The Tim Tebow Foundation seeks to strengthen its social media presence to increase awareness, engagement, and fundraising. Their social media efforts are currently lacking. The plan aims to increase Facebook fans and Twitter followers by posting more frequently. It will implement strategies like listening, interacting, and engaging followers to spread the foundation's mission. The budget allocates $375,000 to hire staff to manage social media better and monitor progress.

1. Social Media Marketing
Plan
Prepared by:
Brooke Hurst
May 5, 2015
The Tim Tebow Foundation
Jacksonville, FL 32259
904-290-1015

3. Executive Summary
TheTimTebow Foundation has a vast reach ranging from children to married adults with children. However, the
company’s social media skills are lacking and without implementing a strong social media plan, the foundation
could possibly end up losing its donors and vendors which would tank the entire charity.
The main focus of this social media plan is to use all necessary social media platforms to find, engage, attract,
and retain fans, followers, donors and volunteers. Based on analysis of current online data, the foundation has a
few certain goals to reach in order to move upward.
These goals include:
▪ Increase awareness/visibility and strengthening the brand with kids, teens and parents by increasing
engagement from the foundation
▪ Implementing more volunteers and word of mouth sells
▪ Spreading the organizations mission through appropriate outlets and networking
Carefully constructed strategies will be helping the success of the named goals including listening, interacting,
engaging, influencing and contributing to the WorldWideWeb on a regular basis.With these strategies, the
foundation’s goals should be a success with optimum results.
A budget was approximately set to show the cost of the new social media marketing plan.The team leaders that
will be responsible for preparing, overseeing, and executing the plan include ChairmanTimTebow; President and
Executive Director Erik Dellenback; and Dana Ring director of finance.

5. Overview
A terminal diagnosis for sick children and adolescents is a life-altering event for them
as well as their families. Unfortunately, even with advancements in treatment,
terminal illness is still the second leading cause of death (following accidents) in
children ages 5 to 14 years.The overwhelming need for help and the generous hearts
of others allowed for children’s charities to be there in their darkest hours. Currently,
there are 1,429,801 nonprofit organizations located across the United States. (NCCS
Business Master File, 2014)
To increase a competing charity’s visibility, engagement and message, I have
explained below how my social media plan will help to observe, engage, and make
things happen.Through these actions, I will show how theTimTebow Foundation can
be a hero these children were needing all along.

6. Social Media Presence
TheTimTebow Foundation began its social media
history back in 2010. Today, the social media
“health” of this charity isn’t doing very well.After
analyzing posts from the charity it showed that
updates, interactions and media attention are
severely lacking and may be the reason less and
less traffic visit.
The table on the right shows the foundation’s
social media presence online currently.While
Facebook is in the lead with fan count,Twitter
follows close withYouTube scoring last.You can
see the frequency of posts made fromTimTebow’s
charity and the effects it has on traffic.
Metric Reach Charity Posts
Facebook 71, 600 fans 2-3x/week
Twitter
71, 600
followers
2x/week
YouTube
2,278
subscribers
Only ONCE this
year!

7. Competitive Analysis
By carefully browsing over the charity’s
functionality on social media, I did a SWOT
Analysis to identify the charities strengths and
weaknesses to determine the best plan of
action as well as identify its opportunities on
the web and the threats that may face them.
Because of the SWOT Analysis, it’s easy to
determine that the foundation is traveling
along the “W-O Strategy” to overcome
weaknesses in social media platform
performance in order to follow opportunities
socially on the web.

