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Gillian Wilson
JAMS 343
December 11

Public Relations Plan Final Project

Client Overview

Plumfat Vintage is a small business that uses an online Etsy shop to sell antique and

vintage items. For clarification, is a website that describes itself as “the global

marketplace for unique and creative goods (Keep Commerce Human). The owner of Plumfat

Vintage is Scott Wilson. Wilson is the sole owner of the business and is also the manager of the

business’s social media, which is currently consists of only Instagram. Wilson uses the handle

@plumfat​ on Instagram for behind-the-scenes looks at vintage items and also predominantly

personal posts. However, Wilson does not use Instagram to directly to post about the items he is

selling on Etsy. There is an opportunity for Plumfat Vintage to develop brand awareness on

social media as well as to increase sales for the Etsy shop if Wilson were to more directly

promote products on Instagram. This Public Relations plan will focus on the Plumfat Vintage

business as a whole and will act as a permanent social media Public relations plan that will be

re-evaluated every three months.

Plumat Vintage can benefit from using social media more frequently and having a social

media campaign to help improve its Public Relations on social media. Better communication

with followers and potential customers on social media should result in an increase in sales for

the business on Etsy. According to one article, “​PR and social media are based on

communication but social media, with its real-time messaging, amplifies your message, allowing

PR to be stronger and more impactful” (Why Public Relations). ​A social media Public Relations

campaign would help Plumfat Vintage to keep its name in customer’s minds through consistent

posting and could also result in a higher click-through rate to the website from Instagram.

This plan aims to take into consideration the fact that Plumfat Vintage is run by only one

person. This means that the shop owner has a limited amount of extra time to manage social

media. Overall the plan should allow the shop owner to put in the same amount of time to the

social media accounts, but just post slightly different content.

Goal and Objective

The goal of this plan is to increase product sales for Plumfat Vintage. Although this Etsy

shop is not the main form of income for the owner, its purpose is still to make profit. In addition,

67 percent of Etsy visits are done on mobile (Smith) and since Instagram is used on mobile it

will be easy for people to go to Etsy on their phone from a link on Instagram.

The plan has one objective, which is to double monthly product sales. From looking at

the amount of items sold in the shop for the past two years, I found that Plumfat Vintage sells .5

items per month (or one item every two months). Part of the reason for the low number of sales

in the past could be that that products are posted for sale in the shop infrequently. Wilson has

many items ready for sale that have not been photographed yet, so all that will need to be done is

photographing and posting these to increase the number of items listed in the Etsy shop.

Target audience

The audience for Plumfat Vintage is people on Instagram and Facebook who collect

antiques, whether to keep them or to resell them in their own shop. Some people also buy

antiques for interior design, and others are collectors of specific items such as comic books, so

there is a variety of types of antique collectors to target (7 Reasons). The target audience will

need to have a high enough income to be able to afford antique items. Although it is not possible

to see income attached to information about individual social media users, it is possible to target

specific age groups that are likely to have more money than others. The audience also includes

people who use Etsy in general. Since Etsy is an online company, my target audience is not from

a specific country. However, the target audience will need to understand enough English to be

able to read the post content.


This plan entails three strategies that each have their own tactics. I will explain each of

these strategies, the tactics involved in it, and what the preferred outcome of each strategy is.

Some of the smaller details within the tactics are left up to discretion of the shop owner in order

to have them more easily integrate into his own schedule.

1. Strategy #1​ is to create paid and unpaid posts for Instagram to drive followers to Etsy

and also increase brand awareness.

a. Tactic #1: Prepare and photograph at least 25 vintage/antique items that are in

storage and prepare to post at least 2 per week for sale on Etsy.​ Multiple

photographs of each item will be taken because some will be needed for the next

tactic as well. The reason for this tactic is that items need to be posted for sale

before they can be posted on Instagram. When to photograph the items is up to the

shop owner’s schedule as long as at least two are ready to be posted each week.

