Post on 16-Jun-2020
transcript
Social Media Marketing Plan Project
Gina Jackson, Vince Moran, Josh Haft, and Megan Donovan
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Table of Contents
1. Situation Analysis………………………………………………………………………..3
2. Social Media Objectives and Budgets…………………………………………………..7
3. Target Audience Insights and Social Media Personas………………………………...8
4. Select Social Zones and Platforms……………………………………………………...9
5. Creative Strategy……………………………………………………………………….10
6. Activation Plan and Social Media Content Calendar………………………………...23
7. Manage and Measure…………………………………………………………………..24
8. Appendix………………………………………………………………………………...25
9. Bibliography…………………………………………………………………………….48
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1. Situation Analysis
a. Internal Environment
An opportunity that the RHSPCA could be leveraged better is the fundraising events that
the RHSPCA puts on. Events are frequently promoted on Facebook but aren’t as heavily
advertised on other social media sites. The corporate culture of the RHSPCA seems to be very
supportive and decentralized based on a visit to the location. The RHSPCA is currently not
effectively utilizing their location of being in a college town. It has had limited events with
organizations on campus and is missing out on a lot of potential business by not utilizing Greek
life and other large JMU groups.
All social media accounts are controlled by one employee, Tiffany, the Marketing and
Fundraising manager. The RHSPCA does not have access to many materials, just an iPhone and
a limited amount of funds for advertising. The organization is currently very active on Facebook
and Instagram, and have fewer active accounts on Twitter, Pinterest, YouTube and Tumblr, so it
is prepared internally for social media activities. Most of the client’s social media campaigns
over the past year has been repetitive and have been generally maintaining the level of
engagement instead of increasing. The RHSPCA primarily used Facebook for its past campaigns
because that is currently where it is getting the most engagement.
b. External Environment
The RHSPCA’s current customer base is mostly families with children. 84% of its followers are
women, in the following age brackets:
• (12%) 18-24 years old
• (27%) 25-34 years old
• (17%) 35-44 years old
• (14%) 45-54 years old
Additionally,15% of its customers are men in the following age brackets:
• (2%) 18-24 years old
• (5%) 25-34 years old
• (4%) 35-44 years old
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• (2%) 45-54 years old
Competitor Social Channels Audience Size Overview of Social Presence
Anicira
Anicira
primarily
uses Instagram,
not Facebook,
and has an
unused Twitter
account.
Anicira has
1640 Instagram
followers, 38
followers, and
an unknown
audience size
on Facebook
due to it being
deactivated.
The organization had to shut down
its Facebook page due to outrage
from the community about
euthanizing a foster dog. Anicira
has started using Instagram again,
but has low engagement on the
platform.
Cat’s Cradle
Cat’s Cradle
uses Facebook,
Twitter,
Instagram, and
YouTube.
It has 10,361
likes & 10,385
followers on
Facebook, 675
followers on
Twitter, 2603
on Instagram:
and 31
subscribers on
YouTube.
Cat’s Cradle posts a lot about the
cats that it currently has for
adoption on Facebook, while their
Twitter is just posting their
Instagram links. On Instagram, it
features their cats up for adoption.
It has a YouTube but haven't
uploaded in 8 months.
Shenandoah
Valley
Animal
Services
Center
The SVASC
uses Twitter,
Instagram, and
Facebook.
It has 38
followers, 331
followers, and
17,415 likes
with 17,567
The SVASC rarely tweets but posts
very frequently on Facebook and
makes Instagram posts in ‘bursts’
(multiple posts in one or two days
and then silence for weeks).
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followers on
Facebook.
Gap View
Ranch &
Kennel
Gap View Ranch
Kennel uses
Facebook,
Instagram, and
Twitter.
It has 5,265
likes & 5,390
followers on
Facebook,
2,191 followers
on Instagram,
and 20
followers on
Twitter.
The organization mainly posts
about families adopting puppies on
its Instagram and Facebook
accounts. On Twitter the
organization post facts about
golden retriever dogs.
Puppy City
Puppy City only
uses Facebook.
It has 1,668
likes and 1,713
followers on
Facebook.
It posts about promotions, articles
about taking care of the dogs, and
other articles related to owning a
pet.
c. Social Media Audit
A competing animal shelter, Anicira, was recently under heavy fire due to a post made by
a JMU student about the euthanasia of a dog, so the RHSPCA should be careful in how it
presents itself on social media to make sure that it is not also pulled down. The marketing team
should highlight its positive statistics on the number of animals the RHSPCA has saved, and how
more animals are saved each year.
