For my Social Media Campaign Strategy, I choose to take a look at MediSpa located in Newtown CT. They have recently moved to a new location within a newly built complex and will be having a grand opening event. Along with the grand opening they will be having product launches, membership specials and presentation events for specific services.
With the new location they need to establish a strong presence on social media to bring in new clients and maintain continued support from existing clientele. They offer a wide range of services from beauty to weight loss in a beautiful serene location convenient to the area. The content strategy will help them build the confidence of potential clients along with sharing their passion for combining the science and beauty of aesthetics with extensive education for both staff and clients. Their providers have collectively performed 250,000+ treatments for over seven years and have received several awards for their success:
- Ultimate 100 Global Aesthetic Leaders 2019
- Top 1% Nationwide for Botox, Juvederm and CoolSculpting
- Aesthetic Practice of the Year Northeast 2018
To create excitement for the upcoming grand opening, I have prepared a content calendar to help build anticipation. The content will share events leading up to the grand opening event as well as a look at some of the cost saving membership they offer at certain times of the year. The strategy will increase aware of services to existing clients and open new opportunities for potential new client.
The Campaign Strategy includes:
- Campaign goal and objectives
- Recommendations
- Target audience
- Content plan and brand personality
- Content calendar
- Measurement strategy
- Recommendations
Social media is able to reach a large majority of the targeted audience. Through this channel, posts can create excitement of upcoming events, educate users about the services available to them and give them goals to work towards. It will also drive traffic to their site which will lead to appointments in the spa. The channels within this strategy will be Facebook and Instagram as both of these platforms work well with photography to reach the targeted audience.
The brand is elegant but lends to a natural beauty. The brand voice will be shown within the proposed content calendars to maintain the level of service clientele is accustomed to while bring in new clients. The strategy will be measured by followers, engagement, appointments to sales and analysis. The future strategy will be based on the success and failures of the current plan to continue growth in revenue. Although change can be scary, in content strategy, change is exciting and builds the brand.
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Holly Checchia 