Week 3 Project Update
This is the third blog in a series I’m creating on improving operations & marketing at a Flower Shop. I will be tracking my progress over the course of a month. Visit my Portfolio to learn more about this project.
Last week I completed all my operations tasks, so this week I am jumping into marketing. The shop relies on word of mouth marketing with successful results, but modernizing their marketing approach is not a priority. They have a website and social media presence but I think I can make improvements to both.
My Goals For Week 3
This week I plan to:
Create 1 week of content for Facebook
Create 1 week of content for Instagram
Explain my social media strategy in a blog
Write an informational blog post for their website
What I Accomplished in Week 3
I achieved 4 out of 4 goals for the week.
Goal 1:
I used Canva to create my Facebook posts. I had not used Canva before and watched several tutorials to learn the basics of designing on the platform. I then decided to choose a theme for all posts to follow and since the Fall Equinox is next week, I made “The First Week of Fall” my theme. Next, I created six individual posts, one for each day of the week, excluding Sunday when the shop is closed. I downloaded my designs and then used a separate website to create mockup posts to see what they would look like on someone’s newsfeed with captions. You can see my designs on Canva here.
Goal 2:
I created the same number of Instagram posts also using Canva. I wanted the content on Instagram to have its own aesthetic but still adhere to my “First Week of Fall” theme. I played around with custom dimensions and grid lines to make my puzzle design for Instagram. I then used a different website to split my design into six squares and downloaded the images. I once again created mockup posts to see how they would look on Instagram with captions and hashtags. You can check out my Instagram design here and see a mockup Instagram layout here.
Goal 3:
To illustrate my social media strategy, I wrote a blog post to accompany my Facebook and Instagram designs. I explained my theme in detail and how the Flower Shop can use weekly and seasonal social media themes to their advantage. Depending on the time of year, they can upload daily content in slower months, while posting 2-3 times a week in busier months. To get a more in depth look at my social media strategy, you can read my full blog post here.
Goal 4:
Finally, I wanted to write a blog post that the Flower Shop could use on their website for two reasons. First, their current website does not have a blog and I thought adding long-form written content could add a new angle to their marketing that they currently lack. Second, during my conversation with the owner last week, I asked her what were the most common FAQs that brides asked during consultations and what she wanted potential clients to know before booking an appointment with her. I took the information she gave me and wrote an informational blog post that brides could read before their consultation to answer their most pressing questions. You can read my blog post here.
Problems I Ran Into Week 3
My main problem this week was things taking longer than expected. I knew learning a new tech tool (Canva) would take time and dedicated a set amount to watching tutorials and learning how to create and edit different types of designs on the platform. Once I felt comfortable enough using Canva, I began the actual design process.
I thought that since I already had a strong idea in mind for my theme, that I could design my posts relatively quickly. The thing that took the most time that I did not anticipate was searching for photos on the Flower Shop’s website that fit my theme. Since I wanted photo collages, I needed to find pictures that looked good together while still showing a variety of styles. I changed the layout and photos several times before I was happy with the result.
I also spent longer than I thought I would searching for photos to use in my wedding flower blog post. I again wanted to show a variety of styles and scrolled through many pictures until I found the ones that worked best. Though I still finished all my tasks on schedule, I must remember in the future that you cannot always rush creativity if you want a quality end product.
Key Takeaways From Week 3
I learned a new tech tool, Canva, that I can use in the future. After watching many tutorials and playing around on the platform, I gained a basic knowledge and am confident in my abilities.
I also learned that I enjoy the process of curating and designing content for social media. The steps involved in the process: coming up with a theme, designing the posts, selecting photos, and writing captions all appealed to me to varying degrees. I am used to channeling my creativity through writing, so it was exciting to experiment with a more visual medium.
Plans For Week 4
In week 4 I plan to build on my marketing role by designing a holiday email campaign for previous customers. I hope that this outreach will encourage customers to place pre-orders well in advance of the busy holiday season. This will make things easier for the shop and increase customer satisfaction and retention.