The voice portrayed by the RHSPCA should always be an accepting voice that wants to
educate all animal owners about the importance of proper pet ownership. The social media tone
of the client is currently upbeat and fun. It would be a good idea to maintain this positive voice
on the brand’s accounts.
The RHSPCA mainly highlights different animals it hopes to get adopted, and upcoming
events. The organization conveys its tone and voice through cute photos of the animals, and by
sharing stories of successful adoptions along with fundraising events and those alike.
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Publicity
The RHSPCA’s website links to all its social media pages at the bottom of the home
page. Its social media pages link back to the website in the bios or ‘About’ pages. Some of its
social media pages link to Instagram, but not all. For example, the Tumblr account links to the
corresponding Instagram post in every post.
Stats/Measurement
The RHSPCA has spikes in user activity from January-April, July-August, and
November-January. Its increase in followers has been steady while total page views remain
consistent throughout the year (not including outliers). Events receive more attention during the
holidays, and the number of net likes increases around the time of events. The most viewed
YouTube video has 1.5k views.
The RHSPCA’s pages are viewed mainly by women ages 45-65+ and 87% of its
engagement comes from women. Most of its followers live in Harrisonburg VA (3,711),
followed by Elkton, VA (623), and then Broadway, VA (564).
Conversation Analysis
100% of comments that had any substance (comments that were just tagging a friend to
show them the post were not counted for the purposes of this analysis) are positive on the social
media posts. Most of the RHSPCA’s social media talks about adoption opportunities.
Additionally, the social media pages promote fundraising events and foster orientations.
The RHSPCA gets many comments from people thanking the organization for its work
for animals in the community. Additionally, many followers of the page tag their friends in the
comment sections of the RHSPCA’s posts because it is sharing interesting content. Previous
customers, animal lovers, and Harrisonburg locals are the most common groups of people to talk
about the client on social media.
The RHSPCA sometimes uses hashtags like #ShelterValentine for special events or
holidays, but it is uncommon. The client generally seems to respond quickly to the questions it
receives on posts. Most questions are answered within several hours, but occasionally it takes a
day or two to for the RHSPCA to reply.
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Social Media SWOT Analysis
• Strengths
o The RHSPCA already has a good following on some social media platforms such
as Instagram and Facebook.
o Many followers are in the older demographic and have families, and this group is
more likely to have the ability to foster or adopt a pet.
• Weaknesses
o The RHSPCA is not getting much attention on social media from men.
o There should be a smoother transition from website to social media platforms to
drive more traffic to the website.
• Opportunities
o The RHSPCA should target more social media posts towards men.
o It should also investigate hosting events with JMU organizations, such as the
University Program Board.
o The RHSPCA can use more paid promoted posts to start the initial spark of
interest with the followers.
• Threats
o Breeders who breed purebred animals who don’t have the stigma of being a
rescue pet could impact the RHSPCA’s adoption numbers.
o Other rescue organizations in the region could cut into the RHSPCA’s numbers.
o Some people are not able to properly care for a rescue animal, due to time, space
limitations, or money.
2. Social Media Objectives and Budgeting
• Boost social media engagement on Instagram
o Specific: Engagement increase of 10%, so an additional ten interactions on posts
per week.
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o Measurable: The increase in engagement will be assessed by analyzing at
Instagram analytics and insights.
o Action-oriented: This is attainable given that we already have a strong follower
base. Increase the number of stories and posts.
o Realistic: Increased engagement can initiate more followers as users can send
content to other users or share it on their Instagram story.
o Time-lined: Over the course of a calendar year.
• Increase followers on Facebook by 10%
o Specific: Increase followers by 1,265 to a total of 13,916 followers.
o Measurable: This goal will be assessed with the help of Facebook analytics and
insight tools.
o Action-oriented: Create more content that will grab the user’s attention enough to
motivate them to follow the account for additional content.
o Realistic: This will allow RHSPCA to reach more people with each of their posts
therefore creating more engagement.
o Time-lined: We will reach this goal over the course of a calendar year.
