Everyone’s WilsonSocial Media Strategic Communication Plan
Executive Summary
Everyone’s Wilson is a coalition of Gospel churches, marketplace leaders, and nonprofits working together for personal and community transformation. Before Everyone’s Wilson began, Tim Bryant and Daryl Crouch began a friendship around the conversation of racial reconciliation. Tim, a black pastor and Daryl, a white pastor, believed Jesus would want them to lead their congregations to grow in love for one another. Founded in 2018, these two individuals decided to identify the major needs in the community and decided to make a change. Everyone’s Wilson was created on the issue that hunger, addiction, safety, and education were enormous challenges for too many of their neighbors. This led to the four priorities and the vision statement for this organization which states:
“We are a network that helps the Church bring people from every sphere of
influence together to create initiatives for spiritual and social transformation.
Through praying, equipping, collaborating, and serving, our partners work
together to show and share the Gospel so that every neighbor can thrive—
everyone fed, everyone free, everyone safe, and everyone ready.”
Situation Analysis
When beginning this project, I decided to start with meeting Executive Director and
founder of Everyone’s Wilson, Daryl Crouch. Crouch started off by telling me that even though he knows social media is super important, it is not currently one of his priorities. “I try to post at least 2-3 times a week, but more often than not, I’m just posting when I think about it,” he tells me. As I analyze Everyone’s Wilson Facebook and Instagram page, one can see that there is some effort, however it lacks consistency in posting, originality in reposts, and no differentiating factor when it comes to posts across two platforms.
After leaving my meeting with Daryl Crouch, I decided to first begin with conducting a survey as my primary research. Creating a survey with eight questions, I wanted to understand how many individuals in Mount Juliet and the Wilson County area knew about Everyone’s Wilson and what they stand for. Posting on the Hip Mt. Juliet Facebook Page, my own personal Facebook page, and my Instagram, I was able to receive 48 responses. 3 of my responses were from those ages 16-19, 22 responses from the ages of 20-29, 1 response from 30-39, 13 responses from the 40-49 age, and 9 people who were 50+. Out of 48 individuals, 36 currently reside in Mount Juliet or grew up in the area. However, when asked “Do you know about Everyone’s Wilson,” 30 people responded with no, 16 responded with yes, and 2 with maybe. I then asked the responders what they knew about this organization, and I received some of the following answers:
“Was launched by surrounding churches to allow them to collectively serve the community as needed.”
“Partnership between schools and churches to strengthen community.”
“Group of community members that come together to help Wilson County.”
“Churches and businesses partnering together with schools to see every fed, safe, free, and ready.”
“I go to Providence Church, so I am aware of their goals.”
“Don’t really know much.”
This primary research survey was able to lead me to my goal for this project as Everyone’s Wilson needs consistency in order to reach the largest audience possible for Giving Tuesday, a nationwide day of giving many non-profits participate in.
Problem/Opportunity
As Everyone’s Wilson is a non-profit organization, they rely on the donations of those in
the community. This year Daryl Crouch and his team made it a goal to raise $70,000 to go towards the schools they are partnered with and anyone else who might be in need. When meeting with Executive Director Daryl Crouch, he described to me that Everyone’s Wilson gains the most of their donations during the last three months of the year and on “Giving Tuesday.” Giving Tuesday is a time that encourages people to give back in whatever ways they can, so I decided to create a month-long campaign for this event.
Goals and Objectives For Everyone’s Wilson, I decided that they would most likely benefit from starting with a campaign created around Giving Tuesday specifically instead of their social media as a whole. In order to determine what goals and objectives this group needed, I decided to look at the posts they created for this event last year and create a comparison. Afterwards, I created a SWOT analysis:
• Strengths: o Everyone’s Wilson has good brand recognition among key publics in the community such as churches, schools, and small businesses.
• Weaknesses: o According to the survey I created, even though there were 36 individuals who live or
grew up in the Mount Juliet area, only 16 of them knew about Everyone’s Wilson.
• Opportunities: o Everyone’s Wilson has established social media pages on Instagram and Facebook; however, they are not currently using it to the best of their abilities. o If this
organization would consistently post at 2-3 times a week, I think they would benefit significantly.
