Instagram Marketing Plan : Distilleerderij 't Nieuwe Diep
Ruonala, Milla (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202304054825
https://urn.fi/URN:NBN:fi:amk-202304054825
Tiivistelmä
The aim of this project-based thesis was to develop a comprehensive Instagram marketing plan for Distilleerderij 't Nieuwe Diep. The concrete outcomes of this project were a PDF Instagram Marketing Handbook and a summarizing poster, intended for use by the commissioner and employees of the company.
The theoretical part of this thesis was based on the theory of social media marketing, with a particular focus on Instagram. The focus was on topics such as content creation, including the key elements that contribute to high-quality content, and the significant role of aesthetics in visual marketing platforms such as Instagram. The study also explored the importance of storytelling and Instagram engagement rates, as the factor that contribute to the visibility and success of content on the app. In addition, this research delved into marketing strategy and marketing plan, with a thorough SWOT analysis conducted to gain a comprehensive understanding of the company's internal and external environment. Furthermore, benchmarking was used to better understand how competitors are executing their Instagram marketing.
The results of the SWOT analysis and benchmarking revealed that the commissioner possessed significant potential in the area of Instagram marketing. However, it was also evident that there was room for improvement as the content and posting schedule were found to be inconsistent.
Development ideas were formulated based on established theory, as well as the results of the SWOT analysis and benchmarking. These recommendations included the need for a dedicated social media specialist, the creation of a content schedule and topics, and improvements to overall aesthetics, bio, captions, and hashtags. The resulting Instagram Marketing Handbook compiled all of these suggestions and was subsequently summarized in the poster.
The theoretical part of this thesis was based on the theory of social media marketing, with a particular focus on Instagram. The focus was on topics such as content creation, including the key elements that contribute to high-quality content, and the significant role of aesthetics in visual marketing platforms such as Instagram. The study also explored the importance of storytelling and Instagram engagement rates, as the factor that contribute to the visibility and success of content on the app. In addition, this research delved into marketing strategy and marketing plan, with a thorough SWOT analysis conducted to gain a comprehensive understanding of the company's internal and external environment. Furthermore, benchmarking was used to better understand how competitors are executing their Instagram marketing.
The results of the SWOT analysis and benchmarking revealed that the commissioner possessed significant potential in the area of Instagram marketing. However, it was also evident that there was room for improvement as the content and posting schedule were found to be inconsistent.
Development ideas were formulated based on established theory, as well as the results of the SWOT analysis and benchmarking. These recommendations included the need for a dedicated social media specialist, the creation of a content schedule and topics, and improvements to overall aesthetics, bio, captions, and hashtags. The resulting Instagram Marketing Handbook compiled all of these suggestions and was subsequently summarized in the poster.