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Balash PR Social Media Plan

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This document provides information about Balash Public Relations, a women-owned startup PR firm. It outlines their target markets of small businesses and professionals needing reputation and crisis management. Sample client personas are described. The primary goal of the PR campaign is to raise brand awareness through social media. The document details plans for Facebook, Instagram, and LinkedIn including sample posts, hashtags, influencer strategies, and a 4-week editorial calendar. It proposes a $6,000 budget for the initial 4-week period.

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Rachel Balash rbalash@balashpr.com 845-663-1638 Company Website: Balashpr.com
WHO IS BALASH PUBLIC RELATIONS ? • Balash Public Relations is a women owned start-up company that offers small businesses and professionals reputation management, crisis management and social media management services.
TARGET MARKET • Small businesses in need of social media management. Businesses are located in the TriState area (NY, NJ CT). • Business Professionals in need of reputation management and crisis management. Professionals are located Nationwide. • Using Facebook, Instagram and LinkedIn to promote business.
Small Business Owner Persona Robert Browning Small Business Owner • Demographics • 45 years Old • Male • Bachelors Degree • $75,000/yr • Married W/ Children • Rhinebeck, New York • Buying Habits • Runs all aspects of the business • Daily • Email & Facebook • Psychographics • Openminded and Driven • Accountability, Respect and Integrity • Passionate about family time • Idealist • Golfing, Boating, Fitness, Tennis and Traveling • Content & Messaging • Provide Social Media Management and Reputation Management to grow business.
Business Professional Persona Gillian Smart CEO • Demographics • 35 Yrs • Female • Masters • 80’000/yr • Single • New York, NY • Buying Habits • Checks all orders • Monthly • Facebook, Instagram, Email, Mobile Phone •Reviews • Psychographics • Kind and Trusting • Honesty and Hard Work • Work oriented • Outgoing • Romance Movies, Books, Traveling, Girls weekends • Content & Messaging • Keep a positive relationship with the public.
PRIMARY GOAL : Brand Awareness Balash Public Relations is a start up company and looking to build brand awareness through social media. The companies target market is on social media and the company wishes to connect and engage with them.
CALLS TO ACTION • Fill out contact us form. Primary Call To Action • Sharing social media content. Secondary Call To Action
SOCIAL MEDIA CHANNELS Facebook LinkedIn Instagram
METRICS • Contact Us Clicks • Followers • Shares • Likes These metrics were chosen based on the campaign goal of raising brand awareness and the fact that the target audience is active on social media.
COMPETITOR 1 IMPACT PR & COMMUNICATIONS • Facebook 1,225 Followers • Instagram 827 Followers • LinkedIn 2,115 Followers • Followers aren’t really engaged with the company
COMPETITOR 2/ HUDSON VALLEY PUBLIC RELATIONS • LinkedIn 129 Followers • Pinterest 707 Followers • Facebook 800 Followers • Followers are not engaged with the company
COMPETITOR 3/ BBG&G • Facebook 601 Followers • Instagram 359 Followers • LinkedIn 310 Followers • Followers are not engaged with the company
SUCCESSFUL FACEBOOK CAMPAIGNS • Jeni’s Splendid Ice Creams • They used colorful, eye-catching, interactive and product focused content. They also included their followers in the unveiling of the new flavor by hosing a virtual party. • Go Pro • They used a contest to include their followers in promoting their new camera, Hero9 Black. The Facebook campaign invited GoPro’s fans around the world to share their best, unedited GoPro footage and then the winners would receive an equal cut of $1 million from the brand.
SUCCESSFUL INSTAGRAM CAMPAIGNS • Uber, BackSeatView Campaign • The campaign featured beautiful and breath taking images from the back setoff an Uber. The campaign generated sharable content and connected Uber with users worldwide. • Warby Parker, #WarbyBarker campaign • The campaign featured dogs wearing Warby Parker Glasses. They also shared stories about real people wearing their glasses. During this campaign they had an average of 4,000 likes per post.
SUCCESSFUL LINKEDIN CAMPAIGNS • Quickbooks • They used a fun and quirky 30 second video featuring Cobra Kai to share a new philosophy: to save time with quickbooks. The add increased engagement by 60%. • Moris Garages India • The company was looking to reach buyers who could afford the purchase of a luxury vehicle and used their new executives who happened to be car enthusiasts to and tell their stories in a video. The campaign brought a three times higher engagement rate.
