Social Media

Marketing
Plan
December 2021-December 2022
Prepared for National Park Trust
MEET THE TEAM
My name is Avery Elmore, and I was born and raised in Newburyport,
Massachusetts. I grew up in this small coastal city north of Boston with my 3
siblings, parents, and dogs. I'm finishing my BBA in Marketing with a
concentration in Digital Marketing, as I am a senior at James Madison
University. I am a hardworking, passionate student that strives in fast paced
work environments. Outside of class I am a Social Media Manager for a small
company in my hometown, PEAK College Consulting. I run all social medias and
work closely with the CEO to assist in creating her brand vision.

My name is Jennifer Faillace and I am from Richmond, VA. I

am currently a senior Marketing Major in the College of
Business at James Madison University with a concentration in
Digital Marketing. In addition to class I work for a digital media
company and am also a dance teacher in Harrisonburg. I enjoy
reading, baking, hiking, and being with family and friends in
my free time.

My name is Emma Macri, and I am from Long Island, New York. I am a

senior at James Madison University currently studying in the college of
business and majoring in Marketing with a concentration in Digital
Marketing. I am a highly organized and competitive person participated in
leadership roles within the university. Well-developed understanding of
the importance of communication. Outside of class I enjoy spending time
outside and being with family and friends.

My name is Alex Ray and I grew up in Hershey, Pennsylvania. I

am currently majoring in Marketing with a concentration in
sales at James Madison University. Outside of class, I work for
The Clouser Group, a marketing company that sells emerging
technology. In my free time, I enjoy listening to music,
watching sports and hanging out with friends. After
graduating, I would like to travel the world as a marketing
manager or sales representative.

Table
t a b l e of
o f Contents
contents
Situation Analysis
Internal Environment...................................................................4
External Environment...................................................................5
Social Media Audit/ Presence.....................................................9
SWOT analysis...............................................................................13
Objectives & Budget
S.M.A.R.T. Objectives .................................................................14
Target Audiences
Target Audience #1....................................................................16
Target Audience #2....................................................................19
Social Zones
Zones and Platforms...................................................................22
Creative Strategy
Organic Campaigns.....................................................................25
Influencer Marketing Campaign...............................................36
Activation Plan
Plan.................................................................................................42
Content Calendar........................................................................44
Manage/Measure
Measuring Success.....................................................................45
Appendix ......................................................................................48
Works Cited...............................................................................50
 SITUATIONAL 4

ANALYSIS
Internal Environment
Opportunities

The National Park Trust has several opportunities that can be leveraged for social media marketing as
well as help them differentiate them from competitors. For example, outlining the goals for growth
through month-to-month communication strategies will help keep The National Park Trust’s goals
specific, measurable, attainable, relevant, and time based. Further, keeping social media posts,
newsletters and advertising consistent will help attract and engage followers. By using storytelling in
the social media posts, it allows the followers to form a connection with the nonprofit organization and
feel more inclined to contribute to their cause. The National Park Trust has also implemented a call to
action through their social media posts and promoted their business through sales promotions to
incentivize their followers to engage.

Culture
The corporate culture of The National Park Trust is very supportive of the transparent and
decentralized norms of social media. For instance, the nonprofit organization employs many college
ambassadors, interns, and full time workers to utilize their ideas and perspectives. The National Park
Trust’s culture of adventure and overall activism for land and the outdoors, ultimately helps attract
customers and grow their social media following.

Resources
The National Park Trust has many tangible and intangible resources that can be leveraged to
implement social media activities. For instance, free advertising money on Facebook, Google
Advertising, Free Canva Premium, Networks with PR Firms, as well as the key employees that help the
company grow. The National Park Trust also has a budget of $3,500 per month in addition to grant
management and a variety of programming in education and online learning. Further, The National Park
Trust already has over 1,500 followers on both instagram and twitter as well as a rating of 4.8/5 on their
Facebook page. Seeing that the nonprofit organization already has a big following base, there is an
opportunity for them to attract more followers in addition to improving their networking ability.
Additionally, their mascot and employees make up important resources that they have access to and
can create a presence on their social media.
 Preparedness
5
The National Park Trust already utilizes multiple social media platforms Including: Instagram, Twitter,
Facebook, Linkedin, Monthly Newsletters, and TikTok. They also engage in social media activities
including photo sharing, video sharing, blogs on websites and press releases. The National Park Trust
has already implemented multiple social media activities that will help engage their followers. On
instagram for example, they have already included many highlights under their account, as well as their
website link in the biography and multiple posts involving nature and other activities. These things
demonstrate National Park Trust’s existing knowledge of social media that can be applied to future
campaigns and social media use.

External Environment
Current Customers
After analyzing data provided by National Park Trust we found that their current customers consist
mostly of women, aged 35-44, with a broader range of 25-54. Their top location for customers who are
interacting with them is New York, followed by Los Angeles and Washington D.C.. As far as their
customers’ use of social media, they have a moderate amount of following on social media, but their
customers’ appear to not be interacting as much, which could be because of the customers’ low social
media usage or a general lack of incentive or motivation to interact with the page.
Competitors
Competitor: Social Channels:
6
National Park Foundation Facebook, Twitter, Instagram, YouTube,
Linkedin
Audience Size: Overview of Social Presence:
Instagram: 241.2k followers Across all the foundation’s social media accounts,
Facebook: 690k followers they use a very informative, formal tone. It is clear
Twitter: 141.3k followers their main goal of being on social media is to
Linkedin: 30k followers spread awareness about their cause while also
Youtube: 1.4k subscribers highlighting different events happening
throughout the parks and staying up to date on
major events happening in the country and world.

Strengths: Weaknesses:
They have high quality One weakness appears to be that they do not
pictures and videos to share, cater their posts to fit the specific social media
as well as well thought out channel with which they are communicating -
captions to spread their posts are generally the same among
information. They also have a channels. While they have a high following, their
high following on most of engagement is low on most channels.
their channels. Additionally, their posts are slightly wordy which
isn’t always optimal depending on the channel.