8. Strengths Weaknesses
The charity seems to be ok on Facebook and Twitter, but
could always use extra help.
The Tim Tebow Foundation is lacking a huge presence
on social media platforms like YouTube.
The charity’s track record looks the best on Facebook
because of the number of followers.
Other platforms like Twitter and YouTube are very
sporadic and never at the same time. Very unpredictable
communication.
Most of what the charity has done so far to promote
awareness has done pretty well. As an early projection.
Other than the sporadic postings, I don’t think it ever fell
short from their goal. Unfortunately, that goal doesn’t
seem to have been set very high?
Team Tebow’s office and administration take care of the
necessary postings for the charity.
Team Tebow does not have a social media guru on
salary. Therefore, the outcome of their social campaign
so far has not reached potential.
The staff always posts energetic and hopeful messages
to the fans and followers of the charity. They are always
very warm and welcoming.
I think the staff could alleviate their fears if the right
person was hired to be in charge of the social media
aspect.
The charity participates in Google Analytics to monitor
their marketing strategy.
There are many more ways to stay on top of data,
especially when trying to spread awareness. Again, the
right person could handle this with ease!
I think the foundation’s partners and donors are
absolutely supportive of active witnessing!
However, I don’t think they fully grasp the concept of
how much time analyzing social media can take. To get
attention you have to pay attention.
There are more than enough social media platforms the
charity can use to their advantage and successfully meet
their goals!
The Tim Tebow Foundation could literally make its
presence known to almost all markets.
The company seems to have started out well through
Facebook and Twitter and by using Tim Tebow himself
to promote through other sources.
The charity does lack a certain “vibrant” tone to its
message and reach. It’s never consistent and seems
impersonable.
Even though this is a charitable organization, Tim Tebow
does use his platforms to auction off football jerseys,
balls, headshots, etc. with all proceeds supporting the
foundation.
The assortment of products could use an update
depending on its target network!
Opportunities Threats
Platforms like Facebook and Twitter have the highest
success rate of communication between organization
and fans/donors.
The charity “Make-A-Wish Foundation” has an eerily
similar charitable goal by making dreams come true for
kids.
Fans and followers are constantly “liking” posts and
updates and retweeting information to their friends and
on the web.
Only a few un-named celebrity organizations who are
(sort of) trying to accomplish the same thing go head to
head other than M.A.W.
There is a market full of kids, teens and families who are
going through an awful time in their life where they need
a light to shine on them—and that’s THIS foundation!
Charities like Make-A-Wish aggressively fight for
attention through media outlets—mostly by using
celebrity endorsers.
With instant updates provided by microblogging
websites like Twitter can enhance communication
between the foundation and its followers.
The charity’s competitors are more well-known and have
a bigger following. It grows daily!
The Tim Tebow Foundation can raise a “Call to Action”
and have fans become active volunteers through social
media sites, as well as street team members.
Bigger competitors are already passed this stage of
recognition. The foundation needs a bigger platform to
shine on so they can be seen.
Donors and executive chairs do participate on the social
media circuit and are connected to the foundation on
each platform for support.
The biggest negative coming from the public is nothing
more than ridicule for his beliefs. It truly lacks any
substance to call it an attack on his charity.
Fans and donors have boasted all over the web how
wonderful Tim Tebow’s heart is that he would be so
charitable and loving and giving to families he’s never
known. Just to put a smile on a child’s face!
Unless you are a die-hard fan of Tim Tebow, Florida
Gator football, or SEC Nation, odds are you haven’t
heard much of Tebow or his charity!

9. Goals of the Plan
The analysis research done on theTimTebow Foundation clearly shows a desperate need
in social media authority. By following properly, this charitable organization can
implement a new social media plan so they may have every opportunity they can to help
others.
These are theTimTebow Foundation’s social media goals:
▪ Increase awareness/visibility and strengthening the brand with kids, teens and parents by
increasing engagement from the foundation
▪ Implementing more volunteers and word of mouth sells
▪ Spreading the organizations mission through appropriate outlets and networking

10. Strategy
▪ The Tim Tebow Foundation will implement a long list of strategies to help the company
climb out of their social media “rut” and into a platform that is booming with attention and
love.
▪ Listening: Through more in-depth analysis, the foundation can pay closer attention to who is talking about them, why
and what is being said-positive and negatively.
▪ Interacting: By engaging in more up-to-date and consecutive postings as well as giving the controls to Tim Tebow
himself to participate in online chats and group discussions will keep the fan hype alive and make the fans and donors trust
him and his charity a lot better with close communication. People know when you make them feel special!
▪ Engaging: Fans and followers to start volunteering under the name “Team Tebow” so they may do good works and
spread the word of life changing experiences that this charity is known for!
▪ Embracing: The community! Whether it be a lonely teenager, curious kid, or a set of parents looking for a hero…Team
Tebow should be encouraged to interact as much as they can with the individuals trying to reach out.
▪ Influencing: Who would be better than football’s biggest controversial Christian athlete, than Tim Tebow himself? He IS
a big influence to people—and his celebrity status can take this foundation and its works to a whole new level of
interactions.
▪ Contributing: By improving their social media skills, it will also help keep in practice their daily contribution goal as an
organization.

