LIANG YUPENG

Week 7: Review & Optimization I reviewed the data from the past two weeks in great detail. For Meta Ads, we achieved 820 impressions, which was somewhat encouraging, but the conversion rate was only 2% — a really frustrating figure. After digging into the issue, I found that the slow loading speed of the landing page was the main culprit. Visitors just didn't have the patience to wait, so they left before even seeing our products. When it came to email marketing, the open rate was 19%. Initially, I thought that was okay, but then 3 old customers reached out to complain that the discount details were extremely hard to find because they were crammed at the bottom of the email. It made me realize that even if people open the email, if the key information is hidden, the campaign is ineffective. Based on these findings, I planned a series of optimizations. For the landing page, I decided to remove all unnecessary images that were slowing down the loading time and also add a “workwea...

  Week 6: Sending Novara’s 50% Off Email for New Customers I used Brevo to run Novara’s email marketing, focusing on a “50% off first order for new customers” offer while including a “$15 coupon for old customers who refer friends” to retain existing ones. The subject line was “Novara’s Weekly Deal! 50% Off for New Customers + Rewards for Old Ones.” The email had three sections: brand slogan at the top, new product images with “Must-have for autumn” captions in the middle, and discount details at the bottom, plus a “Shop Now” button linking to the official website. I tested a left-image-right-text layout and kept the text concise to avoid boredom. After sending a test email to my own account, I was satisfied with how clear the offer was. I realized emails should let users see their benefits at a glance.

Week 5: Promoting Novara’s New Products via Meta Ads First, we focused on sorting out the preferential benefits for various customer groups of the brand, covering new customers, regular customers, as well as group and corporate clients. When designing with Canva, we chose a red-and-black contrasting template. The red background section highlighted core offers for new customers, such as "50%" and "NEW CUSTOMERS OFFER", while the black section neatly listed benefits for regular customers – "get a free T-shirt after 5 cumulative purchases, $15 cashback for referring friends", group purchase perks – "buy 4, get 1 free (for the lowest-priced item)", and corporate discounts – "free shipping for orders over $200". At the bottom, we added an "Ultimate Temptation" section, using a background of clothing racks under warm yellow lighting, paired with text like "book an appointment to enjoy stylist advice, personalized outfit photogr...

  Week 3-4: During the 3rd and 4th weeks, when creating social media content for the Novara clothing brand, I moved from having only conceptual knowledge of "digital marketing" from textbooks to gaining practical experience. At first, when making the posters, our team just followed our instincts, putting clothing pictures and discount texts on Canva randomly. When creating the new customer discount poster, we chose a very messy color scheme, and key information like "50% off for first purchase of new customers, use code NEW50" wasn't highlighted. Later, by referring to the requirements of "Social Media Content Posting" in the assignment, we came to understand that we needed to create "original content" that could attract the target audience. New customers care about affordability and clothing quality, so we enlarged the "50%" discount figure, used a red background with white text to make it stand out, and paired it with a real - sh...

Week 3: E - Commerce + PPTs We shifted to e - commerce: researching strategies (checkout flows, product recommendations) and creating PPTs to pitch ideas. We also studied ZUS Coffee’s omnichannel synergy (app + in - store QR codes) for inspiration. • Interesting: Learning how to bridge online/offline experiences—like ZUS, we want seamless interactions (e.g., online styling tips + in - store try - ons). • Challenge: Condensing research into clear PPTs. We used bullet points and visuals to simplify complex ideas. • Application: PPTs will guide our e - commerce launch, helping us map user journeys and boost sales. 本周感觉就像“数字战略学校”——要学的东西太多了，但申请起来却令人兴奋！ 第三周，我还参与了业务模式分析、数字化战略设计、竞争优势构建三项任务。我重点关注第三项任务下的“韧性和风险缓解”子项，梳理了原材料供应中断、物流受阻等风险，以及 对策。 本周感觉就像“数字战略学校”——要学的东西太多了，但申请起来却令人兴奋！ This week felt like “digital strategy school”—so much to learn, but thrilling to apply! In the third week, I also participated in three tasks: business pattern analysis, digital strategy design, and competitive advantage c...

Week 2: Designing Brand Posters We created two posters for novaraclothes, focusing on core info: store hours, clothing features (washable, pure cotton), and the tagline “Wear with your heart”. • Interesting: Using a soft, natural color palette to mirror our brand’s comfort - focused style. The posters felt like visual “storytellers” for our brand. • Challenge: Avoiding clutter. We trimmed extra details to keep designs clean—prioritizing what mattered most. • Application: Posters live on Instagram to attract followers and will later expand to other platforms (social media, in - store). 内）。 团队合作在这里大放异彩——辩论想法并看到我们的愿景变为现实是有益的！ Teamwork shone here—debating ideas and seeing our vision come to life was rewarding!

lDIGITAL BUSINESS STRATEGY LEARNING LOG: NOVARA CLOTHES HOMEWORK PRACTICE RECORD Hey, I’m LIANG YUPANG with matric ID: A207446. This blog tracks my digital business journey with “novaraclothes” and insights from ZUS Coffee’s strategies. Let’s dive into weekly highlights! Week 1: Building Our Digital Foundation This week, my team launched the novaraclothes Instagram account. We crafted a profile description: “A clothing store for urban residents, blending fashion + practicality” and chose a store - interior shot as the profile pic to showcase our brand vibe. • Interesting: Picking the profile image felt like setting our digital “first impression”—it had to capture our brand’s essence. • Challenge: Nailing the brand voice. We debated how formal or casual to sound but settled on a friendly, aspirational tone. • Application: This account is our digital storefront—key for connecting with customers and building a community. 我兴奋地离开了第一周——我们已经为我们的数字形象播下了种子！ I left Week 1 excited—we’d planted th...