STRATEGY DOCUMENT FOR

Estelle Jewelry

PREPARED BY
Joanna Erika Go
Social Media Specialist
HELLO, THAMIZH
It was nice to talk to you yesterday as you

shared about how you want your brand, Estelle

Jewelry to maximize your social media efforts

that will improve your social media

engagement, increase your brand awareness in

order to generate more sales from potential

customers in purchasing your jewelry.

WHAT WE'VE DISCUSSED
Estelle jewelry is a fast-growing women’s jewelry brand based in United

states.

You’ve established your online jewelry business last year when the

pandemic started and ideal clients/ customers are based in the US and UK.

You've also handled a clothing brand but around October- December

2020, you've gotten a lot of returns.

WHAT WE'VE DISCUSSED

You've got an influencer/ ambassador program but there are some risks

involved like their full commitment during the campaign.

You want me to do Instagram marketing to build brand awareness and

improve engagement to get more sales

There's an increase of following on your Instagram account over the past

year on the Instagram account, but low engagement.

 COMPANY HIGHLIGHTS
FB Page - 1,008 followers

Instagram - 10.5K followers

Website- includes products (necklace, ring, bracelets, earrings);

ambassador gift box information

The Not getting enough

Problem engagement from IG

for Estelle Jewelry
that can generate into
PAIN POINTS How to stand out
sales.
among competitors
and to be set apart
from other similar
Less conversions in the jewelry brands
influencer marketing
program due to lack of
commitment
Generate
more leads
You want your social

media pages to drive

The Solution
organic traffic to your
CAMPAIGN FOCUS
website for more leads

Create content that resonates with your target audience, but at the

Efficient same time, exhibits professionalism in the jewelry niche and conveys
Content
Strategy your brand voice to attract more people and previous customers who

will recognize how your products are unique from other competitors.

·You want to engage the right target audience by having an efficient

Engagement content and engagement strategy. In return, they will be familiar with
Strategy your brand and boost customer inquiries of your jewelry products.
 THE STRATEGY
MARKET RESEARCH

DEEP DIVE DEFINING YOUR COMPETITOR

SURVEY CUSTOMER ANALYSIS
We'll do a deep dive survey of PERSONA This will help us figure out who

past and current clients (around our competitors are, what

We can now identify your buyer
10 people) to see what they all people are thinking about them,
persona based on the results of
have in common that drew them what social media tactics
our survey.
to your services in the first place. they're using and how they're

successful, and what we can

A well-researched buyer persona
We need to know exactly what improve on.
is essential for achieving genuine
obstacles they encountered that
interaction because it enables us
led them to choose you over the
to build content that speaks to
other jewelry brands in the area.
them.
 THE STRATEGY
SOCIAL MEDIA AUDIT AND SOCIAL MEDIA
PROFILE OPTIMIZATION MARKETING STRATEGY
I'll do a social media audit of your Instagram
profiles, analyzing the metrics from previous
strategies to see where we can make
improvements and to determine to check what
content works well for your audience.
We'll also optimize your accounts so that they
fully describe your company's vision, principles,
and objectives. These are the elements that
should be at the heart of our marketing
material, as they will ensure consistency across
all of your social media pages.
CONTENT PLANNING
I’ll collaborate in creating a content
calendar based on the buyer
Using social media analytics, customer
personas we've identified, as well as
feedback, and other resources that can
the marketing plan you've approved.
give us the best results to achieve the
metrics and KPIs that we will set, we can
This will also include hashtag research
build a strategic plan that will clearly
for Instagram, which will broaden your
represent the brand's identity—values,
scope and directly target your target
vision, and mission to your target market.
audience.
 THE STRATEGY
CONTENT CREATION AND
SCHEDULING
To ensure consistency, spark interest, and

establish yourself as an expert in your niche,

create content for Facebook and Instagram

(posts and stories) based on the content

calendar that adds value and entertains your

audience.

PERFORMANCE
EVALUATION
Weekly progress updates will be sent out

to monitor progress and identify areas for

improvement.
 TO SUM UP THE STRAT

PREPARATION RESEARCH EXECUTION EVALUATION

Discovery Call Research Content strategy Sharing of content
Client Bi-monthly review strategy to client
requirements content strategy Engagement with Sending of final
Data collection draft key audiences and invoice
Agreement influeuncers Monthly progress
Sending of initial report discussion
invoice
 PROPOSED TIMELINE
MONTHLY STRATEGY
A much detailed timeline will be provided once we finish the project kick-off meeting.

