HCB2 Social Media Plan

Hitting Cancer Below the
Belt Social Media Plan
May 13, 2015
Presented by:
Amanda Ake, Laura Bauer, Jordan Coburn, MaryKate Goff,
Allison Leybold, and Pierce Sprague

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Table of Contents
Situation Analysis ..........................................................................................................3

Client Overview................................................................................................................. 3

Audience Analysis............................................................................................................. 3

Generation X ......................................................................................................... 3

Millennials ............................................................................................................. 4

Social Media Analysis ....................................................................................................... 4

Website ................................................................................................................. 4

Twitter ................................................................................................................... 5

Facebook .............................................................................................................. 5

YouTube................................................................................................................ 6

LinkedIn................................................................................................................. 6

Competitive Analysis......................................................................................................... 6

Competitive Analysis: Facebook ........................................................................... 6

Competitive Analysis: Twitter ................................................................................ 7

Competitive Analysis: Instagram........................................................................... 7

Strategy & Planning .......................................................................................................8

Introduction ....................................................................................................................... 8

Goal Statement ..................................................................................................... 8

Objectives ............................................................................................................. 8

Suggested Social Media Accounts ................................................................................... 8

Twitter ................................................................................................................... 8

Instagram ............................................................................................................ 10

Facebook ............................................................................................................ 11

YouTube.............................................................................................................. 13

Timeline .......................................................................................................................... 15

Editorial Calendar 2015-16 (across all platforms)........................................................... 15

Plan Evaluation & Benchmarks....................................................................................... 16

Three-month evaluation ...................................................................................... 16

Six-month evaluation........................................................................................... 16

Nine-month evaluation ........................................................................................ 17

Recommendations .......................................................................................................... 17

Summary......................................................................................................................... 18

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Content Examples........................................................................................................19

Facebook ........................................................................................................................ 19

Twitter ............................................................................................................................. 19

Instagram ........................................................................................................................ 19

YouTube ......................................................................................................................... 19

Appendix A ...................................................................................................................20

Appendix B ...................................................................................................................25

About UPPR..................................................................................................................29

References....................................................................................................................31

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Situation Analysis
Client Overview
Hitting Cancer Below the Belt, also known as HCB2, is a Richmond based 501c(3) non-profit
organization dedicated to “below the belt” cancer prevention or colorectal cancer. The
organization is the brainchild of executive director Mindy Conklin, who lost her husband of 20
years to colorectal cancer when he was just 43. After the loss, Conklin realized that the unique
thing about colorectal cancer is that “just talking about it saves lives.” As such, Hitting Cancer
Below the Belt has been focusing their efforts on prevention through education and advocacy in
the community since 2012.
Hitting Cancer Below the Belt raises awareness, funds and education primarily through
participant-based events. The organization is constantly coming up with innovative events to
include among their already-popular annual events like the Boxer Brief 5K, Teeing Off For
Cancer and Striking Out Cancer. Day-to-day tasks usually focus on the promotion and
execution of these events. The organization also contributes to the community by offering
services such as free colonoscopies for those who do not have health insurance to receive an
examination. Other than tangible services, Hitting Cancer Below the Belt also “strives to offer
hope and encouragement to all volunteers and participants involved in each effort,” according to
their website (Hitting Cancer Below the Belt).
Audience Analysis
Although Hitting Cancer Below the Belt is a universal topic that can relate to a multitude of
different audiences, our goal is to focus on those who would most likely use social media
platforms. For Hitting Cancer Below the Belt, the audiences we have chosen to focus on are
Generation Xers and Millennials.
Generation X
Generation Xers are loosely defined as those who are born between the years of 1965
and 1980. Therefore, this year Generation X is between the ages of 35 and 50. Although
older generations are usually cited as the main demographic that may be diagnosed with
colorectal cancer, new research is showing that there are more and more cases of
colorectal cancer being found in younger adults (like Rich Conklin, who was just 43
when he died of the disease). In fact, according to the Colon Cancer Alliance, “while
rates for colon cancer in adults 50 and older have been declining, incidence rates in
adults younger than 50 years have been increasing.” In fact, one in ten people
diagnosed with the disease are under the age of 50 (Colon Cancer Alliance).
We have picked this demographic not only because of their rising diagnoses in
colorectal cancer, but also because of their lifestyle and technology usage. Generation
Xers seek meaning in all of the work that they do, as well as a sense of enjoyment and
fulfillment. This correlates to the fact that many Generation Xers have flexible work

