Goal of project was to increase sales by implementing a social media plan.

1.
Social
Media
Plan
Lyndon
Albright
&
Heath
Heinrich

2. 2
Table
of
Contents
Executive
Summary…………………………………………………………………..3
Research…………………………………………………………………………………...4
SWOT
Analysis…………………………………………………………………………...7
Target
Audience…………………………………………………………………………8
Goals,
Objectives,
Strategies,
Tactics……………………………………………9
Implementation………………………………………………………………………...11
Budget………………………………………………………………………………………15
Evaluation………………………………………………………………………………...16

3. 3
Client
Profile:
Fat
City
Apparel
Executive
Summary
Summary:
Fat
City
Apparel
is
a
custom
silkscreen
and
embroidery
apparel
business
that
has
been
around
the
Jonesboro
area
for
many
years.
From
silkscreen
shirts
to
embroidered
hats,
Fat
City
Apparel
can
provide
custom
artwork
and
digitizing
for
any
occasion.
Owner:
Robin
Hundley
robin@fatcityapparel.com
3113
E.
Nettleton
Jonesboro,
AR
72401
870-­‐972-­‐8636
888-­‐432-­‐8248
Fax:
870-­‐935-­‐0304
Mission:
The
purpose
of
Fat
City
Apparel
is
to
provide
custom
silk-­‐
screening
and
embroidering
to
different
organizations
throughout
the
Northeast
Arkansas
area.
From
schools
to
businesses,
Fat
City
Apparel
wants
to
turn
your
ideas
into
reality.
Current
Clients
(Schools):
§ Bay
§ Brookland
§ Crowley’s
Ridge
Academy
§ East
Poinsett
County
§ Gosnell
§ Greene
County
Tech
§ Harrisburg
§ Hoxie
§ Jonesboro
§ Manila
§ Marked
Tree
§ Nettleton
§ Osceola
§ Paragould
§ Rivercrest
§ Riverside
§ Trumann
§ Valley
View
§ Westside

4. 4
Research
1.
Interview
with
employee
of
Fat
City
Apparel,
Colby
Hundley
§ Information
from
the
interview:
o Company’s
purpose
o Company’s
previous
and
present
clients
o Business
characteristics
2.
Social
Media
Analysis
§ Facebook
Account
o Current:
1,313
Likes,
68
Visits.
o
o Very
little
interaction
between
the
customers
and
the
business
on
Facebook.
(post
months
apart)

5. 5
§ Twitter
Account
o Not
active
on
Twitter.
(7
followers,
0
Tweets)
o
§ Instagram
Account
o Primary
Social
Media
Outlet
(916
Followers,
10,028
Following.
104
Posts)
o Inconsistent
posting

6. 6
3.
Survey
§ A
survey
was
conducted
to
find
out
how
certain
Greek
organizations
at
ASU
use
information
outputs.
(200
individuals)
§ The
questions:
Individuals
were
asked
to
rate
each
information
output
from
1-­‐10
in
terms
of
use.
(1
being
least
frequently
used
and
10
being
most
frequently
used)
A. Instagram
B. Facebook
C. Twitter
D. ASU
Herald
E. Jonesboro
Sun
§ Based
on
the
information
provided
the
information
outputs
used
in
order
from
most
to
least
used
include:
o Instagram
o Twitter
o Facebook
o Jonesboro
Sun
o The
Herald
Information
Ouput:
1
2
3
4
5
6
7
8
9
10
Instagram
6
0
0
0
69
2
0
0
24
99
Facebook
15
4
1
0
52
8
20
54
6
40
Twitter
4
16
0
0
73
17
23
0
7
70
The
Herald
172
0
0
0
22
0
0
0
0
1
Jonesboro
Sun
181
0
0
0
18
0
1
0
0
0

7. 7
SWOT
Analysis
Strengths:
• Provides
you
with
custom
designs
• Affordable
• A
lot
clients
in
NEA
• Family
owned-­‐
family
environment
provides
a
warm
welcoming
to
customers.
Weakness:
• Not
an
extremely
well
known
company
• They
don’t
advertise
their
products
enough
• Don’t
reach
out
as
much
as
they
should
Threats:
• Growing
business,
tons
of
new
business
just
like
it
in
Jonesboro
• Not
in
the
most
convenient
location
Opportunities:
• T-­‐shirt
screen
sprinting
and
embroiders
is
becoming
a
very
extremely
popular
business.
• Lots
of
schools
and
even
a
university
to
reach
out
to.
• Provides
unity
among
groups
by
making
a
design
they
can
all
wear.
• Large
city,
large
target
audience.

