Social Media Campaign Plan

HALARA Coffee Shop

For this final project, we were tasked to create a social media plan for a supposed client that would be in charge of social media. The five steps:

1. Determining the objective

2. Choosing social media platforms

3. Planning the content

4. Distributing and Promoting content

5. Measuring Success

My social media plan will be for 2 weeks and I will be including detailed instructions on when and how these pieces will be executed.

Target Audience

Group 1

Instagram influencers
Locally based in the UAE
2000+ Instagram followers
Age (15-35)
Male and female
Individuals who are environmentally aware
Individuals who are mentally aware (care about mental health and etc...)

Group 2

Retired elderly
Male and female
Young adults and Adults who are stressed
Age (18+)
People who are looking for an affordable form of healthy exercise
People who want to relax
Environmentally friendly individuals

Brand Awareness

HALARA is a fairly new brand that was launched in September of 2021. One of the objectives is to increase brand awareness and get people to have an image of what and who HALARA is. While increasing brand awareness, other objectives would be covered as HALARA has a very specific target audience.

Objectives

Customer Loyalty

Customer loyalty is a very important factor for HALARA. HALARA focuses on having customers with a certain morale that is suitable for the brand. They love their regulars and want to build a connection with all their customers.

Advertising

The main objective is to advertise HALARA for their products and services as a unique selling point. Advertising as an objective is what leads to accomplishing other objectives. Once HALARA is advertised, it would be increasing its brand awareness and customer loyalty as well.

Social Media Platforms

Instagram is a great way to increase brand awareness and gain new customers. For Halara's target audience, Instagram is the most suitable option.

Instagram

Facebook

Facebook is a platform that supports longer posts. Whether it is texts or videos, people are more likely to watch and read these posts on Facebook than any other social media platform. One of HALARA's target audiences focuses on older people and Facebook is their favorite spot.

Youtube

Youtube has millions of users every day. Having youtube sponsor a video posted by HALARA as an ad can reach many people. Youtube can adjust the target and advertise the content to the right audience. This way, HALARA can reach exactly who they are looking for on this big platform.

Schedule Flowchart

The Content

Instagram

Instagram post #1

This post will be posted on February 14, 2022, at 12 pm. This post is dedicated to valentines day and HALARA will be offering a discount. This will be posted at 12 pm since it will be a Friday and 12 pm is when people will be getting off of work. Ultimately, this post would have an Arabic translation as well.

Instagram story #2

This story will be posted on February 15, 2022, at 4 pm. The buttons will be interactive for viewers. The purpose of this is to entertain the audience, as well as pick up what our followers' preferences are. When HALARA sees that it is receiving interactions from an influencer, they can adjust a gift to that influencer based on their preferences and send them a package to encourage them to visit our shop. This post also increases customer loyalty as we are showing a sense of "caring" for our customers.

Instagram IGTV #3

This IGTV will be posted on February 16, 2022, at 3 pm. IGTV is a new feature from Instagram that allows users to post longer videos that will stay on their Instagram and would not disappear after 24 hours. This specific video will showcase our coffee, how it is harvested, how environmentally our products are, and more information on HALARA's morale and ethics. It will include information that would allow the target audience to trust the brand. This post will include a short emotional caption that will increase curiosity for viewers to actually watch the video.

Instagram post #4

This photo post will be posted on February 18, 2022, at 1 pm. This will be posted after a 1-day break of not posting. this post will focus on HALARA's community and show how much employees are more like family and a community rather than just employees. This will be posted on a Friday after work and prayer time to encourage customers to visit HALARA and meet our community.

Instagram story #5

This story will be posted on February 19, 2022, at 9 am. The story will be covering an event that will be hosted on that day for an Instagram influencer. The photo shows the cafe and has a curious interactive caption that will allow viewers to interact and be interested in finding out who the influencer is.

