The document outlines Eyedart Creative Studio's (ECS) social media plan created by Cardinal Communications Digital Team. It includes an introduction to ECS, current social media status, things ECS cares about, past clients, key publics and messaging. It then provides detailed proposed strategies and sample posts for Facebook, Twitter, Instagram, Pinterest and Vine to increase followers and engagement over a 3 month period. The goal is to raise awareness of ECS's new website, services and portfolio to gain new clients.

1. Eyedart Creative Studio Social Media Plan
Cardinal Communications Digital Team
Director: Shanice Graves
Coordinators: Katie O’Neil, Serria Thomas, Meagan Hook,
Danielle Savich, Kelsey Kellams, Annie Olesh

2. Table of Contents
1. Cardinal Communications and Eyedart Creative Studio Contract
2. About Eyedart Creative Studio
3. Current Social Media Status
4. Things Eyedart Creative Studio Cares About
5. Past Client Information
6. Key Publics and Messaging
7. Facebook + ECS
8. Twitter + ECS
9. Instagram + ECS
10. Pinterest + ECS
11. Vine + ECS
12. Analytics
13. Design Example
1

3. Page 1 of 2
412 East Purl Street
Goshen, Indiana 46526
eyedart.com
CARDINAL COMMUNICATIONS
Taylor Imus, Director of Client Relations
Shanice Graves, Digital Director
Eyedart Creative Studio Social Media Campaign
December 26, 2013
Prepared by: Grace Bonewitz, Eyedart Creative Studio. Contact Grace via email at
grace@eyedart.com or mobile/text at 574-536-8899.
Timeframe
January 6 – April 30, 2014
Background
For more than 16 years, Eyedart Creative Studio (ECS) has been involved in graphic and web
design, community development, event planning, and public affairs projects. The owners,
Ben Stutzman and Gina Leichty, have grown the company clientele, and to date have not
had any employees, instead using freelancers as needed. In order to have smart growth,
ECS chose not to take any new accounts from 2011 to 2013.
In November 2013, ECS brought on public relations professional, Grace Bonewitz as project
manager and made a commitment to re-brand, restructure the organization, and prepare
for expansion in 2014.
Social Media Strategic Plan
The Challenge
To date, ECS has had minimal social media exposure. The old saying that “the mechanic’s
car is the last to be worked on,” rings true when it comes to ECS. Their website, logo and
social media presence was last in line to be worked on, while they helped other companies
and organizations brand themselves.
ECS has partnered with Cardinal Communications Digital Team to develop a social media
campaign brand and then tactical plan, followed by implementation and tracking. ECS
wants to utilize CardComm’s creativity and innovative ideas to produce the best plan
possible.
Goal
The goal of ECS’s Social Media Campaign is to raise awareness of the company’s new
website, expanded services, and solid portfolio/track record, ultimately gaining new clients.
Objective
In an effort to engage new clients and raise brand awareness, Eyedart Creative Studio will
work in partnership with Cardinal Communications to implement a social media campaign
from January 6 – April 30, 2014 where the following five accounts each have a 50 percent
increase.
• Twitter
o From 67 followers to 134
o Website launch tweet(s) retweeted ten times
2

4. Page 2 of 2
o Create applicable lists such as:
! Northern Indiana PR/Comm agencies
! Indianapolis Comm agencies
! Chicago Comm agencies
! St. Louis Comm agencies
! Goshen community
! Branding, PR, Design
! Community Development
! News/Media (outlets, reporters, etc.)
o #EYE14 or other defined hashtag be a trending topic in Northern Indiana at
least once
• Facebook
o From 116 likes to 232
o Website launch image shared ten times
o Engage community via online competition or game.
• Pinterest
o From 52 followers to 104
o Create applicable new boards with a minimum of 15 pins each
• Instagram
o Create account and obtain 50 followers
o Engage community via online competition or game.
• Eyedart Creative Studio’s blog
o Write weekly blog with a corresponding branded ECS image
Dates and notes of importance
• Jan. 15: ECS’s new website goes live
• Jan. 20: Martin Luther King, Jr. day
• Jan. 30: Open House at LaunchPad Goshen (co-working space in downtown
Goshen that Eyedart uses for its office space, and also manages)
• Feb. 7: First Fridays in Goshen, “Sweet Indulgence” (ECS manages this program)
• Feb. 13: Downtown Goshen, Inc. party (client of ECS)
• Feb. 14: Valentine’s Day
• Feb. 17: President’s Day
• March 5-9: Grace Bonewitz presents thesis at International Public Relations
Conference in Miami
• March 7: First Fridays in Goshen, “Live and Local” (ECS manages this program)
• April 4: First Fridays in Goshen, “Green Day” (ECS manages this program)
• April 22: Earth Day
• Three Degrees Goshen Meetup (monthly dates TBD)
Things ECS cares about
• Community development
• Collaboration + Creative thinking
• Good design + Pantone colors
• Reduce, Reuse, Recycle
• Good food, wine, beer + Vegetables and exercise
• Local stores and restaurants + Entrepreneurs
• Innovative technology
3

