Bike Shop Social Media Strategy & Local Marketing
upcycles
Social media strategy and local marketing for a Portland bike shop during a rebrand and relocation, combining a social media audit, brand style guide, 12-month editorial calendar, and targeted organic and paid campaigns designed to introduce the new location and increase store traffic.
Turning a New Location Into a Local Marketing Opportunity
Yancey Red developed a social media strategy to support Upcycles through two significant changes at once: a brand refresh and a move to a new Portland neighborhood.
We began with an audit of the bike shop’s Facebook and Instagram presence and researched how other cycling businesses were using social media. Working with Upcycles staff and outside vendors, we then developed a brand style guide to create a consistent voice and visual direction across platforms.
To make the strategy sustainable for the team, Yancey Red built a 12-month social media editorial calendar for ongoing content planning and created both organic content and targeted paid campaigns to introduce the new location, reach local cyclists, and drive people into the shop.
“I had a wonderful experience working with Yancey Red, knowing that I can trust her to manage my content while maintaining my voice and message.”
About The Client
Upcycles was an established Portland, Oregon bike shop preparing for a rebrand and relocation to a new neighborhood. With an existing local customer base and a changing brand identity, the business needed a clear way to communicate the move while introducing itself to cyclists near its new location.
Social Media Results
The combination of organic content and targeted paid campaigns helped Upcycles turn its relocation into a customer acquisition opportunity rather than simply an address change.
Location-focused campaigns increased store traffic by reaching cyclists around the new Portland neighborhood, while consistent branding across Facebook and Instagram helped connect the shop’s established reputation with its new identity and location.
The 12-month editorial calendar also gave staff a practical framework for continuing the strategy in-house, extending the value of the project beyond the initial rebrand and relocation campaign.
Planning a rebrand, relocation, or new location launch? Talk to Yancey Red about social media strategy and targeted campaigns designed to turn local awareness into foot traffic.