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Final Presentation April
- 1. Passing Petals Final Project Sabrina Reznik Jacqueline Levy Julietta Kijek Emily Suarez Team Leader Gather Stories Insights/ Data Analytics Content Creation Overlook Socials
- 2. Design/Branding Branding ❀ Mental health has a huge impact on one’s physical state ❀ Represent hope & happiness. ❀ Medical logos/symbols Issues ❀ Partnering with local flower shops Future Strategies ❀ Improve daily interactive stories ❀ Boost posts through ads ❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀❀
- 3. Consumer and Competitive Research Logical emotional reptilian ❀ Spring ❀ Colorful ❀ Smell nice ❀ Pretty to look at ❀ Comfort ❀ Happiness ❀ Love ❀ Romantic ❀ Heartwarming ❀ Increase in mental health ❀ Wanting to feel loved and safe
- 4. Content and SEO ❀ We used Hashtags in almost every post to increase engagement ❀ Each Hashtag corresponded to the post. This ensured we got our point across to our target audience.
- 5. ❀ Facebook & Instagram - Landing pages ❀ Google Forms for story submissions ❀ More faces, less logos/stock photos! Moving Forward ❀ Invest in video production ❀ Daily interactive stories Use of Social Media
- 6. ✿ Heartfelt Stories ✿ Fun Facts ✿ Volunteer work
- 8. Dashboard - Accounts Reached
- 12. Goals Achieved Defined goals ✿ 100 followers on instagram ✿ Work with 8 flower shops in the miami area (circling between the shops) ✿ Measured by metrics ✿ Instagram goals were achieved ✿ Flower shop goals were not missed, but they were replaced as we have found success in working with publix and trader joe's. Future goals ✿ Reaching 300 followers by the end of summer ✿ Getting a partnership with a local grocery store or flower shop in order to mutually benefit
- 13. Team Management How was the team organized? ✿ Calendar ✿ Weekly texts Organizational Challenges ✿ Making sure posts were up based on calendar dates ✿ When weekly texts and good communication implemented all was well
- 14. Any Questions?
Editor's Notes
- We know one’s mental health has a huge impact on one’s physical state and recovery speed Studies have shown that when someone receives a flower or any kind gesture, their moods drastical improve, helping them recover quicker. Our brand and positioning has definitely gone through major development changes throughout the semester. after some feedback, we finally decided to focus on hospital patients to help narrow our target audience and spread a more hopeful message instead. How did you create design elements that support your brand/position? → We incorporated a pink cross and the caduceus (kadooshias) medical symbol in this flower bouquet to signify that we’re helping hospital patients through flowers. What kinds of problems and solutions did you encounter with your brand? → Partnering with flower shops and finding local ones that were willing to work with us was probably our most difficult task. We expanded our search and looked for support with nearby grocery stores as well, like Publix & wholefoods and they were more than happy to help our cause. What are the future plans to create more brand engagement? → Our plans for future brand engagement consist of promoting our posts through paid posts. Instagram advertises your posts to pages that share similar interests and use the same hashtags. This would really help us find more donors and allow us to grow our support base
- Consumer and Competitive Research · Discuss the logical and emotional findings from your consumer research. Survey Started off logical - what feelings/words come to mind when you think of flowers/receiving flowers Respondents listed off adjectives (smells good, comforting, warm, etc.) Asked to tell a story of a time when a loved one gave them flowers when they were in a difficult place Similar stories - increase in mental health, felt loved People could definitely connect with our stories and the way we go about posting other’s stories · What changes were suggested as a result of your consumer research? Logo change - too bridal/funeral home so added medical symbol Changed what we post to become more reptilian - more real pictures and videos, occasionally infographic type posts · If you were to create a larger research project, what issues would you address? · What did your competitive research tell you about how to execute your strategies? Focus more on posting people’s stories and real photos
- Examples of posts that did well · How did you decide which content to include? Research as mentioned on previous slide Wanted a mix of different posts to keep feed interesting and engaging · What kind of scheduling and planning did you do? How did the team function? Had specific posting days - usually tuesday, wednesday, thursday, and saturday/sunday Each person was responsible for posting different things Me - stories and my about me, emily - infographics, sabrina - videos Everyone posted about me page · Show us examples of content that supported your brand and position. · What kinds of content proved to be successful or unsuccessful? A lot of posting pics of real people and interactive content · Did you steal content ideas from others? What kinds? We started off using a lot of stock photos because we wanted to hide patients identities but our videos of us ended up doing really well · Did you select and use different content for different social media platforms? SEO Used hashtags to boost SEO and posts Once we started using hashtags our reach and engagement significantly increased SEO and scroll thru Instagram
- We had a facebook page but received more engagement on instagram so we decided to focus more Instagram proved to be most effective. We received more engagement on instagram over facebook. We decided to apply more focus on our instagram page and it gained awareness quickly. What did you learn about social media from this exercise? —> WE learned that supporters enjoys the more real-life, “in the moment” photos and really engage with our more colorful posts Going forward, what kind of social media marketing campaign would you put in place if you had an actual budget to work with. If we had a legitimate budget to work w, we think we would benefit from investing more in our video production and photo opportunities so that we can share heartfelt moments
- How did you integrate your campaign into social media? These are some examples of some posts. We were able to share content in a bunch of different ways. We posted flowers donors, behind the scenes pics of some volunteers, fun fact about flowers provided something fresh and different just to mix it up a little and keep our supporters engaged. These were our most popular posts that helped send our message. Heartfelt stories received the most attention We provided engaging content through fun facts, heartfelt stories and our holiday posts for easter and passover
- Though out the project, I would modify our dashboard to see different results. For example, at the end of every month, I would check to see our progress through the past 30 days. But, at the end of every week, I took a closer look to see how we were doing within the past 7 days. I always repordted back to the group what I found so we could edit what we were posting on our platform to have the greatest opportunity of success with our target audience. Going in from a larger view of 30 days and then seeing a close up view of the past 7, I was able to gather different information. I would see that over a 7 day period, our followers didnt increase as much as they did over a 30 day period.
- As we just saw, the main insights I gathered regarded accounts that we reached, accounts that we engage with, our total follower growth, and the content we shared (how it was doing / are people engaged). By looking at this, I made sure that I covered the height, width, and depth of all of our metrics. Height: How much is the brand talked about and where are the conversations occurring. The sum of all blog posts, forums, videos, photos, web pages, and social networking Width: How is the brand shared and interacted with? How widely is your brand conversation being engaged with and shared? Depth: Is the message on target with marketing objectives? Is the message sentiment positive, negative, or neutral? As we know, to break past the wall is the hardest as its hard to put a number on it. So, in order to break through the emotional wall, we made sure to post stories that resonated with our audience. We also tried to show people’s faces because I knew that thats what our audience liked to see the most