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Social Media and Marketing Proposal

Courtney Clayton
Courtneychristine4@yahoo.com
(904) 207-0860
courtneycclayton.wordpress.com

























The Executive Summary:
Flowers Plus is a locally owned floral shop in Charlotte, North Carolina providing
services in unique fresh floral design for weddings, special events personal and
business occasions, as well as, daily delivery. Flowers Plus also provides in shop
flowers, plants, custom gift baskets, gourmet chocolates and cards for purchase.
The issue Flowers Plus is having is that they need help driving traffic to their online
outlets and marketing efforts. I will launch a campaign to address these issues, by
first identifying an audience. That audience is the general Charlotte and outlying
communities. This specific audience is 25-45 and socially active professionals in the
middle to upper class income bracket. I will use two main objectives to guide our
campaign; increase online presence of Flowers Plus and implement rebranding of
Flowers Plus. I have provided a wide range of strategies and tactics to accomplish
these objectives, which in the end will complete our campaign goal. I want to use
the concept of Flowers Plus being a premier floral, event and garden design firm.
The campaign will start in June 2014 and run until August 2014.

Client Background:
Flowers Plus is a family owned and operated, local Charlotte, North Carolina
florist offering unique fresh floral design, flowers, plants, custom gift baskets,
gourmet chocolates and cards. Flowers Plus has been centrally located in uptown
Charlotte since 1987 and offers wedding flowers, sympathy flowers, or custom
flowers for any occasion.

Situation Analysis:
The issue that Flowers Plus is facing is that the online presence of the brand
is inconsistent with the intentions of the company. The online traffic driven to
Flowers Plus is low due to the lack of brand management over all mediums of the
Internet. I will run a campaign that will aim to significantly increase the online
presence of Flowers Plus and overall create a better understanding of the brand
and its industry it serves.

Overall Campaign Goal:

Our goal is to increase the awareness of Flowers Plus through a stronger online
presence and increase the marketing efforts in the Charlotte and neighboring areas.

Objectives:
Increase online presence of Flowers Plus over 6 month period
o Strategy: Increase online presence through social media
Tactics
Edit and organize Facebook account, strategically plan
posts to Facebook account to increase user interaction
Create and implement Pinterest account: Flowers Plus
Charlotte
Create and implement Instagram account:
FlowersPlusCLT
Make each online presence cosistent in the aesthetic
and verbiage seen by viewers
Twitter redesign, update account to new Twitter format.
Make aesthetic design same as
Facebook/Pinterest/Website
Implement updated image of Flowers Plus
o Strategy: Implement an updated digital image through marketing
efforts to portray a respected and successful florist
Tactics:
Edit description and image portrayed of Flowers plus to:
a premier floral, event and garden design firm
Remove two websites and only have one well designed
website for flowers plus: flowersplusonline.com
Suggested permanent tactic:
Either build a relationship with Charlotte area
photographers or require all clients to provide you with
photographer from event to obtain all images taken of
the floral arrangements.

General calendar:
June
o Create Pinterest and Instagram by June 7
o Strategically put together five to 10 boards on Pinterest featuring
strictly Flowers Plus work
o Post weekly on Instagram
o Implement social media calendar
o Begin editing context on Facebook page (information section), Google
page and website context
o Research Flowers Plus other two websites (thecharlotteflorist.com
and http://www.360charlotte.com/Florists/FlowersPlus.html) Remove
where possible.
o Continue all marketing efforts at networking events in the Charlotte
area.
o Research all new marketing opportunities and partnerships with area
wedding vendors
July
o Continue implementing social media calendar
o Have new context for website, Google page and Faceboook info.
Section ready for Joels review by July 1
o Continue all marketing efforts at networking events in the Charlotte
area.
o Implement any new found marketing opportunities found in June by
July 1
o Post weekly on Instagram
o Add to Pinterest boards and/or create new boards with photos
August
o Continue implementing social media calendar
o Continue all marketing efforts at networking events in the Charlotte
area.
o Post weekly on Instagram
o Add to Pinterest boards and/or create new boards with photos
September
o Research the increase in traffic on Facebook, Instagram and Pinterest
accounts over three month campaign period.
o Evaluate effectiveness of campaign and have evaluation to Joel by
September 1

Social Media calendar:

For month of June only. July and August months would be modeled after June with
minor changes made. Posts would be automatically done by Courtney and
strategically planned through Hoot Suite. Open dates will be saved for any special
occasion or time sensitive posts.


Date Message Channel
Sunday 06.01 NO POST
Monday 06.02 Designer feature: Garry at work, short blurb about
him and/or his experience

[Photo of designer in action]
Facebook
Instagram
Twitter
Tuesday 06.03 OPEN
Wednesday 06.04 Wedding Wednesday: Photo of a previous wedding,
always from same season as present
Facebook
Instagram
Twitter
Thursday 06.05 OPEN Facebook
Instagram
Friday 06.06 Flower Fact Friday: Hydrangeas
[Picture of hydrangeas arrangement from Flowers
Plus]
Facebook
Instagram
Twitter
Saturday 06.06 NO POST
Sunday 06.07 NO POST
Monday 06.08 Designer feature: Melinda at work, short blurb
about her or her experience

[Photo of designer in action]
Facebook
Instagram
Twitter
Tuesday 06.09 OPEN
Wednesday 06.10 Wedding Wednesday: Photo of a previous wedding,
always from same season as present
Facebook
Instagram
Twitter
Thursday 06.11 OPEN
Friday 06.12 Flower Fact Friday: Facebook
Instagram
Twitter
Saturday 06.13 NO POST
Sundayy 06.14 NO POST
Monday 06.15 Designer feature: Maureen at work, short blurb
about her and/or her experience

[Photo of designer in action]
Facebook
Instagram
Twitter
Tuesday 06.16 OPEN
Wednesday 06.17 Wedding Wednesday: Photo of a previous wedding,
always from same season as present
Facebook
Instagram
Twitter
Thursday 06.18 Throwback Thursday: Flowers Plus was lucky
enough to provide boutonnieres for Emily
Maynards season of The Bachelorette in Charlotte.
What was your favorite season of the Bachelorette?
[Picture of Emily with boutonnieres]
Facebook
Instagram
Twitter
Friday 06.19 Flower Fact Friday: Facebook
Instagram
Twitter
Saturday 06.20 NO POST
Sunday 06.21 NO POST
Monday 06.22 Designer feature: Tammy at work, short blurb about
him and/or his experience

[Photo of designer in action]
Facebook
Instagram
Twitter
Tuesday 06.23 OPEN
Wednesday 06.24 Wedding Wednesday: Photo of a previous wedding,
always from same season as present
Facebook
Instagram
Twitter
Thursday 06.25 OPEN Facebook
Instagram
Twitter
Friday 06.26 Flower Fact Friday: Facebook
Instagram
Twitter
Saturday 06.27 NO POST
Sunday 06.28 NO POST
Monday 06.29 Designer feature: Deb at work, short blurb about
her and/or her experience

[Photo of designer in action]
Facebook
Instagram
Twitter
Tuesday 06.30 OPEN
Wednesday 06.31 Wedding Wednesday: Photo of a previous wedding,
always from same season as present
Facebook
Instagram
Twitter