Competitor: Social Channels:

National Park Conservation Facebook, Twitter, Instagram, YouTube
Association

Audience Size: Overview of Social Presence:

Facebook: 512k followers They take a very informative tone of voice in
Twitter: 224.4k followers their captions and often post about events
Instagram: 40.1k followers happening inside and outside of the
YouTube: 1.22k subscribers organization, acknowledging many important
Strengths: current events and holidays. Their Twitter and
They do a good job at curating Facebook accounts are used mainly to post
their posts to suit the links to informative articles, while YouTube
different social media and Instagram have more original content
channels. They also have a including high-quality photos and videos.
high following that could Weaknesses:
benefit them if utilized They have a fairly high following on all their
correctly. Additionally, their social media accounts, but are lacking in
posts themselves offer good engagement getting very little likes and
information and appealing comments on posts.
pictures.
Competitor: Social Channels: 7
The Nature Conservancy Facebook, Instagram, Linkedin, Twitter,
YouTube
Audience Size: Overview of Social Presence:
Facebook: 1.3m followers Overall, they take a more light-hearted
Instagram 841k followers approach across their social media, while still
Linkedin: 399k followers raising awareness about relevant issues. Their
Twitter: 989.2k followers instagram is primarily photos of animals with a
YouTube: 22k subscribers caption describing the photo. Their other
channels are more informational detailing
events happening and ways to get involved.
Strengths: Weaknesses:
One of their largest strengths Similar to other competitors, this organization
is their huge following across has a very high following, but still is receiving a
all channels. This will greatly low level of engagement from followers, other
benefit their reach. They also than on Instagram. They also could be taking
do a good job of making posts more advantage of their higher engagement on
unique to the channel they Instagram with more calls to action and
are on. Additionally they informational posts.
provide calls to action and
opportunities to get involved.

Competitor: Social Channels:

Natural Resources Defense Twitter, Facebook, Youtube, Instagram
Council

Audience Size: Overview of Social Presence:

Twitter: 342.9k followers They have a very informational, factual,
Facebook: 887k followers statistical presence on social media. Their
YouTube: 24.3k subscribers emphasis is on spreading infographics and
Instagram: 323k followers information, as well as calls to action to combat
climate change. They also definitely take a
more political approach, talking often about
congress and elections.
Strengths: Weaknesses:
They have very interesting They also have a high following and low
graphics and informational engagement proportionate to that. Their posts
posts and their tone of voice are very similar across channels, with little
stays consistent across differentiation.
platforms.
 Competitor:
The Sierra Club
Social Channels:
Facebook, Twitter, Instagram, YouTube
8
Audience Size: Overview of Social Presence:
Facebook: 1M followers Their platform emphasizes action from followers
Twitter: 382.2k followers and the political effect on climate. Their posts are
Instagram: 365k followers informational and formal. There is also an
YouTube: 9.22k followers emphasis on together-ness and a sense of uniting
among the followers on the platforms.

Strengths: Weaknesses:
Their informational posts and They are lacking in engagement and might
strong calls to action are benefit from a break up of strictly informational
strengths, as well as their posts. They could also do a better job of
high number of followers. catering their posts to fit the channel.

External Environment Overview and Trends

One trend that should guide the decisions of the client is the rise of the user-generated content called
“remixing.” Remixing includes taking existing formats or templates and reconstructing them to show a
user’s own personality and ideas. This is especially important for popular platforms like TikTok, which
the client wants to increase following and engagement on. Another key trend to pay attention to, that
connects to the trend mentioned previously, would be the growing trust in and consideration of
influencers and those with large followings. This should affect decisions to engage in influencer
marketing and is something to consider, especially making sure that any influencers or experts used
are on brand with the National Park Trust voice and values. A final trend to mention is the growth of
nostalgia marketing. Especially with COVID-19 people are looking to previous, happier times to connect
with. For the National Park Trust, this is especially relevant because the outdoors and parks can be
nostalgic for many people, creating an opportunity to create emotional posts that people will react to
and connect with.
Social Media Audit and Presence 9
Voice and Style
National Park Trust creates an aesthetically pleasing and consistent social media presence. They are able
to achieve this by using the same natural color scheme through all social media platforms. From the
website to the social media pages they are able to sustain a uniform style. From combining pictures of
parks along with informational captions the page gives off an informative and serious tone. National Park
Trust is able to inform their audience on different fun facts of wildlife, relevant holidays, and their
organization. They have a more serious tone so viewers are able to put trust in them and are confident that
they are following a valid source for information. Their audience knows what to expect from their pages and
can learn from their constant posts. They have also increased their following by posting about giveaways
and involving followers in games. They offer prizes to the winners of these giveaways and scavenger hunts,
and in return the players need to follow their social accounts. National Park Trust also informs their
audience about new programs that are coming up in their calendar and how people can get involved.

Publicity
On their main website page (https://parktrust.org/about-
us/) there is a link to Facebook, Twitter, and Instagram.
However, it is hard to find and requires the user to scroll
down. Instagram has a link in the bio that takes the user to a
page of all links relevant to the organization however it does
not contain a link to other social media platforms.
(https://www.instagram.com/nationalparktrust/ ) On
Facebook there is a link that brings users to the
organization's website but no links for other social media
platforms. (https://www.facebook.com/nationalparktrust/?
ref=page_internal ) Twitter follows the same pattern as
Instagram and Facebook. All three platforms have very
similar posts if not the same. All pages are consistent and
post almost everyday. Overall they are not driving traffic
between the different platforms. The only way users can
access the platforms is through the main website.

Stats and Measurments

The first metric that stuck out was one that
Instagram provided. It states that 41,600
accounts were reached on Instagram but there
were only 9,262 interactions within the same 90
day period through the summer. I think this is
something every business as well as personal
accounts struggle with. The reach never
matches the number of interactions. Though
this is normal, National Park Trust needs to find
a way to increase the number of interactions per
account reached.
 10

The second piece of information that caught

our attention was the drastic difference
between Facebook and Instagram's reach. I
am not sure if the Facebook page was started
first and that is why there is greater reach but
their Instagram reach is not close to reaching
their goal. If they are wanting more
interactions on both pages they need to start
with increasing the reach in a positive
direction. The National Park Trust needs to
figure out a way to reach more people on their
Instagram page.

The last important piece of information worth

looking at, was a Twitter statistic. The
engagement with their Twitter account is slowly
starting to decrease continuously within the last
month. When links are added to their tweets
they are getting hardly any clicks on them. This
is something that can be changed if they cater
to their Twitter followers separately than their
Facebook or Instagram. National Park Trust
needs more information on their audience on
Twitter and if needed could change their
content on that platform to cater to the wants
and needs of that audience.

