Campaign Plan BookKate Edwards

Marina ProntelliVictor Yan

Anna SimoneSean McGinnis

April 2020

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Table of Contents

Problem and Opportunity Statement...................................................................................................................................3

Situation Analysis.............................................................................................................................................................................4

SWOT Analysis....................................................................................................................................................................................7

Key Publics.........................................................................................................................................................................................11

Campaign Theme, Goal and Objectives.............................................................................................................................13

Strategies and Tactics..................................................................................................................................................................14

Timeline................................................................................................................................................................................................ 15

Budget................................................................................................................................................................................................... 18

Evaluation.......................................................................................................................................................................................... 20

Appendix.............................................................................................................................................................................................21

References..........................................................................................................................................................................................53

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Problem and Opportunity Statement Floridella Boutique provides the city of Syracuse and surrounding areas with a variety of

clothing and accessories allowing women to express themselves freely through their own unique

style. Owner Monica Villegas has been operating in downtown Syracuse for six years and is

currently struggling to thrive in the area due to a variety of problems that stem from a

disorganized business plan. The disorganized business plan has prevented her from defining a

clear audience and has resulted in failure to increase sales. As a result, Floridella Boutique’s

profits have decreased in recent months. To assist Villegas in providing an organized business

plan and recommend an effective campaign, Fifth Element PR will be conducting primary and

secondary research to first determine the target audience, and then provide insight into the habits

of the boutique’s target audience. Fifth Element’s campaign may increase sales by effectively

targeting the audience we define through research.

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Situation AnalysisInternal Factors

Location

Floridella Boutique is located at 410 South Warren Street in downtown Syracuse, New York.

The boutique is in an area surrounded by multiple businesses and office buildings such as

Armory Square Ventures and Acropolis Realty Group. Armory Square Ventures is an “...early

stage venture capital firm” (Armory Square Ventures, 2020). Acropolis Realty Group is a real

estate firm that sells and leases both residential and commercial properties” (Acropolis Realty

Group, 2020). These businesses are representative of industries (finance and real estate), that

individuals in our target audiences may work in. Additionally, Floridella Boutique is located in

close proximity to the Marriott hotel in Armory Square (Marriott, 2020). Not only can people

who work at the hotel visit the boutique, but guests staying at the hotel also have the opportunity

to be exposed to the storefront.

Pricing

Floridella Boutique’s prices range from $20.00 for small accessories, up to $200.00 for larger

items such as coats and sweaters. The prices are determined by Villegas herself and do not

follow any pattern or defined standard (M. Villegas, personal communication, January 27, 2020).

Additionally, Villegas does not do any additional research into her competitors pricing, ignoring

the impact on her sales due to customers turning to other boutiques.

Number of Employees

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Monica, the store owner, is currently the only employee. Although she is aiming to hire a part-

time employee in the future, she is running the store exclusively on her own. Because she is

currently the sole employee, Monica works in the store, manages the boutique’s finances,

purchases and stocks the merchandise and runs the social media accounts (M. Villegas, personal

communication, January 27, 2020).

External Factors

Seasons

Seasonal changes play a great role in consumer spending habits (Capobianco, 2016). According

to the National Weather Service, Syracuse has the lowest weather temperatures in December and

January, with an average of 18.5° F (NOAA, 2020). Monica, the founder of the boutique,

mentioned there are fewer sales during December and January because people prefer to stay at

home during the cold weather (M. Villegas, personal communication, January 27, 2020).

Syracuse has warmer weather during the summer when Monica finds that off the street sales and

word of mouth sales are more frequent (M. Villegas, personal communication, January 27,

2020). Because people tend to stay home during cold weather and go outside during warm

weather, the seasonal changes may impact Floridella Boutique’s sales.

Local Economy

Data shows the median household income in Syracuse is $36,308, while the United States

median household income is $61,937 (U.S. Census Bureau, 2019). However, prices of items

have an average of $110 in Floridella Boutique. Based on the fact that Floridella Boutique is

located in the city of Syracuse, it might be hard for people who have an average household

income of $36,308 to shop in a store that has items with an average price of $110. However,

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income for surrounding communities such as Cicero or Fayetteville bring in average incomes

ranging from $45,000 to $75,000 allowing for more spending (U.S. Census Bureau, 2018).

Competitors

According to Villegas, Floridella Boutique does not have any direct competitors in the

downtown area because of its unique style – boho chic and edgy (M. Villegas, personal

communication, January 27, 2020). Although Floridella does not have any direct competitors,

there are nearby boutiques that specialize in different styles from Floridella. For instance,

Midnight Sun Boutique, an indirect competitor, sells modern style clothing and accessories (D.

