Campaign Goals

Briefly introduce the marketing campaign here and enumerate its goals below.

01 02 03 04

Increase Motivate Create space

Instagram positive for original
interaction reviews Increase SEO content
 S.W.O.T. Analysis
Strengths Weaknesses
Loyal customer base Asset development
Unique selections Current marketing direction
Community anchor Web presense

Opportunities Threats
Expand social media presense Consumer trend shift
Targeted physical & online campaigns "Authenticity"
Expand audience Hyper-niche market
Marketing Mix

Campaign Price Place Promotion

'Ephemera' campaign $150; Free to Consumer In-Store Cross-Post Social Media

Instagram; Facebook;
'Story' campaign Contract Rate Cross-Post Social Media
Possible Website Sync

'Blog' campaign Contract Rate Website CPSM; GBP

15-20% off at POS; Free to

'Coupon' campaign Consumer
Online & In-Store CPSM; In-Store; Lmtd Ad
 'Story'
1. "New Arrival Showcase": Highlight the latest vinyl records that have just arrived in your store. Showcase a variety of
genres and artists to capture the interest of a diverse audience, including & highlighting pop.
2. "Throwback Thursday": Share a short video/photo & Spotify link of some classic vinyl records from the past. Talk about
the nostalgia they bring and ask followers about their favourite memories associated with these albums. Repost /
feature insightful answers.
3. "Staff Picks": Feature a story series where each staff member recommends their favorite vinyl record (weekly) and
explains why it's special to them.
4. "Behind-the-Scenes": Take your followers on a "tour". Show them how records are organized, highlight unique displays,
and give a sneak peek into the day-to-day operations of the store.
5. "Vinyl Care Tips": Create short videos or slides with tips on how to properly clean, store, and maintain vinyl records. This
positions your store as a knowledgeable resource for both newcomers and enthusiasts.
6. "Customer Spotlights": Share photos or videos of customers flipping through records, making selections, or enjoying
their purchases. Encourage customers to share their own pictures while in your store for promotional discounts and/or
"features" in Reels.
7. "Weekly Playlist": Curate a weekly playlist featuring songs from records available in your store from "Staff
Picks"/earworms. This engages your audience with the music itself and encourages them to explore the records in-
store. Update weekly.
 "Ephemera"
1. Design a series of simple postcards (Spin Cycle branded)
featuring each employee's favourite album & their name.
2. Set up small "letter writing" spot customers can pick one and
fill out.
3. Make stamps available, or already adhered.
4. Have "drop box" available for customers to leave with the
store to be mailed weekly.
 "Blog"
1. 500-800 word blog posts bi-weekly to drive traffic.
2. Feature local and international artists that have records
available in-store.
3. Occasionally highlight local or otherwise relevant events.
4. Remain seasonally topical. (An album's 40th anniversary;
holidays; in memoriam; etc).
 "Coupon"
1. 'Hide' a coupon in/on a record. Post record on SM. First customer to
find acquires album.
2. Alternatively: 'Hide' $1/$5 dollar record. Post record on SM with
relevant write-up. Customer who discovers 'wins' record. Consider:
too-scuffed copies of intergenerational / irreverent records like
Rumours; quirky bootlegs; occasional promotional 'full price' items.
3. Offer 15% for leaving Google review.
 Evaluation
1.
Review progress weekly for analysis &
adjustment if needed.
2.
Schedule content plan monthly.
3.
Document SEO, traffic, SM content
interactions, & numbers of in-store promotion
for presentation on a monthly basis.
 Key Performance Indicators

250% 70% 25%

CPL SEO Reviews

Return on CPL. Visits to web page & SM. Increase of monthly reviews.
Schedule and Deadlines

September October November December

Begin 'Story' & 'Blog' Begin sales Reevaluate sales Run holiday
campaigns. Design & promotions. promotions. Prepare advertising &
order supplies for in- for holiday season. promotions. Debut
store promotions. projects such as zine
library, etc.