• Increase followers on Instagram by 20%
o Specific: Increase followers by 380, from 1896 to 2276.
o Measurable: This objective will be measured using Instagram Insights.
o Action-oriented: This will encourage patrons to follow their Instagram account by
increasing the use of paid promoted posts.
o Realistic: This increase in followers would not be unreasonable given that our
reach is about 1,000 in each week and acquiring 380 new followers is less than
half of that.
o Time-lined: Over the course of a calendar year.
3. Target Audience Insights and Social Media Personas
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The target segments will include female college students, young professional women, and
middle-aged women (with kids). As shown in Exhibit 6, most of the followers are women, at
84% on Facebook, and 86% on Instagram.
In Exhibit 11, most of these segments are a part of Instagram and Facebook communities.
In addition to this, Instagram and Facebook are the two main social media sites that RHSPCA
uses.
The RHSPCA uses social media to send information about the animals to its followers,
gather information, and to entertain its audience. As shown in Exhibit 12, the main uses of
Instagram and Facebook are to share photos, share videos, and to share content with everyone.
The RHSPCA’s audience values family, animal safety, community, and integrity.
Personas
Charismatic Christine is a 20-year-old college student in Harrisonburg. She volunteers at
the shelter once a week and can foster a pet in her apartment. She fell in love with her foster
animal and ended up adopting this pet.
Delightful Dana is a young professional woman around 27 years old. She has always
wanted a pet but was never able to adopt because of her roommates or for financial reasons. Now
that she has a professional job, the disposable income that comes with it, and her own apartment,
she is able to rescue a pet from the RHSPCA.
Family-oriented Franny is a middle-aged woman about 38 years old. She is married with
young children and is looking to expand her family with a new pet. Franny believes that a new
pet would be useful for teaching responsibility to her children.
4. Select Social Zones and Platforms
The first zone is the social community zone. This will provide the target segments with a
sense of connection to others who have also adopted an animal from RHSPCA. This zone
focuses on fostering relationships and building connections with those of similar interests. It is
recommended to push the idea of community and togetherness.
The second zone is social publishing. This zone allows the sharing of user-generated content
to the audience. The content is intended to pull at the target segment’s heart strings telling the
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RHSPCA’s story and their “WHY”. The main concept of the posts will be to display the
memories and activities that others experience to show the target segments what they could be
doing if they were to adopt.
5. Creative Strategy
Social Media Platform Rationale
Facebook Most used platform for our demographics. The RSPCA
already has an active account with a solid following.
This platform will be used to showcase the animals that are
available for adoption. This platform can also be used to
notify the audience about fundraisers and events around the
Harrisonburg and Rockingham county area.
Campaign title “Furry Family Members”
Objective(s) met with this campaign: The objective of this campaign is to increase
the number of Facebook followers by 3%
through the length of the campaign.
What stage of the sales funnel does this
campaign target (i.e., awareness, evaluation,
acquisition, engagement, or advocacy)?
This campaign targets the acquisition stage of
the sales funnel.
When will the campaign run (i.e., month(s),
week(s), etc.)?
This campaign will run from February 2021 –
May 2021.
What target audience(s) does the campaign
appeal to?
The campaign will target middle aged women
with families.
Describe the overall campaign and
experience:
Highlight families that have adopted an
RSPCA animal in the past, with a description
of how it has helped the family.
Inspiration for this campaign: The inspiration of this campaign came from
growing up with animals.
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Campaign message (i.e., single minded
thought that you want to elicit from your
target audience(s):
The campaign message is “No family is
complete without a furry friend”.
Theme(s)/tone of voice to use with
justification:
The campaign has multiple tones of happy,
friendly, and welcoming.
How will you make your audience care and
what will you make them care about (i.e.,
emotionally, intellectually, aesthetically; hint:
think about the Ted Talk by Andrew
Stanton)?
This campaign will demonstrate to the target
audience how much love an animal brings to
a family, and specifically highlight former
RSPCA animals who have found their home.
Target audience(s) will find it via (i.e., what
platform(s) will you use?):
Middle aged women who have a family or are
trying to have a family.
They will share and engage with the
content/experience because:
They can relate to the other families whose
lives were improved by an animal. See
Exhibit 15 for example content.
They may not share or engage with the
content/experience because:
They are not ready to take care of an animal
currently in their life.
Resources required: The campaign required the RHSPCA
Facebook account.
Key people, organizations, and/or influencers: Former families who adopted at through the
RSPCA would be key influencers in the
success of this campaign.
Will you use any hashtags? The hashtags used during this campaign will
be #RSPCA and #furryfamilymember.
