Peaceful Kingdom Farms�Campaign Book | Spring 2023

Client Account Team

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Account

Executive

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Name:

Jah-Preece Landrum

Major:

Telecommunications

Class:

‘23

Account

Associate

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Name:

Gita Passi

Major: Programming and Media Studies

Class:

‘23

Account

Associate

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Name:

Elizabeth Boyd

Major:

Public Relations

Class:

‘23

Account

Associate

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Name:

Ansh Matta

Major:

IST

Class:

‘26

Account

Associate

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Name:

Paul (Anh) Nguyen

Major:

International Politics

Class: ‘

26

Client Overview

Peaceful Kingdom Farms is a small business that focuses on sustainable and environmentally-friendly efforts. The business produces and sells candles, soaps, lotions, and edible items with hemp oil. Mike and Seamus, owners of the business, work harder each day to debunk the hysteria surrounding hemp and make the world a better place.

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SWOT Analysis

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Target Audience

• Peaceful Kingdom Farm’s target audience comprises men and women ages 18-30 who care about the environment, sustainability, and eco-friendly products 
• Recent data shows that Americans ages 18-29 years of age are more likely to use CBD consistently and popularity decreases with age (similar market as hemp = similar audiences). 
• Men and women are nearly equal in CBD use 

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Promotional Partners

• Corporate Innovation & Entrepreneurship Society- Would understand their entrepreneurial spirit, and could shout out the company and use it as an example for member
• Center for Sustainability Community Garde - Could relate to/appreciate the “natural” and “earthy” components of the products  
• Community oriented, would probably be interested in helping members of the community (even if it isn’t directly related to gardening)  
• Digital Media Group (DMG)- content creation, visuals, photos, and videography  
• Club connected to Digital Art and Media Design major (where students can contacted for internship position)  
• CommAgency- Will execute strategies to maximize business and marketing ventures
• Ad/PR Club- May offer useful promotion tactics
• Clove & Sprig- Similar products (candles, care regarding ingredients)  
• New, small business  

Both may benefit each other with promotional actions: Re-posting on social media, shout outs, etc.  

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Social Media Audit

General Recommendations

●Learn to use Canva

●Keep personal and business accounts separate

●Do not post unrelated or political content

●Consider hiring a social media manager or intern.

●Keep brand identity in mind when posting/reposting content

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Instagram:@thepeacefulkingdomfarms

●Change display photo

●Captions need work

●Unrelated content

.●Cat and dog videos

●Omit political content

●Monitor tagged posts

●Daily posts are apparent

●No content style - no cohesiveness

●Can work with highlights

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Instagram:@peacefulkingdomfarms

●Change display photo

●Not active, last post was November 2022

●Good highlights

●Strong bio

●Posts can be better, need more cohesive fonts/ design assets

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Social Media Audit

Twitter

• Retweeting political tweets 
• Little content
• Low post frequency on both accounts 
• Low engagement 
• Following irrelevant accounts 
• Irrelevant audience 
• Liking political tweets 
• Using account as both business/personal 
• Inactive

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Social Media Audit

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• Facebook is PKF’s strongest platform, yet there is little to no current activity
• Clear photos of products
• Not much differentiation between products and art (presents confusion)
• Lack of brand awareness
• A Penn-State oriented approach may beneficial; Target environmental/sustainability-focused clubs and organizations

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Wix App Audit

Engagement

• 43 members  
• Blog  
• 13 posts since September 2021  
• Last post was February 2023  
• First post got 53 views, most get 10-12  
• No likes, few comments  

Technicality Errors

• Able to add to cart/make purchases  
• No buffering, videos loaded quickly  
• There shouldn’t be any issues since the “app” is hosted on another app called “spaces” by WIX  
• Not an app that they developed and coded themselves, so no bugs  

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Consistency with Website

• “free shipping over $50” should be listed on app since it is on website landing page  
• Animated graphics on website landing page are not present on app  
• “Coming soon” video present on app but not website  
• About section is much shorter than the “about us” section on the website   
• Same prices listed  
• Honeydew Melon Help Oil Lotion appears on app but not website  
• Carribean Teakwood Hemp Oil Lotion appears on app but not website 

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Wix App Audit

Consistency with Website

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White Cedar Hemp Oil Body Bar appears on app but not website  

• Oak Hemp Oil Body Bar appears on app but not website  
• Same prices listed  
• General merch 
• Bubble-free stickers appear on app but not website  
• Eco tote bag appears on both (under Bath and Body category on website) 
• Unisex t-shirt appears on app but not website  
• Right before 4:30PM  meeting, just added 4 products  
• Water bottle, cropped tee, denim hat, eco friendly black hat  
• Do not appear on website, only appears on app  
• Art  
• “Frost Advisory” ($250) appears on app but not website  
• All other art is listed with same prices for both app and website  
• website 

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Website Audit

Website functionality Errors/ Suggestions

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General

• Buttons have inconsistent spacing (“Shop Our Candle Store” etc.)  
• General spacing is too tight  
• No hierarchy  
• All font is of similar size/importance  
• Buttons leading to shop should be prioritized  
• The purpose of the website is lost/confusing  
• Few images/engaging visuals  
• Confusing content
• Consistent pages (color, font)
•  Image gallery and website border need to be improved or omitted
• Certain icons are in awkward places
• Slogan should be higher up on the landing page  
• Empty space below QR code  
• Need to have a footer (contact info, clickable social media buttons, Copyright © 2023 The Peaceful Kingdom Farms. All Rights Reserved.   

