TANA is a non-profit organization that aims to increase its social media presence to connect with local youth. A plan is proposed to revamp TANA's social media platforms by creating proper Facebook, Instagram, and Twitter accounts. Interns and volunteers would be responsible for regularly posting new content at least twice a week. The plan aims to collaborate with local high schools to promote TANA and increase awareness of its programs. Tracking social media engagement will allow the organization to measure the success of its improved online presence. The goal is for TANA's message and work in the community to be more clear and memorable to the target audience of Woodland youth.

1. TA
TANA
Social MediaCommunicationPlan
Ginina Lingat, Emily Marroquin, Hila Osmani, Sean Peters
Group 8
Abstract
Though the non-profitorganization,TANA, has established itself on the web, itis necessary to
further emphasizeits presence. Included below is a plan in order to increasea followingand
further establish credibility amongthe Woodland and Davis communities.

2. TANA has a beautiful website
platform. The tabs make
information easily accessible while
the visuals accurately portray
TANA’s focus in artistry.
The question then is, how can this
be even better?
Aside from minor mistakes, there is a
lack of a story and connection. The
current About tab establishes a
what. To improve, TANA needs a
little more history to establish a who
and a what. Additionally, the other
posts leave readers wondering:
 What is this organization to me?
 What do they contribute to the
community?
 How do I get involved?
 How can I go to workshops?

3. Situation Analysis:OrganizationalBackground
TANA,shortfor TallerArte del NuevoAmanecer,isanon-profitorganizationfoundedinDecember2009
by ProfessorEmiritusMalaquiasMontoyaandformerUniversityof California,Davisstudent,Carlos
Jackson(Smith,2015). TallerArte del NuevoAmanecertranslatesto “ArtWorkshopof the New Dawn”
inSpanish.The organizationwascreatedtooffera place where culture andart ispresented,taught,and
appreciatedbythe greaterWoodlandcommunityinthe hopesof supportof “developmentand
wellbeing”(TANA,n.d.).It made sense tolocate TANA inWoodlandconsideringthe factthat47% of its
populationisHispanic/Latino(UnitedStatesCensusBureau,2015).TANA not onlyimpactsthe youthby
exposingthemtoChicano/Latinoculture throughdifferentformsof art – suchas silk-screenpainting,
mural painting,andthe like (“UCDavisArt,” 2009) – but alsoinaidingthemto furthertheireducationby
attendingcollegetoobtainahigherdegree (TANA,n.d.).However,TANA doesnotjustfocusonthe
bettermentof the youth butthe bettermentof everyone else inthe communityaswell.Bygettingthe
Chicano/LatinocommunityinvolvedwithTANA,membersfeelupliftedastheyare a part of an
organizationthatstrivestocreate a collective atmosphere andasense of togetherness.TANA’s
philosophyof “One’screative practice extendstoeveryaspectof the creative process”extendstotheir
fourdifferentprogramsthattheyofferwhichare Workshops,ArtistsPrograms,Murals,andTheater
(TANA,n.d.).
TANA has teamedupwiththe Chicana/oStudiesProgramatUC Daviswhere manyinstructorsand
professorsare organizationmembers.UCDavisstudentsare alsogiventhe opportunitytointernat
TANA where theyhelpwithoperational workalongwithmanagingschedulesandmentoring
Woodland’shighschool students(Smith,2015).Throughthe UC DavisChicana/oStudiesDepartment,
the Cityof WoodlandprovidesscholarshipshopingtoattractWoodlandyouthto attendcollege (TANA,
n.d.).Although79%of studentsgraduate fromhighschool and get theirdiplomainWoodland,only24%
of studentsfurthertheireducationbyearningabachelor’sdegree(City-Data,2012).
CurrentLocal/NationalPerception of TANA:
TANA hopestounite the HispaniccommunitiesbetweenDavisandWoodlandtoaccesseducationand
art. Thoughno one is opposedtothe organization,there isnot muchthoughtaboutthe organizationat
all.
ArticlesaboutTANA:
UC DavisNewsandInformation:
 http://tiny.cc/5mntyx
 WrittenonDecember9, 2009
DailyDemocrat:Visual Art
 http://tiny.cc/ientyx
 WrittenonApril 1, 2015
The Davis Enterprise:
 http://tiny.cc/bfntyx
 WrittenonMay 8, 2015
Blogs/PostsaboutTANA:
FaviannaRodriquez:
 http://tiny.cc/ygntyx

