THE PROCESS:

1. Initial Assessment and Research:

• Review current social media platforms, content, and email campaigns to understand the existing engagement levels and audience demographics.

• Analyze competitors' social media presence and email strategies to identify potential gaps and opportunities.

2. Define Objectives:

• Clearly outline specific goals for increasing online and in-store sales.

3. Audience Segmentation:

• Segment the audience based on demographics, psychographics, and buying behaviors to tailor content and email campaigns effectively.

4. Content Strategy:

• Create a mix of engaging content formats including images, videos, user-generated content, and customer testimonials for both in-feed posts and stories.

• Incorporate storytelling elements to humanize the brand and connect with the audience emotionally.

• Highlight exclusive in-store deals, events, and experiences to entice local shoppers.

5. Email Marketing Strategy:

• Audit the current email list and segment subscribers based on their interests, purchase history, and engagement levels.

6. Local Shopper Engagement:

• Collaborate with local businesses, schools, and community organizations to promote the store and encourage foot traffic.

• Utilize user-generated content showcasing local customers enjoying products or experiences at the store.

• Offer incentives such as exclusive in-store discounts or loyalty programs for local customers.

  • Examples implemented: Johns Hopkins & Towson: First 20 students from each university to show their ID and post their tea on their Instagram story receive free tea

  • Student Happy Hour Tuesdays: 2P.M. - 6 P.M. 15% off with your student ID

7. Measurement and Analysis:

• Generate monthly reports to assess the effectiveness of the strategies implemented and make data-driven adjustments as needed.