As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies. CREDITS Client: Pacific Whale Foundation Project Director: Julian Gamboa Project Manager: Berklee Welsh Project Team: Shannon Balan, Jenine Elkady, Varsha Kumar, Shikha Patel, Sean Reyes

2. Meet The Team
Team Lead
Varsha Kumar
Project Manager
Berklee Welsh
Project Director
Julian Gamboa

3. Meet The Team
Team Member
Jenine Elkady
Team Member
Shannon Balan
Team Member
Sean Reyes
Team Member
Shikha Patel

4. Executive Summary
❖ Organization Mission
❖ Campaign Goals
❖ Recommendation Strategies
❖ Risks & Mitigations
❖ Conclusion

5. Our Mission
“Pacific Whale Foundation’s mission is to
protect our oceans through science and
advocacy. We accomplish this through
our ongoing research, education, and
conservation programs.”

6. Campaign Goals
Drive omnichannel
content engagement
Educate audience on
whale preservation
Create a linear theme
across channels
Increase online
donations

7. Current Metrics
Facebook
Instagram
263,704 likes
19,103
check-ins
8,670followers
709posts
Youtube
347subscribers
147videos

8. Recommendations

9. Omni-Channel Strategy: #1 - Youtube
● GoPro videos
● Link videos to
Facebook pages
● Hype video
releases on
Instagram and get
people to watch
via link in bio

10. Omni-Channel Strategy: #2 - Facebook
● “Adopt a Whale”
albums - find a sponsor
for each whale
● Use Livestream
● Weekly interactive
posts - Tuesday Tips
on how to help
● Use the poll feature to
gain consumer insight

11. Omni-Channel Strategy: #3 - Instagram
● “Whale fact of the
day” stories
● Post pictures of whale
murals
● Tag @’s to be featured
on our page
○ Choose one winner every
3 months to be featured
on FB and get free tour

12. Risks and Mitigations

13. Conclusion
Interact
more with
audience
Use more
available
digital
features
Make the platform more fun and
form a light-hearted theme