4.  PostedonMay 7, 2014
UC DavisChicanoStudiesblog:
 http://tiny.cc/qhntyx
 PostedonMarch 17, 2014
TallerArte del NuevoAmanecerblog:
 http://tallerartedelnuevoamanecer.com/
ThoughTANA is beingsharedwithinthe media,the publiccontentfailstoprovide adescriptionof what
the organizationhasdone or isdoing.Instead,the contentreflectsinvitationtothe unknownrather
than an invitationtoanactive organization.
SituationalAnalysis: External or Public Environment
Strengths:
-The associationof the Universityof California,Davis
and supportof facultyhelpsthe organizationgain
credibility
-TANA hastheirownfunctional facilitytoconduct
theirpractices
-TANA hasa passionforculture,forthe community,
and forthe youth
Weaknesses:
-There isa lack of informationaboutTANA'sstory
-There isa lack of participationwiththe target
audience
-Besidese-flyersof currentevents, there isnotmuch
trafficor newsof what isgoingon withthe
organization
Opportunity:
-CoordinationwithHighSchoolstodevelopa
physical presence
-ParticipantHighlighting- recognitionof participants
will solidifywhatkindof organizationTANA isalong
withprovidingascope of what the organization
represents
-Relaynewsandinformationthatisrelevantto
those whoworkfor TANA to showwhatthe staff is
like
Threats:
-Lack of communicationwithTANA'spublicscould
leadto the endof the organization
-Organizationssimilartothe purposesof TANA could
take mediatrafficawayfromTANA

5. Competition Analysis
There are twootherorganizationsthatare a competitiontoTANA andtheyinclude: FolkloricoLatinode
WoodlandandHispanicAssociationof CollegesandUniversities.
1. Folklorico Latino de Woodland focusesonMexicanculture andtraditional folkorganization thatalso
offersscholarshipopportunitiesforstudentstofurthertheireducation(“FolkloricoLatinode
Woodland,”n.d.).ThoughTANA andFolkloricLatinode Woodlandare slightlydifferentartforms,both
organizationsstrive toimprove education.Thisisathreat because the organizationscompete for
participation.
2. Hispanic Association of Collegesand Universities,HACU for short,centersonhelping the Hispanic
communityineducation.HACUmakesup 10% of all collegesanduniversitiesnationwideand they enroll
twothirdsof Hispanicstudents(HACU101, n.d.).AccordingtoHACU’s website,theyare “committedto
Hispanicsuccessineducation,fromkindergartenthroughgraduate school andintothe workforce of
tomorrow.”HACU isinvolvedwith studentsata youngerage which establishesalastingrelationship
whereasTANA onlyfocuseson studentsin highschool.
TargetAudience
TANA’sprimaryaudience isyouthinthe surroundingWoodlandcommunity.
HighSchoolsinWoodland:
PioneerHighSchool
(Students:1106; Location: 1400 Pioneer
Avenue;Grades:9-12)
WoodlandSeniorHighSchool
(Students:1034; Location: 21 North
WestStreet;Grades:9-12)
YoloCountySpecial EducationSchool
(Students:55; Location:1280 Santa
AnitaCourt,Suite 100; Grades:K-12)
Dan Jacobs School
(Students:30; Location:2880 East
GibsonRoad; Grades:7-12)
EinsteinEducationCenterSchool
(Students:14; Location:1264 East
GibsonRoad,Suite C-327; Grades: 9-12;
Our rating:7)
MidtownCommunitySchool
(Students:12; Location:250 Buckeye
Street;Grades:7-12)
YoloCountyRop School
(Location:1260 SantaAnitaCourt,Suite
100; Grades:10-12)
Private highschool inWoodland:
WOODLANDCHRISTIAN SCHOOL
(Students:484; Location:1616 WEST
ST; Grades: PK – 12)
Withthe increasedpublicitythroughstudentinvolvement,parents,guardians,andadultswill then
become TANA’ssecondaryfocus.The followingwouldthuscreate apositive associationwiththe
organization. Recipientsneedtoknowthe servicesthatTANA provideswhichincludethe artsand
culture.Thisplanisconstructedmainlytoinformthe publicthatTANA isavailable asanoutletof
expressionforthe youngergenerations.

