An overview of the current and recommended strategies for Nuage Designs. Includes brief brand voice overview, customer personas, content strategies for Facebook, Instagram, Pinterest, Blog, Newsletter and LinkedIn, and A/B Facebook testing insights.

2. ABOUT
Nuage Designs is the leading provider of
luxury linen and furniture rentals for
weddings and events. Our current client list
represents the top tier of industry
professionals in the United States and
abroad.

3. BRAND
PERSONALITY
Trendy
Design-savvy
Cosmopolitan
Contemporary
Detail-oriented
VOICE
Knowledgeable
Relatable
Inspirational
Calm
VALUES
Collaboration
Teamwork
Creativity
Boldness
MISSION
To elevate events through the
creative use of textiles so that
they are an extension of our
clients’ best self.
PROMISE
To be an accessible event rental
company that inspires creativity
and delivers a high quality product
and unparalleled customer service

4. VALUE PROPOSITION
For event designers looking to create a unique atmosphere
utilizing linens and furniture crafted from quality materials and
supported by luxury-level customer service, Nuage Designs is
an event rental company that carries distinctive pieces to
complete your look. Unlike Wildflower Linens, the products
are never dated and fully customizable.

5. CUSTOMER PERSONA & EMPATHY MAP
Jennifer
the
Event Planner
PROFESSIONALLY
•Places trust in her
vendors
•Focuses on building
relationships
•Enjoys feeling creative
•Attention to detail
•Loves praise
•BFF with her clients
PERSONAL LIFE
•“Hostess with the most-est”
•Fashionista
•Interior Designer
•Loves color
•Sociable and fun-loving
•Coordinates girls-night
EVENT GOALS:
•Flawless execution
•Picture perfect décor
•Inspirational – great for
social media
•Talk of the town
•Never before seen
OUTSIDE OF WORK:
•Mother
•Wife
•Loves Martha Stewart
•Watches E!, Bravo, Food
Network
•Dresses casually
•Always on the go
•Active on social media

7. CUSTOMER PERSONA & EMPATHY MAP
Julia
the
Bride-to-Be
PERSONAL LIFE:
•Works a 9-5
•Educated, some college
•No design background
•Late 20’s – mid 30’s
•Not the final decision
maker
•Not paying for the
wedding (may be
helping)
•First marriage
WEDDING GOALS:
•Stress-free
•Wants everything done
early
•Imitating pinterest
images she’s seen
•Trying to wow all her
other recently engaged
or married friends
•Wants her vision to
come to life, also
fighting with her
mothers/friends/groom
opinions
•Recently unaware of all
the options out there
PERSONALITY:
•Enjoys online-shopping
•Leads a casual lifestyle
•Middle/Upper class demographic
•Has nice taste, can’t always afford it

9. GOALS
•Increase Brand Awareness
•Expand to New Domestic
Markets
**set measurable goals

10. CUSTOMER CYCLE
AWARENESS:
•Promoted Social
•Partnerships
•Sponsored Events (Photoshoots, Galas,
Celebrity weddings)
•Earned Media
ENGAGEMENT:
•Social Media content strategy
•Newsletter
•Influencer Marketing
RETENTION:
•User Generated Features
•Blog
•B2B thought leadership
•Rewards Program
•Community Management

11. CONTENT STRATEGY
Concepts to Feature
• Events
•Behind-the-scenes set up
•Professional images
•Diversity of event styles (colors, designs, themes,
occasions)
•Brand Personality
•Behind-the-scenes office shots (showcase personal
aesthetic)
•Funny out-takes
•Production shots (shows quality and process)
•Textile Shots
•Inspiration shots (MIA, NYC, ATL, textile shows)
•“Who wore it best” (Textiles seen used on clothing)
•User Generated
•Client features (professional pictures, blog features)
•Clients having fun with product (wearing as a dress, etc.)
•Client selecting textiles – swatches, etc.
Rules of Thumb
•Don’t interrupt – use native
content
• Be relevant – what’s going
on in pop culture?
• Address holidays – both real
(Christmas) and silly (National
Hotdog Day)
• Make sure content across
channels aligns (but do not
just repurpose)
• Create a content calendar
for consistency across
platforms and themes

12. FACEBOOK
• Visually Driven
• Use images that stand out in a newsfeed (vibrant, uncluttered, central focus) and look
professional (no blurry phone shots)
• Story-driven but limited text (keep it concise and interesting)
• Explore Videos
• Encourage Interaction
•Ask questions, contests, advice/help from clients (ex. Which do you like best, what
pattern works, etc.)
• Make sure community management is in place
• Build trust and brand identity, limit direct/obvious sales-pitches
•Optimize for Mobile (30% of users log in exclusively on mobile devices)
• Sponsored Posts
• Optimize posts with above average “like” rates, or those tagging companies or
influencers in the wedding space
•Company Page
• Avatar should be easy to identify – perhaps a logo or single item
• Update company information for accuracy and refresh content (i.e. address, about us,
etc.)

