Clover
Table of Contents
Client/Organization
Clover.
Richmond, VA
Credit
Caroline Rodda, Canva
Role
Creative content specialist, intake coordinator
Date
March 2024 – Present
about
Clover is a second-hand clothing boutique for children, babies, and moms-to-be, delightfully stocked in upscale brands, colorful accessories, and just the right amount of whimsy. Located in the heart of Carytown, a quaint and charming walkable shopping district, Clover is beloved by Richmonders and visitors alike.
As the intake coordinator and creative content specialist, I divide my time between carefully reviewing hundreds of articles of clothing for resale and developing captivating social media content for Clover’s pages.
Objective
My marketing strategy for Clover is primarily focused on attracting customers to the store’s physical location by posting new products, customer favorite brands, and general stock updates. The secondary objective is to encourage new and existing resale clients to book an appointment to sell their clothing with Clover. This is accomplished with live booking updates, including paid advertising on Instagram, and behind-the-scenes information.
Click here to skip to the social media gallery!
AUDIENCE
According to the analytics shared by Instagram*, the top three of each of Clover’s demographics are as shown below.
LOCATION
22%
RICHMOND (CITY)
10%
MIDLO. (SUBURBS)
10%
TUCKAHOE (SUBURBS)
GENDER
98%
WOMEN
2%
MEN
AGE
58%
AGES 35-44
23%
AGES 25-34
13%
AGES 45-54
*Recorded October 2025. Percentages are rounded to the nearest whole number.
Based on this information and census results for the predominant areas, I constructed two personas for the average Clover customer:
PERSONA #1: Sarah
Meet Sarah! She is a 34-year-old white female who lives in the city of Richmond, where she rents an apartment with her spouse. Her income is $65,000, and she holds a bachelor’s degree. She is known for trying new experiences and is an active social media user. As a relatively new mom, Sarah relies on Clover for affordable and unique clothing for her fast-growing child. As her friends are either new moms or currently expecting, Clover is at the top of her recommendation list as a great local option to purchase gifts and on-the-whim treasures.
PERSONA #2: Jennifer
Meet Jennifer! She is a 41-year-old white female who lives just outside the city of Richmond in the suburbs. Jennifer and her spouse own their home, and she has an income of $100,000. She has a bachelor’s degree and stays busy at home and around town with her three children and their activities. Jennifer is known for her excellent style and loves to show off her adorable children on her Instagram page. She loves browsing high-quality clothing from her favorite brands when she stops by Clover for her seasonal resale appointment.
Sources
MESSAGE & TONE
Combining the personas of Sarah and Jessica and the marketing objectives of Clover, I constructed three core pillars for content to follow:
1. cuteness & whimsy
- Themed posts — cowboys, sleepovers, vintage, oh my!
- Bright, colorful feed
- Graphics — text, logos, stickers for a handcrafted feel
2. upscale deals
- Secondhand nature — emphasize preloved, secondhand, etc.
- High quality at low cost — cute styles, cuter savings!
- Focus on favorite brands
3. clover charm 🍀
- Uniqueness — fun items, new stock, & Clover events
- Location — specific events in Carytown, i.e. Waldo, Scarytown, etc.
- Reasons to come in store
social media: before & after
Social Media Gallery
Bundle up your littles in
#thebeautfortbonnetcompany with these cutie Clover finds 🧣🍀🧥✨
Stop by Clover to look for our striped pal before the search ends on July 27th for a chance to win some awesome Waldo prizes ✨🍀 For more information on how to join the hunt, head over to @bbgbbooks 🔗 Happy searching! 🔍♥️
