Social Media Plan for Non-Profit Organization SURGE

The report discusses the social media plan for non-profit organization SURGE, which aims to promote animal rights and spread awareness against animal exploitation. It includes goals, target market, buyer persona, and strategies for Instagram and Facebook.

Running head: Social media plan
Social media plan
Name of the student
Name of the University
Author note

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Table of Contents
Introduction......................................................................................................................................2
Background......................................................................................................................................2
Target Market..................................................................................................................................4
Buyer persona..............................................................................................................................5
Persona 1..................................................................................................................................5
Persona 2..................................................................................................................................6
Persona 2..................................................................................................................................7
Goals................................................................................................................................................9
Instagram.....................................................................................................................................9
Facebook......................................................................................................................................9
Strategy..........................................................................................................................................10
Instagram...................................................................................................................................10
Facebook....................................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
The purpose of the report is to design a social media plan for an organization named
SURGE. The study includes goals as well as strategies that SURGE can implement its social
media marketing plan. The report begins by giving a brief introduction of the organization, such
as, its mission and vision. The report further proceeds towards stating the target market of the
company so that most the marketing plan can be defined to do that, several information has been
gathered regarding different social media tools like Facebook, Instagram as to how the platforms
work in the promotion of a brand. In respect to that it deserves mention that SURGE is such an
organisation that works in order to protect the rights of animals while spreading awareness
against the animal exploitation (Stelzner, 2014). Based on that a buyer persona will be given in
order to determine the social media based marketing strategy to attract the buyer. The given
persona gives a clear description of ideal personnel to become a part of the organization. In order
to describe the persona, demographic has been given hypothetically. Before designing the social
media plan for the organisation, a thorough research has been done in order to understand how
other organizations like SURGE uses social media tools to promote and market them. The two
major social media platforms that have been taken under the consideration are Facebook and
Instagram.
Background
The organization SURGE is one of the most renowned organizations that aim to spread
the awareness among the general people against the brutality and exploitation of mainly non
human animals. The main mission of the organization is to protect the rights of the animals while

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saving them from the brutality (Surge: End All Animal Oppression, 2018). The organisation
aims to spread the message to love the animals and treat them as nothing but a family member.
The organization strictly oppose slaughtering while encourage people to be vegan. Along with
that the company also encourage animal agriculture so that environmental balance will be
maintained within the society.
The organisation feels proud to support veganuary and encourage others as well. SURGE
conducts several public events as well as awareness campaigns in order to convey the message of
saving and protecting the nonhuman animals. The organization has a website through which it
connects with its target audience. Over the website, different promotional blogs are posted so
that people reading them can feel encouraged to refrain utility from practicing brutality. Since
the company falls under non profit organization thus this organization collect donations in order
to carry out the practices to spread the awareness among people (Surge: End All Animal
Oppression, 2018). Since the organization is a non profit organization is a non profit one it needs
to market its brand and promote it mission, so it will be apt to assert that social media will be the
most useful medium in order to reach out to maximum customer base.
Therefore the organization requires planning the marketing over social media platforms
strategically in order to assure its success. SURGE is standout amongst the most eminent
organization that intends to spread the mindfulness among the general individuals against the
severity and exploitation of chiefly non human creatures. The principle mission of the
organization is to ensure the privileges of the animals while sparing them from the fierceness.
The organization means to spread the message to love the creatures and regard them as only a
relative. The organization entirely contradict butchering while urge individuals to be vegetarian.
Alongside that the organization likewise support creature farming so natural adjust will be kept

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up inside the general public (Surge: End All Animal Oppression, 2018). The organization feels
pleased to help veganuary. SURGE leads a few open occasions and in addition mindfulness
crusades so as to pass on the message of sparing and ensuring the nonhuman creatures.
The organization has a site through which it interfaces with its intended interest group.
Over the site, distinctive limited time sites are posted with the goal that individuals
understanding them can feel urged to forgo utility honing ruthlessness. Since the organization
falls under non benefit organization subsequently this organization gather gifts so as to do the
practices to spread the mindfulness among individuals (Surge: End All Animal Oppression,
2018). Since the organization is a non benefit organization is a non benefit one it needs to
showcase its image and advance it mission, so it will be able to attest that online life will be the
most valuable medium keeping in mind the end goal to connect with greatest client base.
Target Market
As mentioned earlier, the organization is a non profit organization and spreads
awareness; the target market of the organization will be mostly the business personnel and
animal lovers who can donate to the company. In respect to that it must be noted that the social
media plan should be very persuasive so that people spontaneously come forward to donate not
forcefully (Thackeray et al., 2008). The secondary target market of the organization is general
public. Hence it can be stated that the social media plan would be creating new customer base
apart from persuade the existing target market. However, it deserves mention that before
attracting the audience over social media sites, the organization must need to identify the
customer segment as well as divide them into sections and plan the social media marketing
strategy accordingly (Kietzmann et al., 2011). On the basis of priorities, audience must be