6. Campaign/OrganizationalGoal andKeyObjectives
TANA hopestoencourage the youthto furthertheireducationthrough the expressionof art. Inorder to
reach the publics,TANA mustimprove theirsocial networkingandincrease the organization’s
awareness.
Throughthe mediaoutlets, TANA will be able torelate totheirpublics byshowcasingitself asthe
influential place thatitis.Inaddition,itcankeep the youthina safe environmentwithpositive
influencesinthe hopesof changingthe youths’ mindsintopursuinghighereducationinorderto
advance inlife. TANA hopestoevoke unityamongthe variousLatinocultures.
TANA shouldbe viewedas:
Influential
Inspiring
Beneficial
TANA Programs:
Theywant theirprogramsto showincreasinginvolvementandbe a helpful indicatortothe issuesthey
are tryingto address. Withthe help of social media,TANA documentswhatthe organization
contributes.The Woodland youthisthusgivenanoutletto expressthemselves.The communal platform
alsoallowspeople tounite with otherpeoplethathave similarconcernswithin the Chicano/Latino
community andyouth.
Strategies
TANA has a social mediapresence,howeveritspresence isvague. Onlookersare unable toclearly
define whatthe organizationistrulyall about.Thisstrategyisanapproach thatis bothproactive to
betterinformandentice agreaterfollowingandreactive tothe currentstatusof theirmediapresence.
A fewlowprofile changeswill allowthe organizationtogrow immenselywhile creatingagreaterbond
withthe Woodlandcommunity.
In orderto improve TANA’smediapresence,the organizationwill have toelaborate andexpandthe
contentthat isalreadyprovidedontheirwebsite.Since theirtargetaudience isWoodlandyouth,the
contentshouldbe relevanttothe locationandtailoredtothatspecificage demographic.The
organizationhasan aestheticallypleasingwebsiteandblogspot.
Thisplandoesnot require anyadditional fundsbecause TANA hasthe resourcestoproduce the content
theyneed.The organizationhasthe platformsestablished.Thisplanisgearedtowardimprovingand
elaboratingwhattheyalreadyhave.Afteralargerfollowingisestablished,the hopesisthat the media
will take notice of thatwhichwill furtherlegitimizeTANA’scredibilityandwork.
TANA isdirectlyconnectedtoUC Davisfacultythuscreatingan alliance withthe universityitself.TANA
shouldproclaimthattie because the universityisassociatedwithstatus.The name itselflegitimizes
TANA’seffortsasan organizationthathasdevelopedoutof a prestigiousinstitution.Inturn,those who
participate withTANA affiliatewithUCDavisencouraginghighereducation.OnTANA’swebsite,there

7. shouldbe a tab sectiondevotedtoUCDavisand highereducation.Thiswill alsodefine the goalsof the
organizationandimprove status.
The organizationsthatare similartoTANA are in the same positionastheylacka clearpicture of what
the organizationisabout.Since TANA’simage isdependentonthe aspectof community,itisimportant
to encourage andsupportotherorganizations.TANA hasanopportunityof collaboration.TANA is
otherwise aunique entity,andwhetherornotother organizationscooperate,TANA will notneedtheir
supportto establishthemselves.
Major impediments:
Informing the youth that TANA is available
Content has trouble evoking interest in youth
Disseminating the information regularly
Strategiestohandle impediments:
Designate one person tocoordinate the mediaplatforms
 Notall the contenthasto be producedbyone person,howeversomeoneneedstomake
sure that it isbeingproduced
Coordinate withthe local highschoolstocreate incentivesanddisplayTANA’spresence
 Share the websites
 Connectto the audience directlysothatthe targetare wantingmore
 Social mediawill be the platformthatkeepsthe targetinterested
Create an Instagramand Twitter
Share news,art, and thoughtsinwordsthat youthcan understand
Produce contentWEEKLY, preferablytwotimesaweek
Elaboratingonthe informationprovidedonthe websites
 PreviousworksandelaborationastoWHAT IT MEANS to the community
 Times,Price Points,CurrentWorkshopClasses,Signups
Evoke emotional tiestothe organization
 Create a story usingthe social mediaplatforms
 Create connectionsfromposttopost to clearlydefinewhytheyare importanttothe
culture andcommunity
 Short member/participanthighlightstodescribe theirlife,struggles, andstories
Use the connectionsof the staff memberstocreate a largerfollowing
 Seekfollowersthroughtheirnetwork
 Use the staff to create postsin order to elaborate onthe kindof people that are
involvedwiththe organization
There isno limittowhat can be done withsocial media.TANA hasthe opportunitytogetcreative with
target participation.

8. PostSuggestions:
Biographies
News
Polls
Videocontent
Discussion
Risks:
Contentisproducedandit does notevoke more
PlanB:
Finda face thatis more relatable toyouth
Use the youthto produce the content
The ideabehindthisplanisthe social mediasitesare a visual representationof whatthe organizationis
all about.By beingelaborate online,the audiencehassomethingthatistangible of the workthatTANA
produces.
KeyMessage
We wantTANA to have a memorable sloganthatwill ensurethe audiencewillnotforgetaboutthis
organization.Since we wanttoexpandTANA’saudience,we needthe mottotobe somethingeveryone
understandsandwhatbetterwayto use TANA’stranslation“ArtWorkshopof the New Dawn.”This
ensuresthatpeople will knowwhatTANA actuallymeans.
Tactics
By enhancingTANA’sblogandotherformsof social media,TANA increasesitschancesof goingviral.
Changeswouldinclude extendedcontentandminoradjustmenttotheirotherformsof social media. For
example,the TANA Facebook iscurrentlysetupas a personal profile.Byadjustingthe accountto reflect
a Facebook page,people donothave to “friendrequest”apersonal page andwaitfor a confirmation,
but can go aheadand click the “like”buttononthe Facebookpage and can instantlyreceivemessages
and updates. Additional platforms suchasInstagramandTwitterwill allow the organizationtoupdate
immediatelyandreachtheirtargetaudience withease.There isnobudgetinvolved however,we need
volunteersand interns toconstantlyproduce contentandkeepupwiththe variousmediaplatforms.
Thiskeepsthe audience interestedbecausenew contentisintroducedmore frequentlyand TANA stays
relevantinthe audiences’ mind.

