CONTENTSTRATEGYPLAN

Sweetie Pie's on Main

TABLE OFCONTENTS

Executive Summary 3Introduction  4Overview 4Research 5Plan Details  6Proposed Plan 7User Experience  11Timeline  14Measures of Success  15Conclusion  16References 17

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EXECUTIVESUMMARY

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This report will outline a new content strategy plan for Sweetie Pie's onMain is a small town coffee and bakery shop located on Long island, New

York. The current content strategy the company is working with is postingfrequent photographs of baked goods and aesthetically pleasing coffee.

This has established a decent amount of social media presence on multipleplatforms and some posts have received good user engagement.

 Although, some of the target audience has been missed through the lack offrequent posts on more than just one social media platform. The content isfailing to reach the older demographic of the company and has also failedto reach some of the younger target audience. Nearly 72% of the youngerdemographic say that they use Instagram the most frequently out of all

social media platforms (Anderson, & Jiang, 2018).  

My content strategy is focused around posting more frequently toFacebook or the older demographic while also changing the posting timesfor Instagram. This will hopefully allow the younger demographic to come

in contact with the content more frequently. By posting more on thecompany's Facebook the older demographic would also be satisfied.

INTRODUCTION

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Sweetie Pie's on Main is a small town coffee and bakery shop. It is locatednear a high school and is popular amongst the students and mothers. Thecontent posted to Instagram is targeted towards a younger demographic.When examining the content provided it is evident that the company isfocused on selling unique baked goods and fun coffee drinks.

With the old aesthetic of the shop it appeals to an older demographic. But,with the newer style coffee and baked goods the products sold by the shopare targeting a younger demographic. With the small town feel of the shopand the newer products the shop does a good job of reaching to both oftheir target audiences.

When comparing the company's Facebook and Instagram there is novariation in the posts. The posts include similar captions and are the samephotographs, there is little thought to the different demographics thecompany is trying to reach. There are also times on the Facebook pagewhere content is not posted for days.

OverviewI think that creating content that shows who is purchasing the productwill benefit the company. There are nearly no posts with customers inthem. I personally have found this aspect confusing, as I am unsure whothey are trying to brand the products towards. I think it would bebeneficial to alter posts between the Facebook page and Instagram sothat they are not identical allowing the company to provide to all of theirtarget demographic.

RESEARCH

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As previously stated I am going to focus on the platforms of Instagram andFacebook. These are the two most frequently updated platforms thecompany uses. As for the platforms it is important to know whatdemographic is using each. This new plan is needed for the company because the Facebook platform iscompletely missing the target audience and the Instagram has varyinglevels of user engagement. The company does not need to differentiateitself from many other competitors because the sole competitor isStarbucks. Starbucks is a large corporate company that does not have thehomegrown aspect that Sweetie Pie's on Main has.

I researched the demographics of both Instagram and Facebook. Each havetheir own demographic that uses the platform the most. When looking atFigures 1 and 2, there is a clear seperation in age demographics andplatform usage. Instagram holds a high percentage with the youngerdemographic, while Facebook holds a steadier overall usage rate with alldemographics.

Upon knowing this data it is important that the Instagram content is gearedtowards the younger demographic while the Facebook posts can be formore of a general age range to an older demographic.

Figure 2: Instagram users age range (West,2019)

Figure 1: Facebook users agerange (West, 2019)

PLAN DETAILS

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My major plan idea for the Instagramplatform is to create more interactive

posts that catch the attention of theyounger demographic. I also hope to

create content that includes thisyoung demographic. I developed an

user persona describing the youngdemographic. I focused on her wantsand needs along with her personality

traits (Figure 3).

Figure 3: User Persona

My goal for the Facebook platform isto develop new content that differsfrom the content on the Instagram.With this new content I hope tochannel the older demographic. Inmy user persona (Figure 4) Ideveloped a fake potential customerof Sweetie Pie's on Main. Thispersona focuses on how motherswant to detach from their home lifefor periods of time throughout theirday, and that the store can offerthat. Figure 4: User Persona

PROPOSEDPLAN

My plan is to gear each Instagram post towards the youngerdemographic. There are many instances on the current Instagramplatform where a post has little to no user engagement. I believeusing interactive Instagram stories and posting pictures of the targetdemographic can help draw in more customers.