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divided. Moreover, it can be said that everyone would be target audience since the organization
deals with social awareness.
(Source: Google)
Buyer persona
Persona 1
Michael Clerk: Michael is middle aged Canadian who is known within his community as
an animal lover. He loves non human animals and strongly opposes ill practices that are against
animals. He is associated with many activities that promote protection for non human animals.
Beside of that, he strongly opposes the brutality against the stray dogs, cats and other animals.
Name Michael Clerk
Age 41
Nationality Canadian

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Career Owns his own business that deals with manufacturing
and trading of safety and welding equipments
Income 1,50000 – 2,00000 per annum
Friends Mostly business individuals residing in Canada.
College and school friends from the country as well
as from abroad.
Location Toronto, Canada
Interests Reading, spending time with pet, singing
Social Media Usage Instagram: 45%
Twitter: 15%
Facebook: 50%
Uses social media to engage with his business
partners, friends and family.
Uses social media platforms as source of news
Aspirations Wants to expand his business across the country,
especially in the Asian countries.
Persona 2
Working in a software engineering firm as a software engineer, Richard is full of
enthusiasm. He has a pet in his home and rescues many stray dogs and takes them to pet
rehabilitation center. He donates 5% of his earning to a Veterinary hospital, where stray dogs are
treated. He takes part in different social awareness campaigns against brutality and exploitation
against animals.

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Name Richard Bran
Age 28
Nationality Canadian
Career Works in a Multi-national company which provides
services of software and IT.
Income 1,50000 – 2,00000 per annum
Friends College and school friends staying in the country,
mainly in the city of Toronto. Some friends in United
States of America.
Location Toronto, Canada
Interests Reading, spending time with pet, gaming and
mountaineering
Social Media Usage Instagram: 65%
Twitter: 5%
Facebook: 30%
Uses social media to engage with his business
individuals such as colleagues, friends and family.
Uses social media platforms as source of news
Aspirations Wants to move to United States of America for the
purpose of new Job.

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Persona 3
Sociologist and a professor William is an idol among most of the students. He earned
respect and love in his life for working towards the betterment of the society. William is
affectionate to animals and has published many research papers highlighting the urgency of
protecting animals and reformation of animal right act. He uses social media in order to make
people aware of ill practices against animals.
Name William Brown
Age 35
Nationality Canadian
Career Professor at a renowned college of Canada in the
field of sociology. He is also a scholar and
researching in the subject of animal rights act.
Income 300000 per annum
Friends Mostly professors and scholars residing in Canada.
College and school friends from the country as well
as from abroad.
Location Toronto, Canada
Interests Reading, social service and associated with non profit
organizations who protects animal rights
Social Media Usage Instagram: 25%
Twitter: 25%
Facebook:50%
Uses social media to engage with his fellow

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colleagues, students, friends and family.
Uses social media platforms as source of news
Aspirations Wants to open a school where stray children will be
taught with any cost.
Goals
After researching to a considerable extent as to how other non profits organizations uses
social media tools to make their brands recognized and the profiles of target market audience
represented by Michael, William and Richard, the goals of social media plans have been set. The
research as well as persona analysis reveals that Instagram and Facebook are the two major
social media platforms used by most of the users.
(Source: Google)
Instagram
As the personas represented by three different personnel, Instagram is used more than
Facebook. Thus the goal would be achieving 1000-1500 followers over the social media site

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named Instagram within 8 months (Mangold & Faulds, 2009). Apart from followers, the
secondary goals will be to earn minimum 100 likes per post over the social media platforms.
(Source: Google)
Facebook
Even though social media is less known among the users, it is the most effective social
media platform through which most of the business reaches out to maximum customer within
minimum time span. Therefore the social media plan would include the aim of reaching 2000-
3000 followers and minimum of 500 hundred likes against each content published over this
media platform (Hanna, Rohm & Crittenden, 2011).

