Allie Galyon, Rachel Kopp & Kristina Porydzy

Target Market/Demographics
Women
Early 25 - Late 45
Middle Class
Create a Facebook and link it to Instagram***
According to Pew Research Center, 79 percent of adults are active on Facebook and 32 percent
are active on Instagram.
Interact with followers via Instagram stories as an outlet to foster further brand
engagement
Other brands, such as J Crew and Mercedes Benz, see an upwards of 5 million more impressions
than usual when utilising the Instagram stories feature
The Instagram function, which is similar to Snapchat stories, has the advantage by pulling in a
larger audience of 300 million daily active users compared to Snapchats 100 million, and
attracts a broader age range.
LaBellum Logo
Create a simple logo
Can use current but also looking for more of a symbol to represent the brand
Change profile picture on social media sites to be the logo versus
Hillarys face to help distinguish the account as a business
Similar Clothing Lines We Took Inspiration
From: Jessica Simpson***
https://www.instagram.com/jessicasimpsonstyle/
Jennifer Lopez
https://www.kohls.com/sale-event/jennifer-lopez.jsp?icid=spotwoJlo
Reese Witherspoon***
https://www.instagram.com/draperjames/
Free People
https://www.instagram.com/freepeople/?hl=en
Lord and Taylor
https://www.instagram.com/lordandtaylor/?hl=en
Divinity LA Bracelets
https://www.instagram.com/divinityla/
House of Harlow
https://www.instagram.com/houseofharlow1960/
Anthropologie
https://www.instagram.com/anthropologie/
Instagram Posts
Create a Common Theme/Uniformity
Pink, Gold or Rose Gold Filter
Simple and Clean Lifestyle Photos
Common theme throughout online content

Light Pink Shadow: helps with

uniformity and is not too
Ideas aggressive

Personalized quotes written by Hillary

Distinguish Personal page vs. Business page
She should be active enough to be relatable but separated enough to really distinguish
the clothing brand

Strategic Post Categories
Engagement posts
Asking open ended questions to followers to answer in comments
Example: How are y'all going to make today awesome? Share with with us below !

First person posts

Ensure Hillarys involvement with page either through direct posts by her or by emulating her
voice and signature in the copy

Clothing promotion
Provide in-page advertising through posting clothing items and leading page traffic to website
(link in bio)
Clothing promotion will ideally fit general page aesthetic
Example: Having clothes laid out and paired with accessories from line, added floral accents, etc.
 LABELLUM INSTAGRAM REBRANDED

Username: redlight.interns

Password: RLM2017

Sample posts are in upcoming

slides but all 16 posts to
encompass theme easy to access
here
Sample Posts encompassing LaBellum as a
Brand
Example Instagram
that promotes the
Brand, Hillary and
Lifestyle
 SWOT Analysis
Strengths Weaknesses

Can capitalize on Hillarys status with Lady Antebellum to drive Little Instagram engagement at current time
fan traffic to page
No Instagram page cohesiveness
Current brand engagement from Lady Antebellum fans can
boost activity on page Niche target market

Hillarys status can allow for media outlet plugs of improved Brand sold exclusively through HSN
page
Lack of pictures showing modeled clothing in visualized style
Instagram re-launch can coordinate with release of next
collection

Bohemian focus, which is on trend

 Opportunities Threats

Encompass Hillary as a fashion curator Primarily appeal to women of Southern roots

Build brand identity online as a leader in its realm No brick and mortar storefront

Can channel posts from Hillarys page through strategic Low engagement compared to competitors or similar
posting schedule and utilize her voice to build brand companies
engagement
Limited items in collection to market; will need additional
Ability to recreate the page as an outlet for Hillary to comment marketing and strategic posts to maintain engagement
on not only clothing and fashion, but also lifestyle and other
various inspirations as applicable

Opportunity to separate Hillary primarily as lead singer for

Lady Antebellum and place her in separate position of fashion
inspiration and commenter

Can engage with younger audience (21-25) through Instagram

outlet