cat town social media marketing plan

(C) 2016 Prepared by the CSUEB Social Media Certificate Program

Cat Town Social Media Marketing Plan

Proposed by CSUEB Social Media Marketing Certificate Students

March 22, 2016

Defining The Brand: Keywords1.Oakland 2. Cat Rescue 3. Nonprofit 4.Cat Cafe 5.

Adoption

Website Audit

Social Media Audit

Impressive Google Ranking!

Visual, Voice, Completeness: Although consistent throughout, two separate pages can confuse and therefore distract from the overall message.

Great visual consistency!


Which Media Outlets Should You Access?

• Oakland Local • Oakland

North • The East Bay

Express • Oakland

Magazine

• California Watch• Diablo

Magazine • KTVU

Television •Mother Jones


Who Should You Know Online?

Social Media Influencers

–SF Gate Blog–East Bay Dish–San Francisco SPCA–KQED’s Bay Area Bites–Freda Moon – Travel Writer–Celebrity Cat Lovers

Local Senior Blogs• Lake Merritt Senior

Living• Grand Lakes Gardens• The Point at

RockRidge• Lake Park Retirement

Living

Reaching Out to Influencers

During the research phase of this proposal, we found a cat lover community on Twitter in Oakland that could be possible donors and adopters for Cat Town Café.



Brand Challenge Combine Accounts

We heard the following in our interviews:• Overall, happy with the café social media.

Need to rework the foster social media. Need to get the same energy and excitement.

• Need more support. Those that follow the foster program are down to support us but not really from the café side

• Time is our most valuable thing.• The café does attract some people who

are disappointed when the cats are asleep and not engaging. I think we need to do a better job of getting people invested in why we are doing what we are doing.

• We rely upon volunteers to handle the rescue social media accounts.

• Using consumer reviews on TripAdvisor and Yelp! as feedback, indicates that your message of being a rescue with a café is resonating.

• Each Facebook page is driving different behavior. – The Facebook page for the café is driving more

likes while the rescue page is driving more shares. – Both had an equal number of comments.

• Instagram accounts had comparable engagement rates. Again, the message on both accounts are so different that people following one account are missing out on the total message.

• You said your time is limited. With limited resources, focus on doing three (3) social media accounts GREAT

• Create a single editorial calendar to ensure a mix of posts. Having a plan is what separates posting on social media for personal use and posting to achieve a business goal.


Join Conversations through Hashtags

• Popular Cat/Rescue/Adoption Hashtags– #instacat, #catoftheday, #lovecats, #adoptdontshop #catsofinstagram

• Popular Oakland Hashtags– #oakland, #oak, #loveoakland, #oaklandloveit (visit Oakland hashtag)

• Popular Charity Hashtags– #charitytuesday, #donate, #fundraising, #csr (corporate social

responsibility)

• Popular Family Hashtags– #family, #smile, #instacute, #familyfun

• Popular Nonprofit Hashtags– #nonprofit, #volunteer, #GivingTuesday, #dogood, #giveback

Business Goals & ObjectivesCat Town’s 2016 Goals:• Operate with a reserve.• Make the café a neighborhood staple in the community.Cat Town’s 2016 Objectives:• Increase donations by targeting older Oakland adults 60+ who are

stable and have a higher income to donate and/or adopt a cat.• Identify and follow Oakland tech companies located within

walking distance of Cat Town Café.• Identify and follow cycling groups in Oakland.• Develop a social media content plan to support brand key words

using current best practices.



Cat Town Demographics

Bay Area• Reach people within 1 hour of Oakland• Bay area is defined as:


Millennials (pg. 14)


Baby Boomers (pg. 15)


Demographics of Oakland

• Population 390,724

Source Suburban Stats


Age Breakdown in Downtown Oakland


Technology in Oakland• 400+ Technology Establishments– Internet / web-search portals, and computer / software

design are largest technology sectors • 5,600 Technology Works Average Age of Tech

Workers 30-31• Average Salary $100,000

Source Oakland Chamber of Commerce


Technology Employment Trends• Large Growth Over the Last 8 Years



Racial Demographics of Tech Workers



Locations of Tech in Oakland• Most Technology Firms are Located Downtown

• Source Oakland Chamber of Commerce


Tech Companies in Oakland• More Technology Companies have been

moving into downtown Oakland• Ranked 25 for Best Places of Businesses

and Careers• Job Growth 2.7%• 3.2% Tech Wokers• Large Companies within Walking Distance:

