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PROPOSAL OF SERVICESLincoln Parks Foundation | February 2015
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We are B2 INTERACTIVE — a digital marketing agency
that is truly digital. Our expertise is in helping businesses
grow through different online mediums, resulting in a
lasting digital presence in the places where our clients’
audiences are looking. Most importantly, we provide a
profitable, results-driven marketing solution
that brings new business your way.
In August 2014, we merged with HURRDAT, a social
media agency that focuses on building brand identities
and communities for clients. They offer social media and
content marketing services, and have built award-winning
websites for their clients in the last four years. Together,
we’re able to offer a full suite of digital marketing services
including SEO, SEM, and web development for clients of
all sizes — from local mom-and-pop businesses to national
brands — with proven results.
We believe that brands should earn
their market share by outthinking,
not outspending, the competition.
Our digital marketing services are
designed to put you in front of
only highly interested prospects,
resulting in better engagement and
impressions that turn into revenue.
3
EXECUTIVE SUMMARY
After reviewing all the opportunities the Lincoln Parks Foundation presents,
Hurrdat is eager to propose a plan comprised of social media strategies for the
Lincoln Parks Foundation to target the Lincoln community and those affiliated
with the foundation.
With our expertise comes digital marketing experience and a love for the Lincoln
community that will contribute to creating successful social media campaigns.
In the next year, we plan to capture and expand the active community of Lincoln
park lovers by using social media marketing strategies. Placing the Lincoln Parks
Foundation at the center of conversations both online and in real life will increase
awareness and encourage donations for the foundation
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2015 LINCOLN PARKS FOUNDATION
Goal 1 | Recognition
Increase awareness of projects like the Woods Park Tennis Center and
the 10th anniversary of the Sunken Gardens by facilitating discussion
leading up to specific events and campaigns.
Goal 2 | Online Donations
Increase donations by 40 percent by the end of 2015 using strategic
social media posts and detailed donation explanations.
Goal 3 | Prestige
Foster a more informed Lincoln public who take advantage of Lincoln
parks by making the foundation a reliable resource for
recreational information.
STRATEGY OVERVIEW
Social Media Marketing
Posting quality content on all
platforms is essential, and the
Hurrdat content team is up to
the task.
We will use social media pages
to echo the voice of the Lincoln
Parks Foundation, and align the
community-focused strategy with
engagement campaigns.
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FUNDRAISING
% of Fundraisers Cost (Time & Money)
80%73% 58% 49%
41% 18%31%
IN-PERSON ASKS PHONE CALLS EMAIL
LETTERS
SOCIAL MEDIA
OTHERHOSTING EVENTS
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CONTENT STRATEGY
Our social media advertising strategy for the Lincoln
Parks Foundation utilizes a variety of Facebook ad units
to achieve the following:
1 | Follow Friday
Developing partnerships with other Facebook groups that
are prevalent in the Lincoln parks scene will be necessary
to grow the reach of the current Lincoln Parks Foundation
Facebook page.
2 | Donation Asks
Charitable donations are necessary to keeping Lincoln
parks thriving. Once a week, Facebook fans will see the
options for donation to the Lincoln Parks Foundation
via visuals.
3 | Engaging Lists
Topic-relevant lists are known to grab attention and
showcase support for organizations in a fun, sharable
way much faster than an average article could.
4 | History of Parks
On a weekly basis, the Facebook page will feature a fact,
historical or present-day, about parks, trails, recreational
centers, and golf courses.
5 | Park Spotlights
Each week, the Lincoln Parks Foundation will feature
one of Lincoln’s 125 parks to educate and encourage the
community to enjoy all the parks that the city has to offer.
6 | Calendar of Events
Each month, we’ll create a visual calendar of events to
showcase volunteer events, special ceremonies, concerts,
fundraisers, and other relevant events so that potential
attendees will be aware Lincoln Parks Foundation events
and opportunities.
8 | Volunteer Spotlight
Showcasing the people behind the Lincoln Parks
Foundation with a photo and story of why they love
Lincoln parks will not only inspire others to explore, but
also exhibit appreciation for volunteers
9 | Community Quotes
Extending from volunteer spotlights, the Lincoln Parks
Foundation will ask the community what they love about
the Lincoln parks
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VOICE AND TONE
Caretaker to the Community
Even at the most basic level, social media gives the Lincoln Parks
Foundation an opportunity to expand visibility, accessibility, efficiency, and
growth. Yet, without a consistent and compelling voice, fans and followers
can get lost in what is being asked of them.
It’s important for followers to understand the role that the Lincoln Parks
Foundation has within the community. The foundation is known as a
caretaker therefore all social media posts will reflect compassion and
generosity focused on connecting with the audience.
