Team Roles and Responsibilities

Mia Guevarra - Project Manager

Oversees all posts through social media. Has full control over social media outlets and communicates

with brand owner Francesca to relay information and content

strategies.

Nicole DeCair - Social Media Analyst

Observes analytical data to find trends in content. Keeps tabs on increase in Facebook Likes and

Twitter Followers. Assesses which posts do and do not work based on

number of likes and retweets.

Team Roles and Responsibilities

Amy D’Anna Cole and Kaitlinn Horner - Co-Strategists and Content

Creation

Recommend themes and content strategies based on research and

analysis gained from other members. They help to set the

framework for the content calendar and give a general idea for what to

post next.

Amanda Taylor and Ryan Barnhart - Co-Researchers

Observes similar brands to find relatable niches and content worth

posting. Take notes of current trends and discussions within the

community.

Empire In The Air creates their place in the industry by using style, passion and purpose.

● Personality/Individuality ● Diverse content

opportunities ● Unique brand identity● Strong customer

relationships● Influential message

Company started in a very narrow market and is now having trouble expanding geographically.

● Content can become confusing

● Spread out over many different digital sites

● Numerous facets involved in the company

● Still in growth stage

STRENGTHS WEAKNESSES

Brand truly reaches to inspire those around it, creating great potential for future growth.

● Project Pearls charity expansion

● Giving back to help customers achieve their dreams

● Submitting introduction article to magazine

OPPORTUNITIES

Many urban “streetwear” brands have been emerging, making for a very competitive market.

● Boutiques such as Aristocrats and 3-G

● Private chains: Forever 21 and Urban Outfitters

● Lack of diversity in following

● Economic status

THREATS

Challenging Facts That Made Us Work Harder

-Meeting with the owner geographically

-Finding time to organize group collaborations

-Balancing content output between owner and social media management team; too much or not enough

-Finding ways to engage the audience with quick and simple content

-Creating tactics to sell a lifestyle

-Reaching followers who were tagging the company but had private pages

Management Brand

Content ThemesOur first project was to tackle content themes for social media communications. We chose to blend the owner’s existing themes with some new flavor of our own. The purpose of this approach was to retain existing fans/followers without alienating anyone and to increase our online community through relevant updates. What it resulted in were posts related to -

creativityinspiration/charitypromotionscurrent/community eventscalls to customer action

Adaptation was required along the way, to account for new product launch deadlines and other spontaneous events and promotions.

Facebook

Twitter

Best Performing Content

Consumers liked the content about the brand and when we talked about the new releases coming out

in the brand.

This post received a lot of activity due to the sale that we had going on as well as the hashtag we used.

Consumer seemed to like the posts that were simple and straight to the point and didn’t have a lot of text

on them.

This post reached 1,291 people:-92 likes

-83 shares-87 photo views

The link to the blog didn’t need to be in the caption of the post.

Changing the picture of the video would have made it look more interesting and would have

attracted more people.

Tagging “Charity Water” would have made the caption look cleaner, and would have got read

of using the @ sign.

This post reached: -23 people

-3 likes-0 comments or shares

Worst Performing content

We had good luck in our timing to work with this client; building her online community along a measured time frame which culminated with her successful November 2014 product launch.

Congratulations Empire in the Air!