This project plan was created for educational purposes for University Washington Tacoma's TMKTG 490-Social Media Strategy and Analytics class.

1. Social Media
Marketing
Strategy
Tacoma Maritime Fest Event

3. 1.

4. “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.”

5. 2.
“To increase attendance and
help define this festival
as a signature annual
waterfront event”

6. 3.

7. 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%

8. Steps to Define Social Media Goals
➔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

9. Steps to Define Social Media Goals
➔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

10. Steps to Define Social Media Goals
➔Target Group’s Preferred Social Media Platforms

11. Steps to Define Social Media Goals
➔Selected Platforms

12. “More broadly advertise the
Tacoma Maritime Fest to
accomplish the business goals”
3.

13. 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

14. For Distinct 4 Annual Phases
➔ Content Strategy
➔ Individual Tactics
4.

15. 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)

16. Strategies (Tactics) to Keep Connected (Phase 1)
➔Update and unify social media presence across
platforms
➔Post primarily on Facebook and Twitter

17. 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

18. 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

19. 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)

20. Project Resources, Budget,
Roles, & Responsibilities
➔$700 Budget
➔Steering Committee
➔Approximately 60 total hours
◆Social Media Manager
◆UWT Marketing Intern

21. 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%

22. 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

23. Key Performance Indicators
Keeping Connected
➔Generate an engagement rate with our followers
on Facebook and Twitter
➔Moderately increase social media page likes,
visits, and followers
Phase 1

24. Key Performance Indicators
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

25. Key Performance Indicators
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

26. Key Performance Indicators
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

27. 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

28. Traffic Generation & Engagement
➔ Inform audience
➔ Cultivate two-way conversations
➔ Share activities
➔ Discuss ideas
➔ Build excitement
➔ Benefit the waterfront
community, the Seaport
and the Festival

29. 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

30. 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