Social Media Launch Strategy

Executive Overview

This strategy positions Quill & Pigeon as the thoughtful, sustainable alternative in the greeting card space, emphasizing our unique automated personalization while highlighting our commitment to local artisans and eco-friendly practices.

Key Strategic Pillars:

• Authenticity in showcasing local artisan partnerships
• Educational content about sustainability practices (internal but with a focus on internal - “what can we impact?”)
• Emotional storytelling around keeping meaningful connections
• Tech-forward convenience messaging
• Community engagement and user-generated content

Target Audience Profiling

Primary Audiences

1. Eco-Conscious Millennials (Ages 25-40)

• Characteristics:
  • Values sustainability and social responsibility
  • Appreciates artisanal products and local businesses
  • Tech-savvy but craves authentic connections
  • Willing to pay premium for sustainable products
• Resonance Points:
  • Eco-friendly materials and practices
  • Support for local artisans
  • Digital convenience
  • Modern design aesthetic

2. Busy Professionals (Ages 30-50)

• Characteristics:
  • Time-poor but relationship-focused
  • Values efficiency and automation
  • Has disposable income
  • Maintains large professional and personal networks
• Resonance Points:
  • Never miss an important date
  • Automated yet personal touch
  • Professional impression
  • Time-saving convenience

Secondary Audiences

1. Local Art Supporters (Ages 25-65)

• Characteristics:
  • Actively supports local businesses
  • Appreciates handmade items
  • Community-minded
  • Values authenticity
• Resonance Points:
  • Direct support of local artisans
  • Behind-the-scenes content
  • Community impact stories

2. Tech-Savvy Gift-Givers (Ages 20-40)

• Characteristics:
  • Early adopters of new services
  • Appreciates innovation
  • Active on social media
  • Values personalization
• Resonance Points:
  • Smart automation features
  • Digital integration
  • Customization options

Brand & Messaging Strategy

Brand Story

Quill & Pigeon bridges the gap between traditional thoughtfulness and modern convenience. We believe maintaining meaningful connections shouldn’t cost the Earth – literally or figuratively. By partnering with local artisans and using sustainable materials, we’re revolutionizing how people stay connected with loved ones, one beautiful card at a time.

Voice & Tone Guidelines

• Primary: Bold, sophisticated, and avant-garde
• Secondary: Exclusive, distinctive, and boundary-pushing
• Writing Style: Provocative, witty, with calculated irreverence
• Visual Identity: High contrast, dramatic shadows, unexpected compositions
• Mood: Luxurious yet disruptive, exclusive yet viral-worthy

Brand Keywords & Hashtags

Primary Hashtags:

• QuillAndPigeon
• ThoughtfullyAutomated
• SustainableGreetings
• LocallySourced
• NeverMissAMoment

Campaign-Specific:

• CardWithPurpose
• LocalArtistSpotlight
• SustainableStationery
• MeaningfulMoments
• AutomatedCare

Competitive Landscape

Direct Competitors

1. Paperless Post

• Strengths: Digital-first, established brand
• Weaknesses: No physical cards, limited personalization
• Our Advantage: Physical products, local artist collaboration

2. Moonpig

• Strengths: Customization options, established market
• Weaknesses: Limited sustainability focus, generic designs
• Our Advantage: Eco-friendly materials, local artisan network

3. Touchnote

• Strengths: App-based convenience, photo cards
• Weaknesses: Limited design options, no sustainability focus
• Our Advantage: Professional designs, automated scheduling

Unique Differentiators

1. Sustainable Materials + Local Artisans
2. Smart Automation + Personal Touch
3. Community Impact + Convenience

Social Media Channel Strategy

Platform Focus: Instagram

Our primary focus will be Instagram, taking cues from luxury fashion houses like Jacquemus, Bottega Veneta, and Supreme, while maintaining our sustainable edge. Other platforms will be considered only after establishing a strong Instagram presence.

