Social Media strategy project for Dr. Haluk Demirkan's Social Media Marketing/Data Analytics course at the University of Washington-Tacoma

1. Social Media Strategy:
Adorned in Grace
Hannah Krueger, Mathew Frett, Victoria
Steinbrecher, Frank Zhang,
Nick Dohrman

2. ❖ Adorned In Grace
❖ Mission and Goals
❖ Strategy
❖ Target Market
❖ Objectives
❖ Budget
❖ Generating Traffic
Today’s Agenda

3. The Mission of Adorned in Grace
Adorned in Grace Tacoma is designed
to bring awareness of human
trafficking to the Puget Sound Area
and support survivors.

4. Spread Awareness of
Human Trafficking
Support the Cause
with Dress Donations

6. People
❖ Who is our Target Audience
➢ Women 18-35
➢ Planning their Wedding
❖ What Tools Will Reach our
Audience
➢ Instagram
➢ Pinterest
➢ Twitter
➢ Facebook
❖ Budget

7. Content
❖ Our Goals
➢ Spread Awareness of
Human Trafficking
➢ Support the Cause with
Dress Donations
❖ How do we plan on
Supporting our goals with
Content?

8. Tools &
Platforms
❖ Pinterest
❖ Instagram
❖ Facebook
❖ Twitter

9. Twitter
● Retweet
● Tag people
● Find relevant article about
Human Trafficking
Goal(s):
Attract more
customers.
Objective/KPIs:
Gain 1000
impressions,
and obtaining
50 followers by
March 9, 2017
Tactics:
Twitter with
hashtags
#humantrafficki
ng and
#AdornedinGra
ce along with
photo of
dresses
Metrics:
297 followers
268 likes
235 tweets
254 following

10. Retweet
● Retweet other human
trafficking tweets.
● Follow other people who
care about human trafficking.
○ Ex: Ashton Kutcher

11. Tag people
● Mention people @xxx related
to human trafficking.
● Share some stories or news
in time line and then tag the
people who related to human
trafficking.

12. Find relevant
articles
● Find some articles about
human trafficking and post
on twitter.
● Reply some influential
articles or news on twitter.

13. Facebook
● Post the donors, buyers, and
volunteers pictures on
facebook to let more people
know Adorned in Grace.
○ People can share that in
their timeline to make
more people see that.
Goal(s):
Let more people
to know Adorned
in Grace.
Increase brand
awareness
Objective/KPIs:
Create brand
awareness of
our
organization
Tactics:
Facebook, with
posts about
donations,
dress purchase
and posts
designed to
bring
awareness to
human
trafficking
Metrics:
3216 likes
516 checked in
26 people talked
about it.
3087 followers

14. Pinterest
● 44% of internet using women have a pinterest account
● Has become a go to place for brides to get ideas on decor, food,
venues, and dresses.
● Women can look through photos posted by various wedding
boutiques or photographers and pin the photos they like into an idea
board.
Goal(s):
promote the
organization and
their actions
Objective/KPIs:
Increase
number of
impressions
Increase brand
visibility
Tactics:
Improve
pinterest page
Metrics:
Get 1000 repins
Get 100 new
followers
Make 2000
impressions

15. ● Convert into a business page
● Have a schedule in place to make sure that we are constantly
posting photos.
● Other wedding related Boards to provide value to customer
○ nearby venues, wedding formal wear
○ Bridesmaids and Groomsmen wear
Goal(s):
promote the
organization and
their actions
Objective/KPIs:
Increase
number of
impressions
Increase brand
visibility
Tactics:
Improve
pinterest page
Metrics:
Get 1000 repins
Get 100 new
followers
Make 2000
impressions
Local Bridal Shop’s Page

16. ● With a pinterest business account there is a whole
page for analytics
● Shows repins, most popular, followers, and number
of impressions
Goal(s):
promote the
organization and
their actions
Objective/KPIs:
Increase
number of
impressions
Increase brand
visibility
Tactics:
Improve
pinterest page
Metrics:
Get 1000 repins
Get 100 new
followers
Make 2000
impressions

17. Instagram
● 38% of internet using women have an instagram
● One of the top social media platforms for sharing
photos
Goal(s):
promote the
organization and
their actions
Objective/KPIs:
Increase
number of
impressions
Increase brand
visibility
Tactics:
Improve
instagram page
Metrics:
Get at least 10
women per
month to use
the hashtag
#AdornedInGrace
Make 200
impressions by
march 9th

18. ● Create an campaign by using the hashtag
#AdornedInGrace
○ Track the use of the hashtag
● Convert into a business page
● Post at least once a week
Goal(s):
promote the
organization and
their actions
Objective/KPIs:
Increase
number of
impressions
Increase brand
visibility
Tactics:
Improve
instagram page
Metrics:
Get at least 10
women per
month to use
the hashtag
#AdornedInGrace
Make 200
impressions by
march 9th
Tacoma Page Portland Page

19. ● By searching the hashtag #AdornedInGrace, you
can easily see how many people have used it
● Business analytics page provides…
○ Number of impressions
○ How many people have clicked on your site
○ Number of followers and when they are on
instagram
Goal(s):
promote the
organization and
their actions
Objective/KPIs:
Increase
number of
impressions
Increase brand
visibility
Tactics:
Improve
instagram page
Metrics:
Get at least 10
women per
month to use
the hashtag
#AdornedInGrace
Make 200
impressions by
march 9th

20. Budget
● Limited budget
● College Interns
● Free platforms (Instagram, Facebook,
Twitter, and Pinterest)
● Look into paid advertising in the future

21. Generating
Traffic
● Social Media Influencers
● Hashtag Campaigns