MKTG365 SMM Midterm Project (Drexel University 2022)

1. North East
Nurturing
MKTG-365 Midterm SMM Project
American Dairy Association North East:

2. Meet the Team (Group 3)
Megan Chan Brianna Doyle
Julia Schroeder
Lara Le
Kyle Fulton

3. OBJECTIVES
01
Grow traffic to a newly
created website and grow the
followings for the
newly created social
channels.
02
Generate content that will
interest our target audience
and compel them to
engage with and share our
content.
03
Inspire passion for dairy
products.

4. SWOT Analysis: ADANE
• Financial resources available through
ADANE
• Experience in targeting said segment
• Strong social media presence
Strengths
• Information on website only
surrounds dairy and farming and is
not consumer-focused
Weaknesses
• Launching consumer focused brand
• Growing popularity of mom
blogs/communities
Opportunities
• Growing popularity of veganism
• Stereotyping moms and disregarding
other parental roles
• Competition of other mom/vegan blogs
Threats

5. Brand Identity
North East Nurturing aims to support moms and other
parents in all that they do to help be the best version of
themselves, both individually and for their families.
North East Nurturing

6. Mission Statement
As moms who also want the best for their loved
ones, our mission is to empower families in the
North East to live healthy lifestyles by sharing
recipes and resources that will entertain, inspire
and inform “Nurturers” through meaningful,
valuable, and mindful content created by like-
minded individuals to form a supportive
community.

7. Target Audience
Mom's in the North East
Region with Children
Living at Home
Demographic
Busy
Family-Oriented
Lifestyle
25-39
Age

8. Meet Jennifer
Lives in PA
Married, stay at home mom of 3
Enjoys cooking new meals for her family,
but is always stuck for ideas
Tries her best to stay healthy and
exercise, but struggles to find the time

9. Competitive Audit
&

10. Strategy for the First 3 Months of Launch
Create
meaningful, relevant,
and valuable content for
users
Branching out
to other influencers
and brands that
can increase credibility
Ex. Claire Saffitz from BonAppetit
Introduce a witty, relatable,
host who fits into persona
of our users and
will resonate with them

11. Blog (Social Publishing Zone)
Regular postings of:
• Recipes and cooking videos
• Listicles with Tips and Tricks
• Threads on health and wellness
• Cross posts on other social media
platforms
Using SEO and Google Analytics to
ensure that the brand is putting out
the right content and is reaching the
right people

12. Facebook (Social Communities Zone)
• Livestreaming recipes
• Reposting user generated-content
posts (trying recipes, following
tips, visiting places)
• Highlights/teasers of blog posts to
get people to go to the blog

13. Instagram (Social Communities Zone)
• Live videos of recipes , and save to
IGTV
• Reposting "nurturers" content
• Trying recipes, tips, or activities
• Posts of motivation
• Text graphics and photos
• Highlights/teasers to get people to go to
the blog
• Stories – polls, question boxes to
encourage engagement and interaction
with users

14. YouTube (Social Publishing Zone)
• Recorded videos of past
livestream videos
• Videos of recipes and other
health and wellness content
• YouTube shorts of sneak-peaks

15. Content Calendar

16. Ensuring Our Content Reaches Target Audience
01
Creating and sharing useful and
relevant content
02
Using targeted advertising
03
SEO: Keyword Research & Guest-
Posting

17. Tools/Resources

18. Measuring Success in First 3 Months
Increase in web traffic (reads, views,
visits, likes, and comments)
Where are readers coming from?
What are their interests?
Tracking and Analytics
Likes, follows, impressions, views
Demographics of those users
Engagement on Social Media
Tracking/
Analytics
Social
Media

19. Focus After Launch – After First Three Months
Add more features onto site to engage other audiences
1
Email Subscription/Marketing Campaign
2
Partner with big-named brands influencers
3
Facebook Group implementation - "Nurturer Community"
4

20. CREDITS: This presentation template was created
by Slidesgo, including icons by Flaticon,
infographics & images by Freepik
THANKS
DO YOU HAVE ANY QUESTIONS?
NAME HERE
Please keep this slide for attribution
Thank you for your
time &
consideration!