The Clay & Glass Gallery must leverage social media strategies in order increase attendance back 20,000 customers and increase shop, classes and workshops sales �
Your Goals equal Our Goals!
Shivani Sharma
Deanna Warren
Dorine Paté
Emily (Bei) Li
Natalie Barry
Nicole Smiciklas
Edina Hidic
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Social Media Networks Recommendation
Agenda
Recommendation
Social Media Audit
Implementation
Evaluation
Conclusion
Recommendation
Clay & Glass Core Criteria
Establish
relevant follower base
Capitalize
relevant social media trends
Strict Budget
$325 from December to March
Create
Engagement across social media platforms
The Clay & Glass Gallery should develop a curated and scheduled social media plan tailored to consumers
Major Event Campaigns
Christmas Shopping
March Break Art Camp & Play with Clay
Annual Gala
General Campaigns
Facebook Contest
Like FB Page + tag two friends→ entered to win a gift shop gift card
Increases engagement
Instagram Takeover
Feature artist taking over IG account
Mutually beneficial for Clay & Glass + Artist
General Target Population
Graphic Design
Graphic Design
Graphic Design
Graphic Design
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer pulvinar
Kitchener -Waterloo
70%
30%
Toronto
www.companyname.com
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12
Consumer Segmentation
Susan
“Stay-at-home Mom”
Play with Clay Sunday Sessions
Campaign Consumer Segmentation
Nadia
“Savvy Businesswomen”
Annual Gala
Kelly
“Empty Nesters”
Christmas Shopping
Kelly�“Empty Nesters”
Values Recommendations from friends online
Waterloo, 50, full time employment
Family Income $120,000
Uses SM in for idea inspiration and consumer product research
Must introduce artwork early to reach her
Susan “Stay-at-home Mom”
Relies heavily on recommendations, word of mouth
Uses SM daily to update followers**
Retain her via nostalgic activities with children
Waterloo, 35, Stay at Home
Family Income $80,000
Nadia�“Savvy Business women”
Relies on a combination of recommendations, word of mouth, and SM for purchasing decisions
Desires aesthetically pleasing environment
Retain her via appealing to artisan and lifetime value
Downtown KItchener, 37, TD Bank Executive
Family Income $120,000
Social Media Audit
Over 2300
museums and related institutions in Canada
Emphasis
On educational interactive components (like classes& workshop)s
Reliant on
The Government for funding—lack of public funding
Generate
Revenues from programming, events, & gift shops
Situational Analysis – Industry
Clay & Glass
Situational Analysis
S
Individuals can develop art vocab, art appreciation and feel confident about their interpretation
Offering extraordinary & educational programs
Large opportunities for learning
Mission
Vision
Strengths
Strong Presence across different channels
Leveraging growing platforms
Budget Friendly Content
Weaknesses
Lacks content schedule
Different Brand Stories on SM Channels
Cluttered Content on channels
30%
70%
Demographic Analysis
Older Millennials (Early Stage Families—25 to 44)
Mid to high level incomes
Kitchener, Waterloo, Toronto
www.companyname.com
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23
Luxury
Affordable
Broad
Niche
“Empty Nesters”
“Savvy Businesswomen”
“Stay-at-home Mom”
Platform Analysis
1000 Likes
4% engagement rate
Leverage FB algorithm, to be the most relevant content on a user’s newsfeed.
Unprofessional Following to Follower Ratio
0.7% Engagement Rate
Debate/Conversion Starter based content
1000+ Followers
10% engagement avg.
Does not leverage time sensitive features
Implementation
General Campaigns
#AskTheArtist
General Campaign
1st of every month starting December 1st
Instagram Stories
Increases brand health & creates more cohesive story
�
Holiday Contest
General Campaign
December 11-15
�
Incentivizes engagement and generates sales leads
Christmas Shopping—Campaign 1
Member Discount Week
November 25th- Dec 9th
Extended Hours:
December 17th- 21st
Paid, Owned, Time Sensitive content on Facebook + Instagram
Paid Promotions:
December 5, 9, 17,19, 21�
Play with Clay Sunday Sessions—Campaign 2
December 10th - February 23rd
6 promotions sessions
Commentary Actions:
Leveraging tourism media influences
Paid, Owned, Time Sensitive content on Facebook + Instagram
Paid Promotions:
Take place on a biweekly basis
�
March Break Art Camp
Campaign 3
February 11th - March 4th
Commentary Actions:
Owned Time Sensitive content on Facebook + Instagram
No Paid Promotions
�
Annual Gala—Campaign 3
December 22nd - March 15th
week before Gala
Paid, Owned, Time Sensitive content on Facebook + Instagram
Paid Promotions:
Weekly basis�
Campaign
1
Campaign
2
3
Efficient action plan and safeguard time based on any contingencies
Nov 2018
Mar 2019
April onwards
Implementation Schedule
Dec 2018
Jan. 2019
Feb 2019
Campaign
General Campaign
Evaluation
�
Social Media Networks Recommendation
Appendix
Christmas Shopping—Additional Photos