Rag-O-Rama

Rag-O-Rama
Reagan Canaday, Justin Gamble,
Meredith Wylie, Sophia Borghese

Introduction
Rag-O-Rama is a consignment shop located in the Columbus area
With the help of our professional social media insights, we are coming to Rag-O-
Rama to help them better their existing social media platforms to help better
their business
Over the course of the presentation, we will be presenting ways in which we are
going to help better their current social media accounts: Facebook, Instagram,
and Twitter
While also presenting the hashtag campaign #SpringCleaning/#RagOArmy

Current Social Media
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Currently Rag-O-Rama uses three main social sites
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Facebook (4,441 Likes)
Twitter (661 Followers)
Instagram (1,816 Followers)
We found that most of their social sites are extremely underused or poorly
used.
All of their tweets are links back to their facebook page
Their Facebook page posts very infrequently, which means so are their
Twitter posts
The quality of their Instagram photos dramatically varies throughout the
account
They do not use relevant hashtags on Twitter or engage in conversation with
their audience

Goal- Increase engagement on social media platforms
● social media is one of the most effective ways to gain exposure as a brand.
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Social media allows the opportunity for a brand to create an online identity
and attract consumers who can personally relate to that brand.
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Increased social media engagement sparks conversation among consumers.
give and receive feedback to the target consumer group.
engagement on social media could lead to an increase in-store sales.

Objective- Increase posts of original user-generated
content by 40% in 3 months.
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People who visit websites with UGC spend 90% more time on the site while
seeing a 50% increase in engagement. (Hutchison 2016)

Strategy
● Ask consumers to participate in Spring Cleaning by bring gently used clothing
to Rag-O-Rama.
● Clothing that cannot be bought back can be donated through the store to The
Salvation Army in exchange for 10% off next purchase.
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This is important to our target consumer group because money is typically tight for women in
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college between the ages of 18-25.
Include hashtags #RagOArmy and #SpringCleaning in social media posts to
track interaction and engagement
Entice emotions by giving back to the local community

Facebook
Rag-O-Rama has had their current Facebook page since 2009 and current range of getting zero
to seven different types of engagement per post
Since Facebook is a social media platform that is used for more information, which for them,
could be used for promoting sales, new items, and creating conversation about upcoming events
Currently when they post pictures of their clothing they group them together in a large clump,
which can distract the consumer and not let them focus individual items. To change this, having
pictures of the single items in an album can help spark conversation to draw consumers into the
store
Pages are able to use ads on Facebook to help boost sales. Currently Rag-O-Rama does not use
Facebook advertising, being able to target the Columbus ranging from 18-25 will help boost sales
and gain engagements

Mock Facebok Ad

Instagram
Instagram’s main purpose is used for promoting pictures that is used for more of a creative side
of a business or personal account.
The pictures that they are posting on their Instagram, some are coming from Facebook which is
not the audience that is on Instagram.
For their Instagram, they should incorporate real people since the posts they are doing now look
more like a Tumblr page, using real people can help boost likes because it creates an human
connection and people will feel more connected with the brand.
Doing the outfit of the day is also something that can help get foot traffic in store, since the
website doesn’t feature items because of the consignment side, posting an outfit of the day can
show the items they have in store.

Mock Instagram Post

Twitter
Twitter is their social media platform that needs the most help throughout the three social media accounts they
currently have
For their tweets, they are linking their Facebook and Instagram posts as the tweet, which people tend to look
over because it’s inconvenient to follow the link and it’s not on the network they are currently using.
This social media platform is a microblog, which can be used to spark quick conversation between users
For Twitter, they should not be linking their other accounts due to the wrong audience that they are targeting.
To spark conversation, they should be tweeting fashion tips, fashion polls, pictures, and have consumers tweet
at them for fashion advice
For example, a consumer could tweet a picture of a shirt and say “What could I wear this with?” and they could
offer advice and promote items in the store that would work well with that specific clothing item

Mock Twitter Post

Salvation Army Video
https://www.youtube.com/watch?v=yRluTADTwwA

Campaign Proposal
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Consignment shops typically have a set of standards that must be met in
order for them to buy back clothes from a customer.
For our campaign, Rag-O-Rama will encourage customers to “Spring Clean”
their closets and bring clothes they no longer want into Rag-O-Rama to sell.
Any clothes Rag-O-Rama is unable to buy back they will offer to accept as a
donation to the Salvation Army in exchange for 10% off of the customer's
next purchase in the store.
We selected to conduct our campaign from April until May right when
Spring is beginning and people are getting prepared for summer.
This tactic will encourage customers to shop at the store, while giving the
customers the feeling that they are giving back to their community.

Campaign Proposal Continued
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Upon the completion of our campaign we will film Rag-O-Rama dropping off the
clothes to the Salvation Army and post the video thanking customers for their
generosity and support.
Using things like memes, emotional videos, and financial incentives will help
increase engagements across all platforms while attempting to bring in more foot
traffic to the store.
People will be more active in engaging with Rag-O-Rama on all networks
because they will be sharing that the donated, showing off new clothes they
bought, and encouraging others to save some money while supporting a good
cause.
This campaign will give Rag-O-Rama a positive image because they are using
their business model as a way of helping the less fortunate.

Focal Point for Each Platform
Twitter: Experiment with memes and conversation. The whole reason that memes are so popular is that
they resonate with people, and people loved to share memes. If people retweet the memes, then more
people will be exposed to Rag-O-Rama and be more likely to engage in conversation creating a more
active network.
Facebook: Utilizing Facebook advertising can help Rag-O-Rama to develop a more active following of
people who are genuinely interested in what Rag-O-Rama has to offer. By only advertising for $5 a day
Rag-O-Rama can achieve about 9 new likes per day and allow their post to reach up to 787 new people.
Instagram: The #OOTD (Outfit of the Day) will show Rag-O-Rama consumers what to expect when they
come into the store while giving the posts a human connection by incorporating a model. Rag-O-Rama
will utilize their Instagram to drive sales in this way. Once a week a celebrity #OOTD will be posted to
give inspiration to followers and compare clothing Rag-O-Rama carries with clothing celebrities are
wearing.
Each platform will use both hashtags of the campaign.

content on social media platforms by 40% in
3 months. This gave us a clear and
measurable time frame in order to create the
most successful campaign. In order to achieve
the goal and objective we created the “Spring
Cleaning with The Salvation Army”. Over
three months, Our client Rag-O-Rama will
work with The Salvation Army to collect
clothing in their store. Whatever cannot be
bought back for money or store credit, they
will ask consumers to donate them to the
salvation army in return for 10% off their next
purchase.
The campaign will utilize the top three
social media platforms: Instagram, Twitter,

Conclusion
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There is a lot room for improvement across all social media platforms that Rag-O-
Rama uses.
First we plan on creating a uniformed brand for Rag-O-Rama across all social media
platforms.
We plan to utilize Facebook to drive new people to Rag-O-Rama and help drive the
overall “Spring Cleaning with the Salvation Army” campaign.
We want to revamp Rag-O-Rama’s Twitter page to better reach the audience that is on
their Twitter page while creating conversation and promoting “Spring Cleaning with
the Salvation Army”.
Targeting more creative and unique post with Instagram out “Outfit of the Day” is
going to help drive sales
#RagOArmy and #SpringCleaning will unify all social sites and create a talking point
for audiences across all social platforms.