SlideShare a Scribd company logo
A luxury lifestyle management firm offering
bespoke concierge services.
Objective
To generate more interest in VIP South Africa
while building the brand’s influence in Cape Town.
S.M.A.R.T. OBJECTIVES
Specific Measurable Achievable Realistic timeous
1. Drive traffic to website
2. Run a Business Account
3. Increase Brand awareness
4. Increase brand engagement
5. Start social customer service
6. Perpetuate press/media mentions
7. Build an engaged community for the brand
Content Strategy
COMPETITOR OVERVIEW
Concierge Cape Town
Instagram
Concierge Cape Town
SEO / Website
- they come up in the first three headings when searching for Cape Town Concierge Services.
https://conciergecapetown.co.za/
Concierge Cape Town
Twitter
Back in Town
SEO/ Website
Appears on first page of Concierge searches online
http://www.backintown.co.za/
Back in Town
Instagram
THE COMMUNICATION GAP
The competitor space The open space
Predominantly
white owned
Black female
owned
LUXURY CONCIERGE
MANAGEMENT
CREATE BRAND AWARENESS
WHAT?
Share product and brand related content
that entices and appeals to a high end
market.
HOW?
1. Personalised Content
2. Instagram Business account
4. Video Content
5. Location shots
6. Leverage on Black Female Ownership
WHERE?
1. Instagram Page
2. Instagram Video
CHANNEL CONTENT
THEME
CONTENT JOB TO BE DONE
INSTAGRAM
PROFILE
Brand identity
Service education
-Videos
- Professionally photographed images
- Quotes as captions
- VIP South Africa
Educate consumers about the brand
and entice them with crisp visuals of
the services offered.
INSTAGRAM
STORIES
Events
Influential attendees
-Professional Photographs
-Boomerangs
-Videos
- Tagging
- VIP South Africa
Entertain
Entice
Boast
Delight
CHANNEL ROLL- OUT RECOMMENDATION
VIP SOUTH AFRICA INSTGRAM
VIP SOUTH AFRICA INITIAL APPROACH
VIP SOUTH AFRICA WEBSITE
VIP SOUTH AFRICA WEBSITE
INFORMATION
BOX LINES NOT
ALIGNED AT THE
BOTTOM OF
EACH BOX
VIP SOUTH AFRICA WEBSITE
THE FONT SIZE
DOESN’T MATCH
TOO MUCH TEXT
AT FIRST GLANCE
VIP SOUTH AFRICA WEBSITE
THIS IS THE LEVEL OF ARTISTRY WE NEED TO LEVERAGE ON AND TRANSLATE ONTO THE PAGE.
BEAUTIFUL TO LOOK AT, BOLD, DISTINCT, SPEAKS TO HIGH END MARKET.
VIP SOUTH AFRICA ASPIRATION
VIP SOUTH AFRICA ASPIRATION
VIP SOUTH AFRICA
• INSTAGRAM
Sell people the visuals that paint the
idea of what they want to
experience!
1. Keep it crisp
2. Create a colour tone and pallet
and maintain
3. Have content themes
4. Avoid creating the look and feel
of an influencer or party goer
5. Don’t recycle images
6. Put local things on
7. Portray the luxury that is Africa
• WEBSITE
The user experience is important.
Make it a beautiful point of arrival
& easy to use
1. It has to me neat
2. Unique
3. Alluring
4. Simple & clean
5. The idea has to be sold with
visuals
6. The copy must be consistent
7. Easy to navigate
Press Play
More ?

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Vip south africa

  • 1.
  • 2. A luxury lifestyle management firm offering bespoke concierge services.
  • 3. Objective To generate more interest in VIP South Africa while building the brand’s influence in Cape Town.
  • 4. S.M.A.R.T. OBJECTIVES Specific Measurable Achievable Realistic timeous
  • 5. 1. Drive traffic to website 2. Run a Business Account 3. Increase Brand awareness 4. Increase brand engagement 5. Start social customer service 6. Perpetuate press/media mentions 7. Build an engaged community for the brand
  • 9. Concierge Cape Town SEO / Website - they come up in the first three headings when searching for Cape Town Concierge Services. https://conciergecapetown.co.za/
  • 11. Back in Town SEO/ Website Appears on first page of Concierge searches online http://www.backintown.co.za/
  • 13. THE COMMUNICATION GAP The competitor space The open space Predominantly white owned Black female owned
  • 14. LUXURY CONCIERGE MANAGEMENT CREATE BRAND AWARENESS WHAT? Share product and brand related content that entices and appeals to a high end market. HOW? 1. Personalised Content 2. Instagram Business account 4. Video Content 5. Location shots 6. Leverage on Black Female Ownership WHERE? 1. Instagram Page 2. Instagram Video
  • 15. CHANNEL CONTENT THEME CONTENT JOB TO BE DONE INSTAGRAM PROFILE Brand identity Service education -Videos - Professionally photographed images - Quotes as captions - VIP South Africa Educate consumers about the brand and entice them with crisp visuals of the services offered. INSTAGRAM STORIES Events Influential attendees -Professional Photographs -Boomerangs -Videos - Tagging - VIP South Africa Entertain Entice Boast Delight CHANNEL ROLL- OUT RECOMMENDATION
  • 16. VIP SOUTH AFRICA INSTGRAM
  • 17.
  • 18. VIP SOUTH AFRICA INITIAL APPROACH
  • 19. VIP SOUTH AFRICA WEBSITE
  • 20. VIP SOUTH AFRICA WEBSITE INFORMATION BOX LINES NOT ALIGNED AT THE BOTTOM OF EACH BOX
  • 21. VIP SOUTH AFRICA WEBSITE THE FONT SIZE DOESN’T MATCH TOO MUCH TEXT AT FIRST GLANCE
  • 22. VIP SOUTH AFRICA WEBSITE THIS IS THE LEVEL OF ARTISTRY WE NEED TO LEVERAGE ON AND TRANSLATE ONTO THE PAGE. BEAUTIFUL TO LOOK AT, BOLD, DISTINCT, SPEAKS TO HIGH END MARKET.
  • 23. VIP SOUTH AFRICA ASPIRATION
  • 24. VIP SOUTH AFRICA ASPIRATION
  • 25. VIP SOUTH AFRICA • INSTAGRAM Sell people the visuals that paint the idea of what they want to experience! 1. Keep it crisp 2. Create a colour tone and pallet and maintain 3. Have content themes 4. Avoid creating the look and feel of an influencer or party goer 5. Don’t recycle images 6. Put local things on 7. Portray the luxury that is Africa • WEBSITE The user experience is important. Make it a beautiful point of arrival & easy to use 1. It has to me neat 2. Unique 3. Alluring 4. Simple & clean 5. The idea has to be sold with visuals 6. The copy must be consistent 7. Easy to navigate
  • 26.
  • 28.
  • 29.
  • 30.
  • 31.