FSJD, Phase 3: Marketing & Social Audit, Content Theme, Channel Plan

Prepared by Setidure Technologies, 2026-06-19. Scope: brand assets, social handles, content theme, channel rules, organic plan. Paid Google Ads is Phase 4. Website / CRM / lead pipeline is Phase 5.

1. What FSJD has today (audit, observed)

The single biggest finding from the audit: FSJD is running two parallel brand identities online (fsjddelhi + foreschoolofjewellerydesign). Every follower, every comment, every save, every algorithmic signal is being split in half. This is the most expensive mistake on the social side and must be resolved in week 1.

2. Brand consolidation, decide once, fix everywhere

Pick fsjddelhi as the single canonical handle across Instagram, YouTube, X, Threads, and Pinterest. Reasons:

Shorter, easier to say in a phone call ("F-S-J-D-Delhi").

Aligned with the registered domain (fsjd.co.in).

"Delhi" anchors the local-search signal that Phase 4 Google Ads will pay to amplify.

Avoids the "FORE School of Jewellery Design" spell-out which is long, easy to mis-type, and easily confused with FORE School of Management.

Week-1 consolidation actions:

Migrate every post, reel, story highlight from foreschoolofjewellerydesign to fsjddelhi. Save the second handle as a redirect ("Find us at @fsjddelhi") and leave it dormant.

Same migration on YouTube. Make the @foreschooljewellerydesign channel a single-video redirect: "All new uploads at @fsjddelhi".

Convert the Facebook "people" page to a proper Facebook Page (Business, Education, Educational Services). Without this, Facebook/Instagram Ads cannot run, the page does not appear in Google search, and Meta verification is blocked.

Add the Design Academy of India partnership to the website footer and About page. It is on LinkedIn, it is not on the site. That is a free trust signal being thrown away.

3. The content theme, one sentence, then everything obeys it

"The making of a jewellery designer, from sketch to CAD to recruiter."

Every piece of organic content on every channel must answer one of three questions inside that theme:

Process content (60%): How is a piece of jewellery designed? Time-lapse of a hand sketch becoming a Rhino model becoming a 3D-printed wax becoming a finished piece. Faculty-led short tutorials. Lab walkthroughs.

Proof content (25%): Who works here, who recruits from here, who studied here, where they are now. Faculty CV reels. Cohort 1 demo day. Alumni-in-30-seconds.

Provocation content (15%): Industry POV. "Why CaratLane will hire 200 CAD designers in 2027." "Why hand-sketching still beats AI for engagement-ring concepting." "Three things GIA does not teach you." Designed to be quoted.

This 60-25-15 split is the operating rule. No exceptions. Generic motivational posts ("design your dreams"), holiday wishes, and stock-photo carousels get zero space in the calendar.

4. Channel-by-channel plan (with frequency and primary KPI)

5. The 12-week organic content calendar (skeleton)

Weeks 1-4, brand reset.

Week 1: handle consolidation announcement, faculty introduction reels (one per faculty member), founder LinkedIn POV, "How we are different from IIGJ" carousel (factual, respectful).

Week 2: lab walkthrough, software stack reel (Rhino, Matrix, KeyShot), one alumni or current-student spotlight.

Week 3: "What a week at FSJD looks like" vlog (10 min, YouTube), 5 Reels off-cut.

Week 4: first long-form blog (target keyword: "jewellery CAD course in Delhi"), promote across LinkedIn + IG.

Weeks 5-8, proof construction.

Week 5: first advisory-board member announcement (one per week as they come in). Each member's photo + a single quote on LinkedIn becomes a re-usable trust asset for years.

Week 6: D2C jewellery brand hiring data: short reel + LinkedIn carousel + blog post. Cite Phase 1 numbers.

Week 7: industry-data Friday: "the gems and jewellery industry employs 5 million Indians" (IBEF), build trust as the institute that talks numbers.

Week 8: first cohort mid-point check-in. Reels from inside the lab; LinkedIn writeup from the Program Head.

Weeks 9-12, conversion harvest.

Week 9: published "Why parents should ask any institute these 7 questions" carousel + blog. Sets the comparison frame on FSJD's terms.

Week 10: testimonial bank build. Even from Cohort 1 students mid-course ("3 months in, here is what changed").

Week 11: launch the "FSJD Open House" Saturday (in-person + live on Instagram + LinkedIn). Designed as a Phase-4 ads landing event.

Week 12: end-of-quarter retrospective. Followers, enquiries, top 5 reels, lessons. Published openly. Builds momentum culture and gives the next quarter an anchor.

6. Marketing operating model (who does what, weekly)

For an institute at FSJD's size (Y1 cohort 40-60), the operating model is one part-time content producer + one external retainer + one half-day of CEO time. Not more.

Total internal cost: well within the Rs 35-55L 12-month addition modelled in Phase 2. No need to hire a marketing manager in Y1.

7. Tracking, the minimum-viable measurement stack

This is the measurement side; the channels themselves are wired in Phase 5.

Single source of truth: a Google Sheet titled "FSJD Growth Tracker", updated every Monday, owned by Setidure during retainer. Six tabs: Web, Instagram, LinkedIn, YouTube, Pinterest, Enquiries. CEO sees a one-screen summary on Monday morning. No dashboard tool needed at this scale.

8. 90-day organic targets (so we know if it is working)

Cliff numbers (red flags) by Day 90: under 1,500 IG followers on the canonical handle, under 300 LinkedIn followers, under 500 blog organic sessions/month. Hitting any of these means the content quality is the problem, not the channel.

9. What NOT to do on social (the discipline list)

Do not run a "design contest" or "tag 3 friends" giveaway. Education buyers do not enter contests; the followers it gathers are not buyers.

Do not chase trending audio that has no connection to jewellery or design. Algorithm reach without intent reach is worse than no reach (it teaches the algorithm a wrong audience).

Do not start a podcast. Time-cost is high, jewellery education audience prefers visual content, podcast launches typically take 18 months to compound. Revisit in Y2.

Do not buy followers. Meta and LinkedIn detect this within 30 days and suppress organic reach permanently.

Do not post in three languages on the same channel. Pick one (English on LinkedIn, English + Hindi on Instagram captions, English-only on YouTube long-form). Mixed-language captions tank reach.

Do not let the CEO or Program Head spend more than 4 hours/week on content. If they do, they are not running the institute.

10. The single sharpest move for the next 30 days

Of everything in this document, one action carries the most leverage and is also free.

Get the CEO writing one LinkedIn POV every Monday morning, 250-400 words, on a single number or claim from Phase 1 of this research. Example openers:

"We employ 5 million Indians in jewellery, and most of them learned the craft from a relative. Here is what that means for the next decade."

"India will be a US$130 billion jewellery market by 2030. The CAD designers to make that happen do not yet exist."

"Most of what gets taught in a CAD class will be done by AI in 24 months. Here is what will not be."

Twelve such posts compound into the strongest single trust asset FSJD can own. They cost zero, build a personal brand for the CEO that the institute permanently inherits, attract advisory-board candidates without any cold outreach, and provide ready-made advertising creative for Phase 4.

End of Phase 3