The reason I chose two per week is that it seems like a small enough number to

take up a limited amount of time per week to prepare.

b. Tactic #2: Following through from the first tactic, prepare photographs of the

new items that were posted for sale on Etsy and post about them on Instagram

complete with photographs, captions, and appropriate hashtags.​ Since the first

tactic involves two Etsy item sale listings per week, this tactic will involve

posting on Instagram about these items on the days that they are listed. The

process will involve editing photos taken during the first tactic. Since Wilson is a

writer, the captions are up to him, apart from the fact that they should mention

that a link to the Etsy shop can be found in the Instagram bio. Below is a list of

possible hashtags to use on the product posts (in addition to item-specific tags):

#vintage #antique #vintageetsy #vintageforsale #plumfatvintage #vintageshop

#vintagefinds #antiqueshop #collectibles. These hashtags were chosen because

they best describe the products in general that Plumfat Vintage is selling and also

because after a search on Instagram I found that they are hashtags used by other

accounts that sell similar types of products.

c. Tactic #3: Create paid Instagram posts out of some of the product posts and

create a monthly budget for paid posts. ​According to, Instagram ads can be targeted at a narrow audience.

The factors relating to the audience that can be chosen are : Location, age, gender,

languages, demographics, interests, behaviors and connections (How Much Does

It Cost). The ad campaign can be charged based on cost per click, impressions, or

other metrics. The method chosen for this campaign will be cost per click since

the strategy is to drive followers to Etsy through clicking a link on Instagram.

There are many details that go into creating an Instagram ad campaign. I would

recommend that Wilson read the previously mentioned article “How Much Does

It Cost” from because the ad campaign will be more

effective if the person in charge of it has a base understanding of the process,

beyond what is mentioned in this plan. It is not possible to see the price of an

Instagram ad campaign until actually going through the steps of creating one, so it

will be up to Wilson to determine the budget as he goes through this process.

The desired result of this strategy is that people will click through to the Etsy shop and purchase

items after seeing the posts for products on Plumfat Vintage’s Instagram account. In addition the

ad campaign should result in more followers on the Instagram account, creating a larger viewer

base of people who are interested in vintage and antique items, who will then be exposed to

future product posts.

Strategy #2​ is to post all Instagram product posts to the Plumfat Vintage Facebook Business

page and create paid ads with some.

d. Tactic #4: Set up Instagram to automatically post to Facebook. ​The @plumfat

account on Instagram is set up as a business account and part of this process

results in the automatic creation of a Facebook page for the business. Wilson does

not currently post to this page. It would be time consuming to create separate

content and so this tactic involves re-posting Instagram posts instead. ​An article

from iMore details how to set up the automatic posting process.

e. Tactic #5: Choose posts to be part of Facebook paid ads and create a budget for

​ imilar to with Instagram, it is possible to target a narrow audience

the paid ads. S

on Facebook with paid ads. ​Forbes ​says that it is important not to have too broad

an audience. I would recommend choosing posts that get the highest audience

engagement on Facebook (likes, comments or shares) to be chosen to be part of

the paid ad campaign. Choosing posts that are already the most naturally engaging

to audiences will mean that these posts should engage viewers better as part of a

paid ad campaign rather than using unpopular posts in the hopes that they might

become more popular.

The desired result is that posts will reach those on Facebook who might not see posts on

Instagram and they will click through to the Etsy shop. This strategy should also result in more

followers on the Plumfat Vintage Facebook page and overall increased sales on Etsy

2. Strategy #3 ​is to create a monthly posting schedule for Instagram/Facebook to maintain

customer awareness of the business.

a. Tactic #6:​ ​Choose number of posts per month for Instagram as well as hashtags

to use and post content, which will be categorized as product posts,

behind-the-scenes posts, and aesthetic posts.​ Product posts are posts that have a

photography of an item for sale on Etsy and that mention that it is for sale or

direct viewers towards the Etsy store. Behind-the-scenes posts will show photos

of the process of restoring broken items before sale (for example, Wilson often

repairs leather items before posting them for sale). Another type of

behind-the-scenes post that I want to highlight is the process of finding antiques

and vintage items for sale, such as at flea markets or estate sales. This type of post

can be put directly on the Instagram account or also displayed on Instagram

stories. Aesthetic photos are photos that fit in with the general aesthetic of the

Plumfat Vintage account but may not directly relate to the shop. As per tactic #2,

there should be at least two product posts per week on Instagram. In addition,

there should be at least two other posts per week that are behind-the-scenes or

aesthetic posts (one of each, or two of the same is fine, as long as it varies

throughout the weeks). These should be posted on separate days from each other

and from the product posts. Wilson should vary the days of the week on which

each type of post is posted and use Instagram analytics to see which types of post

are most successful on each day as the weeks progress. Overall, @plumfat will be

posting at least 4 posts per week, resulting in 16 posts per month, which averages

out to be about a post every other day.