The Lincoln Parks Foundation will showcase parks in a warm and
welcoming tone. Words will be chosen carefully so that they invite and
illuminate. As for visuals, these will primarily focus on people and nature
within the community.
LINDSEY She is 29 years old, married, and
has a 3-year-old. When she’s not
working as a nurse, she’s out
with her family (including Scout
the family dog ) exploring one
of Lincoln’s many parks. Always
keeping her family’s budget in
mind, Lindsey enjoys the cost-free
entertainment that the variously
located parks offer. She and her
husband already enjoy staple
summer events like concerts at
Pinewood Bowl, but they’re looking
to involve their child in summer
activities at Lincoln parks.
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DESIGN
More than 80 percent of consumers
say content quality affects their
perception of brand credibility.
Creating effective and individually
branded content is important in
capturing and maintaining audience
attention. Fine-tuned design paired
with the Lincoln Parks Foundation
brand identity will translate to
function within social media platforms.
Using soft, earthy colors paired with
clean graphics and pictures will stay
true to the established Lincoln Parks
Foundation brand and will remind the
audience of the simple pleasures that
Lincoln parks has to offer.
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BRANDED IMAGES
Posting branded images on
Facebook that follow the Lincoln
Parks Foundation brand guidelines
will direct attention to the page
and ultimately the website
where donations can be made.
Incorporating both photos and
graphics allows for flexibility and
individuality. Making sure to portray
the brand while creating fresh
images will allow the social content
to reach and communicate the value
and excitement that Lincoln Parks
Foundation has to offer.
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PUBLIC RELATIONS AND CAMPAIGNS
Digital campaigns will pave the way to a better relationship between the Lincoln Parks
Foundation and the city of Lincoln. User-generated content encourages participation, reaches a
larger audience, and can be a valuable resource in future campaigns and overall strategy.
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LOCALIZATION
Tailoring reach to match ideals and tendencies of the Lincoln community
is the best way to localize. While in-person events, direct mail, and regional
websites are great for localization, digital marketing is the new standard for
all brands and businesses.
ONLY 12% OF MARKETERS ARE CONFIDENT IN THEIR ABILITIES WITH LOCALIZATION.
BUT 49% BELIEVE IT IS VITAL TO GROWTH.
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ONLINE ADVERTISING
Facebook “Like” Ads
Page likes are the catalyst to building relationships with people who matter to your
organization. Like ads will build the foundation for a strong, loyal following. We’ll focus our
efforts in page likes at the beginning of the social media and website launch.
Facebook Promoted Posts
Organic reach continues to decline as Facebook consistently alters its algorithms to ensure
posts are high quality and relevant to viewers. This underlines the need for an added boost
through promotion to increase post visibility. Facebook allows us to use in-depth targeting,
which will cater your posts to the most interested, relevant audience. This specific targeting will
also increase exposure to events, ultimately creating awareness.
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ONLINE ADVERTISING
Community Ad
1 | Lincoln Parks Foundation supports 6,000 acres of parks
and natural land that keep Lincoln beautiful.
2 | Keeping Lincoln public spaces beautiful since 1992.
3 | Lincoln is home to 125 public parks that are supported by
the Lincoln Parks Foundation.
Woods Park Campaign Ad
1 | Stay updated on the new Woods Tennis Center opening
in 2015
2 | Sign up for lessons at the new Woods Tennis Center
opening in 2015
3 | Woods Tennis Center will provide Lincoln with quality
tennis lessons in a new building opening in 2015.
LPF Benefits Ad
1 | Like our page to join in supporting the Lincoln
park community
2 | Like our page to show your support in keeping Lincoln
parks beautiful.
3 | We’re building a sense of community and improving the
quality of life with parks. Show your support by liking
our page.
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PARTNERSHIPS
Working with local organizations
will be key to maintaining a strong
social media strategy for the
foundation. During implementation,
we’ll work on building relationships
with key member of the community
who will help cultivate awareness
for the Lincoln Parks Foundation
Facebook page and future campaigns.
Community partnerships will
strengthen the sense of unity within
Lincoln and generate useful content
to ensure timeliness and relevance
for the foundation’s social media
platforms.
Dear (insert organization),
Hello, my name is Jolene and I’m an intern at Hurrdat representing our client, the Lincoln Parks Foundation, for a series of campaigns that will run through the Lincoln Parks Foundation Facebook page. For the next three months, the foundation will create social media content that celebrates each individual Lincoln park, promotes the new Woods Tennis Center, and increases donations back to Lincoln Parks and Recreation. With this, we’re asking for you help.
