Kathryn
Greenlea
Social Media & Branding
Social Media Manager for Coach
For this project, I acted as Coach's social media manager to audit their current presence on social media then develop new branding and a socially responsible campaign to increase the brand's relevance and drive sales.
This project strengthened my branding and campaign creation skills which heavily relate to my career interests in marketing and PR.
SWOT Analysis
Strengths
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Utilizing current events and trends to stay relevant on social media.
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Coach's current creative director has experience working with big luxury brands.
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Has a strong community, which the brand developed primarily on Instagram during 2020.
Weaknesses
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Does not have a clear identity on social media.
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The brand is activly risking its longevity as a luxury brand by not having timelessness at the forefront of its image.
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Coach is doing poorly in its Asian locations where luxury markets are fast-growing.
Opportunities
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Coach can gain an upper hand over its competitors if it finds a way to make its online shopping experience more unique, user-friendly, and convenient.
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Increase sustainability with the use of alternative (fruit and vegetable) leathers.
Threats
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In 2021 the price of leather and metal increased over 20%.
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New competitors are entering the market who have stronger social media presences, are more sustainable, and have unique products.
PEST Analysis
Political
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The Russian/Ukrainian conflict means international partnerships are at risk.
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Prices are rising around the globe so people are less focused on purchasing non-essential items.
Economic
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High unemployment rates in the US mean less spenidn on non-essential items.
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Labor and material costs are rising so Coach needs to evaluate how this will be reflected in their prices.
Social
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Growing consumer concern about sustainably.
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Keeping up with trends is important to staying relevant on social media.
Technological
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Online shopping and instantaneous deliveries have become the norm.
Social Media Mood Boards
As a part of my social media audit, I made one mood board to reflect Coach's current visuals and another to reflect the visuals for my rebranding and sustainability-focused campaign.
Click the photos to the right to read more.
Social Media Sustainability Campaign
I developed my social media campaign around raising awareness for Coach's current sustainable efforts since the brand has its own sustainability program (AKA its (Re)Loved program) that restores and recycles the brand's different products. Since reusing and recycling products fall under the umbrella of timelessness, this campaign would perfectly fit in with my re-branding strategy.
The photo to the right shows an example of a post that could be used for Coach's Instagram that features information about Coach's sustainability along with a visual that corresponds with my re-branding.
Marketing Manifesto
After I finished auditing Coach's social media presence, created a re-branding strategy, and planned a sustainability-focused social media campaign, I assembled all of my materials into the presentation to the right.
Click the green arrow to the right to flip through each slide of this presentation.
Social Media Plan
After completing the semester, I compiled all the work shown above into an 18-page paper to thoroughly explain my research and findings.
Overall, this project gave me a look into what it takes to create an effective re-branding and sustainability campaign for a luxury brand. Since my career goals involve both marketing and PR, this project helped me expand my branding, campaign creation, and industry research skills which I can utilize and expand on as I enter the workforce post-graduation.
Click the button below to view my full work.
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