Company: Presbyterian Home For Children
Project Type: Marketing Campaign (Social Media Marketing Class)
Date: August - December 2023
Location: Talladega, Alabama
Social Media Platforms: Instagram, Facebook, LinkedIn
Software Used: Canva, Cloud Campaign, CapCut
Results: 23% increase in Facebook followers. 44% increase in Instagram followers.
Marketing Strategy
Class Group Project:
Presbyterian Home For Children (PHFC) is a non-profit located in Talladega, Alabama that serves children, youth, young female adults, and families who seek healing and hope for their precious lives by providing a faith-based safe haven. Samford University's Social Media Marketing class had the opportunity to develop a social media marketing campaign for the company.
Target Market: Women and Men (50+). Married Couples (30s - 40s)
Goals: 1. Increase Brand Awareness. 2. Increase Social Media Traffic and Post Engagement. 3. Increase Website Traffic
Objectives: 1. Increase the following on Instagram (by 100%), LinkedIn (by 10%), and Facebook (by 10%). 2. Consistently post creative and strategic content daily on social media (while tracking the performance/percentage increase of this effort). 3. Increase website traffic by 20%. Specifically looking for an increase in pages related to a) signing up for emails/newsletters, b) volunteering, and c) donating.
Metrics: TBD
Tone Of Voice: Compassionate, Inspiring, Compelling, Warm, Empathetic
Social Media Posts
Created in Canva a "How-To Infographic" highlighting Presbyterian Home For Children's volunteer opportunities. This will be published to their Instagram and Facebook pages on November 23, 2023.
Caption: We need all hands on deck!! 💚 #Volunteer at Presbyterian Home For Children by helping us 🎨 Refresh Our Campus 🌳 Clean Our Grounds 🚌 Wash Our Vehicles 🎉 Service Our Special Events On and Off Campus! To volunteer, reach out to Bud Kitchin (info on graphic)! #talladegaserves #talladegapresbyterain
Created in CapCut a "How-To Video" highlighting how to reach out to get involved and Presbyterian Home For Children's volunteer opportunities.
Caption: Join us in making a difference at Presbyterian Home For Children. 🤝🏡 Here are the different ways you can serve your community! 🎨 Refresh Our Campus by painting or cleaning 🌳 Clean Our Grounds 🚌 Wash Our Agency Vehicles 🎉 Help with out Special Events On and Off Campus To volunteer, email BKitchin@PHFC.Org for more information. Together, we can make a positive impact! 💪 #PHFC #nonprofit #talladega #dega #alabamaservice #presbyterian #love
LINKEDIN POST FOR PHFC
Volunteering is a powerful way to transform yourself and others' lives in remarkable ways. As seen in this inspiring video, we witness the transformative impact of giving back to the Presbyterian Home for Children community!
Here are some benefits of #volunteering:
1️⃣ Purpose and Fulfillment: Volunteering allows us to give back to the community, find a sense of purpose, and make a positive impact.
2️⃣ Skills Enhancement: Sharing our expertise benefits the community and helps us refine and expand your skill set.
3️⃣ Network Expansion: Volunteering introduces us to like-minded individuals, creating new friendships and opportunities.
4️⃣ Mentorship and Learning: It's a platform for mentorship and guiding the next generation.
5️⃣ Health and Well-being: Volunteering improves mental and emotional well-being.
Are you ready to make a difference? Reach out to bkitchin@phfc.org to register to volunteer! For more information on ways to get involved, check out our website https://phfc.org/ 🌎❤️
#VolunteerImpact #CommunityService #LifelongLearning #PHFC #Talladega #Alabama
https://youtu.be/lCdlre91Bvg?si=s74sX4JVEoGAaquO
____________
This LinkedIn post is catered to an audience of professional women and men in their 50s. It describes the need for volunteers and the benefits they can receive. The call to actions are email to register and go to the website for more information. The content used is from the PHFC YouTube Channel.
PODCAST:
Podcast Format: One-On-One Interview
Theme/Topic: Non Profit Faith Based Businesses
Host: CEO Doug Marshal
Interview Questions between Doug and a Spotlight Alumni:
1. Alumni, what is your name, where are you from, and how old are you? Could you also please share with me your favorite song and color and why?
2. As you reflect on your time at PHFC what are some moments, good or bad, that stand out to you and why?
3. How has your perspective on life and success evolved since your days at PHFC?
4. In what ways have you maintained a connection with your fellow PHFC alumni, and how has this network been beneficial in your life?