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schedules and many have created a working environment from the comfort of their own
home. Generation Xers appreciate independence and also enjoy being surrounded by
technology and look for chances to use it in their work and daily life (Bruce Mayhew
Consulting). According to Adweek, over 50 percent of Generation Xers use Facebook,
YouTube, Google Plus and Twitter (Adweek).
Millennials
The Millennial Generation is generally accepted as those who were born between 1980
and the early 2000s, meaning Millennials range in age from teenagers to about 35 years
old. Though perhaps the lowest-risk group for developing colorectal cancer in the
immediate future, understanding the risks of the cancer as a youth or young adult can
help them know what signs to look for in the future. Establishing a consistent system of
check-ups is one of the best preventative measures of any cancer, and it’s a habit that
can start at a younger age.
However, getting Millennials to make a monetary contribution to anything is difficult. The
oldest Millennials emerged into the workforce around the same time the economy
crashed in the mid-2000s, and as a result, money has always been at a premium for
them. Because of that, Millennials are often thrifty and frugal—costly check-ups or
donations to charity could be a hard promotional sell (Forbes). Rather, simply raising
awareness is perhaps the most effective strategy when advocating to the younger
generation, and it helps that they’re arguably the easiest to reach.
Millennials are universally considered the pioneers of the digital age, and likewise are
often the most adaptable to new technologies. This principle particularly applies to social
media, where a majority of Millennials have accounts on most major social networking
sites (the lone exception being Instagram, to which only a third of Millennials subscribe).
Specifically, around 88 percent and 59 percent of Millennials have Facebook and Twitter
respectively (Adweek), and a recent survey indicated that 19 out of 20 Millennials
globally own a smartphone, which they check an average of 43 times per day (Marketing
Land). Altogether, this means social media is by far the best way to reach the Millennial
Generation.
Social Media Analysis
For HCB2, the current social media strategy focuses on two areas: 1) Spreading awareness of
colorectal cancer, and providing tips on preventing the disease, 2) Advocacy for different events
that the organization holds such as the Boxer Brief 5K, Strike Out Cancer, and Teeing Off on
Cancer.
Website
From the homepage, there are eight tabs: Home, About, Events, Around Town,
Education, Stay Connected, Photos, and Swag. Within each tab, there are
subcategories available for easier access. For example, under the Home tab, there are

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links to get information about the company’s mission, history, and board of directors.
Upon arrival on the website, viewers are greeted with a slideshow of pictures from past
events that the organization was involved in. In addition, there is a direct link on the right
side of the page that allows viewers to donate now, and sign up for the Hitting Cancer
Below the Belt newsletter.
The organization’s Event Calendar section on the homepage provides a list of all the
upcoming events including the name of the event, location, time, and brief summary of
what the event has to offer. One useful tactic that the organization is doing is its use of
Google Maps. If you are interested in attending an event, you can click the link directly
next to the location and bring it up on Google Maps. This way, potential participants will
have a feel for how far away they live from the event and can put into consideration how
much time and money they need to set aside for the day.
Twitter
Joined: July 2014
Followers: 20
Following: 31
Tweets: 50
HCB2’s profile picture is currently the organization’s letterhead with a solid, royal blue
cover photo to match the theme. They do have information in the about section that
includes the company slogan, “Eat clean, get screened!” The organization tweets about
three times a week, mostly about event promotion and articles regarding colorectal
cancer prevention. Most of the tweets composed contain the organization’s hashtag,
#HCB2, as well as a link to their website. As of this year, there have been 19 tweets
posted. There have been no Twitter conversations with other Twitter users and only two
pictures have been posted.
Facebook
Joined: December 3, 2012
Likes: 456
HCB2 uses Facebook as one of their main platforms to inform their audiences about
colorectal cancer prevention and event advocacy. Their profile picture features their
logo, and their cover photo promotes the Blacksburg Boxer Brief 5K as well as a short
blurb on what hitting Cancer Below the Belt is. They typically post between 5-6 times per
week, and are not using any relationship building strategies with their followers. They do
not have a lot of comments on their posts from their followers or ask for any feedback,
so two-way communication is absent. Some examples of the types of posts that they
make are: 1) “TIP OF THE DAY: Get enough calcium and vitamin D. Adequate amounts
of calcium and vitamin D may help prevent colorectal cancer—but don't overdo it,” and
2) “Only 10 days left to register for the Boxer Brief 5K at the $20.00 reduced price! A fun

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and entertaining event to raise awareness about colorectal cancer prevention. Brief Run.
Great Cause. http://hcb2.org/.”
The About Us section of their Facebook has a short description of the non-profit and a
link to their website. One of the main strategies used on their Facebook is the use of
images. Almost every single post they make contains a personal image or a linked
image that users can find more information at.
YouTube
Joined: January 2015
HCB2’s YouTube channel is new and has only published one video, which is a flash
mob performance at the Science Museum of Virginia. Their YouTube channel does not
feature any other channels or has no discussions. However, there is a tab that has
information regarding the company history.
LinkedIn
Connections: 2
Followers: 6
The organization’s LinkedIn supplies the viewer with a brief summary of the purpose of
the organization, the size of the company, type of industry as well as a link to Hitting
Cancer Below the Belt’s website. Mindy Conklin informed us that although Hitting
Cancer Below the Belt has a LinkedIn page, nothing has been done with it. Currently the
organization has six followers and two connections listed (one of which is Conklin).
Competitive Analysis
Two national organizations who can be considered competitors of HCB2: the American Cancer
Society/Relay for Life and the Colon Cancer Alliance.
Competitive Analysis: Facebook
American Cancer Society Relay for Life
The American Cancer Society Relay for Life Facebook page has 450,823 followers. The
page was created in late 2008. The majority of posts are links to videos or photos of
events. Photos typically receive more “likes” than videos do and posts that ask questions
receive the most comments. They typically post at least once a day if not more. The
content is all about the Relay for Life event and how to sign up and get involved.
Colon Cancer Alliance
The Colon Cancer Alliance Facebook page has 39,557 followers and 168 visits to the
page. The page was created in 2009. They post every few days. Most posts are photos
or graphics with the occasional video link. The photos and graphics are often in
promotion of an event that the Alliance is hosting. Very few people comment on the

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photos, but there are an increasing amount of likes on the pictures as they gain more
followers.
Competitive Analysis: Twitter
The page has over 564,000 followers and was created in April 2008. They mainly post
links to cancer related articles or to the home “sign-up” page. There are also a few
photos and videos but the page is mostly links. As with their Facebook page, the tweets
that ask questions are usually the ones that receive the most replies. There does not
appear to be a trend between photos or text-only and retweets or likes.
This organization does not have a Twitter page.
Competitive Analysis: Instagram
The page has 6,953 followers and was created in 2013. It is mostly used to share cancer
facts in the form of written graphics. They post a photo/graphic every few days. They get
over 100 likes on every photo that the post.
The Colon Cancer Alliance has 82 Instagram followers and has only posted 2 photos.
Their first photo was posted in February 2015 so the account is relatively new.
Therefore, they have not received very many likes or comments.

