Brand Strategy | Jaline Pimentel
Beatriz Paz
Purpose of this doc: Outline a high-level strategy for enhancing Jaline’s online presence as a top wedding dress stylist across Instagram.
Sections:
1. CHANNEL AIMS
We propose to use Jaline’s Instagram to:
Showcase her products: wedding dresses and bridal veils.
Position Jaline as a highly rated wedding dress stylist for brides
Increase her online presence
Increase sales and brand awareness
2. AUDIENCE
Target audience:
Brides
Woman from 24-35 years old
3. CONTENT PILLARS
I propose to focus on the following content themes:
Showcase different wedding dress styles
Highlight brides, creating a monthly carousel with brides of the month
Show the process of creating a wedding dress, from draft to sewing
Short-form videos showing different materials and how to choose your perfect dress for your event
4. INSTAGRAM STRATEGY
Instagram:
Frequency: 1-2 Reels per week, 4-6 posts per week
Content focus: brides in her wedding day, work pictures at bridal shop, behind-the-scenes on making a wedding dress
5. WRITING STYLE (Preview)
Tone:
Emotional and magical
Classy and sophisticated
Supportive
6. COMMUNITY MANAGEMENT (Preview)
Key focus areas:
Engage through comments
Use instagram stories to show bridal shop activities happening at the atelier
Celebrating marriages of the week
7. PERFORMANCE METRICS
I recommend tracking:
Engagement rate (likes, comments, shares, saves)
Reach and impressions
Numbers of sales
Shopping experience feedback from clients
Proposed benchmark:
3% engagement rate per post on Instagram
