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Nebraska Quilt Co.

Nebraska Quilt Company is a quilt shop offering high-quality fabrics, sewing machines, and embroidery supplies. With a strong focus on customer service and community, they aim to inspire creativity and provide resources for quilters and crafters of all skill levels. Their goal is to expand their reach, connect with a broader audience, and drive both online and in-store sales through strategic social media efforts.

  • Facebook
  • Instagram

Client Overview

Industry: Retail (Fabric, Sewing, and Embroidery Supplies)
 

Goals:

  • Increase brand awareness.

  • Drive sales of fabrics, sewing machines, and embroidery supplies.

  • Grow social media followers and engagement.

 

Target Audience:

  • Primary Audience: "Silver shoppers" (ages 55+), primarily women, who are passionate about quilting, sewing, and embroidery.

  • Secondary Audience: Younger sewing enthusiasts (ages 35–54) interested in DIY projects.

My Role

As the Social Media Manager for Nebraska Quilt Company, I oversee all aspects of their social media presence, ensuring it aligns with their business goals and resonates with their target audience. My key responsibilities include:

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  1. Developing Social Media Strategy:

    • Crafting data-driven strategies to increase brand awareness, drive sales, and grow their online community.

    • Identifying key platforms (e.g., Facebook, Instagram, Pinterest) and tailoring content to each platform’s audience.

  2. Content Creation and Scheduling:

    • Designing and curating engaging content, including photos, videos, reels, and stories, that showcase their products and inspire creativity.

    • Planning and scheduling posts to maintain a consistent and active presence.

  3. Data Analysis and Optimization:

    • Monitoring performance metrics (e.g., engagement rates, reach, conversions) to evaluate campaign success.

    • Using insights to refine strategies and improve results over time.

  4. Brand Image Development:

    • Shaping Nebraska Quilt Company’s online identity by maintaining a cohesive visual style, tone, and messaging across all platforms.

    • Ensuring the brand’s values of creativity, community, and quality are reflected in every post.

  5. Team Management:

    • Leading a small team of content creators and assistants, delegating tasks, and providing guidance to ensure high-quality output.

    • Collaborating with team members to brainstorm ideas, troubleshoot challenges, and execute campaigns efficiently.

Strategy

Our strategy for Nebraska Quilt Company focuses on building a strong connection with our audience by showcasing the heart of the brand—our projects, experts, and the community behind the magic. We prioritize engagement, education, and inspiration over traditional selling, creating content that empowers our audience to explore their creativity and achieve their goals.

 

Platforms

  • Primary Platforms: Facebook and Instagram (for community building and visual storytelling).

  • Secondary Platforms: Pinterest (for inspiration and project ideas) and TikTok (for reaching younger, trend-savvy audiences).

 

Content Pillars

  1. Projects:

    • Highlight how-to guides, monthly free projects, staff and customer creations, and quilt-alongs.

    • Showcase product uses, reviews, and collaborations with influencers.

    • Formats: Blog tutorials, video tutorials, timelapses, live Q&As, and lookbook-style photos.

  2. Branding & User-Generated Content (UGC):

    • Share shop life, community events, and quilting expertise.

    • Feature customer interviews, class summaries, and behind-the-scenes content.

    • Formats: Podcasts, quilting history blogs, and "day in the life" videos.

  3. Products:

    • Promote new arrivals, sales, and machine features.

    • Integrate products into project-based content to inspire rather than sell.

    • Formats: Unboxings, employee picks, quick aesthetic videos, and end-of-bolt clearances.

 

Key Tactics

  • Monthly Planning: Identify top priorities (e.g., classes, events, sales) and schedule content around them. Collaborate with staff, customers, and influencers to create fresh, engaging ideas.

  • Video-First Approach: Focus on casual, unscripted videos that showcase expertise and authenticity. Go live to connect directly with customers and discuss projects or shop updates.

  • Influencer Collaborations: Partner with familiar faces like Karen, Susan, Scott, and newer influencers like Leslie Ryan or Featherweight Sarah to create small, fun projects.

  • Educational Content: Increase value-driven content, such as quilting tips, techniques, tutorials, and machine reviews.

  • Community Building: Position NQC as more than a shop—it’s a creative hub. Showcase staff personalities, volunteer efforts, and customer stories to foster relatability and trust.