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Strategy & Planning
Introduction
This social media plan addresses the platforms that Ut Prosim Public Relations Agency
suggests Hitting Cancer Below the Belt should use. It also provides examples of content along
with an editorial calendar and timeline. Implementation of this plan will help raise awareness
about colorectal cancer, demonstrate steps toward prevention for younger generations,
encourage participation in community events, and significantly increase HCB2’s social media
presence. We feel it is best to utilize Twitter, Instagram, Facebook, and YouTube to achieve
these goals.
Goal Statement
To create a social media plan for Hitting Cancer Below the Belt that will raise awareness
of both the organization and colorectal cancer.
Objectives
● Raise awareness about colorectal cancer and how to prevent it in younger
generations.
● Encourage participation in community events through social media event
promotion.
● Improve HCB2’s presence on social media by expanding their social media
following on selected platforms in the next 9 months.
Suggested Social Media Accounts
Twitter
Platform Summary
Content on Twitter is brief and restricted to 140 characters. It allows users to interact with
people that HCB2 might not normally reach (such as celebrities, athletes, public figures,
etc.) as well as potential new followers. When tweeting, make sure to use memorable
hashtags that followers will recognize, be concise to get your message across quickly,
and don’t tweet more than twice a day because followers may decide to unfollow if their
feed is cluttered. We recommend that HCB2 uses a consistent company hashtag in every
tweet such as #HCB2.
Existing Page
The current HCB2 page has 25 followers and follows 32 accounts. They tweet
approximately one time every six days. The current model strives for three posts per
week, most of which provides promotional information for their events or blog page. Very
occasionally, they’ll retweet content other organizations tweet about HCB2-sponsored
events. Otherwise, there is not much cross-promotion or attempt to ride the coattails of
any trends or other organizations, and their overall use of hashtags is pretty weak.

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The current Twitter bio can be elaborated on in order to better represent what the
organization does. Also, the cover photo on the page should be changed to something
more dynamic and eye-catching. Currently, the cover photo is a color blocked blue, but
we suggest a photo of an event. Twitter provides the opportunity to display an individual’s
personality with two pictures. HCB2 needs to have more structure and engagement with
its followers.
Audience
According to Pew Research Center, Twitter is an interface that is used much more
frequently by teens and young adults ages 18-29 than by older individuals. HCB2 is
looking to target 20-30 year olds, so Twitter will be an important platform to utilize.
Content – what to post and when: Quality content for this platform would include
content that is concise and to the point, that has images or videos, and leads followers to
other relevant websites. Engagement can be accomplished through using images, asking
questions, and asking followers for their own content. Twitter is more of an interactive
platform than Facebook, so making sure followers feel included is important. HCB2 can
use this platform to tell stories by user generated stories about colorectal cancer, or post
information about colorectal cancer and link it back to how it has helped
patients/caregivers.
Frequency of Posting
According to QuickSprout.com, this content should be posted at least once a day, either
once in the afternoon for higher click through rates, or once around 5 p.m. for higher
retweets. Engagements are higher on weekends and Wednesdays by 17 percent,
compared to other days. It can be easy for tweets to get lost in the quickfire format of
Twitter, so posting more can increase the chance followers will see content.
Engagement Strategies
Use a consistent branded hashtag #HCB2 for all tweets to keep followers connected. Ask
questions about colorectal cancer to create a conversation with followers. Engage
followers by hosting contests such as having them take pictures at events, and tweeting
them with a hashtag such as #BoxerBrief5K. Use consistent hashtags such as
#MotivationMonday and #FactFriday to help educate and keep followers involved with the
brand. Sharing links or video related to cancer survivors or colorectal cancer patient
stories help bring followers back to the mission of HCB2. Images are a beneficial way to
catch the audience’s attention on Twitter since the word count is limited to 140
characters.
Measurement/Analytics
Twitter has a separate site that users can log on to and use called “Twitter Analytics,”
which shows how well certain messages are doing with their followers. To begin
analyzing its Twitter presence, HCB2 should go to https://analytics.twitter.com/about and

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sign in with Twitter. After login, a Timeline Activity page will appear that shows an
overview of the organization’s activity on Twitter over the last 30 days. This section
addressed mentions, follows, and unfollows. In addition, there will be statistics regarding
each tweet such as clicks, retweets, favorites, and replies. This page of Twitter Analytics
offers a great resource to help determine which topics resonate best with your audience
as well as the the best time of day to tweet (Ali, 2014).
Ideas for Content
● Use #HCB2 for all organizational content
● Event hashtags: Tweet about event details and use consistent hashtags related
to the event #RVABoxerBrief5K
● Hashtags such as #FactFriday and #MotivationMonday and include relevant
information that followers can keep up with each week
● Inspirational stories: people like feel-good stories. Postings links to videos or
articles about cancer survivors or colorectal cancer patients helps bring the
organization back to the cause. Integrate content by sharing stories from
Instagram.
Instagram
Platform Summary
Instagram is different from other platforms because it relies primarily on visual content.
According to Instagram.com, “Instagram is an online mobile photo-sharing, video-
sharing and social networking service that enables its users to take pictures and videos,
and share them on a variety of social networking platforms, such as Facebook, Twitter,
Tumblr and Flickr.” Instagram has approximately 300 million users with about 70 million
photos shared per day. It is also known for having the 15x more engagement than other
social media platforms, such as Twitter, Facebook or Google+.
Existing Page
HCB2 does not currently have an Instagram account.
Audience
Since its launch in 2012, Instagram has been extremely popular among millennials.
According to Business Insider, “Over 90% of the 150 million people on Instagram are
under the age of 35 (Smith, 2014),” which works well for HCB2 when targeting 20-30
year olds.
HCB2 should upload photos two times a week. Two weeks prior to an event, it is
recommended they post once a day to raise more awareness of the event and attract
last minute runners or volunteers to participate. It is imperative that HCB2 uploads
content as consistent as possible. The more photos seen by individuals, the better

