The document outlines a social media plan for a crafts business to increase its following and engagement on key platforms. It identifies the target audience as middle-class women interested in DIY projects. An analysis of the business's current social media presence found most engagement on Instagram and high potential for TikTok. Competitor research informed a strategy using paid/owned/earned promotions tailored to each platform. Sample posts and a monthly calendar were provided to implement the plan.

1. ● Simple yet effective, low-lift plan for creating and posting
content
● Continued utilization of the 3 platforms being used presently
with a goal of increasing the following on each platform by
30% quarterly and upping engagement by 50% quarterly
Social Media Goals & KPIs

2. Target
Audience
Target
Audience

3. Demographics
● Middle class women between the ages of 30-55 in Fishtown and the
Philadelphia area
● All races and ethnicities are targeted considering Philadelphia is a
culturally diverse city
● The target demographic has a per capita income of roughly
$50,000/year, or are stay-at-home moms/homemakers
Target Demographic

4. Demographics
● These women are creative, arts & crafts types
● They look for cheap, easy ways to spice up their home or do DIY projects
● They use apps like Pinterest for home decor inspiration
● The ideal customer has free time and is looking for hobbies and activities
to occupy her time
Psychographics

5. About Deb:
● 51 years old
● Middle class
● Lives in Fishtown, Philadelphia
● Stay-at-home mom
Psychographics:
● Loves DIY projects
● Focuses her free time on home decor
and design
● Has grown-up children and is looking
for a new hobby
Customer
Persona

6. Internal
Analysis
Internal
Analysis

7. Demographics
● Three main social media platforms are being used currently: Facebook,
Instagram, and Tiktok
● It is clear that Instagram is the company’s most used platform. At the moment
the company averages 5-7 posts a week with an average of 13 likes per post.
Average weekly posts for Instagram and Facebook are roughly the same.
● The company should begin focusing on their TikTok page as the average
engagement rate is extremely high and building the TikTok page can increase the
chances of viral posts.
Internal Analysis

8. Type of Post
Weekly post
totals Total Engagements Followers per platform
Avg. Engagement
Rate
Instagram 7 784 2375 33.01%
Instagram 7 4340 2375 182.74%
Instagram 5 69 2375 2.91%
TikTok 1 342 118 289.83%
TikTok 0 0 118 0.00%
TikTok 0 0 118 0.00%
Facebook 9 95 1576 6.03%
Facebook 4 4 1576 0.25%
Facebook 7 30 1576 1.90%
Analytics

9. Analytics
Type of post Avg. Weekly posts Total Engagements Followers per platform
Avg.
Engagement
Rate
Instagram 6.333333333 1731 2375 33.01%
TikTok 0.3333333333 114 118 182.74%
Facebook 6.666666667 43 1576 2.91%

10. Competitive
Analysis
Competitive
Analysis

11. ● Bright, colorful content
● Showcases their customers, classes,
customer’s creations, etc.
● Showcases customer feedback in
posts to demonstrate what kind of
experience they offer
Competitive Analysis
● Has very similar content to their sister
location, but posts more
● Posts include sales, promotions, and real
customers working in the workshop
● Features all products like boards, tote
bags, doormats, pillows, etc.
Competitor 1 Competitor 2

12. ● Posts availability for each upcoming
week
● Provides website link in each post for
easy access
● Uses hashtags to raise engagement
Competitive Analysis
● Cohesive and clear feed
● High quality photos
● Candids of people working on their
projects
● Incorporates logo in videos
Competitor 3 Competitor 4

13. Demographics
● Strong following on Instagram and Facebook
● Post customers with their completed projects
● Utilizes story highlights effectively on Instagram
Competitive Analysis
Competitor 5

14. Social Media
Strategy-
Promotions
Social Media
Strategy-
Promotions

15. Demographics
● Paid promotion
○ Weekly boost of the most popular post from the
previous week of content
● Owned promotion
○ Hashtag for patrons to show off the artwork they
created at the Fishtown location
● Earned promotion
○ Branded content partnerships
Promotion- Instagram

16. Demographics
● Paid promotion
○ Weekly boost of the most popular post from the
previous week of content
● Owned promotion
○ Weekly livestream of workshop classes and events
● Earned promotion
○ Discount codes
Promotion- Facebook

17. Demographics
● Owned promotion
○ Short, fun videos that highlight the Fishtown location
Promotion- TikTok

18. Demographics
● Paid boosted posts
● Branded content
partnerships
● Organic owned
content
Social Media
Strategies
● Discount codes
● Hashtag for
customer posts

19. Social Media
Plan
Social Media
Plan

22. Sample Posts

23. Sample Posts

24. Demographics
✔ Goal was to create a simple, effective, and easily manageable social
media and content plan
✔ Capture the targeted audience while maintaining a strong online
presence
✔ Use platforms to their fullest potential, tailoring content to fit each need
and goal
Takeaways