Successfully reported this slideshow.
Your SlideShare is downloading. ×

PDX Women's Expo Foundation Social Media Campaign

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Upcoming SlideShare
Younique Content Strategy
Younique Content Strategy
Loading in …3
×

Check these out next

1 of 20 Ad

PDX Women's Expo Foundation Social Media Campaign

Download to read offline

A social media marketing plan designed to build the brand presence of the Portland Women’s Expo on their social media platforms, though the incorporation of a new hashtag, #pdxwomensexpo, #pdxtatfessions.

A social media marketing plan designed to build the brand presence of the Portland Women’s Expo on their social media platforms, though the incorporation of a new hashtag, #pdxwomensexpo, #pdxtatfessions.

Advertisement
Advertisement

More Related Content

Recently uploaded (20)

Advertisement

PDX Women's Expo Foundation Social Media Campaign

  1. 1. Portland W men's Expo SOCIAL MEDIA MARKETING PROPOSAL 2016 A social media marketing plan designed to build the brand presence of the Portland Women’s Expo on their social media platforms, though the incorporation of new hashtag, #pdxwomensexpo, #pdxtatfessions. By: Sara Kirkpatrick Portland State University CEPE Spring 16’
  2. 2. Content ! Brand Footprint ! Social Platforms ! SWOT Analysis ! Platform Maintenance ! Action #1 ! Action #2 ! Social Media Campaign ! Campaign Objectives ! Mind-Space Calendar ! Questions
  3. 3. Main Account facebook.com/pdxwomensexpo 3,951 Likes Main Account youtube.com/pdxwomensexpo 1,500 Views Main Account twitter.com/pdxwomensexpo 241 Followers 441 Tweets Website Main Account: www.pdxwomensexpo.com The Portland Women’s Expo Foundation is an non-profit organization. Our ultimate goal is to build a resource center for women to help them gain resources to successfully sustain themselves and their families. This campaign is formally referred to as “Building Hope”. Brand Footprint
  4. 4. ! Content is derived from social sharing ! Limited unique images/video ! Social shout-outs to sponsors and event vendors ! Content surrounds vendor sponsorships, events, re-sharing, and giveaways Facebook
  5. 5. ! Content is derived from Facebook status feed ! Features automatic postings from Facebook ! Few tweets with images/video ! Tweets contain over 140 characters ! Content surrounds vendor sponsorships, events, re-tweeting, and giveaways Twitter
  6. 6. Strengths ! Large amount of cultural awareness around brand ! Creates a memorable event ! Strong brand loyalty ! Over 3,900 followers on Facebook Weaknesses Opportunities Threats ! Lack of presence on Instagram, followers are trying to connect ! Lack of social media links ! Overly repetitive posts on Twitter and Facebook ! Non-working YouTube links on platforms ! Lengthy ‘about’ section on Facebook ! Social media presence consistency ! Use social media to crowd-source ideas for new products/ collaborations ! Create brand loyalty by connecting with meaningful/ trending content ! Offering social media marketing to donors/vendors ! Social media Pinterest/ Instagram ! Locals becoming bored with brand and content on social media ! Missed opportunities with social media demographic specific markets SWOT Analysis
  7. 7. ! Update profile photo/cover photo (incorporate business mission/logo) ! Choose a consistent profile image to use on all of social platforms ! Update YouTube Link on page ! Update ‘about’ section with a concise version of mission statement and company bio ! Include website link in ‘about’ section Platform Maintenance Separate Forum for Vendors • Reviews, Comments, Q/A, Ratings Create Instragram Account • #pdxwomens expo Incorporate Social Media Links • Website • Blog
  8. 8. ! Create signs that vendors/ donors can hold to show spirit for PDX Women’s Expo ! Interview with quotes surrounding event excitement ! Photos of donors/vendors at their business locations ! Exclusive insight to products and features that they will be bringing to the show Post Exclusives: Interviews and photos of donors & vendors! Platforms: Facebook, Twitter, and Instagram #I PDXWOMENSEXPO Proud Sponsors of the Portland Womens Expo! Action #1
  9. 9. #MotivationalMonday • Share inspirational quotes to start off the work week #TipTuesday • Be the expert in your industry, use today to share your knowledge and advice #WomenCrushWednesday • Show the beautiful ladies you’re in love with and admire #ThrowBackThursday • Share old photos #FollowFriday • Highlight and tag other people or brands worth following! Great for making connections Participate in trending weekday #Hashtags! Platforms: Facebook, Twitter, and Instagram Action #2
  10. 10. FACEBOOK TWITTER Best times: 1-4pm (highest average click rates) Best Times: 1-3pm (Monday through Thursday) Wednesdays @ 3pm peak time Mon-Thurs @ 9-3pm peak time   Worst times (weekends before 8am and after 8pm) Worst times (Every day after 8pm and Friday after 3pm) Photos generate higher engagement (53% more likes & 104% more comments) Photos generate higher engagement (48% more retweets) #MotivationMonday #TipTuesday #WomenCrushWednesday #ThrowBackThursday #FollowFriday or #FF Social Media Calendar
  11. 11. Target Audience According to a Portland Women’s Expo demographics report, their reach is spread out between women 18-65+ years of age in Oregon. For the purposes of this campaign, the target demographic will be focused on women ages 18-35. A New Social Media Campaign Target Audience Age Psychographics Behavioral Habits Portland, Oregon Women 18-35 Lifestyle Motivated Individualistic Active on Social Media Meet Jessye! • Portland, Oregon Local • Independent Sales Director • 1,795 Followers on Facebook
