Professional Documents
Culture Documents
Objectives
1. To increase first-time visitors by X% during 2015
2. To increase first-time memberships registration by X% during 2015
a. Increase membership renewal by X% during 2015
3. To increase awareness and positive perceptions of the Knoxville Zoo by
December 2015
a. Increase in support and awareness of conservation efforts
4. Increase financial support for zoological funding by X% by December 2015.
Grand Strategy
The grand social media strategy seeks to extend our efforts in obtaining media
coverage and Knoxville Zoo attendance by providing original content on our
conservation efforts, with a focus on the pregnant gorillas. Our social media content
will provide Knoxville Zoo fans and the Knoxville community exclusive access to the
gorilla pregnancy and birth via entertaining, heartfelt and informative stories. The
strategies we will use to achieve the grand strategy are listed next.
Strategies
-
Use brand journalism to tell stories about the Knoxville Zoo team, gorilla
caretakers, and experts on zoo conservation efforts
Following are proposed tactics we would use to carry out the strategy.
Tactics
-
For example, I have included below sample Facebook and Twitter posts we can
use to announce the pregnancy on social. I used the press release we wrote for
the sample content. We could also develop a video to accompany the
announcement.
Twitter
1. Were expecting! #KnoxGorillaWatch
Accompany text with high quality photo of choice (all with Knoxville Zoo
logo):
a. Two larger (real) bananas laying together along with a baby banana
b. Two gorilla hands holding three bananas, one baby banana
c. Knoxville Zoo keepers holding up two baby bananas
2. Machi and Hope will make history this summer. Theres never been a gorilla
born in #Knoxville. #KnoxGorillaWatch
3. Our gorillas Machi and Hope are on the critically endangered species list.
Read more about our conservation efforts: (link)
4. Watch as Hope and Machi receive their first ultrasound in this weeks update.
#KnoxGorillaWatch (link)
5. Submit baby names for our new gorillas using the hashtag
#KnoxGorillaWatch. @MayorRogero will choose two winners who will get to
feed the babies!
Facebook
1. BREAKING NEWS! Two of our gorillas who are on the critically endangered
species list are EXPECTANT MOTHERS! Hope and Machi will be the first
gorillas to give birth in Knoxville, Tennessee. [link to full website
Thank you for reviewing our drafted strategy and campaign details for how the
Knoxville Zoo can leverage its Facebook and Twitter channels to communicate
about its pregnant gorillas. Our strategies reflect what industry leaders describe
as best practices for public relations. For example, writing stories, looking for
milestones and writing for social media are among the top 10 best writing
practices according to Bill Miltenburg of PR News. Popular industry leader David
Scott has written chapters on the importance of PR professionals need to
humanize the organizations and involve thought leaders on conversations. We
have included these strategies in the proposed campaign. We look forward to
your feedback and updating the plan accordingly.