13. Great example of content:
• Imagery is clean and aligns with the
brand (modern, luxury, inspirational)
• Text voice is spot-on, talks about
Miami (company HQ) as a popular
destination thanks to the
weather/view
• Tagging venue and event planner
involved helps to increase exposure
and “share” potential
• Above-average number of “likes”
makes this an ideal post to sponsor
I recommend adding an logo or text to
the image (unobtrusively) to allow for
easy identification when users are
scrolling through their news feed –
particularly on mobile

14. Room for improvement:
• Images are beautiful but grid-format is
cluttered – ideally select strongest image
and link through to the rest
• Text is not engaging – very informative
but could use an attention-grabbing tag
line
• I would test for impact of sharing
content versus re-formatting and posting
directly
• Tagging is well-done, including all
vendors and venue to maximize re-posts,
etc.

15. PINTEREST
Quick Facts:
• 68% of users are
women
• 27.4% of users are 25-
34 (average age in US
for marriage: 27
women, 29 men)
• Huge driver for e-
commerce relative to
other social networks
• Potential to drive
traffic for months since
pins don’t “disappear”
• Boards
• Board names should be fun and witty (ex. “Beach vibes” instead of
“Beach wedding”)
• Feature product lightly within other relevant re-pins (ex. Aqua sequin
linen with images of beach sunset, hearts in the sand, seashell
centerpiece, dream resort)
• Feature one “sales” board without pushing sales (ex. Style of the
month, Pantone-inspired, etc.)
•Strong Visuals
• All product shots should be professional and clean
• All re-pins should be crisp images, no stock photos
• Text
• Product text should be descriptive (never just the sole product name i.e.
Blush Sequin Taffeta) and conversational
• Make sure you link back to correct URL if featuring product
• Voice
• Should be fun, friendly, positive, aspirational (boards are essentially
wish lists), and advice-seeking
• Make boards with zero product to reflect company personality (related
to Miami, NYC, Cavalier King Charles dogs, travel inspiration)

16. • Great concept, art deco is a very popular style currently trending
• Additional inspiration pins are on-point, very luxe and feminine
• Board is very product-heavy (16/33 images, or 50%)
• Board name and description is bland, doesn’t really inspire clicking in to
• Try adding other art deco pictures (buildings (Miami art deco), décor, fashion (wedding dresses),
cocktails and food
• If using product images, try to incorporate event stills or set-ups versus stock images – shows the
client how to use the product (gives them ideas and inspiration)

17. • Product images are vivid and fun, never flat website stock images
• Boards have a great variety of related content (not direct product)
• Behind the scenes textiles show company personality
• Healthy recipe boards related to their mission for a healthy lifestyle
• “Retreat Yourself” board is a true wish-list driven by the healthy lifestyle mission

18. INSTAGRAM
PICTURES
• Good shots – nice cropping and alignment, natural (and
minimal) edits/filters
• Behind-the-scenes event pictures
• Product selection and production (work in progress,
textiles, sewing, etc.)
• Office shots (day-to-day, desk layouts, office dog)
CAPTIONS
• Keep it short
• Make it witty, relatable, and use to create a conversation –
questions, which do you prefer?, etc.
• Ask customers to hashtag & mention us on their images
HASHTAGS
• Do keyword research to tag with the most popular and
relevant hashtags for brand, product, industry to drive real
traffic and engagement (versus random “likes”)
• Also consider trending hashtags if applicable
• Should portray authenticity, give
a more human element to the
brand
• Cross-pollinate campaigns - drive
traffic to other channels where
conversions can be made (i.e. blog,
pinterest)
• Regram customer images (no
regram app!) and tag appropriately
– show appreciation!
• Create a regularly themed posts
for days of the week (ex. textile
Tuesday, wedding Wednesday etc.)
• Engage with new users following
similar accounts to increase
followers – like, follow and
comment to increase user interest

19. • Great imagery – showcases
product without being a standard
product image
• Caption is somewhat bland but
echoes the voice of several other
industry account
• Cross-pollination is great here –
picture posted hours after
newsletter with same content was
sent, driving back to site in caption
• Other vendors are tagged and
credited, and 2/3 are engaged in
the comment section
• Great combination of content and
accurate tagging led to a regram and
shoutout from @cecinewyork to her
16,800 followers

