1. Campaign Plan
Wellness Institute of Greater Buffalo – Social Media & Book: Buffalo
Niagara: Diagnosis & Prescription for Change
COMMUNICATIONS UNLIMITED CO.

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Wellness Institute Social Media Plan:
Strategy:
The current goal of the Wellness Institute of Greater Buffalo is to promote and maintain a
healthy community by informing the community of the different positive environmental, social,
human and economic aspects. Through an active social media presence, these goals can be
achieved by raising awareness, enhancing reputation and increased event participation.
Goals:
 Reputation/Visibility
o To improve and enhance reputation and visibility of the Wellness Institute of
Greater Buffalo (WIGB).
 Relationship
o Create a more active social media presence to help improve the connection with
the Buffalo community. (Increased audience engagement)
Task:
o Utilize social media to promote events and community involvement.
o Utilize social media to inform the Buffalo community on how to live a healthy
lifestyle.
o Utilize social media to increase awareness on local environmental issues.
o Utilize social media to
Tactics:
Facebook: (This is the social media that is the best to reach your specific audience)
 Share current and relevant articles about wellness, social, economic and environmental
issues
 Share articles from local sources such as: Artvoice, Buffalo Rising, Buffalo News,
WGRZ etc., any media outlet that relates to Buffalo as a whole, and encultures the WIGB
mission. (There’s so many, just follow and interact with different pages on Facebook,
Twitter, Email listings, etc.)
 Create pages for every event and promote them through Facebook invitations and shares
 Promote local community events such as; local running events, farmer’s markets,
Canalside activities, sports events
 Follow and utilize different trends to maintain relevance
 Capture and post photos from each WIGB event

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 Use giveaways to gather more followers and increase engagement. Example: “Share this
post and tag 3 people for a chance to win fitness classes/water bottles, gift certificates.”
Involve local businesses and restaurants.
 Prime times for posting- 8-10 a.m., 5-8 p.m. (Early in the morning before work, and
late after dinner/work)
 Keep active in winter- share articles from news/pop culture website sources, promote
Canalside and Ski resorts, In-house exercise strategies, free skates, promote Buffalo
Sabres, healthy diets, “ways to beat winter blues”
 Spring/Summer strategies- Take and post pictures at all events, Earth Day posts,
Community environment events, economics, tree planting, urban gardening, new
upcoming restaurants, composting, grocery shopping, start your own neighborhood
cleanup, share from non-profits, entrepreneurship, West Side Bizarre
 Proofread and condense statuses, try to attach picture or graphic
 Just promote what you’re already doing, you’re doing great work, brag about it in an
objective fashion
Instagram:
 Capture high-quality photos at each event and promote Buffalo photos and events
 Source photos by “tagging” the original account who posted them
 Prime times for posting- 8-10 a.m., 5-8 p.m.
 Update weekly, or more if you have important content or an event to promote
 Use hashtags such as “#Buffalove”, “WellnessWednesday”, and anything relevant to the
content. Try to limit it to 5 hashtags maximum.
 Use location tags when at a notable place
 Use giveaways to gather more followers and increase engagement. Example: “Share this
post and tag 3 people for a chance to win fitness classes/water bottles, gift certificates.”
Involve local businesses and restaurants.
Twitter:
 Continue to utilize Twitter by tweeting relevant content such as; health and wellness
articles, event information
 Retweet important information from accounts such as the National Wellness Institute,
City of Buffalo, Health magazines, NY Times, National news outlets
 Post photos for more engaging tweets and utilize hashtags

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Weekly Facebook Calendar:
Monday: Environment, Wellness
Tuesday: Economic
Wednesday: Environment, Social
Thursday: Wellness
Friday: Social, Wellness
Saturday: Social, Wellness
Sunday: Recap Post for Wellness Institute (Schedule in Advance)
Remember, we are living in the social media age, you’re all about spreading your mission and
making Buffalo a better community with an affinity for wellness. Use this medium and the above
tactics effectively and you will be one step closer to that dream.
*The website also NEEDS to be redone, perhaps using a template from Wordpress or Wix. The
current site is quite outdated, has broken or missing links, is too long ascetically, puts too much
emphasis on full press releases as opposed to social media efforts, and is generally just a mess of
words that could easily be compressed. There should be a separate tab for press releases, and
events, a calendar and more. A great site to compare it to is elmwoodvillage.org, the Elmwood
Village Association website which while it has its faults is a step in the right direction. The EVA
is another non-profit.
Social Media Intern:
An excellent way to put these suggestions to use would be to employ a social media intern who’s
responsible for the above.
The perks of having a social media intern is that as far as expenses are concerned, there
wouldn’t be too many as the internship could be an unpaid one. Most internships are unpaid.
Another perk of this is that the intern would be trained on how to effectively use social media
and would be able to use the strategies above. The intern could be paid with college credit. The
following could be a description of the position:
The Wellness Institute of Greater Buffalo, Buffalo’s own initiative towards building a healthier
community, is looking for an intern with strong knowledge and understanding of the digital
media landscape, including various social media websites.
The Wellness Institute of Greater Buffalo is preparing a re-launch of its social media presence
and this position will play an integral role in its success. The intern hired for this position will

