Channels

Instagram, Facebook and Twitter are the three channels I chose that would be valuable for West Virginia Paint. These channels are where my target audience hangs out the most online.

 

Instagram

Instagram will be the first social media channel. According to Expanded Ramblings, Instagram is most used by males now by 51 percent to females 49 percent. Instagram would be perfect for the paint store because paintings and DIY supplies are visual hobbies. Adding a location results in 79 percent higher engagement so by putting our location on we can gain more and more followers and consumers in our products. By effectively using Instagram’s features we can get the most out of it. Also will use the hashtag #wvpaint

Pros                                                                   Cons

Better exposure Constantly monitor for issues consumers are having
Instagram is free and easy to use Could isolate our current demographic
Demographic will start posting pictures of their projects
Greater interaction between business and its consumers
Best method to reach target audience

Facebook

 

Worldwide, there are over 1.49 billion monthly active Facebook users which is a 13 percent increase year over year. Facebook is the most popular social networking site so that’s why I decided to use Facebook. Facebook has people from all demographics.

The best way West Virginia Paint could use Facebook would be to promote sales and promotions and to receive guest feedback. Consumers can also post photos online of their projects.

Pros                                                                   Cons

All demographics are on it Facebook (to me) is confusing and I don’t understand it that well.
Facebook is free to use One bad review can be seen by everyone
Could use for reviews and ratings
The platform encourages sharing through personal accounts

Twitter

 

Twitter is extremely popular among our target demographic but not so for our current demographic. Twitter can be used for an update of our day to day activities. Along with the hashtag #wvpaint

Pros                                                                   Cons

The use of hashtags allows users outside of the normal market to find the organization Will most likely isolate our current demographic
Followers and others can see what you post since some posts from people you don’t follow end up on your timeline anyways. Character limit on tweets
Twitter is free
Has short and sweet to the point text along with photos

I couldn’t find any family owned paint stores in West Virginia so I looked at Sherwin Williams. Sherwin Williams Instagram is exactly what I had in mind for West Virginia Paint. They post photos of their paint swatches along with objects that are the same color. For example they used “Cool Avocado” and have avocados surrounding the swatch. Also “Honey Bees” and the swatch is covered and surrounded by honey. It’s a nice aesthetic.

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Objectives, Strategies and Tactics

Objective 1: Create a Facebook to increase West Virginia Paint Company page likes on to 500 likes in one year.

Strategy 1: appeal to age group 24-35

Tactic 1: invest $100 in flyers for ads with our social medias

Tactic 2: put flyers in cool hip places so ages 24-35 will see them

Tactic 3: offer deals such as $5 off a gallon of paint if you bring in flyer

Tactic 4: offer friendly service and promotional discounts

Objective 2: Create an Instagram and increase followers to 100 by six months.

Strategy 1: become active on Instagram

Tactic 1: create funny photos like paint cans dressed as people to generate buzz around our products

Tactic 2: follow our followers back and their followers

Tactic 3: like 20 photos a day of our followers

Tactic 4: create a special hashtag like #wvpaint and have followers participate in sharing their favorite DIY projects

Objective 3: Create a Twitter and get 500 followers in one year.

Strategy 1: become active on Twitter

Tactic 1: create a special hashtag like #wvpaint

Tactic 2: create original content 

Tactic 3: have contests such as name that can of paint where the most original and quirky name wins

Tactic 4: use discount codes from following us on Twitter

Two Week Social Media Plan

West Virginia Paint Store Editorial Calendar

May 8 through May 22

Sunday May 8, 2016

Instagram

  • Want to learn some helpful design tips? (Photo: A few design tips on a colorful background). #wvpaint

Facebook

Get inspired to start a painting project in your home with David Nestor helpful design tips:

*bulleted list of design tips*

Twitter

Check our Facebook page for some inspiring paint project ideas! #wvpaint

Retweet photos from the #wvpaint

 

Monday May 9, 2016

Instagram

Having Monday blues? Feel like chopping off your ear? Stop in and check out our selection of canvases and easels. (Photo: canvases and easals). #wvpaint

Regram photos of paintings

Facebook

Having Monday blues? Feel like chopping off your ear? Stop in and check out our selection of canvases and easels.

