Feed the Homeless Social Media Strategy
The following is a draft for the Social Media Strategy assignment for Comms 3364 at Lamar University. Subject to change:About:
We are changing the community, one plate at a time. Our goal is to serve the homeless and those in need twice a months with a cookout. To accomplish this, we need to network with our community. Through our social media, our post will encourage two key topics, Inform and advertise. Post are meant to showcase where the next events will be, information those who would like to participate and be a part of this mission, showcase the benefits of how these events help the community and the impact they leave, and to spread awareness of the event for as far as the hypothetical net can reach.
Social Media Objectives:
Our goal is to inform, inspire, and show selflessness. Social media posts should reflect these. A delicate balance should be given for posting genuine content without looking superficial. Relatability is key. Pictures should be used in conjunction with whatever is being posted. They can be organic pictures taken within each event or ones from a license company. Whichever is more relatable to the topic.
Social media Policy:
Any social media post or topic aims to inform and strengthen the community through our outreach. Topics must relate to the company and how others can volunteer their time. Other angles are how this outreach has impacted those whom we have helped, how they can help, and testimonials from our outreach.
Brand voice & Design Guidelines:
Our posts are meant to be relatable and positive. The message should be positive and end with a call to action. Whether it be volunteering or helping others and making our efforts more aware of those who need it.
Target Range
Our target audience ranges from young adults to to those in their 50-60. We carter to those who can volunteer their time and be able to arrive at location through personal transport. Those who have christian faith will also Abe targeted as the religion calls for acts of service through time and donation
Core Demographic
The serving demographic is unemployed adults, homeless and those who are in need in Beaumont Texas. We will not deter those who do not fit into this demographic, we are here to help those in need, no matter the circumstance.
Customer Behavior
The behavior of our audience may be dismissive. Our post are not to entertain but to give and receive help. However, time will help establish our cause and give further legitimacy
Competitive analysis:
Night Strike Beaumont is so far the only competition in Beaumont. They operate their cook outs every 1 Friday of the month. Rather than compete, we can compliment their efforts by working int the middle of the month or every 2 weeks. Partnership/ collaboration could be achieved through similar interest and strengthen the bond in the community.
Crisis Communication Plan:
During a crisis, we should assess if the crisis that is happening is something that is the direct or subsequent fault of the company. If so, we should be prepared to take direct action against that many faults when it applies. Be sure to have transparency and empathy toward the situation, and then transition it to a more positive manner.
Employee Social Media Guidelines:
There should not be any profanity on social media pages. Are tiny space on the Internet is meant to inspire and shine. Any posts or comments made that have violated this should be removed.
Social Media Audit:
Our audience isn't necessarily those who are on social media. However, it is meant for the community to outlook and reach to those who are in need. If, after a case study, more than half of the followers on our page are those directly facing hunger, we will reevaluate.
Financial
For social media post should be non-automated and organic. The only money that may be spent on posts is from the photos that are needed for the post unless stated otherwise.
Per event, the following will be needed to be purchased:$500 per 50 people served.
$200 dollars worth of cooking food. Like meats, buns and other fixings
$100 on sides like chips and
$100 of water and other beverages
$100 on grill fuel. Charcoal or propane.
Prices may very and need to be adjusted accordingly after implication
Smart goal
Goal 1: Have 4 successful events to post on socials to create awareness.
Goal 2: Included testimonials that correspond with the events, either volunteers or those who we help on social media
Goal 3: Instagram and Facebook audiences through viewer engagement.
Goal 4: Grow social media weekly by 20 likes and followers a week
SWOT Analysis
Strengths:
Regular post and engaging with our social media posts.
Relatable with christian philosophy and strengthens community bond
Weaknesses:
We are small and just starting out compared to competition.
We have a weak presence in Beaumont.
Opportunities:
We are able to capitalize leaving a bigger digital imprint versus our competitor who doesn’t post much
An underdog in the community with a positive message can tell for good story telling post
Threats:
Irrelevance - if we aren’t careful in the frequency of post and engagement, we could fall into over or under saturation be be ignored at first glance.