social media strategy plan for tacoma maritime fest

Social Media

Marketing

Strategy

Tacoma Maritime Fest Event

“Tacoma Maritime Fest is the only

community festival that celebrates Tacoma’s

rich maritime heritage. The festival aims to

engage the local communities and youth with

the waterfront, and encourages participation

in the numerous activities, crafts, and trades

that embody Tacoma’s maritime culture.”

2.

“To increase attendance and

help define this festival

as a signature annual

waterfront event”

Steps to Define Social Media Goals

➔Audit of existing social media presence

◆ Facebook has 647 likes

◆ Twitter has 230 followers

◆ Instagram has 712 followers

◆ Engagement rate is 0%


➔Competitive Market Analysis (SWOT)

◆ Established presence in

top social media platforms

◆ Low involvement with

followers

◆ Create a strong loyal

community

◆ Mediocre engagement

among social media

followers


➔Target Group and Audience Personas

◆ Families with school-aged children

◆ Spend time together, Active, Appreciate learning

◆ Facebook: Mothers, Fathers, Aunts, Uncles and Grandparents

◆ Twitter & Instagram: Young teenagers to young adults


➔Target Group’s Preferred Social Media Platforms


➔Selected Platforms

“More broadly advertise the

Tacoma Maritime Fest to

accomplish the business goals”

3.

Five Main Social Media Goals

1. Increase attendance by 30%

2. Create and cultivate community awareness year round

3. Strengthen the waterfront business community

4. Increase vendor participation by 10%

5. Increase follower engagement

For Distinct 4 Annual Phases➔ Content Strategy➔ Individual Tactics

4.

Content Strategy: Four Annual Phases

Phase 1: Keep Connected (September-March)

Phase 2: Creating Buzz (April-July)

Phase 3: Maritime Fest (Event Weekend)

Phase 4: Recapture (July-August)

Strategies (Tactics) to Keep Connected (Phase 1)

➔Update and unify social media presence across

platforms

➔Post primarily on Facebook and Twitter

Strategies (Tactics) to Create Buzz (Phase 2)

➔ Increase posts on Facebook and Twitter

➔Connect with local businesses and other family oriented

organizations within target audience

➔Begin Instagram posts

➔Post weekly intermediate contests & winners

Strategies (Tactics) during Event (Phase 3)

➔Continuous posts across all platforms:

high engagement!

➔Active listening and responsiveness in real time

➔Event contests & winners throughout the event

Strategies (Tactics) to Recapture (Phase 4)

➔Post all photos of events

➔Create a video

➔Announce Grand Prize Winner

➔Build anticipation of next year’s event by showing

highlights of this year (save the date)

Project Resources, Budget,

Roles, & Responsibilities

➔ $700 Budget

➔Steering Committee

➔Approximately 60 total hours

◆Social Media Manager

◆UWT Marketing Intern

Forecasted Results

➔Facebook 647 to 825 likes

➔Twitter 230 to 400 followers

➔ Instagram 712 to 900 followers

➔ Increase engagement rate ◆ Phase 1 - 0% to 10%

◆ Phase 2 - 40%-50%

◆ Phase 3 - 60%-70%

◆ Phase 4 - Returning back to 10%

Key Performance Indicators

➔Comparisons to Baseline Social Media Audit

➔Metric: rate of change at the end of each phase

➔KPI’s will vary over the 4 phases


Keeping Connected

➔Generate an engagement rate with our followers

on Facebook and Twitter

➔Moderately increase social media page likes,

visits, and followers

Phase 1


Creating Buzz

➔ Increase social media page likes, visits, & followers

➔ Increase engagement rate and post reach

➔Create a high number of quality interactions

➔ Increase website visits via Facebook & Twitter

Phase 2


Maritime Fest Event

➔ Increase social media page likes, visits, followers

➔ Increase photo posts on Facebook and Instagram

➔ Increase “People Talking About This”

➔Create a high number of quality interactions

Phase 3


Recapture

➔Maintain photo posts on Facebook and Instagram

➔Plateauing of visits to social media platforms and

website

➔Plateauing of engagement with followers

(decreasing as time cycle returns to Phase 1)

Phase 4

Facebook Twitter Instagram

● Likes

● Comments

● Responses to

posts

● Followers

● Retweets

● Replies to tweets

● @mentions

● #TacMaritimeFest

● Photos posts

● Photo likes

● Comments

Data Collection

Each platform will be used to measure

follower engagement

Traffic Generation & Engagement

➔ Inform audience

➔ Cultivate two-way conversations

➔ Share activities

➔ Discuss ideas

➔ Build excitement

➔ Benefit the waterfront

community, the Seaport

and the Festival

Social Media Management & Monitoring

Management Tools Monitoring Tools

● Handles multiple platforms

● Facilitates team collaboration

● Tools for audience engagement

● Comprehensive analytics

● Start-to-finish reporting

● Aids to direct future efforts

Action Items for Project Finalization

➔Step 1: Clarify Goals and Gain Approval

➔Step 2: Implement Strategy

➔Step 3: Monitor Project

➔Step 4: Final Project Evaluation