9. Timeline
ThisPlanis createdto be completedwithinone year.
 Gather andupdate
the information on
platforms
 Create a proper
Facebookpage,
create a Twitterand
an Instagramaccount
 Hire internsanduse
volunteerstobe in
charge of the
platforms
 Postshouldbe
publishedata
minimumof twice a
week
 Track visitsand
followers
 Look into
collaborationswith
highschool art classes
 Speakat schoolsto
increase awarenessof
the organization
 Give out the linksto
the social media
platforms
 Mentionthe schools
youvisiton poststo
include them
 Measure the traction
made on the web
 Continue withthe
weeklyposts
 Rotate turns onwho
managesthe
platformsif necessary
Step 1:Revamp
the media
platforms
Step 2: Get in
touch with the
local high schools
and collaborate
Step 3: Keep up
with the progress
made

10. Examplesof Possible MediaPosts:
Blog:
 In additiontoe-flyers,postabout relevantnews,stories,andconcerns
Facebook:
 Share the linksof the blog,Instagram,and Twitter
 Create pollstocreate an interactive experiencewithfollowers
Instagram:
 Share eventphotos,staff photos,photosof everydaylife
 Participate inInstagramtraditions - i.e.TransformationTuesday of before and
afterphotosof a mural or TANA thenand TANA now
Twitter:
 BlurbsaboutTANA’sphilosophy
 Create a standardhashtag
 Thoughtof the Day
 Advertisementsof upcomingevents
Spokesperson
If the planisnot workingasefficientlyasexpected,TANA shouldbringinaspokespersontobe the face
of the organization. MaceoMontoya,ProfessorMontoya’sson,isaprime candidate totake overthe
image of TANA.He hasthe same idealsasProfessorMontoyaandcan carry outhisfather’slegacyin
conjunctionwithprovidinganewimage tothe organization.Reflectingonhisexpertise asanartistwho
has had hisart publishedlocallyaswell asinternationally(MaceoMontoya,n.d.) andisalsoa writer,
Maceo portraysthe essence of whatTANA standsfor.Additionally,he isalreadyinvolvedwithTANA asa
facultymember,thushavingexperience working withthe youthand onprojectsinWoodland,Yolo
County,andin Oakland(MaceoMontoya,n.d.).Havingthisexperience allowshimtobe able torelate to
the youthand formnecessaryconnectionswiththeminordertoprovide foramore enthusiasticand
engagingatmosphere.
Measurement
Measurementof SuccessInclude:
Recordthe numberof views,clicksandlikes onthe social mediasites
Look at the numberof followers oneach mediaplatform
Mediaattention onotherWebsites
These mediumsof measurementallowforTANA todetermineif the planisprogressingwell.

11. Works Cited
Maceo Montoya | UC Davis Department of Chicana/o Studies. (n.d.). Retrieved May 21, 2015,
from http://chi-dev.ucdavis.edu/faculty/maceo-montoya
Folkloriko Latino de Woodland. (n.d.). Retrieved April 19, 2015, from http://folkloricolatinode
woodland.com/about-us.html
HACU 101. (n.d.). Retrieved April 19, 2015, from http://www.hacu.net/hacu/HACU_101.asp
Smith, J. (2015, April 1). TANA in Woodland offers chance to be expressive. Retrieved April
19, 2015, from http://www.dailydemocrat.com/arts-and-entertainment/20150401/tana-in
-woodland-offers-chance-to-be-expressive
United States Census Bureau. (2015, April 22). State and County QuickFacts, Woodland,
California. Retrieved April 19, 2015, from http://quickfacts.census.gov/qfd/states/06/
0686328.html
TANA. (n.d.). Retrieved April 19, 2015, from http://tana.ucdavis.edu/index.html
UC Davis Art, Community Center for Local Youths Opens in Woodland. (2009, December 9).
Retrieved April 19, 2015, from http://news.ucdavis.edu/search/news_detail.lasso?id=921
City-Data.com. (2012) Woodland, California. Retrieved April 19, 2015, from http://www.city-
data.com/city/Woodland-California.html