20. Strong content – Shows brand personality and dimension, features
products in use, tags clients, vendors and events, engages users,
never pitches a sale

21. Room for Improvement – Make sure
images are good quality and focus on
the subject you want highlighted,
don’t clutter images – better to split
into multiple posts than to pic-stitch,
align brand voice across all channels

22. BLOG
• Categories/Themes
• Current weddings featuring product (either first-time feature
on our blog or repost from other publications – the Knot, Style
Me Pretty, etc.)
• Inspirational Photoshoots (either in-house or repost)
• Trend Reports (what’s current in wedding trends and how our
product compliments, can drive to/from pinterest as well)
• Work in Progress (Behind-the-scenes, new items, textile
shows, sketching, etc.)
• Establish frequency (to create and uphold client expectations)
• Cross-pollinate channels to drive traffic between blog, social
media and site
• Text should be concise and align with brand voice (let images drive
the inspiration with text acting as a description/how-to use for our
products)

23. Blog format is somewhat confusing to follow and layout is not as aesthetically
pleasing as the rest of the website. Consider one long column with larger image and
less text – increase CTR to full blog post.

24. LinkedIn
• Create a Nuage Designs Company LinkedIn
• Promote Pablo Oliveira as Nuage Designs owner, especially in newer satellite
markets where clients are not as familiar
• Increase company awareness and legitimacy
• Great platform for B2B, explore as an option to target wedding professionals (instead
of brides)
• Channel to explore hospitality professionals (hotels, venues, caterers) who work
in a more corporate setting versus sole-owner of their business (ex. Luxury hotels,
restaurants, in-house planners)
• Thought Leadership
• Can identify and shape current and upcoming trends in wedding design
• Wedding industry professionals look to a small set of well-known designers,
florists, planners, etc. to guide trends
• Pablo Oliveira has 10+ years of established relationships working with these
professionals and can use LinkedIn to increase his visibility as a tastemaker in
this space

25. NEWSLETTER
• Trend-driven
• Images should be large scale and inspirational
• Cross promote campaign (drive to other channels)
• Tie-in with website campaign (ie landing page)
• Keep text short, encourage CTR
• Consistent email schedule (every two weeks, on high-performing day/time
for opens)
• Create attention-grabbing subject lines (so far subject lines have been flat
and descriptive rather than interesting and engaging)
• Emails have been promo-heavy which can create customer expectations
going forward
• Promos have been hard to implement, need to make it easier for
clients to use (ie an email-specific code, etc. – will also help track)

26. NEWSLETTER INSIGHT
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Open Rate
Click Rate
Unique Clicks
New Website
Earth Day
Art Deco
• Highest performing email
was promotional (“New
Website”)
• Second highest click rate was
inspiration + promo (Art
Deco) *
• Did no promo in “Earth Day”
email cause disinterest?
• How can we increase CTR?
**at time of slide, email had been live for 6 days

27. INFLUENCER MARKETING
• Targets:
• Venues (luxury hotels, destination locations, outdoor spaces)
• Designers (Mindy Weiss, Preston Bailey, Todd Events)
• Florists (Tantawan Bloom, Hey Gorgeous Events)
• Vendors with similar styles/target market (Prop rentals, furniture, invitations, cakes)
• Blogs/Magazines (100 Layer Cake, Loverly, Brides, the Knot, Marthe Stewart Weddings)
• Events (sponsorship possibilities – the Knot gala, Martha Stewart Weddings, bridal
shows)
• Concepts:
• Instagram Takeover
• Curated Pinterest Boards
• Collaborating on photoshoots, events, media weddings (celeb, etc.)
• Creating a series of blog posts (ex. How “Influencer” would style their wedding – using
our items and other vendors and selecting influencers to participate)
• Influencers
• Be selective with targeting (location-specific, number of followers, align styles, align
target market)

28. WEBSITE UX RECCOMENDATIONS
• Landing Page
• Incorporate current campaign images and click-thrus
• Remove clutter (too many different and/or repetitive things pulling attention in all
directions)
• Products
• Consistent product images across categories
• Consistent (and helpful) descriptions
• Include all dimensions, color references, pricing
• Add “filter” function (filter by size, color, style, elements – sequins, lace, etc.)
• For furniture, list all pieces included in lounge images to clarify what is included
• General
• Keep text minimal
• Add easy CTA’s
• Email sign-up (lightbox?)
• Acct sign-up
• Social Media Follow/Like buttons
• Include in header and footer of site