Cost: This campaign will not cost anything to
prepare. $335 of the overall budget should be
used to promote the campaign on Facebook.
Metrics to measure success (make sure these
metrics measure the objective(s) listed
above):
The success of this campaign will be
measured through Facebook likes, shares, and
comments. The campaign success will also be
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measured with the number of increased
followers.
Campaign title “Apartment Essentials”
Objective(s) met with this campaign: The objective of this campaign is to Increase
Facebook followers by 3% throughout the
length of the campaign.
What stage of the sales funnel does this
campaign target (i.e., awareness, evaluation,
acquisition, engagement, or advocacy)?
The acquisition stage of the sales funnels is
what this campaign targets.
When will the campaign run (i.e., month(s),
week(s), etc.)?
This campaign will predominantly run June
2020 – September.
What target audience(s) does the campaign
appeal to?
This campaign will target the audience of
recently graduated women who are about to
move into a new apartment – want to adopt
during their new transition in life, the college
to professional life.
Describe the overall campaign and
experience:
The campaign is targeted towards females
who are decorating their new apartment and
are considering adopting a pet
Inspiration for this campaign: This inspiration of this campaign came from
speaking to many soon to be college
graduates who are eager to adopt their first
pet.
Campaign message (i.e., single minded
thought that you want to elicit from your
target audience(s):
The overall message from this campaign will
be “We know exactly what will make your
apartment feel homier”.
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Theme(s)/tone of voice to use with
justification:
A few themes that this campaign will convey
is the sense of comforting, supporting, and
home.
How will you make your audience care and
what will you make them care about (i.e.,
emotionally, intellectually, aesthetically; hint:
think about the Ted Talk by Andrew
Stanton)?
This campaign will be successful by the
RHSPCA contacting JMU (maybe even
students from other schools) students who
have recently graduated and if they have
considered getting a pet or adopting one right
after college. The Marketing and Fundraising
Manager can ask them if they can send a
photo of their pet in their apartment and then
be featured on the Facebook page.
Target audience(s) will find it via (i.e., what
platform(s) will you use?):
The target audience will find this campaign
on the Facebook page.
They will share and engage with the
content/experience because:
Recently graduated female students are
settling into their new chapter of their life and
with that comes some adjusting. Most will be
moving into a new apartment and decorating
it, some might even consider adopting to
make their tiny place feel like a home. See
Exhibit 16 for example content.
They may not share or engage with the
content/experience because:
They might think that a new pet is too
expensive and/or do not want to worry about
the care of another.
Resources required: This campaign will require a lot of photos
with pets in an apartment setting and
testimonials from those who have adopted
from the RHSPCA.
Key people, organizations, and/or influencers: Some key people in this campaign are
recently graduated female students as
mentioned above. The Marketing and
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Fundraising Manager could reach out and get
sponsors from furniture/home décor brands to
assist in getting photos of our target market in
their new apartments with their pets.
Will you use any hashtags? #redecorate #RHSPCA #apartmentessentials
Cost: This campaign will cost approximately $335
required for the sponsorship and advertising
expenses.
Metrics to measure success (make sure these
metrics measure the objective(s) listed
above):
The number or impressions the posts from
this campaign get along with the reach of the
campaign.
Campaign title “Pets of Harrisonburg”
Objective(s) met with this campaign: This objective of campaign is to create
awareness of adoptions and fostering
available in Harrisonburg, targeted towards
college students and to increase Instagram
followers by 2% and increase the overall
engagement with the page.
What stage of the sales funnel does this
campaign target (i.e., awareness, evaluation,
acquisition, engagement, or advocacy)?
This campaign will focus on the awareness
stage of the sales funnel.
When will the campaign run (i.e., month(s),
week(s), etc.)?
This campaign will run during the length of
the beginning of the fall semester August
2020 through October 2020.
What target audience(s) does the campaign
appeal to?
The target audience of this campaign is
college students who are considering getting a
pet.
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Describe the overall campaign and
experience:
The purpose is to display real-life experiences
and testimonials of other students who have
also adopted pets.
Inspiration for this campaign: Having a pet can be manageable with
schoolwork. This campaign will be used to
demonstrate that.
Campaign message (i.e., single minded
thought that you want to elicit from your
target audience(s):
The overall message of this campaign is that
“Pets can enhance your college experience –
not hinder it”.