5. 234 South Main Street
Goshen, Indiana 46526
tel: 574.312.5677
eyedart.com
OUR STORY
Eyedart Creative Studio was born in San Francisco in the mid-90s when fine arts painter and graphic
designer, Ben Stutzman desired a creative outlet beyond his 9 to 5 office job. His first project was creating
illustrations for a children’s book, and as his popularity grew, he was invited to display his artwork in
restaurants and cafes in the Bay Area. His first exhibition was at Jones Hall, a law firm in San Francisco’s
Financial District.
An Indiana native, Ben moved back to Goshen, Indiana, in 1999 and began focusing on web design and
development. At this time, Gina Leichty came on board as partner, expanding the Studio’s expertise in
communications, non-profit and community development, and government affairs. The partners officially
incorporated Eyedart Creative Studio (then known as Eyedart Studio) in 2004.
In 2005, Eyedart branded and launched the Goshen Open Studio tour, which gave area artists the
opportunity to invite the public into their workspace, sell artwork, and gain exposure in the community. The
bi-annual tour progressed into developing Downtown Goshen, Inc. and its highly successful First Fridays
program, which has an economic boost of more than $1.5 million annually through consumer spending
alone.
As Eyedart’s clientele expanded, Grace Bonewitz joined as partner in 2013 after eight years in the public
relations field. She brings a passion for strategic planning, branding, and relationship management to the
Studio team.
What does “Eyedart” mean?
To be honest, it’s a nonsensical word that could mean anything.
OUR SERVICES
design + multimedia
web design + development • video production • mobile app development • photography • social media •
illustration • logos • photography • e-commerce
advertising + marketing
branding • e-newsletters • publicity campaigns • research + surveys • media buying
public relations + communications
community development • consumer engagement • employee communications • public affairs • content
development • press releases • copywriting • résumés + personal branding
event management
logistics • permitting • registration + payment • sponsorships • vendor coordination • volunteer coordination
OUR MANTRA
Collaboration is fun and the secret to discovering untapped potential. Not everyone has the time, energy, or
finances to maintain a full-time creative team. Eyedart connects you to the resources you need but you think
you can’t afford. Wherever we live, we give; and, we’re not afraid of hard work.
4

6. RELATIONSHIP EQUALS GOOD BUSINESS
Let’s face it; business and economic development is tough work. You get sweaty, you get tired, and your
work may often go unnoticed, or have little to no results. Successful, innovative companies use four
essential elements: relationship management, respect for and use of history, action-oriented planning, and
creative collaboration. These ingredients mixed together, sans ego, will increase consumer spending,
improve your business structure, and ultimately attract your key stakeholders in a competitive market. We
call it the use of Creative Strategy.
creative strategy
Relationship Management. We take the time to get to know you – your successes, your failures, and
everything in between.
Respect For And Use Of History. History shapes each person’s present perspective, and therefore needs to
be used to find answers to your existing problem or opportunity.
Action-Oriented Planning. We attract your stakeholders by using a strategic plan, implementation process
and then bring it full-circle with data tracking.
Creative Collaboration. Our creative group builds your project ensuring brand consistency and proper
positioning.
WHO WE ARE
ben stutzman, art director
Ben is the founding partner of Eyedart Creative Studio, which he created in 1995 in order to incorporate fine
art and design into web and graphic design work. Ben capitalizes on the integrated knowledge of both art
and technology to create unique, effective designs. Ben has his Bachelor of Arts in Fine Art from Goshen
College.
gina leichty, communications
Throughout her career, Gina has worked in both the public and private sector, developing successful
marketing strategies for large corporations, municipalities, and individual clients. Gina has extensive
experience managing marketing and community development projects. Gina was the co-founder of
Downtown Goshen, Inc. and developed the city’s highly successful First Fridays program. Gina has her
Bachelor of Arts in English from Goshen College.
grace bonewitz, project manager
Grace has extensive experience in communications, research, strategic planning, public relations, and
program coordination. She was formerly the Director of First Fridays for Downtown Goshen, Indiana, along
with Director of Public Relations for Onesimus International Corp. and Ball State University’s College of
Communication, Information, and Media. Grace brings energy, creativity, and careful follow-through to her
work as a project manager.
Grace received her Master of Arts in Public Relations from Ball State University. Her thesis focused on
downtown public relations strategies utilizing the creative class theory, place making/destination branding
techniques, and relationship management efforts. She has been invited to present her research at the
International Public Relations Research Conference in 2014. She also has a Professional Certificate in
Community Engagement and Bachelor’s Degree in Organizational Leadership.
our creative class group
We collaborate with the best of the best designers, developers, social media experts, marketers, writers,
photographers, and innovators who share our passion for helping businesses reach their full potential. If we
don’t know how to solve something ourselves, we definitely know someone who will.
5

