The Family Support Center

Social Media Strategy

By Morgan Nelson

Background

Founded in 1977
Sector: Social Services - Non-profit
Industry: Individual and Family Services
Headquarters: 1760 West 4805 South, 84129 Taylorsville, Utah
Revenue: $2,022,505
Expenses: $2,125,884
Company Size: Board of directors 14 / Employees 40 / Volunteers ?
Products: 24/7 Free Crisis Nurseries, Community Classes, Therapy, DayCare, In Home Parent Advocacy,
Adoption Respite Program, Safety Net Outreach.
Average use: Approximately 11,000 children and 5,000 adults take advantage of the 14 centers currently offering
care and counseling around the state.
Top three services utilized: Medical Emergency/Physical Problem: 2,410 Visits Respite Services: 2,396.
Stress Break for overwhelmed parent/Child At-Risk for Abuse or Neglect: 1,518
Capacity: There were over 300 times that parents called into the crisis nurseries last year that they were at capacity
Independent: Each FSC is independently run
Locations: Taylorsville, West Valley, Midvale, Sugar House - Not all locations offer the same programs
Highest Expenses: Crisis Nursery- $542,358. 26% of all expenses.
Current Strategies: Word of mouth, news letter, direct-mail, webpage, Twitter, and Facebook
Current Objectives: Exposure, information, education, increased support
Performance Metrics: Facebook likes, tweets, surveys, volunteer, donations, usage

Competition & Audience

Competitors:

Valley Services, Inc. (2.7 mil)

Sister Community Alliances (2.0 mil)

Summit Community Counseling (1.2 mil)

Primary: Children and families who may need to utilize the FSC or, are not
currently aware of the FSC

Secondary: Children and families that currently utilize the FSC and are not
aware of their programs & services

Core Consumer: Parent or Guardian 19-27, child 0-11

Audience Demographics
Demographics:
Age: Young Child birth - 11 years of age. Parent/Guardian 19-27.
Gender: Nonspecific; traditionally women
Income level: Nonspecific; traditionally poor and low
Education level: Some college or additional education (attending SLCC)
Racial/ethnic identity: White; Hispanic; other
Marital status: High percent single. Married.
Occupation: Not employed; one parent works full time
Geographic location/size of community: SLCC 60,000 students on 10 campuses as well as through online classes.
15,000 @ Taylorsville.
Psychographics:
Personality: Caring, responsible, sacrificial
Emotional based behavior: Circumstantial (depression, overwhelmed, age, desperation, fear, frustration)
Social Factors: Situational (abuse, stress, depression, overwhelmed, homeless, desperation, addiction, no support system)
Cultural beliefs: Cooperation, community
Values: Family, putting children first, prevention
Life Stage: Young, disabled,

Campaign & Message

Campaign: It Takes A Village To Protect A Child

Campaign Focus: Awareness-Information-Education

Message Goals:

Think: Protect the innocentKids deserve a safe and comforting environment 24/7

Feel: SupportSafety and security; if not for you for theminformed

Do: PreparePrevent the crisisSupport and utilize the FSCDonate

Goals & Objectives

Provide an information and education source

Use cohesiveness and consistent messaging

Increase exposure/content/awareness

Increase all Social Media platform activity

Communicate and respond to audience

Post relevant content to engage audience

Focus on customer response

Connect with the community/network

Bring social media platforms together

Use measurable metrics and analytics

It Takes A village

Twitter
#villagesupport@FSC
#village@familysupportcenter
#ittakesavillage@familysupportcenter

It Takes A Village To Protect A Child

Facebook
Create page and links
Village community colleagues and
supporters (highlight donors)
Blog pageTestimonials (build trust)
VideoCreate more; people like visuals

It Takes A Village To Protect A Child

Pintrist
You do have a pin located on Pinterest
community resources
Create boards and pins: It Takes A Village
Children's art
Community/Volunteer Involvement
Events
Staff picks
Needs
People we admire
Business Supporters
New Video
Selfie competition

It Takes A Village To Protect A Child

Free Information App

It Takes A Village Emergency Hotline
Class calendar/schedule
locations
Contact Info
#
Appointment & registration system

Title

Author

Topic

Deadline

Publish Time

Images

Publishing Channels

Monday
6 Social Media Templates to Save You Hours of Wor Evan LePage

Will share downloadable templates that soci

12/8/2014

6:00 AM Screenshots of template Blog, Facebook, Twitter, LinkedIn

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

http://blog.hootsuite.com

Implementation

Plan & Schedule

Metrics & Measurements

Direct

Present & Future Results: Time lineOne monthMinimum 10% increase

Present

Mailer Print 200 - 50% Increase = 400

Future

1800

Flyer Print

880

1620

Social Media Strategy

1440

1260

Facebook: Likes 795- 880 Increase = 10%

Pinterest: 10 - 40 Increase = 10%

Twitter: 109 - 120 Increase = 10%

Twitter: 18 - 20 Increase = 10%

Reach

1080

900

720

540

360

Video

120

180

40

New - 100% Increase = 100

Pintrist

Likes

Tweets

20

100

Twitter Follow

Video