A content strategy plan designed to reach 3 types of Younique cosmetic customer personas. This plan includes a content mapping template and personalization techniques.
Capstone slidedeck for my capstone final edition.pdf
Younique Content Strategy
1. Younique By Sara: Content Strategy
PSU Center for Executives and Professionals
Spring 2016
By: Sara Kirkpatrick
2. Content
• Company Mission Statement
• Customer Personas
• Content Strategy Planning Template
• Company Workflow
• Personalized Content
• Conclusion
3. Younique's mission is to uplift, empower, validate, and
ultimately build self-esteemin women around the world
through high-quality products that encourageboth inner and
outer beauty and spiritual enlightenment while also providing
opportunities for personal growth and financial reward.
5. Meet: Regina
Stage Awareness:
• Hot Eye Pigments to
Wear Spring 2016 (Blog)
• Glam Bam (Pinterest
Campaign)
Content Strategy: Personas
Regina follows will never leave home without her favorite lipstick. Her makeup regiment
includes a full-face coverage and her needs are based on having the right products
and tutorials necessary to fulfill her adventurous and bold looks.
Stage Consideration:
• Q&A Sessions
(Blog)
• Before and After
Graphics
Stage Decision:
• Peer Testimonials
• Social Media
Virtual Party Option
The Makeupnista
6. Meet: James
Content Strategy: Personas
James is a observant boyfriend who enjoys shopping for practical gifts that his girlfriend will use
and enjoy. He is extremely price-conscious and prefers shopping online. His needs are based on
finding a perfect gift in his budget for his girlfriend, who is a frequent user of Younique
cosmetics.
Stage Awareness:
• 10 Favorite Gifts under
$50 (Blog)
• How to shop cosmetics for
your girlfriend
(Infographic)
Stage Consideration:
• Promotional offers for
online specials
(website)
• Q&A Pictorials
Stage Decision:
• Testimonials from other
boyfriend shoppers (Blog)
• Love it Guarantee
Graphics
Content Strategy: Personas
The Boyfriend
7. Meet: Susie
Susie’s busy lifestyle leaves little to no time for makeup. She focuses on highlighting a natural look, while
maintaining her skin care routines: cleansing and moisturizing. Her makeup usage is limited to Sunday
church services and special events. Her needs are based on having the option for a quick application,
and products perfect for brightening up her tired eyes.
Stage Awareness:
• #HotMama (Instagram
Campaign)
• Best Makeup Practices
to reduce dark circles
(Video Tutorial)
Stage Consideration:
• Skin Care Essentials
(Infographic)
• The Five Minute Face
for the Busy Mom
(Blog)
Stage Decision:
• Shopping Links on
Social Media
• Promotional
Materials
Content Strategy: Personas
The Stay-At-Home-Mom
8. Lifecycle/Buying
Stages
Stage 1: Awareness Stage 2: Consideration Stage 3: Decision
Customer Need(s)
• Enjoys make-up tips
• Watching make-up tutorials
• Loves to be trendy
• Meet monthly makeup budget
• Re-stock Personal Product
• Request a price confirmation
• Monthly promotions
• Shipment Time
Customers Mindset(s)
/Emotions
• Self-Conscious
• Peer Referrals
• Curious
• Visualization
• Excitement
• Price-Conscious
Touchpoints/Marketing
Channels
Pinterest, Magazines, Shopping
Malls, Peer Referrals
Facebook Groups, Website, Email,
Peer Referrals
Promotions, Facebook Groups,
Frequency Buyer Programs, Peer
Referrals
Experience Principles(s)/
Brand Attributes
Empowering Women Uplift Validate
Content Type(s)
• Tutorial Video Content
• Pictorial Graphics
• Facebook Group Posts
• Customer Graphics
• Video Content and Graphics
• Promotions
Content Topic(s)
/Idea(s)
• Pigments to Wear Spring 2016
• Glam Bam Pinterest Campaign
• Q&A Sessions
• Before and After Graphics
• Product Testimonials
• Bulk Order (free shipping)
KPIs
Increase the perception by
25% on social media
Increase engagement
by 10% on social media
Increase sales by 15%
using social media
Regina follows a daily makeup
regiment, which includes a
full-face coverage and uses
Pinterest as her main source
for makeup inspiration.
Marketing Goals:
Spread awareness about Younqiue’s mission to validate,
uplift, and empower women.
Content Strategy Goals:
Capture a wide audience who use cosmetics and skin care
products to build self-esteem and feel beautiful both inside
and out.
Content Strategy: Planning Template
9. Sales
Marketer
Content Strategist
Copywriter
Graphic Designer
Plan: 30 Days of Content
Create: Videos, Blogs, Graphics,
Pictorials
Publish: Facebook, Blog,
Pinterest, and in FB Groups
Distribute: Post X2 Daily
(depending on platform traffic)
Analyze: Facebook Insights
Meet: Sara (The Younique Presenter)
Content Strategy: Company Workflow
10. Additional Personalization Options:
Pairing Products: (Mascara Eyelash Curler Bundles), Creating Content: (Makeup based on Eye Shapes),
Creating Content: (Eye Pigment based on Eye Colors)
Personalized Content
Content:
Previous Orders
Social Media Status
Content Strategy: Opportunities for Personalization