local first mock social media campaign
DESCRIPTION
Our goal in this mock campaign was to raise awareness and patronage of local Utah businesses by promoting Small Business Saturday. Our mock client was Utah First. We worked in a group of four. My responsibility was to come up with the Instagram posts and work with Kirsten in making sure Facebook posts aligned.TRANSCRIPT
Local First Social Media Summary
Brigham Young University
Mindy Burton Kirsten Clancy Jackson Hadley Holly Kendall
Overview Our goal is to raise awareness and patronage of local Utah businesses by promoting
Small Business Saturday. Key Publics: Utah Cities and Communities
City officials and community business organizations play a key part in building support for Small Business Saturday (SBS) because first, the city controls municipal channels of communication, and second, helping local businesses publicize themselves gives residents businesses to support.
In order to utilize the potential of this key public, we will pursue these objectives: 1. Raise awareness of SBS with cities and community business organizations 2. Provide social media content for cities and community business organizations to
share promoting SBS 3. Provide the means for cities and community business organizations to create their
own social media content Messages
To encourage participation in the campaign, we will communicate these messages to these key publics:
1. Cities a. Your city will benefit by promoting itself as small business friendly b. You will strengthen your city by promoting SBS c. Small businesses exemplify the values Utahns hold dear
2. Community Business Organizations a. SBS is a chance to gain exposure for your small businesses b. People form relationships with businesses that are authentic in their
communications c. Social media provides an excellent avenue to connect with existing and
potential customers Channels & Tactics
As this campaign will be centered around social media, we will develop our tactics to be succinct, shareable, and eyecatching. They will be shared on Facebook and Instagram, and include:
Infographics Small business profile videos Small business profile posts Related articles Small business photos
Blog posts Guidelines, ideas and printable materials for cities and communities to create their own
content Detailed Plan
For this campaign we are going to utilize Facebook and Instagram. When we researched cities in Utah, most of them have a Facebook account. As we highlight local businesses, it is easy to tag them on both Facebook and Instagram. By using these platforms we are able to reach our audience and cross over to other audiences easily.
Details Post
Friday, October 30 Facebook Character Count: 128 Image Source: https://instagram.com/p/6Ve6BNvu8X/?takenby=vivejuicery
Why Support Small Businesses like @ViveJuicer in Utah? Read about it on our blog: (Link to blog) #SmallBizUtah #ViveJuicery #SLC
Friday, October 30 Instagram Character Count: 82 Link to our blog post will be in bio. Image source: https://instagram.com/p/7Wq3h6IIIT/?takenby=waffluv
Why Support Small Businesses in Utah? Read about it on our blog, link in bio. PC: @waffleluv #SmallBizUtah #WaffleLuv
Sunday, November 1 Facebook Character Count: 282 Image: We post an example shot of someone holding this sign.
Sunday, November 1 Instagram Character Count: 282 Image: We post an example shot of someone holding this sign.
This month we are celebrating Small Businesses in Utah. Fill in this image with your favorite small business, tag that business and use #SmallBizUtah for a chance to win a prize from your local businesses! Have more than one favorite? Enter them all! #SmallBizUtah #SmallBizSaturday
Wednesday, November 4 Facebook Character count: 72
Wednesday, November 4 Instagram Character Count: 278 Image: https://www.facebook.com/photo.php?fbid=707462665999768&set=t.1777881706&type=3&theater
“There are many reasons to support local. It closes the gap between the 99% and the 1%. It keeps money within your community. It supports your neighbors.” Konrad Keele, SLC, Owner of Underground Screen Printing #SmallBizUtah #TheUnderground #UndergroundScreenPrinting #SupportLocal #SLC
Saturday, November 7 Facebook Character Count:97
Saturday, November 7 Instagram Character Count: 147
Tag someone who is thinking of starting a company, or is already running their own company. #SmallBizUtah #Entrepreneurs #StartUpCompany #StartUps
Monday, November 9 Facebook Character Count: 156
Monday, November 9 Instagram Character Count: 180 Image Source: http://www.vivejuicery.com/ourstory/
“Vive came to life thanks to the support of our beautiful community.” Bryce & Brittany Thaxton, Owners of @ViveJuicery. #SmallBizUtah #ViveJuicery #SupportLocal #SLC #HealthyLiving
Wednesday, November 12 Facebook Character Count 145
Wednesday, November 12 Instagram Character Count: 265 Image Source: https://instagram.com/p/6aWEq9KthB/?takenby=thecocoabeancupcakecafe
“I like seeing small businesses grow, so I like to support my favorites so they can grow. One of my favorite being Cocoa Bean in Provo (we need one in Salt Lake County)!” Mirinda Call, SLC | PC@thecocoabencupcakecafe #SmallBizUtah #CocoaBean #SupportLocal #Provo
Saturday November 14 Facebook Character count: 114
Saturday November 14 Instagram Character count: Image Source: https://instagram.com/p/2FfArCyHtQ/?takenby=beehivebazaar
“It’s important to shop small business because that is how communities are built and sustained. Entrepreneurs supporting their families, doing something they love it’s a privilege to support passionate people.” @Halen Seevinck, Provo. Some of her favorites are @Everyman, @BeehiveBazaar @FoxgloveNursery, @JuiceNJava and @SunriverGardens
Monday, November 16 Facebook Character count:67
Monday, November 16 Instagram Character Count: 191
Did you know that small businesses accounted for 64% of net new job creation in the past 18 years? (According to the Small Business Administration). #SmallBizUtah #SupportLocal #SmallBizSaturday
Wednesday, November 18 Facebook Character Count:93
Wednesday, November 18 Instagram Character count: 307
“Buying from a local business makes you feel like you are part of an extended family. Feldman’s Delis is one place that knows you when you walk in the door. Immediately they know your order or may even slip you a free dessert when you are having a bad day.” Missy Workman, SLC #SmallBizUtah #SupportLocal Video: Missy holding I <3 Feldman’s Deli sign and talking about company
Saturday, November 21 Facebook Character Count: 88
Saturday, November 21 Instagram Character Count: 200 Image Source: https://instagram.com/p/wAlLIlF1dc/?takenby=unhingedut
@Unhingedut is a locally owned boutique that features over 25 local artists, designers and collectors from around the state. We love seeing local support local. #SmallBizUtah #UnhingedSLC #UnhingedProvo
Monday, November 23 Facebook Character Count: 68
Monday, November 23 Instagram Character count: 130 Image Source: http://www.micharlotte.org/wpcontent/uploads/2013/11/AMEX_Shop_Small_Stamp_RGB_Primary_Blue_Logo.jpg
#SmallBizSaturday is at the end of the week! Tag your favorite businesses in a comment! #SmallBizUtah #SmallBizSaturday #ShopSmall
Wednesday, November 25 Facebook Character count: 99
Wednesday, November 25 Instagram
When you support small business, you are supporting families! #WaffleLuv #SmallBizUtah Video: 15 second video of owner explaining how support from community enabled him to own his own company and support owner’s family.
