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Savvy Seconds and 1sts A social media campaign utilizing story and content strategy

Katherine Tallis Social Media & PR Strategies December 12, 2013

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Table of Contents Preparing a social media marketing campaign

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Incorporating story and content strategy

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Strategic plan: Outlining the story strategy . Execution plan using content strategy: Content focus .

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Content type .

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Content frequency

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Measuring results

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Charts / images / supporting evidence

“Fashions fade, style is eternal. Don’t be a blind follower of the fickleness of fashion… be a brave leader, create your own style. But most of all, be your own person.” - Aurelio Costarella -

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Preparing a social media marketing campaign: The driving essence behind any successful company or business, is to be yourself, stay true to your core values, and have an open communication with your target audience. More importantly however, is to listen to your consumers and what they want and need. This social media campaign is designed to take the previous discoveries of what Savvy Seconds consumers want and need, and to put a decisive social media plan into action from those discoveries. By introducing the campaign of “Create Your Own Style,� it will open the door to connect with their target market on every social media platform, gaining greater awareness and utilizing their social media word of mouth. This campaign will begin by taking Savvy Seconds current social media platforms that are being used (such as Facebook, blogs / website, and Twitter), and improving their overall communication and content. By analyzing the questions that are asked in the store or online (such as: do you carry maternity clothing? How do I layer winter clothing? Is this something that can be worn during a date or at the office?), Savvy Seconds can take this information and expand upon it and tailor their current social media platforms to what their consumers are asking. As Savvy Seconds improves their content and get comfortable with handling these platforms, more will be introduced gradually over the three months to make sure that the quality of posts are not overlooked by introducing Tumblr, Instagram,

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Pinterest, YouTube, and so on.

Incorporating story strategy and content strategy to deploy a social media marketing campaign: Savvy seconds – a place for yesterday and today. Where shopping for any era and occasion is ready and waiting for you to discover. With 100 years of fashion all represented in one store, there are many stories to be told. Such as, who were the previous owners of the clothes? How did they wear the clothes vs. how you wear them today? What are the similar styles? Repeating fashion trends from previous eras is becoming more and more popular – cat eye glasses from the 50s, studs (on everything) from the 80s, and highwasted short shorts and flowy skirts from the 70s – how do you wear these styles today? The previous owner wore if for a date night at the movies, and now the new owner wears it for her sister’s graduation party. She is always ahead of her time, being versatile, flexible, and each style can easily transition from decade to decade By offering timeless pieces of clothing and accessories for women, Savvy Seconds offers her shoppers a unique and one-of-a-kind approach to style and individualizing her wardrobe. In posting on social media about how the great fashion pioneers accessorized and put together their outfits, it gives new inspiration for Savvy Seconds core demographic on how they can put their own personal spin on an outfit, giving it new life in a new era.

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Outlining the story strategy: Mythologies and social narratives IKEA, Chanel, Vitamin Water, Coca-Cola, Geico… what do all these brands have in common? A unique story strategy that stands out from the competition – admit it, reading these brands made a small image pop into your head of something, (blue and yellow logo? Quirky and funny ads? Classic image of gold and pearls? Polar bears? Etc.). It was the successful communication of conveying emotion, entertaining their public, and remembering the past while teaching about the present. It’s about perceived meaning in the consumers mind, not necessarily the truth. Some myths or social narratives about vintage or gently used clothing, is that it’s old, worn, and dirty. That boutique items are overpriced and too expensive for college budgets or entry-level job salaries. Or even that resale items have holes, stains, rips, or other signs of being cheap material that’s old. Some positive mythologies though, is the ability to find items that you can’t get anywhere else – the diamond in the rough, being inexpensive, or that the product is equal to the resale price. That you as the consumer are supporting a small town business that also helps the local economy and help grow that community while having a positive impact on it as well. These preconceived notions about vintage or gently used clothing are both the downfall – and the charm – when communicating with the public. It’s an obstacle that

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we as the brand communicators must overcome to the public. Dominant narrative to help frame the story These positive (and negative) mythologies can be framed around the core consumer who shops at Savvy Seconds. When someone thinks about your brand, you want them to have a distinct image or message that your consumer thinks of. While developing this social media campaign and raising awareness, we want to change the negative perception in the consumers mind into a positive one. The dominant narrative that Savvy Seconds is framing their social media story is around their average consumer: she is a savvy shopper who likes to look chic while shopping cheap. She is a socially conscious shopper who doesn’t believe in “mainstream” shopping and brand labels. She believes in looking good and feeling good about what she’s purchasing and having a relationship with store owners where she isn’t just a number – she’s a valued customer who is genuinely encouraged to come back and visit. A unique style and look that only she is wearing – even if no one else thinks it looks cute – have confidence in being weird and different. Be bold, daring, and adventurous with your style, its okay to experiment with your looks.

