Page 7 - Kre8ability Annual Report 2020

Marketing

Kre8ability’s marketing department was in charge of promoting the business and mission of
our company and ensuring that this vision came across when reaching out to sponsors and the
general public.

• Demographics and Target Market: Due to its focus on the CHamoru culture and its
aesthetically pleasing and engaging qualities, Kre8ability’s product, Imbentibu, appeals
to a broad demographic of people, including young children, teenagers and adults,

tourists who may be interested in learning more about Guam’s culture, and locals who
want to get more in touch with their roots. According to analytics, our Instagram account
reached a large demographic of people from Guam, the States, the Philippines, South
Korea and New Zealand. We were also able to reach many age groups ranging from
13-65 year olds, with 18-24 year olds being the highest number.

• Social Media to facilitate Growth: To promote Imbentibu, our marketing department
used various social media platforms including Instagram, Twitter and Facebook to reach
a wide audience consisting of people who live on Guam as well as those in the states. By

spreading awareness through word of mouth, engaging people through our personal
social media accounts, and posting visually appealing and engaging content, we gained
a following of over a hundred people within three days. During this phase of our
operation, we learned the importance of getting in people’s faces when promoting our
product to ensure that we make a lasting impression.

• Online and Off-Island Orders: We acquired a total of twenty-six orders from our
Instagram and Facebook accounts. One of our earlier online orders was from a woman
in Washington, but at the time we were only accommodating people who lived on
Guam. We ended up working it out so that the woman’s cousin who lives on the island
bought the books and mailed them to her, but this incident made us think about
expanding our operation to the states so when our next off-island order came from
California, we were ready. We organized the payment and shipping methods and her
book is on its way to her right now.

• Distribution Plan: Another important aspect of our business operation was our
distribution plan. Each member was responsible for collecting payments and delivering
books to their personal orders. For online orders, we made an arrangement with
Bestseller so that we could set up tables in their stores at Guam Premier Outlets and
Micronesia Mall where people could pick up books and even purchase directly from our
members. To ensure safety for customers and our members, we made it a point to have
our tables set up for only thirty minutes on each date. We also created sign up sheets to
track the online orders that were already picked up and to ensure accountability. To
accommodate the customers who could not make it to our Bestseller pickup dates, we
met up with them to deliver their books personally. In addition to setting up tables at
Bestseller, we also had each location distribute eight books.

KRE8ABILIT Y — A JUNIOR A CHIEVEMENT C OMPANY 7