The DIME Store social media plan aims to increase brand awareness and promote community involvement. The plan has three objectives: 1) Create a 15% increase in awareness among young people ages 18-35 in Denton by October 2016. 2) Increase in-store sales 10% by October 2016. 3) Increase Etsy sales 10% by October 2016. Tactics include weekly social media posts, promotions, and highlighting local artists to engage the community. Success will be evaluated by comparing metrics like awareness, sales, and engagement before and after implementing the plan.

1. The DIME Store
Social Media Plan
Presented by:
Sarah Guenther
Allie Rokas
Laraib Peracha
Kaitlin Fike
Ashley Jefferson
1.1.

2. DIME:
Introduction & Information
The DIME Store (the Denton Independent Maker Exchange) was founded in 2010 by Shelley Christner and
Rachel Aughtry, originally under the name "Etsy Denton". The DIME Store is a collection of art and vintage items
from over 40 local artists. The store offers everything from vintage clothing to handcrafted furniture. The store
also hosts events throughout the year that include late hours on First Fridays, artist trunk shows on the second
Saturday of each month, a weekly yoga class, and a twice-yearly bazaar held at the Center for Visual Arts.
Address: 510 S. Locust St, Denton, TX 76210
Hours: Monday-Saturday 10 a.m.-6 p.m., closed Sundays
Phone: 940-381-2324
Website: http://www.dimehandmade.com/
Facebook: 5,033 likes
Instagram: 4,823 followers
Twitter: 199 followers
2.

3. DIME:
SWOT Analysis & Goal
- Located on the Denton square
- A good presence in the local community
- Supports local artists
- Good online presence
- Active etsy account
- Affordable prices
- Unique products
- Active Facebook and Instagram
accounts that showcase products
- Twitter page inactive since 2013
- No Pinterest page
- Not franchised
- Limited hours, closed on Sundays
- Have the opportunity to become
franchised
- Desire of customers to purchase
unique and localy made products
- Hold events or table on the UNT and
TWU campuses to promote the store
- Other competitive boutiques and retail
stores on the square, including The Boyd
Girls Vintage Market, The Palm Tree
Boutique, Texas Turquoise Boutique and
Serendipity on the Square
Strengths:
Goal: To build The DIME Store’s brand awareness and
promote local community involvement.
Weaknesses:
Opportunities: Threats:
3.

4. DIME:
Objective 1
Objective 1: Create a 15% increase in awareness of the DIME Store among young people ages 18-35 in the
Denton community by October 1, 2016
Strategy 1: Influence college students and other residents of the community to visit the store for one of a kind
purchases.
Tactic 1: Weekly Instagram and Facebook pictures showing their newest handmade products.
Tactic 2: Weekly posts on Facebook and Instagram showing in-store deals.
Tactic 3: Offering specific deals just on weekends, which is when students and residents are more available
to visit the store and posting deals on Facebook and Instagram.
Strategy 2: Engage more local college level artists at the universities to sell their work at the store.
Tactic 1: Showcase of individual artists and their work on various social media platforms like Facebook,
Twitter and Instagram by having a ‘Maker of the Month.’
Tactic 2: Have an individual artist take over the instagram account and show their process of work or new proj-
ects they are working on for the store.
Tactic 3: Conduct a competition in which the artist and the store collaborate and determine who wins on submit-
ted handmade products.
Strategy 3: Establish traffic on all social media platforms, including revamping Twitter page and creating a
Pinterest page.
Tactic 1: Post quick 10 second weekly instagram videos of a handmade product being made.
Tactic 2: Best selling artists post a quick tutorial video on how to DIY (Do it yourself) quick products on Insta-
gram and Facebook.
Tactic 3: Tweet weekly about new products, deals, events and promoting the Pinterest page.
Tactic 4: Create multiple boards on Pinterest relevant to the products sold in the store; pin new ideas and
products every day. Post weekly on Twitter and Facebook promoting the Pinterest page.
Tactic 5: Create a store hashtag to use for all posts on Twitter.
4.

5. DIME:
Objective 2 & 3
Objective 2: Increase in-store sales 10% by October 1, 2016
Strategy 1: Set sales goals daily, weekly and monthly to reach a set number by October 1.
Tactic 1: Promo codes will be posted on our Instagram for in-store use only.
Tactic 2: Conduct at least one Twitter poll monthly asking followers what type of products they would like to see
more of in-store (i.e, handmade bath products or handmade jewelry).
Strategy 2: A “sales event” will be held on April 16 for all shoppers that come in.
Tactic 1: Hold an in-store promotion that gives away a discount if the shopper follows the DIME Twitter account.
Tactic 2: Allow people to tweet using the store hashtag to get an extra discount during a sales event.
Tactic 3: Have a give away on Instagram and to be automatically entered they will have to like the post and tag
three people on the post.
Objective 3: Increase Etsy sales 10% by October 1, 2016
Strategy 1: Set sales goals for each member of the Etsy shop team.
Tactic 1: Promote monthly newsletter on the Twitter account featuring a different maker’s shop.
Tactic 2: Promo codes to use during checkout on the Etsy shop will be given on a weekly Instagram post to
drive traffic to the Etsy shop.
Strategy 2: Drive more traffic to each member’s Etsy shop.
Tactic 1: In the ‘Maker of the Month’ post, incude the featured artist Etsy shop link.
Tactic 2:Promote an online “happy hour” on our Instagram, Twitter and Facebook accounts for the Etsy shop on
Wednesday nights from 7:00-9:00 which features a specific section on sale during that time.
Tactic 3:Following each newsletter, the DIME “Maker of the month" will host a tweetchat on Twitter using our
#DIMEhandmade hashtag. The tweetchat will be open for questions about the seller’s art and inquiries for
anyone interested in handmade goods.
Tactic 3:Shoppers will have the opportunity to take a photo in store holding a sign that features the logo of our Etsy
shop and then will be featured on the Instagram, Facebook and Twitter accounts.
5.