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chance of them trending and contributing to our ultimate objective of increasing
awareness of HCB2 and colorectal cancer.
Since Instagram is so simple, we will rely on its visual aspect to engage with clients.
HCB2 can implement user generated “share your story” posts, contests and giveaways
(boxers for the Boxer Brief 5K, etc.). In addition, HCB2 will include an organization
hashtag, #HCB2, in each of its posts to get its photos trending on the “recommended for
you” tab on Instagram.
To measure performance on Instagram, the organization should use the free application
Iconosquare. Through this app, HCB2 will be able to break down their followers and
followings relationships, when the audience is engaged the most, what hashtags have
higher engagement, and other helpful data from the account. Once the account is
created with Iconosquare, the app can automatically connect with HCB2’s Instagram
account and provide the numbers.
Ideas for Content
● Share your story (#HCB2ShareYourStory): Share a picture of a loved one who
has been affected by colorectal cancer, an event the follower may have been to
or why the follower supports the cause in general. We will share some of their
stories to show the effects of this horrible disease.
● Event hashtags: Use an event hashtag like “#BoxerBrief5K” to allow guests and
participants to contribute their event pictures to a general feed.
● Most creative post each week wins a prize, and repost
Facebook
Platform Summary
Since 2006, users above the age of 13 have been able to register for a Facebook
account. Facebook is often the social media platform of choice, which makes it
distinguishable from other platforms because of its high number of users. According to
Zephoria Internet Marketing Solutions, there are over 1.39 billion monthly active users
and 29.7 percent of those users are ages 25-34. To most effectively use Facebook,
users should make sure to maintain a consistent tone of voice and post frequently, not
just every once in a while.
Users should also make sure to target their messages when posting. Although HCB2
has a specific target audience of 20-30 year olds, it is broad enough that messages can
be targeted towards the younger and older ends of that audience. Followers respond to
visuals, so using images and videos consistently will work well in grabbing their
attention. Facebook is a platform that will allow HCB2 to directly connect with its target

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audience of 20-30 year olds, and be able to reach the largest number of them at once
from any other platform.
Existing Page
Currently, the HCB2 Facebook page has 480 likes. They post approximately five times a
week, usually one post per day. The current page is primarily used to promote and recap
events, list facts/tips, and give reminders for upcoming events. HCB2 does a good job at
coattailing off national events (Easter, April Fool’s Day) and creating witty content that is
interesting and engaging. Although, the page doesn’t narrowly tailor its audience; one
post will encourage individuals aged 50+ to get checked, while the next will highlight a
5K in a college town. So it is important to create a more consistent voice. The Facebook
page does not engage in any cross-use; that is, none of its posts redirect viewers to
HCB2’s YouTube or Twitter pages, hampering the nonprofit's potential for horizontal
growth on social media. Encouraging cross-platform ideas is especially helpful when
trying to attract new followers to the organization. Facebook served as the original
source of HCB2’s social media campaign and remains the focal point thereof today. It’s
certainly the most consistent and best-utilised platform, but there is still room for
improvement.
Audience
Facebook is one of the most popular social media sites in the world. With over 1.3 billion
active users monthly this allows an organization to reach a broad audience. The most
common age demographic is users ages 25 to 34, making up 29.7 of Facebook;s total
users, which makes Facebook a vital platform when targeting 20-30 year olds.
Facebook, unlike Twitter and Instagram, does not place restrictions on posts.
Content – what to post and when
Quality content for this platform will include posts that promote advocacy for colorectal
cancer as well as events that HCB2 is hosting. The content should include visuals that
highlight their humorous tone for the uncomfortable subject of colorectal cancer, as well
as educational information that is engaging for followers. Content that will be engaging
for this platform will include user generated content such as personal stories about
colorectal cancer, humorous videos and images that educate the audience on the
disease, and asking followers questions that will increase comments and likes for posts.
This platform can be used to tell a story by telling actual stories of how colorectal cancer
has affected people, and then inspiring the audience to action.
Ideas for Content
● Create cover photos to promote events
● User generated content: personal stories from followers
● Visuals such as flyer for upcoming events with links for registration/further
information
● Integrate Instagram posts
● Use hashtag #FactFriday to educate audience

