A presentation on the social media marketing plan for The Sparks Foundation (TSF) was made as a part of the Digital Marketing Internship in September 2021. (Author: SHIVA TYAGI)
2. INTRODUCTION
• What is Digital Marketing and Marketing Plan ?
• Importance of Marketing Plan
• The Sparks Foundation & Programs
• The Marketing Plan & Execution
• Monitor Marketing Metrics
• Summary
3. What is Digital Marketing ?
Digital Marketing is also called online marketing, it refers to the promotion of brands
to connect with potential customers and engage with the target audience using the
internet and other forms of digital communication.
This includes not only email, social media, and web-based advertising, but also text
and multimedia messages as a marketing channel.
Basically if a marketing campaign involves digital communication, it’s digital
marketing.
4. What is Digital Marketing ?
We can also say Digital Marketing is the
marketing and advertising of a business,
person, product, or service using online
channels, electronic devices and digital
technologies.
A few examples of digital marketing include
social media, email, pay-per-click (PPC),
search engine optimzation (SEO) and
more.
5. What is Marketing Plan ?
A marketing plan is an operational document that outlines and
advertising strategy that an organization will implement to generate leads
and reach its target audience.
A Marketing plan includes all the details regarding the -
PR (Public Relation) Campaigns to be undertaken over a period of
time, including how the company will measure the effects of these
initiatives. PR Campaigns are a series of planned activities that all have
a specific purpose such as raising awareness, informing the public about
company news, reaching the larger audience and improving the brand’s
reputation.
6. Importance of Marketing Plan ?
An Effective Marketing plan is necessary to engage with the target
audience and optimize the social media goals and targets of the
organization. In today’s world it’s very crucial to reach out to our target
audience through the social media platforms like – Facebook, Twitter,
LinkedIn, YouTube, Instagram etc.
As these are some of the most popular platforms and a large number
audience daily interact with these platforms.
Before we discuss the marketing strategy for (TSF) The Sparks
Foundation, let’s understand - what is sparks foundation ?
7. The Sparks Foundation
About Us -
The Sparks Foundation is a non-profit organization that is
working to bring parity in education, making sure children
have equal opportunity at success, irrespective of the financial
background.
TSF also provide Financial Assistance to Meritorious and
Deserving Students, along with Prizes and Motivating
students to bring out their Best.
8.
9. The Sparks Foundation
The first program that they have successfully put into play for about three months now is their Graduate
Rotational Internship Program, or GRIP. GRIP offers internships for the area of tech, marketing and human
resources. The first month works on individual tasks, such as writing articles and designing posters, the
second month consists of group work. Some of the other programs of TSF are as follows:
Our Programs -
• Student Scholarship Program
• Student Mentorship Program
• Student SOS Program
• Student Externships Program
• Workshops
• Corporate Programs
10. The Marketing Plan & Execution
A digital marketing plan plays a very important role in
achieving your brand’s goals and objectives. It is very
crucial tool, as it outlines and includes all the strategies,
channels. Timelines and budget.
A digital marketing plan must include each and every
information from planning to successfully execution of all
the strategies. But just by making a plan doesn’t guarantee
getting results.
11. The Marketing Plan & Execution
A clear strategy can help in achieving your brand’s objectives and
goals. Below I have discussed the social media marketing plan that
can help (TSF) The Sparks Foundation to identify their social goals,
and can help in engaging with their audience and optimize the
results.
Firstly –
Do Research: The first and for most important thing is research. We
need to find out what exactly we want to achieve from our social
media platforms, is it money ? Is it business opportunities ? Is it
engagement and reach ? Or any other goal.
So, research will play a very important role in creation of a successful
marketing plan.
12. The Marketing Plan & Execution
Target Audience:
Firstly we need to identify who will be our target audience.
Since the main target audience of (TSF) is the younger
generation of students and freshers who have recently
graduated.
So it becomes extremely important to have an active social
media presence, and it can only be possible when we will
start creating engaging content, and keep posting on our
social media platforms to attract the young minds to interact
with it.
14. The Marketing Plan & Execution
Boost Community Engagement:
We have to find different ways with the help of which we can get
the attention of the current followers on your social media and
while doing that we can get some fresh engagement as well.
We have to experiment with messaging and content. We have
to maintain the communication between the organization and its
target audience. These are some of the ways we can boost our
community engagement –
By creating social media posts, story feeds, interactive live
video chats can be one of the important option as well as
surveys. We can also tell success in the form of reel videos of
about 15 seconds, one more thing we can do is creating
motivational posts. So these are some of the following things
we can do to boost our audience engagement.
15. The Marketing Plan & Execution
Increase Audience Base:
If we follow the above steps, then we can grow our audience.
We need to bring new followers and for that we need to
maintain the communication between the brand and the
current followers.
New followers can be very helpful in growing your audience
base, as new followers can introduce your brand to others
who haven’t heard of you before.
Growing your audience also means connecting and
communicating around your business & industry that matter
the most, in our case – the Education & Learning Industry.
17. The Marketing Plan & Execution
We need to take some major steps otherwise it is very difficult to boost your audience
growth as there are already too much content. What we can do is – we can monitor
and ldentify the specific keywords, phrases or hashtags.
We need to make use of those keywords and optimize the keywords used in our posts
so that they rank high in the searches.
Through more efficient social media targeting, we can reach our core audience much
faster.
For Example – The Sparks Foundation majorly focuses on “Inspire, Innovate &
Integrate” as its three primary mission goals. Hence we need to showcase examples
& case-studies/ stories through our social media posts & other channels.
18. Monitor Marketing Metrics
1. Reach –
Post Reach is the Number of unique users who saw your
post. How far is your content spreading across social media ?
Is it actually reaching audience feed ?
Writing posts that have relevant keywords is very important.
The content should be useful to the audience & should add
value to the person who is reading or interacting with it.
Reach is a measure of potential audience size.
19. Monitor Marketing Metrics
2. Clicks –
This is the Number of Clicks on your content, company
name or logo. Link clicks are critical towards understanding
how users move through your marketing funnel.
Tracking clicks per campaign are essential to understand
what drives curiosity or encourage people to engage with
the brand, in our case enroll themselves in the program.
20. Monitor Marketing Metrics
3. Engagement –
The total number of social interactions divided by the
number of impressions. For engagement it’s about seeing
who interacted and if it was a good ratio out of your total
reach.
This sheds light on how well your audience perceives you
and their willingness to interact.
21. Monitor Marketing Metrics
4. Hashtag Performance –
Tracking hashtag performance may come in handy on a
couple of occasions. Which hashtag is associated with your
brand, or what hashtags created the most engagement ?
Having these answers can help shape the focus of your
content going forward.
22. Summary
Summary –
Digital Marketing is a perfect way to interact if the primary goal is to reach vast numbers
of people. Marketing in social media has revolutionized marketing behavior.
If (TSF) follows the above mentioned methods to drive engagement and social media
strategies then we can definitely see great results. We should also take care of the
above metrics to track our effects and effectiveness of the social media marketing
strategies and improve on the areas based on the assessment of the metrics.
