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

Print

• Flyers at check out counters

• Postcards—twice a year

• Store decals—promoting social channels

Instagram

• 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

Pinterest

• 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

Facebook

• “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

Twitter

• 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?