Seattle Children's Center

Transcription

1 Seattle Children's Center Digital Marketing Campaign Strategy Presented by March 11, 2018 Seattle Children's Center Headquarters Queen Ann, Washington 1 (800)

2 Introduction Seattle Children's Center is a centrally located after school care and weekend care facility geared towards low income and at-risk children and their families. We provide a wide range of activities and have a wonderful facility featuring basketball and tennis courts, a pool, playrooms, a playground, and classrooms. Our vision is to provide a safe and open environment for children who need a place to play and learn after school and on the weekends. Executive Summary Our digital campaign strategy is to get our name out there and flood websites with our ads as much as we can, while also utilizing our Instagram and Facebook pages as much as possible to like and share things. Today we have our website and social media all up and running, and they are being utilized to get our brand name and logo out there. This campaign is necessary to build awareness of our company, but also bring in business and provide information about what we do. Some of the short-term benefits are to gain more followers and simply make people aware that we exist, and long-term outcomes are for the campaign to generate business and bring in new clients. Our plan is to is use our Facebook to make all of the meaty, informational posts and will be the place that people go to find information about upcoming events and classes, etc. Our Instagram will be utilized more for showcasing the fun activities, classes, and special events we have going on and used as a place for reminders of things going on. And our website will be the go to for all contact information, location, and information on our amenities and programs we offer. Community of Interest Analysis Queen Anne Book Company -Janis Segress - Manager/Co-owner (source) Seattle Children's Museum - (inspiration) Seattle area mom who blogs - Sarah ("the blonde giraffe") Content Strategy Campaign overall goals Campaign content purpose Target audience Campaign theme Campaign tone I would like to have this campaign strengthen our brand and make our name more recognizable. I would also hope that it our word-ofmouth recommendations would spike way up and we will gain huge foot traffic through our sites from it. The primary purpose of our conent is gaining 3) Insight (feedback, customer reviews). Our main target audience for this campaign is the parents of low-income and at risk children. Both genders are our target, the age range is between 25-45, the stage of life is most likely full time working parents, the motivation is they need help with childcare after school and on the weekends but need it to be affordable, the families will be within the Queen Anne area, but can be opened up to the greater Seattle area. Our campaign theme is "Just Be A Kid", meaning we want the center to be a place where kids have no worries and they can just be a kid. The overall tone we hope to convey with this campaign is an emotionally centered one but with a more casual tone so it's not too serious. We want to use images of kids at home maybe having a hard time with their parents struggling to find care for them, and use images of them happily at the center playing and being taken care of. Digital Marketing Campaign Strategy 2 6

3 Call to action Our call to action and key takeaways is that we offer affordable after school and weekend care that is easy and accessible to people all over Queen Anne and the greater Seattle area. We want our target audience to go to our website, read about what we do, and contact us and sign their children up for our classes and activities. Campaign Messaging Our campaign story is that our company's primary objective is to provide a safe and fun environment for after school care for low income and at-risk children in the Seattle area. Our campaign is about the children that are benefitting from this center and the services we offer. Keywords that would align with our campaign and theme are affordable, childcare, low income, at risk, activities, and center. We want people to remember us for reliable, professional, and affordable child-care. Implementation Campaign implementation includes platform-specific tactics and tools for the company blog, Facebook page, Instagram account, and . All promotional activities should map to the audience and be specific in purpose, content, creativity, frequency and timing, and roles. Editorial Calendar The editorial calendar represents a timeline for how messages will be delivered. The campaign duration is approximately two weeks. Throughout the duration of the campaign, there will be three blog posts, three Facebook posts, three Instagram posts, and design and distribution of two s. All content will align with campaign messaging, engage with the audience, and map to campaign goals. In addition to original posts created for the campaign, we will share posts, stories, assets, and events from individuals and organizations that add value to our campaign messaging. Key Digital Channel: Web, social media, . Indicates channel type Purpose: What are we trying to achieve? Entertain, inspire, spark dialogue, teach something, be relevant Content: What is the main campaign message or title? What type of post is it? Narrative vs. photo feature vs. video, poll, contest, event. Creativity: How will our content motivate audience engagement? Photos, video, boomerang, gif, meme, links, etc. An X is noted in the table as to reference assets or products that may be used as part of the post. Timing: When will the post appear on the channel? Date and time noted that is in line with best practices and industry standards for that channel. Author: Who is assigned to the task? Name of individual responsible for creating content. Digital Marketing Campaign Strategy 3 6