Twitter

No Posts

 

 

Tuesday May 10, 2016

Instagram

  • What is your favorite art medium? #wvpaint
  • Regram photos

Facebook

No Posts

Twitter

What is your favorite art medium? #wvpaint

Retweet posts

 

Wednesday May 11, 2016

Instagram

Happy National Paint Day! How will you celebrate? (Photo: Paint can (with drawn on face) with birthday hat and streamer taped to the side) #wvpaint

 

Facebook

Happy National Paint Day! How will you celebrate? (Photo: Paint can (with drawn on face) with birthday hat and streamer taped to the side)

Twitter

Tweet how you are celebrating National Paint Day! (Photo: Paint can (with drawn on face) with birthday hat and streamer taped to the side) #wvpaint

Retweet tweets

 

Thursday May 12, 2016

Instagram

#throwbackthursday (Photo: old store with my grandparents) #wvpaint

Facebook

No Post

Twitter

#throwbackthursday (Photo: old store with my grandparents) #wvpaint

 

Friday May 13, 2016

Instagram

  • Calling all DIY projects! Show us your favorite projects you’ve done with West Virginia Paint Store products!
  • Regram photos from #wvpaint

Facebook

Do it Yourself! Show off your favorite projects you’ve done!

Twitter

No Posts

 

Saturday May 14, 2016

Instagram

  • Enjoy your weekend with a “Paint” Night. (Photo: two paint cans enjoying dinner together)

Facebook

No Posts

Twitter

Enjoy your weekend with a “Paint” Night. (Photo: two paint cans enjoying dinner together)

 

Sunday May 15, 2016

Instagram

No Posts

Facebook

No Posts

Twitter

No Posts

 

Monday May 16, 2016

Instagram

  • Don’t let the Monday blues get you down! (Photo: happy yellow paint can holding a brush)

 

Facebook

Don’t let the Monday blues get you down! (Photo: happy yellow paint can holding a brush) *Include fun paint fact*

 

Twitter

Don’t let the Monday blues get you down! (Photo: happy yellow paint can holding a brush)

 

Tuesday May 17, 2016

Instagram

  • #transformationtuesday old photo of the building vs. new photo (maybe have past workers in photo also)

Facebook

No Posts

Twitter

No Posts

 

Wednesday May 18, 2016

Instagram

No Posts

Facebook

“Create a Space All For Him

A man cave has never looked better than this one (Photo: picture of man cave created from paint from the store and DIY projects from the store)

Twitter

Show us your photos of your favorite rooms! We’ll retweet our favorites! #wvpaint

 

Thursday May 19, 2016

Instagram

#throwbackthursday to the first photo ever done in the store

Facebook

No Posts

Twitter

#throwbackthursday to the first photo ever done in the store

 

Friday May 20, 2016

Instagram

  • Have tomorrow off? Spend the day at our store! (Photo: Paint can relaxing in a chair under an umbrella sipping a cocktail from a coconut)

Facebook

TGIF enjoy the start to your weekend with a new DIY project!

 

Twitter

No Posts

 

Saturday May 21, 2016

Instagram

Visit West Virginia Paint Store this weekend! (Photo: Happy paint can amongst other paint cans) #wvpaint

Facebook

No posts

Twitter

  • How are you spending your weekend? We’re starting a new bathroom project! #wvpaint
  • Retweet posts from #wvpaint

Sunday May 22, 2016

Instagram

No posts

Facebook

No posts

Twitter

No posts

I chose this part of the calendar because according to some parts of the internet the first week (May 11-16) is National Paint Week. The goal is to create a fun and interesting conversation by using happy paint cans to generate laughs.

(I  agree with this so I’m keeping it). –> “The platforms were previously determined, but also chosen because they mingle well together. It would be an easy task to mix up the information disseminated to craft a unique post on each platform. This is important because those who follow the organization on every platform will have a diverse and interesting variety on each feed.”

Finally, to engage the audience as a community. I decided to use popular fun tags such as #throwbackthursday and mentioning the Monday blues to connect with the audience. This also will generate other people not in this area to check out our posts and see what we are about.

Building Buzz

Building buzz for a paint store may be difficult but with my lovely personality and charm I’m sure I could get followers for the paint store. The three areas I’m choosing to emphasize for my demographic are:

Informing

Invigorate

Engage

Informing- Different DIY projects would be a fantastic way to inform my demographic about West Virginia Paint Store. In a society where Pinterest is extremely popular (especially within my focus of demographic); by having social media to inform followers about different projects they can become a part of with our products, I think it would generate a lot of business.

Invigorate- “Start a Twitter contest. Online Marketing Summit does this well, awarding free registration to the conference for people that can correctly answer marketing trivia via their Twitter feed. Get your speakers to produce teaser content. A simple video would be ideal. However, some speakers (either full of attitude or devoid of tech savvy) can’t handle the video creation process. In that case, set up a blog on Tumblr (for free, in about 10 minutes) and have your speakers call the toll-free number and leave a voicemail.” This would work extremely well if we hosted contests on our social media. One type of contest could be the most creative use of old paint cans, or something made out of old paint brushes. The possibilities are endless when you host contests aimed towards a creative audience.

Engage- After fixing the slight attitude problem at our store, by having our customers engage with us and give us feedback on social media could really improve the store and the shopping experience at our store.

This was difficult and I have no idea if I did this right or not.

