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Social Media Marketing Plan Project

Gina Jackson, Vince Moran, Josh Haft, and Megan Donovan

Donovan, Haft, Jackson, Moran

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Table of Contents

1. Situation Analysis………………………………………………………………………..3

2. Social Media Objectives and Budgets…………………………………………………..7

3. Target Audience Insights and Social Media Personas………………………………...8

4. Select Social Zones and Platforms……………………………………………………...9

5. Creative Strategy……………………………………………………………………….10

6. Activation Plan and Social Media Content Calendar………………………………...23

7. Manage and Measure…………………………………………………………………..24

8. Appendix………………………………………………………………………………...25

9. Bibliography…………………………………………………………………………….48


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1. Situation Analysis

a. Internal Environment

An opportunity that the RHSPCA could be leveraged better is the fundraising events that

the RHSPCA puts on. Events are frequently promoted on Facebook but aren’t as heavily

advertised on other social media sites. The corporate culture of the RHSPCA seems to be very

supportive and decentralized based on a visit to the location. The RHSPCA is currently not

effectively utilizing their location of being in a college town. It has had limited events with

organizations on campus and is missing out on a lot of potential business by not utilizing Greek

life and other large JMU groups.

All social media accounts are controlled by one employee, Tiffany, the Marketing and

Fundraising manager. The RHSPCA does not have access to many materials, just an iPhone and

a limited amount of funds for advertising. The organization is currently very active on Facebook

and Instagram, and have fewer active accounts on Twitter, Pinterest, YouTube and Tumblr, so it

is prepared internally for social media activities. Most of the client’s social media campaigns

over the past year has been repetitive and have been generally maintaining the level of

engagement instead of increasing. The RHSPCA primarily used Facebook for its past campaigns

because that is currently where it is getting the most engagement.

b. External Environment

The RHSPCA’s current customer base is mostly families with children. 84% of its followers are

women, in the following age brackets:

• (12%) 18-24 years old

• (27%) 25-34 years old

• (17%) 35-44 years old

• (14%) 45-54 years old

Additionally,15% of its customers are men in the following age brackets:

• (2%) 18-24 years old

• (5%) 25-34 years old

• (4%) 35-44 years old


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• (2%) 45-54 years old

Competitor Social Channels Audience Size Overview of Social Presence

Anicira

Anicira

primarily

uses Instagram,

not Facebook,

and has an

unused Twitter

account.

Anicira has

1640 Instagram

followers, 38

Twitter

followers, and

an unknown

audience size

on Facebook

due to it being

deactivated.

The organization had to shut down

its Facebook page due to outrage

from the community about

euthanizing a foster dog. Anicira

has started using Instagram again,

but has low engagement on the

platform.

Cat’s Cradle

Cat’s Cradle

uses Facebook,

Twitter,

Instagram, and

YouTube.

It has 10,361

likes & 10,385

followers on

Facebook, 675

followers on

Twitter, 2603

on Instagram:

and 31

subscribers on

YouTube.

Cat’s Cradle posts a lot about the

cats that it currently has for

adoption on Facebook, while their

Twitter is just posting their

Instagram links. On Instagram, it

features their cats up for adoption.

It has a YouTube but haven't

uploaded in 8 months.

Shenandoah

Valley

Animal

Services

Center

The SVASC

uses Twitter,

Instagram, and

Facebook.

It has 38

Twitter

followers, 331

Instagram

followers, and

17,415 likes

with 17,567

The SVASC rarely tweets but posts

very frequently on Facebook and

makes Instagram posts in ‘bursts’

(multiple posts in one or two days

and then silence for weeks).


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followers on

Facebook.

Gap View

Ranch &

Kennel

Gap View Ranch

Kennel uses

Facebook,

Instagram, and

Twitter.

It has 5,265

likes & 5,390

followers on

Facebook,

2,191 followers

on Instagram,

and 20

followers on

Twitter.