5. What's a valuable skill or lesson you acquired at PHFC that you still use regularly in your personal and professional life?
6. Have you been involved in any philanthropic efforts or charitable activities to pay it forward, like how others supported you during your time at PHFC?
7. Can you share a specific story or example of someone at PHFC who had a profound impact on your life, and how did they influence your journey?
8. How do you envision the future of PHFC, and what role do you see alumni playing in its growth and success?
9. How have you seen your faith develop since being at PHFC?
10. Are there any life principles or values you developed at PHFC that you continue to hold dear and prioritize in your life today? And if you could go back in time and give your younger self one piece of advice what would it be?
Interviewee Recommendations and Topic Ideas:
- A spotlight volunteers (story-telling of events)
- A spotlight alumni of PHFC (emotional impact. example in questions above.)
- An Intern (upcoming events and experience working at PHFC)
- The Volunteer Chair (The need for volunteers in a nonprofit)
- Their Main Donors (wealth, benefits, and impacts of donations)
- Miss America (What philanthropy she is involved with and how she benefits PHFC)
- Church Leaders (Explaining the faith)
- Different Leaders of the various sections in PHFC (Explaining the different programs provided)
____________
In general, podcasts cater to a younger demographic; therefore, this podcast with PHFC will focus on educating the audience on the inner-workings of a nonprofit business and to encourage them to make a positive change within their community. Since PHFC’s target audience is older, I suggested bringing on guests that will cater to them; for example, an interview with one of the donors so that they can learn more about how the finances are managed in the nonprofit. The questions above are to shed light on the success of Presbyterian Home For Children's programs through an interview process.
Campaign Idea: “Care Chronicles”
Personal Assignment:
This comprehensive plan leverages social media and community engagement to promote volunteerism and foster a sense of community. It combines various content formats and tools to maximize the campaign's reach and impact while keeping costs low through organic strategies.
#TalladegaCares #Volunteer #PHFC #NonProfit #Talladega #Presbyterian #PresbyterainHomeForChildren #Love #GiveBack
Campaign Goals:
Raise awareness about the Talladega community and the positive impact of volunteering.
Encourage more individuals to volunteer and engage with the community.
Strengthen the online presence and community relations of your organization.
Content Creation:
YouTube video interviews with successful volunteers, edited into shorter clips for various platforms.
Conversion of interview scripts into blog posts for SEO optimization.
Infographics containing quotes from interviews for sharing on Facebook.
Highlight sections on Instagram and LinkedIn for interviews and success stories.
Regular video releases on various social media platforms.
Utilization of impactful quotes and images with links to the website for additional content.
Social Media Strategy:
Use relevant hashtags (#TalladegaCares, #GiveBack) to maximize organic reach.
Partner with local influencers and brands for wider outreach.
- Local Restaurants (BBQ or Mom and Pop Owned)
- Presbyterian Church Moms/Wives or Dads/Husbands
- Miss. Alabama
- Shaquille O'Neal (have him tag phfc or repost content)
Engage with and follow relevant groups on Facebook and LinkedIn.
- What's Happening in Talladega? - Public Group (18k members)
- What's Happening in Talladega? - Private Group (12k members)
- Help Wanted in Alabama - Private Group (4.6k members)
Schedule posts using Cloud Campaign (Hootsuite and Meta are good alternatives)
Create infographics with Canva.
Track metrics using Google Analytics.
Manage the website using Wix or an alternative.
Team Structure:
Community Relation Specialist to plan outreach events and know the community.
Social media intern to create and schedule content and manage metrics.
Intern may also create and edit videos.
Volunteers to assist with various aspects of the campaign.
Volunteer Recruitment:
Promote volunteer sign-ups through the Care Collective.
Collect information such as name, contact details, source of information, and preferences.
Ensure volunteers are certified and background-checked.
Provide automated confirmation emails with next steps.
Encourage volunteers to share their stories with a campaign hashtag.
Incentives for Volunteers:
Offer incentives such as thrift store discounts or goody bags.
Provide volunteers with campaign-related content and updates.
Offer branded T-shirts to promote community unity and brand awareness.
Community Engagement:
Identify and join relevant Facebook groups.
Share results and updates on volunteers and events.
Follow up with volunteers and donors.
Regularly report and analyze website and social media traffic.
