2. COMPANY INFO
Alternative Solutions is a family-owned-and-
operated non-franchised company located in
Colorado Springs, Colorado. They have more
than 20 years of experience and have been
in operation since 1997. Alternative
Resurfacing Company is the only company
that offers resurfacing and acrylic bath
systems in Colorado Springs and the
surrounding area. The technicians go
through an intensive 3-month course prior
to providing services and the installers are
fully qualified.
Source: http://alternativeresurfacing.com/about-us.html
3. TARGET MARKET
There are two main markets for Alternative
Resurfacing. The first is homeowners that are
looking to remodel their own homes either for
personal use or to prepare for sale or rent. The
second is property management companies that
need a company for remodels and repairs on their
units/properties.
6. PRIMARY GOAL
The primary goal for
this social media
campaign is to build
brand awareness. The
company has been in
business since 1997 but
has a very low to almost
non-existent social
media presence.
Photo by Austin Chan on Unsplash
7. SECONDARY GOAL
The secondary goal for
this social media
campaign is to create
social proof and
credibility.
Photo by Sara Kurfeß on Unsplash
8. SOCIAL MEDIA GOALS
The combination of the two goals will lead to more
engagement with the community and the
company’s followers/customers in general. The
company’s target market tends to look to the
internet for confirmation on making the best
choice in companies and products. They also look
to family and friends as well as other professionals
for their experiences.
9. CALL TO ACTIONS
For Facebook and Instagram, the
secondary CTA is to like/share/
comment on the posts.
For Pinterest, the secondary CTA will be to
save the pin to their own board, comment,
or add a photo if they also tried the pin.
The call to actions (CTA) will be two-fold. The
primary CTA will be to like/follow the page.
Photo by Javier Peñas on Unsplash
Photo by NeONBRAND on Unsplash
10. SOCIAL MEDIA CHANNELS
Alternative Resurfacing already has a Facebook page, but it is
being underused and is not being optimized. The second
channel will be Instagram. As Instagram is owned by Facebook
and is image-centric it is the perfect partner for the Facebook
channel. Content can be repurposed/shared from one channel
to the next to help promote the services and products being
offered by the company. The third channel will be Pinterest.
Since most consumers looking to resurface, reface, or remodel
their home look for images to decide on the product, look,
colors, and themes they want these three channels are the
perfect choices to build the brand awareness and create the
social proof/credibility that Alternative Resurfacing is looking
for.
11. METRICS
To measure the success of the campaign, we will be
looking at the growth of followers on each channel.
Also, with the post we will be looking at views, likes,
comments, shares, and saves. Measuring followers is
the best way to determine if the brand is being
accepted by new consumers. It does not mean every
new follower will higher the company, but it does
show acceptance of the company as a trusted brand.
For the post, we need to see activity from the
followers to foster a relationship between the
company and its consumers. Views will show us the
reach of the posts. Likes, shares, and saves help will
determine if there is interest in the content being
shared. Comments will help in fostering the
relationship with the consumers and helping them to
feel appreciated and heard.
14. FACEBOOK CONTENT
Miracle Method uses image
and text based posts that
are typically anywhere
from 1 to 3 days apart on
average.
They have 898 followers
yet there post consistently
have no likes or comments.
They have one video that is
9 seconds long and has
18.3k views to date.
16. PINTEREST CONTENT
Miracle Method uses before and
after images for the majority of pins,
although there are also customer
appreciation/thank you posts
There is also an occasional post like
the cleaning checklist
Text is included with pins once you
click on them, all with a link back to
the company’s webpage
They have 7 boards with 929 pins
and a combined 17,724 followers
They have 161.4k monthly viewers
19. FACEBOOK CONTENT
Get A Grip uses image
and text based posts
around 10X a month on
average.
They have 46 followers
and consistently have
around 6-12 likes and
shares. That’s a
consistent 13% to 26%
engagement rate vs
Miracle Methods 0%.
20. INSTAGRAM CONTENT
Get A Grip uses community
engaging posts, with inspirational
quotes, holiday inspired content as
well as before and after images
There majority of the posts seemed
to be about company events or
community concerns and
involvement
Most of the text is short and has
different hashtags including the
company business hashtags
The are 220 post, 168 followers and
the company is following 341 others
22. SUCCESSFUL FACEBOOK CAMPAIGNS
Grammarly did an
amazing campaign is 2018
for branding. The used
story telling as their
campaign angle. They used
a short video with the
message to “write the
future”. They also included
a link to a Forbes review in
the description link. The
campaign reached over 5
million people.