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Post once a day to allow your followers to know what HCB2 is doing in the community
(i.e marathon runs or free colon cancer screenings). While only posting once a day
seems minimal, this can still be enough content to tell HCB2’s overall story and create
awareness for the younger generation without being excessive. Research shows that the
optimal time to post on Facebook is between 1 p.m. to 4 p.m. and to avoid posting on
the weekend.
To make posts on Facebook for engaging, users should make sure to balance the types
of content that is being posted. Include photos, videos, ask questions, and share links
regarding information about colorectal cancer. Adding links can increase the platform’s
click through rate when followers view a post and then are directed to another site
included in that post. HCB2 can do this by creating posts with visuals that also include
links to the brand’s website or other related sites. By having creative content such as
videos and images that link back to their website that will contain more information, this
will make followers more educated on the mission of HCB2 and what events they have
going on.
The number of likes, shares, and comments that a post receives is a good way to
measure how successful certain types of posts are. HCB2 could also keep track of how
many page likes they are receiving each week.
YouTube
Platform Summary
YouTube is a video sharing social media platform that was launched in 2005. Anyone
can search for videos based on name, purpose, and description. Account holders are
automatically given channels in which their uploaded videos are defaultly placed.
Anyone else with an account can subscribe to such channels.
Existing Page
HCB2 joined YouTube in December of 2014 and has only one subscriber. Upon
reaching the organization’s home YouTube page, the company’s logo and a generic
photo of a mountain range head the screen. Instead, HCB2 should feature an image
from a previous race or members of the HCB2 team. In addition, the “About” tab only
contains the organization’s mission statement. This section can be used as a tool to
integrate the company’s other social media platforms; rather than simply posting the
mission statement, HBC2 could also post a link to the organization’s website, Twitter
feed, Facebook page, and Instagram account. The maximum length for this section is
1,000 characters, which will be something HCB2 will need to take into account.

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HCB2’s current YouTube account has only posted two videos. The first video, uploaded
two months ago, captured a flash mob performing the “Gut and Butt Strut” with 363
views. About a month later, HCB2 uploaded another video about the Strike Out Cancer!
bowling competition in Richmond. This post has only 21 views.
Featuring channels on the YouTube account is a great way to cross-promote other
channels with similar content (YouTube Help). Currently, HCB2 does not feature any
other channels on its account. It would be advantageous to feature the American Cancer
Society and Relay for Life, for example, two organizations that have paired up with
HCB2 in the past.
Audience
Although YouTube’s audience spans across all ages, 41% of its users are between the
ages of 18 and 24, and 26% of its users are between the ages of 25 and 34, which
incorporates the plan’s targeted audience. Also, approximately 78% of all YouTube
users are male, while 23% are female.
Content – what to post and when
This medium should be used primarily for event coverage.
● Event teasers—post videos leading up to an event of a previous or similar event
● Post-event footage
● Richmond 5K “Do you love your butt?” video
Generally, a new video should be posted once per month (three times in the month
leading up to an event). Once an event has concluded, HCB2 will post about the race
and what took place. The nonprofit can also post videos of people at the event and what
the event means to them. This will consist of two to three short videos to keep
subscribers interested in future races and events.
Post small clips and videos on pre- and post-events that allows subscribers to see what
HCB2 is/has been doing. For other content, HCB2 can post clips asking questions such
as “Do you love your butt?”. This allows for fan interaction and for people to put a face to
the organization’s name. HCB2 will be using YouTube as more of a content generator
than for promotions, giveaways, or education.
Measurement/analytics
The number of views per video is an obvious way to measure how successful that video
is. A steady increase in viewership signifies a broader reach of audience. Likes—while a
good indicator of viewer resonation—aren’t as critical on YouTube as platforms like
Instagram and Facebook. An increase in the number of people/accounts that subscribe
to HCB2’s YouTube channel suggests a consistent appreciation of the channel’s content
and a desire to see more videos posted.

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Content Ideas
● “Do You Love Your Butt?” video
● Countdown videos
● Event review videos
Timeline
For a detailed timeline of templated content and posting guidelines, see Appendix A.
Editorial Calendar 2015-16 (across all platforms)
June Highlight the Boxer Brief 5K at beginning of month. Promote fitness for the
summer time.
July Independence Day: be independent from cancer! Have followers send in
stories of survivors beating cancer and post on platforms.
August A lot of the target audience will be going back to school this month; promote
“education” of colorectal cancer and how it can be prevented. Also, promote
free colonoscopies for those who can’t afford them as a part of this education
period.
September The Amazing Raise: promote fundraiser hosted by “Give Richmond”. Focus on
what x amount of money could fund in the fight against colorectal cancer.
Teeing Off For Cancer: promote registration for fundraiser that’s held in early
October, emphasizing prizes.
October Halloween season: highlight some of the “scary” effects that colon cancer can
have and create awareness of the importance of early detection.
November Thanksgiving season: highlight and have followers share why they are thankful,
or their personal story with cancer.
December Christmas Season: promote clean eating during the holiday season.
January
2016
New Years Resolutions: content on staying healthy and tips on how to do it.
February National Cancer Prevention Month/Valentines Day: Do You Love Your Butt?
March National Colon Cancer Awareness Month: promote free colonoscopies and that
not just people over 40 years old get colon cancer.
St. Patrick’s Day: focus on green, eating healthy.
April A lot of Relay For Life events happen this month, and since HCB2 has
partnered and split profits with Relay in various events, highlight some local