8. 8
Audience
• Primary
Audience:
Local
public
schools
and
business
that
want
custom
apparel
for
a
certain
event
or
a
way
to
show
pride
in
their
school
or
business.
o Persona:
Valley
View
Cheerleaders
§ Valley
View
Cheerleaders
are
going
to
cheer
camp.
The
cheer
coach
wants
them
all
to
match
but
wants
their
outfits
to
show
school
spirit.
The
coach
can
call
Fat
City
Apparel
and
make
custom
t-­‐shirts
for
all
the
girls
on
the
team.
• Secondary
Audience:
Greek
life
and
other
organizations
on
ASU
campus
that
are
looking
for
custom
t-­‐shirts
for
a
function,
fundraiser,
game
day,
etc.
o Persona:
Sigma
Chi
is
having
an
event
called
Ski
Loge
and
they
are
wanting
to
sell
t-­‐shirts
to
help
pay
for
the
event.
Sigma
Chi
can
call
Fat
City
Apparel
and
explain
the
event,
which
will
then
help
Fat
City
design
the
t-­‐shirt.
Sigma
Chi
can
bulk
order
the
shirts
from
Fat
City
and
then
sell
the
shirt
on
their
own
for
profit.
o Persona:
The
Dimond
Dolls
for
the
ASU
baseball
team
all
want
matching
shirts
to
wear
to
the
next
baseball
game.
They
can
call
Fat
City
and
custom
design
a
shirt
they
all
like.

9. 9
Goal,
Objective,
Strategies
and
Tactics
Goal:
To
use
different
social
media
outputs
and
tools
to
provide
more
and
better
publicity
and
advertisement
to
the
target
audience
and
persuade
them
to
use
Fat
City
Apparel,
ultimately
increasing
Fat
City
Apparel’s
sales
and
company
awareness.
Objective:
1. Get
10
more
clients
by
December
1st.
2. Increase
Instagram
and
Facebook
followers
and
interactions
50%
by
December
1st.
3. Get
at
least
400
followers
on
Twitter
and
increase
posts
and
interactions
by
December
1st.
Strategies:
1. Provide
more
content
and
interactions
on
social
media
pages.
2. Use
social
media
to
promote
different
deals
and
custom
designs.
3. Use
social
media
to
connect
with
different
organizations,
such
as
different
fraternities,
sororities,
high
schools,
junior
highs,
etc…
Tactics:
§ Twitter
–
Use
the
hashtag
#fatcityapparel
o Tweet
pictures
of
finished
products
for
organizations.
o Tweet
pictures
of
projects
in
the
making.
o Tweet
different
promotions
and
deals.
o Tweet
about
events
that
products
are
being
made
for
to
build
publicity
for
all
those
involved.
§ Facebook
o Connect
to
different
groups
and
organizations
that
could
either
be
future
clients
or
open
doors
to
future
clients.
o Sync
posts
with
Twitter
account
to
provide
the
same
information
and
tweets
through
Facebook
to
friends.

10. 10
o Share
testimonials
from
clients
to
provide
information
on
the
products
and
services
and
their
experience
with
the
company.
o Facebook
Ads.
§ Instagram
–
Use
the
hashtag
#fatcityapparel
o Post
different
finished
products.
o Promote
the
events
that
the
products
are
being
made
for.
o Post
different
pictures
of
clients
with
their
products
to
provide
a
friendly
atmosphere
and
to
build
a
stronger
relationship.
§ Email
Newsletters/Constant
Contact
o Provide
information
to
current
and
previous
clients
about
upcoming
promotions
and
deals.
o Keeps
contact
going
with
clients.

11. 11
Implementation
This
includes
a
schedule
of
when
updates
should
begin
and
how
frequently
they
should
take
place.
Since
these
strategies
and
tactics
have
never
been
used
before,
examples
will
not
include
real
life
tweets,
post,
etc.
Hootsuite
would
be
recommended
to
keep
the
post
consistent.
You
can
schedule
posts
months
in
advanced
using
the
application
if
needed.
Month
Frequency
and
Update
August
Post
every
other
day
on
Facebook
and
Twitter
welcoming
people
back
to
school,
including
a
link
that
goes
to
their
website.
Post
every
other
day
new
designs
and
give
20%
off
apparel
the
first
month
to
people
who
post
using
a
hashtag
with
a
Fat
City
shirt
on.
Email
3
new
potential
new
clients
Post
every
Tuesday
about
FatTuesday
giveaway
September
Post
about
Greek
recruitment
and
include
pictures
of
block
letters,
crest,
car
decals,
etc.
Post
about
school
football
fan
attire.
Contact
organizations
on
ASU
campus
and
get
word
on
upcoming
events.
Email
4
new
potential
clients
Post
every
Tuesday
about
FatTuesday
giveaway
October
Post
about
Big/Little
shirts
for
Greek
Life.
Post
about
ASU
homecoming
and
include
pictures
of
the
attire.
Continue
to
reach
out
to
new
clients
Post
every
Tuesday
about
FatTuesday
giveaway

