DIME Social Media Plan.compressed

The DIME Store Social Media Plan

Presented by: Sarah GuentherAllie RokasLaraib PerachaKaitlin FikeAshley Jefferson

1.1.

DIME: Introduction & Information

The DIME Store (the Denton Independent Maker Exchange) was founded in 2010 by Shelley Christner and Rachel Aughtry, originally under the name "Etsy Denton". The DIME Store is a collection of art and vintage items from over 40 local artists. The store offers everything from vintage clothing to handcrafted furniture. The store also hosts events throughout the year that include late hours on First Fridays, artist trunk shows on the second Saturday of each month, a weekly yoga class, and a twice-yearly bazaar held at the Center for Visual Arts.

Address: 510 S. Locust St, Denton, TX 76210Hours: Monday-Saturday 10 a.m.-6 p.m., closed SundaysPhone: 940-381-2324Website: http://www.dimehandmade.com/Facebook: 5,033 likesInstagram: 4,823 followersTwitter: 199 followers

2.

DIME: SWOT Analysis & Goal

- Located on the Denton square- A good presence in the local community- Supports local artists - Good online presence - Active etsy account- Affordable prices- Unique products- Active Facebook and Instagram accounts that showcase products

- Twitter page inactive since 2013- No Pinterest page- Not franchised- Limited hours, closed on Sundays

- Have the opportunity to become franchised- Desire of customers to purchase unique and localy made products- Hold events or table on the UNT and TWU campuses to promote the store

- Other competitive boutiques and retail stores on the square, including The Boyd Girls Vintage Market, The Palm Tree Boutique, Texas Turquoise Boutique and Serendipity on the Square

Strengths:

Goal: To build The DIME Store’s brand awareness and promote local community involvement.

Weaknesses:

Opportunities: Threats:

3.

DIME: Objective 1

Objective 1: Create a 15% increase in awareness of the DIME Store among young people ages 18-35 in the Denton community by October 1, 2016

Strategy 1: Influence college students and other residents of the community to visit the store for one of a kind purchases.

Tactic 1: Weekly Instagram and Facebook pictures showing their newest handmade products.Tactic 2: Weekly posts on Facebook and Instagram showing in-store deals.Tactic 3: Offering specific deals just on weekends, which is when students and residents are more available to visit the store and posting deals on Facebook and Instagram.

Strategy 2: Engage more local college level artists at the universities to sell their work at the store.

Tactic 1: Showcase of individual artists and their work on various social media platforms like Facebook, Twitter and Instagram by having a ‘Maker of the Month.’Tactic 2: Have an individual artist take over the instagram account and show their process of work or new proj-ects they are working on for the store.Tactic 3: Conduct a competition in which the artist and the store collaborate and determine who wins on submit-ted handmade products.

Strategy 3: Establish traffic on all social media platforms, including revamping Twitter page and creating a Pinterest page.

Tactic 1: Post quick 10 second weekly instagram videos of a handmade product being made.Tactic 2: Best selling artists post a quick tutorial video on how to DIY (Do it yourself) quick products on Insta-gram and Facebook. Tactic 3: Tweet weekly about new products, deals, events and promoting the Pinterest page. Tactic 4: Create multiple boards on Pinterest relevant to the products sold in the store; pin new ideas and products every day. Post weekly on Twitter and Facebook promoting the Pinterest page. Tactic 5: Create a store hashtag to use for all posts on Twitter.

4.

DIME: Objective 2 & 3

Objective 2: Increase in-store sales 10% by October 1, 2016

Strategy 1: Set sales goals daily, weekly and monthly to reach a set number by October 1.Tactic 1: Promo codes will be posted on our Instagram for in-store use only.Tactic 2: Conduct at least one Twitter poll monthly asking followers what type of products they would like to see more of in-store (i.e, handmade bath products or handmade jewelry).

Strategy 2: A “sales event” will be held on April 16 for all shoppers that come in.Tactic 1: Hold an in-store promotion that gives away a discount if the shopper follows the DIME Twitter account.

Tactic 2: Allow people to tweet using the store hashtag to get an extra discount during a sales event.

Tactic 3: Have a give away on Instagram and to be automatically entered they will have to like the post and tag three people on the post.

Objective 3: Increase Etsy sales 10% by October 1, 2016

Strategy 1: Set sales goals for each member of the Etsy shop team.Tactic 1: Promote monthly newsletter on the Twitter account featuring a different maker’s shop.

