2. Outline
• General Information
• Organization
• Employment & Training
• Major Organizational Activities
• What does the organization do?
3. Taylor
Lungren
Jessica
Edler
While the brand Chloe Oliver
dances between the lines of
“ever on trend” and “a timeless
statement”, the girl Chloe Oliver
dances between the fragments
of Jessica & Taylor’s
imaginations. She is ever
evolving, but always true to her
roots. She invokes a curated
appreciation for vintage, a
hereditary understanding of the
classics, and an incessant
pursuit to push all boundaries.
Chloe Oliver as a brand seeks to
provide women with go-to
statement pieces that are as
wearable as they are
irreplaceable. In the Chloe
Oliver closet you will find
something for the girl next door,
something for the vixen, and
everything for the girl with a
refrigerator stocked only with
champagne.
5. Employment & Training
• Chloe Oliver was in need of a marketing/social media
coordinator. I was interested in this company due to
the small nature of the brand and hoping to be fully
immersed in all aspects of the company. I have
worked for larger corporations and I was hoping for a
change in pace. As a design-based company I was
interested in learning about the design &
manufacturing process in addition to the marketing
side of things.
Whyseek employment
with this
organization
• Initial contact was made through email.
• After initial contact via email, I had a phone interview
with Taylor and Jessica, where we discussed me taking
over their social media accounts and helping to
market their brand.
Hiring
Process
6. Employment & Training
• Chloe Oliver has never had an intern before, therefore
the training process was very informal. Basically, I
received an overview of the day to day operations. We
discussed boutique orders, shipment dates, sample
deliveries, market week and elements of social media.
The first week was a transition, they began delegating
their workload, and over time I became responsible
for specific tasks.
Initial
Training
• Positive: Seeing as they have never had an intern
before, they did not really know what to do, therefore
they started making lists of tasks they thought I could
do, & each day we would prioritize the list & I would
begin the tasks checking them off as I go.
• Negative: They were very unorganized at first which
made me a bit overwhelmed, but once I figured out
how they worked we formed a routine.
Positive &
Negative
Aspects
7. Major Organizational Activities
What: Design clothing
Purpose: provide women with go-to statement
pieces that are as wearable as they are replaceable
8. Product: design clothing, produce samples, show samples at market week, buyers
select pieces to buy, Chloe Oliver goes to production based on sales at market week,
and then deliver goods to major companies and boutiques on order.
Price: when selling to majors (Anthropologie, Nordstrom Rack, etc.) and boutique
orders they sell the clothing to them at the wholesale price and the price of the items
sold on their website are a 2.2 market up on the wholesale price.
Place: logistically they are the designers/wholesalers. They design clothing that is then
sold at wholesale prices to buyers who use a 2.5 market up to sell at retail price.
Promotion: they have a public relations representative that handles all Chloe Oliver PR
and networks to get their brand out there, along with finding bloggers and celebrities to
collaborate with. Advertising is done strictly through social media (Instagram,
Facebook, Twitter, Pinterest, & Brand Blog). Each showroom Chloe Oliver is in has sales
reps that represent the brand and sell the clothes to different markets.
10. Social Media Coordinator
Upon initial contact with Chloe Oliver, it was essential to me as an intern to gain
professional on-the-job experiences that will enhance and complement academic
instruction. As a fashion marketing major, I really wanted an internship entailing the
duties of a social media coordinator. Knowing initially that Chloe Oliver was design-
based I was hesitant, not knowing how I could be beneficial to them. Over the course
of my interview I realized that they were in desperate need of a social media
coordinator to organize all their social media marketing content and develop a
singular approach for each platform. As an intern, you have a responsibility to help
enhance the day to day activities. Before I started, I researched all of their social media
accounts and developed a plan of action. As a company consisting of only two people,
it was difficult for them to maintain consistency among their social media channels.
They gave me free reign to organize content as I saw fit, and over the course of three
months I feel I have successfully captured an audience and increased brand
awareness. Seeing the impact of my social media strategy become successful, I felt it
was a necessary component to focus on for my project.
