Social Media Marketing Campaign

Establish Goals

Increasing Grace Klein Community Brand Awareness

Brand awareness for nonprofits like Grace Klein is important because it helps to connect with potential donors, volunteers, and other supporters. In addition, it will help Grace Klein stand out from the rest.

Increasing Grace Klein Community Web Traffic

Web traffic is especially important in raising awareness about Grace Klein, educate, and recruit. With Grace Klein's social media, it should be driving people to learn more and look at the website.

Improving Conversion Rates on Grace Klein's Social Media and Website

With conversion rates, it is important to understand that low conversion rates mean low online donations. So, by working to improve conversion rates, there will be an increase in Grace Klein donations.

Campaign Idea, Theme, and Type

Campaign Idea

Film an Instagram Takeover while tabling at local Farmers Markets like Pepper's Place and West Homewood's Farmer Market.

Campaign Theme

The theme is "Farm to Table", this can even be a way to get donations from the vendors with any extra food from the Farmers Market. In addition, the theme will stay positive and get people's live feedback.

Campaign Type

The Campaign type is video contest. That way there is email acquisition, participant demographics, collection of UGC, and increase in social following.

Target Audience

The target audience of the "Farm to Table" campaign is to help young parents with children in the Birmingham community.

Campaign Budget and Resources

Allocate require funds

It is important to allocate require funds from a portion of the total revenue. So, for my campaign, I would allocate for 3% of the revenue of Grace Klein Community. This way purchasing items of table cloths, stickers, pins, tee-shirts, pro-style caps, and other marketing materials.

Search engine optimization Resources

Search engine optimization or SEO would be a great resource for a cost-effective way to reach potential customers. There are many resources like "Google's SEO Starter Guide."

Account for costs with Hiring

Cloud Campaign

This campaign would be a great opportunity to get new marketing materials like pictures, videos, for more marketing campaigns. With this, taking into account for a video and/or photography company would be beneficial.

By using resources like Cloud Campaign, it will allow Grace Klein to continue to stay organized while keeping track of content creation teams. With this campaign, the farmers markets are on Saturday, so it is extremely important to spread the word on Monday, Wednesday, and Friday. In addition to a recap of the tabling on Sunday.

Campaign Parameters

01.

Hashtag Usage - It will help build the brand and keep all the posts together. The hashtags for the campaign are #farmtotablegkc and #gkcpartnership.

02.

Participant's personal data collected and used - since most of the campaign will be on Instagram, all private accounts will not be posted on the GKC profile.

03.

Local Farmer's Market Accounts - all content from the farmers market accounts will be reposted to the GKC profile so others will follow the farmer's market as well.

Campaign Incentives

01.

Direct Recognition - This will recognitive the donors that contributed to the "Farm to Table" campaign. This can be some of the local venues or a pedestrian that signs up to volunteer while at the farmers market.

02.

Matching Donations from the Local Vendors - with the campaign, we can work with the local vendors to see if one of their items is purchased, that same item also gets donated to GKC.

03.

Merch - Some of the merch that GKC can create is stickers, pins, tee-shirts, pro-style caps. In addition, anyone that signs up to volunteer, can get a special volunteer shirt.

Where the Campaign Will "Live"

Instagram

Younger Demographic

Meta Resources

Easy to use story/post tools

Foster interaction among users and enhance content visibility.

Campaign Timeline

Saturdays

Since the farmers markets will only be on Saturdays, that will be the only day for tabling for "Farm to Table."

Summer 2024

Since more kids and parents will have more free time over the summer, the perfect time to start the campaign would be during Summer 2024.

Repost Reminders

Repost Reminders of the tabling's will occur Monday, Wednesday, Friday.

Develop Campaign Assets and Calendar

The colors and fonts will align with the GKC brand guidelines.
Hashtags to be used: #farmtotablegkc #partnershipgkc
On the right is an example of an optimal "Campaign Asset", highlighting where it would take place.
Expectations:
It would take place during Summer 2024 and all posts would take place on Monday, Wednesday, & Friday.
Content used will only be highlighted on GKC, FeedBham, and Pepper Place, no other platforms would be used.
Instagram Ads may be published for overall optimization.
Influencer:
The selected influencers and brand partners could be incorporated into this campaign by having them table one weekend and participate in the instagram takeover.

Set Up Listening Streams

Listen Stream Options:

1.https://sproutsocial.com/

2. https://www.agorapulse.com/

These two listening streams are best for tracking important interactions. Sprout Social is great for starters on multiple networks. It is able to condense all the interactions into one platform. Agorapulse helps brands keep a pulse their social mentions. A unique feature is it allows users to set parameters to filter specific phrases and platforms out of the monitoring feeds.

The "Farm to Table" Campaign has begun...

Promote the Campaign

The campaign will be promoted in every local coffee shop, bookstore, and via the influencer connections. In addition, contacting Birmingham churches to get their involvement in the project. Also, we would continue to use the hashtags created.

Monitor and Engage

Engagement would be tracked via the SEO and web traffic. In addition, using the reasons provided by Meta, tracking the amount of saves, comments, likes, and views on post and videos. With that, GKC would continue to comment, like, and tag all participants in the campaign.

Adjust Before

The adjustment before would be planned by revisiting the goals of teh "Farm to Table" campaign, if the platforms need to be switched, if the target market needs to be altered, and if there needs to be an allocation of more funds.

After Results

Announcing the Results

Since there will not be a winner, the results would be shared via Grace Klein Community newsletter and via Instagram post. An Instagram story would not be used because we do not want to overwhelm the users will post. In addition, a written blog post should feature the journey of the "Farm to Table" campaign.

Follow Up with Entrants

A thank you would also be posted via Instagram, thanking Pepper's Place and Homewood Market. This would help add value and build stronger relationships with the future volunteers and increase partnerships. A follow up survey would be sent to everyone who signed up to volunteer for GKC at the event.

Report and Analyze

After gathering all the information and metrics from the "Farm to Table" campaign, some questions that would be considered is:

1. Was the target market reached?

2. Was more budget needed?

3. What was the feedback from participants?

These questions who be helpful to get a conclusion over all the campaign material.