Creative Approach

Creative Approach – (mostly)Non-Fiction West Virginia Paint Company

Video Audio
1. West Virginia Paint Company building is shown from the outside. In a world of black and white this building is the only one that is in color. Tomaso Albinoni – Adagio in G minor plays
2. One person is seen walking into the building. It is a male he’s only shown from behind. He is also in black and white. Tomaso Albinoni – Adagio in G minor
3. As he walks through the door (still only shown from behind) he is mesmerized by the vivid colors that are bursting from the paintings hanging on the walls. Tomaso Albinoni – Adagio in G minor
4. He walks towards the paint supplies (still only shown from behind) and as he picks up a paint brush he himself becomes colorful. Tomaso Albinoni – Adagio in G minor then the beginning of The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld plays
5. Grabs a variety of paint that is laying on the shelves in their places. Carries them over to an easel which is holding a blank canvas. Still the beginning of The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld plays
6. He adds one brush stroke. (Still only shown from behind) Starting to get closer to the iconic Can Can part of The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld
7. Video pans upward slightly to show his frown turns into a smile. No more of his face is shown. Even more and the beginning of the Can Can part starts The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld plays
8. Now he starts rapidly painting a flurry of blues and yellows blacks and whites. Finally The Infernal Galop from Jacques Offenbach’s Orpheus in the Underworld plays (you know the really happy and upbeat part of the Can Can)
9. Video is sped up and the final product is shown. It is the Starry Night.
10. The painter is finally shown it is Vincent van Gogh with a smile on his face
11. West Virginia Paint Company logo is shown along with contact information.

Selected Target Audience

The West Virginia Paint Company mostly caters to people in the 34 to 65+ age range. These are normally regular customers or people who know my family. As such, even though they are the main audience for the paint store in terms of sales, this campaign will focus on consumers in the 25 to 34 category.

In particular, this campaign will target home owners within this age range. These home owners are likely married and reside comfortably within the middle class earning an average of $30,000-$80,000 annually. They are employed full-time, but do not have children yet. Their possession of a full-time job, but lack of children allows them more discretionary income to spend on paint and paint supplies for DIY projects.

Social Media Plan

Opportunity Pitch

West Virginia Paint Company originally started in 1896. It was purchased by my grandparents Andrew and Janice Nestor in 1973. After the death of my grandpa in 2009 my grandma has now become the sole owner. My uncle is the only employee and the manager. West Virginia Paint Company has been providing paint, art and supplies in a knowledgeable, helpful and laidback atmosphere. The store is located on 636 Camden Street Parkersburg, WV across the street from Jimmy Colombo’s Restaurant.

Currently, West Virginia Paint Company does not operate under a social media plan. A solid plan would be great for our company because it is so small, and it depends entirely on community support. But as of now our business and property is for sale so starting a social media plan would almost be useless at this stage.

Social Media Assessment

The business is for sale currently and since it is just run by my family it has never had any social media. Our company thrived from the 70s well into the 90s but steadily we have lost customers due to chains such as Lowes, Home Depot, Walmart and Sherman Williams taking over. When factories started leaving this area it also hurt the business greatly, since we sold all sorts of metal based paint to them.

(I’m sorry there isn’t much I can say about this)

Social Media Objectives

Objective 1: Create a Facebook to increase West Virginia Paint Company page likes on to 500 likes in one year.

Objective 2: Create an Instagram and increase followers to 100 by six months.

Objective 3: Create a Twitter and get 500 followers in one year.

Tweets/Blog Titles

Entertainment

Twitter: #stopaskingTomHardystupidquestions2k15

Blog: Tom Hardy has no time for reporters who ask about his sexuality

Hard News

Twitter: French scientists nearly awakened The Winter Soldier in Siberia while unearthing a 30,000 year old virus in an ancient squirrels nest.

Blog: Ancient squirrels nest holds deadly virus

Origination of the IT’S JOHN CENA…meme

A meme is a cultural phenomenon which can be consciously or accidentally created its-JOHN CENA.

For those who don’t know, the “It’s John Cena” meme, refers to the video clip that introduces WWE wrestler John Cena (very loudly). For meme purposes this short clip is edited onto the end of a video/Vine which is meant to be humorous. The video was first used in 2005, while the visuals in most versions of the meme come from the 2012 version of his introduction video.
The original introduction video is shown below.

Here are some of my favorite examples:

The last one is my favorite one.

Now onto privacy on the internet. I think there is privacy on the internet. And by that I mean the only privacy you get on the internet is if you don’t have the internet. There is no privacy on the internet. While we have the right to internet privacy we truly don’t have any. Now I hate to sound like the Unfriended trailer but really once you post something online, it’s there forever. Depending on the site and its terms of the service, some sites (like Twitter and Facebook) store information and once it’s posted anyone can potentially find it.