11. Target Market
As of January 2014, 74% of online adults use
social networking sites. 74% of women were
users of social networking sites, compared with
62% of men. Between February 2005 and 2006,
the use of social networking sites among young
adults ages 18-29 jumped from 9% to 49%.
40% of cell phone owners use a social
networking apps on their phone, and 28% do so
every day. Young people, African-Americans,
Hispanics, the highly educated and those with a
higher annual household income are more likely
to use SNS on their phones than other groups.
TheTimTebow Foundation’s target market includes
customers, fans, volunteers and vendors.They also include
customer relationships on the business side, along with
donors and more volunteers.
With the data recorded here, it is easy to say through social
media marketing, the foundation’s aim is towards the young
adult demographic but the spread can reach a variety of
targets.

12. Tools to be Utilized
After compiling all the data, the tools to be used have been
decided.The social media markets that have the most users and
interactions. Because most users are adults and those adults are
mostly women,platforms like Twitter will be great at strengthening
brand awareness and spreading messages fast. Instant updates and
news will be priority here. Hashtags are popular and create
awareness.
▪ Facebook would be a better tool to reach families where both
sides can take the time to write a decent message that isn’t
hindered by 140 characters. Here, the interaction can be more
family focused and more relaxed. Men also have a chance to
talk sports withTimTebow if they wanted or ask questions he
may or may not be able to see through the live action ofTwitter.
▪ LinkedIn is for the business side mostly and can continue to
contact vendors and donors through this mainstream social site.
Here, you can keep track of networks and friendships and goals.
▪ As for the younger crowd, any one of these outlets may be used,
but they should be hit the hardest.Asking for a call of action to
step up and volunteer locally throughTeamTebow could start a
great movement for kids to be involved in. It promotes love,
caring, and the gospel of Jesus Christ throughTimTebow’s
platform.

13. Implementation Plan
After defining the charity’s goals, strategies and tools, this is where the plan goes into action.
This section will show just how the foundation will implement this effectively and efficiently
while maintaining its true purpose and mission.
Twitter Facebook

14. Monitoring/Tracking Plan
TheTimTebow Foundation’s tracking for this social media
plan will consist of finding and following related content on
the web. By identifying optimal keywords and phrases
associated with the foundation, the data will clearly be
monitored more precisely and accurately.
Monitoring tools like Google Reader and HootSuite are helpful
in making sure the data is recorded correctly.

15. Evaluation Plan
Unfortunately, until this new data is recorded correctly and
consistently, only then can we carefully evaluate it.With this
charity, there wasn’t enough “noise” to analyze.When you aren’t
making noise no one is going to hear you!
In the end, this is supposed to show to progress of the company’s
social marketing activities over time so all data can be evaluated
and adjusted if necessary. It can also uncover opportunities,
threats and maybe some new courses of action.

16. Budget
TheTimTebow Foundation is about to invest in some much
needed social media strategy! After all expenses for the fiscal
year, this charity has well over $2 million dollars to take care of:
▪ A new staff to manage social media, training and research and
development.
▪ Ad sales, blogger programs
▪ Brand monitoring, social media management systems
Total expenses for implementing a new group of media specialists?
Roughly $375,000.

17. Schedule/Calendar of Plan
Social Media Strategy and Schedule
 Promote Awareness and keep fans close!
 Share a mix of relevant links, engaging content, videos, and polls
 Make sure you promote upcoming events
and create them in the events tab
 At least two posts per day
▪ Engage with all interactions, big or small!

18. Sources:
▪ “OfficialTimTebow Foundation” www.TimTebowFoundation.org
▪ “Twitter’sTebow Foundation” www.twitter.com/tebowfoundation
▪ “YouTube’sTimTebow Foundation” www.youtube.com/user/timtebowfoundation
▪ “The National Center for Charitable Statistics” www.nccs.urban.org
▪ “Social Networking Fact Sheet 2014” http://www.pewinternet.org/fact-
sheets/social-networking-fact-sheet/