Marketplace Location Social Media Plan

2019

Target Audience​: Women and girls ages 15-30.

Primary Goal​: Increase visibility and gain 75 followers through the Marketplace
Aerie Instagram account by May 2019.
Secondary Goal​: Promote the sale of bras through the Marketplace Aerie
Instagram account. Increase bra fittings by 2 per day.

● Objective 1​: Increase followers by 75 followers by May, 2019.

○ Strategy​: Encourage all employees to follow the account.
■ Tactic: Managers and leads should talk about the page often
and invite employees to partake in the posts.
■ Use employee ideas for posts to make employees feel
involved.
● This has the added benefit of increasing team morale.
■ Training managers should talk about the page during training.
○ Strategy​: Encourage shoppers to follow the account.
■ Tactic: Place posters/flyers in fitting rooms and by cash
wrap to encourage shoppers to follow the account.
● Flyers should be attractive and in line with brand
personality.
○ Ex. “Hey girl! Do you follow us on Instagram?
Check us out @marketplaceaerie!”
■ Encourage employees to share about the page.
● Make this part of the pre-part/goal card.
 ○ Ex. “My goal is to get 5 people to follow the
instagram account during my shift.”

● Objective 2​: Increase the value of @marketplaceaerie by creating a local

community of body positivity.
○ Strategy​: Invite followers to come in for an exclusive try on event.
■ Tactic: Plan a try-on event for Instagram followers only.
● If you follow the page we’ll help you pick out an outfit
and rock it!
○ Just after a floorset could be a good choice.
■ Offer to post a picture of her in her awesome, new outfit on
the page and tag her in it.
■ Invite followers to tag us in their personal Instagram posts and
send us pictures they want featured on the page.
○ Strategy​: Introduce employees to help shoppers feel more connected
and “at home” in our store.
■ Tactic: use the ​Real Power ​campaign to show off our
employees.
● What’s our girls’ ​Real Power?​
● Include favorite bra to boost bra sales.
○ Note who our BFF’s are.
■ Use #meetthemanagers to introduce our management team.
● Include as an extension of the ​Real Power​ campaign.
● Include hobbies and pets.
○ This will create the community through shared
experience.
■ Introduce new team members once they complete
onboarding.

● Objective 3​: Increase bra sales through bra fittings and personal testimony.
○ Strategy​: Share our (the employees) favorite bra on Instagram.
■ Tactic: Hold a vote and find “Marketplace Aerie’s Favorite
bra!”
● Let followers vote on Instagram.
■ Include favorite bras in employee bios.
 ○ Strategy​: Invite followers in for a free bra fitting.
● Ex. “When was the last time you got fitted? Things
change over time, and we’re here to help you feel REAL
good.”
● Ex. “Spilling out? Straps digging in? Can’t wait to get out
of your bra after work? That’s not okay! Come see us
and start loving your bra!”

● Objective 4​: Share posts that our followers can connect to.
○ Strategy​: Take inspirational quotes from other Instagram accounts
and share them on @marketplaceaerie.
■ Keep the quotes in line with the tribe of body positivity we are
looking to create.
■ Quotes should only be posted once or twice a week.
○ Strategy​: Share posts from the @aerie account.
■ This will keep us in line with our company values.

● Objective 5​: Maximize our Instagram using best practices.

○ Strategy​: Use right around 5 hashtags to maximize reach.
○ Strategy​: Use hashtags that are already established to capitalize on
hashtag followers.
○ Strategy​: Use LIVE stories to announce things like new floorsets.
■ “Meet our BFFs” mini series could be fun.
● Use filters to have fun with it!
● Publicize your LIVE video before hand, and make sure to
save it to your story in case someone missed it.
○ Strategy​: Create consistency and a cohesive feel by never using filters
and keeping lighting an composition the same.
○ Strategy​: Post mid-day and in the afternoon/evening when people
are checking their phones at lunch and after dinner.
■ Noon to 1 pm have been shown to receive the most
engagement.