MODULE 05 • SOCIAL MEDIA MARKETING PLAN
15-Day Multi-Channel Content Calendar — Novara Jewellery
Build local awareness in Mumbai, make jewellery choices easier through educational content, establish buyer confidence with transparent product specifications, and convert social engagement into WhatsApp/DM enquiries and showroom appointments.
15 Planned Days
Instagram: 15 daily posts (Reels, Carousels & Stories)
34 Platform Posts
Facebook: 10 adapted local community & album posts
3 Channels
LinkedIn: 9 optional B2B / corporate gifting posts
4 Content Pillars
Balanced awareness, education, trust & lead generation mix
Visual Creative Samples Across the 4 Content Pillars
Reels + Carousels + Story Polls
1. Strategy Overview & Four Content Pillars
| Content Pillar | Weight / Posts | Content Approach | Goal & Primary Format |
|---|---|---|---|
| Pillar 1 — Jewellery Inspiration | 30% (10 posts) | Product styling, occasion looks, festive/wedding inspiration, close-up product videos. | Reach, video views, saves & shares Instagram Reels and carousels |
| Pillar 2 — Educational & Buying Guides | 25% (9 posts) | Jewellery care, buying checklists, metal/stone explainers, styling tips & price-range guidance. | Saves, shares & informed enquiries Carousels and short videos |
| Pillar 3 — Brand & Trust | 20% (7 posts) | Store/team introductions, real customer feedback, craftsmanship & transparent policies. | Profile visits, trust & store visits Facebook, Instagram & LinkedIn |
| Pillar 4 — Offers & Lead Generation | 25% (8 posts) | Appointment invitations, bridal consultations, new-collection previews & clearly dated offers. | WhatsApp/DM enquiries & appointments Instagram/Facebook posts and Stories |
Suggested Social Conversion Path
Reel / Carousel or Local Post → Profile Visit → Product Highlight / FAQ → WhatsApp or DM → Confirm Current Stock, Price & Appointment → Showroom Visit → Follow-Up.
Recommended Instagram Profile & Highlights Setup
Clear Novara Jewellery brand logo, mumbai location pin, store hours, WhatsApp CTA link, and Story Highlights: New Arrivals, Gold, Silver, Bridal, Diamond, Care Tips, Reviews, Visit Us.
2. Complete 15-Day Multi-Channel Schedule (Day 01 – Day 15)
Counts follow the 34-post distribution: Instagram (15 daily posts) + Facebook (10 posts) + LinkedIn (9 optional posts).
Day 01
Brand & Trust
Meet the Brand
Format: Reel + Brand Intro | Goal: Trust & Awareness
- IG: Reel introducing store, team, showroom experience & main categories.
- FB: Brand intro post with mumbai location, services & how to enquire.
- LI: Company intro on customer service & sourcing transparency.
Day 02
Jewellery Inspiration
Everyday Style Edit
Format: Styling Carousel + Album | Goal: Reach & Saves
- IG: Carousel: 5 ways to style silver or fashion jewellery for everyday outfits.
- FB: Photo album showing versatile pieces for work, outings & gifting.
- LI: Professional post on helping customers choose occasion-appropriate pieces.
Day 03
Jewellery Inspiration
Gold Jewellery Spotlight
Format: Product Reel + Photo | Goal: Product Enquiries
- IG: Close-up Reel of gold pieces in ₹25,000–₹1,50,000+ range with details.
- FB: Product showcase with verified weight/specification & enquiry steps.
- LI: Business update about collection & customer service standards.
Day 04
Educational Guide
Jewellery Buying Checklist
Format: Educational Carousel | Goal: Saves & Trust
- IG: Carousel: Questions to ask before buying gold—purity, hallmarking, weight, making charges & bill.
- FB: Practical checklist inviting customers to ask about documentation.
- LI: Post on transparent product info & retail customer confidence.
Day 05
Brand & Trust
Customer Stories
Format: Review Graphic / Video | Goal: Trust
- IG: Genuine customer feedback (with consent) or team-led service story.
- FB: Customer review graphic noting the product/service purchased.
- LI: Case story on helping a customer select jewellery for a special occasion.
Day 06
Educational Guide
Jewellery Care Tips
Format: Short Reel + Infographic | Goal: Saves
- IG: Reel: Care tips for storing & cleaning jewellery by material (gold, silver, diamond).
- FB: Infographic checklist for storage, cleaning & professional care.
- LI: Professional tip post on after-sales care service.
Day 07
Offers & Lead Gen
Collection / Appointment CTA
Format: Offer Graphic + Stories | Goal: Leads
- IG: Story + post inviting followers to preview collections or book a consultation.
- FB: Promotional post with store hours, mumbai location & WhatsApp link.
- LI: Corporate gifting / B2B enquiry CTA (if offered).
Day 08
Jewellery Inspiration
Bridal Jewellery Inspiration
Format: Bridal Carousel + Album | Goal: Bridal Leads
- IG: Carousel: Bridal looks across traditional, contemporary & minimalist styles.