Source: 5 Top Facebook Ad Campaigns to Boost Your Results in 2019
23. SUCCESSFUL FACEBOOK CAMPAIGNS
Promo by Slidely ran a
campaign to get sign-ups for
a trial. They used a cute 12
second video of a kid dancing
on a track to showcase being
able to make your own
marketing videos. They
included ad text that caught
the viewers attention and
drew them in with curiosity
and blew them away with the
attached video.
Source: 5 Top Facebook Ad Campaigns to Boost Your Results in 2019
24. SUCCESSFUL INSTAGRAM CAMPAIGNS
DJI (Dà-Jiāng
Innovations) ran a
campaign to promote
one of their drones.
They formed a
partnership with
multiple Instagram
filmmakers to create a
wealth of UGC.
Source: The 15 Best Instagram Marketing Campaigns of 2017
25. SUCCESSFUL INSTAGRAM CAMPAIGNS
One of the different
tactics that
Orangetheory uses in
their Instagram
marketing campaigns is
user testimonials. By
including these user
generated pieces of
content the brand helps
build its credibility
(social proof).
Source: The 15 Best Instagram Marketing Campaigns of 2017
26. SUCCESSFUL PINTEREST CAMPAIGNS
Honda ran a Pinterest
campaign called
#Pintermission: a 24-hour
break from Pinterest.
They gave each of the 5
influencers $500 and
challenged them to do
some of the things they
had been pinning. It cost
the company $2500 and
an enormous amount of
UGC.
The Best Pinterest Marketing Campaigns and Why The Work
27. SUCCESSFUL PINTEREST CAMPAIGNS
IKEA is a perfect example of
successfully using Pinterest.
One of the campaigns they ran
included targeting millennials
since 50% use Pinterest. They
ran the campaign during the
time college students would be
starting or returning to school
and focused on items that
would interest these students.
The campaign included terms
such as “dorm ideas” and
“dorm room organization”.
3 Examples of Successful Pinterest Campaigns
28. INSTAGRAM CONTENT
With Facebook owning Instagram, that is the best place to start.
The content will include:
Events involving the local community
Posts that customers would like to share of their experience
Images of the workers on and off the job
Information about the products/processes being used, especially those that promote being green
Post should be 2 to 3 times a week to promote jobs that have been completed as well as the above content.
Hashtags to be used will be generated not only around the business name but also surrounding local/global issues
(I.E. #socialdistancing). Also the company can include hashtags around its green footprint
The CTAs will be to promote brand recognition and encourage fan involvement such as liking/following/sharing/
commenting.
For the metrics, the measuring of the growth of followers is pertinent to the goal of brand recognition. It will also
be important to watch the amount of engagement from the followers such as views vs likes and shares, and
comments.
29. FACEBOOK CONTENT
The biggest difference between the Instagram feed and the
Facebook page will be that Instagram will be more image
based.
Facebook will include more text around the posts and a
bigger attempt at community involvement through direct
dialog with the fans/followers
The content will include:
Events involving the local community
Posts that customers would like to share of their
experience
Images of the workers on and off the job
Information about the products/processes being used,
especially those that promote being green
Videos with the owner and workers answering FAQs
and discussing topics they think are important to their
consumers
Post should be 2 to 3 times a week to promote jobs that
have been completed as well as the above content. (Right
now they have posted 7 times since January 2018)
Hashtags to be used will be generated not only around the
business name but also surrounding local/global issues
(I.E. #socialdistancing). Also the company can include
hashtags around its green footprint
The CTAs will be to promote brand recognition and
encourage fan involvement such as liking/following/
sharing/commenting.
For the metrics, the measuring of the growth of followers
is pertinent to the goal of brand recognition. It will also be
important to watch the amount of engagement from the
followers such as views vs likes and shares, and
comments.
30. PINTEREST CONTENT
The content will include:
Events important to the followers such as holidays, local events/issues
Images of the workers on and off the job
Before and after images of work completed
Images that offer decorating options for different looks the company has created
Information about the products/processes being used, especially those that promote being green
Videos with the owner and workers answering FAQs and discussing topics they think are important to their
consumers
Post should be 2 to 3 times a week to promote jobs that have been completed as well as the above content.