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need strong critical thinking skills, good judgment and it wouldn’t hurt if you are extra creative
and have a love for wellness.
Responsibilities
 Manage Wellness Institute of Greater Buffalo social media accounts, including:
o Facebook
o Twitter
o Instagram
o and others (possibly YouTube)
 Monitor, post and reply on social networks
 Website and social media optimization preferred
 Keyword analysis preferred – This will grant you excellent SEO experience
Requirements
 Must have demonstrable professional or study-based knowledge of the strategic use of
such media to achieve measurable objectives
 Students applying for this internship should be Strategic Communication, Marketing,
Public Relations, Communications or Business
Majors
Strategic Communication, Marketing, Business, Public Relations, Communications

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Wellness Institute Book Promotion Plan: Buffalo Niagara: Diagnosis &
Prescription for Change by Lawrence Brooks
Part I: Intro – Identifying the Problem and Setting the Scene
In our meeting with the Wellness Institute to discuss their current efforts to gather more audience
engagement, we also met with Mr. Larry Brooks, the author of Buffalo Niagara: Diagnosis &
Prescription for Change and his publisher Mr. Mark Donnelly, of Rock, Paper, Scissors
Publishing. We discussed at length the new release of the book and how we could garner
audience engagement for the book and the Wellness Institute, due to the book carrying the
message and mission of the institute. The problem facing us however, was the novelty of the
book, only being published for two weeks at the time of our meeting and how to market it. With
that in mind, our team devised several recommendations that we think will rectify those
problems effectively. (We also took into account that spreading the message of the book is more
important than book sales to you. We think these ideas will help both causes, however.)
Part II: Recommendations
1. Send review copies to all the journals and magazines that review similar books. This is
something that most publishers do for you, but there is no harm in sharing lists and helping out.
Buffalo is a decent size market so there should be multiple reviewers that you can contact. If
you have self-published you will certainly have to focus on this. Don’t forget the many online
sites that review books. These reviews are sure to get people interested. People love to read other
people’s opinions.
2. Try to get people to place reviews on Amazon and other websites. Amazon is highly
influential and the reviews matter so encourage anyone who says they enjoyed your book to
place a review. This is one of the first things a buyer will see on an online seller such as Amazon.

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This goes for the publisher’s site as well. This can also be applied as mentioned before to any
sites where reviews are placed.
3. Offer yourself for interview on radio stations (WBFO would be the best choice). Most
radio stations are looking for interesting interviews and the author of a newly published book has
a good chance of getting on air, especially since your book hits home. You need a publicity letter
which says something interesting or controversial about the book and that should be enough to
get you started. If you have the budget, you can target radio and TV programs. (See Budget)
4. Create a web page for the book. Ideally you should have a separate website with an address
that features the book title. Now you can exchange information and reviews that will drive traffic
and cause people to have a conversation. Be sure to show people how they can buy the book
there is no worse way to shoot yourself in the foot if that doesn’t happen. Encourage user
feedback, comments and reviews. People who read books are usually the type of people who talk
about them from one person to another, so every seed you plant is a bonus.
5. Allow people to read small samples of you book. There was a lot of statistics that went into
your book, so determining which samples may be difficult. However, if you can give people that
sample and get them interested they’re sure to buy it. Take a couple of your best chapters and
turn them into pdf files. Let people download them for free. Today this is the same for letting
people browse through your book at a bookstore.
6. Use material from the book in your blog. Start a blog and quote from the book. Lift sections
and acknowledge the book as the source. Build a community of interest around the topics in the
book. Being honest a big chunk of getting people to invest time into your book is you having to
educate the public. There’s a lot of great yet complicated research that you did and while people
will read and appreciate it, they might need help understanding. Blogs are in!