- FB: Photo album for bridal shoppers with price bands & appointment info.
- LI: Post on planning personalized bridal consultations for wedding families.
Day 09
Jewellery Inspiration
Choose Your Look Poll
Format: Story Poll + Post | Goal: Engagement
- IG: Interactive Story poll + feed post: Traditional Gold vs. Contemporary Designs.
- FB: Reshare Instagram poll to Facebook Stories.
- LI: Optional poll for professional gifting/styling preferences.
Day 10
Offers & Lead Gen
Premium Gold & Diamond Edit
Format: Premium Showcase | Goal: Qualified Leads
- IG: High-res close-up carousel/Reel of premium pieces (₹1.5L–₹5L+ range).
- FB: Detailed product post with verified specs & private appointment process.
Day 11
Educational Guide
How to Plan a Jewellery Budget
Format: Budget Infographic | Goal: Saves & Enquiries
- IG: Carousel comparing Silver/Fashion (₹999–₹10K), Gold (₹25K–₹1.5L+), Diamond (₹1.5L–₹5L+) & Bridal (₹50K–₹5L+).
- FB: Reshare budget infographic to Stories.
Day 12
Brand & Trust
Behind the Scenes (BTS)
Format: BTS Reel | Goal: Showroom Trust
- IG: Reel showing real store preparation, display setup, luxury packaging & team styling advice.
- FB: Reshare BTS Reel to Facebook Stories.
Day 13
Educational Guide
Style by Occasion
Format: Styling Carousel | Goal: Saves & DMs
- IG: Carousel: Jewellery ideas for festive wear, office wear, gifting, parties & weddings.
- FB: Reshare occasion guide to Stories.
Day 14
Offers & Lead Gen
Gifting & Special Moments
Format: Gift Guide Carousel | Goal: Enquiries
- IG: Carousel featuring gift ideas for birthdays, anniversaries, festivals & milestones by price band.
- FB: Reshare gift guide to Stories.
Day 15
Offers & Lead Gen
Jewellery Consultation Invite
Format: Invitation Graphic + Stories | Goal: Appointments
- IG: Invite customers to an in-store or WhatsApp consultation to shortlist designs by occasion & budget.
- FB: Direct invitation to visit or message the Flagship Showroom with hours.
3. Platform Strategy, 5. Budget Framework & 6. Execution Roadmap
Instagram Strategy
- Formats: 9:16 Reels, 4:5 portrait carousels, interactive Stories & macro close-ups.
- Carousel Formula: Hook on Slide 1, product/value on Slides 2–5, clear CTA on final slide.
- Test Times: 12:00–1:30 PM & 7:30–9:30 PM IST.
- Hashtags: 5–8 relevant tags (e.g.,
#MiraRoadJewellery,#BridalJewellery,#GoldJewellery).
Facebook Strategy
- Formats: Product albums, customer-approved reviews, occasion guides & offer posts.
- Local Signals: Always include mumbai address, store hours, price bands & WhatsApp link.
- Test Times: 1:00–3:00 PM & 8:00–10:00 PM IST.
- Paid Boost: Click-to-WhatsApp ads for bridal consultations.
LinkedIn (Optional B2B)
- Audience: Corporate gifting, wedding/event planners, retail hiring & supplier partnerships.
- Topics: Service process, sourcing transparency, retail craftsmanship & B2B gifting.
- Test Times: Weekday mornings (8:30–10:00 AM IST).
5. Suggested Social Media Budget Framework (₹1,50,000)
| Activity | Allocation | Purpose |
|---|---|---|
| Content Production | ₹35,000 (23%) | Product photography, Reels, carousel design & editing |
| Meta Ads (IG / FB) | ₹60,000 (40%) | Local awareness, WhatsApp messages & retargeting |
| Community Mgmt & Copy | ₹20,000 (13%) | Captions, scheduling, DM/inbox workflow & moderation |
| Local Creator Collaboration | ₹15,000 (10%) | Small local creator styling test with verified deliverables |
| Tracking & Contingency | ₹20,000 (14%) | Reporting, creative refreshes & measurement setup |
| TOTAL | ₹1,50,000 (100%) | Illustrative full-service social campaign allocation |
6. 15-Day Execution Roadmap & KPIs
| Sprint Window | Execution Milestone |
|---|---|
| Pre-Launch (Before Day 1) | Confirm brand details, mumbai address, hours, WhatsApp link, stock, prices & review permissions. |
| Days 1 – 3 | Publish brand introduction & product inspiration; verify profile highlights & DM response workflow. |
| Days 4 – 6 | Publish buying/care education & customer proof; track saves, shares & follower questions. |
| Days 7 – 10 | Test clear appointment CTA, bridal content & premium diamond edit; respond to DMs promptly. |
| Days 11 – 13 | Share budget guidance, store BTS & occasion styling; turn audience questions into FAQs. |
| Days 14 – 15 | Publish gifting & consultation invitations; review metrics & shortlist top creatives for next cycle. |