Ashley Cook, Sydney Smith, Taylor Forrest, Cheyenne Fuller, Trey Cue
OVERVI EW
1981: Newt Mitchell opened Mitchell’s Jewelry.
2013: Moved from Downtown Norman to their current spot off Main Street in
Bi-annual trips to Antwerp, Belgium, buy direct hand-selected loose diamonds.
GOA LS ● Connect with millenials and gain their customer insight ● What makes millennials come in and drives their buying decision ● How do we tailor social media to millennials ○ Preferences, channels, and wants
Millennials Joiners Ages: 18 25
TARGET MARKET Newly Engaged Couple Creators Ages: 20 - 27
Long-term Vow Renewals Spectators Ages: 50 - 75
SOCIAL MEDIA Current Platforms in Use: ● ● ● ● ● ●
Facebook Instagram LinkedIn Pinterest Twitter YouTube
SOCIAL MEDIA Facebook
2x per day
SOCIAL Instagram MEDIA
3x per day
SOCIAL MEDIA
3-5x a day
SOCIAL LinkedIn MEDIA
1x a day
SOCIAL Twitter MEDIA
5+ a day
SOCIAL YouTube MEDIA
https://youtu.be/lhl7-jKQWN4
1x a week
S
COMPETITIVE ANALYSIS
W
O
T
Website
Social Media Presence
Customer Service
Curb Appeal
Curb Appeal
Decrease in Radio Use
Location
Reach to Millennials
Reach to Millennials
Competition
Social Media PresenceDecreasing Marriage Popularity
Weakness - Opportunity Strategy
Peopl e Conte nt Platfor ms
STRATEGIE S ● Who do we want to talk to?
● What do we need to know? ● What do we want to talk about? ● What are the topics ● Where do we want to talk and ideas? to them?
● What is the order by
Millennials, newly engaged couples, returning customers Stance on marriage,
Benefits to marriage, plans on getting why renewed vows people should choose Mitchell’s
Be an influencer, Social Media platforms convince public that Mitchell’s is 1) Pinterest 2) best Instagram
Contrib ute
Commu nity
Conver t
STRATEGIE S Engages Community Valuable Content
Interact with Community Online Relationships to Loyal Customers
Builds Trust
Listen to Suggestions Respond to Suggestions Initiate Conversations Create Sales
Research ● Out of over 100 peopleFindings surveyed we found ○ 86% of people are price sensitive ○ 77% find price and quality as their most important factors ● Females purchase more Jewelry ○ 86% purchase for themselves ● 31% of people surveyed had heard of Mitchell’s Jewelry
IMPLEMENTA Social Media content and posting TION 1. Create more videos with people and giveaways 2. Sponsor posts on Twitter, Facebook, and Insta 3. Pay for Suggested Followers on Twitter, and Pinterest 4. Use #MarriedwithMitchells, #MitchellsJewelry 5. Post more on Pinterest; Target women 6. Create posts using the customer experience 7. Create a consistent theme on every platform
IMPLEMENTA TION Gary Vee Model 1. Create Content. Showcase a jewelry lifestyle through videography. 2. Repurpose the content into best clips from the videos. 3. Distribute this new content across the social media platforms. 4. Listen to the comments of those we engaged with the content
MONITORING/TUNI NG Key Performance Indicators: Reach: Number of clicks, views, and followers Conversations: Number of comments, and tone of the comments. Customer Satisfaction: Degree of Satisfaction customers feel after engaging with Mitchell’s Jewelry
BUDGET ● Creating full videos ● Follower Goals ○ Twitter ○ Instagram ○ Pinterest
● Sponsored Posts ○ Instagram ○ Facebook ○ Twitter
BUDGET Facebook: ● Sponsored: $120
Instagram: ● Followers: $60 ● Sponsored: $140
Twitter: ● Followers: $50 ● Sponsored: $30
Pinterest: ● Sponsored: $25
Video Creation: $200 Total = $625
RETURN ON INVESTMENTS ● Qualitative ○ Sentiment Analysis ■ Yelp Reviews ● Quantitative ○ Number of likes, comments, reaction & new followers ○ Conversion Rate ■ ((Likes/Post)/followers))
CONCLUSI ON ● Goal: Connect to Millenials ● Social Media ○ ○ ○ ○ ○
Facebook 2x per day Twitter 5+ per day Instagram 3x per day Pinterest 5+ per day LinkedIn 1x per day
● Fixable Weaknesses ● Create more video content of giveaway and people ● Post Regularly with avid responses ● Measure by new followers and engagement
Q&A