Therese, personal communication, March 9, 2020). 

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SWOT AnalysisStrengths

→ Floridella currently has a partnership with Wildflowers in the Syracuse area, which increases

Floridella’s exposure to their partners’ customers (M. Villegas, personal communication, January

27, 2020).

→ Floridella Boutique has an established location on South Warren Street where it has been in

operation for six years and has experienced increased sales during the spring, summer and fall

seasons (M. Villegas, personal communication, January 27, 2020).

→ Floridella Boutique has an established Facebook page with 525 page likes and an Instagram

account with 361 followers (Floridella Boutique [@floridellaboutique]. (n.d.). Both accounts

post content two to three times per week. Both social media accounts provide contact

information and photos of Floridella’s products.

→ Floridella Boutique has a unique style of boho chic and edgy compared to other boutiques like

Midnight Sun, Showoffs, Jet Black, and Frankie and Faye’s which limits the number of direct

competitors in the Syracuse area (M. Villegas, personal communication, January 27, 2020).

Weaknesses

→ Floridella Boutique’s website is undeveloped and does not properly represent its product line,

provides an incorrect location map on the bottom of the page, and contains multiple empty links.

This limits Floridella’s potential to draw in customers who are not familiar with the boutique.

→ Floridella Boutique currently has one employee, owner Monica Villegas, inhibiting efficient

marketing strategies due to lack of time (M. Villegas, personal communication, January 27,

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2020). Due to her limited time and other duties she cannot successfully allocate Floridella’s

funds, manage social media and see to day-to-day boutique tasks as needed.

→ Floridella Boutique has not developed an e-commerce option for purchasing products.

Without e-commerce, Floridella may limit its potential to generate revenue from a wider

demographic, forcing the boutique to rely strictly on in-store purchases (M. Villegas, personal

communication, January 27, 2020).

→ Floridella Boutique is located in Syracuse, New York which has a poverty rate of 30.5 percent

which ranks eighteenth highest in the United States (Weiner, 2019). With just under one-third of

the population under the poverty line, Floridella struggles to sell its expensive clothing due to

local individuals’ low likelihood to afford Floridella products.

Opportunities

→ Monica explained that she would like to sell her clothing online (M. Villegas, personal

communication, January 27, 2020). She can actively utilize platforms such as Shopify, Facebook

Marketplace or Instagram Shopping to sell to consumers outside of the city of Syracuse.

→ Floridella can create additional partnerships with organizations outside of the city of

Syracuse, such as Fringed Benefits, a local gift and home décor store, in Fayetteville.

Collaborating with organizations in surrounding communities will allow Floridella Boutique to

be able to attract consumers outside of the immediate local area and can help increase the

boutique’s awareness among the residents of Onondaga County, which will, overall, boost sales.

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→ Floridella Boutique can establish an internship program for local university students. Villegas

can find potential students at Syracuse University, Le Moyne College, Onondaga Community

College and SUNY College of Environmental Science and Forestry.

→ Villegas can host pop-up events at local universities or events hosted in Armory Square such

as at the Syracuse Arts & Crafts Festival or Taste of Syracuse. According to a survey held by

Social Tables, 74% of consumers are more likely to purchase products that are available at live

events and 93% of business executives said their company prioritizes hosting pop-up events

(Social Tables, 2020).

Threats

→ Because of Floridella Boutique’s edgy and boho chic style, it does not have any direct

competitors. According to Villegas, though, there are many other surrounding boutiques that can

be seen as the boutique’s indirect competitors. These competitors include: Midnight Sun, Frankie

and Faye’s, Jet Black and Showoffs (M. Villegas, personal communication, January 27, 2020).

→ Although the boutique receives foot traffic from people passing through Armory Square, there

is an overall lack of awareness of Floridella Boutique in the city of Syracuse. Our survey of 57

people showed that only 6 people had heard of Floridella Boutique and 6 people had been to the

boutique.

→ The median household income for Syracuse, NY is $36,308 compared to a median

household income of $59,225 for Onondaga County (U.S. Census Bureau, 2018). This

information shows that the city of Syracuse is not an affluent area and residents may not prefer to

shop at more expensive boutiques such as Floridella Boutique.

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→ Monica Villegas explained that she saw a decline in sales throughout the months of

December and January due to the increase of snowfall (M. Villegas, personal communication,

January 27, 2020). With Syracuse being one of the snowiest cities in the country, Floridella

Boutique can see a decline in sales from December until late March or April, which will hurt the

business (Baker, 2018).