7Figure 6- Instagram MockUp

Figure 5- Instagram StoryMock Up

Figure 5 is a mock up example of aninteractive Instagram. This allows a user to

screenshot the story and choose their favoriteand then they can post it to their own

Instagram story. Users can even nominate oneof their friends to do the questionnaire next.This type of interactive post can help spreadthe companies name along with attract new

customers.

Figure 6 uses  a picture of theyounger demographic enjoyingcoffee while spending quality timetogether. This type of post canhelp the young demographic relateto the company and want to visitthe store.

PROPOSEDPLAN

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My plan for Facebook is to create differing content fromInstagram that is more appealing to an olderdemographic. The Facebook page has received minimaluser engagement because the content posted is notcatered towards the correct demographic. I createdcontent for the Facebook page that is more appealing toan older demographic.

Figure 7: Facebook Mock UpSample

Figure 8: Facebook Mock UpSample

Figure 5 features a large textsize. This is because the olderdemographic I interviewedexclaimed their frustrationwith not being able to readposts.

Figure 6 uses the stressful life ofthe older demographic to drawtheir attention. The store hours

are listed on this post for theconvinience of the demographics

wants.

PROPOSEDPLAN

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The company has varying logo's on each platform. As welearned in class it is important for a company to have the samelogo on all platforms so that a user can continue to see the logo

and begin to associate the logo with the company.Figure 7 is a mock up sample

of a possible logo for thecompany. This logo is funwith the integration of thered dotes. It also has the

name of the store as the focalpoint. The smaller font

including the location of thestore along with a little

information of what the storesells is a good eye catcher.  Figure 8 is a second mock up

sample of a possible logo forthe company. This logo unlikeFigure 7 is more sophisticated.

It has a minimalistic design.The main letters of the storesname is the focal point of thelogo. There is, again, a small

description of the store and itslocation included. 

Figure 9: Logo Mock Up Sample

Figure 10: Logo Mock Up Sample

PROPOSEDPLAN

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Figure 11: Instagram Mock UpSample

Figure 9 is a promotion mockup created to get the young

demographic to want to bringfriends to the store. This

promotional type of post canbring in new customers that

could potentially becomeregular customers. It is

important for small towncompanies to promote their

store to continue to gain morecustomers.

Figure 12: Instagram Mock UpSample

The Instagram mock up (Figure 12)uses a promotional stand point todifferentiate the company from

others. With the mentioning of thecoffee ice cubes it makes Sweetie

Pie's on Main's coffee new anddifferent than other companies.

Therefore, customers would wantto try this coffee and would go to

the store.

USEREXPERIENCEOVERVIEW

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My proposed plan will be focusedon invoking certain emotions inthe targeted audience. Theseemotions are split into multiplecategories of:Excitement/Fascination,Enjoyment/Sensuousness,Adventure/Activity,Discipline/Countenance, andSecurity/Harmony. Theseemotions are highlighted on anemotion map (Figure 12) Seven ofthese ten emotions are from theExcitement/fascination andEnjoyment/Sensuousness.

Figure 13: Emotion Map

These emotions will be invokedin the users by creating certaincontent that touches uponthese emotions. I intend tocreate these emotions in usersthrough using certain languageand images.

It is important to focus oncertain emotions while creating

content for my companybecasue it changes certainaspects of posts like color

scheme, the test included, thelanguage and tone of the post.