Introduction
11. Social Media Statistics
(recorded September 1, 2014)
Twitter
• 556
tweets
• 3
photos/
videos
• 209
followers
Instagram
• 601
posts
• 1195
followers
Pinterest
• 32
boards
• 431
pins
• 3
likes
• 83
followers
Facebook
• 829
total
page
likes
• 66
people
talking
about
it
• City
engagement:
Los
Angeles
• Ages:
25-‐34
years
old
12. Social Media Strategy
o Increase brand awareness
o Become more active & engage with followers
o Develop posts specific to each platform
o Collaborate with bloggers (increase awareness)
o Maintain hashtags (#chloeoliver, #caughtinchloeoliver)
Twitter
• Post
2x
a
day
• Media
/
lifestyle
posts
• Anthropologie
retweets
Instagram
• TARGET
MARKET
• Post
2x
a
day
• Lifestyle
• Product
• Repost
• Hashtag
fashion
/
style
• Tag
people
• Edit
photos
• Stylize
account
Pinterest
• Pin
daily
• Become
a
lifestyle
brand
• Upload
product
photos
• Upload
photo-‐
shoot
photos
Facebook
• Update
1-‐2x
a
week
• Always
update
with
a
photo
• Link
to
blog
• Use
to
promote
blog
13. Instagram
Instagram is where a majority of their followers stem from. I believe their target market
is specific to Instagram and that is where I have seen the most reach, engagement,
interaction, and excitement about the brand. Therefore, I have focused a majority of my
efforts on creating content specific to Instagram and our Chloe Oliver followers.
14.
15. o This post was the most successful
post to date, in terms of likes.
o Shopvandevort is a successful
online only boutique, that shot
their own lookbooks, and would
then allow us to use their images
to promote our product.
o Instagram was the most
successful platform in terms of
engagement, interaction, and
reach.
o Over the course of three months,
we have gained over 300 new
followers and began partnering
with bloggers/photographers to
promote the brand and increase
overall awareness.
16. Facebook
Facebook was a difficult platform to increase awareness and encourage interaction. I
found that only specific posts do well on Facebook. Specifically, when I posted anything
about Anthropologie I found there to be more engagement then usual, and the post
would reach hundreds of people as oppose to a dozen or so.
19. Twitter
Twitter too was a difficult platform to increase awareness and encourage interaction. I found
that only specific posts would get retweeted & liked on Twitter. Specifically, when I posted
anything about Anthropologie I found there to be more engagement then usual, Anthropologie
would usually retweet or favorite the tweet, and the post would reach hundreds of people as
oppose to a dozen or so. I also found that when I posted separately to Twitter, rather then post
through Instagram, having the picture visually present attracted more viewers than just the
link.
20.
21. Pinterest
Pinterest was the most difficult platform to increase brand awareness and entice
interaction. I found that people pinned Chloe Oliver without realizing it was a specific
brand, as Anthropologie was promoting it through their pinterest. Pinterest was a
challenging platform to penetrate more specifically, I did not focus on using a particular
social media strategy, rather I focused on organizing their existing boards, deleting
boards that were repetitive, and renaming boards to reflect the nature of the brand. In
the future I plan on focusing more of my attention on Pinterest, and finding Chloe
Oliver’s niche market and generating content that is appealing to their followers so
they repin our products and increase brand awareness.
22.
23. C.O. Blog (Squarespace)
Chloe Oliver’s blog is run through Squarespace. Besides Instagram and Facebook, I
believe their blog is a significant platform for the brand. Today, every brand has a blog
and you are looked down upon if you do not. The Chloe Oliver Blog is a reflection of the
designers, as well as their hobbies, interests, and of course designs. Having a blog is a
great way to not only personalize your brand but connect with viewers on a more
personal level. For the blog, I did weekly posts, usually on Tuesday or Wednesday, and
on Fridays. One post was typically product driven (blogger collaborations, Polyvore
designs, and outfit inspiration) and then on Fridays we had “Friday Bubbles” which
would feature a cocktail of the week. In the future, I would like to do more lifestyle
posts, and increase overall awareness of the brand’s blog.