Defining message campaign/ framing around mythologies We can frame these mythologies in the consumers mind in not only the type of clothing that is sold in the store, but also the atmosphere that she walks into. The 6


personality that is portrayed on social media that lets her put a descriptive face to the store. Since we are trying to appeal and gain greater awareness from those who are not necessarily foot traffic shoppers that live near to her stores location, it is imperative that both online and in-person store personalities are consistent and dominant. Her social media and website is a further extension of who she is as a store owner and paints a more dynamic picture for the consumers.

Memes (slogans/symbols/rituals) that your audience will pay attention to your message or idea “Savor the sassy flavor”, “tempt your tenacious and dangerous tastes this fall”… with the changing of every season or new style or change have a new theme for the season. Slogans would run about a month long – including hashtags, images, phrases, and “ask Brooke” on how to use these key pieces or style ideas. By actively listening to the groundswell, Savvy Seconds can not only gain the attention of their core consumers, but keep them engaged as well.

Conflict framing to audience The main conflict that Savvy Seconds is facing, is changing the perception of what “unique, boutique, vintage, and resale” really means. Who the average shopper is

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that visits these stores and what type of budget you can shop on and the types of looks you can get. With high priced and high status logo brands such as A&F, White/Black store, Pink VS, Forever 21, Urban Outfitters, and other well known household brands like Macy’s and Kohl’s, it’s difficult to come up in the consumers mind for location, quality, and price. We are aiming to frame Savvy Seconds in the consumers mind as the unique one-stop-shop that you can’t miss. That you need to go shopping at Savvy Seconds. It’s framing the conflict of helping a small business with a strong backbone and high ethical standards who has a genuine love and appreciation for her customers. Letting consumers see the personal touch and friendliness to a business instead of the cold, faceless corporate image that most think of when thinking about larger name brands. Another conflict to frame in the consumers mind, is the survival of a small business in a tough economy with competition on every block. What makes this store stand out from the rest? Why should I bother spending my hard earned money here? These are questions that we must not only answer, but clearly define in the consumers mind.

Main characters in the story / campaign and their relationship Key players will be the store owner to put an actual face to the company. We can include an image of her and her mother when they first opened the store, to show their roots and where they came from. We can also show the store dog – giving it

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another unique angle and humorous approach (you don’t see that in most main retail chains these days!). The relationship that they will play in the framing of the story is to pull the human emotion from the consumer – let them engage in the humorous and down-to-earth personality while still enjoying a boutique shopping experience.

Images/foreshadowing/assumptions introduced into campaign - Store owner  she will be the primary face to the company keeping a consistent voice between the brand identity online as well as in the store (and of course with the store dog as the cute sidekick). - Client  putting a face to Savvy Seconds average everyday shopper, we will be introducing “ask Brooke” who is the typical vintage shopper. She will answer any questions that are asked on social media and will work as a “Dear Abbey” in this social media campaign. She will be the connection between the brand and the unseen shopper who prefers to be “anonymous” online. - Bygone era  introducing fashion inspiration and trends from other eras such as the roaring 20s, classic 50s, or rocker 80s. Teaching how to pair these items, ways to wear them, and where you can wear them.

- Content focus: - Target audience  women, ages 20 – 30, beginning of defining personal style,

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college student or beginning her career as a working woman, socializes with friends, independent, various ethnicity, and experiments with her style. - Ideas introduced  be creative and passionate about your style, don’t apologize for who you are, it’s ok to make fashion mistakes, experiment to find out what you do and don’t like. Have an “Ask Brooke” section for consumers who have questions on everything style and fashion – gives them another tie to the company even if they can’t physically make it into the store. - Twitter hashtags/keywords for monitoring in content strategy  #OwnIt #BeFree #ExpressYourself #IndependentStyle #BestDressed #StudentStyle #OfficeStyle #RedefineUnique - What do audience want to talk about that you can lead in conversation  different ways to pair outfits, how to get more than five wears out of an outfit (accessorizing, adding and pairing various items, etc.), trending styles, new ways to wear something, how to up-cycle something yourself, what’s appropriate for work vs. what’s appropriate for school, how to wash delicate clothing, properly layering and color blocking clothing. - What isn’t available to them now  with the explosion of the internet and all the various tools available because of it (Pinterest, Instagram, Facebook, Google for any questions, phone app’s, etc.), personal stylists at stores giving you advice on how to pair items together, there are no new foreseeable tools to help consumers. - General voice and style communicating to audience online  the voice and

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tone that will be used is going to be open, honest, and follow the speaking pattern of the owner to keep with one consistent voice. Open question forums, opinion posts, asking consumers what they want to see in the store or what they want to know… getting the consumers insight into what they need will be key for keeping consumers coming back for more and building a lasting and trust relationship between the brand and the consumers. - Characters we would like to create  a fictional “go-to” for fashion advice columnist who would be posting on various social media sites, such as “Ask Brooke” much like “Dear Abbey” in the newspapers. She will offer advice on anything to do with fashion and accessories. From how to mend ripped sweaters, to cleaning antique jewelry, to successfully layering in the winter, “Ask Brooke” will be the go-to girl code guide for all things fashion.

