encore consignment's social media strategy pitch
DESCRIPTION
A social media strategy for America's first consignment store. This was for a Social Media Management course at NYU's Graphic Communications and Technology MA programTRANSCRIPT
encore
Social Media Strategy Pitch
Presented by:
Calon Alpar, Linh Ho, and Francesca Tioleco
December 9th, 2013
Consignment
The Story
• First and Finest• Established in 1954• Celebrating 60 years in 2014
• Fun fact: First Lady Jackie Kennedy consigned with Encore.
Current Site
Landscape Analysis
Competitive Analysis
Michael’s
Competitive Analysis
Second Time Around
Global Awareness
Why social?
• 71% of women use social media
• Pinterest: 25% are women and 41% make 50K or more
• Two-thirds use social sites daily
• Facebook: still the most widely used platform
• Instagram: gaining popularity
Goals
• Brand amplification
• Promote interaction and engagement
• Demonstrate gratitude for ongoing customer loyalty
• Ensure quality customer experience
• Achieve excellent customer satisfaction
• Customer recognition and rewards
The Target Encore Patrons
Strategy
Persona
• “First and Finest”- Come behold the treasures in store
• Values
• The Granddaddy
• Vintage
• Everlasting, Timeless
Voice and Tone
FunQuirky
Enthusiastic
Trendy
Edgy
Playful
Hip
Dynamic
Innovative
Creative
Chic
Unique
Avant-garde
Preppy
Everlasting
• Flyers at check out counters
• Postcards—twice a year
• Store decals—promoting social channels
• Contests • Feature items of week/new items • Photos of employees in consigned
articles exclusively at Encore• Announcements about news and
updates• Celebrity Item• Co-creation• Build personality
• Mini fashion blog• Inspiration for fashionistas• Showcase
celebrities/socialites with exact match from Encore
• Ties in with the blog on the site
• Link in Ebay shop of their current items
Blog
• Daily postings• Content• Tell a story• Dress the item up• Share customer stories• Fashion tips• Guest bloggers
• “Like” page and get 5%-10% off next purchase
• Photos of new items• Sneak peek of new items• Customers posting pictures—
comment and like these• Generate awareness • Build a relationship
• Mention new product arrivals • “Encore Essentials”—great products at a value price• “Encore Treasures”—unique items• Postings about fashion industry• Asking customers what items they want, what have they
bought at Encore• Posts about Encore’s history • Posts directed about holiday times• Posts with links to Instagram pictures• Coupons and discounts offered online• Offering education and history about products
YouTube and Vine
• Tour of store • Customer testimonials• “The One That Got Away”• “The Greatest Find”• Reward those who spend most on a single purchase or
total for the month• Mini commercials on YouTube and Vine• Tutorials on YouTube and Vine
E-Mail Sign Up
• Get patrons to sign up with e-mail at register• Birthday discount sent to customer via email• Spend $200 online and receive 15% off next purchase • Mail Chimp• Holiday specials – Black Friday, Cyber Monday, Valentine’s Day
Contests
• Best Halloween costume wins discount• Trivia• Contest drawings through e-mail sign ups• Scratch offs in store• X marks the spot contest• Facebook photos of “Best worn from Encore” or “Greatest
Find”
Events
• Promotions posted on social channels
• Anniversary milestones
• Holidays
• Sales events through signage • Social Media Application Launch
Social Media Team
• Interns
• Analyst
• Full-time employees
• Social media policy
Budget
Metrics
• The store already takes tally of the customer demographic• Hoot Suite for all networks in one place• Facebook Insights • Google Alerts: latest relevant Google results• Klout • Crimson Hexagon- Looking into social media conversations• Pinterest Analytics- Built-in analytics
Thank you for shopping at
Encore!
Questions?