Saturday, November 28 Facebook Character Count: 211
#SmallBizSaturday is here! Snap a photo of where you shop today, tag the company and use #SmallBizUtah for a chance to win prizes from local businesses! Happy Shopping. #SmallBizSaturday #SmallBizUtah #ShopSmall
Saturday, November 28 Instagram Character count: 211
#SmallBizSaturday is here! Snap a photo of where you shop today, tag the company and use #SmallBizUtah for a chance to win prizes from local businesses! Happy Shopping. #SmallBizSaturday #SmallBizUtah #ShopSmall
Blog Post Top 5 Reasons to Support Small Businesses in Utah
Holly Kendall, Assistant Director of Local First Utah Why should you support small businesses in Utah? What’s the big deal? Well for starters, Utah is named #31 for business in CNBC’s ranking. Utah is becoming the destination for those wanting to start up a business. Lehi, especially, is booming with new business. I could keep throwing reasons at you, but let me break it down. Here are the top 5 reasons why your community should support small businesses.
1. Governor Herbert is a huge supporter of local businesses: Utah’s governor, Governor Herbert, loves business. As the governor, he has a lot of impact on the state and what happens in its borders. The governor has supported Small Business Saturday and would appreciate all communities who did the same. Who doesn’t want to be on the governor’s side?
2. Coming together as one: Small Business Saturday brings
together thousands of brands, plus, it introduces new brands to shoppers. Make your community more intheknow with budding brands; you never know, they may get big! (Ever heard of Freshly Picked’s story?) Even if they don’t you are helping expose small time businesses to a wide variety of people; you are giving them a chance in the merchandise world. Help them come together as one.
3. Celebrity support: President Barack Obama,
tennis star Serena Williams, Glee member Lea Michele, local musician Mindy Gledhill and many more take part in SBS. If your community supports you may end up with a celebrity in your streets! Either way, you know that your community is supporting the same thing that wellknown faces of the United States also support. Who doesn’t think that is cool?
4. Big ideas start out small: Every business has to start
somewhere. Qualtrics, for example, was a startup company in Provo. It is now a multimillion dollar company and one of the most used survey sites, especially for universities. Small Business Saturday could be the push a small business needs to get going. It could give them the exposure to get their name out. If your community supports Small Business Saturday, you could be helping a business come to life. If the business is in your
community, then you are adding to your economy. It’s a winwin situation!
5. Enabling career ties to family: The state of Utah holds family in a high position of importance. Many citizens are members of The Church of Jesus Christ of Latterday Saints, a religion that puts families first. Small Business Saturday has a large group of business owners that are stayathome mothers. They are able to raise their kids and have a business out of the home. For instance, “The Playground: the mat for park lovers
and mess makers,” was started by two Utah moms. They are able to have their business and still be stayathome mothers. By supporting Small Business Saturday, you are helping stayathome moms make a difference in the work force. You are helping children get the care they need from their mothers because they can have a thriving business based out of their home. Help families stay together and support the small businesses in your community
1. Utah named #3 state for business in CNBC ranking. (n.d.). Retrieved September 8, 2015, from http://blog.governor.utah.gov/2015/06/utahnamed3stateforbusinessincnbcranking/. 2. Freshly Picked Moccasins. (n.d.). Retrieved September 7, 2015, from http://freshlypicked.com/. 3. Spors, K. (2013, November 30). Obama, Celebrities Show Their Support On Small Business Saturday. Retrieved September 5, 2015, from https://www.americanexpress.com/us/smallbusiness/openforum/articles/obamacelebritiesshowtheirsupportonsmallbusinesssaturday/. 4. Jones, M. (2014, December 10). Two LDS moms' small business takes off on Kickstarter. Retrieved September 8, 2015, from http://www.deseretnews.com/article/865617401/TwoLDSmomssmallbusinesstakesoffonKickstarter.html?pg=all.
Measurement
Since our audience is relatively small and social media tactics are easily tracked with analytics, measurement should be simple. We will:
1. Personally follow up with city officials and local business leaders to check if they have shared any of our tactics.
2. Track the number of small businesses using our tactics on social media. 3. Track interaction with all of our posts and topics using social media analytics. 4. Track usage of the hashtag unique to our campaign, #SmallBizUtah.
This campaign will help our key publics recognize the importance of Small Business
Saturday and give them engaging content to share on social media. By providing ideas and tools to create their own content, we will give city officials and local business organizations the means to tell their own stories in an authentic and meaningful way.