1. The Charterhouse
SOCIAL MEDIA PLAN
By A. DAVIS

2. OUTLINE

3. DIGITAL MARKETING
Marketing Component Objective
Email Marketing: should consist of Customer Retention: draw traffic and deliver
a segmented database measurable results
Online Advertising: includes SEO Branding and Acquisition
and all placed ads on all platforms
including Social media
Affiliate Marketing: finder’s fee Sales and Branding
referral
SEO: this applies to each social Customer Retention, Acquisition and Awareness
media platform now, for Facebook
it’s known as EdgeRank
PPC: pay per click on each advert Customer Retention and Acquisition
rather than a set cost
Social Media: best used for Branding and Participation and Awareness. Its
collaboration and engaging with general purpose is to allow users to become
others. Most content should be involved with the content creation and
user-generated, as posts should storytelling. The viral and shareable nature allow
encourage participation. for rapid awareness. This process can be
monitored through social analytics which is not
necessarily linked to monetary return
ORM: Online Reputation Customer Retention, Branding and Participation
Management refers to a process of
WebPR Acquisition and Branding

4. CREATING A STRATEGY
Branding- who are we?
Target Market- the needs and wants?
Context Competitors- who are they?
Social media is Get to know our market though
continuously evolving, as engagement and tracking
Continue
well as the application of Objectives Create awareness of our offerings
optimization
these platforms. It can be a Establish strategy around our
matter of trial and error to USP-Location.
establish what works best
for our organization.
Once readership is established
and objectives are clarified
secondary objective to support
Value- main objectives should be
Metrics
exchange established to add value to
Tools will be used as well readers.
as qualitative metrics. E.g. goal: create awareness of all
our services
Tactics and secondary goal: get readers to
evaluation
share comments and make
enthusiasts our ambassadors
Tactics as mentioned in the beginning
refers to elements used in the process.
Social media platforms usage will be
continuously assessed for suitability.

5. OUR AIMS
Charterhouse aims to support the wellbeing
and lifestyle of the Brothers.
BRANDING Restore and maintain a landmark/ legacy
and provide a vivid, engaging experience of
AIMS a piece of London’s history.
VALUES
This is done by raising awareness of
LOGO services we offer that sustain this initiative.
SLOGAN
OUR CORE VALUES
COLOUR PALETTE
Caring for Brother’s and providing an
TONE enjoyable retirement.
KEYWORDS
Legacy preservation goes hand in hand
with charity associated with the founding.
Community engagement and providing a
greater service to public.
Charity forms the basis of The
Charterhouse

6. OUR LOGO
BRANDING OUR SLOGAN
Insert here:
COLOUR PALETTE
STYLE AND TONE
Smart in general. Informal/intimate for
Facebook, formal for LinkedIn et al.
KEYWORDS: (positioning map,
USP) needs to be established through
consensus and research

7. ACQUIRE CLIENTS
AND DONATIONS
By building a strong and welcoming
OBJECTIVES identity we can leverage social media to
understand the preferences of our target
Donations group and market our services/our cause.
Engage Audience
ENGAGE
Awareness
ROI. Interact with those interested in our
organization through story telling and
stimulating engagement
AWARENESS
Increase awareness through online
presence, regular posts, tracking,
monitoring, campaigning, linking various
chosen networks and linking back to
website and email marketing.

8. TARGET GROUPS
Corporates
Educational institutions
Societies

9. CORPORATES
Highlight the exclusivity and
TARGET GROUPS uniqueness of The Charterhouse as a
location for corporate events.
A multifaceted experience.
EDUCATIONAL
INSTITUTIONS
The Charterhouse provides a wealth of
history that is linked to a fascinating
mix of iconic figures. The architecture,
art and location provide beautiful
insight to accompany learning.
SOCIETIES
Certain societies will have both direct
and indirect associations with The
Charterhouse and would value the
location as a setting for events or
meeting place.

10. TARGET PROFILE
Interested in history, art,
INTELLIGENT architecture, culture. Values
heritage and learning.
Warm-
Care about people and
hearted/CHARITABL community progression
E
Have made a difference in
professional environment,
ACCOMPLISHED
community or the arts and
seek to add value to the
lives of others through
involvement

11. CONTENT FOCUS
CONTENT
STRATEGIES Stimulate engagement.
Content should be educational,
Content Focus entertaining, inspirational or
promotional.
Content Type
Posting Frequency Demonstrate knowledge and
thought leadership.
Content Calender
Establish ourselves as experts in the
related areas (Charterhouse history,
retirement and unique exclusive
events).
Consistent with the mission and
culture of The Charterhouse.
Maintain consistency in character,
image, and personality with our
organization-carried through each
post.

