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Social Media Strategy ProposalQ4 Goals + Annual PerspectiveApril 3, 2019Executive SummaryOur team will create a standardized social media presence for Fusion Academy that can be replicated, managed, and delivers an engaging, true-to-brand experience.Business ObjectivesDefine every social platform and purpose and create system to manage the brand presence on social platforms inside of the Marketing department. The benefits of taking social media in house to the Marketing department will be to provide more time for campuses to focus on their campus initiatives, increase engagement and consistency on every platform, and build more referral relationships from intentional strategy.New Campus & Marketing Social Media RolesCampuses OwnDFI has a Sprout Social account and is campus social media lead.Responding to Facebook messages.Creating and managing parent Facebook group.Sending content to Marketing through defined process.Marketing OwnsCreating and posting all content for social platforms.Systemizing comment, message, and review response templates.Auditing social platforms for brand consistency.Responding to reviews on Facebook.Training DFIs on Sprout Social message responses.Creating guidelines for Parent Facebook groups.Creating process for campuses to submit content.Social media promo giveaway campaigns.Influencer relationship management.Social Media GoalsCreate and sustain influencer relationships + increase engagement in those relationships. Participate in the right conversations.Promote thought leadership + the lifestyle of being a Fusion student/family.Create brand consistency through brand voice, design, responses, account audits.Instill WONDER in audiences.Guide traffic to the website or direct contact; support profit pathways.Increase quality of followers + growth.This social strategy supports Fusion’s initiatives to standardize Marketing opportunities as well as create stronger profit pathways that are supported by social media engagement and consistent reporting.Social Media Success CriteriaNumber of accounts audited + at 100% brand consistency.Number of new (referral) influencer relationships.Number of Fusion story content shares.Strategy ScopeProject PhasesNew strategy developed.New strategy approved.Roll-out new strategy to field.Deliverables1-page strategy explanations for each platform.13 posts per month shared on Instagram, Twitter, and Facebook pages.Social media reports per month.Annual conference calendar.Summer promo giveaway campaign.Graduation posts re-shared from campuses.Influencer network compilation.Training for DFIs.Roll-out announcements for HOS call, DAO call, the FLASH!.Strategy explanation page in Fusionology.Excluded DeliverablesResponding to campus Facebook page messages.Campus-submitted content on individual Instagram pages during Q4 (unless specifically graduation content).DependenciesCampus participation + respect of new process.DFIs are approved to be campus Facebook owners.AssumptionsThis new strategy will be approved by leadership and the field will accept the change.ConstraintsWe do not have the bandwidth to respond to campus Facebook page messages.Project Milestones & Target DatesMay 4: Announce new social media plan to RDAOs.May 11: New social media plan approved by RDAOs + DVPs.May 21: Trainings + updates in Fusionology.May 21: Announce new social media plan on the HOS call.May 28: Announce new social media plan on the DAO call.May ?: Announce new social media plan on the DFI call.June 1: All social platform audits complete.June 8: All social platform brand consistency edits completed.Project TeamEmily Scholl - Analytics + Strategy Lead, Project ManagerMarena DeLeau - Art Director, Sprout/Account Manager, Training LeadKenny Porter - Content Writer, Editor, Research LeadStakeholders - Peter Reiner, Jason Kitchen, Kate Hermosura, Steph Torosian, Brad Astin, Steve RacelisScheduled Status ReportsOne strategy meeting per quarter where data, content, and designs are pitched. (On the first Wednesday of every month.) One creative review meeting every month. (On the third Friday of every month.)Q4 Goals + TasksAprilReporting + rhythm defined.1-page strategies created for each social platform.April + May content developed.April content shipped.Create plan for influencer database.Research messaging automation options within Sprout Social tool.Research education topics + national conversations.Build more creative assets in Sprout Social.Decide on content buckets + prioritize content by type.MayCreate strategy report/reasoning for shift in social media strategy from local to nationally owned.Roll out new standardized practices with training tools.Define what needs to be audited and create action plan; begin audits.Develop social content for June + July.May content shipped.Begin creating annual conference calendar.Create process for local content to be submitted to MKTG.Begin implementing messaging/response automation across all Facebook accounts.JuneSocial audits are completed + consistency guidelines are implemented.June content shipped.July content developed.Graduation campaign support.Continue to support training for DFIs.Summer promo giveaway campaign. ................
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