b. Tactic #7: Create social media policy guidelines for @plumfat’s Instagram

account. ​The guidelines will include how often to respond to comments, or to

comment on other people’s posts. It will also include who to follow and who to

follow back. The social media policy should be short and straight to the point. The

policy will emphasize the importance of friendly communication with followers

and outline goals for how Wilson wants his business to be viewed on social


The desired result is that followers will be exposed to consistent content as they will see a post

from @plumfat on Instagram at least every other day. The more consistently followers see

content, the more likely they will be to make a purchase in the future. In addition, the content

will allow followers to engage with the brand and build brand recognition.


The plan will be evaluated at the end of three months to see what has been working and

what has not been working. At this point the plan will be revised and it will move forward from

there. Any tactic that does not result in success at the three month mark will be altered. Below is

a list of how the success of each specific tactic will be evaluated.

Tactic #1: ​The success of this tactic will be evaluated based on whether the shop owner was

consistently able to post two items per week for sale on Etsy during the three months before

evaluation. Three months consists of roughly 13 weeks (Months to Weeks) and this tactic will be

considered successful if two items per week were posted for at least 10 of these weeks, or 80

percent of the time. If the tactic does not result in success, it will be altered. My suggested

alteration is one sale post per week, but it will depend on the shop owner’s input.

Tactic #2: ​The success of this tactic will be evaluated based on audience engagement on the

product posts on Instagram. This includes likes, comments, and increase in followers. However,

increase in followers could also be attributed specifically to the paid ad posts in tactic #3, and so

follower increase will also be evaluated overall, which I will discuss after the specific tactic


Tactic #3:​ The success of this tactic will be evaluated based on how many new followers the

Instagram account gained and how many click-throughs to the website occurred. It is hard to lay

out specific numbers before the Instagram ad campaign is actually created because it will depend

on numbers that are chosen within that campaign.

Tactic #4: ​The success of this tactic will be evaluated based on whether the Plumfat Vintage

Instagram and Facebook accounts are successfully linked and if the Instagram posts are all

posting to Facebook. This tactic is easy to accomplish and if there are any problems with the

account linking I recommend that Wilson read ​this article​ and do some troubleshooting and get

the account linked as soon as possible (How to Fix Instagram).

Tactic #5: ​The success of this tactic will be evaluated based on how many new followers the

Facebook account gained and how many click-throughs to the Etsy shop occurred. There is no

baseline amount of followers on the Facebook account because it has not been used so far, so

success will mean a steady increase in followers over three months. Similar to with Instagram, it

is hard to lay out specific numbers before the Facebook ad campaign is actually created because

it will depend on numbers that are chosen within that campaign.

Tactic #6:​ ​The success of this tactic will be evaluated based on whether four posts were made

per week on Instagram (and shared to Facebook) for at least 10 out of the 13 weeks during the

evaluation period (or 80 percent of the time). After three months Instagram analytics will also be

looked at to determine what days and times were most successful for posting, and this will be

taken into consideration as the plan is altered for the future. Audience engagement on Instagram

will be taken in to account, as well as increase in followers, although this could also be attributed

to multiple other tactics.


Tactic #7: ​The success of this tactic will be evaluated upon whether Wilson was able to follow

the social media guidelines and successfully engage with customers on Instagram. Engagement

with followers, especially comments, will be evaluated and compared to the level of engagement

at the beginning of the three months.

The evaluation will involve looking at social media follower count increase overall, since

the increase could be attributed to multiple tactics. Last is the evaluation of whether the tactics

worked together to achieve the overarching goal of the plan, which is to increase sales for

Plumfat Vintage. Even if each tactic is successful in itself, it will need to be altered if the overall

result of the plan is not an increase in sales on Etsy. If the sales did double as stated in the

objective, then going forward for the second interval of three months, the objective will be to

maintain that level of sales for the next three months. After a total of six months, the objective

will be to increase sales by one more per month for the next three month. Going forward into the

future, the objective will be altered to reflect even more increases in sales to what seems realistic

at the time.


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