Hashtags to be used will be generated not only around the business name but also surrounding local/global issues
(I.E. #socialdistancing). Also the company can include hashtags around its green footprint
The CTAs will be to promote brand recognition and encourage fan involvement such as liking/following/sharing/
commenting.
For the metrics, the measuring of the growth of followers is pertinent to the goal of brand recognition. It will also
31. CROSS-PROMOTION
With Pinterest a lot of the cross-promotion
will mirror that of Miracle Method in the
sense of including links back to the main
webpage and to the other social media
channels asking the viewer to check out our
other two pages and follow along for
additional content.
For Instagram we can cross-promote getting
additional information about different posts
(like additional text content) by visiting
Facebook or to go to Pinterest for more
images.
For Facebook, some of the posts will be shares
from Instagram which will include an
automatic link back to the Instagram page.
The same can go with sharing Pinterest posts
as they too will include links directly to the
company page.
32. INFLUENCERS
Sherry and John are a couple who created a blog in
2007 and are now a sharing their love for
remodeling, DIY, and more. They have blogs,
podcasts, books, and even merchandise in stores
like Home Depot, Wayfair, and Target. They would
be an ideal choice to promote resurfacing and
refacing as a less expensive and environmentally
safe alternative in some of their future remodels.
Their compensation can be having a project
completed by Alternative Solutions in return for
blogging about the experience and the products/
process itself. Just the promotion of resurfacing
itself would be huge win to show consumers the
benefits of this green option.
They have 186+k Facebook followers, 28.7K Twitter
followers, 318K Instagram followers, and 1.3 million
followers with 10+million monthly viewers on
Pinterest.
Source: Young House Love
33. INFLUENCERS
April Wilker is the creator of Wilker Do’s. She is a true
DIYer. She has been running her blog since early 2013 and
boast about how much of her home is filled with her own
creations. She taught herself how to use what she could to
create her own projects instead of buying them. Years later
she is now wiring blogs and making videos to help others
like herself fulfill their desire to be self-sufficient around
their homes and lives. As a true DIYer she is a perfect
example of not just going out and buying all brand new stuff.
Resurfacing is all about reusing what you already have and
giving it a new look.
Alternative Solutions could do well to invite April to a local
event showcasing how to build things around your home
and then using the resurfacing process from Alternative to
give it a store bought look. This would work especially well
when building something from repurposed materials. April
would be financially compensated for her time as well as
free meals and lodging while in town for the event.
They have 73+k Facebook followers, 1.18 million YouTube
subscribers, 229K Instagram followers, 8.8k followers with
1.9 million monthly viewers on Pinterest, and 139 patrons on
Patreon.
Source: Wilkerdos.com
34. AMPLIFICATION
Partnering with influencers like April Wilker and John &
Sherry will help to build on the DIYer consumers that are
always looking for different and simpler way to get things done.
There is also the concept of videos with things like the process
used to create the projects as well as the owner and employees
discussing FAQs.
Also, the posts can start including links to blogs from the main
website covering topics like why resurfacing and refacing are
eco-friendly and why that is important to the company.
Alternative can also blog about events and jobs in the local area.
37. FACEBOOK POSTS
This posts shows before and after images of a
cabinet refacing. It is a direct visualization of how
much of a change a customer can get without
having to gut the kitchen and buy completely new
cabinets.
Full Size Image
Actual Facebook Post
38. FACEBOOK POSTS
This posts is an example
of how resurfacing a
shower can completely
change the look and feel of
the room. It also
showcases in the text that
it is an eco-friendly option.
39. INSTAGRAM POSTS
This posts shows the
companies
involvement in local
business events. It
expresses community
involvement.
40. INSTAGRAM POSTS
This posts shows a variety
of different countertop
looks that the company
can create again stressing
the eco-friendly to reach
out to the environmentally
friendly consumers.
41. PINTEREST POSTS
This posts shows a variety of
different resurfacing looks
that the company can create.
It is visually pleasing and lets
the consumer know about the
reduced waste for this process
as well as the CTA with the
main website.
42. PINTEREST POSTS
This posts lists 5
reasons for why
refacing your
kitchen cabinets
is better than
replacing them.
The reasons are
in the image as
well as the
accompanying
text along with
the CTA with the
main website.