• Threats: o As Giving Tuesday is universally known, many non-profits take part in creating
campaigns and promotions leading up to this big event as well. o Everyone’s Wilson receives most of their donations during the last 3 months of the
year.
After seeing that Everyone’s Wilson last year did not promote Giving Tuesday to the best of their abilities, I ultimately decided on what my main goal for this campaign was going to be and began to create the objectives to achieve this.
Goal: To increase the number of individuals who donate to Everyone’s Wilson during the month of November and on Giving Tuesday in 2023 by establishing consistency leading up to the event. Next, I needed to create my objectives and I did so by making this goal SMART:
Specific: I will create a series of posts that Everyone Wilson will post throughout the month of November 2023 leading up to Giving Tuesday on the Tuesday after Thanksgiving.
Measurable: Everyone’s Wilson will reach their goal of receiving $70,000 worth of donations during the year of 2023.
Attainable: Everyone’s Wilson will gain at least $2,000 during the month of November.
Relevant: By utilizing Everyone’s Wilson’s social media pages, we will be able to bring more awareness to the Giving Tuesday campaign.
Time Bound: During the month of November, Everyone’s Wilson will post on social media about Giving Tuesday.
To accomplish this goal, Everyone’s Wilson should start by establishing some consistency on November 1st. As this non-profit’s main demographic seems to be those between the ages of 40-49, graphics made for this campaign should be easy to read, short, and to the point. On Everyone’s Wilson Facebook and Instagram page, various Giving Tuesday and other faith-based visuals would be posted 2-3 times a week during November. Some of these infographics would also be included in the weekly email newsletter. Tactics such as using Canva and the photos Daryl Crouch provided me with, I was able to create 10 graphics and captions that would be paired with each post.
When it comes to the calendar aspect of these posts, I would start on November 1st with an “Everyone’s Wilson x Giving Tuesday” post describing what this event is to those who might not have known about it previously. The following week would include two posts: one with a Bible verse and one with a little blurb about what Everyone’s Wilson does for the community. The next week’s posts would include a graphic with one of Everyone’s Wilson’s slogans and one as a reminder that Giving Tuesday is a week away. Three days before Giving Tuesday, I would start posting countdown visuals - 3 days to go, 2 days to go, 1 day to go. On the day of the main event on November 28th, 2023, a QR code would be shared where those can donate if they so choose. Any post that exclusively mentions “Giving Tuesday,” a link on the Facebook post will be added. In addition to this, a link would be added to Everyone’s Wilson Instagram bio that connects to their donation page.
When it comes to any sort of budget, it is hard to sometimes gage what sort of budget flexibility non-profits have. As an experienced social media manager, I would always suggest putting even a small amount of money behind some advertisements to run. From personal experience, I have found that even putting behind $10-15 for a 4-day long ad could get at least 1,000-2,000 impressions which would help reach those who may not live in Mount Juliet. According to the primary research survey I conducted, 45.8% of the individuals that responded were ages 20-29. Now, I hate to be assumptious but there are not many people in their 20s that do not have social media, which means that the odds of ads being successful are quite high.
Evaluation If Everyone’s Wilson were to implement consistent posting during November 2023, I believe that the number of individuals that know about this non-profit would increase significantly. Then, with the help of a few dollars behind some advertisements, traffic towards Everyone’s Wilson’s social media would rise. Being able to establish frequent posting during the month leading up to Giving Tuesday would make sure that followers did not forget about this event when it gets to the end of November. In order for Everyone’s Wilson to determine that this campaign was successful, they would need to first look at how their donations went. If this non-profit were to yield more donations in 2023 compared to 2022, then we could begin to examine the back-end impressions to see if this was due to a larger social media presence. If Everyone’s Wilson were to keep up their consistent social media posts, Giving Tuesday in 2024 could then be included in a data comparison to showcase an increase in followers, donations, and engagement.
Appendix
A. Link to survey that was posted on my personal Instagram, personal Facebook, and Hip Mt. Juliet Facebook page [ https://forms.gle/3qZr5PXqwJFemB3A7 ]
B. Presentation pdf:
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