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7. Give away copies to the right people. Use the book as your calling card. Give copies to
potential and existing clients. Encourage them to read it and pass it on. Don’t be afraid to go after
the big shots in Buffalo, Mayor Byron Brown or even Mark Poloncarz. The issues in the book
are effecting them too, and their various initiatives.
8. Offer books as prizes. Local radio shows, magazines or societies will often be interested in
running competitions and will give you valuable publicity if you give them a few books to give
away as prizes. This is crucial especially now a day because people need incentives to actually
do anything.
9. Have a reading, followed by a book signing. Or vice versa. Organize a reading at a local
venue, such as in Rockwell Hall on the SUNY Buffalo State campus. You can do this at multiple
venues for little to no cost, and follow each reading with a Q & A session. People will feel
connected to you, Mr. Brooks, as the author. Make sure to do this when there isn’t something
high volume going on in town, like the Allentown Art Festival.
10. Take part in local events that could be used to promote the book. An ingenious example
we thought of is taking part in the Small Press Book Fair, or similar events in Buffalo. The book
fair for example, is an event in which many local and non-local authors and publishers come
together to display and sell their work. This is important especially in the summer when there are
multiple events weekly that could be used as a means to promote the book and get people in the
know about it and its message. Even if it’s as little as pitching a tent for the book, selling at these
events or simply spreading the message.
11. Utilize the Wellness Institute to its greatest extent. This means handing out samples,
snippets, etc. at Wellness Institute events such as the Wellness Walks. It also couldn’t hurt to
have these pieces handy at the Wellness Institute office, or even copies of the book. This also
means using the Wellness Institute’s social media accounts as a means of promotion.

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12. Don’t ever forget about the power of social media… In addition to the website for the
book, something that other authors have shown grand results with is using social media to
connect with their intended audiences. You can put up snippets and passages of the books, take
polls, answer fans and their questions, compliments, and concerns directly and show up on
people’s timelines, newsfeeds, etc. that you wouldn’t have been able to reach otherwise. You
need a social media presence. This is directed not only at promoting the book through the
Wellness Institute’s social media, but through Mr. Brook’s personal accounts (if you wish), and
the accounts that would ideally be created for the book. When an author interacts with their
audiences, it makes a love for their writing grow deeper. As far as the Wellness Institute goes,
the book could be used on social and wellness posts on the Facebook page for example. At the
very least Facebook and Twitter need to be utilized in order to spread the word, which leads to
our final recommendation.
13. …Or word of mouth. People love to talk, they love to talk about problems in their
community, and in their personal lives. People like to talk about statistics and they like to sound
smart and worldly. Presenting something for them to talk about is exactly would could push the
audience engagement with this book over. Most of the above recommendations will lead to a
diffusion of words which would lead to more book sales. Simply mentioning the book or having
a small group of people visiting local events with flyers/passages relaying the message of the
book would be so beneficial. Get people talking and keep them talking.
Part III: Budget
As you can see, this plan is pretty inexpensive for all intents and purposes. A lot of it is
coordinating with local and online outlets in order to raise exposure to the book. When we met in
person we did discuss making our plan for you more affordable, yet effective. Depending on how
much you are willing to spend, you could always pay to have a radio spot put out regarding the
book, or perhaps an ad in a local print outlet, such as Artvoice or The Public. These are

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expensive, but may be worth the time, effort, and money. With all of that being said, the above
recommendations should be more than enough to at least get a small following started with the
book.
The immediate focus should be on utilizing the budget that you see fit, of course. It is all up to
the discretion of you all as our clients. In our professional opinion however, we do think that
utilizing local paid media could be a great tactic. It’s a way in which many local writers get word
out about their works.
Part IV: Recap
Following these tactics, strategies and recommendations are exactly what the Wellness Institute
of Greater Buffalo and what Mr. Brooks need to increase audience engagement. This is an
entirely feasible feat. The effort simply needs to be put forth to reach that feat. It will take a little
bit of work, and maybe an intern or two, but it is plausible that audience engagement be tripled
for the book and at least doubled for the Wellness Institute. Of course, each can help the other as
well.
We would love to meet again in person, when you have finished going through this plan to
discuss further actions you could take or any additional questions as well as scheduling a six-
month check-up meeting six months from now to see if our recommendations have helped, and
how we can improve our work.