Tactic 2: Promo codes to use during checkout on the Etsy shop will be given on a weekly Instagram post to drive traffic to the Etsy shop.

Strategy 2: Drive more traffic to each member’s Etsy shop.Tactic 1: In the ‘Maker of the Month’ post, incude the featured artist Etsy shop link.

Tactic 2:Promote an online “happy hour” on our Instagram, Twitter and Facebook accounts for the Etsy shop on Wednesday nights from 7:00-9:00 which features a specific section on sale during that time.

Tactic 3:Following each newsletter, the DIME “Maker of the month" will host a tweetchat on Twitter using our #DIMEhandmade hashtag. The tweetchat will be open for questions about the seller’s art and inquiries for anyone interested in handmade goods.

Tactic 3:Shoppers will have the opportunity to take a photo in store holding a sign that features the logo of our Etsy shop and then will be featured on the Instagram, Facebook and Twitter accounts.

5.

To evaluate whether or not the strategic plan is successful, we will look at each individual objective to see if it reaches our overall goal. We will also monitor the plan as it is happening and make sure that each objective, strategy and tactic is achieved.

Objective 1: To evaluate our first objective, we will conduct surveys of young people ages 18-35 in the Denton community before and after the plan is implemented to see whether or not the store’s brand awareness increases in the local community. We will also look at how often our content is shared and retweeted on Facebook and Twitter to see how engaged our customers are on social media.

Objective 2: To evaluate our second objective, we will compare our in-store sales before and after implementing the strategic plan. We will also look at how many customers take advantage of our special sales promotions.

Objective 3: To evaluate our third objective, we will compare our Etsy sales before and after implementing the strategic plan. We will also look at how many customers take advantage of our online promo codes and happy hours.

After measuring the success of each of our objectives, we will identify ways to improve our plan for the future. We will also include social media metrics to evaluate whether our social media posts work to increase our brand’s awareness.

DIME: Evaluation

6.

DIME: Monthly Calendar

7.

APRIL 2016SUNDAY SATURDAYFRIDAYTHURSDAYWEDNESDAYTUESDAYMONDAY

1.

7.

25.24.

17. 18. 19.

26. 27.

20.

10. 11.

3. 4.

12. 13.

5. 6.

30.29.28.

21. 23.

14.

22.

16.15.

8. 9.

2.Posthandmadeproduct of the day

Showcasing in-store deals& introduce Maker of the month

Artist DIYvideo & EtsyNewsletter link

Posthandmadeproduct of the day

Post select weekend deals & EtsyNewsletter link


Updated posts about todays sale event




Promote Etsy Newsletter & invite new artists to store


PINTERESTDaily Posts

FACEBOOK6 Days a Week

TWITTER5 Days a Week

INSTAGRAM6 Days a Week




Conduct Twitter poll & in-store promos & deals

Post in-store promos & deals folowing objective 2



Post about Etsy shop deals & promos




Maker of the Month hosts Tweetchat




Posts promoting the Pinterest page



DIME: Weekly Example Posts

SUNDAY MONDAY TUESDAY

WEDNESDAYTo follow up with objective 2, in-store promos and sales will be posted frequently on Instagram, Facebook and Twitter to help increase in-store sales.

A weekly post of the handmade product of the day will be shown on Facebook and Instagram to prod-ucts and individual makers.

Weekly DIY videos will be posted to Instagram and Facebook to promote artists and to help get the communitry more involved with the store.

Twitter will post frequently about deals and news on the Etsy store to raise more awareness to customers.

in-store purchase using the promo code DIME10 this week only! #DIMEhandmade

Stop by our store and recieve 10% off your Maker of the Month, Mandy Cave! Check out her work in store and on Etsy. #DIMEladies #DIMEhandmade

Our artist DIY video is up featuring our

8.

FRIDAYSATURDAY

DIME: Weekly Example Posts

THURSDAY

Frequent posts across Twitter, Facebook and Instagram will invite new artists to the store to increase community involvemnt and help engage more store awareness.

A ‘Monthly Maker’ post will feature a local artist from the store to help promote their work and their Etsy account.

Daily Pinterest posts will be made picturing different items in the store to increase awareness and promote the makers on a new social platform. The posts wil also link to the Etsy store and allow viewers to purchase the products shown

Our social media plan will implement all of our objectves to reach our goal of increasing brand awareness and promoting more community involvement. We will reach our audience across four different social media platforms to promote different ways that they can be apart of the DIME crafting community by either joining the team, or becoming a customer.

9.

Documents

DIME Social Media Plan.compressed