We began our presentation by outlining the client's needs and expectations. From there, we emphasized the significance of social media in the non-profit sector, highlighting its role in achieving organizational goals. Starting with the "why" helps align everyone's understanding of social media and its value in reaching the desired target market.
Starting with Why:
Benchmarking
For our client, Presbyterian Home for Children, we analyzed multiple non-profit organizations to establish benchmarks. This allowed us to compare social media campaigns, generate ideas, and provide target metrics for social media performance. Benchmarking helps the client understand where their social media presence stands regarding likes, engagement, followers, and other key metrics compared to similar organizations. Benchmarking demonstrates the potential for reaching comparable numbers and highlights other organizations' successful strategies.
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Volunteer Personas
Buyer personas are important because they help us understand who we are targeting. Volunteers are hard to come by these days. Those who volunteer at places like the Presbyterian Home for Children are typically retired individuals, passionate mothers, and church volunteers, all motivated by a desire to contribute to the greater good. Below are the buyer personas our team created to better understand our target audience.
Social Media Assessment and SWOT Analysis
ocial media can be a great opportunity for non-profits, allowing people to become aware of their mission and start supporting them. During our presentation, we shared the highest metrics of their current social media posts and compared them with our targets. This helped us communicate the importance of social media in sharing content and keeping people aware of the organization. We then transitioned into benchmarking goals, discussed additional tools for creating high-quality social media posts, and reviewed the organization's current social media standings, identifying areas for improvement. Additionally, we conducted a SWOT analysis to pinpoint areas where the organization can enhance its performance.
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Detailed Marketing Campaign
The Care Chronicles social media campaign is designed to highlight the volunteers at the Presbyterian Home for Children (PHFC), showcasing who they are and why they serve. This campaign aims to drive people to the PHFC website to get involved. To appeal to our target audience, we will use influencer partnerships and offer incentives such as thrift store discounts and goody bags. The comprehensive plan leverages social media and community engagement, combining various content formats and tools to maximize reach and impact while keeping costs low through organic strategies. Volunteers will receive campaign-related content, updates, and branded t-shirts to promote unity and brand awareness. The campaign will feature a mix of still content and videos, focusing heavily on videos due to their higher popularity and viewership on social media. View the details of our campaign idea below!
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Brand Partenrships
Given that Presbyterian Home for Children is a local nonprofit, we believe partnering with local restaurants to ask customers to donate funds at checkout could be beneficial to PHFC. This initiative not only supports the community but also raises awareness and funds for PHFC's needs. Additionally, collaborating with local churches to recruit volunteers could significantly benefit the organization.
In today's influencer-driven world, leveraging influencers to support PHFC can amplify the brand and cause. For instance, having Miss Alabama visit and interact with the children presents a unique opportunity to highlight the impact of PHFC on the community and garner broader support.
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Content
Our team dedicated hours to crafting and producing high-quality content for all social media platforms, including Facebook, LinkedIn, and Instagram. Our efforts yielded impressive engagement with multiple likes, shares, and comments. Through this process, we honed our skills in creating cohesive content and writing captions that authentically reflect PHFC's mission, voice, and Brand persona. The content here consists of one short video and two photos. Click to see the posted content.
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The Numbers
From the beginning of the semester to the end, we saw a positive increase in social media followers across all platforms. We were grateful for the hands-on experience in campaign development and learned a lot during our time running social media accounts for Presbyterian Home for Children.
Apendix
Due to time constraints, we were only able to present a portion of the information we researched. Additional details can be found in our appendix below. If you would like more information about the project, please feel free to reach out to me directly.
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