Comprehensive Social Media Marketing Plan for SURGE Report

This report outlines a social media marketing plan for SURGE, an organization dedicated to animal rights and welfare. It includes a background of the organization, its mission to combat animal exploitation, and its target market, focusing on business personnel, animal lovers, and the general public. The plan identifies Instagram and Facebook as key platforms, setting goals to increase followers and engagement. Strategies are developed for each platform, emphasizing high-quality, persuasive content to attract donations and raise awareness. Buyer personas, represented by Michael, Richard, and William, are used to tailor the social media approach. The report concludes by emphasizing the importance of strategic planning and engaging content to achieve SURGE's marketing objectives and promote its cause effectively.

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