12. CONTENT TYPE
CONTENT 70/20/10 RATIO:
70% User orientated: Provide useful
STRATEGIES information that caters to interests and
needs of target audience. How-
Content Focus to’s, academic debate topics, quotes.
Content Type 20% Content from other sources-related
articles/people/business e.g. Timeout
Posting Frequency listing of The Charterhouse
Content Calender 10% Promotional offers for being a
follower/sharing/checking-in/reviewing
FREQUENCY OF
POSTING
Daily: Tweet daily. Quotes from
Thatcher, Bishops, monks. Links to our
posts
Weekly: good articles, comparison dishes
from chefs weekly special, tutorials
Monthly: Timeline storytelling posts

13. CONTENT CALENDER:
CONTENT
STRATEGIES
Use Wordpress plugin or other online
(access anywhere for admins)
calendar utility to plan posts and track
updating.
CONTENT
BRAINSTORM :
Cook-offs Done daily for weekly
comparison
Weekly
In another Brother’s
shoes
Related art/artifacts
Weekly
History of CH
storytelling Interesting
articles/literature
In monthly posts
Daily
Famous/funny alumni
quotes

14. Use it to: engage
audience, connect with
groups of similar
interest and as a page
connecting to all other
PLATFORMS platforms. Add apps for
secondary engagement.
Timeline to correlate
Facebook with CH history
Twitter
LinkedIn Use it to: find audience
through twitter searches
Youtube and keywords. Daily
updates with feeds linked
Pininterest to Facebook and
LinkedIn page. Answer
Hootsuite booking and other
enquiries.
Use it to: create
awareness of catering,
event services and
network with target
groups. Start discussions
and get involved in
others.

15. Use it to: create photo
collections to demonstrate
potential designs of events-
type of food, ambience,
PLATFORMS
visual history. Also to sell
services and artwork (e.g. by
Kat, Newble) by listing prices
and website referrals
Use it to: Rank in
searches, attract circles
with similar interests
Use it to: encourage check-
ins which relate back to
Facebook. Set up donations
schemes through
NOTE: Flickr and “:mayorship”. Where an
amount of 4p is associated
YouTube to be added with check-ins and rewarded
once contributors are by us in an invite of sorts
discovered

16. Use it to: Time
posts, reach
multiple platforms
TOOLS simultaneously
ANALYTICS
TRACKING
CONVERSATION
CMS Use it to: Blog or as
PLATFORM CMS system.
Comes with useful
MANAGEMENT plugins that respond
to changing
landscape needs
Use it to: track
influencers/thought
leaders within our
scope. Track
campaigns and
effectiveness

17. RESOURCES
Input: approve Input: creative
content/storytelling direction/strategy/a
topics and review pplication,
posts in alignment research, posting,
with objectives analytics
Hours: 2 weekly Hours: 10+ weekly
Development 1 intern
team
Input:
PinInterest/Facebo Input: writing on
ok posts of dishes topics of interest,
for week-on-week table banter
cook-offs conversation,
photography
Hours: 15mins
daily (iphone pic) Hours: As wished
Catering Brothers and
Team staff

18. METRICS
• FACEBOOK: MEASURE LIKES AND MENTIONS
• TWITTER: MEASURE MENTIONS /TWEETS AROUND
POSTS
• WEB SITE TRAFFIC: MEASURE TRAFFIC TO THE
WEBSITE BEFORE, DURING AND AFTER POSTS
• SEARCH: MEASURE SEARCH RESULTS AROUND KEY
TERMS BEFORE, DURING AND AFTER POSTS
• CODES: USE CODES ATTACHED TO EACH PLATFORM
AND PROMOTIONAL POST THAT SHOULD BE USED
WHEN MAKING BOOKINGS.

19. GOVERNANCE
• QUALITIES TO ADHERE TO: EVERY POST CARING,
INSIGHTFUL, INPIRATIONAL, EDUCATIONAL. i.e.
DEVELOP “CHARTERHOUSE FRIENDLY” STANDARDS
• DESIGN, COLOURS, FONT TO ADHERE TO:
GUIDELINES TO BE ESTABLISHED
• TONE /LANGUAGE AND INFORMATION USED:
GUIDELINES TO BE ESTABLISHED
• HIERARCHY OF APPROVAL PROCESS:
• CONTACT POINTS: HOW IT EXTENDS THROUGH
“PLACE” ASPECT OF FOUR P’S IN MARKETING EFFORTS
COULD BE ENCOURAGED AT EVENTS

20. SYSTEM OVERVIEW
Brainstorm content related
Community to assessment
Managers
Post and respond
Channels
Track conversations
Listen Assess Engage
Videos/
Topics,
Facebook
Group 1 platforms tags
Group 2 Topics,
Email
platforms
Improve and explore
Community more options

21. OTHER • Developing donation APP
CONSIDERATIONS
• YOUTUBE CHANNEL
(revenue aspect) to be
created once a small
budget or volunteer is
discovered.
• Videos of location, coffee
discussions in documentary
style
• skills tutorials from
brothers/staff