Kent Camera

Castle Company
Digital Campaign
WAVE MARKETING FOR

Samia, Sandra
Wave Marketing is here to
consult KCC on the relaunch
of their website

We will be proposing a strategic campaign to

optimize their digital presence their ‘modern’,
‘innovative’ and ‘original’ branding and focusing
on primary digital channels through analytical
research on their niche and the market space.
 The Mission & USPs
Increase Brand Brand Benefits & Values
Awareness and
Experienced knowledge of cameras and the
Demand
photography tech space.
Clarity on
Immersive and engaging shopping experience
branding, market
Providing valuable support
research, USPs &
Trustworthy
Objectives Platform
Modern Provider
of Cameras

Valuable support Passionate &

network Friendly Advisors
THE PROBLEM
Their lack of valuable, shareable
content to increase attraction

Low digital presence of their website

in google rankings

Their brand’s digital efforts are

targeting the wrong audience
demographic
Customer Segementation

DEMOGRAPHIC BEHAVIORAL
18-24 years old (42%) Independent
35-44 years old (35%) Free-spirited and open
Millennial & Gen Z minded
creative and passionate

PSYCHOGRAPHIC GEOGRAPHIC
Hobbies - travel Based in urban cities in the
photography UK e.g Manchester, London
Non-traditional styles e.g London fashion week
Tech enthusiastic
 Example Persona: Sam Matthews
studying IT in university,
Age: 20 yrs old
side hustle - travel
Gender: Male
photography

Independant,
charismatic, friendly
extroverted, creative Interest in gaming,
active on Instagram &
travelling, films
Tiktok & Youtube
Market Demands
The camera market size is above 1.2 billion in
sales in 2023 (Ibisworld, 2022).

Statista (2023), the digital camera UK revenue =

$0.66Bn.
In 2020, video camera sales declined vs the
digital camera industry (Financial Times, 2020).

The digital camera market will increase in

2023/24 as photography is used for special
events (Yahoo Finance, 2023)
Political
PESTLE
UK’s government's economy = postal strikes interrupted delivery services
(Somerlad, 2022).
UK & Japan's strong digital technology partnership (GOV.UK, 2022)

Economic
Giles (2022), The UK’s economy inflations- increase cost of goods.

Social
Consumers use smartphones for Camera Quality & Memory Size (DSouza,
2022).
Technological
Canon uses AI Tech in production (Canon Global, 2022). VR & AR tech to
replace smartphone technologies (Nguyen, 2022).

Legal
Data Protection on consumer information (Room, Almond and Clark, 2018).

Environmental
The second-hand technology market reduces e-waste (Latham, 2022).
 The Competition

Trustpilot Customer Second Hand Cameras, Family run business

Service rating of Printers and accessories Physical Store in
4.8/5. Sign up offers. Sheffield
Sell cameras and Locations in London, Cameras, Lens,
accessories Stevenage & Chelmsford Lighting equipment,
equipment Website Blog - Latest Photography Courses
Strong social media product reviews and Events
presence Amateur Photographer Social Media-
Varied contact forms Good Service Awards Instagram &
e.g chat, email Repairs & Exchange Facebook
Services - repairs &
parts exchanges
The Solution
The problem:
A non-engaged audience

The main marketing objective:

increase brand awareness &
demand

The solution:
Strong digital presence
High-converting landing pages
In-depth market, brand knowledge
 Marketing Campaign Channel Actions & Strategy Primary KPIs & Objectives

Guest Posts on Niche Publications

Standardize 5.2% CTR for
Increase organic SEO and google E.g Digital Photo Magazine, Aperture, Photography
organic links and PPC
Week
rankings Increase backlinks 60+
User-focused keyword research

average search volume
Shareable content forms

Influencer ambassador program Post engagements from 500

YouTube ,Instagram, Facebook & Tiktok to 1000 impressions per post.
Increase Social Media Presence encourage use of hashtags relating to KCC e.g 60% increase in organic
#KentPhotos #KCCcameras engagement
#Yourpassionisourpassion #KCCinspired

Targeted sponsored ads through native

websites & instagram Benchmark Paid advertising
Increase Brand Awareness E.g DigitalCameraWorld.com, CRN.com, ROAS of £4:£1
Photographylife.com 3.5% average CTR for paid ads

Engaging UX design of the website 50+ email subscriptions in the

Increase Consumer Experience Start an email newsletter subscription first 3 months of relaunch
www. KentCameraCastleCompany.co.uk

Friendly Passionate Professional

colour palette
AR A G U We believe everyone is a creator.
AY
07 Our mission is to inspire, educate
7
and equip to make dreams a
M
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reality.

INSPIRE

EDUCATE
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OM

LEN
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 Problem Kent Camera Castle’s Website = Poor Results

Age Ranges: 18-24, 35-44, millennial to Gen Z.