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Key Publics Women Ages 35 – 50 Living in a Suburb of Syracuse

(Galai, 2019)

Lisa Preston is a 40-year-old mother of two middle school boys. She lives in Cicero, but

commutes to work in downtown Syracuse, where she works at a technology company in an

office with a business casual dress code (Baker, 2019). Lisa is white and lives with her husband

(U.S. Census Bureau, 2018). The couple’s household income is $75,000 (U.S. Census Bureau,

2018). Additionally, Lisa is registered as a democratic voter and has a bachelor’s degree from

SUNY Oswego (Cicero, NY Political Statistics, 2018). Lisa is an active social media user with

profiles on Facebook, Pinterest, YouTube, Instagram and LinkedIn (Perin & Anderson, 2019).

Lisa finds herself on YouTube and Facebook daily, spending around 35 minutes on Facebook

and 10 minutes on YouTube, both from her iPhone. She is an occasional Pinterest user but very

avid on Instagram where she spends almost an hour scrolling the platform and often finds new

products or services while scrolling (“The 2020 Social Media Demographics Guide”, 2020). Lisa

is involved heavily at her local yoga studio and enjoys traveling.

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Women Ages 60 – 75 Living in a Suburb of Syracuse

(Manning, 2016)

Ruth Barry is a white, 62-year-old retired teacher living in Fayetteville. She lives with her

husband who is also retired, and the couple brings in around $45,000 per year and are on a fixed

retirement income (U.S. Census Bureau, 2018). The majority of Ruth’s neighbors are working

ages, 18 to 65. However, retirees account for 23 percent of the population (U.S. Census Bureau,

2018). Ruth is a registered republican voter (“Politics & Voting in Manlius, New York”, 2019).

Ruth only uses Facebook and YouTube (Perin & Anderson, 2019). Only half of Ruth’s friends

are on Facebook, so she periodically checks the site, but when she does she uses her desktop

home computer (“The 2020 Social Media Demographics Guide”, 2020). Ruth is an avid gardener

and also is a member of a bridge club.

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Campaign Theme, Goal and Objectives

Campaign Theme: Open Your Eyes to Boutiques

Campaign Goal: Increase awareness of Floridella Boutique among the target audiences.

Objective 1: Increase posts to Instagram and Facebook to 5 posts per week by December 1, 2020.

Objective 2: Increase social media engagement on Facebook and Instagram by 10 percent by December 1, 2020.

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Strategies and Tactics

Objective 1: Increase posts to Instagram and Facebook to 5 posts per week by December 1, 2020.

Strategy: Implement a 5-month social media plan.

Tactic 1: Make a weekly content calendar that plans social media posts to Instagram and Facebook.

Tactic 2: Utilize scheduling features on Facebook in order to schedule posts in advance.

Tactic 3: Utilize Hootsuite scheduling software to schedule posts on Instagram.

______

Objective 2: Increase social media engagement on Facebook and Instagram by 10 percent by December 1, 2020.

Strategy: Encourage customer interaction with Floridella social platforms.

Tactic 1: Make monthly blog posts about new clothing and accessory arrivals at the boutique and post link to Facebook page.

Tactic 2: Make three interactive Instagram stories (polls, questions, quizzes, surveys) per weekday.

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Timeline August 2020 to December 2020

Objective 1: Increase social media posts to five times per week after August 1, 2020. Tactic 1: Make a weekly content calendar that plans social media posts utilizing the following:

August 1: Create Google account for calendarAugust 2: Research best times to post on social media, specifically on Instagram and FacebookAugust 4: Create social media content plan for August 11th to August 17thAugust 11: Create social media content plan for August 18th to August 24thAugust 18: Create social media content plan for August 25th to August 31stAugust 25: Create social media content plan for September 1st to September 7thSeptember 1: Create social media content plan for September 8th to September 14thSeptember 8: Create social media content plan for September 15th to September 21stSeptember 15: Create social media content plan for September 22nd to September 28thSeptember 22: Create social media content plan for September 29th to October 5thSeptember 29: Create social media content plan for October 6th to October 12thOctober 6: Create social media content plan for October 13th to October 19thOctober 13: Create social media content plan for October 20th to October 26thOctober 20: Create social media content plan for October 27th to November 2nd

October 27: Create social media content plan for November 3rd to November 9thNovember 2: Create social media content plan for November 10th to November 16th November 9: Create social media content plan for November 17th to November 23rd November 17: Create social media content plan for November 24th to November 30th