7. current social media status
As of January 30, 2014
Facebook Fans: 224
Twitter Followers: 91
Instagram Followers: 20
Pinterest Followers: 56
6
Things ECS cares about:
Community development
Collaboration + Creative thinking
Good design + Pantone colors
Reduce, Reuse, Recycle
Good food, wine, beer + Vegetables and exercise
Local stores and restaurants + Entrepreneurs
Innovative technology

8. Things ECS cares about:
Community development
Collaboration + Creative thinking
Good design + Pantone colors
Reduce, Reuse, Recycle
Good food, wine, beer + Vegetables and exercise
Local stores and restaurants + Entrepreneurs
Innovative technology
7

9. Most of our clients are located in Elkhart County. Our goal for 2014 is
to expand into larger Midwest cities such as Indianapolis, Chicago, De-
troit, Grand Rapids, Kalamazoo, Milwaukee, Louisville and St. Louis.
We are also finding traction in consumer products, promotion, branding and strategic planning.
Another goal of ours, which may be helpful for your team to understand, is that we have extensive
experience in downtown community development. We plan to package our destination marketing
service as a workshop and consulting service for other similarly-sized cities.
• Wieland Designs
• Everence
• Keystone RV Company
• Goshen Theater
• Greenlight BTS
• Council on Naturopathic Medical Education
• Habitat for Humanity of Elkhart County
• Goshen College
• Lucid Energy
• Downtown Goshen, Inc.
• Spacious Heart Yoga
• Constant Spring
• Genesis Doors
• Goldmine Pickers band
• Nappanee Window
• Goshen Democrat Committee
• City of Elkhart
• City of Goshen
• LaCasa, Inc.
• Downtown Elkhart, Inc.
• Northern Indiana Tourism Development Council
• Elkhart County Convention & Visitors Bureau
Past Client Information
Clients:
8

10. Key Publics
Potential Clients from the Indiana area or Midwest
Past Clients
Involved Goshen Community Members
Competing communications agencies within the Midwest
Local Media and News Outlets in the Midwest Areas
A creative studio obsessed with using collaboration as a means to
discovering your business’s untapped potential.
Messaging
1.
Let’s face it; business and economic development is tough work. You
get sweaty, you get tired, and your work may often go unnoticed, or
have little to no results. Successful, innovative companies use four
essential elements: relationship management, respect for and use of
history, action-oriented planning, and creative collaboration. These
ingredients mixed together, sans ego, will increase consumer spending,
improve your business structure, and ultimately attract your key
stakeholders in a competitive market. We call it the use of Creative
Strategy.
2.
We collaborate with the best of the best designers, developers, social
media experts, marketers, writers, photographers, and innovators who
share our passion for helping businesses reach their full potential. If
we don’t know how to solve something ourselves, we definitely know
someone who will.
3.
“We motivate people to act.”4.
9

11. 10
facebook and ecs
1. Promotional Video
Record a close up promotional video that highlights the social media and online presence of Eyedart Creative Studio. The vid-
eo would showcase them posting a tweet, scrolling through their facebook page, pinning something of interest on Pinterest,
reading a blog post, taking a picture and posting it on Instagram.
Camera Shots:
• Go to twitter.com → Logged onto @EyedartStudio → Typing in a tweet → Posting the tweet
• Go to facebook.com → Searching Eyedart Creative Studio → Reading over the About → Clicking Photos/Albums →
Looking through Scenes from a gallery Album → Scrolling down timeline
• Go to pinterest.com → Search for Eyedart Creative Studio (Click Pinners) → Click on a board → scroll down board
• Go to Instagram on a iphone → go to explore → type in Eyedart Creative Studio → Scroll down instagram feed
2. Promotional Contest
Implement a contest that will include a post on Facebook that states: “Share this and be eligible to win _______ from our cli-
ent, _________. To be consider within the contest each Facebook user must “like” Eyedart in order to win. Prize ideas could be
items from your clients, or Eyedart Creative Studio merchandise.
3. Photo Album
Create photo album for each team within Eyedart that features pictures of each member including small biography. Each
picture will include responses to the following questions:
1. What does Eyedart mean to you?
2. What is your favorite thing about working for Eyedart Creative Studio?
3. Describe yourself in one sentence.

