A presentation on the social media marketing strategy for The Sparks Foundation (TSF) made as part of the Digital Marketing Internship in February 2022. (Author: Amit Maurya)

1. SOCIAL MEDIA MARKETING
PLAN
TSF’s Social Media Strategy
-Amit Maurya

2. What is a Marketing Plan?
A marketing plan is a document that lays out the marketing efforts of
a business in an upcoming period, which is usually a time. It outlines
the marketing strategy, promotional, and advertising activities
planned for the brand for particular period.
Why?
● Increasing Brand Awareness
● Lead generation and boost conversion
● Nurture relationship with customers
● Learn from competitors.

3. The Sparks Foundation
The Sparks Foundation is a non-profit organisation that is working
to bring parity in education, making sure children have equal
opportunity at success, irrespective of their financial background.
“Inspire, Innovate, Integrate”

4. The Programs
● Student scholarship program
● Student Mentorship program
● Student SOS program
● Workshops
● Corporate programs

5. 1. Your Buyer’s
persona and
Target audience
The goal of TSF is to help students and
college graduates to shape their dreams
towards reality. TSF aims to Guide,
Teach, Mentor, and Monitor Students, to
ensure their success in whatever field
they choose! TSF brings its new program
- Student Mentorship Program. Under this
program the students will learn through
workshops, talks and interactive sessions.
So hurry up and sign up for the program
as it is free of charge and gives you a
great opportunity to explore your potential
and talents
# of
Respondents
Average
Age
%
Male
%
Female
% on
Facebook
% on
Twitter
% on LinkedIn % on Other

6. 2. Determine which
social media
platform you will
market upon?
TSF according to its different programs and
targeted audience can use different platforms
to share their content upon.
For example, For its Internship programs TSF
can use LinkedIn the most for its promotion
and content because it contains the most
number of students and professionals all
around the world. And TSF can also use
Facebook, Twitter and Instagram for the
Internship program.
TSF can use almost every social media
platforms for its Volunteering Programs.

7. Establish SMART Social Media Goals
● Make your goals specific, measurable, attainable, relevant and time based
● Avoid goals that focus just on vanity metrics like Likes and Followers
● Align goals with department and overall business’ sales, marketing and productivity
goals
1. Goal #1:
1. Goal #2:
1. Goal #2:

8. 3. Boost community
engagement : Create
Engaging content
Developing Content Strategy
1. The type of original content that
we will create and post.
2. The type of content we will share.
3. We will post to the following
channels this frequently:
X channels / X times a day.
1. The different audiences that we
need to tailor content to.
2. My editorial calendar that maps
out our content release schedule.
3. My social media content calendar
that maps out our promotion
Use the social media content rule of
thirds:
○ ⅓ of content promotes
business and converts
audience
○ ⅓ of content shares ideas
and stories from thought
leaders
○ ⅓ is original brand
content

9. 4. Shoot-Up Your
Audience Base
Now after the steps mentioned above, you
need more interactions and to keep
increasing the audience base, It needs to
maintain communication between the
brands and new followers. New followers
can be very helpful in growing the brand
more.
For Example — The Sparks Foundation
majorly focuses on “Inspire, Innovate &
Integrate” as its three primary mission
goals. Hence we need to showcase
examples & case studies/ stories through
our social media posts & other channels.

10. Social Media Metrics
● Align your analytics back to
your goals
● Examine data that
measures progress towards
reaching your goals
● Use the following go-to
tools: Facebook Insights &
Google Analytics (who,
when and how many people
are viewing and
interacting)
Social Media Metrics
● Engagement
● Reach
● Followers
● Impressions
● Video Views
● Profile Visits
● Mentions
● Tags
● Reposts
● Shares

11. Sample Posts

12. Summary
In summary, if TSF follows the above mentioned
methods to drive engagement and social media
strategies then we can definitely see great results.
We should also take care of the above metrics to
track our efforts and the effectiveness of the social
media marketing strategies and improve on the
areas based on the assessment of the metrics.

13. THANKYOU! : )