Ryan Turner rjt00003@gmail.com Taylor Kennedy taylorkennedy11@gmail.com Darragh McAllister mcallisterdarragh@gmail.com Hailey King kinghail224@gmail.com

CONTENT AND SOCIAL MEDIA STRATEGY PLAN

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Table of Contents

Message Architecture ............................................................................................................................ 2

Target and Audience Analysis ............................................................................................................ 3

Keywords ................................................................................................................................................... 5

Voice and Tone ......................................................................................................................................... 6

Social Media Channel ............................................................................................................................. 7

Posting Strategy ....................................................................................................................................... 8

Social and Content Media Strategy................................................................................................... 9

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Message Architecture Project Title: CancerFit of the Cancer Fitness Institute: Content and Social Media Strategy Plan Communication Goal: The main goal is to get more people to know about the CancerFit exercise program as well as providing them with the information they need to join or donate to the CancerFitness Institute. It is imperative to have a content and social media strategy plan to reach as many people as possible so that more people effected by cancer have the opportunity to join the program and so that more potential people donate to the program. Social media provides a platform for CancerFit to reach a multitude of people by sharing the program and what the program is about as well as sharing the success stories of people that have attended or still attend the program. By using both short form and long form social media in coordination many potential users will see and hopefully share the social content. The immediate communication goal will be to set up an event via social media to gather potential users together. Facebook will allow for the most users to potentially see any content as any posts liked, commented or shared will be seen by all users’ friends which can exponentially gather new users. Twitter will be a quick way to post events, information about CancerFit and links to others social media sites. Instagram will be used as a visual and informational platform for users to spread the content picture. Facebook will also serve as the major platform to share all other social media content enabling the best possible outcome for content to be seen and shared. Objectives:

1. Reach more people effected by cancer 2. Raise money for the CancerFit Scholarship Program 3. Reach out to other cancer organizations to share program 4. Reach out to hospitals and doctors willing to share program 5. Have more activity on Facebook 6. More likes, more shares, more posts 7. More information on social media; events, program dates and locations

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Target and Audience Analysis • Age

o 18 years and older but the focus will be on those 40 and over • Gender

o Both males and females; more focus on females Breast cancer survivors

• Income: o The income of the audience is not relevant as this is non-profit and

scholarship based • Education

o Not relevant • Location

o Colorado, US Specific Locations in Denver Metro Area

• Centennial • Durango • Fruita • Lakewood • Littleton • Parker • Wheat Ridge

• Life-cycle stage: o Diagnosed with cancer o Undergoing cancer treatment o Cancer survivor o Family/friends of those effected by cancer o Professional fitness trainers

• Client target specifics o Our programs are offered to adults within any type of cancer

Diagnosed, in remission and survived cancer; any type o Any family members or friends that know someone effected by cancer

whether currently undergoing treatment or survived the disease For spread of the word through the community and possible

donations to further the reach of CancerFit o Exercise physiologists and/or related professionals

Training to operate CancerFit Exercise Program within their community

• Audience Expectations o Applicants

New to social media or have never used social media Likely to only use Facebook

o Donors: Family, Friends, Companies, Charities, etc. More modern and tech savvy Use multiple social media sites on more than one device

o Trainers More modern and tech savvy Use multiple social media sites on more than one device

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Personas:

Applicant, Breast Cancer Survivor

Audrey Allen, 60 Stay at home mom Demographics: Married with three children (14, 17, and 24) Lives in Denver Metro area suburb Husband earns slightly over median income Education: High School diploma and associates degree Social Media: Frequently visits Facebook and is active with friends and family Hobbies: Family is her number one priority Role: Potential applicant for the CancerFit Program

Audrey Allen was diagnosed with breast cancer in October of 2009 and after a long battle finally overcame the disease in 2013. Although it has been a number of years since she has beat the disease she is still finding it hard to fit back in with the community. Most of her time is happily spend with her family but she misses the opportunity to be with new friends. CancerFit is the perfect program for her to get active again with people she can relate to. CancerFit would provide her with an opportunity to get back into her community through exercise and meeting friendly people that have gone through the same struggles as her. Applicant, Breast Cancer Patient

Cynthia Trotsky, 46 Accountant Demographics: Married with 1 child (15) Lives in Denver Metro area suburb She earns median income Husband earns less than median income Education: Masters in Accounting Social Media: Moderately visits Facebook to view friends and family, not very active herself Hobbies: Family, Hiking, and Skiing Role: Potential applicant for the CancerFit Program

Cynthia Trotsky was diagnosed with breast cancer in January 2016. She is currently undergoing cancer treatment which has enabled her from a lot of things she loves in life. She was a very active person before the treatment and struggles finding a way to remain active. CancerFit is the perfect program for her to get active again with people she can relate to. Through this program she can still be active and have enough strength to continue doing some of her favorite hobbies such as hiking and skiing. CancerFit would also provide her with an opportunity to get back into her community through exercise and meeting friendly people that have gone through the same struggles as her.

