This case study outlines the strategy and initial results of establishing a social media presence for PriceMovers, a service aggregator for the moving industry in the United States. The work was conducted from March 20, 2024, to April 22, 2024.

1. Project Description

Client: PriceMovers, a service that helps individuals and companies find reliable moving companies for various needs, such as residential moves, long-distance relocations, and vehicle transportation. The service itself does not act as a moving company but as an aggregator.
Geography: The service operates across all 50 states of the USA.
Social Networks: The project involved creating and managing accounts on Instagram, Facebook, TikTok, and LinkedIn.
Initial Conditions: The project started from scratch, as the client had no existing social media accounts for the service. All profiles had to be created and set up.

2. Promotion Goals

The primary goal of this initial phase was to launch and develop the brand's social media communities on four key platforms: Instagram, Facebook, TikTok, and LinkedIn. The focus was on establishing a foundational presence, creating brand-consistent content, and beginning to build an audience. Recommendations at the end of the initial period pointed towards future goals, such as increasing the subscriber base through paid advertising and boosting post reach.

3. Target Audience and Personas

A detailed analysis of the market niche and competitors was conducted to define the target audience. The audience was segmented into primary and secondary groups.

General Demographics: Men and women aged 18 to 60 with an average or above-average income, residing in the USA.
Primary Audience: This group consists of individuals requiring moving services for personal reasons. Their needs are driven by life events such as:

Changing residence (e.g., house to apartment).
End of a lease agreement.
Relocating to another state for work.
Needing more living space.
Students moving into dormitories.


Secondary Audience: This segment includes individuals and legal entities needing to relocate business assets. This includes moving offices, warehouses, or production facilities. Key drivers for this audience are:

Lease expiration.
Business expansion requiring larger premises.
Finding more favorable working conditions.
Purchasing a new office or renting a warehouse.
Examples include corporate offices, retail stores moving large goods, and private practices changing their location.



4. Content Rubricator and Publication Strategy


A structured content strategy was developed to cater to the audience's interests and navigate them through the service's offerings.



Content Rubrics: Seven main content categories were established, each with a unique hashtag for easy navigation:

#pricemovers_info: Posts about the service, pricing policies, and general information.
#pricemovers_services: Detailed descriptions of available services (e.g., local moves, packing, storage).
#pricemovers_stuff: Content focused on items that can be transported (furniture, antiques, equipment).
#pricemovers_move: Posts detailing the specifics of different types of moves (e.g., a one-bedroom apartment vs. a large house).
#pricemovers_partners: Information about the partner companies that provide the moving services.
#pricemovers_FAQ: Answering frequently asked questions from clients.
#pricemovers_testimonials: Publishing customer reviews.


Hashtag Strategy: In addition to rubric-specific tags, a block of general hashtags was created to attract a wider audience. Examples include #moving, #movers, #packing, #localmoves, #relocate, and #businessmove.
Publication Schedule: The initial content plan aimed for three unique posts per week across all platforms (Instagram, Facebook, TikTok, and LinkedIn). The schedule was designed to align with the target audience's typical online activity, with posts planned for mornings and afternoons. The plan was flexible, allowing for adjustments to timing and frequency to optimize engagement.




 

Visual Design of Accounts



A consistent visual identity was developed based on the client's website to ensure brand recognition.

Stylistic Decisions: The design work included creating templates for posts, profile avatars, and cover images for Facebook and LinkedIn.
Key Elements:

Profile Avatars: A unified avatar was designed for all platforms.
Cover Photos: Custom cover images were created for the Facebook page and for both the company and personal LinkedIn profiles.
Instagram Highlights: A set of custom covers was designed for Instagram Stories Highlights, corresponding to the content rubrics (e.g., About Us, Services, FAQ, Testimonials).
Post Templates: Unique design templates were created for each content rubric to maintain a cohesive and professional feed.



 
6. Results and Metrics (March 20, 2024 – April 22, 2024)
The following metrics reflect the performance during the initial account setup and management period. As the accounts were new, the primary focus was on establishing a baseline for reach and engagement.

 

Content Performance:

Total Content Published:

Posts: 15 posts were published on each of the four platforms.
Instagram Reels: 9 Reels were published.
Stories: 23 Stories were posted on Instagram and Facebook.



 

TikTok demonstrated the highest organic performance in terms of impressions (3,666) and reach (3,080) from just 15 videos, indicating strong potential on this platform.