Expanding Zenbox Marketing
Capstone 2020 Project Proposal: Ava Shije, Dan Ross, Dannie Ghazal, Erin Decker
Ava Shije is owner and director of a small digital marketing agency, Zenbox Marketing, based out of Santa Fe, New Mexico. Ava is looking to expand her business by narrowing down her niche and getting more competitive differentiation. Zenbox hopes to gain market share within New Mexico’s digital marketing industry by becoming the best provider in New Mexico of a narrow service offering. By decreasing the scope of services offered, Zenbox also hopes to streamline processes. This will make the business more profitable and scalable, decreasing the bottleneck of the director’s time. The perceived quality of services provided would also increase by focusing customer expectations.
Specialization would enable Zenbox to compete with the larger agencies. Zenbox is currently a small fish in a small pond, as there are not many digital agencies in New Mexico. It may be possible to identify a unique value proposition that will position Zenbox as the best local provider of a niche offering. Zenbox is a small digital marketing agency that offers many digital marketing services and currently competes with larger digital agencies offering the same or more services. Zenbox wants to stand out and be more competitive by narrowing its services to center around improving client websites. The scope of this project will focus on how this pivot will impact: target audience, brand positioning, marketing channels, service offerings and business processes.
In our market research, we will analyze the market in Santa Fe to find customer pain points and gaps that other local agencies aren’t filling. Many small businesses in Santa Fe are reliant on tourism and need to translate their physical spaces into digital destinations. At least 168 Santa Fe businesses have 11-50 employees, indicating that they could have sufficient marketing budgets.
Comparing gaps in what is offered by local digital marketing agencies with Zenbox’s strengths in creating and evolving client websites, we will choose a service mix. We will then craft the brand positioning and identity to communicate Zenbox’s value. Having a well-defined target audience will set the stage for long-lasting client relationships.
Based on the new service mix, we will examine how to improve already established processes using project management software. We hope to increase profitability by decreasing labor. We also aim to increase value by exploring methods of streamlining client communication, like a client portal where clients can submit materials to Zenbox. We will explore the best channels for marketing Zenbox to reach the target audience. Since Zenbox is a digital agency, we also want to reinforce the perception of Zenbox’s quality through the strategy we choose.
We will examine the strengths, weaknesses, opportunities and threats of Zenbox by analyzing past performance and external factors like competitors and industry trends. This project will examine gaps in the marketplace to identify ways that Zenbox could position itself to stand out from other local digital agencies. By weighing pros and cons of alternate approaches, we will determine a strategy and develop a detailed plan for implementation. Our goal will be to attract more profitable customers with a targeted message to address their needs.
For Zenbox Marketing, this project will enable the company to intelligently choose how to specialize and stand out from competitors. This project will inform a re-positioning of company value. It will prioritize the most profitable services and implement process improvements to deliver services in less time. Switching from a broad service offering serving a few clients to a narrow service offering for many clients will allow Zenbox to scale larger.