Conversation Analysis
Sentiment Analysis on each Platform:

In the past 4 months on Instagram, (May-September) posts range from having

an average of 0-5 comments, 21 comments being the highest. The most
common comments come from posts that contain pictures of national park
workers and their accomplishments. Comments include positive words about
the beauty of the picture and sometimes users ask questions about an animal
that was posted. From May 3rd to today, 127 posts have been posted to
Instagram. In total all posts combined have 122 comments. Out of these,
around 62% of them are positive and 48% are neutral. A majority of the posts
contain no comments. The main posts that get comments have to do with
employees and their accomplishments.
 In the last 4 months (June to September) Facebook has had mostly positive
and neutral comments. They have had about 56 comments on their about 146
posts in the last 4 months. 53% of these comments are positive, these
11
comments include people complimenting pictures, celebrating employees
accomplishments, and more. About 43% of the comments were neutral. These
are comments about their followers' experiences at the parks or followers
mentioning their friends in the comments. There are only about 3%, or 2
comments, that were negative. These were little critiques given to the
National Park Trust. On average a post usually has zero to a few comments.
Their likes range from 5 to about 25 likes on average. There is a post with over
100 likes and 18 shares, this was a post in honor of 9/11.

In the last 4 months Twitter activity has been very similar to both Instagram
and Facebook. On average, tweets get 0 to 2 replies and 0 to 1 retweets. 164
tweets have been made since June first to October first. Only 42 comments
have been made collectively throughout all of these posts. Out of these 42
comments 11 of them were actual comments while the other 31 comments are
national park trust replying to themselves. However, all 11 comments are
positive about the content.

What is National Park Trust talking about on Social Media?

The clients tend to keep their content updated with different events happening. They post about
national holidays, giveaways, employees, and they sometimes post about certain animals
explaining what they are and their significance. The national holidays they post about include
National Public Lands Day, Labor Day, National Play Outside Day, Fourth of July, and everything
in between. Past giveaways they have held have Hydro Flasks as the prize. They do these
giveaways to increase exposure and followers and they chose Hydro Flask because this company
also exemplifies an adventurous spirit and exploring the outdoors. The posts about their
employees are meant to spotlight their accomplishments and introduce who they are. This
includes posts about board members, employees, and ambassadors.

Who is talking about National Park Trust?

Many national park volunteers will tag National Park

Trust in their photos as they are wanting to increase
their exposure. The mention of National Park Trust
could spark them to repost and for the photographer to
gain likes and follows. Youth leaders and National Park
Trust Ambassadors are also posting about their
experiences and mentioning National Park Trust on
their pictures or in their captions. The majority of the
posts fall under these two categories, with the addition
of citizens that are visiting these parks and mentioning
their thanks or appreciation towards the National Park
Trust by mentioning them on their social media posts.
 12
This is an example of a National Park Trust
youth leader/ambassador that posts about
their adventures in national parks. This is an
account dedicated to that by Cian Byrne and
this photo is a throwback to him as a little kid.
He is promoting National Public Lands Day and
engaging his followers by asking a question.

Common Hashtags used by National Park Trust:

public lands
nationalparks
volunteer
nationalforests
nationalmonuments
everykidoutdoors
NPLD2021
scavengerhunt
nationalparktrust
giveaway
giveawaycontest
giveawaytime
outdoors
parks
nature

National Park Trust Response Time:

The client does respond to clients in an appropriate amount of time. All comments on Instagram
are liked by the client and if a user asks a question it is answered promptly. On Facebook most
followers don’t comment but the National Park Trust likes and answers most of them. There are
some instances where the comments have no likes or replies. Their average time for response to
direct messages is 5 to 8 business hours according to their social media manager.
 13

Social Media SWOT Analysis

 SOCIAL MEDIA 14

OBJECTIVES &
BUDGET
Objective 1:
Increase average engagement on Instagram and Facebook by 200%
within the next 6 months using more interactive content such as: polls,
questionnaires, and giveaways. This would increase their average
engagements per post on Instagram from 106 comments and likes to 306
and on Facebook from 19 to 57.

After analyzing National Park Trust’s social media, one of the main areas
of improvement we noticed was the opportunity to raise follower
engagement, especially on Instagram and Facebook. Their current
engagement is, on average per post, 106 comments and likes on
Instagram and 19 comments and likes on Facebook. We believe this does
not appropriately reflect their large following of 11k on Instagram and 18k
on Facebook. Reaching our objective of increasing those numbers of
engagement by 200% in the next 6 months will include activities such as
posting more interactive content like polls, questionnaires, and
giveaways, the details of which will be specified later on. This 200%
increase will put average engagement per post on Instagram at 306 and
on Facebook at 57. This increase in engagement will allow for more
meaningful interactions between the brand and consumers and will help
to increase overall reach as there is opportunity for more people to be
exposed to the content.
Objective 2:
15
Create a National Park Trust TikTok account that creates posts catered
towards their target market, reaching 1,000 followers within the year.

We want to create a TikTok for National Park Trust as their current

Communications Manager voiced she would like to create a
presence on TikTok. We thought this would be a good opportunity as
none of National Park Trusts competitors are on TikTok. If National
Park Trust is one of the first to enter the app they will have an
advantage over their competitors. As Tik Tok is on the rise, it is very
common for companies to create content on TikTok. National Park
Trust could do this by doing montages of the parks, participate in
trending videos, and getting their ambassadors and youth students
involved.

Objective 3:
Increase Linkedin followers by 15% within the next year, by creating a
call-to-action through sales promotions, lead nurturing and social sharing
through paid advertisements to incentivize people to follow the National
Park Trust.

To increase interactions on Linkedin we want to implement more information

throughout the current Linkedin. Linkedin will help viewers gain crucial
knowledge and credibility. National Park trust will gain followers through
linkedin and when people want to research the organization they will resort to
linkedin to learn more. We will work on increasing interactions by promoting
the linkin page throughout the other social media accounts. Having the
different platforms linked to each other will help users navigate more
smoothly.