We’d love it if (insert organization) helped in the process of getting the word out about the Lincoln Parks Foundation page. In return, we ask that you send us any or all events (insert organization) is involved with, so we too can share the news of current happenings with Lincoln parks.
Below you’ll find a link to the Lincoln Parks Foundation. If you haven’t already, then we invite you to “like” and share our page on your organization’s Facebook page. Again, we know that your organization plays a significant role in the eyes of our audi-ence and having you share the word about our mission will strengthen our strategy.
Thank you for your time. And if you have any questions or concerns at all, then please feel free to ask. I’ll do my best to answer.
I look forward to working with you!
Melissa
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PROPOSED CAMPAIGNS1 | Day in the Park
The Lincoln Parks Foundation will host “A Day in the Park,” a public relations event with multiple
opportunities to customize and evolve. In its most basic form, this event will invite the Lincoln
community to visit a park on a specific day of the year. Though open to the public, we’ll send
invitations out earlier to local “mom- bloggers” in an effort to encourage free coverage of the event.
The event will either be open to all parks in Lincoln or narrowed to a specific park if special activities
are planned or if the event will require volunteers.
Another facet of the event will be the introduction of a Twitter hashtag (e.g. #LNKpark, #DayinPark,
etc.) Park goers will be encouraged through social media to share photos on Instagram using these
hashtags in an effort for the Lincoln Park Foundation to collect their experiences and for future user-
generated content.
Best Case Scenario
• Multiple parks are a part of the event
• Email list sent out to bloggers, influencers ahead of the event
• Branded signs/visuals for event that promote each park and hashtag
• Lincoln Park Foundation volunteers/workers facilitate games or activities at multiple parks
• Hurrdat maintains social media during the day and collects images tagged by hashtag
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PROPOSED CAMPAIGNS2 | Celebrity Approved
As another public relations attempt, this event would focus on how Lincoln parks serve as inspiration
for public figures in Lincoln. We’d invite these individuals to share their favorite park or specific
location at a certain park. We’d then share these results in a variety of mediums from short, shareable
videos to blog and social media posts.
An example would be to invite the Lincoln Mayor Chris Beutler to test ride multiple slides at different
parks for a day and then deem which slide was the favorite or “mayor-approved.” This could even go
so far as to award that slide with a plaque commemorating its achievement.
Another example would be to collaborate with new Husker coach Mike Riley’s love of bike riding by
formally welcoming him to Lincoln with the best bike routes or parks enjoy with his grandson.
Best Case Scenario
• Detailed list of when events would happen and how many celebrity-sponsored events will happen
• Email invitations and phone calls made to secure endorsers
• Photos, videos, news stories, and interviews collected at event for social media purposes
• Any materials needed to assist campaign (e.g. bike map for Mike Riley, mayor approval plaque etc.)
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PROPOSED CAMPAIGNS3 | Woods Park
The Lincoln Parks Foundation Facebook page will extend the current goals of the Woods Park Tennis
Center campaign, “Taking the Game to the Community,” to further fundraising efforts and awareness of
the center.
This spring, the Woods Park Tennis Center will present the Champions Cup at the Pinnacle Bank Arena
on April 1. With all the hype around the event, it makes sense for the Lincoln Parks Foundation to
place the Woods Park Tennis Center into conversations leading up to the Champions Cup. This can be
done by creating a social countdown to the event. A ticket giveaway solely through the Lincoln Parks
Foundation social media channels will also aid in engagement. Overall, social media will be used to
further explain the opportunities the new Woods Park Tennis Center presents and how the community
can get involved.
Creating posts about the center will also highlight youth programs available and opportunities for
those who wouldn’t normally have a chance to take tennis lessons. The posts could also feature the
generosity and history behind the Woods Park Tennis Center.
Best Case Scenario
• The Lincoln Parks Foundation will give away a pair of tickets to the Champions Cup as part of the
social campaign leading up to event
• Other park partnerships and organizations will share the foundation’s branded content that
promotes the Champions Cup
• The foundation will be present at the Champions Cup with a booth for the Woods Tennis Center
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PROPOSED SERVICE PRICING
February-April
Begin regular social content
Countdown to Woods Park
Three weeks of interim content
Feb. 9
April 6-20
May 1-22
May- August
New interns take over social media content
Blog strategy and integration
Instagram strategy and integration
Day in the Park campaign
Three Weeks of interim content
May 25
June
June
July
Aug. 14 - Sept. 4
September - December
New interns take over social media content
Blog strategy and integration
Instagram strategy and integration
Day in the Park campaign
Sept. 7
Sept.
Oct.
Dec. 15 - Jan. 8