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April (cont.) events and the work they are doing in the communities.
May Boxer Brief 5K next month: workout plans to prepare, early registration.
Plan Evaluation & Benchmarks
Three-month evaluation
Twitter: Within three months, HCB2 should increase its Twitter followers by 100%, which
would bring the total to 50 followers. Additionally, each original event HCB2 promotes via
Twitter should aim for a combination of 5 favorites/retweets, and at least one post per
fortnight should involve active engagements/conversation. Other posts, such as tips or
retweets, should aim for at least 3 favorites.
Instagram: Since the Instagram account will be new, HCB2 should aim to establish a
base of 30 followers in its first three months. Each post should aim for at least 8 likes,
and posts recapping HCB2-hosted events should aim for at least 12 likes.
Facebook: Facebook is HCB2’s most well-established account, and the organization
should use the page to promote its other platforms and expand its following base. As
such, Facebook should experience the slowest growth of the four platforms, and by the
end of three months, HCB2’s Facebook page should reach 600 likes (25% increase).
Each event-related post should aim for at least 5 shares and 40 likes, and at least one
post per week should involve active engagement/conversation. Other posts, such as
tips, facts, or reminders, should aim for at least 25 likes.
YouTube: HCB2’s YouTube channel is underused currently, and should essentially be
treated similarly to Instagram: as a new platform. By the end of three months, HCB2
should reach 5 subscribers, and each video should receive 150 views within the first two
weeks of its posting.
Six-month evaluation
Twitter: Within six months, HCB2 should increase its Twitter followers to 100 (100%
increase from previous goal). Additionally, each original event HCB2 promotes via
week should involve active engagements/conversation. Other posts, such as tips or
Instagram: HCB2 should reach 75 followers by its sixth month (150% increase from
previous goal). Each post should aim for at least 20 likes, and posts recapping HCB2-
hosted events should aim for at least 30 likes.
Facebook: By the end of six months, HCB2’s Facebook page should reach 800 likes
(33% increase from previous goal). Each event-related post should aim for at least 10
shares and 75 likes, and at least one post per week should involve active

17
engagement/conversation. Other posts, such as tips, facts, or reminders, should aim for
at least 60 likes.
YouTube: Within six months, HCB2 should reach 10 subscribers (100% increase from
previous goal), and each video should receive 400 views within the first two weeks of its
posting.
Nine-month evaluation
Twitter: Within nine months, HCB2 should increase its Twitter followers to 250 (150%
increase from previous goal). Additionally, each original event HCB2 promotes via
week should involve active engagements/conversation. Other posts, such as tips or
Instagram: HCB2 should reach 175 followers by its ninth month (133% increase from
previous goal). Each post should aim for at least 50 likes, and posts recapping HCB2-
hosted events should aim for at least 75 likes.
Facebook: By the end of nine months, HCB2’s Facebook page should reach 1,200 likes
(50% increase from previous goal). Each event-related post should aim for at least 16
shares and 125 likes, and at least two posts per week should involve active
engagement/conversation. Other posts, such as tips, facts, or reminders, should aim for
at least 100 likes.
YouTube: Within nine months, HCB2 should reach 25 subscribers (150% increase from
previous goal), and each video should receive 1,000 views within the first two weeks of
its posting.
Recommendations
In order to execute this plan, HCB2 should let a qualified student intern manage all social media
platforms. This position will be unpaid, but it presents a great learning experience for individuals
looking to improve upon his or her social media skills. Because students will not be available
24/7 during the workday, it is recommended the intern use a program like Hootsuite to manage
what content is posted and when on Twitter and Facebook. Research has determined that the
best time of day to post content varies from platform to platform; it is imperative that the social
media intern is aware of these differences in order to best reach HCB2’s target audience, 20- to
30-year-old individuals.
When it comes to expenses, HCB2 will need to take into consideration who will be taking
photographs or video at events for upload. This could potentially cost the organization money,
as the images or videos should high quality and visually appealing. Additionally, any advanced
analytics programming that could help the HCB2 team understand the effectiveness and reach
of their posts could also cost money. Though default analytics exist on Facebook, Twitter, and

18
YouTube, more expansive analytical tools may be beneficial as HCB2’s social media presence
grows.
Summary
According to this plan, HCB2 will be using four social media platforms to interact and engage
with its target audience: Twitter, Instagram, Facebook, and YouTube. If adequately followed,
this plan will significantly increase the organization’s presence on social media, allowing for
better promotion of both the HCB2 brand and how to prevent colon cancer. By improving its
social media strategies and expanding its following on popular social media sites, HCB2 will be
able to spread its message to a larger audience, advancing the non-profit’s mission to raise
awareness of colorectal cancer.

19
Content Examples
This section details one month’s worth of content for each of the four suggested platforms. For
this project, content will begin at the end of the spring semester in May and continue for four
weeks. Please use these ideas as a foundation for actual campaign implementation.
Facebook
For a suggested Facebook timeline of posts, see Appendix A. For a suggested Facebook cover
photo, see Appendix B.
Twitter
The Twitter account can be viewed online at https://twitter.com/ut_prosim or by searching
ut_prosim_pr. For a suggested Twitter timeline of posts, see Appendix A. Example Twitter
content can be found in Appendix B. It is recommended by UPPR that HCB2 posts at least once
a day either around noon for higher click rates or around 5 p.m. for higher retweets.
Instagram
Please refer to the digital copy of content suggestion provided with this packet. The Instagram
account can also be viewed online at www.instagram.com/utprosimpr or by searching
utprosimpr on the Instagram mobile app. For a sample of the example content reference
Appendix B.
YouTube
Appendix B features a screenshot of an example video from the “Love Your Butt” campaign. A
link to the video is provided here: link: https://www.youtube.com/watch?v=L4KWJeXQtzo.

