SOCIAL MEDIA CAMPAIGN PLAN

SOCIAL MEDIA CAMPAIGN PLAN

1. Your campaign involves a Facebook page based on a theme and defined communication objectives - the type of business or community page you wish to develop and describes your social media presence, your venture's name and mission.

https://www.facebook.com/Rowland-Stone-155320591172898/timeline/

• This Facebook page is for Rowland Stone.  It is a family owned and operated business that is located in St. George, Utah.  The type of page I would like to create is a local business page and the type of social media presence I would like is one that represents ideas for landscaping projects using our materials of rock, flagstone, and boulder.  I think this would be effectively communicated by posting pictures of landscapers and homeowners completed projects.  Offering some advertising to these landscapers and accolades for the homeowners that participate.  

• The venture's name is Rowland Stone and the mission is: 
• At Rowland Stone, we are a 20 plus year, family-owned rock company.  We supply the necessary landscape rock, flagstone, and boulders to compete with the water deprived environment of this beautiful desert community we all call home.  We believe in going the extra mile, providing excellent customer service, and standing behind the quality of our products.  We are in business to rock it.  We are able to support eight local families that work for us, and are still able to invest in growing our business.  We service St. George and many of the outlying communities surrounding us.  We believe in achieving high customer satisfaction and work diligently to resolve any issues with speed and compassion. The employees that work for us are part of the family at Rowland Stone.  Several employees have been with our company for over a decade.  We want our employees to feel at home here, as well as any customer that walks through our doors.  

2. Your campaign plan posted on your blog includes a minimum of three market personas, people-types you want to target for successful clicking. 

1. Landscapers - These individuals are the bread and butter for our organization.  Helping them market their work will also help benefit Rowland Stone. As more people find a highlighted landscaper to do their projects for them, which will result in more rock products purchased.
2. Home-owners - These customers provide a word-of-mouth referral that helps generate more business. As one person beautifies their property, the next neighbor likes to "keep up with the Joneses."
3. Concrete/Pool/Construction workers - These individuals also constitute a bread and butter for business.  Pool workers use flagstone in facades for waterfalls into pools and many boulders to build walls around pools.  Concrete workers use a lot of mason sand for curbing around landscapes.  Then Construction workers need varying products depending on the scope of what they are completing. Some need lava cinders for outdoor fire pits, others flagstone walkways, and some rock in bags to protect water flow onto city streets. 

3. Your campaign plan posted on your blog explains your tactics; how you will reach your audience, including cross-promotion on other social media channels, and how you will make your page compelling.

• How to reach audience - I plan to send out an email blast recommending joining the Facebook page, and explaining how posting pictures of completed projects to the site will draw business for themselves.  Additionally, I plan to establish a regular content posting routine.  In this weekly post I will discuss a suggestion to keeping your yard looking great, or sharing information about a new product we have, or sharing a picture I received from a homeowner or landscaper/contractor that is unfamiliar with how to post on social media.  

• Another tactic to reach the audience will be to determine common interests based on a search of similar Facebook pages using Graph Search. Then, based on that information, I will run highly targeted Facebook ads.  Finally, I plan to offer something of value in an effort to draw out a like to the page, by linking the like to the use of the value.  Also I plan to use #hashtags to cross promote on twitter.  Finally, I plan to offer a physical location for the food trucks during lunch time and promote that on Facebook as the food trucks would also promote the location to their customers.  This would also be a physical draw for people driving past to notice the food truck and then make a mental note of the business where they saw it parked.