  12. 12. Upload a photo or take a selfie showcasing your tattoo confessions for a chance to win great prizes in our Tattoo Confessions of a Portland Woman As Portland women, we are an individualistic community proud of our ability to transform pieces of our souls into beautiful tattooed art. Upload a photo or take a selfie showcasing your tattoo confessions for a chance to win great prizes in our #pdxtatfessions exclusive Portland Women’s Expo t-shirt contest running Mar 01- Mar 31, 2017. VIEW CONFESSIONS GALLERY MORE INFO RULES PRIZES HOME #PDXTATFESSIONS Portland Women’s Expo Tattoo Confessions Proud Lion Tattoo ConfessionsUnconditional Love Tattoo Confessions WHAT’S YOURS? Tattoo Confessions Strength Tattoo ConfessionsGramma
  13. 13. Overview Platforms: Facebook, Twitter, and Instagram Tattoo Confessions of a Portland Woman T-Shirt Contest Upload a photo or take a selfie showcasing your tattoo confessions using the #pdxtattooconfessions on social media. Answer the following questions (140 characters max). 1. When and why did you get your tattoo? 2. What 4 words describe your feelings when you look at your tattoo(s)? The hashtag, #pdxtatfessions will be associated with the sharing of photos within this campaign. Rules: Duration: The contest duration will run Mar 01 to Mar 31, 2017. * First 200 entires will appear on T-shirts and/or features online an inn printed materials. Winners: Two Winners will be selected using social media voting. Winnings will include a free t-shirt and admissions into the event and a Hawthorne Ink tattoo gift card.
  14. 14. www.pdxwomesnexpo.org/pdxtattooconfessions My most inspired tattoo is on my back. When I was 20 I was diagnosed with Arnold Chiari Malformation and had to have brain surgery. I got the tattoo to remember to always be strong and graceful. Its purple because thats the color of the Chiari Awareness ribbon. Honestly, I have so many tattoos now that I forget I even have them sometimes but at the time it made me feel strong and in control. Three words: overcomer, inspirational, strong :) GratefulForgiveness Tattoo Confessions of a Portland Woman Tattoo Confessions Get a FREE bumper sticker and support the Portland Women’s Expo Foundation. Send me a Bumper Sticker TATTOO CONFESSIONS CONTEST ABOUT THE FOUNDATION DONATE CONTACT US In 2015, I got my sacred heart. The reason I got this is because I am a Catholic; it reminds me of what God gave up for me. It symbolizes the love and sadness Jesus endured. When I look at this piece I feel loved, forgiveness and pride.
  15. 15. Social Media Campaign 2016/ Content Regina Renee nnnn Regina Renee’s post. Huge shout out to Regina Renee. Thank you so much for sharing your beautiful ink with us, we can’t wait to see you at our 2017 event this coming year! Best of luck on your entry - voting will be happening soon. Don’t forget to showcase your ink for win a chance to win our grand prize. Just use our hashtag: #pdxtatfessions Many years and tears came before this tattoo. The music symbol signifies empowerment, love, and my ability to communicate through music things that are so hard to say in regular conversation. Inked: 12/13/2012 #pdxtatfessions #strength #Independence I picked this word because that's how I want to remember my journey with my Elias. The ink was carefully woven with some of his ashes; and the way the text “beautiful” is written and its’ placement is a constant reminder that nothing has to be perfect, to be beautiful. Three words for this one are beautiful, open minded, and peaceful. pdxwomensexpo.org Thank you for sharing your powerful journey @Mistyrose, you’re one of our top two finalist for our Tattoo Confessions T-Shirt Contest. We look forward to meeting you at our show on April 1st. #pdxtatfessions
  16. 16. Social Media Campaign 2016/ Sample Front Portland Womens Expo 2017 Back Additional Benefits: The first 200 #PDXTATFESSIONS entries will be printed on t-shirts which will be available for purchase at our event!
  17. 17. Campaign Key Objectives 1. Increase Exposure in Women 18-35 by 15% 2. Increase Social Followers by 10% 3. Increase Interactions by 25% KPI’s • Produce and release one engaging and “new” post every week. (Examples include: Tattoo Confessions of Portland Women videos, written interviews with fans, social media contests.) • Center posts around how fans can interact with the brand instead of just basic reposting of liked social content and event specials.
  18. 18. Mind- Space Calendar Timeline Feb. 17th Explore campaign techniques and create a small backlog of content that can be posted to social platforms. Content will include Youtube (how to participate videos), and advertisements within social sites. Mar. 1st Campaign launch announcements will be promoted on the Portland Women’s Expo website and social media platforms. Re-launch YouTube video as a social reminder. Mar.17th Social media feeds continue to promote campaign contest and advertisements. Mar. 31st Campaign ends. Apr. 1st Contest winners will be announced on selected social media platforms. Prizes will be distributed to winners and interview dates will be scheduled for blog feed. Apr. 2nd T-shirts will be launched to the public for sale at the Portland Women’s Expo event. Social media feeds continue to launch on platforms D istribution ofprom otional cam paigning m aterials Teasing period create cam paign contestC am paign Launch Feb 17th Feb 24th Mar 1st Mar 17th Mar 31st Apr 1st Apr 2nd C am paign Ends Selected w innerscollect prizes T-Shirtsavailable for purchase atEvent2017
  19. 19. Event Recommendations Informational Boot at the Event: website link, social media links, comments and suggestions box Featured Venders Tag Board: Highlight venders with photos and includes space for new vendors to signup for future events Photo Shoot: Logo backdrop and social media tag station Informational Boot at the Event: Upload event photos live at event
  20. 20. Thank Y u!

×