– Pandora– Medical Facilities: Oakland Healthcare and

Wellness Center, Sutter Healthcare, Kaiser Permanente

– YMCA– Habitat for Humanity – Bay Area Bikes– KTUV– Numi Organic Tea– Orb Technologies


Demographics of Cat Owners


Locations of Animal Shelters• At Least 8 Animal Shelters within Oakland• 25+ within neighboring cities


Demographics of Cycling • Over 28 cycling clubs in Oakland/ Berkeley

• Bay Area Cycling, BicyCAL, Bicycle Music Festival, Berkeley Bicycle Club, Bicycle Trails Council of the East Bay, Bike the Bay Cycling, etc.…

• San Francisco ranks in the top 10 for best cycling

Source Gluskin Townley Group


Website Twitter

Facebook YouTube

Website Twitter

FacebookInstagramPinterest YouTube

Website Twitter

FacebookInstagram

Blog YouTube

Comparable Businesses to Cat Town


East Bay SPCAFacebook Presence East Bay SPCA

What is the purpose of this account? Which social media zone is the company focused on?

Super fun and creative; fun pictures, events, and promotion of animals

Describe their "brand voice" and "tone"

Great advocacy of animals, a hopeful tone

What is the total engagement (number of shares, likes, comments, etc…) for all these posts during a 7-day period?

695

What type of content do they post? (Videos, photos, etc…)

Videos, pictures, donation button, adoptions, clever use of content, events


Berkeley HumaneFacebook Presence Berkeley Humane

What is the purpose of this account? Which social media zone is the company focused on?

Show pets available for adoption, educational information, events, adoption stories, volunteering


Simple, friendly, tone. The copy is playful when written from the pet perspective.


173


Videos, events, photos, educational information


Kit TeaFacebook Presence Kit TeaWhat is the purpose of this account? Which social media zone is the company focused on?

More entertainment-focused, with articles & fun cat-related content. Also used for event announcements & adoption stories


Fun & playful tone to delight followers


242


Videos, photos, memes


Focus on Instagram

Social Media Best Practices• Be timely • Be picky about what you post • Keep it visual • Fill in the blank • Keep it short • Create collages• Be an active member of the social

community• Help others • Use #Hashtags • Post the right photos• Post photos of unique views• Integrate your Instagram photos


Savings Pet Challenge

• Saving Pets Challenge - Task a kitty to be the unique voice of this challenge. Write posts in his or her fun, friendly and clever voice encouraging people to donate.

See details in the plan (pg. 33)


Celebrity Showcase

Reach out to a local celebrity (such as athletes from Raiders or Warriors, musician, actor) and get them to love/endorse your cause.

• Builds brand awareness• Increases credibility• Boosts sales and adoptions


Adoptions• Donors like to hear about

your successes. Encourage adopters to write a going home message for their new cat and post the pic.

• Funny, sad or clever – you’ll get different personalities for every post.

• No text needed in the caption!


Reposting• Educate and inform your

followers about your mission.

• Reposting (or retweeting) another site’s content is a great way to easily post compelling content that is relevant to your audience and their interests.

• It also establishes you as a leader in this area.


Responding• Create Brand Ambassadors• Build loyalty by thanking your raving fans• Educate those who do not understand your

mission


Social Media Policy

• The primary reason for establishing a social media policy is protection – for both the Cat Rescue/Cafe, its employees, adoption families, and the cats.

• Need to address volunteers.

Note: A sample policy for volunteers adopted from Red Rover is included at the back of this plan.(C) 2016 Prepared by the CSUEB Social

Media Certificate Program

Monitoring• If possible, we encourage you take a glance

at two key metrics from time to time.

• Your account may be impacted from two key behaviors – “unlikes” and hiding posts.

• Both will impact who sees your content and if too many users hide your posts, your account may be tagged as being a spammer.


Thank You!

The students of the CSUEB Social Media Marketing Certificate Program thank you for allowing us to create a marketing plan for your wonderful local business.

We hope you find the proposal and the information therein useful!
