fat city social media plan
TRANSCRIPT
Social Media Plan
Lyndon Albright & Heath Heinrich
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Table of Contents Executive Summary…………………………………………………………………..3 Research…………………………………………………………………………………...4 SWOT Analysis…………………………………………………………………………...7 Target Audience…………………………………………………………………………8 Goals, Objectives, Strategies, Tactics……………………………………………9 Implementation………………………………………………………………………...11 Budget………………………………………………………………………………………15 Evaluation………………………………………………………………………………...16
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Client Profile: Fat City Apparel Executive Summary
Summary: Fat City Apparel is a custom silkscreen and embroidery apparel business that has been around the Jonesboro area for many years. From silkscreen shirts to embroidered hats, Fat City Apparel can provide custom artwork and digitizing for any occasion. Owner: Robin Hundley [email protected] 3113 E. Nettleton Jonesboro, AR 72401 870-‐972-‐8636 888-‐432-‐8248 Fax: 870-‐935-‐0304 Mission: The purpose of Fat City Apparel is to provide custom silk-‐screening and embroidering to different organizations throughout the Northeast Arkansas area. From schools to businesses, Fat City Apparel wants to turn your ideas into reality. Current Clients (Schools):
§ Bay § Brookland § Crowley’s Ridge Academy § East Poinsett County § Gosnell § Greene County Tech § Harrisburg § Hoxie § Jonesboro § Manila § Marked Tree § Nettleton § Osceola § Paragould § Rivercrest § Riverside § Trumann § Valley View § Westside
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Research 1. Interview with employee of Fat City Apparel, Colby Hundley
§ Information from the interview: o Company’s purpose o Company’s previous and present clients o Business characteristics
2. Social Media Analysis
§ Facebook Account o Current: 1,313 Likes, 68 Visits.
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o Very little interaction between the customers and the business on Facebook. (post months apart)
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§ Twitter Account o Not active on Twitter. (7 followers, 0 Tweets)
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§ Instagram Account o Primary Social Media Outlet (916 Followers, 10,028 Following. 104 Posts)
o Inconsistent posting
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3. Survey § A survey was conducted to find out how certain Greek organizations at ASU use information outputs. (200 individuals)
§ The questions: Individuals were asked to rate each information output from 1-‐10 in terms of use. (1 being least frequently used and 10 being most frequently used)
A. Instagram B. Facebook C. Twitter D. ASU Herald E. Jonesboro Sun
§ Based on the information provided the information outputs used in order from most to least used include:
o Instagram o Twitter o Facebook o Jonesboro Sun o The Herald
Information Ouput:
1 2 3 4 5 6 7 8 9 10
Instagram 6 0 0 0 69 2 0 0 24 99
Facebook 15 4 1 0 52 8 20 54 6 40 Twitter 4 16 0 0 73 17 23 0 7 70 The Herald 172 0 0 0 22 0 0 0 0 1
Jonesboro Sun
181 0 0 0 18 0 1 0 0 0
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SWOT Analysis
Strengths: • Provides you with custom designs
• Affordable • A lot clients in NEA • Family owned-‐ family environment provides a warm welcoming to customers.
Weakness: • Not an extremely well known company
• They don’t advertise their products enough
• Don’t reach out as much as they should
Threats: • Growing business, tons of new business just like it in Jonesboro
• Not in the most convenient location
Opportunities: • T-‐shirt screen sprinting and embroiders is becoming a very extremely popular business.
• Lots of schools and even a university to reach out to.
• Provides unity among groups by making a design they can all wear.
• Large city, large target audience.
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Audience
• Primary Audience: Local public schools and business that want custom apparel for a certain event or a way to show pride in their school or business.
o Persona: Valley View Cheerleaders § Valley View Cheerleaders are going to cheer camp. The cheer coach wants them all to match but wants their outfits to show school spirit. The coach can call Fat City Apparel and make custom t-‐shirts for all the girls on the team.
• Secondary Audience: Greek life and other organizations on ASU campus that are looking for custom t-‐shirts for a function, fundraiser, game day, etc.
o Persona: Sigma Chi is having an event called Ski Loge and they are wanting to sell t-‐shirts to help pay for the event. Sigma Chi can call Fat City Apparel and explain the event, which will then help Fat City design the t-‐shirt. Sigma Chi can bulk order the shirts from Fat City and then sell the shirt on their own for profit.
o Persona: The Dimond Dolls for the ASU baseball team all want matching shirts to wear to the next baseball game. They can call Fat City and custom design a shirt they all like.
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Goal, Objective, Strategies and Tactics Goal: To use different social media outputs and tools to provide more and better publicity and advertisement to the target audience and persuade them to use Fat City Apparel, ultimately increasing Fat City Apparel’s sales and company awareness. Objective: 1. Get 10 more clients by December 1st. 2. Increase Instagram and Facebook followers and interactions
50% by December 1st. 3. Get at least 400 followers on Twitter and increase posts and
interactions by December 1st. Strategies: 1. Provide more content and interactions on social media pages. 2. Use social media to promote different deals and custom
designs. 3. Use social media to connect with different organizations, such
as different fraternities, sororities, high schools, junior highs, etc…
Tactics:
§ Twitter – Use the hashtag #fatcityapparel o Tweet pictures of finished products for organizations. o Tweet pictures of projects in the making. o Tweet different promotions and deals. o Tweet about events that products are being made for to build publicity for all those involved.