Theme(s)/tone of voice to use with
justification:
The themes and tones that this campaign
would genuine, real, life changing.
How will you make your audience care and
what will you make them care about (i.e.,
emotionally, intellectually, aesthetically; hint:
think about the Ted Talk by Andrew
Stanton)?
This campaign will relate the
testimonials/experiences directly to different
types of students. Including students with
different majors, clubs, interests.
Target audience(s) will find it via (i.e., what
platform(s) will you use?):
This campaign will reach the target audience
via Instagram. RHSPCA can also post to
Facebook simultaneously so they can also
share for family.
They will share and engage with the
content/experience because:
Many college students consider getting a pet
when they move off campus but are
concerned with how it could affect their
college experience. See Exhibit 17 for
example content.
They may not share or engage with the
content/experience because:
Some of the target audience don’t live off
campus and/or could struggle financially
which would affect their ability to adopt.
Resources required: This campaign only needs free resources that
the Marketing and Fundraising Manager can
use on her phone.
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Key people, organizations, and/or influencers: Female and some male students from JMU
can showcase their pets and how they love
them.
Will you use any hashtags? #RHSPCA #JMU #PetsOfHarrisonburg
Cost: The RHSPCA should spend $415 to increase
the likelihood that this campaign will meet its
objectives.
Metrics to measure success (make sure these
metrics measure the objective(s) listed
above):
The RHSPCA will use Instagram Insights and
measure the reach, impressions, and
interactions along with reaching the overall
goal of increased followers by 2%.
Campaign title “Quarantine Pets”
Objective(s) met with this campaign: The objectives of this campaign are to Boost
engagement and followers on the Instagram
page by 2%.
What stage of the sales funnel does this
campaign target (i.e., awareness, evaluation,
acquisition, engagement, or advocacy)?
This campaign targets the Engagement stage
of the sales funnel. This campaign will
highlight to the followers enabling them to
see pets on their timeline to be more
encouraged to adopt. Also, seeing their own
pets on our story will increase brand loyalty
and could increase WOM marketing.
When will the campaign run (i.e., month(s),
week(s), etc.)?
This campaign will run from May 2020
through July 2020 but may be adjusted
depending on how long the Coronavirus
isolation lasts.
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What target audience(s) does the campaign
appeal to?
This campaign focuses on the two younger
target markets who are more likely to use
Instagram.
Describe the overall campaign and
experience:
First, the RHSPCA will post the
announcement graphic as an Instagram post,
asking their followers to post pictures of their
rescue pets on their stories and tag
@RHSPCA for a chance to be featured on the
story. One random submitter will win a pass
to waive the adoption fee the next time they
adopt an animal from the RHSPCA. Every
day the RHSPCA will re-post several of these
posts on their story, along with periodic
reminders on the story. The Marketing and
Fundraising Manager will keep track of each
submitter and assign them a number, and the
winner will be decided by a random number
generator.
Inspiration for this campaign: Other companies have had similar “post
pictures of what you’re doing with (product)
during quarantine” type campaigns.
Campaign message (i.e., single minded
thought that you want to elicit from your
target audience(s):
The message illustrated in this campaign is
that when you adopt a pet you gain a best
friend.
Theme(s)/tone of voice to use with
justification:
The RHSPCA should use an upbeat but
serious tone for this campaign. The
coronavirus pandemic may be a sensitive
topic for some followers, so it is best not to be
too comical. However, the overall tone should
elicit of feeling of, “We can get through this
together.”
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How will you make your audience care and
what will you make them care about (i.e.,
emotionally, intellectually, aesthetically; hint:
think about the Ted Talk by Andrew
Stanton)?
Audiences will see pictures of pets that are
helping their owners get through a tough time.
It will remind them of their own pets that are
helping them stay sane.
Target audience(s) will find it via (i.e., what
platform(s) will you use?):
The only platform that will be used during
this campaign will be Instagram.
They will share and engage with the
content/experience because:
Users want an excuse to post pictures of their
pets on their social media stories, while also
promoting adoption. See Exhibit 18 for
example content.
They may not share or engage with the
content/experience because:
They may be private people who don’t want
strangers seeing their pictures.
Resources required: The only resource needed for this campaign is
a Canva account, which will be used to make
content and graphics.
Key people, organizations, and/or influencers: Influential people in the Harrisonburg
community, such as JMU students with many
followers.
Will you use any hashtags? This campaign will not require the use of any
hashtags.