FACEBOOK PLAN • The plan for Facebook will consist of sharing informational videos and question/answer FB live sessions. • Facebook’s algorithm prioritizes videos which means that the businesses target audience will be see the videos and the audience will be able to engage with the company. • Post will be made to Facebook at least three times a week to effectively communicate with the target audience and show them that we are committed to the page. • Campaign will feature the following hashtags: #PRknowhow #balashpublicrelations #publicrealtionsforthesmallbusiness • Metrics chosen will tell us if the videos and live sessions are resonating with our target audience of if we need to change a particular message.
INSTAGRAM PLAN • On Instagram we will post short and fun videos and photos about public relations and why it’s important. It will also share the businesses success stories and event photos. • Posts will be made 2-3 times a week, this will allow the business to stay connected with its followers. • Hashtags for Instagram will be #BalashPublicrRelations #PublicRelationsIsImportant • Metrics chosen will tell us if the audience is engaging with and interested in the content we are producing.
LINKEDIN PLAN • The LinkedIn campaign will consist of news articles about current public relations topics, sharing our blog posts and infographics relating to PR and metrics. • Posts will be made to LinkedIn 3 times a week to stay engaged with out target audience. • Hashtags will be #BalashPublicRelations #StayInformed • Metrics chosen will tell us if the audience is interested and engaged with the content and the business.
CROSS PLATFORM PROMOTION • In order to cross platform promote we will adjust the post o fit the different platforms but still convey the same message. • We will ask our Facebook followers to check out a story that we shared on Instagram or linked in and vice versa and give us a follow on that platform.
INFLUENCER MARKETING/INFLUENCERS • We can use influencer marketing in our campaign by having influencers give a recommendation for Balash Public Relations. They can speak to how the business helped them build their following or help them through a crisis. • Melinda Emerson • Melinda is a small business expert and host of a weekly twitter talk show “SmallBizChat”, where she talks about launching and running a profitable small businesses. • She would receive paid compensation in exchange for an interview on her talk show. • Sir Richard Branson • Richard Branson is on of the top business influencers in 2020. He has 35 businesses which encompasses a media business. A mention to his 4.3 million followers would boost the company significantly. • He would receive services for one of his companies in exchange for his testimony.
Week 1 Week 2 4 Week Editorial Calendar
Week 3 Week 4
FACEBOOK SAMPLE POSTS
LINKEDIN SAMPLE POSTS
INSTAGRAM SAMPLE POSTS
AMPLIFICATION STRATEGIES • Email influencers to ask them to share our content or if they can do an interview and mention of the company. • Engage with the influencers on Social Media and start a conversation. • Producing different types of content than competitors.
BUDGET • $6,000 / 4 week Period • 1,500/weekly • Facebook: 4,000/4wk period • LinkedIn:2,000/4wk Period
AD COPY Facebook Ad LinkedIn Ad

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Balash PR Social Media Plan

  • 2. WHO IS BALASH PUBLIC RELATIONS ? • Balash Public Relations is a women owned start-up company that offers small businesses and professionals reputation management, crisis management and social media management services.
  • 3. TARGET MARKET • Small businesses in need of social media management. Businesses are located in the TriState area (NY, NJ CT). • Business Professionals in need of reputation management and crisis management. Professionals are located Nationwide. • Using Facebook, Instagram and LinkedIn to promote business.
  • 4. Small Business Owner Persona Robert Browning Small Business Owner • Demographics • 45 years Old • Male • Bachelors Degree • $75,000/yr • Married W/ Children • Rhinebeck, New York • Buying Habits • Runs all aspects of the business • Daily • Email & Facebook • Psychographics • Openminded and Driven • Accountability, Respect and Integrity • Passionate about family time • Idealist • Golfing, Boating, Fitness, Tennis and Traveling • Content & Messaging • Provide Social Media Management and Reputation Management to grow business.
  • 5. Business Professional Persona Gillian Smart CEO • Demographics • 35 Yrs • Female • Masters • 80’000/yr • Single • New York, NY • Buying Habits • Checks all orders • Monthly • Facebook, Instagram, Email, Mobile Phone •Reviews • Psychographics • Kind and Trusting • Honesty and Hard Work • Work oriented • Outgoing • Romance Movies, Books, Traveling, Girls weekends • Content & Messaging • Keep a positive relationship with the public.
  • 6. PRIMARY GOAL : Brand Awareness Balash Public Relations is a start up company and looking to build brand awareness through social media. The companies target market is on social media and the company wishes to connect and engage with them.
  • 7. CALLS TO ACTION • Fill out contact us form. Primary Call To Action • Sharing social media content. Secondary Call To Action
  • 9. METRICS • Contact Us Clicks • Followers • Shares • Likes These metrics were chosen based on the campaign goal of raising brand awareness and the fact that the target audience is active on social media.
