Social  Media  Plan  Maryville  Florist  

                 

Social  Media  Strategies  Jenny  Hutton,  Heather  Elder,  Shelby  Montgomery,  

and  Andrea  Crawford  

   

TABLE  OF  CONTENTS    TABLE  OF  CONTENTS………………………………………………….…..PAGE  2  

MISSION…………………………………………………………………….……PAGE  3  

HISTORY………………………………………………………………………...PAGE  3  

SOCIAL  MEDIA  FOOTPRINT…………………………………………….PAGE  4  

  FACEBOOK………………………………………………………………PAGE  4  

  PINTEREST……………………………………………………………..PAGE  5  

  INSTAGRAM…………………………………………………………….PAGE  6  

COMPETITORS………………………………………………………………..PAGE  8    

  HY-­‐‑VEE……………………………………………………………………PAGE  8  

  BITTER  SWEET  FLORIST…………………………………………PAGE  8  

TARGET  AUDIENCE…………………………………………………………PAGE  8  

OUR  GOALS  FOR  MARYVILLE  FLORIST……………………..........PAGE  8  

STRATEGY………………………………………………………………………PAGE  9  

    INCREASE  AWARENESS………………………………………...…PAGE  9  

    “FIND  IT  ON  FACEBOOK”  PROMOTION………………….PAGE  11  

MEASUREMENT…………………………………………………………….PAGE  12  

MISSION  

To  sell  quality  flowers  in  a  friendly  and  welcome  environment.      

HISTORY    

The  history  of  the  Maryville  Florist  starts  in  the  1950’s.  The  owner  Keitha  Clapp  

bought  the  flower  shop  on  July  1,  2003.    Maryville  Florist  is  located  at  214  N.  Main  in  

Maryville.  

 “Maryville  Florists  proudly  serves  Maryville  and  all  of  Nodaway  County.  We  are  

family  owned  and  operated  and  we  are  committed  to  offering  only  the  finest  floral  

arrangements  and  gifts,  backed  by  service  that  is  friendly  and  prompt.  Because  all  of  our  

customers  we  important,  our  professional  staff  is  dedicated  to  making  your  experience  a  

pleasant  one.  That  is  why  we  always  go  the  extra  mile  to  make  your  floral  gift  perfect,”  

(Maryville  Florists).    

The  company  has  many  pictures  on  their  social  media  sites  of  what  the  front  of  the  

store  looks  like,  flower  arrangements  that  the  staff  has  put  together  and  donations  that  

they  have  made  to  other  area  businesses.    

The  first  post  on  Instagram  was  the  beginning  of  May  2013  and  has  continued  to  

post  pictures  of  vases,  flowers,  butterflies  and  candy  arrangements.  An  employee  takes  

pictures  of  these  items  and  uses  her  own  personal  account  to  promote  their  business.  The  

employee  started  the  hash  tag,  #MaryvilleFlorist  and  has  continued  to  use  it  when  she  

posts  pictures.    

Mrs.  Clapp’s  personal  goal  for  the  company  is  to  focus  on  one  social  media  site  and  

to  expand  her  target  audience  to  high  school  and  college  students.    

         

 

Social  Media  Footprint  

 FACEBOOK  (PAGE)    

Maryville  Florist  started  a  Facebook  page  in  April  2010  and  currently  has  513  likes.  

The  current  profile  picture  is  a  picture  of  the  sign  located  outside  of  the  business.  The  cover  

photo  changes  frequently,  due  to  seasonal  flowers  and  in-­‐‑store  merchandise.  After  talking  

to  Mrs.  Clapp,  she  has  been  updating  the  Maryville  Florist  Facebook  page  regularly  with  

pictures,  coupons  and  deals  going  on  in  the  store.  The  Facebook  page  in  the  past  was  used  

to  display  donations  made  by  the  business.  

The  shop  wants  to  advertise  to  more  high  school  and  college  age  students  by  posting  

deals  (coupons)  and  promotions  via  Facebook.  This  would  cause  more  in  store  traffic  in  the  

shop.    

 

       

To  increase  engagement,  the  shop  can  run  deals  that  encourage  students  to  bring  in  

their  student  ID  to  receive  discounts  on  store  products.  This  potential  deal  would  attract  a  

younger  audience,  which  the  store  would  like  to  have.    

Maryville  Florist  has  three  main  social  media  sites  that  they  use.  The  sites  are  

Facebook,  Pinterest  and  Instagram.  Facebook  is  their  primary  social  media  site.  If  the  store  

The  shop  runs  generic  deals  on  their  Facebook  wall,  but  it  isn’t  specific  

to  anyone.  

Posts  do  not  reach  many  people,  but  the  shop  has  potential  to  increase  engagement.  

was  more  active  on  one  site,  the  store  can  gain  more  likes  and  in  store  business.  To  reach  

more  followers  on  Facebook,  Maryville  Florists  should  switch  their  cover  photo  and  profile  

picture.    

