Scenario
Your small marketing consulting firm was recently hired by Costa's Customs. Costa's Customs is a clothing retail company considering a complete rebranding, as their current reputation is dated and no longer appealing to desired market segments. In the past, Costa's Customs experimented with digital marketing initiatives but the campaign had been poorly thought out and poorly implemented. The previous campaign had very little engagement and was a failure that turned management off from online marketing channels completely. Costa's Customs' current marketing strategy ignores all forms of digital marketing. They've come to your company for advice and recommendations for improving their marketing efforts. Your administrator has put together some preliminary research on Costa's Customs' background for you to look over. Click on the link below and read through it in order to familiarize yourself with the business.
Costa's Customs' Company Profile
Instructions
Costa's Customs' management has been warming up to new ways that they can utilize digital marketing methods, and much of the focus has been on social platform strategies. Costa's Customs' management are beginning the initial stages of choosing which platforms and strategies to use. You've been called on to weigh-in and provide some social marketing suggestions to Costa's Customs. The company is asking you to write an initial report identifying and outlining some potential social opportunities.
The following should be completed in your report to Costa's Customs:
Select two specific social platforms that you believe the case company should utilize.
Provide an overview of the strengths and weaknesses of each platform choice and explain why you think they're a good fit for Costa's Customs.
Support each platform choice with observations from the company profile.
Explain which social media strategy you'd recommend utilizing for each chosen platform (two total).
Choose from creating diverse content marketing, reaching influencers, and utilizing brand advocates.
Layout the general details for how you'll implement those strategies.
Highlight the connection between strategy and platform.
Identify a rung from the social technographics ladder that will be targeted for each chosen platform (two total).
Justify and explain your choices.
Highlight the connection between technographics group, strategy and platform.
For example, you may choose to utilize Yelp (platform) to reach out to brand advocates (strategy) while catering to critics (social technographics category). All of these choices must be explained, connected to each other, and connected to case document facts that make it a good choice for the business. The general details of the strategy, such as messaging popular Yelp reviewers or offering coupons to customers that enter a review, should also be laid out. It's important to be detailed and to support your decisions as part of this report is convincing management to listen to your advice and opinions.
Leveraging Social Media Platforms for Costa's Customs Rebranding
Introduction
Costa's Customs, a clothing retail company, is on the verge of a complete rebranding to revitalize its image and appeal to new market segments. After a failed attempt at digital marketing in the past, they are now considering leveraging social media platforms to enhance their marketing efforts. In this report, we will explore two specific social platforms that would benefit Costa's Customs, outline the strengths and weaknesses of each, recommend suitable strategies for implementation, and identify the targeted social technographics groups.
Platform 1: Instagram
Overview:
- Strengths: Instagram is a visually-driven platform, ideal for showcasing Costa's Customs' clothing line through high-quality images and videos. It has a large user base, particularly among younger demographics, which aligns with the desired market segments.
- Weaknesses: The platform's algorithm can make organic reach challenging, requiring a strategic approach to engagement and content distribution.
Rationale: Based on Costa's Customs' profile indicating a need to appeal to younger audiences and refresh their image, Instagram's visual nature and popularity among the target demographic make it a suitable choice.
Recommended Strategy: Utilizing brand advocates, Costa's Customs can collaborate with influencers or loyal customers to create user-generated content that resonates with the audience. This strategy can increase brand credibility and engagement.
Implementation Details: Engage with influencers who align with the brand's values to promote Costa's Customs products authentically. Encourage brand advocates to share their experiences through posts and stories, creating a sense of community around the brand.
Platform 2: LinkedIn
Overview:
- Strengths: LinkedIn is a professional networking platform that can help Costa's Customs establish credibility and connect with industry professionals. It offers opportunities for B2B partnerships and brand positioning.
- Weaknesses: The platform's user base skews towards an older demographic, which may not align perfectly with Costa's Customs' target audience.
Rationale: Costa's Customs can leverage LinkedIn to build relationships with potential partners, suppliers, and industry influencers, enhancing their reputation and expanding their network.
Recommended Strategy: Creating diverse content marketing on LinkedIn can include thought leadership articles, industry insights, and behind-the-scenes looks at Costa's Customs operations to showcase expertise and authenticity.
Implementation Details: Develop a content calendar focusing on industry trends, sustainable practices in fashion, and success stories from Costa's Customs. Engage with industry groups and participate in relevant discussions to establish thought leadership.
Targeted Social Technographics Groups
1. Instagram: Socially connected individuals - By engaging with influencers and brand advocates on Instagram, Costa's Customs can tap into this group's influence and reach a wider audience.
2. LinkedIn: Joiners - LinkedIn users who actively participate in professional networks are likely to engage with thought leadership content and seek meaningful connections in the industry.
Conclusion
By strategically utilizing Instagram for its visual appeal and younger audience reach, along with LinkedIn for its professional networking capabilities, Costa's Customs can effectively enhance its rebranding efforts. Implementing tailored strategies on each platform and targeting specific social technographics groups will enable Costa's Customs to build a strong online presence, engage with key stakeholders, and drive brand growth in the digital landscape.