29. RETENTION STRATEGY
• Strong brand on social media
• Consistent engagement
• Relevant concepts
• Beautiful imagery
• Community management – ask for customer feedback and address concerns
• B2B Tools
• Blog posts and LinkedIn Influencer articles
• Ex. how to use our products, how to increase upsell on décor, how to work with a
budget, trend pieces, coordinating your florals and textiles
• Promos
• Free shipping
• Package deals on items that are used together
• Rewards program
• Early access and insider deals
• Industry Discounts
• Dedicated blog or social media posts of events using our products

30. MARKET EXPANSION
First target market is Texas – Houston, Dallas, San Antonio and Austin.
We’ve seen a lot of high-end weddings in this area along with clients we’ve
worked with sporadically in the past who place large (often custom) orders.
We are aiming to capitalize on the impending move from Miami to Texas of
a sales team member to establish a presence in the area.

31. Google AdWords
Wedding Ad Group
• 91 total clicks,
• Highest performing keywords:
• Wedding rentals
• Wedding table décor
• Wedding decorations
• Wedding decor
Ran 7 day campaign
• Total Clicks: 120
• Average CPC: $1.51
• Average Bounce Rate: 53.47%
Linens Ad Group
• 29 total clicks
• Highest performing keywords:
• Wedding linens
• Table Linens
Highly targeted keywords performed
best with average/or better bounce
rate and and average/or better pages
per session.
High CPC in comparison to social
channels which I believe is a better fit
for the wedding industry when it
comes to consumer discovery and
trust.

32. FACEBOOK PAID CAMPAIGNS
• Ran 3 campaigns:
• Image testing
• Content testing
• Landing page testing
• Target:
• Houston, Dallas, San Antonio, Austin
• Women
• Ages 25-54
• $15 max daily budget
• Scheduled Monday morning 11 am – Sunday night 11 pm

33. IMAGE TESTING

34. IMAGE TESTING
• Total Clicks: 258
• Total Reach: 13,769
• Cost per Result: $0.38
• Highest Engagement:
Ages 25-34
• 92% site clicks on mobile
newsfeed
• 97% reach on mobile
newsfeed
Highest performing
image (43% of all clicks):
• Relevant trend
• Overhead shot
(popular style for
setups)
• Clear and uncluttered
visual
• Neutral color palette
• Details shot

35. CONTENT TESTING

36. CONTENT TESTING
• Total Clicks: 288
• Total Reach: 14,144
• Cost per Result: $0.34
• Highest Engagement:
Ages 25-34 (clicks)
Ages 35-44 (reach)
• 97% site clicks on mobile
newsfeed
• 95% reach on mobile
newsfeed
Highest performing
image (53% of all clicks):
• “Original” text
• Voice was positive
and intriguing
• Non-specific, didn’t
alienate anyone
• Other campaigns
targeted specific
areas (brides,
industry professional)

37. LANDING PAGE TESTING
• Linens & Overlays
Product Page
• Elegance Collection
• Homepage
• Glamour Collection
• Print Collection

38. LANDING PAGE TESTING
• Total Clicks: 493
• Total Reach: 21,955
• Cost per Result: $0.20
• Highest Engagement:
Ages 45-54 (clicks)
Ages 25-34 (reach)
• 94% site clicks on mobile
newsfeed
• 90% reach on mobile
newsfeed
Highest performing landing page was
Linens & Overlays (product page)
followed very closely by Elegance
Collection:
• Product specific landing pages
• “Glamour Collection” landing page
(also product) – low performing but
similar bounce rate and engagement
• “Print Collection” landing page –
lowest performing, very different
style possibly less of our market
• Homepage had highest bounce rate
– possibly too dense with
information

39. Google ANALYTICS
0
20
40
60
80
100
120
March 30 - No
Ad
April 6 - No
Ad
April 12 - No
Ad
April 20 -
Image Ad
April 27 -
Content Ad
May 4 -
Landing Pg Ad
Houston
Dallas
San Antonio
Austin
Total User Sessions per Location

40. FACEBOOK
RECOMMENDATIONS
•Have high quality images
• Detail shots work really well
• Overhead shots translate to screen easily
• Keep text light and fun – don’t pitch a sale
• Make sure your landing page ties directly to the ad
• Don’t take customer somewhere unexpected (false advertising)
• Optimize for mobile newsfeed viewing
• Add tracking pixels
• Ensure UTM tracking is set up for each ad within the campaign
• Create targeted campaigns for different segments (based on location, age)
• Keep images fresh on ad campaigns – tie them back to current newsletter, etc.
• Test different CTA buttons (shop now, book now, learn more, sign up)

41. THANK YOU!