HC Jewellers - Audit and Strategy (1)

HC Jewellers Audit & Strategy

Audit Regularly auditing your social media accounts will help you and us understand what’s happening on each network, including what is working and what isn't. At Sanders + Jay we complete an in-depth audit of your social media accounts every 4 months, to ensure we are staying onto of target and producing the right content in line with your audience.

Identifying Social Media Channels Instagram Facebook 03

Instagram Data from 1st November 2020 804 1.84 13 99 5 Followers Engagement Average Profile Website Rate (%) Likes Visits Clicks *Based on the previous week. 04

Facebook Data from 1st November 2020 1,454 13 136 4 1,425 2 Followers Average Post Page Views Average Link Page Likes Total Actions Engagement ** Clicks on Posts on Page ** ** ** **Based on the previous month. 05

Men Demographics 32% Gender Social media demographics help us understand your audience in greater detail. Women 68%

20% Demographics 15% Age 10% Social media demographics help us understand your audience in greater detail. 5% 0% 25 - 34 45 - 54 35 - 44

Optimum Posting Times Friday's at 7pm Wednesday's at 12pm 08

Strategy & Campaigns The following strategies and campaigns have been created with in-depth industry research; looking at local competitors, and a strong knowledge on HC Jewellers’ business goals for the brand.

evirD etisbeW Driving traffic to the 5 website clicks Total an average of 10 website (minimum) on Instagram Link Clicks on CTA on profile a week Facebook content 10

gnidliuB ytinumoC Increase community Measured by growing Relevant to make HC engagement/awareness demographics Jewellers the top jewellery seller in Hertfordshire 10

erusopxE dnarB Boost brand exposure on Measuring the vanity By increasing the Facebook and Instagram metric of followers following we will, in-turn, attract more customers 12

ygetartS tseretniP Drive traffic to website Measuring the number of By increasing the and strengthen brand visits to the website from following we will, in-turn, identity Pinterest and impressions attract more customers. 13

Instagram Points Appealing to Gen Z through Maximising use of #’s on Posting at optimum times accurate targetting Instagram with the correct research. 14

Facebook Points Targeting the Hertfordshire Joining relevant Strong focus on community. Facebook groups to community building. share posts. 15

Pinterest Points Creating a powerful Utilising the traffic-generating Designing eternal content presence. platform by increasing website visitors 16

Targeting Targeting the younger demographic Gen Z As noted, a lot of the products are being bought by people from older women as gifts. I will be implementing a target strategy through tailored content to target generation Z. Appealing to a younger audience will maximise the online sales through a hassle-free approach to shopping on a social media platform. 17

Shopping Implementing the Instagram Shop Exprience As part of the strategy to boost sales, we will be setting up the ‘Instagram Shop’ feature. This will show the products that are presented on your Instagram grid feed, and each one will link to the product on the website – creating an easy customer flow for simple purchasing. 18

Contact Strategy Social Being where the Joining the Adding Value Listening customer is Conversation By tailoring our content Keeping up to 75% of Gen Z likes Understand a trend, with styled imagery, date on trends and buying from retailers and providing a solution and relevant, styling will ensure we’re for someone, enables prospering off of them online, and since the audience to see you encouraging copy about by creating the correct, Instagram’s addition of trends HC Jewellers relevant content to Instagram Shops, it’s as a reputable voice will become a platform influence and audience. made buying from the conversation. for current fashion knowledge. platform easy and hassle-free.

Christmas Campaign Subconscious Christmas ‘Gift Guide’ This year’s Christmas season calls for an extra level of attentiveness as we close out a challenging 2020. We have a unique opportunity to position our Christmas marketing in a way that encourages sales and invites conversation within the local community – especially as one of the few ‘gifts’ shops to be located in the heart of Royston.

Subconscious Gift guides are one of the most effective methods of Christmas bridging the gap between content and commerce to ‘Gift Guide' capture the audience’s attention during a high-energy shopping period. I plan to implement a ‘subconscious’ online gift guide for customers to use as a way to direct towards purchase decisions based on a particular product category, market, or trend. 21

A Window- Shopping Experience This is the idea that potential customers will look to HC Jewellers for gift giving inspiration. Followers will be looking to influential, style focused accounts for guidance and insight into what's relevant and new. This creates opportunity to produce content specific to help make purchasing decisions easier, based on looks and trends alone. 22

Understanding the Customer We will conduct a mini survey to understand our audience more. We will do this on our Instagram profile, utilising the stories feature. Understand the customer’s needs ahead of the Christmas shopping period, will keep us from using up content resources ineffectively. This will help to connect us with audience, so that our content can resonates with their past experiences and new experiences. Doing this will enable us to have a strong focus on generating the much-needed engagement for sales.

Questions on the Survey: What’s your biggest How can a business help What are you looking concern going into the simplify your Christmas? forward to this Christmas season? Christmas? Which products do you What would help you as want to see bundled for an online shopper? gift-giving? 24

Strategy & Campaigns Carefully considered to reach desired business goals. These strategies and campaigns are affective to build the client base, achieve more online sales, and drawing in the community to make HC Jewellers the known place for gift buying and jewellery.

Get in touch Email: [email protected] Website: www.sandersandjay.com