Budget: $3,500/month; $42,000 for the year

 16
Target Audiences
Target Audience 1
Demographics/Geographics

Psychographics
 17
Target Audience 1 Cont.
Social Media

Justification
 18

Persona #1
 19

Target Audience 2
Demographics/Geographicsd

Psychographics
 20
Target Audience 2 Cont.

Social Media

Justification
 21

Persona #2
 22
Social Zones and Social
Media Platforms
Social community
One of our objectives is to increase engagement on National Park Trusts social media
platforms which is an important aspect to the social community zone. Being able to connect
our followers to our brand is very important regarding our ideas for National Park Trust's new
social media image. One of our goals is to create that connection between their audience
and themselves on an intimate level and create a sense of trust between the audience and
brand. Since people crave connection so much, our thought is that the National Park Trust
can use their platform to create this connection through their programs and social media.
This can be achieved by increasing their social media presence, for example creating a Tik
Tok page, and increasing engagement on all social media platforms.

Social Publishing
We will be using social publishing to produce and issue content that is valuable and relevant to
drive profitable customer action. This content will include social networking sites such as
Facebook, Instagram, Tik Tok and Linked In. The content will consist of memorable and
impactful objectives that make customers feel a personal connection towards it. Content type
will include visual content such as infographics and videos. These will convey a visual
representation of data, lists, ideas and stories. Our goal is to create content that has good
quality, is fun and creative, and contains transcripts for SEO. We also want to establish a
regular schedule for content to gain the most engagement.
 23
Platform Rationale Mission Statement
Facebook The National Park Trust currently maintains a Create a connection
large following of 18k Followers on Facebook. between our audience and
However, they only average 19 comments brand by increasing
and likes throughout their page. In July of
engagement and mutual
2021, Facebook was ranked as the most
trust.
popular social media platform worldwide
with 2,853 million users. (Statista, 2021). We
could use the wide user-base to reach more
consumers as well as Incentivize the target
audience to engage with the National Park
Trust through a variety of content and call-
to-actions. The National Park Trust also has
the opportunity to deliver advertisements
through Facebook.

To increase awareness,
LinkedIn LinkedIn also presents a unique
better develop how
opportunity for growth for the National
Park Trust. Because LinkedIn is the most
National Park Trust is
trusted social network in the U.S. viewed, and encourage
(Newberry, 2021), having a strong presence action among consumers.
on this social network will help assist

National Park Trust’s own perception in the

minds of consumers. Additionally, 59.9%
of LinkedIn users are between 25 and 34
years old which represents part of two of
our key target markets (Newberry, 2021).
This presents an important opportunity for
National Park Trust to further stay
consistently in front of their target
customers across platforms.

 24
Platform Rationale Mission Statement
Instagram .
Utilizing Instagram as a social media platform for Create a connection
The National Park Trust is imperative to satisfying between our audience
their short-term and long-term goals. The National
and brand by increasing
Park Trust currently has 11,000 followers on
Instagram. However, they lack the interactions and engagement and
impressions with their followers. Instagram already mutual trust.
contains multiple widgets for social media users to
engage with posts. For instance, The National Park
Trust could create interactive posts containing polls,
questionnaires, and giveaways to further expand
their reach and connect with more Instagram users.
Instagram currently provides pictures and videos for
over a billion current users with 32% of those users
in the age range of 25-34 (Statista, 2021). This is
imperative to The National Park Trust’s objectives as
a majority of their target market is within those
ages.

TikTok TikTok is a platform that the National Park Trust

does not yet have a presence on, and which their Be the first of our
competition has not yet entered either. This competitors on Tik Tok
presents a unique opportunity for the organization and get a head start on
to be one of the first out of their competitors to
increasing awareness
use the platform and potentially reach an untapped
demographic that could provide valuable and buzz around our
engagement and awareness. TikTok possesses an brand.
extremely large market including 130 million active

users in the U.S. alone (Wallaroo, 2021). The key

demographics for TikTok include ages 10-19 and
20-29, important age groups we are trying to
target through our objectives. While engagement
is relatively hard to measure, in a study the same
photo, posted by someone with more followers on
Twitter, posted on Twitter and TikTok got 68
million more views on TikTok. (Wallaroo, 2021)

 25
ORGANIC CAMPAIGNS
Meet National Park Trust
Objective met with this campaign:
Create a National Park Trust Tik Tok account that creates posts catered
towards their target market, reaching 1,000 followers within the year.

What target audience(s) does the campaign appeal to?

18 to 28 year old single women in the New England area.

What stage of the sales funnel does this campaign target (i.e., awareness, consideration, or conversion)?

This TikTok campaign will target the awareness stage of the sales funnel. This is because they
have no presence on TikTok as of right now and need to increase knowledge of their brand to this
app and its users.

When will the campaign run?

This campaign will run once a week for two months.

Describe the overall campaign and experience:

This campaign is going to gain TikTok followers and let them know what their company is all about.
National Park Trust will be running weekly TikToks featuring a new program, activity, or resources that
they offer. Examples of these will include College Ambassador Program, Buddy Bison Program, Youth
Leadership etc. In these videos employees, college ambassadors, and youth leaders will participate in
the creation of the Tik Toks. We want to get as many people involved as we can and have multiple parts
of the brand represented. They will be using a combination of fun and trending sounds and music as
well as talking videos. A variety is important in this campaign so ultimately when followers are
increasing, they aren’t seeing the same videos over and over again. One specific example would be a
College Ambassador introducing the program to followers. They will do so by using a song such as
“Stay” by Justin Bieber that is popular on Tik Tok right now. They will write on the screen a brief
explanation of the program in an enticing manner. The words would be something such as, “ Are you a
college student who loves the outdoors?”, “Interested in getting involved? Free outings?”, “Join National
Park Trusts College Ambassador program”. In the caption we will direct them to our website to read
about more information. While the writing is being shown, the ambassador could add pictures and
videos from their experience to make it more personal. The National Park Trust should keep these
videos 15-30 seconds to get people's attention and get the information out as quickly as possible.
 26
Inspiration for this campaign

Since an objective of ours was to create an account and build followers we thought that introducing
the brand and programs was a good way to start. The followers they will be gaining should be because
it is a company that they believe in and want to follow so having more information on National Park
Trust will increase those true followers.