The organization mainly posts

about families adopting puppies on

its Instagram and Facebook

accounts. On Twitter the

organization post facts about

golden retriever dogs.

Puppy City

Puppy City only

uses Facebook.

It has 1,668

likes and 1,713

followers on

Facebook.

It posts about promotions, articles

about taking care of the dogs, and

other articles related to owning a

pet.

c. Social Media Audit

A competing animal shelter, Anicira, was recently under heavy fire due to a post made by

a JMU student about the euthanasia of a dog, so the RHSPCA should be careful in how it

presents itself on social media to make sure that it is not also pulled down. The marketing team

should highlight its positive statistics on the number of animals the RHSPCA has saved, and how

more animals are saved each year.

The voice portrayed by the RHSPCA should always be an accepting voice that wants to

educate all animal owners about the importance of proper pet ownership. The social media tone

of the client is currently upbeat and fun. It would be a good idea to maintain this positive voice

on the brand’s accounts.

The RHSPCA mainly highlights different animals it hopes to get adopted, and upcoming

events. The organization conveys its tone and voice through cute photos of the animals, and by

sharing stories of successful adoptions along with fundraising events and those alike.


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Publicity

The RHSPCA’s website links to all its social media pages at the bottom of the home

page. Its social media pages link back to the website in the bios or ‘About’ pages. Some of its

social media pages link to Instagram, but not all. For example, the Tumblr account links to the

corresponding Instagram post in every post.

Stats/Measurement

The RHSPCA has spikes in user activity from January-April, July-August, and

November-January. Its increase in followers has been steady while total page views remain

consistent throughout the year (not including outliers). Events receive more attention during the

holidays, and the number of net likes increases around the time of events. The most viewed

YouTube video has 1.5k views.

The RHSPCA’s pages are viewed mainly by women ages 45-65+ and 87% of its

engagement comes from women. Most of its followers live in Harrisonburg VA (3,711),

followed by Elkton, VA (623), and then Broadway, VA (564).

Conversation Analysis

100% of comments that had any substance (comments that were just tagging a friend to

show them the post were not counted for the purposes of this analysis) are positive on the social

media posts. Most of the RHSPCA’s social media talks about adoption opportunities.

Additionally, the social media pages promote fundraising events and foster orientations.

The RHSPCA gets many comments from people thanking the organization for its work

for animals in the community. Additionally, many followers of the page tag their friends in the

comment sections of the RHSPCA’s posts because it is sharing interesting content. Previous

customers, animal lovers, and Harrisonburg locals are the most common groups of people to talk

about the client on social media.

The RHSPCA sometimes uses hashtags like #ShelterValentine for special events or

holidays, but it is uncommon. The client generally seems to respond quickly to the questions it

receives on posts. Most questions are answered within several hours, but occasionally it takes a

day or two to for the RHSPCA to reply.


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Social Media SWOT Analysis

• Strengths

o The RHSPCA already has a good following on some social media platforms such

as Instagram and Facebook.

o Many followers are in the older demographic and have families, and this group is

more likely to have the ability to foster or adopt a pet.

• Weaknesses

o The RHSPCA is not getting much attention on social media from men.

o There should be a smoother transition from website to social media platforms to

drive more traffic to the website.

• Opportunities

o The RHSPCA should target more social media posts towards men.

o It should also investigate hosting events with JMU organizations, such as the

University Program Board.

o The RHSPCA can use more paid promoted posts to start the initial spark of

interest with the followers.

• Threats

o Breeders who breed purebred animals who don’t have the stigma of being a

rescue pet could impact the RHSPCA’s adoption numbers.

o Other rescue organizations in the region could cut into the RHSPCA’s numbers.

o Some people are not able to properly care for a rescue animal, due to time, space

limitations, or money.

2. Social Media Objectives and Budgeting

• Boost social media engagement on Instagram

o Specific: Engagement increase of 10%, so an additional ten interactions on posts

per week.


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o Measurable: The increase in engagement will be assessed by analyzing at

Instagram analytics and insights.

o Action-oriented: This is attainable given that we already have a strong follower

base. Increase the number of stories and posts.

o Realistic: Increased engagement can initiate more followers as users can send

content to other users or share it on their Instagram story.

o Time-lined: Over the course of a calendar year.

• Increase followers on Facebook by 10%

o Specific: Increase followers by 1,265 to a total of 13,916 followers.

o Measurable: This goal will be assessed with the help of Facebook analytics and

insight tools.

o Action-oriented: Create more content that will grab the user’s attention enough to

motivate them to follow the account for additional content.

o Realistic: This will allow RHSPCA to reach more people with each of their posts

therefore creating more engagement.

o Time-lined: We will reach this goal over the course of a calendar year.

• Increase followers on Instagram by 20%

o Specific: Increase followers by 380, from 1896 to 2276.

o Measurable: This objective will be measured using Instagram Insights.

o Action-oriented: This will encourage patrons to follow their Instagram account by

increasing the use of paid promoted posts.

o Realistic: This increase in followers would not be unreasonable given that our

reach is about 1,000 in each week and acquiring 380 new followers is less than

half of that.

o Time-lined: Over the course of a calendar year.

3. Target Audience Insights and Social Media Personas


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The target segments will include female college students, young professional women, and

middle-aged women (with kids). As shown in Exhibit 6, most of the followers are women, at

84% on Facebook, and 86% on Instagram.

In Exhibit 11, most of these segments are a part of Instagram and Facebook communities.

In addition to this, Instagram and Facebook are the two main social media sites that RHSPCA

uses.

The RHSPCA uses social media to send information about the animals to its followers,

gather information, and to entertain its audience. As shown in Exhibit 12, the main uses of

Instagram and Facebook are to share photos, share videos, and to share content with everyone.

The RHSPCA’s audience values family, animal safety, community, and integrity.

Personas

Charismatic Christine is a 20-year-old college student in Harrisonburg. She volunteers at

the shelter once a week and can foster a pet in her apartment. She fell in love with her foster

animal and ended up adopting this pet.

Delightful Dana is a young professional woman around 27 years old. She has always

wanted a pet but was never able to adopt because of her roommates or for financial reasons. Now

that she has a professional job, the disposable income that comes with it, and her own apartment,

she is able to rescue a pet from the RHSPCA.

Family-oriented Franny is a middle-aged woman about 38 years old. She is married with

young children and is looking to expand her family with a new pet. Franny believes that a new

pet would be useful for teaching responsibility to her children.

4. Select Social Zones and Platforms

The first zone is the social community zone. This will provide the target segments with a

sense of connection to others who have also adopted an animal from RHSPCA. This zone

focuses on fostering relationships and building connections with those of similar interests. It is

recommended to push the idea of community and togetherness.

The second zone is social publishing. This zone allows the sharing of user-generated content

to the audience. The content is intended to pull at the target segment’s heart strings telling the


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RHSPCA’s story and their “WHY”. The main concept of the posts will be to display the

memories and activities that others experience to show the target segments what they could be

doing if they were to adopt.

5. Creative Strategy

Social Media Platform Rationale

Facebook Most used platform for our demographics. The RSPCA

already has an active account with a solid following.

Instagram

This platform will be used to showcase the animals that are

available for adoption. This platform can also be used to

notify the audience about fundraisers and events around the

Harrisonburg and Rockingham county area.

Campaign title “Furry Family Members”

Objective(s) met with this campaign: The objective of this campaign is to increase

the number of Facebook followers by 3%

through the length of the campaign.

What stage of the sales funnel does this

campaign target (i.e., awareness, evaluation,

acquisition, engagement, or advocacy)?

This campaign targets the acquisition stage of

the sales funnel.

When will the campaign run (i.e., month(s),

week(s), etc.)?

This campaign will run from February 2021 –

May 2021.

What target audience(s) does the campaign

appeal to?

The campaign will target middle aged women

with families.

Describe the overall campaign and

experience:

Highlight families that have adopted an

RSPCA animal in the past, with a description

of how it has helped the family.

Inspiration for this campaign: The inspiration of this campaign came from

growing up with animals.


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Campaign message (i.e., single minded

thought that you want to elicit from your

target audience(s):

The campaign message is “No family is

complete without a furry friend”.

Theme(s)/tone of voice to use with

justification:

The campaign has multiple tones of happy,

friendly, and welcoming.

How will you make your audience care and

what will you make them care about (i.e.,

emotionally, intellectually, aesthetically; hint:

think about the Ted Talk by Andrew

Stanton)?

This campaign will demonstrate to the target

audience how much love an animal brings to

a family, and specifically highlight former

RSPCA animals who have found their home.

Target audience(s) will find it via (i.e., what

platform(s) will you use?):

Middle aged women who have a family or are

trying to have a family.

They will share and engage with the

content/experience because:

They can relate to the other families whose

lives were improved by an animal. See

Exhibit 15 for example content.

They may not share or engage with the


They are not ready to take care of an animal

currently in their life.

Resources required: The campaign required the RHSPCA

Facebook account.

Key people, organizations, and/or influencers: Former families who adopted at through the

RSPCA would be key influencers in the

success of this campaign.

Will you use any hashtags? The hashtags used during this campaign will

be #RSPCA and #furryfamilymember.

Cost: This campaign will not cost anything to

prepare. $335 of the overall budget should be

used to promote the campaign on Facebook.

Metrics to measure success (make sure these

metrics measure the objective(s) listed

above):

The success of this campaign will be

measured through Facebook likes, shares, and

comments. The campaign success will also be


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measured with the number of increased

followers.

Campaign title “Apartment Essentials”

Objective(s) met with this campaign: The objective of this campaign is to Increase

Facebook followers by 3% throughout the

length of the campaign.




The acquisition stage of the sales funnels is

what this campaign targets.


week(s), etc.)?

This campaign will predominantly run June

2020 – September.


appeal to?

This campaign will target the audience of

recently graduated women who are about to

move into a new apartment – want to adopt

during their new transition in life, the college

to professional life.


experience:

The campaign is targeted towards females

who are decorating their new apartment and

are considering adopting a pet

Inspiration for this campaign: This inspiration of this campaign came from

speaking to many soon to be college

graduates who are eager to adopt their first

pet.



target audience(s):

The overall message from this campaign will

be “We know exactly what will make your

apartment feel homier”.


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justification:

A few themes that this campaign will convey

is the sense of comforting, supporting, and

home.





Stanton)?

This campaign will be successful by the

RHSPCA contacting JMU (maybe even

students from other schools) students who

have recently graduated and if they have

considered getting a pet or adopting one right

after college. The Marketing and Fundraising

Manager can ask them if they can send a

photo of their pet in their apartment and then

be featured on the Facebook page.



The target audience will find this campaign

on the Facebook page.



Recently graduated female students are

settling into their new chapter of their life and

with that comes some adjusting. Most will be

moving into a new apartment and decorating

it, some might even consider adopting to

make their tiny place feel like a home. See




They might think that a new pet is too

expensive and/or do not want to worry about

the care of another.

Resources required: This campaign will require a lot of photos

with pets in an apartment setting and

testimonials from those who have adopted

from the RHSPCA.

Key people, organizations, and/or influencers: Some key people in this campaign are

recently graduated female students as

mentioned above. The Marketing and


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Fundraising Manager could reach out and get

sponsors from furniture/home décor brands to

assist in getting photos of our target market in

their new apartments with their pets.

Will you use any hashtags? #redecorate #RHSPCA #apartmentessentials

Cost: This campaign will cost approximately $335

required for the sponsorship and advertising

expenses.



above):

The number or impressions the posts from

this campaign get along with the reach of the

campaign.

Campaign title “Pets of Harrisonburg”

Objective(s) met with this campaign: This objective of campaign is to create

awareness of adoptions and fostering

available in Harrisonburg, targeted towards

college students and to increase Instagram

followers by 2% and increase the overall

engagement with the page.




This campaign will focus on the awareness

stage of the sales funnel.


week(s), etc.)?

This campaign will run during the length of

the beginning of the fall semester August

2020 through October 2020.


appeal to?

The target audience of this campaign is

college students who are considering getting a

pet.


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experience:

The purpose is to display real-life experiences

and testimonials of other students who have

also adopted pets.

Inspiration for this campaign: Having a pet can be manageable with

schoolwork. This campaign will be used to

demonstrate that.



target audience(s):

The overall message of this campaign is that

“Pets can enhance your college experience –

not hinder it”.


justification:

The themes and tones that this campaign

would genuine, real, life changing.





Stanton)?

This campaign will relate the

testimonials/experiences directly to different

types of students. Including students with

different majors, clubs, interests.



This campaign will reach the target audience

via Instagram. RHSPCA can also post to

Facebook simultaneously so they can also

share for family.



Many college students consider getting a pet

when they move off campus but are

concerned with how it could affect their

college experience. See Exhibit 17 for

example content.



Some of the target audience don’t live off

campus and/or could struggle financially

which would affect their ability to adopt.

Resources required: This campaign only needs free resources that

the Marketing and Fundraising Manager can

use on her phone.


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Key people, organizations, and/or influencers: Female and some male students from JMU

can showcase their pets and how they love

them.

Will you use any hashtags? #RHSPCA #JMU #PetsOfHarrisonburg

Cost: The RHSPCA should spend $415 to increase

the likelihood that this campaign will meet its

objectives.



above):

The RHSPCA will use Instagram Insights and

measure the reach, impressions, and

interactions along with reaching the overall

goal of increased followers by 2%.

Campaign title “Quarantine Pets”

Objective(s) met with this campaign: The objectives of this campaign are to Boost

engagement and followers on the Instagram

page by 2%.




This campaign targets the Engagement stage

of the sales funnel. This campaign will

highlight to the followers enabling them to

see pets on their timeline to be more

encouraged to adopt. Also, seeing their own

pets on our story will increase brand loyalty

and could increase WOM marketing.


week(s), etc.)?

This campaign will run from May 2020

through July 2020 but may be adjusted

depending on how long the Coronavirus

isolation lasts.


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appeal to?

This campaign focuses on the two younger

target markets who are more likely to use

Instagram.


experience:

First, the RHSPCA will post the

announcement graphic as an Instagram post,

asking their followers to post pictures of their

rescue pets on their stories and tag

@RHSPCA for a chance to be featured on the

story. One random submitter will win a pass

to waive the adoption fee the next time they

adopt an animal from the RHSPCA. Every

day the RHSPCA will re-post several of these

posts on their story, along with periodic

reminders on the story. The Marketing and

Fundraising Manager will keep track of each

submitter and assign them a number, and the

winner will be decided by a random number

generator.

Inspiration for this campaign: Other companies have had similar “post

pictures of what you’re doing with (product)

during quarantine” type campaigns.



target audience(s):

The message illustrated in this campaign is

that when you adopt a pet you gain a best

friend.


justification:

The RHSPCA should use an upbeat but

serious tone for this campaign. The

coronavirus pandemic may be a sensitive

topic for some followers, so it is best not to be

too comical. However, the overall tone should

elicit of feeling of, “We can get through this

together.”


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Stanton)?

Audiences will see pictures of pets that are

helping their owners get through a tough time.

It will remind them of their own pets that are

helping them stay sane.



The only platform that will be used during

this campaign will be Instagram.



Users want an excuse to post pictures of their

pets on their social media stories, while also

promoting adoption. See Exhibit 18 for

example content.



They may be private people who don’t want

strangers seeing their pictures.

Resources required: The only resource needed for this campaign is

a Canva account, which will be used to make

content and graphics.

Key people, organizations, and/or influencers: Influential people in the Harrisonburg

community, such as JMU students with many

followers.

Will you use any hashtags? This campaign will not require the use of any

hashtags.

Cost: $25-$130 of the allocated budget will be used

for the waived adoption fee for the contest

winner, and the rest of the assigned $415 will

go to advertisements.



above):

This campaign will be measured by the

number of people who submit pictures, and

the amount of engagements each post receives

along with a 2% increase in followers.


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Campaign title “Pet Mind Reader”

Objective(s) met with this campaign: The objectives of this campaign are to

highlight the different personalities of the

RHSPCA animals, and

increase Instagram Engagement.




This campaign will target the Awareness and

Engagement stages of the sales funnel.


week(s), etc.)?

This campaign will run from November 2020

to January 2021.


appeal to?

The target audience for this campaign are

college students who are active on Instagram.


experience:

Post on the RSPCA Instagram story with the

daily thoughts and activities of the animals.

Inspiration for this campaign: Sometimes just seeing a picture of animal is

not enough to fall in love with it. With this

campaign customers can see the animal's

personality and find out if it’s a good fit for

them.



target audience(s):

The message of this campaign is that every

animal has a unique personality, to match

with their unique owner.


justification:

The tone of this campaign will be funny. The

goal is to make people laugh while imaging

what their pets are thinking.





Stanton)?

The audience will care about this campaign

because of the humorous content, and cute

pictures of animals that will be offered.


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The target audience for this campaign will be

college students that will find the campaign

through Instagram.



Users will share and engage with this

campaign because of the cute animals, and

funny comments. See Exhibit 19 for example

content.



Users may not engage if they already have a

pet are not interested in adopting another.

Resources required: The only resources needed for this campaign

are an Instagram account and an iPhone

Camera.

Key people, organizations, and/or influencers: The key people and organizations in this

campaign are the marketing and fundraising

manager and the other employees of the

RHSPCA.

Will you use any hashtags? The hashtags that will be used throughout this

campaign are #Animalthoughts and #RSPCA.

Cost: The RHSPCA will spend $170 on social

media advertisements for this campaign.



above):

The success of this campaign will be

measured through Instagram likes, shares,

poll activity, and number of times the hashtag

is used.

Campaign title “Pamper your pet”

Objective(s) met with this campaign: The objective of this campaign is to increase

Facebook reach by 3%.


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This campaign targets the engagement stage

of the sales funnel because we are asking

people to engage with their pets.


week(s), etc.)?

This campaign will run October 2020 through

January 2021. This will allow families with

small children to have an activity to do with

each other.


appeal to?

The RHSPCA will mainly target families but

can also easily target young professionals

who have some free time on their hands in the

summer months.


experience:

Each week there will be a post made with a

recipe to cook a treat for cats or dogs. These

recipes will not take much time to make and

will require minimal ingredients so it’s easy

for everyone to participate. Then each week

the Marketing and Fundraising Manager will

create an album to store all the recipes for

users to look back if they want to make them

again. Then if they post a picture or story of

their results of the recipe and use the hashtag

#pamperyourpetRHSPCA they will be put

into a drawing of being featured on the

account story at the end of the week.

Inspiration for this campaign: This campaign will give user’s the

opportunity to give back to their pets.



target audience(s):

The campaign message is to convey to the

audience that these animals are a part of a

family and should be treated as such.


justification:

The tone of this campaign will be caring and

creative. The campaign will encourage people


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to share some creative ways they show their

pets they love them.





Stanton)?

The audience will be influenced by using the

emotional appeal. By seeing other people’s

creations with the help of the hashtag they

will feel compelled to join the movement.



The target audiences for this campaign will be

families with young children but also young

professionals and even college students. This

campaign will ideally reach a broad aspect of

our audience.



It will fulfil the users desire of a close-knit

community and tie them to other people who

care about their pets as much as they do. See




The users might think it is too much work to

cook/bake a treat for their pet.

Resources required: For this campaign the RHSPCA Facebook

account will be used.

Key people, organizations, and/or influencers: At first, the marketing and fundraising

manager will kick off the campaign by

cooking their own treats and featuring them

on the page. It will continue to do this for the

following two to three weeks to drum up

awareness. After this there will be enough

user generated content to sustain the

campaign.

Will you use any hashtags? The hashtag used will be:

#pamperyourpetRHSPCA


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Cost: This campaign will use $330 of the total

budget to be used for boosting Facebook

posts.



above):

The campaign success will be measured by

the number of times the hashtag is used and

the overall reach of the campaign.

6. Activation Plan and Social Media Content Calendar

The marketing and fundraising director at the RHSPCA will maintain the social media

content calendar to ensure multiple campaigns aren’t happening at the same time on the same

platform. Keeping a close eye on the analytics and insights of each campaign is important so it is

possible to adapt the plan if something is not working.

The campaign will begin May 2020 and go a full calendar year till May 2021. See

Exhibit 14 for a more detailed list of the plans.

The total cost of this plan will be $2,000. Each social media campaign has been given a

portion of this budget to promote the Facebook and Instagram posts. There are three overall

objectives for this plan and each campaign will help the RHSPCA achieve these objectives in

some way. Some of the campaigns have the potential to affect multiple objectives, so their

budgets have been adjusted accordingly. See Exhibit 21 for a more detailed explanation.


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7. Manage and Measure

The marketing and fundraising manager should monitor the engagement on the

RHSPCA’s Facebook and Instagram pages before, during, and after the campaigns run. The

number of likes and shares on the content being posted for the campaign should also be

observed. Facebook and Instagram insights should be used to measure the engagement and reach

of these campaigns. While not a SMART goal due to the variability in the industry, it is

recommended that the client keeps track of the number of adoptions around the time of the social

media campaigns to see if there are any especially strong correlations.

The marketing and fundraising manager should pay attention to the transparency of the

campaigns. The employees will be as open as possible to the customers and make sure they can

be trusted.

No paid influencers will be used in the campaigns, but the RHSPCA will be asking the

audience to create content. The RHSPCA needs to make sure to respect its followers and not

repost anything that could be an infringement of anyone’s privacy.


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Appendix

Exhibit 1 (RHSPCA Facebook Followers)


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Exhibit 2 (RHSPCA Facebook Likes)


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Exhibit 3 (RHSPCA Facebook Messages)


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Exhibit 4 (RHSPCA Page Previews)


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Exhibit 5 (RHSPCA Page Views)


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Exhibit 6 (RHSPCA People)


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Exhibit 7 (RHSPCA Reach)


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Exhibit 8 (RHSPCA Activity)


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Exhibit 9 (RHSPCA Audience)


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Exhibit 10 (RHSPCA Content)


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Exhibit 11


36

Exhibit 12 (Social media activities on select social networks by social media users in the US)


37

Exhibit 13


38

Exhibit 14

The content calendar will be submitted as an additional file on Canvas.

Exhibit 15

(“Furry Family Member” Campaign)


39

Exhibit 16 (“Apartment Essentials” Campaign)


40

Exhibit 17 (“Pets of Harrisonburg” Campaign)


41


42

Exhibit 18 (“Quarantine Pets” Campaign)


43

Exhibit 19 (“Pet Mind Readers” Campaign)


44

Exhibit 20 (“Pamper your Pet” Campaign)


45

Exhibit 21 (Budget)

Exhibit 22 (Personas)


46


47


48

Bibliography

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female-us-internet-users-who-use-social-networks/

Chi, C. (2020, January 27). When Is the Best Time to Post on Instagram in 2020? [Cheat Sheet].

Retrieved April 21, 2020, from

https://blog.hubspot.com/marketing/instagram-best-time-post

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https://www.dnronline.com/dnronline/anicira-admits-mistake/article_986ae1e5-bcfc-

527f-b7ad-97ef21045223.html

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