Target Audiences 
Hobbyists, Professionals and explorers of photography

Brand’s advertising  Tone of Voice Modern, Innovative, Exciting, Adventurous 

From your epic travels to special moments in life, Kent

Camera Castle will be on the same journey as
Examples
you. Portraits & Videos, we are happy to help you with
your memory book. 

Travel and Lifestyle photography is trending, from

Elevator Pitch youtube content creators to freelance photographers.
We will help them captivate their hobbies & interests. 

Kent Camera Castle are here to inspire and encourage

Positioning Statement customers with the latest high-quality cameras
suitable for all occasions. 
How will the campaign
gain traction

Builds the messaging

Nurtures Customer Acquisition

Generates Conversions
 Advantages of the campaign

ATTENTION INTEREST DESIRE ACTION

Social media and Building strong PPC and SEO UX and CTA links
targeted ads community on a focuses on are optimized to
increase traffic foundation of consumers that nurture sales
and amplify influencers have gained and email
brand exposure interest members
 Team Involvement

Research Strategy

Brand background
Identified marketing campaign focus
Established Mission statement
Samia Sourced information on the
Key KPIs and marketing
measurements
Marketing competition and the customer
Marketing channel
Consultant profile
recommendations
Market Environment

Marketing channel
recommendations
Identified marketing objectives
Sandra Brand background
Formed Marketing campaign
Established Mission statement
Campaign Researched problems in the market
framework
Consultant Key KPIs and marketing
Brand problems to consider
measurements
Advantages and USPs of the brand

References
Camera Centre UK Photo & Video (no date) Camera Centre UK. Available at: https://www.cameracentreuk.com/ (Accessed: February 21, 2023).

Cameras, P. (no date) Park Cameras | Digital Cameras, DSLRs, Lenses, Video & More. Available at: https://www.parkcameras.com/ (Accessed: February 21, 2023).

Canon Global (2022). Image-based Infrastructure Inspection Using AI. [online] Canon Global. Available at: https://global.canon/en/technology/crack2021.html [Accessed 6 Mar. 2023].
Dsouza, R. (2022). The smartphone features that drive Brits’ purchase choices. [online] yougov.co.uk. Available at: https://yougov.co.uk/topics/technology/articles-reports/2022/02/02/smartphone-features-drive-brits-
purchase-choices [Accessed 6 Mar. 2023].

Financial Times (2020). Prospering in the pandemic: the top 100 companies. [online] www.ft.com. Available at: https://www.ft.com/content/844ed28c-8074-4856-bde0-20f3bf4cd8f0 [Accessed 6 Mar. 2023].

Giles, C. (2022). Why Britain has the highest inflation in the G7? Financial Times. [online] 18 May. Available at: https://www.ft.com/content/12ecd537-06bb-483c-8b1d-137ac63e106d [Accessed 6 Mar. 2023].

Gov.UK (2022). UK-Japan Digital Partnership. [online] Gov.UK. Available at: https://www.gov.uk/government/publications/uk-japan-digital-partnership/uk-japan-digital-partnership [Accessed 6 Mar. 2023].

IBIS World (2022). Photographic Activities in the UK - Market Size 2010–2028. [online] www.ibisworld.com. Available at: https://www.ibisworld.com/united-kingdom/market-size/photographic-activities/ [Accessed 6 Mar.
2023].

Latham, K. (2022). Second-hand tech booms as shoppers look for bargains. BBC News. [online] 9 Dec. Available at: https://www.bbc.com/news/business-63779342 [Accessed 6 Mar. 2023].

Nguyen, C. (2022). Research trends: What’s next for human-computer interaction in the metaverse and beyond. [online] Adobe Research. Available at: https://research.adobe.com/news/research-trends-whats-next-for-
human-computer-interaction-in-the-metaverse-and-beyond/ [Accessed 6 Mar. 2023].

Room, S., Almond, P. and Clark, K. (2018). Technology’s role in data protection - the missing link in GDPR transformation. [online] PWC. Available at: https://www.pwc.com/gx/en/issues/risk-regulation/technologys-role-in-
data-protection-the-missing-link-in-gdpr-transformation.pdf [Accessed 6 Mar. 2023].

Somerlad, J. (2022). Will post and packages be delayed by the postal strikes? [online] The Independent. Available at: https://www.independent.co.uk/news/uk/home-news/postal-strike-dates-today-2022-
b2250701.html [Accessed 6 Jan. 2023].

Statista (2023). Digital Cameras - United Kingdom. [online] Statista. Available at: https://www.statista.com/outlook/cmo/consumer-electronics/tv-radio-multimedia/digital-cameras/united-kingdom [Accessed 6 Mar.
2023].

Yahoo Finance (2023). Photography services market 2023-2027. Yahoo News Finance. [online] Available at: https://finance.yahoo.com/news/photography-services-market-2023-2027-104500879.html [Accessed 6 Mar.
2023].