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(Source: Google)
Strategy
Since the organization is a non profit organization and deals with the protection of animal
rights, the social media plan must be designed very strategically keeping the target market
audience profile in mind. Additionally, it must be noted that the plan must maintain good quality
of content whether it is video, text content or any other form. Separate strategies for each of the
social media plan will be discussed in the below in order to give a clear understanding of the
social media plan based on both of the social media sites (Hanna, Rohm & Crittenden, 2011).
Instagram
Instagram is a very well known social media site through which people connects to each
other. Like other social media sites, a user before using the platform needs to register with it.
Once the registration is done the user can explore several aspects of it. Similarly, pages can be
created for organizations over Instagram, where organization can reach out users. Thus on behalf
of the organization, an administration can post different contexts including photos, videos or
texts promoting the organization so that the organization can become recognized within people

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(Evans, 2010). In this regard, it must be noted that the content must be persuasive so that people
who are capable can come forward and spontaneously donate to the noble cause. Since social
media tools will be using for the marketing purpose most administrator or administrators will be
required to keep interacting with the users and persuade them to donate to the organization. The
administrator will need to post or publish contents over Instagram informing several events
including promotional events as well as social awareness campaigns in order to keep the users
engaged. The contents will be based on different sections based on the target audience persona.
In additional to that, content designing must be included in order to present the contents.
Facebook
In regard to discuss the social media plan over Facebook, it must be noted that the
handling or managing as well marketing over this social media platform is less complex. Thus
most of the profit as well as non-profit organizations focus on social media marketing and
promotion over Facebook apart from Instagram. Facebook is an exceptionally as well as surely
understood social media site through which individual’s interfaces with each other. Like other
internet based social media platforms a user before utilizing the stage need to enlist with it
(Mayfield, 2008). Once the enlistment is done the client can explore as well make use of few
parts of it. Likewise, pages can be made for organizations over Instagram, where they can
connect with users or customer or audience. Hence in the interest of the association, an
organization can post distinctive contents including photographs, recordings, and videos or
writings advancing the association so the organization can wind up perceived inside individuals.
In such manner, it must be noticed that the substance must be enticing with the goal that
individuals who are able can approach and precipitously give to the respectable aim. Since social
media tools will utilize for the promoting reason most administrator or executives will be

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required to continue associating with the clients and convince them to give to the association.
The overseer will need to post or distribute substance over Instagram informing a few occasions
including limited time occasions and additionally social awareness programs or campaigns as to
keep the audience or user with the organization (Seo, Kim & Yang, 2009). The substance will be
founded on various segments in light of the intended interest group persona. In additional to that,
content planning must be incorporated into request to display the substance.
Contents
Instagram

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Facebook
Conclusion
In order to conclude the study, it will be right to assert that the benefits of social media
platforms like Facebook, Instagram, Twitter or any other medium are quite significant. Thus the
purpose behind the report is to outline a social media plan for an organization named SURGE.
The analysis incorporates objectives and additionally systems that SURGE can actualize its
social media based advertising design. The report starts by giving a short presentation of the
association, for example, its main goal and vision. The study additionally continues towards
expressing the objective market of the organization with the goal that most the advertising design
can be characterized. To do that, few data has been accumulated in regards to various internet
based life instruments like Facebook, Instagram in the matter of how the stages function in the
advancement of a brand. In regard to that it merits specify that SURGE is such an association, to
the point that works keeping in mind the end goal to secure the privileges of creatures while
spreading mindfulness against the creature abuse. In view of that a purchaser persona will be

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given keeping in mind the end goal to decide the internet based life based showcasing technique
to draw in the purchaser. The given persona gives an unmistakable portrayal of perfect personnel
to end up a piece of the association. Keeping in mind the end goal to portray the persona, statistic
has been given speculatively. Before designing the internet based life anticipates the association,
an intensive research has been done so as to see how different organizations like SURGE utilize
online networking instruments to advance and market themselves. The two noteworthy web-
based social networking sites that have been taken under the thought are Facebook and
Instagram.

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References
Evans, D. (2010). Social media marketing: An hour a day. John Wiley & Sons.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social
media ecosystem. Business horizons, 54(3), 265-273.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of Social Media. Business horizons, 53(1), 59-68.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get
serious! Understanding the functional building blocks of social media. Business
horizons, 54(3), 241-251.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion
mix. Business horizons, 52(4), 357-365.
Mayfield, A. (2008). What is social media.
Seo, H., Kim, J. Y., & Yang, S. U. (2009). Global activism and new media: A study of
transnational NGOs’ online public relations. Public Relations Review, 35(2), 123-126.
Stelzner, M. (2014). 2014 Social media marketing industry report. Social media examiner, 1-52.
Surge: End All Animal Oppression. (2018). Retrieved from https://surgeactivism.com/
Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2008). Enhancing promotional
strategies within social marketing programs: use of Web 2.0 social media. Health
promotion practice, 9(4), 338-343.

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Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2008). Enhancing promotional
strategies within social marketing programs: use of Web 2.0 social media. Health
promotion practice, 9(4), 338-343.