 

Branding and Messaging

  • Upgrade Branding Guidelines: Ensure a cohesive look across ads, class images, and website content. Use high-quality images of completed projects to inspire rather than relying on text-heavy promotions.

  • Reformat Lives: Create a monthly live series with a unique name, blending shop updates, Q&A, and product highlights in a friendly, conversational tone.

  • Landing Pages: Improve website landing pages with project images, program details, and skill-building explanations to drive interest in clubs and classes.

 

Efficiency and Collaboration

  • Content Repurposing: Create four videos and four images for recurring classes to cycle through, reducing repetitive work while maintaining freshness.

  • Cross-Team Collaboration: Work closely with web and email teams to ensure cohesive messaging and branding across all channels.

 

Why This Strategy Works

  • Audience-Centric: By focusing on education, inspiration, and community, we’re building trust and loyalty rather than just pushing sales.

  • Diverse Content: A mix of projects, UGC, and product highlights keeps the content fresh and engaging.

  • Authenticity: Casual, unscripted videos and live sessions make the brand relatable and approachable.

  • Strategic Planning: Monthly prioritization and collaboration with influencers and staff ensure consistent, high-quality content.

  • Cross-Platform Synergy: Leveraging multiple platforms (Facebook, Instagram, Pinterest, TikTok) allows us to reach different segments of our audience effectively.

Execution

To bring Nebraska Quilt Company’s social media strategy to life, we focused on creating authentic, engaging, and value-driven content that resonates with our audience. Here’s how we executed the plan:

  1. Content Creation:

    • Developed a mix of photo and video content, including tutorials, project showcases, and behind-the-scenes glimpses of shop life.

    • Prioritized casual, unscripted videos to showcase expertise and build trust with the audience.

    • Went live regularly to connect directly with customers, answer questions, and share updates in real time.

  2. Platform Optimization:

    • Focused on Facebook and Instagram for community building and visual storytelling, while leveraging Pinterest for inspiration and TikTok to reach younger audiences.

    • Tailored content to each platform’s strengths, such as Reels and Stories for Instagram and project ideas for Pinterest.

  3. Collaborations and Partnerships:

    • Partnered with influencers and familiar faces (e.g., Karen, Scott, Featherweight Sarah) to create small, fun projects that highlighted NQC products.

    • Featured customer projects and testimonials to build a sense of community and authenticity.

  4. Educational Focus:

    • Increased educational content, such as quilting tips, machine tutorials, and how-to guides, to provide value and inspire creativity.

    • Created live Q&A sessions and monthly live series to engage the audience and address their questions in real time.

  5. Branding and Consistency:

    • Upgraded branding guidelines to ensure a cohesive look across ads, class images, and website content.

    • Used high-quality visuals of completed projects to inspire customers and showcase the possibilities of NQC products.

  6. Efficiency and Teamwork:

    • Pre-planned and batch-created content for recurring classes and events, ensuring consistency without repetitive work.

    • Collaborated closely with the web and email teams to align messaging and create a seamless customer experience across all touchpoints.

Results

Our strategic approach to social media management delivered significant growth and engagement for Nebraska Quilt Company in 2024, with strong momentum carrying into 2025. Here’s a breakdown of the results:

 

2024 Achievements

  • Follower Growth:

    • Facebook and Instagram followers increased by 41%.

    • YouTube subscribers grew by 67%, and TikTok followers increased by 16%.

  • Engagement:

    • Average engagement across all platforms rose by 22%, reflecting stronger connections with our audience.

  • Brand Awareness:

    • NQC became more recognizable, with customers frequently mentioning they discovered the brand through social media.

  • Click-Through Rates (CTR):

    • CTR on links to products and classes increased by 23%, driving more traffic to the website and boosting sales.

 

2025 Projections

  • Follower Growth:

    • Projected minimum follower growth rate of 23% across all platforms.

    • Collaborations with small influencers are expected to further increase this projection by expanding reach and engagement.

  • Ongoing Initiatives:

    • Continuing to focus on authentic, educational content to maintain high engagement rates.

    • Leveraging influencer partnerships to amplify brand visibility and attract new audiences.

  • Instagram

© 2023 by Lyke a Lyon. All rights reserved.

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