Building a Social Media Presence for a Small-Town Outlet Media Strategy for Rexburg Clothing Outlet
By: Isabella Austad
This campaign focused on creating a social media strategy for Rexburg Clothing Outlet, a local discount retailer offering name-brand clothing at affordable prices. The objective was to improve the store’s online presence, increase foot traffic, and build stronger engagement with the community through consistent, trend-driven content and a clear visual identity.
The store has a strong in-person presence and has strong potential to reach and engage new audiences.
The Goal
This approach prioritized results that went beyond surface-level engagement.
- Reach 45–50% of users outside our follower base
- Boost in-store traffic through social-driven promotions
- Grow social engagement by 15%
- Increase total reach and impressions by 20%
Who We Were Talking To
Core audience:
- Seeking style, sustainability, and savings
- 18–25-year-old BYU-Idaho students
- Budget-conscious but trend-aware
- Active on Instagram and TikTok
Pain Points
Many felt overwhelmed by styling outfits and bored with the same local shopping options. Our goal was to show that our store could help them look great without spending a lot.
Competitor Analysis
Primary Competitor: Preloved
- Strengths: Daily social posts, strong engagement, local following
- Weaknesses: Limited sizing, repetitive content
- Opportunities: Influencer collabs, more creative variety
- Threats: Similar stores entering the market
Learning from Other Competitors
- Goodwill: They use customer stories and price transparency to build trust.
- Ross: Their content creates urgency with time-sensitive deals.
- Target: Clean visuals and simple navigation make shopping feel fun and easy.
These insights helped us focus on clarity, storytelling, and visual appeal.
Key Performance Indicators (KPIs)
Drive In-Store Traffic
- Increase foot traffic via Instagram by tracking redemptions of promo codes or story-only deals
- Generate at least 20 customer posts or tags in-store or wearing outfits
- Convert 10% of post viewers into in-store visitors through location tags, story polls, and DMs
Increase Engagement
- Boost engagement rate on Instagram and Facebook by 15% over 10 weeks
- Increase story interactions (clicks, polls, reactions) by 20%
- Improve average shares and saves per post by 25%
Applying the Strategy
Content Pillars
We organized our posts into three themes:
- Product Highlights – What’s new, what’s on sale
- Style Recreates – Pinterest-worthy and celebrity-inspired looks
- Shopping Hacks – Smart ways to get the most out of every trip
Posting Plan
- We went from bi-monthly posts to a consistent 3–5 times a week, batching and planning every post to maintain rhythm and variety.
Instagram Refresh
Before, the feed lacked cohesion. Now, there’s:
- A consistent color scheme
- Highlight covers for FAQs, store hours, and reviews
- Branded visuals that feel fun, professional, and on-trend
Top Instagram Post By Engagement Rate
- Sale Carousel (27% engagement)
Engaging visuals + urgency = high interaction - Student Discount Post (23% engagement)
Targeted info that felt useful and easy to share - Astrology Jewelry Post (19% engagement)
Trendy, personal, and very shareable
Top Instagram Post By Reach
- Sabrina Carpenter Look Recreate (352 reach)
Fashion inspo meets affordability - Shopping Hacks Post (301 reach)
Gave real value and encouraged saves + shares
TikTok Strategy Shift
Originally, Pinterest was used to share outfit inspiration, but the platform wasn’t gaining traction. After shifting focus to TikTok, engagement rose quickly thanks to relatable, trend-based content.
Top TikToks By Engagement Rate
- Funny Price Comparison
Humor + deals = major relatability - Clearance Styling Video
Inspired creative thinking with discounted items - Trend Remix with Audio
On-trend and entertaining with a brand twist
Results
- During the campaign, 52% of the viewers were existing followers, showing strong engagement from our current audience. Meanwhile, 48% were non-followers, indicating that the content was also reaching and attracting new potential customers.
- Achieving significant follower growth over the course of 7 weeks reflects the impact of a focused, targeted strategy designed to connect directly with the ideal audience.
- Over the course of the project, the account’s views grew by 14%, showing that more people were consistently seeing and engaging with the content.
Conclusion
Overall, the social media strategy for Rexburg Clothing Outlet has laid a strong foundation for growth by focusing on consistent posting, authentic engagement, and content that truly resonates with the target audience. The positive results in engagement and steady increases in reach show clear potential for continued success.
I also learned that even small increases in followers and views reflect meaningful progress when the strategy is focused and intentional. One key takeaway was that consistent, trend-based content helped build real engagement and reach a wider audience. Moving forward, maintaining this approach and encouraging more community involvement will help the brand keep growing both online and in-store.
Moving Forward
To keep growing, the recommendation is to:
- Keep posting consistently at least three times a week
- Encourage user-generated content by reposting customer hauls and outfits
- Stay focused on the core content pillars: product highlights, style recreates, and shopping hacks
About Me
I’m from Rexburg and have a passion for helping brands grow through creative, strategy-driven content. I’m especially drawn to social media management, where I can combine design, storytelling, and trends to create meaningful engagement.