Campaign message

The campaign message is for viewers and potential followers to gain knowledge of what National Park
Trust is. They want to be able to reach our target audience of 18 to 28 year old single women and be able
to attract followers who care about the environment and want to follow to learn more about what they
can do surrounding National Parks.

Theme(s)/tone of voice to use with justification

The tone of these videos will be informational. Though we do want to add fun sounds and videos, the
ultimate goal of this campaign will be for new followers to learn about the National Park Trust and what
they offer.

How will you make your audience care and what will you make them care about
We will make the audience care by adding in personalized snippets to the videos. The creator of the
video will add his/her own pictures and videos to show how much they care about the program that
is on display for that video. They will grab the attention with catchy sayings, short videos, and
trending sounds/videos.

Target audience(s) will find it via: Tik Tok

They will share and engage with the content/experience because:

If they are interested in any of the programs they will continue onto our website for more
information. If they are intrigued after our website they will give us a follow on TikTok. They will
share the video with other friends or families that could also resonate or be interested in one of the
programs.
They may not share or engage with the content/experience because:
They may not engage if they are disinterested in informational videos on TikTok. As soon as some
users see an informational ad, video, etc. they will scroll to the next video. Another obstacle
surrounding this may be that some are not interested in the outdoors, especially people who may be
sitting on TikTok all day.

Resources required: Cellphones, Tik Tok, website, employees

Key people or organizations the are vital to making the campaign happen:

The National Park Trust needs employees, Ambassadors, and Youth Leaders to participate.

Will you use any hashtags?

Yes we will be using hashtags such as: #NationalParkTrust #NationalParks #MeetNationalParkTrust

Cost: $0
 Metrics to measure succes 27
Success of this campaign will be measure by tracking the amount of followers their Tik Tok is
gaining. It will be tracked every week, after the video runs, how many followers they are gaining.
From this 2 month campaign the goal is to receive 16% of their yearly goal, around 160 followers
from this campaign. They will re-evaluate at the end of this campaign, to discuss if it is working or if
we need another approach for Tik Tok.
CONTENT EXAMPLE
 28
Add Your Own
Objective met with this campaign:
Increase average engagement on Instagram and Facebook by 200% within the next 6 months using
more interactive content such as: polls, questionnaires, and giveaways. This would increase their
average engagements per post on Instagram from 106 comments and likes to 306 and on Facebook
from 19 to 57.
What target audience(s) does the campaign appeal to?

33-45 year old woman that enjoys both spending time with family and the outdoors

What stage of the sales funnel does this campaign target (i.e., awareness, consideration, or conversion)?

We are actively trying to get users to engage with
The sales funnel stage being targeted in conversion.
National Park Trusts social media to increase the conversion rate of interactions with the platforms.

When will the campaign run?

The campaign will run continuously for the first week of every month for the entirety of the year

Describe the overall campaign and experience:

This campaign will use
the new instagram feature “Add Yours”. It is a sticker that creates a public thread
in stories. National Park Trust can create a custom prompt saying “favorite picture of nature
#NationalParkTrust “. The public will then be able to engage with the sticker and use it to post on their
stories their favorite pictures of a national park. Along with that the hashtag and the sticker will be a
direct link to The National Park Trusts Instagram page. The use of the “Add Yours” sticker will help
increase engagement and awareness for The National Park Trust.

Inspiration for this campaign

for this campaign came from a recent trending “Add Yours” sticker that stated “ We’ll
The inspiration
plant one tree for every pet picture “. This sticker was created by plantatreeco as a fun tree planting
campaign. it ended up going viral and currently has raised just about 40K. For their campaign they did
not have their company name on the sticker, adding #nationalparktrust will create more interest in
looking into the company more and being aware of the company behind the sticker.
Campaign message

The campaign message is to get the target audience thinking about one of their favorite pictures
outdoors. This will involve them scrolling through their camera roll searching through all their outdoors
pictures to find one to post. It will make the audience think about nature and help them engage with an
organization that revolves all around the outdoors.

Theme(s)/tone of voice to use with justification

The theme is to bring
awareness to national parks by posting pictures of nature. The tone is upbeat
and inviting to share users favorite pictures. This is a fun way for participants to get involved at the
same time as potentially learning more about National Park Trust.
How will you make your audience care and what will you make them care about
29
To capture the audience's attention and make them care, The National Park Trusts Instagram
page will kick off the campaign by using their own sticker and posting multiple aesthetically
pleasing pictures of the parks. This will get users excited to find their own pictures to post and
share on their story as well. They can then repost participants' stories as they are getting
mentioned.
Target audience(s) will find it via: Instagram

They will share and engage with the content/experience because:

The audience will engage with the content to show their following what their favorite picture of
nature is. Instagram stories are a quick way to post, and show your followers a picture while
being more relaxed than a post. Once someone sees another person posting the stricker will
gain traction and people will be more likely to share their own pictures.

They may not share or engage with the content/experience because:

Users may not engage with the content for reasons such as, they don't have any pictures to post,
they don't enjoy sharing content/ posting stories , they aren't active Instagram users and don't
see the other stories in the 24 hour window that they are up for.

Resources required: Instagram, active account, photos

Key people or organizations the are vital to making the campaign happen:

Key people that are vital to making this campaign happen are the National Park trusts current
followers. Once the current followers repost the “Add Yours” sticker the campaign will begin to take
off and be seen by a much greater number of viewers.
Will you use any hashtags? Yes, #nationalparktrust on the sticker

Cost: $0

Metrics to measure succes

Metrics that can be used would be Instagram's analytics feature which shows the owner of the
account how many people viewed the story, how many users have clicked on the sticker bringing
them back to the National Park Trust account. By keeping track of the amount of sticker clicks,
page visits, and use of sticker will help National Park Trust in increasing engagement on the stories,
and hopefully trickle into their account engagements.
 30
CONTENT EXAMPLE

Kids to Park Giveaway

Objective met with this campaign:
Increase average engagement on Instagram and Facebook by 200% within the next 6 months
using more interactive content such as: polls, questionnaires, and giveaways. This would
increase their average engagements per post on Instagram from 106 comments and likes to 306
and on Facebook from 19 to 57.

What target audience(s) does the campaign appeal to?

33-45 women with children who enjoy the outdoors and traveling.
 31
What stage of the sales funnel does this campaign target (i.e., awareness, consideration, or conversion)?
This campaign will target the conversion stage of
the sales funnel attempting to turn mere
impressions into active engagements.