21
Suggested Content Timeline
Monday May 18
● Twitter: #MotivationMonday – tweet a motivational quote
● Facebook: Debating what to get for lunch today? Check out this link and find out what
foods will help your colon!
Tuesday May 19
● Twitter: Join us June 5th in Richmond for our BoxerBrief 5K! Sign up at: <tinylink>
● Facebook: Post flyer for Richmond 5k and details on how to sign up
Wednesday May 20
● Twitter: Tweet instagram post
● Instagram: #HCB2ShareYourStory – Been affected by colon cancer? Do you love to
support the cause? Share your story with us and we will share! Just tag @HCB2 in your
Instagram post.
● Facebook: Share Instagram post
Thursday May 21
● Twitter: Tweet Instagram post
● Instagram: Share a #HCB2ShareYourStory post
Friday May 22
● Twitter: #FactFriday – tweet an interesting fact about colorectal cancer
● Facebook: #FactFriday – post an interesting fact about colorectal cancer
Saturday May 23
● Twitter: Blacksburg, we had a great time seeing those undies! Richmond, we’re coming
for ya! <YouTube video link>
● Facebook: Share YouTube video
● Youtube: Share teaser video of Blacksburg 5K to promote Richmond 5K, include sign
up info and link
Sunday May 24
● Twitter: Tweet a shocking statistic about colorectal cancer
● Facebook: Share a link about colorectal cancer information
Monday May 25
● Facebook: You may hate Mondays, but you love your butt! Figure out how to keep it
healthy at <link to colorectal cancer prevention info>.
Tuesday May 26
● Twitter: Do you love your butt? Find out if these people do: <YouTube video link>.
● Youtube: “Do you love your butt?” video
● Facebook: Share “Do you love your butt?” video
Wednesday May 27
Instagram post.

22
Thursday May 28
Friday May 29
● Twitter: #FactFriday -–tweet an interesting fact about colorectal cancer
● Facebook: Share flyer for Richmond 5K “The Richmond BoxerBrief 5K is one week from
today! Set aside your best underwear, do some stretches and don’t forget to sign up!”
(Something along those lines)
● Twitter: Later in the day: Undie Run? That’s right. The Richmond BoxerBrief 5K is one
week from today! Sign up at <tinylink>.
● Instagram: Share flyer for Richmond 5K: The Richmond BoxerBrief 5K is one week from
today! Set aside your best underwear, do some stretches and don’t forget to sign up!
(Something along those lines)
Saturday May 30
● Twitter: Boxers or briefs? We don’t care as long as you can run in them! <share youtube
link>
● Facebook: Boxers or briefs? We don’t care as long as you can run in them! Don’t forget
to sign up for the Richmond 5K next week! <share youtube link>
Sunday May 31
Monday June 1
● YouTube: Share video of Virginia Tech BoxerBrief 5K (if not video then slideshow of
pictures) with the info for the Richmond 5K
● Facebook: Share YouTube video of BoxerBrief 5K teaser: Get ready to show off your
best undergarments! Richmond BoxerBrief 5K is this Friday!
Tuesday June 2
● Instagram: Take a picture of some boxers from the store, caption: Just bought these
babies in preparation for Friday! Gotta win best dressed #RVABoxerBrief5K. Don’t miss
out: <sign up link>.
● Facebook: Who’s coming to the Richmond 5K on Friday? Comment below and let us
know if you’re going Boxers or Briefs! And for the rest of you, don’t miss out! Sign up at:
<link>.
Wednesday June 3
● Twitter: T-minus 2 days until #RVABoxerBrief5K! Don’t forget to sign up and help us
prevent colon cancer: <link>.
● Facebook: Share event photo: T-minus 2 days until #RVABoxerBrief5K! Don’t forget to
sign up and help us prevent colon cancer: <link>.
Thursday June 4
● Twitter: Richmond Boxer Brief 5K is TOMORROW! Can’t wait to see those undies.
Don’t forget to share tweets and photos with #RVABoxerBrief5K!

23
● Instagram: Share picture of VT Boxer Brief with caption: Boxer Brief 5K is
TOMORROW! Can’t wait to see those undies. Don’t forget to share tweets and photos
with #RVABoxerBrief5K!”
Friday June 5: Richmond Boxer Brief 5K
● Twitter: Today’s the day! Wear your best undergarments and don’t forget to share
tweets and photos with #RVABoxerBrief5K!
● Instagram: Share a photo of the prep for the race caption: Today’s the day! Wear your
best undergarments and don’t forget to share tweets and photos with
#RVABoxerBrief5K!
● Instagram: Share photo at end of the day: Thank you to everyone who came out today!
Richmond is helping to end fight against colorectal cancer, and looking fantastic while
doing it! #RVABoxerBrief5K
Saturday June 6.
● Twitter: Thank you to all who came out yesterday for #RVABoxerBrief5K! You
supported a great cause and wore some pretty fantastic undies.
● Instagram: Share event photo, caption: Thank you to all who came out for
#RVABoxerBrief5K yesterday! Don’t forget to share you pictures, we wanna see those
undies!
● Facebook: Share photo album from the event and post: Tag you and your friends in our
photos from #RVABoxerBrief5K yesterday!
Sunday June 7
Monday June 8
● Facebook: Share any media about the Richmond 5K
Tuesday June 9
● Twitter: Have fun at the #RVABoxerBrief5K? Check out our upcoming events at
<calendar link>.
● Facebook: Have fun at the #RVABoxerBrief5K? Check out our upcoming events at
<calendar link>.
Wednesday June 10
support the cause? Share your story with us and we will share! Just #HCB2 in your
Instagram post
Thursday June 11
Friday June 12
● Twitter: Do YOU love your butt? Richmond does! <YouTube link>

24
● Facebook: Share youtube video: Do YOU love your butt? Richmond does! <YouTube
link>
● Youtube: Share Do you love your butt? video filmed from Richmond 5K
Saturday June 13
● Twitter: Retweet if you love your butt!
Sunday June 14
Monday June 15
● Facebook: Share motivational quote
Tuesday June 16
● Twitter: Share information on upcoming event
● Facebook: Share info on upcoming event
Wednesday June 17
Instagram post.
Thursday June 18