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Keywords 1. Cancer 2. Fitness 3. Exercise 4. Health 5. Lifestyle 6. CancerFit 7. Cancer program 8. Cancer Fitness Institute 9. Survivor 10. Recreation setting 11. Community based

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Voice and Tone Voice: The voice of this brand (CancerFit) will be one that is lively, friendly and knowledgeable. The goal is to inform the public about the community based CancerFit Exercise Program. There will be moments when the voice is simple and right to the point and other times where the content requires professional knowledge of the subject. Tone: The tone that will be used will be very friendly and welcoming so that everyone feels like they are part of a community that cares. There will be times that the tone will be very informational as well to promote good knowledge about anything cancer related or program related. Who We Are: We are a program dedicated to providing cancer survivors and patients with affordable and empowering exercise programs in a healthy, positive, non-intimidating environment within their community. We are a long standing grassroots program that is really a support group for those effected by cancer to feel welcomed back into their community after or during their struggles through cancer. Examples:

It’s all about a support group that helps you ‘get back to being you’! “The best thing about CancerFit is meeting such wonderful people, even though we are fighting cancer we preserver through a posititve attitude and the friendships made at CancerFit.” –D. Pierson in the program since April 2009

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Social Media Channel

Facebook

• Ultimate sharing platform • All the information listed on the page • Events and locations • Website info • How to donate • Success stories/testimonials • Cross sharing with other cancer programs

Twitter

• Short form sharing platform • Quick and simple posts with information and links • Success stories/testimonials

Facebook will be the main focus given the demographics of the target audience because there is a very small percentage of women aged 45 to 60 that own a Twitter account. Twitter will mainly be used to get the word out to other Cancer organizations and fitness centers. It may also proof to be a good way for younger generations to learn about CancerFit and mention it to family members. Facebook is largely used by the target audience so therefore it will be the main focus with the most important sharing of content. The goal will be to open communication up between Cancer patients and survivors as well as giving them the information they need to join CancerFit.

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Posting Strategy Channel Frequency Time

Weekly and Event/Program based. Bi-weekly and Event/Program Based.

Thursday between 1 and 4pm or when information urgent/relevant. Wednesday and Friday at noon and 4 to 5pm or when information is urgent/relevant.

The posting strategy for Facebook will be once a week on Thursday between the times of 1pm and 4pm or at any time there is a change in CancerFit information. If there is a change in CancerFit information any time during the week will suffice as the information is important to get out quick. If there is a CancerFit event coming up the best times to post would be either Saturday or Sunday at 1pm because there is 32% more engagement of post sharing than on weekdays. Thursday from 1-4pm will be the primary posting date because post sharing is 18% higher than the rest of the work week. This means more people will see the content being shared because people are more willing to participate and share at this time on Facebook. The posting strategy for Twitter will be bi-weekly and will occur on Wednesday and Friday at noon and from 4-5pm respectively. Twitter is most commonly used and seen by its users through the work week. Wednesday at noon has proven to get the highest traffic and user engagement among all the other days and time of the week. Wednesday post should be primarily focused towards other Cancer organizations to share and get the word out about CancerFit. This is because business-to-business or organization-to-organization sharing performs 16% better during business hours. The content shared on Twitter on Friday from 4-5pm will be more focused toward Cancer patients, survivors and possible donators or trainers. This is because business-to-customer posts perform 17% better than during the work week.

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Social and Content Media Strategy The content strategy is important to connect with the intended audience and have it shared among the intended audience. The main goal is to get more people to know about the CancerFit exercise program as well as providing them with the information they need to join or donate to the CancerFitness Institute. The content posted will most importantly need to by both knowledgeable and community oriented. The content must be knowledgeable to provide the target audience with the right information about the CancerFitness Program. This means the content must display what CancerFit is as a program for Cancer patients and survivors but also provide content that allows others to donate and trainers to be have the right information to be trained to teach a CancerFitness Program. It will also be very important to provide content that gives that target audience the right information about where CancerFitness Exercise Programs are being held. This can be done by simply linking the website page of CancerFit sites or by listing the specific CancerFit sites with times and prices which will be provided to you in a separate document. Given that the CancerFit program encourages a healthy and active lifestyle of those effected by Cancer it will also be important to post information about specific diets good for fighting Cancer and links to articles that recommend exercise during and after Cancer treatment. This will show the target audience that CancerFit is serious about its goals for those effected by Cancer to live a healthy lifestyle and be active again within their community.