When will the campaign run?

The campaign will run over the course of two weeks, every other month, for the duration of 6 months.

Describe the overall campaign and experience:

This campaign’s objective is primarily to increase engagement on Instagram and Facebook, but may
also benefit the National Park Trust by increasing reach and potentially gaining new followers. This
campaign will include a post from National Park Trust on Instagram and Facebook, once a month,
every other month, for six months. The post will contain the following details concerning the
giveaway: that it will last 2 weeks, that each post counts as one entry into the giveaway, with an
unlimited number of entries, a name will be randomly drawn at the end of two weeks and that person
will receive a free Kids to Parks Day t-shirt and a stuffed animal Buddy Bison. All the followers will
need to do, should they choose to participate, is post a picture of their kids playing outside and tag
the National Park Trust Facebook page, along with the hashtag: #goplayoutside. This campaign will
raise awareness of the National Park Trust, specifically their programs for kids and Kids to Parks day
that happens in May. It also gives incentive for parents to encourage their kids to play outside and
spend less time on the screen. Additionally, it gives the National Park Trust the opportunity to make
Kids to Parks day more than just one day and support kids spending more time outdoors all year
round. Along with that, what parent doesn’t love to share pictures of their children to Facebook for all
of their friends and family to see. While it is important to convey all the logistical information about
the giveaway in the initial post, it is also important to use this as an opportunity to further convey the
National Park Trust brand, being sure to use the correct tone and voice that will help give the brand a
coherent image across all platforms.

Inspiration for this campaign

The main inspiration for this was Kids to Parks day that happens every May and the National Park Trust
t-shirt that says “Go Play Outside” on the back of it, combined with the knowledge of how much moms on
Facebook can’t resist a chance posting pictures of their children, this is the perfect opportunity to
combine those two things for the benefit of increasing engagement for National Park Trust.

Campaign message

This campaign is meant to encourage followers to spend more time outside with their children. This
campaign will send the message that the National Park Trust cares about you and your family’s health and
time outdoors. It will also open followers' eyes to the existing programs that National Park Trust has for
children.

Theme(s)/tone of voice to use with justification

The tone of this campaign will be playful and caring. With the theme/call to action of getting children
outside it is important that the National Park Trust does not appear to be informational with this
campaign. Additionally, because it is a giveaway, it is important that the posts from National Park Trust
are not too flashy or long, they should be short and conversational to avoid people scrolling through
without looking.
 32
How will you make your audience care and what will you make them care about
This campaign will elicit all sorts of positive, emotional thoughts that National Park Trust’s followers
associate with their family and children. By connecting these thoughts to the National Park Trust this
will create a new sense of caring for the non-profit and will help to transfer some of those positive
thoughts to the National Park Trust.

Target audience(s) will find it via: Instagram & Facebook

They will share and engage with the content/experience because:

This target market enjoys sharing pictures of their children and families already and this will provide an
additional opportunity to do so. Other people will engage their posts when they see their friends and
family posting pictures of their kids.

They may not share or engage with the content/experience because:

They may not share if they do not post pictures of their children on Facebook already or if they are too
busy to take the time to take pictures of their children to share.

Resources required: Instagram, Facebook, phones/computer, t-shirts, Buddy Bison stuffed animals

Key people or organizations the are vital to making the campaign happen:

The National Park Trust will be the initiator of the campaign, but other than that National Park Trust’s
followers on Facebook and Instagram will be the most vital to making this campaign happen and be
successful. Without the followers participating in the giveaway, it will be unable to succeed.

Will you use any hashtags? Yes, #goplayoutside primarily, as well as #NationalParkTrust and #kidstoparks

Cost: $170 for prizes

Metrics to measure succes

The success of this campaign will be measured first by the amount of entries that are received and how
many different people are entering into the giveaway. An additional metric will be the interactions (likes
and comments) with the National Park Trust’s initial post, but also with the followers' entries that are
posted. A final metric will be to see if there are any new followers gained from this campaign and how
many.
 33
CONTENT EXAMPLE

Fun Fact Friday

Objective met with this campaign:
Increase Linkedin followers by 15% within the next year, by creating a call-to-action through
sales promotions, lead nurturing and social sharing through paid advertisements to incentivize
people to follow the National Park Trust.

What target audience(s) does the campaign appeal to?

The National Park Trust Linkedin Campaign will typically appeal to women ages 33-45 who have an
established income and looking to explore new hobbies and interests
What stage of the sales funnel does this campaign target)?
34
The Linkedin campaign would target the awareness
stage of the sales funnel as the campaign will
deliver new information about The National Park Trust every week.

When will the campaign run?

The campaign will run every Friday throughout the whole year to be able to measure if the consistency is
appealing to the audience.
Describe the overall campaign and experience:

this campaign includes increasing followers and engagements on LinkedIn.
Our main objective for
National Park Trust’s LinkedIn account will post creative facts and pictures every Friday about National
Parks, nature and The National Park Trust in order to grow brand awareness. These facts will be about
National Park Trust as well as interesting facts about different National Parks. This creates a balance
between types of content followers want to see and gives more opportunity to run this campaign for a
long time. The friendly and likeable tone of the posts will help incentivize the customer to engage with
the post by liking, sharing and commenting. Further, the post will provide a link to the National Park
Trust’s homepage with links to donate and gain more information about the Non-profit organization.
Over the duration of the campaign, The National Park Trust will likely gain followers and see an increase
of impressions and engagement on their posts.

Inspiration for this campaign

The inspiration for this campaign comes from our Linkedin Objectives for The National Park Trust. The
National Park Trust has no advertisements or creative posts currently on their linkedin page and lacks
engagement across the platform. Also, other companies using similar campaign tactics have had great
success in the past.
Campaign message

The National Park trust’s LinkedIn posts seek to make the followers think about the outdoors with their
numerous interesting facts as well as consider donating to the national park trust through the link to their
homepage

Theme(s)/tone of voice to use with justification

The tone of the campaign would be friendly, and likeable to show that The National Park Trust is a
company that they can be a part of. It is imperative for the National Park Trust to build rapport with their
prospects and try to help build a community.