4 Digital Channel Purpose Content Creativity Timing Author Blog Post 1 are and what we do. Talk about the services we offer and the facilities we have. only or meme Quote Link(s) Audio or music Week of March 19. Blog Post 2 Showcase some of the classes and activities we have. Detail all of the special things we do at the center. only or meme Quote Link(s) Audio or music End of the week of March 19. Blog Post 3 Feature customer Feature customer testimonials about how what we do has helped them. only or meme Quote Link(s) Audio or music Week of March 26. Facebook Post 1 are and what we do. Highlight the services we offer and showcase our facility. w/link Photo(S) Live Event Poll Week of March 19. Facebook Post 2 Showcase some of our classes and the activities we offer. Give a glimpse of some of the classes we offer and the activities we do. w/link Photo(S) Live Event Poll End of the week of March 19. Facebook Post 3 Customer A customer testimonial about how great our center is. w/link Photo(S) Live Event Poll Week of March 26. Instagram Post 1 Single image Multiple images Photo Booth Boomerang IG Story Digital Marketing Campaign Strategy 4 6

5 are and what we do. Give a brief highlight of what our center is. Week of March 19. Instagram Post 2 Give a glimpse of our classes we have and showcase our facility. Multiple images showing kids in classes and playing at our center. Single image Multiple images Photo Booth Boomerang IG Story End of the week of March 19. Instagram Post 3 Customer Multiple images with customers of the center and quotes about why they think the center is great. Single image Multiple images Photo Booth Boomerang IG Story Week of March are, what we do, and include our website and social media links Quickly and clearly explain what our center does and offers. w/logo Action button Social media links Coupon Week of March List of classes and activities, plus a few customer Showcase our classes and facilities, and why people love our center. w/logo Action button Social media links Coupon Week of March 26. Monitoring and Metrics By developing a system for campaign measurement, marketing can systematically review the discreet metrics associated with each campaign and adjust or discontinue campaigns as needed. Plus, a disciplined regimen of marketing analytics can enable marketers to justify the dollars they spend on specific programs by demonstrating the success of those campaigns. Oracle Marketing Cloud in The New Era of Marketing Accountability So for our campaign, practically-speaking, what will we measure? Reach: Are we successfully reaching the desired target audience and segment groups? If not how can the content strategy, audience, or geographic targets be adjusted in order to meet objectives? Digital Marketing Campaign Strategy 5 6

6 Engagement: Is the audience engaging with our campaign? Are they clicking on links, sharing our content, completing forms? If not how can we adjust our calls to action, social media post gimmicks or other content types to inspire interaction? Impact: Are we seeing the desired search results? Are people finding us? How does our campaign presence compare to competitors? If not how can we adjust our search engine optimization (SEO), increase target advertising or adjust social media content to increase visibility? Advocacy: Are our prospects and customers liking, sharing, commenting or otherwise helping to spread the word about our campaign? If not how can we adjust the language and calls to action, add incentives or find ways to get existing fans to use their voice to share our campaign? Conversions: Are we collecting names? Driving visitors to our site? Making the sales? Getting clicks on ads? If not what can we do to adjust our SEO, modify our calls to action, add gimmicks and incentives to social media to better direct users to our desired outcomes? We will know if this campaign is successful if after it is released and has been implemented, our foot traffic on our sites goes up, we get more followers and likes and shares, and our enrollment goes up. We could use our digital metrics on Google Analytics to measure this, as well as our enrollment numbers post campaign implementation. Digital Marketing Campaign Strategy 6 6