6. To evaluate whether or not the strategic plan is successful, we will look at each individual objective to
see if it reaches our overall goal. We will also monitor the plan as it is happening and make sure that each
objective, strategy and tactic is achieved.
Objective 1: To evaluate our first objective, we will conduct surveys of young people ages 18-35
in the Denton community before and after the plan is implemented to see whether or not the
store’s brand awareness increases in the local community. We will also look at how often our
content is shared and retweeted on Facebook and Twitter to see how engaged our customers
are on social media.
Objective 2: To evaluate our second objective, we will compare our in-store sales before and
after implementing the strategic plan. We will also look at how many customers take advantage
of our special sales promotions.
Objective 3: To evaluate our third objective, we will compare our Etsy sales before and after
implementing the strategic plan. We will also look at how many customers take advantage of our
online promo codes and happy hours.
After measuring the success of each of our objectives, we will identify ways to improve our plan for the
future. We will also include social media metrics to evaluate whether our social media posts work to
increase our brand’s awareness.
DIME:
Evaluation
6.

7. DIME:
Monthly Calendar
7.
APRIL 2016
SUNDAY SATURDAYFRIDAYTHURSDAYWEDNESDAYTUESDAYMONDAY
1.
7.
25.24.
17. 18. 19.
26. 27.
20.
10. 11.
3. 4.
12. 13.
5. 6.
30.29.28.
21. 23.
14.
22.
16.15.
8. 9.
2.
Post
handmade
product of the
day
Showcasing
in-store deals
& introduce
Maker of the
month
Artist DIY
video & Etsy
Newsletter link
Post
handmade
product of the
day
Post select
weekend deals
& Etsy
Newsletter link
Post
handmade
product of the
day
Updated posts
about todays
sale event
Post
handmade
product of the
day
Post select
weekend deals
& Etsy
Newsletter link
Post
handmade
product of the
day
Promote Etsy
Newsletter &
invite new
artists to store
Post select
weekend deals
& Etsy
Newsletter link
PINTEREST
Daily Posts
FACEBOOK
6 Days a Week
TWITTER
5 Days a Week
INSTAGRAM
6 Days a Week
Artist DIY
video & Etsy
Newsletter link
Artist DIY
video & Etsy
Newsletter link
Artist DIY
video & Etsy
Newsletter link
Conduct Twitter
poll & in-store
promos & deals
Post in-store
promos & deals
folowing
objective 2
Post in-store
promos & deals
folowing
objective 2
Post in-store
promos & deals
folowing
objective 2
Post about Etsy
shop deals &
promos
Post about Etsy
shop deals &
promos
Post about Etsy
shop deals &
promos
Post about Etsy
shop deals &
promos
Maker of the
Month hosts
Tweetchat
Promote Etsy
Newsletter &
invite new
artists to store
Promote Etsy
Newsletter &
invite new
artists to store
Promote Etsy
Newsletter &
invite new
artists to store
Posts promoting
the Pinterest
page
Posts promoting
the Pinterest
page
Posts promoting
the Pinterest
page

8. DIME:
Weekly Example Posts
SUNDAY MONDAY TUESDAY
WEDNESDAY
To follow up with objective 2, in-store
promos and sales will be posted
frequently on Instagram, Facebook
and Twitter to help increase in-store
sales.
A weekly post of the handmade product of the day
will be shown on Facebook and Instagram to prod-
ucts and individual makers.
Weekly DIY videos will be posted to
Instagram and Facebook to promote
artists and to help get the communitry
more involved with the store.
Twitter will post frequently about
deals and news on the Etsy store to
raise more awareness to customers.
in-store purchase using the promo code DIME10 this week
only! #DIMEhandmade
Stop by our store and recieve 10% off your Maker of the Month, Mandy Cave! Check out her work
in store and on Etsy. #DIMEladies #DIMEhandmade
Our artist DIY video is up featuring our
8.

9. FRIDAYSATURDAY
DIME:
Weekly Example Posts
THURSDAY
Frequent posts across Twitter, Facebook and
Instagram will invite new artists to the store to
increase community involvemnt and help
engage more store awareness.
A ‘Monthly Maker’ post will feature a local
artist from the store to help promote their work
and their Etsy account.
Daily Pinterest posts will be made
picturing different items in the store to
increase awareness and promote the makers
on a new social platform. The posts wil also
link to the Etsy store and allow viewers to
purchase the products shown
Our social media plan will implement all of our objectves to reach our goal of increasing brand awareness and promoting more community
involvement. We will reach our audience across four different social media platforms to promote different ways that they can be apart of
the DIME crafting community by either joining the team, or becoming a customer.
9.