Tactic 2: Utilize scheduling features on Facebook in order to schedule posts in advance.August 5: Schedule Facebook posts from August 11th to August 17thAugust 12: Schedule Facebook posts from August 18th to August 24thAugust 19: Schedule Facebook posts from August 25th to August 31stAugust 26: Schedule Facebook posts from September 1st to September 7thSeptember 2: Schedule Facebook posts from September 8th to September 14thSeptember 9: Schedule Facebook posts from September 15th to September 21stSeptember 16: Schedule Facebook posts from September 22nd to September 28thSeptember 23: Schedule Facebook posts from September 29th to October 5thSeptember 30: Schedule Facebook posts from October 6th to October 12thOctober 7: Schedule Facebook posts from October 13th to October 19thOctober 14: Schedule Facebook posts from October 20th to October 26thOctober 21: Schedule Facebook posts from October 27th to August 2nd

October 27: Schedule Facebook posts from November 3rd to November 9thNovember 2: Schedule Facebook posts from November 10th to November 16th November 9: Schedule Facebook posts from November 17th to November 23rd November 17 Schedule Facebook posts from November 24th to November 30th

Tactic 3: Utilize scheduling Hootsuite in order to schedule posts in advance.

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August 5: Schedule Instagram posts from August 11th to August 17thAugust 12: Schedule Instagram posts from August 18th to August 24thAugust 19: Schedule Instagram posts from August 25th to August 31stAugust 26: Schedule Instagram posts from September 1st to September 7thSeptember 2: Schedule Instagram posts from September 8th to September 14thSeptember 9: Schedule Instagram posts from September 15th to September 21stSeptember 16: Schedule Instagram posts from September 22nd to September 28thSeptember 23: Schedule Instagram posts from September 29th to October 5thSeptember 30: Schedule Instagram posts from October 6th to October 12thOctober 7: Schedule Instagram posts from October 13th to October 19thOctober 14: Schedule Instagram posts from October 20th to October 26thOctober 21: Schedule Instagram posts from October 27th to November 2nd

October 27: Schedule Instagram posts from November 3rd to November 9thNovember 2: Schedule Instagram posts from November 10th to November 16th November 9: Schedule Instagram posts from November 17th to November 23rd November 17 Schedule Instagram posts from November 24th to November 30th

Objective 2: Increase engagement on Floridella’s social media platforms by 10 percent by December 1, 2020. Tactic 1: Draft monthly blog posts (upload photos of new merchandise arrivals) and post link to Facebook page to increase customer awareness of clothing and accessories.

August 1: Take pictures of new clothes and accessories to be posted in blog posts.August 3: Make blog post with the pictures of the new merchandise and post blog to Facebook page.September 1: Take pictures of new clothes and accessories to be posted in blog posts.September 3: Make blog post with the pictures of the new merchandise and post blog to Facebook page.October 1: Take pictures of new clothes and accessories to be posted in blog posts.October 3: Make blog post with the pictures of the new merchandise and post blog to Facebook page.November 1: Take pictures of new clothes and accessories to be posted in blog posts.November 3: Make blog post with the pictures of the new merchandise and post blog to Facebook page.

Tactic 2: Make three interactive Instagram stories (polls, questions, quizzes, surveys) per weekday.

August 11th to August 17th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram polls.August 18th to August 24th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram quizzes.August 25th to August 31st: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram gifs.

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September 1st to September 7th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram questions.September 8th to September 14th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram polls.September 15th to September 21st: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram quizzes.September 22nd to September 28th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram gifs.September 29th to October 5th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram questions.October 6th to October 12th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram polls.October 13th to October 19th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram quizzes.October 20th to October 26th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram gifs.October 27th to November 2nd: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram questions.November 3rd to November 9th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram polls.November 10th to November 16th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram quizzes.November 17th to November 23rd: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram gifs.November 24th to November 30th: Post Instagram stories utilizing interactive features at least 3 times per week using Instagram questions.

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Budget Objective 1: Increase social media posts to five times per week after August 1, 2020. Tactic 1: Make a weekly content calendar that plans social media posts.

Item Price Quantities Total cost

Time Cost $0 12 hours (one hour for each day)

$0

Tactic 2: Utilize scheduling features on Facebook in order to schedule posts in advance.

Item Price Quantities Total cost

Facebook platform scheduling feature

$0 3 months $0

Time Cost $0 12 hours (one hour for each day)

$0

Tactic 3: Utilize scheduling Hootsuite in order to schedule posts in advance.