How will you make your audience care and what will you make them care about
The fun facts will gain traction with the followers and make them interested in what National Park Trust
does for National Parks. With a link to the organization's homepage as well as facts about the company
and the surrounding national parks, the audience will learn more about how they positively affect the
surround parks around the country.

Target audience(s) will find it via: LinkedIn

They will share and engage with the content/experience because:

They will share due to the positive tone and light heartedness of the campaign. They could tag friends
in the post, leave comments and reply to others comments and hopefully end up following the page.
They may not share or engage with the content/experience because:
35
They may not engage if they do not find the facts or non-profit organization interesting. They may see
the post and scroll past it if it doesn't catch their attention, or read it and not find it interesting enough
to engage.
Resources required: LinkedIn, computer

Key people or organizations the are vital to making the campaign happen:
The 6 college ambassadors and 14
youth student ambassadors in addition to communications
coordinator in order to interact and post with the consumers on linkedin
Will you use any hashtags? Yes, #NationalParkTrust and #funfactfriday

Cost: $0

Metrics to measure succes

Monitoring engagement on the National Park Linkedin page. Specifically we want to monitor the
number of followers on LinkedIn since this is a platform National Park Trust is lacking on.
CONTENT EXAMPLE
 36
INFLUENCER
CAMPAIGN
In order to understand fully the terminology within this part of the
plane, we have provided definitions for some of the stats:
EMV/post: Stands for earned media value; how much ad spend would be required to
receive the same results with paid media buying
Influence Score: Measures how influential an influencer is on social media, using
engagement, audience demographic, skills, etc.
True Reach: The amount of real views an influencer receives on posts
Total Fans: The total amount of followers the influencer has on all types of social
media, combined
Pods: Groups of influencers that work together to boost one another engagement
(likes, comments, and shares) in a quid pro relationship

PARK PARTY
We will have the influencers post both Instagram stories and posts promoting
National Park Trust as well as Tik Toks and educating people on what they do. The
Campaign influencers will alternate between posting an Instagram story or post every month
for 6 months. On their stories they will be educating their followers on what

Brief
National Park is in their own words and how important park conservation is. They
will have a link to donate to National Park Trust on those stories and Tik Toks to
influence their followers to donate. For the Instagram posts it is going to increase
awareness and exposure of National Park Trust. They will travel to a National Park
and take pictures there, or use pictures from National Parks they have been to.
These posts are going to have a larger focus on the National Park that they visited
with a subtle mention of National Park Trust to increase exposure to the name.
# of Influencers 2
37
Type of Influencer
Micro influencers from the travel industry. Micro influencers were selected because we
wanted an in between of very small influencers and ones that would be out of our price
range. Since we wanted to do multiple influencers posting multiple posts we wanted to
be able to afford that. We believe having an ongoing campaign with multiple influencers
and posts is going to be more affective than having a celebrity post once. This industry
is best because if their followers are also travelers then they will most likely want to
travel to these National parks or like the outdoors so they will be interested or
knowledgeable in land preservation.

Campaign Duration
May 1, 2023 - October 31, 2023
Channels
Instagram and Tik Tok
Target Audience
Married Woman with children (33-45)
Campaign Goals
Instagram influencer marketing campaign showing how national park trusts are great
places for familys
Key Objectives
Increase average engagement on Instagram and Facebook by 200% within the next 6
months using more interactive content such as: polls, questionnaires, and giveaways.
This would increase their average engagements per post on Instagram from 106
comments and likes to 306 and on Facebook from 19 to 57.
Campaign Message
For the influencers Instagram stories they will educate their followers on National
Park Trusts mission and focus on their park preservation projects and goals.
Influencers will include the donate button in their stories to educate followers how
their donations can help. Tik Tok will have similar content as their Instagram stories.
Their captions on their posts will consist of where they went and a brief description of
National Park Trust and what we do. The purpose of the posts is to give a nod to
different National Parks so people are inclined to visit them and learn more. National
Park Trust will be tagged in stories and posts and key words will be used, such as: park
preservation, donate, travel, parks.
Deliverables &Timeline
38
6 IG Stories, 6 IG Posts and 6 Tik Toks; Each influencer will post a story every other
month and will publish a post every other month. The @Outofofficefamily will post every
second week of every month starting with an IG post in May 2022. The
@quenchyouradventure couple will post every fourth week of every month starting with
an IG story in May 2022. The @quenchyouradventure couple will post a Tik Tok every
month, since the @outofofficefamily does not have a Tik Tok account.

Budget for Influencers $0

Reporting Requirements
# of engagements, views, link clicks and likes
Content Review Process
It will be required that all content creators submit their image/video and caption via email
([email protected]) at least one week prior to posting each piece of content.

Payment
Send invoice on the last of every month to [email protected]

Influencer
@outofofficefamily
Overview Courtney, Stephan, Rowan, & Sully
Industry: Travel
 How influential is @outofofficefamily
39

Audience Demographic

Safety of Influencer

*One page Influencer profile on page #48

Influencer @quenchyouradventure 40
Overview Jenna and Jeremy
Industry: Travel/Adventure

How Influential is @quenchyouradventure

Audience Demographic
 41
Safety of Influencer

*One page Influencer profile on page #49

Campaign
Summary
 42
Activation Plan and Social
Media Content Calendar
How do you make the plan happen?

things to do in order to make this plan happen and be
There are several important
successful. First, it is extremely important that all details of the plan are understood

by all key people in the organization and that if something is not understood there is
provided clarification. Along with that, all key people involved in the organization
must approve of and sign off on the plan in order to put it into motion. We have laid
out a clear content calendar to ensure that the timing and planning of the plan is not
lost. It is also also important that all resources mentioned in the plan are gathered
before the plan is put into motion so as to not forget anything when the time comes.
All people mentioned and assigned to carry out the plan must be held accountable
for their part in executing the plan.

Who is responsible for putting it all together?

