Sarrah Passe and Casey Zachary COMM 330: Social Media Final Project
Social Media Campaign ○
Beneficial: Companies that are able to capitalize on purchases by young adults at this moderate, but above-average price point, could be well-positioned for growth.
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Pain Point: Not using social media outlets effectively to get a strong conversation started within generation Y.
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Primary Goal: To create generation Y awareness
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Currently do have a multi channel social media campaign.
Target Consumer • • • • • • •
Gender: Female Age: 26-45 Income: $80,000+ Lifecycle: Settled into a career path Lifestyle: Fashion conscious, care about quality , on social media Education: Bachelors or higher Coach is appealing to women who are interested in buying upscale designer handbag from producers such as Louis Vuitton, but also to women who may feel think that brands like Louis Vuitton are too far out of their reach. About 29% of this age group are participants, but around 40% are only spectators of social media.
Competitors ○ Tory Burch ○ Social Media is very personable and current; stays up-to-date with the latest trends.
○ Michael Kors ○ The most followed fashion brand on social media; does a lot of give-a-ways for followers.
○ Kate Spade ○ Uses YouTube as a social media marketing tool; is very popular with the teen-young adult demographic.
Tory Burch Facebook – 1.5 m likes Twitter – 371 K followers Instagram – 1 m followers • Clothing and Accessories Line • Tory is an American fashion designer, businesswoman, and philanthropist and Is the Chairman, CEO, and Designer of Tory Burch, LLC. • Oprah Winfrey endorsed Tory’s line on The Oprah Winfrey Show in April 2005, calling her "the next big thing in fashion.” Her website received 8 million hits the following day.
Michael Kors Facebook – 16.5 m likes Twitter – 3.16 m followers Instagram – 6.2 m followers YouTube – 20 K subscribers • Michael Kors is a fashion company established in 1981 by American designer Michael Kors. The company is known for handbags and accessories. • As of 2015, the MK Holdings has more than 550 stores and over 1500 in-store boutiques in various countries. • MK was ranked the #1 fashion brand to follow on social media last year.
Kate Spade Facebook – 2.4 m likes Twitter – 881 K followers Instagram – 1.4 m followers YouTube – 14 K subscribers • Kate Space is an accessories and fashion line, that includes stationery, personal organizers, address books, shoes, beauty products, perfume and more. • Identifies itself as a global lifestyle brand, aimed to inspire colorful living through their products. • Creates YouTube videos to campaign; uses young hip ambassadors (Karlie Kloss).
Coach Facebook – 5.9 m likes Twitter – 646 K followers Instagram – 1 m followers
• Have lost the Generation Y audience on social media. • Need to create more awareness for Generation Y on social media platforms.
Social Media Communication Plan • • • •
Facebook Twitter Instagram Youtube
• Establish a new social media ambassador or influencer – – –
Sarah Hyland Jennifer Lawrence Kat Graham
• To reach a young female audience (18-25 years) •
Female consumers in this segment tend to purchase more hand bags than their older counterparts. Also, purchasing habits for this group are more impulsive and less driven by necessity. This consumer segment makes the most purchases per year, and will be a key factor in driving demand for accessories higher.
Social Media Communication Plan •Time Frame: 4 Month •Measure and Analyze Conversation: Hootsuite, tweetdeck, Klout, Facebook Insights •Maintain and Monitor: Social Media Coordinators and new ambassador (on her personal sites)
Coach to be associated with trendiness, intelligence, sociableness, and fashionableness. She goes to networking events.
Persona
Has strong values. Fashion conscious.
Social Media Communication Strategy Roll Out Plan
October November December January Social Media
Youtube
DIGITAL web ad & seo
Content Calendar
COACH Holiday Campaign 2015 Content Calendar as of 12/01/2015 Instagram
12/01
Youtube
12/01
New holiday guide up just in time to start shopping #coachxmas
10am & 5pm
Watch our debut holiday film #coachxmas
10am
12/01
12/15
Have you told Santa what you want from @coach #coachxmas
10am 12pm 5pm
Watch our debut holiday film #coachxmas
6am 9am 11am 7pm
Summary
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To create more of a conversation on social media platforms
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Gain generation Y awareness with new ambassadors
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Generate more content on Facebook, Instagram, Twitter, and Youtube
Recommendations
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To utilize a digital influencer who can create content that generates conversations among generation Y.
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Post more content more frequently.
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Do more give-a-ways through social media platforms.
Thank You.