26
Instagram Example Content
Twitter Example Content

28
YouTube Example Content
Facebook Example Content

29
About UPPR
Amanda Ake
Amanda will graduate this spring from Virginia Tech with a degree in
Public Relations. Throughout her collegiate experience she was a part of
the Virginia Tech Softball team. Upon graduation, Amanda will be taking
an Assistant Coaching job at Tallahassee Community College. Her
favorite thing about being a Hokie are the teammates she can now call
family, and that being a Hokie is something that lasts forever!
Laura Bauer
Laura will graduate this spring from Virginia Tech with a degree in Public
Relations, a minor in Art History and a cognate in Sports Marketing.
Throughout her collegiate experience she has served as an intern for
IMG Sports Marketing, USC Sports Information, Stay Gallery and
Orangewood Children’s Foundation. She also spent three years as a full-
time student athletic trainer for the Virginia Tech football team. This June,
Laura will start a full-time community relations internship with the San

30
Diego Chargers for the 2015/16 NFL Season. She is sad to leave the east coast but is so
grateful for all the great friends and memories she has made at VT!
Jordan Coburn
Jordan is a Junior studying Public Relations with a minor in Business
Leadership and a cognate in Marketing. This summer, she will be doing
marketing and PR for a non-profit organization dedicated to educating
players on the college recruiting process. In the fall and spring of her
senior year, she will be working for the athletic department as an events
intern as well. Her favorite part about Virginia Tech is the incredible
support of Hokie Nation and how beautiful campus is in the winter!
MaryKate Goff
MaryKate is a Virginia Tech senior graduating with a degree in
multimedia communication, with minors in marketing and theatre arts.
She is the current media consultant for the Lugano Study Abroad and
Linking Lives programs. Last summer she was a casting and
development intern with Discovery’s Animal Planet and TLC. She hopes
to continue working in television and film production and casting after
graduation.
Allison Leybold
Allison is a senior at Virginia Tech graduating with a degree in Marketing
Management and Multimedia Journalism. She worked for the past two
years as the Public Relations Chair on the Virginia Tech Relay For Life
Executive Committee. In the summer of 2015, she will be working as a
marketing intern for Orthopaedic and Spine Center in Newport News, VA.
Her favorite parts about being a Hokie are the lifelong friendships made,
the tight-knit community, and being able to raise over a million dollars with
thousands of Hokies at Relay For Life!
Pierce Sprague
Pierce is a sixth-year senior at Virginia Tech graduating with a degree in
Multimedia Journalism. He currently works as the General Manager of
WUVT-FM Blacksburg, an independent, nonprofit radio station serving
the New River Valley area. After graduation, he hopes to continue his
contributions to media by working in television and film production.

31
References
Ali, H. (2014, February 24). Twitter Analytics 101: The Beginner's Guide. Retrieved April 21,
2015, from http://www.omnicoreagency.com/twitter-analytics-101-beginners-guide
Bennett, S. (2014, June 3). How Many Millennials, Gen Xers And Baby Boomers Use
Facebook, Twitter And Instagram? [STUDY]. In Adweek. Retrieved March 3, 2015,
http://www.adweek.com/socialtimes/millennials-gen-x-baby-boomers-social-
media/499110
Colon Cancer Alliance (2015). Colon Cancer At-A-Glance. Retrieved March 2, 2015, from
http://www.ccalliance.org/colorectal_cancer/statistics.html
Duggan, M., Ellison, N., Lampe, C., Lenhart, A., & Madden, M. (2015, January 9).
Demographics of Key Social Networking Platforms. Retrieved April 22, 2015, from
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-
platforms-2
Gillett, R. (2014, September 25). The Best (And Worst) Times To Post On Social Media. In
Fast Company. Retrieved April 8, 2015, from
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worst-times-to-post-on-social-media-infograph
Herman, J. (2014, January 27). How to Track Your Instagram Analytics. Retrieved April 22,
2015, from http://www.jennstrends.com/track-instagram-analytics
Howe, N. (2014, September 4). The Millennial Generation, “Keep Calm And Carry On” (Part 6
of 7). In Forbes. Retrieved March 8, 2015, from
http://www.forbes.com/sites/neilhowe/2014/09/04/the-millennial-generation-keep-calm-
and-carry-on-part-6-of-7
Mayhew, B. (2014). Multigenerational Characteristics. Retrieved March 2, 2015, from
http://www.brucemayhewconsulting.com/index.cfm?id=20209
Patel, N. (2015, January 2). What are the Best Times to Post on Social Media? Retrieved
April 22, 2105, from http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-
post-on-social-media/?display=wide
Smith, C. (2014, August 17). Here's Why Instagram's Demographics Are So Attractive To
Brands. In Business Insider. Retrieved March 2, 2015, from
http://www.businessinsider.com/instagram-demographics-2013-12

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Sterling, G. (2014, July 15). Survey: Best Way To Reach Millennials Is On Social Media. In
Marketing Land. Retrieved March 8, 2015, from http://marketingland.com/survey-best-
way-reach-millennials-social-media-91241
Noyes, Dan. (2015, February). The Top 20 Valuable Facebook Statistics. In Zephoria.
Retrieved April 8, 2015, from https://zephoria.com/social-media/top-15-valuable-
facebook-statistics
Youtube Help. (n.d.). In Youtube. Retrieved April 8, 2015, from
https://support.google.com/youtube/answer/1715072?hl=en

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