Cost: $25-$130 of the allocated budget will be used
for the waived adoption fee for the contest
winner, and the rest of the assigned $415 will
go to advertisements.
Metrics to measure success (make sure these
metrics measure the objective(s) listed
above):
This campaign will be measured by the
number of people who submit pictures, and
the amount of engagements each post receives
along with a 2% increase in followers.
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Campaign title “Pet Mind Reader”
Objective(s) met with this campaign: The objectives of this campaign are to
highlight the different personalities of the
RHSPCA animals, and
increase Instagram Engagement.
What stage of the sales funnel does this
campaign target (i.e., awareness, evaluation,
acquisition, engagement, or advocacy)?
This campaign will target the Awareness and
Engagement stages of the sales funnel.
When will the campaign run (i.e., month(s),
week(s), etc.)?
This campaign will run from November 2020
to January 2021.
What target audience(s) does the campaign
appeal to?
The target audience for this campaign are
college students who are active on Instagram.
Describe the overall campaign and
experience:
Post on the RSPCA Instagram story with the
daily thoughts and activities of the animals.
Inspiration for this campaign: Sometimes just seeing a picture of animal is
not enough to fall in love with it. With this
campaign customers can see the animal's
personality and find out if it’s a good fit for
them.
Campaign message (i.e., single minded
thought that you want to elicit from your
target audience(s):
The message of this campaign is that every
animal has a unique personality, to match
with their unique owner.
Theme(s)/tone of voice to use with
justification:
The tone of this campaign will be funny. The
goal is to make people laugh while imaging
what their pets are thinking.
How will you make your audience care and
what will you make them care about (i.e.,
emotionally, intellectually, aesthetically; hint:
think about the Ted Talk by Andrew
Stanton)?
The audience will care about this campaign
because of the humorous content, and cute
pictures of animals that will be offered.
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Target audience(s) will find it via (i.e., what
platform(s) will you use?):
The target audience for this campaign will be
college students that will find the campaign
through Instagram.
They will share and engage with the
content/experience because:
Users will share and engage with this
campaign because of the cute animals, and
funny comments. See Exhibit 19 for example
content.
They may not share or engage with the
content/experience because:
Users may not engage if they already have a
pet are not interested in adopting another.
Resources required: The only resources needed for this campaign
are an Instagram account and an iPhone
Camera.
Key people, organizations, and/or influencers: The key people and organizations in this
campaign are the marketing and fundraising
manager and the other employees of the
RHSPCA.
Will you use any hashtags? The hashtags that will be used throughout this
campaign are #Animalthoughts and #RSPCA.
Cost: The RHSPCA will spend $170 on social
media advertisements for this campaign.
Metrics to measure success (make sure these
metrics measure the objective(s) listed
above):
The success of this campaign will be
measured through Instagram likes, shares,
poll activity, and number of times the hashtag
is used.
Campaign title “Pamper your pet”
Objective(s) met with this campaign: The objective of this campaign is to increase
Facebook reach by 3%.
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What stage of the sales funnel does this
campaign target (i.e., awareness, evaluation,
acquisition, engagement, or advocacy)?
This campaign targets the engagement stage
of the sales funnel because we are asking
people to engage with their pets.
When will the campaign run (i.e., month(s),
week(s), etc.)?
This campaign will run October 2020 through
January 2021. This will allow families with
small children to have an activity to do with
each other.
What target audience(s) does the campaign
appeal to?
The RHSPCA will mainly target families but
can also easily target young professionals
who have some free time on their hands in the
summer months.
Describe the overall campaign and
experience:
Each week there will be a post made with a
recipe to cook a treat for cats or dogs. These
recipes will not take much time to make and
will require minimal ingredients so it’s easy
for everyone to participate. Then each week
the Marketing and Fundraising Manager will
create an album to store all the recipes for
users to look back if they want to make them
again. Then if they post a picture or story of
their results of the recipe and use the hashtag
#pamperyourpetRHSPCA they will be put
into a drawing of being featured on the
account story at the end of the week.
Inspiration for this campaign: This campaign will give user’s the
opportunity to give back to their pets.
Campaign message (i.e., single minded
thought that you want to elicit from your
target audience(s):
The campaign message is to convey to the
audience that these animals are a part of a
family and should be treated as such.
Theme(s)/tone of voice to use with
justification:
The tone of this campaign will be caring and
creative. The campaign will encourage people
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to share some creative ways they show their
pets they love them.
