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Natalie Moen & Paige Pellinen

Birthline is a local organization in St. Cloud that has been helping young members of the community with pregnancy and relationship issues for 45 years. They provide free counseling for women and men, offering support, options for pregnancy, and relationship advice. Visit Birthline.org or their Facebook and Twitter pages for more information.

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Natalie Moen & Paige Pellinen

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  1. Natalie Moen & Paige Pellinen

  2. Research Birthline: Local Organization in St Cloud. Been around for 45 years • Mission: Helps young members in the community who are going through pregnancy issues and relationship issues • Cause: Help women become more aware of options for pregnancy, help men what their process looks like in the pregnancy process and relationship advice • Competitors: Pregnancy Resource Center, Planned Parenthood • Target Audience: Young Adults and High Schoolers • Secret Sauce: They have free counseling for women and men for relationship issues, pregnancies and abortion/adoption. • Social Media: Birthline.org, Birthlinefriends.org, Facebook and Twitter • Fundraising: Purse raffle, Silent Auction and Donations from local community

  3. Objectives SMART GOAL: S: Reach a bigger audience M: 10 people to like the page or visit a week A: week by week or monthly R: Boost the page, relatable articles T: Do it in a year What goals do you have for social media marketing? Awareness of our organization for clients and donors. Organization Goals and Challenges Separate Facebook photos, articles that would draw a bigger audience Communication Objectives Be more personable with having Twitter Channel Specific Objectives Power of the Purse could have it’s own page Facebook Advertising Boost posts with a focused audience Promote Page Send people to the website Age group: 15 to 25 Male and Female Saint Cloud surrounding area St Cloud State University Local High Schools Expecting Parents Relationships (single, in a relationship, it’s complicated)

  4. Ad Campaign ○Objectives: have the community more aware of the brand ○Evaluation: grow the audience, website traffic ○Target Audience: (they do get 13-54 year olds) but wants to draw in college students 16 to 25 List the surrounding high schools and colleges that they help with Expecting Parents Relationships Saint Cloud Area ○Platform: Offers Relationship Counseling and Men are welcome if they have concerns about pregnancy ○Graphics: A couple ○Copy(writing on ad): statistics ○Budget: $200-$300; reach 1000-2000 Messages: • Think you might be pregnant? Come get a free pregnancy test at Birthline! (website link) • Want to be more involved in the pregnancy? Come to Birthline and talk about how you can support her! • Relationship issues? Talk to someone about it at Birthline

  5. Ad 1

  6. Ad 2

  7. Ad 3

  8. Content Plan Goal: To inform about the organization Target audience: 16-25 ○Audience research Who is the audience? Anyone who in need for help with pregnancy or relationships What do they need? Information on what is their options for an unexpected pregnancy. What tone do they need? Mature and Confident tone with the clients Where do they go for their information? Go to Birthline.org for an overview or stop into Birthline to pick up more information What are their challenges/pain points? Not knowing who they can talk to What motivates them? Being able to find a solution of their pregnancy/ relationship What objections would they have to your product/service? Maybe they just want an abortion right away but we try to give them every option

  9. Contest Strategy Baby Necessities Contest ○Objectives Get the word out about Birthline and what services they offer ○Goals To have expecting moms get help with their diapers for their child ○Graphics Diapers, baby products ○Phrasing What do all expecting moms need? Diapers! Share your best photo of your baby bump and be entered into a contest to win $100 worth of diapers. ○Budget $250-500 ○Targeting Churches, youth groups, parents, mothers, older generation, expecting mothers, friends of expecting mothers, future dads ○Platforms Facebook

  10. Facebook Contest What do all expecting moms need? Diapers!! Share your best photo of your baby bump and be entered into a contest to win $100 worth of diapers and other products. #loveyourbump #proudmomma #birthline

  11. Channel Strategy ○What networks should the organization be on and why? Facebook because they already post most of their content on there. Most popular to get the brand out. Twitter because Birthline can send out fast facts on the organization or show support for the clients ○What type of content should they post on each network? Facebook- create ads, make the organization more aware of in the community Twitter- tweet advice about common issues people deal with (pregnancy, relationships); make it interactive with the followers ○Who are the target audiences for each network? Ages 16-25 ○How often should they post? Facebook- weekly Twitter- daily ○How can they grow their audience? Facebook-Boost a post (with a generated audience) Twitter- use hashtags that will draw more people to the tweet

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