Item Price Quantities Total cost

Time Cost $0 12 hours (one hour for each day)

$0

Hootsuite Membership

$45 per month 3 months $135

Objective 2: Increase engagement on Floridella’s social media platforms by 10 percent by August 1, 2020.

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Tactic 1: Draft monthly blog posts (upload photos of new merchandise arrivals) and post link to Facebook page to increase customer awareness of clothing and accessories.

Item Price Quantities Total cost

Time Cost $0 12 hours (one hour for each week)

$0

Tactic 2: Make three interactive Instagram stories (polls, questions, quizzes, surveys) per weekday.

Item Price Quantities Total cost

Post Instagram stories $0 36 stories $0

Total: $135

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Evaluation Objective 1: Increase social media posts to five times per week by December 1, 2020. Evaluation: Create excel spreadsheet to act as a running log of all Facebook and Instagram posts that are posted. Including links to posts when the content goes live to ensure 5 posts.

Tactic 1: Make a weekly content calendar that plans social media posts for Instagram and Facebook.

Evaluation: Set monthly deadlines for each calendar to ensure that content is prepared and shareable each week.

Tactic 2: Utilize scheduling platform on site to schedule Facebook.

Evaluation: Set monthly deadlines to review and update Facebook timeline so that posts are made on time.

Tactic 3: Utilize Hootsuite scheduling software to schedule posts on Instagram.

Evaluation: Set monthly deadlines to review and update Hootsuite timeline so that posts are made on time.

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Objective 2: Increase engagement on Floridella’s social media platforms by 10 percent by December 1, 2020. Evaluation: Compare percent change in the reach, impressions, and profile views on both Facebook and Instagram between the baseline data to the engagement data following the campaign on December 1, 2020.

Tactic 1: Make monthly shareable blog posts to post to Facebook about new merchandise arrivals.

Evaluation: Set monthly check-in to ensure that a blog post was posted to showcase new arrivals.

Tactic 2: Make three interactive Instagram stories (polls, questions, quizzes, surveys) per weekday.

Evaluation: Calculate weekly the total number of Instagram stories that promote user responses.

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Appendix Primary Research Survey Results

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Tactic Drafts

Interactive Instagram Stories:

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Content Calendar:

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Draft of Blog Post:

Post Scheduling:

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References 

Acropolis Realty Group. (2020). Retrieved from http://www.acropolisrealtygroup.com/ 

Armory Square Ventures, “About Us.” (2020). Retrieved from http://www.armorysv.com/about/

Baker, C. (2018, January 10). Syracuse is the snowiest city in America, so why can't we shovel our sidewalks? Retrieved February 10, 2020, from https://www.syracuse.com/news/2018/01/sidewalks_syracuse.html

Baker, C. (2019, April 18). Syracuse beats out 250 cities to win $3M grant for tech sector jobs. Retrieved February 5, 2020, from https://www.syracuse.com/news/2019/04/syracuse-beats-out-250-cities-to-win-3m-grant-for-tech-sector-jobs.html

Cicero, NY Political Statistics. (2018). Retrieved February 5, 2020, from https://www.factsbycity.com/political-statistics/Cicero-NY/statistics.html

Marriott, “Overview. (2020), Retrieved from https://www.marriott.com/hotels/travel/syrdr-residence-inn-syracuse-downtown-at-armory-square/

National centers for environmental information (2020). Syracuse, New York.Retrieved from  https://www.ncdc.noaa.gov/

Perrin, A., & Anderson, M. (2019, April 10). Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018. Retrieved February 10, 2020, from https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/

Social Tables. (2020, February 20). Pop-Up Event Examples to Generate Buzz. Retrieved March30, 2020, from https://www.socialtables.com/blog/event-planning/pop-up-examples/

The 2020 Social Media Demographics Guide. (2020, February 4). Retrieved February 10, 2020, from https://khoros.com/resources/social-media-demographics-guide#

Therese, D. (2020, March 9). Personal Communication U.S. Census Bureau (2018). Census Quick Facts for Ciero town, Onondaga County, New York;

Syracuse city, New York. Retrieved from https://www.census.gov/quickfacts/fact/table/cicerotownonondagacountynewyork,syracusecitynewyork/PST045219.

U.S. Census Bureau (2019). U.S. Median Household Income Up in 2018 From 2017. (2019, October 29). Retrieved March 10, 2020, from https://www.census.gov/library/stories/2019/09/us-median-household-income-up-in-2018-from-2017.html

Villegas, M. (2020, January 27). Personal communication. 

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World Population Review (2020).Syracuse, New York Population 2020. Retrieved from http://worldpopulationreview.com/us-cities/syracuse-population/

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