Executive Summary
Need: The public may not be aware of the Navy and may find that a career in the military may suit them should they learn more
End Goals: To educate and inform the public of the Navy, increase the Navy’s good reputation, promote their cause, and increase engagement, exposure, and interactions with all social media accounts.
Timeline: February 7- May 31. Over the course of this period, the first posts will be observed to determine how effective they are and feedback taken from them will be used to plan future posts
SMG (Social Media Goals)
Goal 1#
- By March 25, we will have increased public awareness of the United States Navy.
Goal 2#
- By May 2nd, we will have increased engagement by at least 10% via clicks, views, comments, and followers
Target Audiences
Client 1#
High school students
-as young as 16 (with a wavier) -19 years old
-must have or plan to graduate high school or have a GED equivalent
-looking for a promising career right after high school aside from College or the traditional workforce
-Content about inspirational real-life stories and future benefits that the Navy career can offer
Client 2#
College students
-Those looking to pay for college or take college courses on the side
-People in this group may have a Bachelor’s degree or higher or aim for one
-Open to flexible schedules
-Content related to higher education, perks related to college courses and how it ties into the Navy
Client 3#
-The everyday American
-Ages 20-36
-Out of school and have the minimum of a high school diploma or GED
-Content related to monetary incentives/bonuses, miscellaneous perks, general informative posts about the Navy and the opportunities it can offer
Rivals
The Army
-2.8 million followers on IG
https://www.instagram.com/usarmy/
– 1.8 million followers on Twitter
-Has unique hashtag, #BeWhoYouCanBe to unify and engage with their audience
-Similar content, but caters to another branch
SWOT Analysis
Strengths: is the nation’s primary forward deployed force, sizeable followings on all official social medias
Weaknesses: Has smaller followings on social media platforms IG and Twitter compared to the Army, less active duty and reserve forces
Opportunities: Career advancement, chance to rise in the ranks, health care, monetary incentives
Threats: Other branches having a superior public reach, higher followings, and higher numbers (I.E, the Army)
Content Strategy
-Do more promotional events/posts, such as Black History Month, Womens History Month, and so on. For example, during Women’s History Month, more general posts advocating for women in the Navy– like posts recognizing servicewomen in the Navy for their efforts. These posts could be on the special day/holiday or be posted throughout the month
-New unifying hashtag, like #ForgedSalior to connect all saliors who have served in the Navy for some time to share their experiences on social media
-Easy, short, digestiable content. Such as: short interesting videos of what happens in the Navy, memes, or other humorous posts to connect with today’s generaton and keep users attenton and promote engagement at least once a week on Mondays.
Social Media Accounts Status
As of March 4, the offical account for the Navy has 2.1 million followers on IG and 1.6 followers on Twitter. As of March 4, the mock accounts I created for both IG and Twitter have no followers and little enagament. However, with my social media plan I hope to increase fruther awareness of the Navy, gain more followers and engagement, and encourage users to explore the Navy.
What should we continue doing?
- Remain consistent with posts
- Continue to share infomative posts about the Navy and mission
What should we stop doing?
-Don’t forget to add hashtags or relevant links
What should we start doing?
-More event/holiday themed posts
-new trendy or unifying hashtags
-keep up with the times and post funny/meme-like/feel-good content
-measure popularity of posts to see what the audience likes best in order to retain them
Ambour Leal 