final project
karinab123
SampleSocialMediaPlanPowerpoint.pptxIvia retró social media strategy
Nicole Harvey
Brand definition
Ivia Retró Vintage provides the everyday woman with affordable, trendy and fashion-forward curated vintage clothing.
persona
Name: Diana
Occupation: Part-time Sales Associate
Age: 21
Gender: Female
Salary: $35k
Location: Miami Beach
Education: Student seeking Bachelor’s Degree
Family: Lives with parents, single.
Diana is passionate about sustainability in fashion and often shops for second hand clothing or from sustainable brands. Her style includes classic minimal clothing with a neutral color palette. She seeks to find clothes that will last years rather than for a season, so she tends to stray away from trends.
Demographic and Psychographic Accordingly to census.gov Small Business Profiles / ESRI Tapestry Segment
| Total Population | |
| Age | 18-24 |
| Location | Miami Beach, Florida |
| Gender | Female |
| Income level | $25k-$35k |
| Education level | Associate’s, Bachelor’s |
| Marital / family status | Single, living with parents |
| Occupation | Sales Associate |
| Ethnic Background | 54.9% are Hispanic, 38.3 are Caucasian, 3.03% are African American, and 1.45% are Asian. |
Psychographics
IAO:
Fashion, thrifting, concerned about climate change, environmentalists, vegetarians/vegans, liberals, green customers.
VALS: Strivers and Experiencers
What does your product or service do really well?
Ivia Retró Vintage is one of the many digital thrifting websites on the rise. Users can scroll through the Instagram feed, and purchase a desired piece directly from the shop by commenting or direct messaging the account.
What does your product or service do really well?
Ivia Retró Vintage is a small online business on Instagram. Followers can directly purchase one of the many vintage items in her shop straight from their Instagram feeds or by replying to her Instagram stories.
Who needs this?
People who thrift or shop second-hand. Eco-conscious consumers.
Opportunities and threats
Ivia Retró Vintage has affordable pieces compared to other shops who dramatically upscale their prices. Some competitors include Depop, Poshmark, Ebay, other Instagram vintage shops. The goal of Ivia Retró Vintage is to provide fair prices of curated vintage clothing for the everyday woman.
Smart goals and kpis
Communication Goal: Increase brand awareness by 30%, specifically targeting millennial women, on Instagram by the end of the year.
KPIs:
Increase profile visits, post impressions and number of likes, comments, and shares by providing high quality content on Ivia Retró’s Instagram page.
Increase number of conversations from tags or mentions on Ivia Retró’s Instagram page.
Business Goal: Increase number of sales to 300 per month.
KPIs:
Provide on trend vintage clothing for prices between $20-$70.
Offer free shipping once every month and provide holiday deals.
Social media channels
Main Channel: Instagram
Secondary Channel: Depop
These two social media channels are dominated by younger people who have an eye for just that.
Content marketing plan
Second quarter: April, May and June
Launch “Sustainable Fridays”
Inform our followers through Instagram stories facts about the detrimental social and environmental effects the fast fashion industry has on the planet.
Host beach cleanups, tree plantings and donation drives.