Instagram Strategy

• Content Mix:
  • 30% Product/Design Showcases (photos of the cards)
  • 20% Behind-the-Scenes (Collab Posts)
  • 30% General brand/aesthetic
  • 20% Educational Content & User-Generated Content
• Formats:
  • Stories: Daily updates, (polls, Q&As incorporate later on)
  • Reels: Artist features, card-making process
  • Posts: Product shots, sustainability facts
  • Guides: Gift-giving tips, occasion planning
• Posting Frequency (future): 1 feed post daily, 3-5 stories weekly, 2-3 reels weekly

Pinterest

• Content Focus:
  • Card design inspiration
  • Sustainability tips
  • Gift-giving guides
  • Special occasion planning
• Board Categories:
  • Sustainable Card Designs
  • Local Artist Features
  • Eco-Friendly Tips
  • Special Occasions
• Posting Frequency: 3-5 pins daily

TikTok

• Content Focus:
  • Behind-the-scenes making
  • Artist spotlights
  • Sustainability facts
  • Life hacks for staying connected
• Formats:
  • Tutorial videos
  • Day-in-the-life content
  • Trending sound adaptations
• Posting Frequency: 3-4 times weekly

Secondary Platforms

Facebook

• Focus: Community building and customer service
• Content Mix:
  • Local artist stories
  • Company updates
  • Customer testimonials
  • Event announcements
• Posting Frequency: 4-5 times weekly

LinkedIn

• Focus: B2B relationships and company culture
• Content Mix:
  • Sustainability initiatives
  • Company milestones
  • Industry insights
  • Team spotlights
• Posting Frequency: 2-3 times weekly

Immediate Launch Calendar

Phase 1: Teaser Week (Jan 29 - Feb 1)

• Theme: “The Last Love Letter”
• Key Content:
  • Day 1-2 (Jan 29-30):
    • 3 mysterious texture posts
    • Cryptic Instagram stories with luxury paper close-ups
    • Start influencer seeding
  • Day 3-4 (Jan 31-Feb 1):
    • Dramatic countdown posts
    • First artist tease
    • “Green Elite” waitlist announcement

Phase 2: Brand Launch (Feb 2-4)

• Theme: “Digital Aristocrats in Love”
• Key Content:
  • Day 1 (Feb 2):
    • Brand reveal video at 11am
    • First collection drop at 2pm
    • Influencer unboxing coordinated posts
  • Day 2-3 (Feb 3-4):
    • Artist collaboration reveals
    • Limited edition Valentine’s previews
    • Early access offers for waitlist members

Phase 3: Valentine’s Push (Feb 5-14)

• Theme: “Love Letters to a Dying Planet”
• Key Content:
  • Week 1 (Feb 5-9):
    • Daily designer card drops
    • “Last Minute Love” service promotion
    • Celebrity emergency card stories
  • Valentine’s Week (Feb 10-14):
    • 24-hour designer service launch
    • “Green Confessions” series
    • Real-time delivery stories
    • Success celebrations

Creative Campaign Ideas

Launch Campaign:GreenElite

• Concept: “Sustainable Luxury is the New Status Symbol”
• Elements:
  • Mysterious countdown with no context
  • Celebrity/influencer “unboxing” coordinated drops
  • Provocative environmental statements paired with luxury imagery
  • Limited-edition “collector’s vault” early access
  • Guerrilla marketing installations in luxury shopping districts

Key Viral Moments:

1. “The Last Card” - Limited edition cards that dissolve after use
2. “Luxury Waste” - High-fashion photoshoots with recycled materials
3. “Digital Detox Society” - Exclusive offline-only events
4. Art takeovers - events around creating (e.g. dumpster murals)

Engagement Initiatives

1. LocalArtistChallenge

• Weekly artist takeovers
• Design process sharing
• Community voting on designs
• Limited edition collaborations

2. SustainableSwitch

• Tips for eco-friendly living
• Before/after sustainability swaps
• Community challenge participation
• Expert collaborations