- Content type: 7 Content Building/Enhancing Ideas: 1. Started as a mother daughter business – show the “behind the scenes” story on where they came from, what their roots are, etc. 2. Growing a small dream into a reality – the story of a mom and daughter business that started as a fantasy and became a successful reality 3. Independent businesses vs. corporate takeover – show the personalized shopping, price differences, and why a small business is better than corporate 4. Young entrepreneur and her dog – a story of girl power and overcoming the odds, prevailing through a tough economy and proving you can accomplish anything you set your mind to

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5. Growing up as a savvy shopper at second hand retail stores and vintage shops – get the inside track for best places to visit in the city for not only vintage clothing (supporting other local small business stores) but music shops, venues, and events 6. Power of shopping locally and supporting your neighborhood businesses 7. Creating your own unique style and finding your true image – showing how to pair various items, ways to dress for a date or interview, “Ask Brooke” 2 Content Building Ideas Referencing a Competitor: 1. Is the power of personal shopping and individual help dying with the takeover of corporate America and the disappearance of small businesses? 2. What’s your flavor? The trend of smaller clothing sizes grows as individual style decreases in an increasing similar clothing style world 1 Blatant Marketing Ploy for Client: 1. After hours shopping event with guest DJ’s or local musicians in the Chicago area promoting seasonal outfits like summer, fall, Christmas, new years, etc.

Examples for 70/20/10 rule If Savvy Seconds utilizes the 70/20/10 rule, it will draw more interest by the consumers – both new and old – by promoting ideas on all social media platforms to reach the greatest amount of exposure, especially by those who are not within walking distance or who live in the immediate neighborhood. The reason why social media is so brilliant – for both a business as well as for personal socializing reasons – is that it connects you to people that you otherwise wouldn’t have been able to connect to. For example, a student in another town or even another state, who is on Pinterest or Instagram sees a new fashion inspirations or new ways to style something, will be able to connect with Savvy Seconds and be exposed to a new ideas and also have the ability to purchase those items online. It expands your word of mouth advertising as well as generating greater exposure – all without spending a dime!

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- Facebook – create events and invite friends, upload photos, have special prizes for “checking in” or “liking” page - Pinterest – upload photos to various boards and pin to social groups besides private board - Twitter – include hashtag from campaign and encourage all patrons to tweet about event for special prizes - Instagram – upload photos from event including hashtags - Captions/tweets include: #passion4fashion, #expressyourself, best fans around! @fansonsocialmedia thank you for joining us today!

- Content Frequency - Schedule for content on social media  exclusive shopping event once a month, throwback Thursdays – vintage style inspiration from different decades each week, during weekdays have work/school appropriate clothing options that are fun and flirty yet functional, weekends have “date clothing” or fun themes like that, feature a musical artist of the week, show new or trending styles and various ways to work with them, have fan appreciation day where loyal shoppers submit photos and are featured on social media - Mapping of social media content  personalized to each social media outlets with similar but different ways to phrase things but tie in together with one main theme (ex: throwback Thursdays, fan appreciation Fridays, wild weekend wear, lunch break music, etc.). Mapping of content will be daily but not necessarily every day – we want to be seen as active but not to the point where we bore the consumer or viewer.

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- Measure your work - Tools/platforms using to deliver campaign  primarily social media, utilizing all platforms including Instagram, Pinterest, Facebook, Twitter, Vine, enewsletter, and Google+. Print will also be used. Especially in sending out flyers announcing special shopping events in various surrounding neighborhoods and other areas where Savvy Seconds key demographic is located but may not know about her store. This can be measured by Google analytics as well as Klout. Fashion shows and newspaper articles – put those up online to increase awareness – doesn’t reach everyone if they don’t physically go into the store often. By saturating all available platforms of social media – by utilizing the current platforms that Savvy Seconds is on such as Facebook and blogs, improving both content and frequency of content – we can expand to grow on all platforms of social media. By utilizing all available social media outlets we can ensure that all key audience members are targeted and reached, expanding the potential to be heard. - What were going to be measuring  Quantitative data: by utilizing various tools such as Google analytics and Klout, we can measure the web traffic, impressions, unique visitors, and how long each visitor is staying on our website page. We can also measure this success by the increasing number of “likes” and “friends” on Savvy Seconds various social media sites. These number will also translate into higher sales and more success at the registers

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bringing in a greater revenue and greater return on investment. Qualitative data: by seeing an increased number of foot traffic and word of mouth advertising we can measure the quality of how well these tactics are working. - Recommendations to adapting to external changes such as holidays, unexpected events, etc.  Make sure to share everything with your public on every form of social media that you are present on. Your customers are like your family – when something happens they need to know about it immediately and with open and honest communication. Unexpected events: severe weather/death or sickness/fashion events (such as the fashion show)/ vandalism or breaking in Holidays: Christmas, thanksgiving, 4th of July, New Years, Easter – ability to utilize these events and create a fashion forward look. Also an ability to go to social media and remind shoppers about getting a fresh look for the holidays or upcoming office meeting/party/events

Supporting evidence:

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Savvy seconds and 1sts finalcopy  

Social Media & Marketing Strategy