25. Social Media Statistics
(recorded December 1, 2014)
Twitter
• 620
tweets
• 20
photos/
videos
• 312
followers
• OVERVIEW
• +
64
tweets
• +
103
followers
• +
17
pictures
Instagram
• 679
posts
• 1501
followers
• OVERVIEW
• +
78
posts
• +
306
followers
Pinterest
• 25
boards
• 558
pins
• 21
likes
• 88
followers
• OVERVIEW
• More
organized
boards
• +
127
pins
• +
5
followers
Facebook
• 869
total
page
likes
• 66
people
talking
about
it
• City
engagement:
Los
Angeles
• Ages:
25-‐34
years
old
• OVERVIEW
• +
40
likes
• Avg.
post
reach
440
people
26. Summary
Overall, becoming a Social Media Coordinator for Chloe Oliver was a dream come true.
Initially, before taking full reins on all social media accounts, I did some research, analyzed all
of their accounts and developed a strategy with clear goals of what I wanted to see evolve
from their social media accounts. Specifically the goals I initially set for each account are as
follows:
Instagram: post 2x a day, lifestyle and product based posts, comment and interact with
followers, reach out to bloggers for collaborations, use #caughtinchloeoliver, and ultimately
gain followers and increase brand awareness.
Twitter: post 2x a day, develop a voice around key passion points, use promoted tweets or
trend features to support key messages, and use relevant hashtags.
Facebook: post 2-3x a week, post with a picture always (more engagement), rotate header
photo according to seasonal collection, and use creative content that evokes engagement
(videos, BTS, contests).
Pinterest: pin regularly, pin all clothing on website to boards, like, follow, repin, and
comment on others pins, pin blog posts onto pinterest with link, create a story among
boards, pin looks and lifestyle idea of products in their real environment.
In summary, developing a social media strategy and implementing it was a very valuable
experience for myself as well as the company. Before, they did not have a strategy or method
to posts, now we have developed a more organized approach to social media and in turn
that has helped generate brand awareness and consistency throughout all platforms.
27. Job Proposal
As my internship was coming to an end, we discussed
developing a position for me to stay and work for them part-
time. As they are a start-up company, I developed this job
proposal and presented it to them. Knowing they can not
afford me full-time, we discussed pay and benefits I would
receive as a part-time employee. We agreed on an hourly rate,
and a minimum amount of hours I would dedicate to being
Chloe Oliver’s Social Media Coordinator. Knowing their
financial standings, I created this job proposal to show them
what I am worth and that when there comes a point in time
they can hire me full-time, these are my expectations.
28. ConclusionIn conclusion, I could not have found a better more fitting internship than this. I learned a
ridiculous amount that I never expected to learn. Being able to learn about the design and
manufacturing process was an impactful experience and will be useful in the future.
Specifically, working on this project enhanced my knowledge about marketing and digital
strategy. I learned a great deal about myself and what I want to do in the future through
completing this project. Being able to take full reins on their social media accounts was nerve-
racking and thrilling at the same time. As I was in charge of all social media accounts, it was
my responsibility to develop a social media strategy that would be effective and increase users,
followers, and brand awareness. By being in charge of developing a social media strategy, I
learned a great deal about who the consumer is, the target market specific to each platform,
and what content works and what content simply does not. Along the way I had to revise my
strategy and adapt to what the followers wanted. In completion of this project I realized how
enjoyable becoming a Social Media Coordinator would be. As an intern, I learned the inner
workings of a company from the accounting, to the design process, the manufacturing process,
sales, buying, and collaborating with others, I never expected to enjoy it as much as I did nor
realize the job I wanted to attain upon graduation. Completing this project has helped me gain
a better understanding for marketing and digital strategy. I have been offered a part-time job as
Chloe Oliver’s Social Media Coordinator as well as been given the opportunity to do free lance
social media for a few other brands as well. I am extremely grateful for this opportunity and
have learned a great deal about myself as well as future endeavors I want to pursue as a career.