The key person responsible for putting the plan together and ultimately executing it
will be Emily Bohr, Communications Coordinator at National Park Trust, assisted by
Communications Intern, Katelyn. Ivan Levin, Director of Strategic Partnerships and
Communications will also play a role in signing off on the plan to put the plan into
motion.
 43
What budget is needed to accomplish each objective?
For our objective to increase average engagement on Instagram and Facebook by
200% within the next 6 months using more interactive content such as: polls,
questionnaires, and giveaways. This would increase their average engagements
per post on Instagram from 106 comments and likes to 306, and on Facebook
from 19 to 57, we would need $170 going toward our organic campaign to cover
our giveaway on Instagram and Facebook. Our influencer campaign, which will
accomplish the objective already mentioned as well as our objective to create a
National Park Trust Tik Tok account that creates posts catered towards their
target market, reaching 1,000 followers within the year, will require a total of
$3,900 to accomplish the objectives. Our objective to increase Linkedin followers
by 15% within the next year, by creating a call-to-action through sales
promotions, lead nurturing and social sharing through paid advertisements to
incentivize people to follow the National Park Trust will require no funds.

is consistent with the
How do you ensure the plan
client’s larger objectives?
The campaigns will run in a time frame that is consistent to the client's
objectives. Content will be posted gradually throughout the time frame
so that over time the objectives will gradually be reached by the
intended dates. The plan and specific campaigns will also help
contribute to the overall goal mentioned to increase engagement across
all platforms, this aligns with information we gleaned from our initial
meeting with the client. We believe this plan will also help to bring
awareness to National Park Trust’s other programs and offerings
translating to more engagement on and off social media.

 44

Content Calendar
 45
Managing &
Measuring
1. What metrics will allow you to assess effectiveness?

National Park Trust will use many metrics to assess effectiveness through their
organic campaigns as well as our influencer campaigns. The first they will be
assessing is the amount of followers that are gained from campaigns. This will be
tracked through all organic and influencer campaigns. It is especially important
regarding LinkedIn and TikTok. Another metric are engagements on posts such as
likes and comments. Increasing these on Facebook and Instagram is one of the
objectives of the campaigns. Monitoring these will determine how well the
campaign is doing and allows National Park Trust to evaluate if the campaign is
working for them or not. For the Add Yours campaign National Park Trust will be
able to track the amount of accounts that repost, which will be a useful measure to
see how many accounts are interacting with the sticker. Engagements are a key
aspect to any social media account, the more interactions an account is receiving
the better gauge the account has in understanding their followers. It creates a
sense of community instead of a brand or influencer putting content out and
getting no feedback or interactions from it. The last effectiveness measurement
will be the amount of entries for the giveaway. This will be easy to track and will be
vital in evaluating the success of the giveaway campaign. Since National Park
Trust will be doing 3 of them every other month for 6 months, they will be able to
evaluate what worked and what didn’t at the end of each giveaway and have time to
adjust things for the next one.

 46
2. How will you collect the data to assess? Are there
specific social media tools that will be used and if so, make
sure to factor these into your budget.

National Park Trust will be using the free analytics tools on all platforms. As far as TikTok
their main goal is to increase followers which is an easy measurement to track. LinkedIn’s
main goal is to also increase followers, but they will aslo track likes, comments, and
views, which all come from the business pages. For Instagram, they will use their free
analytics tools that come along with a business account. They will be able to see the
accounts that reuse their sticker very easily as well as who views their page from the
sticker. National Park Trust will use similar analytics on Facebook, as their objective is to
increase likes and comments on their posts.

3. Are there standards of conduct (i.e., Honesty,

transparency, ethical behavior) that your client should pay
particular attention to?

It is very important that everything mentioned in the plan follows the values of the
National Park Trust brand. That is why it is important that all posts, including those in the
influencer campaign, include honest and transparent information related to the National
Park Trust. All information included in post captions or the posts themselves will include
accurate and conspicuous information about the National Park Trust. All posting and
communications on social media throughout this plan will portray ethical behavior in line
with National Park Trust values.
 47
4. Are there any disclosure requirements (i.e.,
transparency) that your client should be aware of?
There are various disclosure requirements that our client should be aware of specifically
for the influencer marketing campaign. The Federal Trade Commission (FTC) has created
various guidelines for influencers. Some of them to pay attention to are: that the
endorsement must reflect the honest opinion of the endorser and must not be
misleading; endorsers have a duty to disclose recommended products received for free,
at a discount, or for some other benefit that could bias objectivity; advertisers have
responsibility for their paid endorsers, they should train and monitor endorsers, define
what endorsers can/can’t say, they have a responsibility to disclose, and there should be
periodical monitoring. There are also several FTC Disclosure guidelines to be aware of:
only required to disclose the nature of the benefit, but not the details; disclosures in
social media posts should use something like #ad or #sponsored and be clear and
conspicuous; posting a picture of a product can be considered an endorsement; there is
no exact disclosure wording required.

5. Are there any standards for posting corporate information

that your client should have in place or be aware of
There are a few restrictions when it comes to posting national par content on social
media platforms. Photographers require a permit when the activity takes place at where /
when members of the public are generally not allowed, or the activity uses models, sets,
or props that are not a part of the location's natural or cultural resources or administrative
facilities. As for filming content, filming activities may require a permit if they would
impact park resources or the visitor experience

Appendix 48

@outofofficefamily Influencer Profile

@quenchyouradventure 49
Influencer Profile
 Works Cited 50
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Management Dashboard, 13 Jan. 2021, blog.hootsuite.com/linkedin-statistics-business/.

“About Us.” National Park Trust, 24 Aug. 2021, parktrust.org/about-us/.

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worldpopulationreview.com/states/california-population.

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 51
Published by Statista Research Department, and Sep 28. “U.S. Social Reach by Gender
2019.” Statista, 28 Sept. 2021, www.statista.com/statistics/471345/us-adults-who-use-
social-networks-gender/.

“Religion in America: U.S. Religious Data, Demographics and Statistics.” Pew Research
Center's Religion & Public Life Project, 9 Sept. 2020, www.pewforum.org/religious-
landscape-study/compare/party-affiliation/by/region/among/age-distribution/18-29/.

“Religion in America: U.S. Religious Data, Demographics and Statistics.” Pew Research
Center's Religion & Public Life Project, 9 Sept. 2020, www.pewforum.org/religious-
landscape-study/state/california/party-affiliation/.

“Tiktok Statistics - Everything You Need to Know [Sep 2021 Update].” Wallaroo Media,
28 Sept. 2021, wallaroomedia.com/blog/social-media/tiktok-statistics/.

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www.census.gov/quickfacts/fact/table/CA,US/INC110219.