Goals

Our primary goal is to develop a plan to get the word out about Paws for Kids. We also want to build credibility, generate interest and engagement, and promote interest in our programs (and registrations).

Analysis Needed

We have a general understanding of our audiences, including middle school age children, their teachers, their parents, shelters and rescues, dog trainers and handlers. The analysis likely will be different by audience. Specific questions we have are:

• What social media platforms do we need? (Have Facebook and Twitter. We have a YouTube account but haven't done much with it. What about Instagram? Pinterest? Vimeo? Snapchat?)
• Which media should we use for which audience: What sites do middle school kids use? What do their parents use? What do educators use? What do rescues & dog trainers use?
• What will get them interested / draw them into reading our information and exploring more?
• What tools will enable consistent posting (e.g., HootSuite)?
• Where does email fit into the marketing & communications? (Does it? When / how / why?)
• What other things should we consider (e.g., Podcasts, blog, Vlog...)?

Outcomes / Deliverables

1) Summary of the Analysis with Related Recommendations

2) Recommended social media practices to continue the effort (post project completion); plan for continued implementation:

• Frequency & timing of posts
• Content standards
• Content categories
• What type of content on which social platform
• When and when not to cross-post (days of week, time of day ...)
• What is too much

3) Initial Content

Minimum of 3 months of content to help keep us going, with content by:

• Category (such as kids, Dogs, Training, education, special needs like ADHD / autism / bullying, ...)
• Social Media Platform
• Audience