§ Facebook o Connect to different groups and organizations that could either be future clients or open doors to future clients.
o Sync posts with Twitter account to provide the same information and tweets through Facebook to friends.
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o Share testimonials from clients to provide information on the products and services and their experience with the company.
o Facebook Ads. § Instagram – Use the hashtag #fatcityapparel
o Post different finished products. o Promote the events that the products are being made for.
o Post different pictures of clients with their products to provide a friendly atmosphere and to build a stronger relationship.
§ Email Newsletters/Constant Contact o Provide information to current and previous clients about upcoming promotions and deals.
o Keeps contact going with clients.
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Implementation
This includes a schedule of when updates should begin and how frequently they should take place. Since these strategies and tactics have never been used before, examples will not include real life tweets, post, etc. Hootsuite would be recommended to keep the post consistent. You can schedule posts months in advanced using the application if needed.
Month Frequency and Update August Post every other day on Facebook and Twitter welcoming people back to
school, including a link that goes to their website. Post every other day new designs and give 20% off apparel the first month to people who post using a hashtag with a Fat City shirt on. Email 3 new potential new clients Post every Tuesday about FatTuesday giveaway
September Post about Greek recruitment and include pictures of block letters, crest, car decals, etc. Post about school football fan attire. Contact organizations on ASU campus and get word on upcoming events. Email 4 new potential clients Post every Tuesday about FatTuesday giveaway
October Post about Big/Little shirts for Greek Life. Post about ASU homecoming and include pictures of the attire. Continue to reach out to new clients Post every Tuesday about FatTuesday giveaway
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November Post about the upcoming holidays and include pictures of designs, post about discounts for holiday purchases. Post about Greeks and the gifts they can get for their big/little for Christmas Post every Tuesday about FatTuesday giveaway
December Post on accounts wishing everyone a good break
Example of Updates
Welcoming everyone back to school Example tweet:
• “Welcome back to school. Check out our website for back to school apparel http://www.fatcityapparel.com/ #FatCity”
• “Chance to win 20% off purchase if you tweet us in your #FatCityApparel”
Greek Recruitment post Example Instagram:
• “Recruitment is just around the corner. Come get your sorority block letter shirts here at FatCity for an affordable price. Custom Block design to match your personality, and show off your organizations uniqueness. All Greeks receive 5% of purchase during recruitment.” (Include picture with block letter shirts)
Game Day attire Example Facebook
• Fat City example shown below (Need to post at least twice a week about football attire)
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FatTuesday Facebook/Twitter/Instagram example
• Facebook (Fat City example) • Tweet about the give away: “Check out our Facebook to win our #FatTuesdayGiveway”
• Post on Instagram the image and add the Facebook link. “Go share this image on our Facebook page to get the chance to win our giveaway.”
**Recommended that Fat City Apparel Post at least once a day Monday-‐Saturday. Specifically tagging certain clients on these Social media outlets will increase customer
Service as well.
List of Possible Future Clients and Contacts
• ASU Greeks and Organizations-‐ Alexis Hurdle [email protected] • Kids Spot-‐ (870) 974-‐9128 • Central Baptist Church-‐ 870-‐935-‐1950 • Volunteer ASU-‐ Katey Provence 870-‐972-‐2055
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Example Email to Send to Potential Clients:
Dear Katey Provence,
Do you want to add a little personality to your organization? Well stop right there, because Fat City Apparel is here to make that vision a reality. Fat City Apparel would like to partner with you and your organization to help design t-‐shirts for all the events your organization takes part in.
Our goal is to make custom t-‐shirts at an affordable price.
We pride ourselves on customer services and loyalty. We would like to better your organization by helping it become unique.
Please contact me by email ([email protected]), by
phone (870-‐972-‐8636), or stop by our store at 3113 E. Nettleton Jonesboro, AR 72401.
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Budget
Facebook Ads: Benefits:
§ Can reach a large filtered target audience § Build relationships between Facebook user and business § Can be used with a controlled budget that can be adjusted and set for what is best for the company
Cost: $0.50 a click for the ad Constant Contact: Benefits:
§ Provides updates to clients consistently over period of time Cost: $12/Month
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Evaluation
Objective: Get 10 more clients by December 1st. Evaluation: Compare the number of clients the company has now to the number of clients the company has by December 1st. Objective: Increase Instagram and Facebook followers and interactions 50% by December 1st. Evaluation: Compare the number of followers and interactions the company has now on Instagram and Facebook to the number of interactions and followers Fat City Apparel has by December 1st. Objective: Get at least 400 followers on Twitter and increase posts and interactions by December 1st. Evaluation: Compare the amount of followers and interactions on the Fat City Apparel Twitter account as of now (0) to the number of followers and interactions on the Fat City Apparel Twitter account on December 1st.