Strategic Brief and Content Plan€¦ · 4. What would be their ideal experience with your social media? a. Her ideal experience with my Instagram account would be an active experience

Instagram Strategic Brief Document & Content Proposal

Instagram Strategic Brief & Content Proposal

Jazmyne Howard

Shepherd University


Audience Persona #1

Backstory:

Kelly is a student at Shepherd University who just decided to change her major. However, at this moment

she is still undecided as to what she wants to change it too. She comes from a huge, outgoing family that

supports her in everything she does. She likes to read and enjoys doing her school work and being on top

of her assignments. Her personality is very spontatneous and she is a very funny, likeable perosn who

knows a lot of people. Her goals and aspirations in life are to simply be successful and to do what makes

her happy.

About:

1. Given their backstory, why would they subscribe to your social media content? What is it that

you bring to the table for them?

a. Given Kelly’s backstory she would subscribe to my Instagram account because she interested in

getting in the Communicatons major. She has heard nothing but good things from her friends

about this major and is highly nterested. This account will allow her to know the ins and outs

about the Capstone event. She will also get to hear from some Communications students

Name: Kelly Thomas Age: 19 Gender: Female Location: Frederick, MD


firsthand. She can learn about their Capstone projects, what being a Communication major means

to them, and what they would recommend to anyone who’s thinking about becoming a

communication major.

2. What problem(s) can you help this person solve?

a. I can hopefully help Kelly with determining what major she wants to choose. Even better, help

her to think about what future career plans she would be interested in.

3. How do they prefer to be communicated to / with? (tone, voice, etc. For example, formal

language? Down to earth? Explain)

a. She is a very personal girl, so talking in a professional matter is something she has no problem

with. Given her personality, she isn’t afraid to crack a joke or a smile also. Essentially she can

play both parts and still be successful. Overall, she is a down to earth girl and can handle being

communcated any type of way.

4. What would be their ideal experience with your social media?

a. Her ideal experience with my Instagram account would be an active experience. She will like

every post and make it aware that she is actually interested in attending the Capstone event. She’s

even told some of her friends about the account and they have followed as well. She enjoys being

involved with the posts, and doesn’t want to miss anything. She is determined to narrow down her

choices to what major to choose, so being on top of the posts about the Capstone is something she

prioritizes.

5. What do you have in common with them? What experiences do you share with them?

a. What I have in common with her is that I also changed my major my sophomore year. However, I

knew what I wanted to change it too, which was Communications. I also had a lot of friends, as

well as teammates, who were telling me great things about the major. Also, my personality is

outgoing.

5. Describe the emotion they would feel after consuming your content.


a. I think they would feel welcomed into the Communications department. After consuming my

content I think she will be able to confidently choose Communications as her major of choice.

Audience Persona #2

Backstory:

Matthew owns a small business in the great city of Washington, D.C. He graduated from Columbia

University, majoring in Business Adminstration and Management. Before he started his business, he

worked in the biggest event company in D.C. He just got married to his high school sweetheart three

years ago. He enjoys working out, visiting museums, and traveling as much as he can. His passion right

now is his business and puts in great work and time into it.

About:

1. Given their backstory, why would they subscribe to your social media content? What is it that

you bring to the table for them?

a. Matthew would subscribe to my Instagram account because he is currently searching for two new

interns for his business. With his company just starting out, he specifically wants to students from

Shepherd University to assist in his operations. His best friend is a professor at Shpehrd

Name: Matthew Davis Age: 34 Gender: Male Location: Washington, D.C.


University and relayed information about the upcoming Capstone event to him. He found my

account after some research and is eager to keep updated with information regarding the event.

He hopes this will be an opportunity where he can exchange information with some students.

2. What problem(s) can you help this person solve?

a. Some problems I can help him solve is finding the best interns for his start-up businsess. As said

before, he specifically wanted students that attend Shepherd University. He knows Shepherd

University has great students, especially in the Comm department. Finding interns are at the top

of his priotity list right now and attending this event is something he looks forward too.

3. How do they prefer to be communciated to / with? (tone, voice, etc. For example, formal

language? Down to earth? Explain)

a. He prefers to be communicated formally and professionaly. It means a lot to him when students

show professionalism and know how to talk and act in a formal setting. What is also a big deal to

him is a firm handshake. However, he is an approachable person and enjoys conversation with

anyone.