How will you make your audience care and
what will you make them care about (i.e.,
emotionally, intellectually, aesthetically; hint:
think about the Ted Talk by Andrew
Stanton)?
The audience will be influenced by using the
emotional appeal. By seeing other people’s
creations with the help of the hashtag they
will feel compelled to join the movement.
Target audience(s) will find it via (i.e., what
platform(s) will you use?):
The target audiences for this campaign will be
families with young children but also young
professionals and even college students. This
campaign will ideally reach a broad aspect of
our audience.
They will share and engage with the
content/experience because:
It will fulfil the users desire of a close-knit
community and tie them to other people who
care about their pets as much as they do. See
Exhibit 20 for example content.
They may not share or engage with the
content/experience because:
The users might think it is too much work to
cook/bake a treat for their pet.
Resources required: For this campaign the RHSPCA Facebook
account will be used.
Key people, organizations, and/or influencers: At first, the marketing and fundraising
manager will kick off the campaign by
cooking their own treats and featuring them
on the page. It will continue to do this for the
following two to three weeks to drum up
awareness. After this there will be enough
user generated content to sustain the
campaign.
Will you use any hashtags? The hashtag used will be:
#pamperyourpetRHSPCA
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Cost: This campaign will use $330 of the total
budget to be used for boosting Facebook
posts.
Metrics to measure success (make sure these
metrics measure the objective(s) listed
above):
The campaign success will be measured by
the number of times the hashtag is used and
the overall reach of the campaign.
6. Activation Plan and Social Media Content Calendar
The marketing and fundraising director at the RHSPCA will maintain the social media
content calendar to ensure multiple campaigns aren’t happening at the same time on the same
platform. Keeping a close eye on the analytics and insights of each campaign is important so it is
possible to adapt the plan if something is not working.
The campaign will begin May 2020 and go a full calendar year till May 2021. See
Exhibit 14 for a more detailed list of the plans.
The total cost of this plan will be $2,000. Each social media campaign has been given a
portion of this budget to promote the Facebook and Instagram posts. There are three overall
objectives for this plan and each campaign will help the RHSPCA achieve these objectives in
some way. Some of the campaigns have the potential to affect multiple objectives, so their
budgets have been adjusted accordingly. See Exhibit 21 for a more detailed explanation.
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7. Manage and Measure
The marketing and fundraising manager should monitor the engagement on the
RHSPCA’s Facebook and Instagram pages before, during, and after the campaigns run. The
number of likes and shares on the content being posted for the campaign should also be
observed. Facebook and Instagram insights should be used to measure the engagement and reach
of these campaigns. While not a SMART goal due to the variability in the industry, it is
recommended that the client keeps track of the number of adoptions around the time of the social
media campaigns to see if there are any especially strong correlations.
The marketing and fundraising manager should pay attention to the transparency of the
campaigns. The employees will be as open as possible to the customers and make sure they can
be trusted.
No paid influencers will be used in the campaigns, but the RHSPCA will be asking the
audience to create content. The RHSPCA needs to make sure to respect its followers and not
repost anything that could be an infringement of anyone’s privacy.
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Appendix
Exhibit 1 (RHSPCA Facebook Followers)
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Exhibit 2 (RHSPCA Facebook Likes)
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Exhibit 3 (RHSPCA Facebook Messages)
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Exhibit 4 (RHSPCA Page Previews)
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Exhibit 5 (RHSPCA Page Views)
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Exhibit 6 (RHSPCA People)
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Exhibit 7 (RHSPCA Reach)
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Exhibit 8 (RHSPCA Activity)
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Exhibit 9 (RHSPCA Audience)
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Exhibit 10 (RHSPCA Content)
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Exhibit 11
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Exhibit 12 (Social media activities on select social networks by social media users in the US)
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Exhibit 13
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Exhibit 14
The content calendar will be submitted as an additional file on Canvas.
Exhibit 15
(“Furry Family Member” Campaign)
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Exhibit 16 (“Apartment Essentials” Campaign)
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Exhibit 17 (“Pets of Harrisonburg” Campaign)
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Exhibit 18 (“Quarantine Pets” Campaign)
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Exhibit 19 (“Pet Mind Readers” Campaign)
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Exhibit 20 (“Pamper your Pet” Campaign)
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Exhibit 21 (Budget)
Exhibit 22 (Personas)
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