12. 12
November
Post
about
the
upcoming
holidays
and
include
pictures
of
designs,
post
about
discounts
for
holiday
purchases.
Post
about
Greeks
and
the
gifts
they
can
get
for
their
big/little
for
Christmas
Post
every
Tuesday
about
FatTuesday
giveaway
December
Post
on
accounts
wishing
everyone
a
good
break
Example
of
Updates
Welcoming
everyone
back
to
school
Example
tweet:
• “Welcome
back
to
school.
Check
out
our
website
for
back
to
school
apparel
http://www.fatcityapparel.com/
#FatCity”
• “Chance
to
win
20%
off
purchase
if
you
tweet
us
in
your
#FatCityApparel”
Greek
Recruitment
post
Example
Instagram:
• “Recruitment
is
just
around
the
corner.
Come
get
your
sorority
block
letter
shirts
here
at
FatCity
for
an
affordable
price.
Custom
Block
design
to
match
your
personality,
and
show
off
your
organizations
uniqueness.
All
Greeks
receive
5%
of
purchase
during
recruitment.”
(Include
picture
with
block
letter
shirts)
Game
Day
attire
Example
Facebook
• Fat
City
example
shown
below
(Need
to
post
at
least
twice
a
week
about
football
attire)

13. 13
FatTuesday
Facebook/Twitter/Instagram
example
• Facebook
(Fat
City
example)
• Tweet
about
the
give
away:
“Check
out
our
Facebook
to
win
our
#FatTuesdayGiveway”
• Post
on
Instagram
the
image
and
add
the
Facebook
link.
“Go
share
this
image
on
our
Facebook
page
to
get
the
chance
to
win
our
giveaway.”
**Recommended
that
Fat
City
Apparel
Post
at
least
once
a
day
Monday-­‐Saturday.
Specifically
tagging
certain
clients
on
these
Social
media
outlets
will
increase
customer
Service
as
well.
List
of
Possible
Future
Clients
and
Contacts
• ASU
Greeks
and
Organizations-­‐
Alexis
Hurdle
ahurdle@astate.edu
• Kids
Spot-­‐
(870)
974-­‐9128
• Central
Baptist
Church-­‐
870-­‐935-­‐1950
• Volunteer
ASU-­‐
Katey
Provence
870-­‐972-­‐2055

14. 14
Example
Email
to
Send
to
Potential
Clients:
Dear
Katey
Provence,
Do
you
want
to
add
a
little
personality
to
your
organization?
Well
stop
right
there,
because
Fat
City
Apparel
is
here
to
make
that
vision
a
reality.
Fat
City
Apparel
would
like
to
partner
with
you
and
your
organization
to
help
design
t-­‐shirts
for
all
the
events
your
organization
takes
part
in.
Our
goal
is
to
make
custom
t-­‐shirts
at
an
affordable
price.
We
pride
ourselves
on
customer
services
and
loyalty.
We
would
like
to
better
your
organization
by
helping
it
become
unique.
Please
contact
me
by
email
(robin@fatcityapparel.com),
by
phone
(870-­‐972-­‐8636),
or
stop
by
our
store
at
3113
E.
Nettleton
Jonesboro,
AR
72401.

15. 15
Budget
Facebook
Ads:
Benefits:
§ Can
reach
a
large
filtered
target
audience
§ Build
relationships
between
Facebook
user
and
business
§ Can
be
used
with
a
controlled
budget
that
can
be
adjusted
and
set
for
what
is
best
for
the
company
Cost:
$0.50
a
click
for
the
ad
Constant
Contact:
Benefits:
§ Provides
updates
to
clients
consistently
over
period
of
time
Cost:
$12/Month

16. 16
Evaluation
Objective:
Get
10
more
clients
by
December
1st.
Evaluation:
Compare
the
number
of
clients
the
company
has
now
to
the
number
of
clients
the
company
has
by
December
1st.
Objective:
Increase
Instagram
and
Facebook
followers
and
interactions
50%
by
December
1st.
Evaluation:
Compare
the
number
of
followers
and
interactions
the
company
has
now
on
Instagram
and
Facebook
to
the
number
of
interactions
and
followers
Fat
City
Apparel
has
by
December
1st.
Objective:
Get
at
least
400
followers
on
Twitter
and
increase
posts
and
interactions
by
December
1st.
Evaluation:
Compare
the
amount
of
followers
and
interactions
on
the
Fat
City
Apparel
Twitter
account
as
of
now
(0)
to
the
number
of
followers
and
interactions
on
the
Fat
City
Apparel
Twitter
account
on
December
1st.