4. What would be their ideal experience with your social media?

a. Their ideal experience with our social media is following it everyday looking for postings and

pictures of communciations students. Here, he will not only gain information about the event but

get to know the students in-depth before attending.

5. What do you have in common with them? What experiences do you share with them?

a. I don’t specifically have anything in common with Matthew, other than being able to attend a

college to pursue my dreams. An experiene I do share with him however, is being involved in a

start-up business. I currently intern at a small business that started not too long ago. I know what

is expected from someone who is an intern, with all my previous experiences as well.

6. Describe the emotion they would feel after consuming your content.

a. After consuming my conent, Matthew will able to walk away with a good idea of what to expect

when he attends the Capstone event. He also will have a better idea of who he’ll expect to see


based off the videos of the students shown on Instagram.


Goals and Objectives Goals:

1. To have at least two or three of my followers be important figures in our community like

future employers.

2. To have interaction that include likes, shoutouts, and comments on my posts.

Objectives:

1. Gain positive feedback from students inside and outside of the Comm department as well

as other audiences who want to learn and see more about the event.

2. To target my audience to the the three specific types of people already stated.

3. To raise awareness about the Shepherd Comm Department Capstone event to friends,

family, Shepherd students and faculty, and future employers.

4. To increase my following each day leading up to the event by posting interesting and

intringuing content.

5. To have a consitent, intriguing theme that stands out from the rest.

Smaller Objectives:

1. Share postings that people can relate too.

2. Post at the Right Time.

3. Use popular and Relevant Hashtags.

4. Follow Others.

5. Utilize Instagram story.


Social Media Channel Purpose Statement, Differentiation, and Value

Instagram: A social networking app that is made for sharing photos and videos. Similar to Facebook or Twitter,

everyone who creates an Instagram account has a profile and a news feed. When you post a photo or

video on Instagram, it will be displayed on your profile. You will also be able to see other users posts as

well. It will be an informative and fun way to engage students, faculty, and employers. My followers will

be able to keep up with the progress of the Capstone event, know about graduating communications

students, learn some event planning tips, and so much more. I chose Instagram as my platform for many

reasons. One I feel it would reach the most amount of people in a short amount of time. I also feel it is

valued higher than other social media accounts amongsts students and even businesses. On this platform,

you are able to do a lot and I think it works best with my Capstone project.


Content Proposal

I. Overview of Plan

A. The content I plan on creating includes posts about when the event is, where it will be

held, and the reasoning behind the whole Capstone event. I also intend on posting videos

nearing closer to the Capstone Board Presentations of students giving testimonies about

their own project, what they expect from the event, and what it means to them. I hope to

have a consistent theme and a nice flow of information from one post to the next. Lastly,

I would like to post things specifically about event planning to tie in everything and

incorporate just a small segment of what my Capstone is really about.

II. Fit with Goals & Objectives

B. The plan will fit with both my goals and objectives by being a platform that can raise the

most awareness. My Instagram account will be a tool where students can provide

feedback about the event or even ask questions. Videos and pictures can both be posted

as well for students to have an in-depth look into the upcoming event.

III. Audience

C. My audience includes students at Shepherd Unviersity that want to attend the Capstone

event. It can also be a way for students who are undecided regarding their majors. This

account will allow students to be engaged and informed. They can attend and learn more

about different students and what communications tools they used to create their project.

Faculty can come to get an inside look into another department and what we have to

offer. Future employers can use this tool to raise awareness of the event and the students

participating in it.


Content Calendar

Mondays

• Content that will be posted every Monday are basically reminders of the who, what, where of the

Capstone event. This can include a picture of the flyer, a student stating a reminder, etc.

Examples below:

Tuesdays

• Content includes event planning tips. Reiterating the big picture of this project which is event

planning. Find a way to tie in the event planning tips with project with what is said in captions.

Examples below:

Wednesdays

• Wednesdays is where the Instagram story will be in use. The stories will include whatever that

has to do with the event. Never will be the same content.


Fridays

• Have posts that cater to more of the students tha include undecided majors, and underclassmen.

Later in content …

• Communications students videos. Posted closer to event.

Snapshot of Content Calender …



References

Johnston, A. (2017, December 11). How to Create an Instagram Marketing Strategy. Retrieved March 11, 2018, from https://sproutsocial.com/insights/instagram-marketing-strategy- guide/


Documents

Strategic Brief and Content Plan€¦ · 4. What would be their ideal experience with your social media? a. Her ideal experience with my Instagram account would be an active experience