 

     

 

 

  Facebook  is  the  main  social  media  site  that  the  shop  uses.  Maryville  Florists  do  not  

use  Instagram  or  Pinterest  to  their  full  potential.  

 PINTEREST  

Maryville  Florist  has  several  boards  including  displays  of  photos  from  the  business.  

The  business  also  shares  unique  ideas  of  what  you  can  do  with  flowers  and  other  creative  

ideas  for  people  with  a  green  thumb.  Maryville  Florist  has  their  logo  advertised  as  a  pin.    

  Maryville  Florists  uses  Pinterest  in  several  ways:  

1.   The  shop  advertises  their  business  logo  which  can  be  repined  on  other  users  walls  

2.   To  display  photos  of  flower  and  other  products  in  their  shop.    

Once  someone  clicks  on  their  pin  it  would  lead  them  to  the  actual  Maryville  

Florists  website.  

3.   The  shop  posts  pictures  to  encourage  creativity  of  different  types  of  arrangements  that  the  store  can  provide.    

Sign is cut off, so

viewers can’t see the whole

sign

Store hours, location and

phone number is on Facebook

Good way to give back to the community

Maryville  Florist  has  many  followers  on  Pinterest,  but  they  could  gain  more  followers  if  

the  business  promotes  their  Pinterest  page  on  Facebook.  The  shop  has  many  different  

types  of  boards  including  Etsy  Shop,  balloons,  wedding,  ideas,  yep,  prom,  plants  and  

Maryville  Florists.  

           

     

 

  Pinterest  is  a  growing  social  media  site  for  creativity.  By  showing  followers  that  the  

shop  could  do  with  plants,  flowers  and  other  products  in  the  store,  followers  would  be  

more  likely  to  come  into  the  store  to  buy  products  in  store  and  new  ideas  for  the  shop.    

INSTAGRAM:  

  Maryville  Florists  uses  Instagram  by  taking  photos  of  flowers  and  other  gift  ideas  

that  are  in  the  store.      

Sign is cut off, so viewers can’t see

the whole sign

Store hours, location and phone

number is on Facebook

A good variety of boards

Good follower to following

ratio

On  the  stores  Instagram,  they  have  pretty  pictures  of  things  in  their  store.  The  store  

doesn’t  use  this  social  media  to  the  full  potential.  Instagram  is  all  about  taking  pictures  and  

the  store  doesn’t  have  many  pictures  on  this  social  media.  

The  first  post  was  in  May  of  2013  with  five  pictures  of  flowers  and  the  Hello  Kitty  

stuffed  animals.  There  is  only  one  post  of  flowers  in  June  2013,  three  more  posts  in  July  of  

2013  and  one  post  in  August  of  2013.  If  the  shop  posted  pictures  more  often,  more  people  

would  see  these  photos.  

 

         

The  stores  follower-­‐‑to-­‐‑following  ratio  is  not  very  good.  For  all  the  followers  that  

Maryville  Florists  has,  the  shop  should  follow  those  followers  back,  to  show  that  the  shop  

cares  about  their  potential  customers.    The  lack  of  followers  that  Maryville  Florists  has  

shown  that  the  shop  isn’t  very  active  on  this  social  media  site.  If  the  shop  promotes  their  

Instagram  page  on  Facebook,  their  customers  would  be  aware  that  the  page  exists.  

       

Profile picture is too big.

Viewers can’t see all the

information.

Not an active user and not very much

traffic.

COMPETITORS    HY-­‐‑VEE  

Hy-­‐‑Vee  is  one  of  main  competitors  for  Maryville  Florist  because  they  sponsor  the  

Northwest  Missouri  State  University  Athletics  that  gets  their  name  out  there  a  lot.  Another  

way  Hy-­‐‑Vee  gets  people  to  buy  their  flower  is  that  they  run  specials  like  fuel  saver  points  

on  flowers  and  plants,  run  newspaper  ads  and  radio  ads.  On  the  negative  side  Hy-­‐‑Vee  is  a  

corporate  company  that  is  taking  away  from  small  town  businesses.  Hy-­‐‑Vee  also  runs  all  

their  specials  on  the  Hy-­‐‑Vee  website.  They  have  pictures  and  different  things  that  they  have  

in  the  store.    

 BITTERSWEET  FLORIST    

Bittersweet  is  also  another  hometown  store.  On  their  Facebook  page  there  are  many  

different  arrangements  that  they  do  and  it  is  regularly  updated.  Bittersweet  runs  more  

deals  than  Maryville  Florist  and  the  shop  has  a  mini  sign  saying  what  their  deals  are  in  the  

store.  On  their  website  it  also  has  many  different  pictures  of  the  flowers  that  the  shop  has  

and  the  flowers  are  not  very  expensive.  Also,  on  their  homepage,  the  shop  runs  deals  and  

deals  for  upcoming  holidays  and  different  center  pieces  that  you  would  see  in  magazines.  

