Define
Client—
#YourHomeOnMain is a conceptual social media campaign made for April's On Main in Saint Charles, Missouri. This is a whimiscal decor and floral store run by April Moxley since 2014.
Challenge—
Design a branding package and social media campaign that will enhance their image and bring in more customers.
Solution—
- Define a strong brand identity that will build awareness and connections.
- Create a social media campaign that will bring in more engagement and sales.
Tools—
See Final ProjectResearch
Since the #YourHomeOnMain campaign is meant to increase engagement, I had to do some digging so I could create strong goals and tactics that will work together for results. That means seeing how the brand is performing now and what the competition is doing right.
Current Social Media Stats—
Before I can set goals, I needed to take a look at how the current posts have performing:
Facebook
- 5.8K followers
- 48 posts since December 2024
- 4 posts per post on average
- 4 comments per post on average
- 43 likes and reactions per post on average
- Post types:
- Announcements
- Events
- Promotion
- Product highlights
Instagram
- 1.1K followers
- 5 posts within last 12 months
- 1 comment per post on average
- 23 likes per post on average
- 0 shares per post on average
- Post types:
- Events
- Promotion
- Product highlights
Key Competition Insights—
HomeGoods is the largest competitor and the most ideal candidate to take some notes from. To do that, I had to take a look at how they use their social media account.
- Has a consistent brand identity
- Interactive elements like polls and tag prompts
- Variety of content types
- Utilizes highlights to show off products
- Positive and welcoming brand voice
Goals For Success—
- Stronger brand recall
- Better awareness of brand and products
- Increased post engagement
After looking at the information above, I can put together a list of tactics to reach the set goals.
Social Media Tactics—
- Define brand voice and visuals to create a solid identity.
- Create a consistent schedule with a variety of content for Facebook and Instagram.
- Add interactive elements to build a connection with the audience.
Design
The first tactic deals with brand identity so I built off of the current brand to match the fun and colorful feeling of the physical shop as well as the products. Since florals are an important part, I used them as a design element.
Continuing with tactic 1, I applied the guidelines I created to the profiles to represent the brand and its voice.
To be able to use the brand to its fullest, tactic 2 comes in. I created a content calendar highlighting one week. While this week in particular shows more posts due to events, it still follows the posting schedule of 2-3 posts per week and stories throughout to keep the account active.
Tactic 2 and 3 go hand in hand to help increase engagement. Having interactive elements along with the consistent posting schedule is ideal for reaching the audience and encouraging them to build a connection.
Reflection
I really enjoyed working on this project, especially since I love April's. It was interesting to see how different posting days and times can make a difference in engagement. If this was an actual campaign, I would adjust the schedule to best fit the specific audience after getting engagement statistics in.
Project Takeaways—
- Adding ways to interact with potential customers is a fun way to increase engagement and brand connection.
- While there are better days and times to post, it can differ depending on when the audience actually interacts.
- Creating and maintaining a brand voice goes a long way to enhance the view of the brand.
Back To Work