Days 1-3 Day 3-4 Day 4-30 Day 30

Onboarding and accounts Social Media Start of Content

sharing Audit Creation, Campaign

Repurposing and evaluation

Market research Profile Scheduling

(Deep Dive Survey, Defining Optimization Monthly report

your Buyer Persona, Competitor Hashtag Research discussion

Content Calendar
Analysis)
Engagement and *Weekly updates

Organic Growth may be applicable

Assets sharing
Strategy
HOW THIS STRATEGY
BENEFITS YOU
This strategy will help you create awareness about your brand and also

help you attract the right audiences to your page.

So how does it benefit you directly?

An optimized social media page helps you attract the right audience.

High-value content educates your followers and guide them to their

next course of action. It also influences their decision-making and

makes your services more appealing.

Your optimized social media page with strategic and valuable content

can have a massive impact to your audience which will result to: you'll

be seen as an expert in your field

Valuable content drives long-term results. Once your audience

becomes more familiar with you and your brand, it’s time to make them

automatically think of it whenever they’re in the market for the kinds of

products or services that you offer. If people are able to think of your

brand on the fly, then you know your business has a good brand recall.
INVESTMENT # 1 : SMM BASIC
STRATEGY (FIRST WEEK) IMPLEMENTATION (SUCCEEDING WEEKS)

Days 1-3
Daily Duties
Onboarding and accounts sharing

Market research (Deep Dive Survey, Defining your

3-5 Daily Instagram Stories
Buyer Persona, Competitor Analysis)
Instagram Daily Engagement (likes, comments,
Assets sharing
replies, mentions)

Monitor Instagram Engagement or Influencer Groups

Day 3-4
Commenting on 15-20 posts on relevant hashtags
Social Media Audit
Replyings to 8-12 IG stories from following users.
Profile Optimization
Sending the “welcome script” to new followers via
Content Calendar
direct messaging.

Sending 3 likes on 15 targeted users.

Day 4-6
Engage/ connect with at least 20 targeted users.
Start of Content Creation, Repurposing, and

Scheduling (12 social media posts-3/week; daily IG

End of Week
stories)
Weekly updates
Hashtag Research

Engagement and Organic Growth Strategy

Day 7

Weekly report discussion

799 USD/ MONTH
Minimum 3 months

*** Payment terms are negotiable depending upon the needs and deliverables
INVESTMENT # 2: SMM PREMIUM
STRATEGY (FIRST WEEK) IMPLEMENTATION (SUCCEEDING WEEKS)

Days 1-3
Daily Duties
Onboarding and accounts sharing

Market research (Deep Dive Survey, Defining your

3-5 Daily Instagram Stories
Buyer Persona, Competitor Analysis)
Instagram Daily Engagement (likes, comments,
Assets sharing
replies, mentions)

Monitor Instagram Engagement or Influencer Groups

Day 3-4
Commenting on 30-40 posts on relevant hashtags
Social Media Audit
Replying to 15-20 IG stories from following users.
Profile Optimization
Sending the “welcome script” to new followers via
Content Calendar
direct messaging.

Sending 3 likes on 20 targeted users.

Day 4-6
Engage/ connect with at least 30 targeted users.
Start of Content Creation, Repurposing, and

Scheduling (16 social media posts 4/week; daily IG

End of Week
stories)
Weekly updates
Hashtag Research

Engagement and Organic Growth Strategy

PLUS: 3 blog writeups / 3 email newsletters

Day 7

Weekly report discussion

Minimum 3 months
999 USD/ MONTH

*** Payment terms are negotiable depending upon the needs and deliverables
NEXT STEPS:

Discuss desired changes

Finalize the contract

Settle the payment

Once completed, we can now schedule a project kickoff meeting.

Well that's it.

I'm excited to work with you on this project and don't want to make this strategy any more complicated than it should be. :)

If this arrangement is alright with you, then let’s set-up a call right away.
 Thank you for reviewing the strategy document and recommended solutions

to meet your social media goals. If you have any questions or clarifications

on any of the options presented, I’d be happy to hop on a call to discuss

them with you.

If you have made a final decision on the solution you would like to move

forward on, please indicate your choice below and any other requests you

may have.

AGREEMENT SOLUTION CHOICE: _________________

ANY ADDITIONAL SERVICES YOU WOULD LIKE TO HAVE THAT ISN’T PART OF

THE CHOICE YOU SELECTED:

_____________________________________________________

Joanna Erika Go
S O C I A L M E D I A S T R A T E G I S T
HOW TO REACH ME