Being the first ever intern for the camp, there was a lot of freedom to create a social media campaign for the off seasons of camp: winter, fall, and spring.

3. Create a strategic
social media
campaign that allows
us to engage with
our families
throughout the year.
Discover what our
competitors are
doing and where
we can fit into this
market
Maintain
relevance through
real time and
lifestyle postings
Refine our
target audience
and find out
their interests
and habits

6. Looking at our
competitors social
media sites, we found
their SWOT analysis.
We looked at our Social
media sites to do or own
SWOT Analysis

7. Strengths
● Engaging consumers
● Knowing which social media to target at
specific times
● Having a hashtag besides the name of
the camp
● Engaging content
● Contests
● prizes
● A lot of followers and likes per posts
● Call to action
Weaknesses
● Nothing too engaging
● No posts on certain social media sites
● Nothing leading up to camp starting
● No captions on uploads
● Only video uploads during the summer
● Too many posts per day
● Nothing viral besides their own camp
information
Opportunities
● They can start targeting the campers
better than we could
● They have a good fan base just as we do,
so they have the opportunity to take the
lead in engaging their campers
● Knowing which times to post on what
social media
Threats
● Some competitors haven’t posted for 2
years
● Posting things that are not engaging
● Not hiring a social media team that can
dedicate their time to research what they
can do to expand their media platforms

8. Strengths
● People are willing to like and comment on our
posts
○ Camp t-shirt day
● We have a lot of followers on all social media
sites
● Other posts of articles, etc. are successful
Weaknesses
● No engaging posts
● No consistent postings throughout the year
● Exclusive pictures of a few events throughout
the year with random kids are not engaging
for the whole following base
○ On Facebook
● No real target in mind when making posts
● No call to action
● No hashtag
Opportunities
● People are willing to like and comment on our
posts
● We can have engaging content not involving
camp and people will like and share it
● We can create a steady hashtag
● We can target children/ workers during the off
season(pontiac is trying)
● Starting a new campaign for the kids when
camp is over
Threats
● If we aren’t consistent enough, we could
continue falling behind in the social media
world
● Our competitors have hashtags already
● If we don’t have a steady target, we can lose
our brand image to our followers
● Not promoting the social media sites during
camp, to get a bigger following

10. Age: 32
Graduated from college and used to work, but is
now a stay at home mom
Enjoys secretly competing with other parents and
prides herself on her motherly duties
She enjoys bragging on social media about her
accomplishments just as much as she likes
reading about others
She feels a little empty when the kids are away at
camp, so she really enjoys seeing her children
on social media sites so that she can feel closer

11. Age: 13-16 (Varies)
In high school and very social
Knows all about the latest pop culture and
enjoys all of her latest Apple technologies
She has all of the popular social media apps
and is very active on each. She enjoys
sharing content and would rather comment
and like something that she can relate to
Her and her friends know about any and
everything that involves their friends through

13. Employees are 8x more likely to have engagement
when talking about the camp then we do
posting it on our site
Followers spend 30% more time looking at a posts
that involves their lifestyles
Curated content gets 33% more clicks than original
content and links
33% of Iphone users are willing to try the Ad pop-
up blocker on their phones
it's 5-7 times more expensive to acquire a new
customer than it is to keep a current one
70% of Twitter users expect a response from
brands they reach out to, and 53% want a
response in less than an hour.”

15. Posts with images get 650% more
engagement from followers than text only
posts
84% of posts will have visuals with it in 2018
In 2011, people spend 20 minutes a day
watching videos, now it is 5.5 hours a day
GIFs and Cinemagraphs get 60% more
engagement than static images

16. ● 72% of all internet users use it
● 70% of white, non-hispanic
● 79% 30-49
● 64% 50-64
● 72% college+
● 78% make 75,000k+
● 70% of users check facebook daily
● 21% check it weekly

17. ● 28% of all internet users use it
● 21% white, non-hispanic
● 55% are 18-29
● 28% are 30-49
● 11% are 50-64
● 26% are 75k+
● 59% check theirs daily
● 17% check it weekly

18. ● 23% of all internet users
● 20% of white, non-hispanic
● 32% are 18-29
● 29% are 30-49
● 13% are 50-64
● 27% college+
● 26% make 75k+
● 27% check it daily
● 28% check it weekly

20. The target audience is parents
wanting to know what their
children are doing while they
are away
We should focus on Twitter
and Facebook because those
are what our “parent” target
prefers

21. No other competitors
focus on engaging the
campers and staff
● Shifting our focus
from parents in the
summer to campers
in the winter/fall
Timberlake values
themselves on family,
virtue, integrity, etc. so,
we need to stay a part of
the family (or campers/
counselors lives) by
engaging with them about
their interests
We need to have contests,
and follow up with who the
winner is and what is next
to come
● When we promote, we
need to create a few
memes/ promotions
per contest

22. Instagram and facebook:
● should be used heavily during the winter and fall
seasons to engage our campers and counselors.
Twitter:
● can be used for immediate updates and real time
conversations/ complaints Find ambassadors!
● Find supportive popular Timberlake fans
that we can give money/gifts to for
supporting and sharing our content
Use a call to action
● always. Don't assume your mobile readers know
what next step to take. Be clear and concise
when asking them to click, like, share, retweet or
comment.
Engaging consumers
● whether through posts with our content, or
content that’s trending at that time
More Videos/ pictures:
● micro videos, pictures, links, and gif videos
to share for a bigger chance of likes

24. When checking the success of our social
media, we shouldn’t check for how many
likes or followers we have
a. Followers could not be active on
our site, so the amount does not
matter
b. The amount of likes does not
matter either because some
people like things just to like,
some even pay for likes

25. To determine the success of our
social media we should use:
a. Engagement and
response rates
a. Influencers talking about
the brand
Keyword analytics /SEO (Search engine
optimization)
● Specific words that people search when
trying to find your business
○ Hashtags can be good for this
○ The more people that google our
site, share our social media content,
and go to our web page, the higher
our site pops up on google for free
■ Even facebook content and
reviews can end up at the top
of google searches

27. Once you go to Timber
Lake, We are a part of
your family and you
become a part of ours
● So let us be with you
if not physically,
then virtually
Hash-tagging and
uploading the 2016 video
summary of the summer
will kick off the campaign
● Letting people
wonder What's Next?
● Then expanding it for
the kids during the off
season
We want to stay
engaged with the our
community
● By posting things
that they are
interested in

29. 1. Gain more followers/ create
more engagement
2. Connecting daily/big activities &
events to the everyday lives of
the counselors/ parents/
campers
3. Go through the holidays and
pick ones that correlate with
camp
Through
● Contests/ mini campaigns
● Countdown until camp starts for
next time
● Having kids answer random
questions about holidays,etc
Interviews
GRIT
Starfish stories
Specific holidays
A day as a camper/ counselor

30. Weekly hashtags
MCM
WCW
TBT
Transformation Tuesday
DIY
Trivia
Did you know
Post a pic and ask our
followers to caption it
The posts we make
should be able to be
repeated throughout the
months: