“If there’s one thing I like, it’s a plan! I have created strategic plans for a variety of marketing initiatives. Most notably, one of my social media strategies contributed to a 16% growth in a client’s Instagram engagements by focusing on what they do best: providing information.
Another strategy has helped a client improve their social media presence and increase their brand awareness in new communities.”
Strategic Planning
Example 1 - Informational Hub
Objectives
Our 2023 approaches are similar to those of 2022 just with increased goals:
Increase reach/impressions and engagement across all channels.
Optimize content for audiences that exist on each platform.
Create more accessible and representative content
Action Plan
Increase reach/impressions and engagement across all channels.
1.1 - Adapt to algorithms and prioritize content and appropriate mediums.
Create video-based content for Facebook and Instagram.
Quality over quantity, focus on audience relevance through trends and behaviours.
Success Measures
Increase average daily reach per page YOY on Facebook by 5%.
Increase impressions YOY on Instagram by 3%.
Create more accessible and representative content.
3.1 - Use alt-text on all photos on all platforms.
3.3. - Respond to comments in a timely and provide access to accurate information.
Formulate curated responses and utilize automatic replies.
Success Measures
Respond to customer comments and feedback within 24 hours.
Example 2 - Expansion of Services
Strategic Goals
Build and enhance awareness and positive reputation across the province.
Become a key leader in community engagements.
Improve data recording methods to inform decisions and support teams accurately and effectively
Objectives and Action Plan
Build and enhance awareness and positive reputation across the province.
Showcase services, locations and experiences before program launches.
Become a key leader in community engagements.
Provide accessible content and engagment across all platforms with ALT-text, geo-tagging, proper emoji use and more.
Improve data recording methods to inform decisions and support teams accurately and effectively
A/B testing of content and establish proactive monitoring methods to collect data and inform content.
Success Measures
Build and enhance awareness and positive reputation across the province.
Share two stories throughout the year from patients, families or staff.
Become a key leader in community engagements.
Alt-text and accessible copy on all platforms and posts with an increase in user engagement by 3% across all social sites.
Improve data recording methods to inform decisions and support teams accurately and effectively
Establish monthly reports.