 

TARGET  AUDIENCE    

The  current  audience  for  Maryville  Florist  is  people  45  years  of  age  and  older.  Not  

many  college  students  have  very  much  money  to  spend  on  small  gifts,  so  this  is  why  the  

audience  is  older  than  the  store  would  like.    The  shop  does  have  a  goal  of  reaching  younger  

people/  Students  and  by  having  deals  like  “Bring  in  your  student  ID  to  receive  20%  off  an  

arrangement  this  would  attract  a  younger  audience.      

OUR  GOALS  FOR  MARYVILLE  FLORIST    

Our  goal  is  to  concentrate  on  one  social  media  site  (Facebook)  for  Maryville  Florist.  

Facebook  is  the  primary  social  media  site  that  is  used  by  the  shop  to  reach  the  audience  

that  Maryville  Florists  already  has  and  wants  to  attract.  By  focusing  and  improving  one  

social  media  site  we  can  create  a  plan  that  can  be  used  for  other  social  media  sites  in  the  

future.    

STRATEGY    #1  Increase  awareness  of  Maryville  Florists  in  the  community:    

  One  way  to  increase  awareness  of  Maryville  Florists  is  to  make  more  of  a  presence  on  

Facebook.  By  having  deals  that  associate  with  different  age  groups  it  makes  the  public  

more  aware  of  what  is  in  the  store.    

High  School-­‐‑  •   Prom    

 •   Homecoming  

o   Facebook-­‐‑  §   “Come  buy  your  homecoming  corsage/boutonniere  at  Maryville  Florist  

to  be  entered  into  a  drawing  for  a  free  corsage  and  boutonniere  combination  for  Prom”  

•   Graduation  

o      

•   School  dances  o   Facebook  

§   “Bring  in  your  Spoofhound  card  and  receive  a  discount  on  select  flowers”  

College  •   Homecoming  

o   Facebook-­‐‑  §   “Bring  in  your  Bearcat  Card  to  receive  a  discount  on  in-­‐‑store  items”  

•   Graduation  

•   Organizations  social  dances  

o   Facebook-­‐‑    

§   “Make  any  occasion  special  with  a  matching  corsage  and  boutonniere  from  Maryville  Florist”    

•   Other  special  occasions      o   Facebook-­‐‑  

§   “Brighten  someone’s  day  with  a  surprise  delivery  from  Maryville  Florist.  We  deliver  in  town  and  on  campus.”  

Maryville  Residents  •   Holidays  

o   Facebook  §   “As  the  holiday  season  is  approaching,  Maryville  Florists  has  a  wide  

variety  of  flowers  and  seasonal  décor  for  all  your  holiday  needs.  Come  by  today  to  pre-­‐‑order  your  holiday  poinsettias  in  time  for  Christmas.  

•   Funeral  o   Facebook  

§   “Let  Maryville  Florists  help  make  the  memory  of  loved  ones  special  with  a  beautiful  floral  selection”  

•   Wedding  o   Facebook-­‐‑  

§   “Order  your  wedding  floral  arrangements  today.  Let  Maryville  Florists  help  make  you  special  day  even  more  special.”  

•   Home  décor  

#2  “Find  it  on  Facebook”  promotion       Maryville  Florists  can  run  a  “Find  it  on  Facebook”  promotion  by  having  customers  bring  in  their  mobile  phone  and  show  an  employee  the  “it”  that  was  supposed  to  be  found  on  

Facebook  for  a  discount.  Once  a  month,  the  shop  can  post  this  promotion  to  have  the  

customer  find  the  flower  of  the  month.    

  Example:  “Find  the  sun  flower  picture”  and  the  photo  will  be  posted  on  the  shops  

timeline.    

 MEASUREMENT  

    Measuring  how  many  high  school  students,  college  age  students  and  community  

members  have  been  reached  can  be  simple  for  Maryville  Florist  to  do.  Ways  would  be  to:  1.    Track  and  monitor  progress  on  the  Facebook  “Like”  page  using  the  Admin  Panel    

a.   Track  and  monitor  who  visited  the  page  

b.   Track  and  monitor  how  many  people  are  talking  about  the  page  

c.   Track  and  monitor  who  posts  on  the  page  

d.   Track  and  monitor  the  age  group  of  people  that  have  liked  the  page  

2.   Track  and  monitor    the  number  of  people  that  come  into  the  store  with  their  student  ID  

a.   Enter  the  student  into  a  drawing  for  a  discount  on  a  floral  arrangement  or  home  

décor  

b.   Have  a  tally  system  for  how  many  student  ID  cards  have  been  shown  

Measuring  the  “find  it  on  Facebook”  promotion  the  store  can  keep  a  tally  on  how  

many  people  that  have  come  into  the  store  showing  that  they  have  found  the  “it”  on  

Facebook.