  • 10. COMPETITOR 1 IMPACT PR & COMMUNICATIONS • Facebook 1,225 Followers • Instagram 827 Followers • LinkedIn 2,115 Followers • Followers aren’t really engaged with the company
  • 11. COMPETITOR 2/ HUDSON VALLEY PUBLIC RELATIONS • LinkedIn 129 Followers • Pinterest 707 Followers • Facebook 800 Followers • Followers are not engaged with the company
  • 12. COMPETITOR 3/ BBG&G • Facebook 601 Followers • Instagram 359 Followers • LinkedIn 310 Followers • Followers are not engaged with the company
  • 13. SUCCESSFUL FACEBOOK CAMPAIGNS • Jeni’s Splendid Ice Creams • They used colorful, eye-catching, interactive and product focused content. They also included their followers in the unveiling of the new flavor by hosing a virtual party. • Go Pro • They used a contest to include their followers in promoting their new camera, Hero9 Black. The Facebook campaign invited GoPro’s fans around the world to share their best, unedited GoPro footage and then the winners would receive an equal cut of $1 million from the brand.
  • 14. SUCCESSFUL INSTAGRAM CAMPAIGNS • Uber, BackSeatView Campaign • The campaign featured beautiful and breath taking images from the back setoff an Uber. The campaign generated sharable content and connected Uber with users worldwide. • Warby Parker, #WarbyBarker campaign • The campaign featured dogs wearing Warby Parker Glasses. They also shared stories about real people wearing their glasses. During this campaign they had an average of 4,000 likes per post.
  • 15. SUCCESSFUL LINKEDIN CAMPAIGNS • Quickbooks • They used a fun and quirky 30 second video featuring Cobra Kai to share a new philosophy: to save time with quickbooks. The add increased engagement by 60%. • Moris Garages India • The company was looking to reach buyers who could afford the purchase of a luxury vehicle and used their new executives who happened to be car enthusiasts to and tell their stories in a video. The campaign brought a three times higher engagement rate.
  • 16. FACEBOOK PLAN • The plan for Facebook will consist of sharing informational videos and question/answer FB live sessions. • Facebook’s algorithm prioritizes videos which means that the businesses target audience will be see the videos and the audience will be able to engage with the company. • Post will be made to Facebook at least three times a week to effectively communicate with the target audience and show them that we are committed to the page. • Campaign will feature the following hashtags: #PRknowhow #balashpublicrelations #publicrealtionsforthesmallbusiness • Metrics chosen will tell us if the videos and live sessions are resonating with our target audience of if we need to change a particular message.
  • 17. INSTAGRAM PLAN • On Instagram we will post short and fun videos and photos about public relations and why it’s important. It will also share the businesses success stories and event photos. • Posts will be made 2-3 times a week, this will allow the business to stay connected with its followers. • Hashtags for Instagram will be #BalashPublicrRelations #PublicRelationsIsImportant • Metrics chosen will tell us if the audience is engaging with and interested in the content we are producing.
  • 18. LINKEDIN PLAN • The LinkedIn campaign will consist of news articles about current public relations topics, sharing our blog posts and infographics relating to PR and metrics. • Posts will be made to LinkedIn 3 times a week to stay engaged with out target audience. • Hashtags will be #BalashPublicRelations #StayInformed • Metrics chosen will tell us if the audience is interested and engaged with the content and the business.
  • 19. CROSS PLATFORM PROMOTION • In order to cross platform promote we will adjust the post o fit the different platforms but still convey the same message. • We will ask our Facebook followers to check out a story that we shared on Instagram or linked in and vice versa and give us a follow on that platform.
  • 20. INFLUENCER MARKETING/INFLUENCERS • We can use influencer marketing in our campaign by having influencers give a recommendation for Balash Public Relations. They can speak to how the business helped them build their following or help them through a crisis. • Melinda Emerson • Melinda is a small business expert and host of a weekly twitter talk show “SmallBizChat”, where she talks about launching and running a profitable small businesses. • She would receive paid compensation in exchange for an interview on her talk show. • Sir Richard Branson • Richard Branson is on of the top business influencers in 2020. He has 35 businesses which encompasses a media business. A mention to his 4.3 million followers would boost the company significantly. • He would receive services for one of his companies in exchange for his testimony.
  • 21. Week 1 Week 2 4 Week Editorial Calendar
  • 26. AMPLIFICATION STRATEGIES • Email influencers to ask them to share our content or if they can do an interview and mention of the company. • Engage with the influencers on Social Media and start a conversation. • Producing different types of content than competitors.
  • 27. BUDGET • $6,000 / 4 week Period • 1,500/weekly • Facebook: 4,000/4wk period • LinkedIn:2,000/4wk Period
  • 28. AD COPY Facebook Ad LinkedIn Ad