Instagram IGTV #6

This story will be posted on February 20, 2022, at 9 am. Before the start of the week, HALARA would love to have some individuals attend their workshops. This IGTV will show a popular Instagram influencer couple performing one of our yoga sessions. It will include a voice-over to instruct viewers if they want to do it at home, and encourage them to visit HALARA for the full experience of coffee and meditation.

Instagram Post #7

This post will be posted on February 22, 2022, at 5 pm. As tuesday is a work day, this post will go up at 5 pm so our customers have a chance to visit the cafe and grab a coffee. This post focuses on grabbing the influencers' attentions. It shows what offer we have presented to influencers. As a post, friends of influencers can tag their friends or forward this post to them. It is a great way to get new influencer customers.

Instagram Story #8

This story will be posted on February 23, 2022, at 6 pm. This is a fun interactive post that includes a trivia question. After a long tiring day of work or studies, HALARA imagines that the audience want's a short and fun quiz session. This quiz is rewarded with a prize and whoever gets the question right, recieves a direct message from HALARA to assist with the offer.

Instagram IGTV #9

This IGTV will be posted on February 24, 2022, at 9 am. This will be a short and raw video of an influencer being interviewed by one of our halaristas while sipping on our coffee. The interview will be about coffee, mental health, the environment, and some touchy subjects. The point of this post is to spread awareness of the causes we support. The goal is to attract similar influencers who are interested in the same causes to visit our coffee shop.

Instagram story #10

This story will be posted on February 25, 2022, at 3 pm. It will include a famous motivational quote, and a photo of one of HALARA's yoga instructors with an influencer. The influencer will be tagged and have the ability to reshare this photo on their own personal account. Our cafe supports peace and relaxation, this post promotes those points.

Instagram post #11

This post will be posted on February 26, 2022, at 9 am. After the previous story, this will be a dedicated follow-up post. This post will be posted during the weekend so that individuals can join HALARA for a relaxing session of coffee and meditation. The caption encourages viewers to visit our website and view our blog and timings.

Facebook

Facebook post #1

This post will be posted on February 14, 2022, at 12 pm. As Facebook has older users, this post would be encouraging them to take some time off of typical dates and do something fun, but relaxing. The caption will include the timing and a link to more information about calenders and events.

Facebook post (video) #2

This post will be posted on February 17, 2022, at 3 pm. Facebook users tend to enjoy videos more than long boring texts. This video will be a 5-minute video that will show how our coffee is harvested. It will include a voice-over, some background music, and some minimalistic artwork to make the video more interesting. The caption will give a brief history of the ethics of our brand, and a link to shop our coffee beans.

Facebook post #3

This post will be posted on February 19, 2022, at 9 am. This post will be a simple but catchy post. It will include a quote about coffee and a question for users to reply in the comments and create interaction. The goal of this post is to motivate people to want coffee as soon as they wake up.

Facebook post (video) #4

This post will be posted on February 22, 2022, at 10 am. Some of the older audience may want to experience the workshop at home before coming in for the real deal. This video will be a 10 minute video of one of HALARA's workshop instructors giving a short morning yoga/meditation session. This video will be posted with a motivational description and a short brief text on what the benefits of yoga are.

Facebook post #5

This post will be posted on February 24, 2022, at 9 am. The goal of this is to grab the attention of the second group of the target audience. The caption would include what is included in the photo, as well as the timing of the event itself and the eligibility. The timing of the event will be based on which day in the future the art team will be visiting, and the eligibilty will be the age which is over the age of 25, and you must purchase a coffee.

Facebook post #6

This post will be posted on February 26, 2022, at 9 am. This video will cover the basics of coffee making. It will include a tutorial on how to make coffee with our products (for beginners), a short 2 minute section explaining the coffee types, and it will present a short time offer. The caption will ask the audience if they can make coffee as good as HALARA, and then give a short history on coffee, and dive into the video. The caption will also include the link to HALARA's website to purchase the coffee, and opening timings for the coffee shop.

Youtube

Measuring Success

We will be measuring success based on goals by metrics.