The Plant Shoppe
For my social media marketing class, we were tasked with creating a social media campaign for a business located in the Oklahoma City area. My team worked with The Plant Shoppe. I identified competitors, conducted a SWOT analysis, participated in creative brainstorming for the overall theme, and was responsible for the creation of all deliverables. This campaign was meant for classroom work only and was never put into action.
Overview
The Plant Shoppe is a plant and floral design studio, retail shop, and gathering space located in the Arts District of Oklahoma City, connected to Stitch Cafe. They are known for hosting community events and workshops.
The Plant Shoppe has a competitive advantage because they offer more than just one product or service. Along with selling plants, they host community events and have a strong relationship with neighboring businesses which helps attract different customers.
Despite having a nice aesthetic, a lot of followers, and many products/services to offer, they don't get much engagement on social media and have poor customer service reviews. Social media marketing could help attract more customers to their business, as well as strengthen customer loyalty and perception
Executive Summary
We were was tasked with developing a social media marketing campaign for The Plant Shoppe, a plant/floral design studio, retail shop, and gathering place.
While The Plant Shoppe has 23.9k followers on Instagram and an overall aesthetic social media presence, they face the problem of having low engagement on social media as well as a reputation for poor customer service and communication.
Through secondary research, a social media audit, competitor analysis, and identifying target audiences, we identified three goals to combat these problems: improve relationships with customers and local businesses, diversify content posted on social media, and create more authentic and personal content.
To help achieve these goals we developed the Cultivating Community campaign which seeks to place the community at the center of their marketing efforts. Through a laid-out schedule and budget, this campaign includes highlighting customers on their social channels, community outreach, and developing partnerships with businesses local to the OKC area such as bridal shops, farmer's markets, etc.
Although we don’t have full access to analytical data for The Plant Shoppe's social media, we also recommend the utilization of a content calendar for a consistent posting schedule and tools like Hootsuite which have functions to manage and monitor social media content.
Strategies
Posts
• Tagging customers in posts and posting more customer-focused content
• More reels, graphics & stories
• Shorter captions
• Promote events
Highlights
• DIY bar
• Stitch Cafe
• Plant of the Month
Partnerships
• Coffee shops
• Bridal shops
• Schools
• Nonprofits/Farmer's Market
Goals and Objectives
Improve relationships with customers & local businesses
• Increase engagement by 50%
• Increase shares/saves by 50%
Diversify types of content
• Have 10 videos posted per month (Reels, Stories, etc.)
More authentic and personal content
• Feature 5 customers per month
• Highlight employee favorites once a month
Target Audiences
Primary Audience
• Women
• 26-41 years of age
• College+ Education
• 30k+ income
Secondary Audience
• Men
• 46-60 years of age
• College + Education
• 30k+ income
The Big Idea: Cultivating Community
What?
Cultivating Community is a social media campaign that seeks to build and improve relationships between The Plant Shoppe, its customers, and local businesses in the OKC Metro area.
Why?
Based on competitor research and social media audits, The Plant Shoppe has mixed reviews due to inconsistent communication and customer service, as well as low social media engagement. The solution to these issues is to center community relations in their marketing efforts. Creating more authentic relationships with their publics will lead to an increase in engagement and reputation.
When?
This campaign will take place over May, June, and July 2022.