USEREXPERIENCEOVERVIEW

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Below are some examples of these emotions can be instilled inthe target audeince. Figure 13 demonstrates the emotions of

pleasure, self-fulfillment, enjoyment, andwarmth. These emotions are shown through the

photographs included of a sweet crumb cakeand a hot coffee. The elegance of this modern

Facebook post engages the older demographic.This demographic of mothers and workingmothers are always seeking out a place to

detach from their days. This post invokes thepleasure of escaping reality. It also

demonstrates that the company is able toprovide self-fulfillment through a bakery sweet

and coffee.Figure 14: Facebook Mock

Up Sample

Figure 14 gives a customer the feelingof satisfaction because they are

supporting a small town business andnot a large corporation. Majority ofsociety does not want to feed into

mass production companies and a lotof mothers enjoy helping out theirlocal shops. this Facebook post cantempt a customer to come into the

shop to support their local businesses. Figure 15: Facebook Mock

Up Sample

USERRESEARCHOVERVIEW

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The work I conducted in project two, including my touchpointmatrix, emotion map, interviews, and user personas helped me

develop my content plan choices.

My touchpoint matrix assisted me indeveloping a better understanding of

my target demographic. With thisresearch I learned that my company

has two seperate target demographicsthat vary in platform usage, activities,

location of content access, andemotional needs. I learned that theyounger demographic access the

content through Instagram in quickertime periods while, the older

demographic access content throughFacebook for a longer period of time.

My interviews allowed me togain perspective on what real lifeusers want to see and what are

their possible concerns. Myinterviews tended to support my

research findings with thetouchpoint matrix and emotionmap. The older demographic Iinterviewed expressed anger

with Instagram's platformbecause of the unadjustable textsize, forcing them to move to the

Facebook platform.

In the development of my emotion map, I was able to pin point possibleemotions that users want to gain when they go to the store. These

emotions helped me when choosing what types of mock ups to create.It also helped me choose a color scheme. This color palette contains

more of a variety with the Instagram platform while the Facebookplatform has some constancies with colors.

TIMELINE

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In the article "How Often Should You Post On Instagram In 2019?" fromSocial Buddy, it says that major brands and companies tend to post on

Instagram 1-3 times a day. Therefore, I would try to post at least twice a dayon Instagram. Although, they recommend to keep quality more importantthan quantity. So, they do not recommend filling your users feed with not

good content. This can lead to a decline in followers and user engagement.

The article "How Often To Post On Social Media: 2019 Success Guide" recommends to post when content is clearly quality and will engage yourusers. It is said to post no more than twice a day on a business Facebookpage. Statistically it was shown if there were more than one post a day

there was a decline in user engagement.

Based on both articles and for Sweetie Pie's on Main's targetdemographic. It would be clearly important to post twice a day to theirInstagram feed and once to their Facebook page. This will keep users

engaged with the company's content while also not irritating the users.

MEASURES OFSUCCESS

To measure the success of this plan, I will follow the userengagement on both Instagram and Facebook. I will use the likes andcomments as my way of measuring the success.

For optimal Instagram user engagement the likes should be morethan 600 per post. The comments should range from 15-25 per post.The Instagram page for this company is much more popular than theFacebook page. Therefore, altering the content the company shareson this platform will be most beneficial allowing the company toreach the biggest audience.

For the Facebook platform the likes and comments should increasesignificantly. There is very minimal interaction with content fromusers currently. A Facebook post should receive 20 or more likes withsome comments (5-10).

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CONCLUSION

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With the research I conducted on Sweetie Pie's on Main thecompany would be able to target their entire target

demographic. With the change in content provided on theirFacebook and Instagram platforms the store's user engagement

would increase and the user engagement consistency wouldincrease. Also, by creating a new posting timeline the users will

become more interested in coming across the company'scontent.

REFRENCES

1. Anderson, M., & Jiang, J. (2018, November 30). Teens, Social Media & Technology 2018. Retrieved fromhttps://www.pewinternet.org/2018/05/31/teens-social-media-technology-2018/

2. West, C. (2019, May 01). Social media demographics to drive your brand'sonline presence. Retrieved from https://sproutsocial.com/insights/new-social-media-demographics/

3. Erin. (2019, March 20). How Often Should You Post On Instagram in 2019?Retrieved from https://socialbuddy.com/how-often-should-you-post-on-instagram/

4. Myers, L., M., Hartshorne, D., Mittal, M., Wilson, M., Echols, M. (2019, April19). How Often To Post On Social Media: 2019 Success Guide. Retrieved fromhttps://louisem.com/144557/often-post-social-media

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