According to Brand Bastion Incorporated, the role of social media in retail marketing has massively increased over the last 10 years. In an article, they found that social media drives more retail traffic than any other channel while building and maintaining brand reputation, while acquiring and maintaining consumers (Brand Bastion, 2014). Based on this information, our team created a social media campaign for our client Rag-O-Rama.
Team Rag-O-Rama from left — Meredith Wylie, Reagan Canaday, Justin Gamble and Sophia Borghese
Our client’s goal is to increase engagement among social media platforms. In order to create a clearer vision for the campaign, we construct the objective to increase posts of original user-generated content on social media platforms by 40% in 3 months. This gave us a clear and measurable time frame in order to create the most successful campaign. In order to achieve the goal and objective we created the “Spring Cleaning with The Salvation Army”. Over three months, Our client Rag-O-Rama will work with The Salvation Army to collect clothing in their store. Whatever cannot be bought back for money or store credit, they will ask consumers to donate them to the salvation army in return for 10% off their next purchase.
The campaign will utilize the top three social media platforms: Instagram, Twitter, and Facebook. Through this campaign we will use Instagram in order to drive sales by posting retail items and available merchandise. Through twitter, the goal is to create personal relationships with our clients and create positive relationships with consumers. Lastly, our campaign will use Facebook in order to gain reach, give information to consumers. and promote the campaign through ads.
Campaign Proposal Presentation:
Brand Bastion Incorporated (2014). Risks and Benefits of Social Media to Retailers.
(April 25, 2016). Retrieved from: https://www.brandbastion.com/risks-and-benefits-of-social-media-to-retailers
For our brand personal add quickfire challenge, we have incorporated the aspect of Rag-O-Rama being a clothing store and wanting to expand our stylist that we have. We are going to have Sage, a recent Ohio State fashion graduate be a stylist to someone who needs some fashion help because she wants to expand her styling portfolio. We are going to advertise that anyone can nominate their friend that they feel could use an update in their wardrobe with help from Sage. The idea is that someone would get nominated and the Rag-O-Rama stylist would pick out who they feel needs the most help. After they get picked, the winner would come into the store and spend the day getting to know Sage so that she can feel out what style would best fit their personality.
Retrieved from Girl of Style
They would spend the day picking out outfits for the big reveal party. Rag-O-Rama would throw a reveal party with a makeup artist, catered food, and fun music. This is a great way for someone to be able to get experience with fashion with the Rag-O-Rama store and when they invite their friends, they will get familiar with the store as well. For this idea, it was very challenging because we were unsure of how to incorporate the store and a meeting up setting. We decided this is a fun way to get lots of people involved but also still have the experience of one on one. This is going to help us improve our team campaign planning because it will bring yet another idea to the table for some social media action. Being able to get some retweets, likes, and comments is going to help further the Rag-O-Rama brand.
March Madness Virtual Fashion Show
Credit Justin Gamble
During March Madness, Rag-O-Rama wantedto change up the game in the sports world by incorporating fashion into the competition filled month. During the month of March, we are going to be hosting a virtual fashion show via Twitter. We are going to promote this campaign through our Instagram and Facebook accounts as well as in the store, but keeping the competition and voting on Twitter. To keep Rag-O-Rama’s vintage and consignment shop feel, we are going to have each week be a different era of style. Consumers will be able to tweet their outfits that they styled at Rag-O-Rama to the twitter hashtag #MarchRagness. Rag-O-Rama will then tweet out the top two favorite outfits on their Twitter account that includes a poll so that people can vote on their favorite outfit. The person with the most votes will then move onto the next round, this is essentially set up like a bracket to incorporate the March Madness theme. As the weeks go on, there will be one winner at the end of the month. The winner gets to take home the outfits that they have styled themselves. This campaign is a fun way to get a different perspective of March Madness incorporated into the fashion world. People will be inclined to participate because of the free outfits, but also people are going to want to vote for their friends. We will be able to get a lot of foot traffic in the store the whole month of March, as well as lots of activity on our social media sites.
By: Meredith Wylie, Justin Gamble, Sophia Borghese, Reagan Canaday
For this Quick fire challenge, our client is Rag-O-Rama a consignment shop located in Columbus, Ohio. In honor of St. Patrick’s Day, we are going to create a campaign that recognized the holiday as well as the Rag-O-Rama consignment business. We are going to produce a campaign that utilizes all of the social media accounts that they currently have while engaging their customers with a fun contest. The contest is going to be held on St. Patrick’s Day, March 17, where we want their customer to post pictures of St. Patrick Day gear that they had bought at Rag-O-Rama on Twitter. We also plan on advertising the contest the Monday before St. Patrick’s Day on the Facebook and Instagram account. In the post on Twitter from the contestant, we will have them include the hashtag #RagOLucky so that the other customers are able to see the post and vote on the outfit that they like the most.
The reason we picked this as our campaign was because we want to get people involved on their social media accounts. With using Twitter and the hashtag, this is easy for people to search the picture and vote.
This will be successful because this is related to a fun holiday and there is an incentive of $50 store credit. Participants will be interested to see what everyone else’s outfits look like to possibly get ideas for themselves!