12. 11
TWITTER AND ECS
1. Where Does Your Eye Dart? Photo Campaign
Post pictures on Twitter of various creative and graphic designs. Ask followers where their look first when first witnessing that
particular design. The tweets will include the hashtag, #TheDart14
Tweet Drafts:
1. Here’s a chance to for us to hear from you. When you look at this photo, where does your Eye Dart? Tweet
us your thoughts! #TheDart14
2. Are your eyes #dartingaround this image? Tell us where they land first! #TheDart14
2. Website Launch Article
Post a Buzzfeed article on 5 things you need to see on Eyedart’s new web site. This could be connected on all social media
platforms. There could be funny gifs and memes below each of the items on the list in order to keep the page entertaining and
for viewers to be interested.
3. Graphic Designs
Post creative graphic designs or images with the Eyedart Creative Studio logo hidden within the image. Twitter followers could
respond to the tweet indicating where the logo is within the image.
4. Connect the Dart Twitter Campaign
Employees of ECS could tweet photos of them when traveling to different locations outside of Goshen using the hashtag
“#DartStop”. The @EyedartStudio twitter account would post the tweets mentioning that specific employee to create interac-
tion between clients and ECS. This campaign will be directly connected a with Pinterest board.
Tweet Drafts:
1. Eyedart Project Manager, @gracebonewitz traveled to Chicago to meet with our newest client @________.
Check her out by the bean! #DartStop
Potential Twitter Hashtags:
#TheDart14 = For the rebranding of Eyedart including new website and new clients
#DartingAround = For promotional purposes that showcase the ECS environment
#DartStop = For travel purposes and highlighting local places/momument
#StartwithDart = For potential clients and promoting ECS

13. Instagram AND ECS
1. Eyedart Memes
Design funny and creative memes that include current employees of ECS.
2. Scenic Photos
Post quality and scenic photos of scenery surrounding the Goshen community. Include the Eyedart Creative Studio logo.
3. ECS Interest Infographics
One day a week, ECS will post an infographic highlighting a company interest. The infographics could include the following
topics: Community development, collaboration + creative thinking, good design + pantone colors, reduce, reuse, recycle,
good food, wine, beer + vegetables and exercise, local stores and restaurants + Entrepreneurs, innovative technology. There
will be a focus on health and wellness.
4. Designed Quotes
Post a creatively designed quote one day a week. Each post will include the hashtag, #EyeBelieve Each post can also be
simultaneously used for Facebook.
12

14. Pinterest aND ECS
1. Fitness Pin Board
Create a new pin board that focuses on fitness. Use twitter to promote the board while using the hashtag #FitJanuary.
2. Activity/Interest Boards
Create a new pin board highlighting activities and interests of Eyedart Creative Studio. There will be a board for cars, First
Fridays, Clients and public relations. Ex. First Friday: Sweet Indulgence board
3. Eye Spy Pin Board
Create a “Eye Spy” pin board that has pins highlighting places Eyedart is connected to. The board will contain a map of an area
related to different things/locations that Eyedart has worked with in that area. For example if the board is Eye on St. Louis the
board would have a map of the St. Louis area with pins that are Eyedart related in St. Louis.
4. Events/Conferences Pin Board
Create a board for different conferences or events that ECS has attended to pin things from the conference. There is a possibly
to make this a community board to hand out business cards with instructions on getting invited to post on that board.
13

15. VINE aND ECS
1. Create a Vine
Create a Vine highlighting the daily activities and functions of Eyedart Studio. Vine videos could be centered around Eyedart
employees going to/into/through their clients’ offices. This will feature not only ECS but also the work they do for their clients.
It could feature the success of their clients or the things they have produced for their clients. There should be atleast one vine
video a day of someone in the office performing a task or dealing with a client, to show productivity.
Vine/Twitter Hashtag:
#DartingToWork
14

16. Analytics
ECS will use a basic analytic system hosted through a Hootsuite
account. To begin, the measurements will focus on an increase
in Facebook page likes, and increase in Twitter followers, and
increase in re-pins, and an increase in Instagram followers.
15

17. DESIGN Examples
SUM
WHOLE
The
WHOLE
is greater than the
SUMof its parts.
-Aristotle
We
LIVEhere, so we
GIVEHERE.
to be a
not
creatorcreator
IT’s
IMPORTANT
merely a
consumer.16