Log In/Sign Up Page  

• Terms and Conditions link does not work (takes you back to home page)  
• Signing up works  
• Received sign up welcome email  

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Log In/Sign Up Page  

• Terms and Conditions link does not work (takes you back to home page)  
• Signing up works  
• Received sign up welcome email  

Profile Page  

• Blog likes/comments, followers/following make it seem like the website is partially social media driven 
• Is that the purpose of the site?  
• Might be more complicated than necessary  
• Should encourage customers to engage with PKF accounts on pre-existing social media platforms  
• Art video on home page appears on profile page which is confusing
• Should be able to click on the logo and be taken back to home page for asier navigation  

Account Drop Down Menu  

• My wallet + My addresses + My Subscriptions can be condensed a single tab
• My Orders can be its own separate entity  
• Omit the word “My” (more concise/clean)  
• My Subscriptions  
• Should be able to view available subscriptions for purchase here?  

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Competitor Analysis

Target: 

Locations

1. 201 W Beaver Ave, State College, PA 16801 
2. 315 Colonnade Blvd, State College, PA 16803 

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Summary

Target is a well-known general merchandise retailer that sells candles, soaps, and lotions from high-manufacturing brands. Target is especially prominent in State College due to its appeal to a younger consumer market.  

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Products

Most of Target’s personal care products are commercial brands, non-eco-friendly, and do not contain hemp seed oil. Brands such as Dr. Bronner’s Soap and Hempz Lotion contain hemp oil, but are distributed in a non-eco-friendly way to meet Target’s high national demand. Target’s products are typically around 30%-40% cheaper due to lower quality standards and artificial ingredients.  

Market Presence: High 

Product similarity: Low 

Eco-friendliness: Low 

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Competitor Analysis

  CVS:  

Locations

1. 116 W College Ave, State College, PA 16801 
2. 201 W Beaver Ave, State College, PA 16801 
3. 1630 S Atherton St, State College, PA 16801 
4. 1101 N Atherton St, State College, PA 16803 
5. 315 Colonnade Blvd, State College, PA 16803 

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Summary

CVS is a well-known general merchandise retailer and pharmacy that sells soaps and lotions from high-manufacturing brands, much like target. CVS’s high presence in the State College area makes it a go-to store for purchasing personal care products. Additionally, since it is a pharmacy, students and residents visit CVS often to pick up prescriptions and other drugs, therefore increasing their consumer activity, and therefore increasing the sales of their other products.  

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Products

CVS sells a variety of soap and lotion products similar to Target. They also have similar pricing for their products with hemp seed oil.  

Market Presence: High 

Product similarity: Low 

Eco-friendliness: Low 

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Competitor Analysis

Walmart: 

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Location:1665 N Atherton St, State College, PA 16803 

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Summary

Walmart is the largest general merchandise retailer that sells candles, soaps, and lotions from high-manufacturing brands. Walmart has one location near State College, but it is a drive away, making it more convenient for the local residents.   

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Products

Walmart sells soap and lotion products similar to Target and CVS. They also have similar pricing for their products with hemp seed oil.  

Market Presence: High 

Product similarity: Low 

Eco-friendliness: Low 

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Creative Executions

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This template offers a scheme and layout for the website’s Shop section. It offers a consistent color scheme, brand awareness and professionalism, and it is easily customizable

Creative Executions

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Creative Executions

These two images also act as templates that can be easily implemented on Peaceful Kingdom Farm’s current website. Two different options are provided. They offer a professional and sleek look that matches the business’ brand. The scheme and layout can be mimicked in inner pages. It is easily customizable, so the client will have no problem displaying updated products and news.

In addition, the icons below can replace some of the current website’s unappealing elements.

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Creative Executions

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Caption: Spring is here and full of surprises! Our new Red Ginger Saffron is one. Pre-order now to be one of the first to enjoy this new fragrance!

 #sustainable #environmentallyfriendly #hemp #peacefulkingdomfarms #Hempcrete #psu #smallbusiness #hempbenifits #Vegan 

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This mock Instagram post demonstrates a strong understanding of Peaceful Kingdom Farms and general appeal.

Creative Executions

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Easily customizable templates will be provided. This allows the client to feature new and upcoming products in a fun visually appealing way. The templates offers both consistency and variety, as some will be seasonal or holiday-themed

Results

Rather than execution, the team focused on creating strong drafts and planning for the client. Mike and Seamus fall short in establishing a strong online presence. Offering clear instructions and media assets will allow them to overcome these shortcomings. Mike and Seamus will be provided with a detailed media portfolio that comprises templates, social media strategies, How-to’s, links and sources, and other information that they can refer to in their efforts to develop effective content.

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Mike and Seamus have decided to scrap much of their content and start anew With the assets that the PKF team has developed, the pair will be able to establish a strong foundation and garner recognition of their brand.

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