3. MeaningfulMoments

• Customer story sharing
• Occasion celebration ideas
• Connection-building tips
• Gratitude challenges

Partnership Strategy

1. Micro-Influencer Collaborations

• Local artists (1K-10K followers)
• Sustainability bloggers
• Lifestyle content creators
• Stationery enthusiasts

2. Community Partnerships

• Local art galleries
• Environmental organizations
• Small business networks
• Creative workshops

Community Management Guidelines

Response Templates

1. General Inquiry “Hi [Name]! Thank you for reaching out to Quill & Pigeon. We’re happy to help! [Specific Response] Let us know if you have any other questions! 🌿”

2. Sustainability Questions “Thanks for asking about our eco-friendly practices, [Name]! We’re proud to use [Specific Detail] and partner with local artisans to minimize our carbon footprint. Learn more at [Link]. 🌱”

3. Artist Inquiries “We love connecting with fellow creators! Our artist partnership program is https://app.quillandpigeon.com/sign-up. Send us a DM or check out https://www.quillandpigeon.com/artist-beta.pdf for more information about collaboration opportunities. 🎨“

Engagement Guidelines

1. Response Time

• Comments: Within 2 hours during business hours
• DMs: Within 4 hours during business hours
• Reviews: Within 24 hours

2. Tone

• Friendly and approachable
• Solution-focused
• Authentic and transparent
• Environmentally conscious

3. Crisis Management

• Acknowledge concerns promptly
• Move sensitive discussions to DM
• Focus on solutions
• Follow up consistently

Measurement & Optimization

Key Performance Indicators (KPIs)

1. Growth Metrics

• Follower growth rate
• Reach and impressions
• Website traffic from social
• Email sign-ups

2. Engagement Metrics

• Engagement rate per post
• Story completion rate
• Save and share rates
• Comment sentiment

3. Conversion Metrics

• Click-through rate
• Sign-up conversion rate
• First-time purchases
• Customer retention rate

Analytics Tools

1. Primary Tools

• Native platform analytics
• Umami Analytics
• Hootsuite or Buffer
• Mention or Brandwatch

2. Reporting Schedule

• Daily: Basic metrics review
• Weekly: Performance analysis
• Monthly: Comprehensive report
• Quarterly: Strategy review

Optimization Framework

1. Weekly Analysis

• Review top-performing content
• Analyze audience feedback
• Adjust posting schedule
• Update content mix

2. Monthly Review

• Assess campaign performance
• Update content calendar
• Refine targeting
• Adjust resource allocation

3. Quarterly Strategy

• Review overall performance
• Update competitor analysis
• Refresh creative approach
• Set new objectives

Required Resources

Team Structure

1. Social Media Manager (part-time)

• Content strategy
• Community management
• Analytics and reporting
• Campaign coordination

1. Content Creator (part-time)

• Photography/videography
• Graphic design
• Copy writing
• Story creation

1. Community Manager (coming in May)

• Comment management
• DM responses
• Community engagement
• UGC curation

Tools & Software

1. Content Creation

• Adobe Creative Suite
• Canva Pro
• Later or Planoly
• Video editing software

2. Management & Analytics

• Social media management platform
• Analytics tools
• CRM system
• Project management software

Next Steps

2. Pre-Launch (Week xxx)

• Build content library
• Set up analytics
• Train team members
• Test posting workflow

2. Soft Launch (Week xxx)

• Begin teaser content
• Activate partnerships
• Initialize paid campaigns
• Monitor performance

2. Full Launch (Week xxx)

• Execute launch calendar
• Monitor and adjust
• Engage with community
• Collect and analyze data

Questions for Consideration

1. Resource Allocation

• Current team capacity?
• Available budget?
• Existing content assets?
• Technical capabilities?

2. Partnership Status

• Confirmed artist partnerships?
• Existing influencer relationships?
• Community connections?
• Brand collaborations?

3. Technical Integration

• Social commerce capabilities?
• Website integration?
• Analytics setup?
• Automation tools?