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Encore Consignment's Social Media Strategy Pitch

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A social media strategy for America's first consignment store. This was for a Social Media Management course at NYU's Graphic Communications and Technology MA program

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Encore Consignment's Social Media Strategy Pitch

  1. 1. encore Consignment Social Media Strategy Pitch Presented by: Calon Alpar, Linh Ho, and Francesca Tioleco December 9th, 2013
  2. 2. • First and Finest • Established in 1954 • Celebrating 60 years in 2014 The Story • Fun fact: First Lady Jackie Kennedy consigned with Encore.
  3. 3. Current Site
  4. 4. Landscape Analysis
  5. 5. Michael’s Competitive Analysis
  6. 6. Second Time Around Competitive Analysis
  7. 7. Global Awareness
  8. 8. • 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 Why social?
  9. 9. • Brand amplification • Promote interaction and engagement • Demonstrate gratitude for ongoing customer loyalty • Ensure quality customer experience • Achieve excellent customer satisfaction • Customer recognition and rewards Goals
  10. 10. The Target Encore Patrons
  11. 11. Strategy
  12. 12. • “First and Finest”- Come behold the treasures in store • Values • The Granddaddy • Vintage • Everlasting, Timeless Persona
  13. 13. Trendy Creative Edgy Fun Chic Playful Everlasting Hip Preppy Quirky Enthusiastic Innovative Dynamic Avant-garde Voice and Tone Unique
  14. 14. • Flyers at check out counters • Postcards—twice a year • Store decals— promoting social channels Print
  15. 15. • 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 Instagram
  16. 16. • 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 Pinterest
  17. 17. • • • • • • • Daily postings Content Tell a story Dress the item up Share customer stories Fashion tips Guest bloggers Blog
  18. 18. • “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 Facebook
  19. 19. • • • • • • • • • • 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 Twitter
  20. 20. • • • • • 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 YouTube and Vine
  21. 21. • • • • • 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 E-Mail Sign Up
  22. 22. • • • • • • 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” Contests
  23. 23. • Promotions posted on social channels • Anniversary milestones • Holidays • Sales events through signage • Social Media Application Launch Events
  24. 24. • Interns • Analyst • Full-time employees • Social media policy Social Media Team
  25. 25. Budget
  26. 26. • • • • • • • 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 Metrics
  27. 27. Questions? Thank you for shopping at Encore!

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