MIND MATTERS

SOCIAL MEDIA STRATEGY FOR MR. PALAAD

JOAN PANGANIBAN
Social Media Strategist
June 2021
 PAGE 2

INTRODUCTION
Hey Mr. Pierre Palaad

Thank you for taking the time to discuss with me your mission and plans for your
business. I appreciate you sharing all the details that helped me a lot in
understanding where you’re at and how I can help you grow as a business. And
while it does feel that there’s a lot of work to be done, I am optimistic we can meet
achieve our business goals on this project.

I know how valuable the business concepts are and I'm so thrilled that we are
bringing them here to the Philippines.

THE GOAL
To create an effective and dependable connection between those patients
looking for mental health care and mental health professionals through our
strategic Social Media Marketing campaigns.

To build a strong social media presence that allows you to reach your target
market, generate awareness about your business, and contribute to driving
more organic traffic to your website to generate more sign-ups.
 PAGE 3

THE CHALLENGES
Now, in creating this strategy, I took these potential problems into consideration:

You don’t have social media accounts and audience just yet which is going to
limit your organic reach when it comes to your social media efforts. Unless
this is solved, getting people to sign up will always be a struggle.

No brand assets. This affects how potential clients perceive your

organization. Having a well-defined brand portrays professionalism and
develops confidence in your company, serves as a means to differentiate you
from your competitors, and communicates the character of the business.

No one is going to manage your social media accounts since you and your
team are doing other things in building the website and talking to a therapist
here in the Philippines.

No social media marketing strategy in place. You are still formulating a

strategy on how to attract your desired market for sign-ups. It is the glue that
connects everything together and ensures that the right activity is taking
place, at the right time, to the right audience through the right channels.
 PAGE 4

CAMPAIGN FOCUS
Based on those potential problems, I will help you to create and build
your social assets. I suggest that we focus our efforts on building a strong
social media presence targeting the right people and educating your
audience on how they can make use of the platform and get accessible
and affordable mental health services. To create brand awareness (social
media content), spark insightful conversations (engagements), generate
high-quality leads and build relationships to turn your fans into paying
clients through effective social media marketing.

I will also take over managing your social media accounts so you would
spend zero time managing them. You can use those free time to
accommodate more clients (to other businesses you have), or just spend
more time with your family.
 PAGE 5

THE STRATEGY
Phase 1 : Brand Identity Development

It is through the process of branding that you can build a brand identity: a
collection of tangible expressions of your company, such as your logo, colors,
typography, and voice. The more distinct, specific, and cohesive these elements
are, the higher the likelihood that they will shape a differentiated brand that is
recognized and admired.

Choosing Brand Colors - Different colors reflect different things and depending on
which one(s) are chose to represent a brand, they can significantly affect how
customer's perceptions are shaped.
 PAGE 6

samples of brand identity

 PAGE 7

Pre-launching Strategy
Social Media accounts creation and Optimization – We will set up a new
Instagram/FB account and optimize it by writing the right offer statement and
putting the link of your website to drive more traffic, engagement and sign-ups.
We will also start building rapport with the audience, telling them about who we are
and what we offer. So that when we are ready to launch the platform/service, we
already built trust and relationship with our target audience, and when it fits their
needs it will be easy for us to get sales without explaining further what we offer.

Naturally, when you're active on Facebook, Instagram, and other social media
platforms, the more you'll boost the visibility and awareness of your brand. This will
further increase recall of your products and services and enhance your search
engine optimization.

Why Facebook?

Facebook is simply too big to ignore. It is at the top of the social media game as its
platform caters to a wide variety of people, incorporating many different media
aspects, from photos to messenger to text.
 PAGE 8

Why Instagram?

Instagram is considered to be the best social media platform for engagement or

your ability as a brand to connect with your followers. It’s visual, simple and it’s
attracting the younger generations more than other social media platforms.

Generally speaking, it is not the platform that determines business success but it is
on how strong and effective the process we have.
 PAGE 9

Phase 2 : Targeting

Finding your ideal clients, who are we looking to reach? Will do market research
and find out who can be our potential target clients. We also need to understand
their needs and pain points and create messages that will resonate with them. This
will create opportunities where you can focus and expand your services.
 PAGE 10

Recommendations : Paid social ads (Optional depending on the budget)

Paid promotions allow you to reach relevant audiences to whom you don't currently
connect. You can use advertisements to build brand recognition, promote
particular posts/videos and sell products/services.

Phase 3 : CONTENT CURATION

We will take the time to properly plan your content. Not only to make sure that we
would be able to set the right tone that will resonate with our target audience but
also to create a free-flowing and stress-free posting. We will leverage multiple
content formats to connect with our audience, including blog posts (provided by
your copywriter), infographics, photos, and videos. This ensures that we build a
complete content strategy that supports your overall business goals.

Get client testimonials - We will interview/request testimonials from current

paying clients to add to our content and possibly boost our followers. This will
show your expertise based on your client's perspectives instead of yours.

Feature Doctors and Therapists – this is a good opportunity for them to

encourage individuals to talk about mental health more openly and inspire others
to raise awareness and take part in the sharing of information, tools, and support for
mental health issues.

We will categorize our contents based on the four “E’s”

ENTERTAINMENT

EDUCATIONAL ENGAGEMENT

EMOTIONS
 PAGE 11

Phase 4 : Organic Growth and Engagement Strategy

Building strong relationships with our audience takes time and effort. We need to
consistently nurture our customer relationships by providing customers with
relevant content and engaging with them. We will establish an engagement
campaign with our followers and users from related hashtags in order to maintain
an active community around your Instagram account and FP page.

Since you mentioned on our call that you are open for promotions - I plan to
Integrate Social Media Activities into your marketing plan. We will utilize social
channels to connect with your followers and engage them with promotions to get
them excited about both current events, and the brand itself.
Results of campaigns can be compared so the most effective promotions, offers, or
contests can be replicated.

We'll also join Facebook groups of a similar niche and maximize visibility to your
target market where they could be hanging out.

Future Plans and Recommendations – ( Optional –Separate service)

Community is critical especially for someone with mental illness who is already
experiencing the common symptoms of loneliness and isolation. We will build an
FB group community that will provide support, belongingness, and purpose to our
audience,

Consider Working with Influencers to Widen Your Reach

We obviously understand the advantages of working with influencers and
engaging in influencer marketing. If you select the right influencers, you have the
chance to reach a whole new audience, who hopefully will have an interest in your
business and services.
 PAGE 12

Phase 5 : Monitoring

How Do We Improve Our Results Overtime? This

phase will allow us to revisit all our strategies from
Phase 1, analyze results and statistics to re-
strategize with the intent of helping you achieve
continued success.

MONTHLY: Every month, we will do a deep dive that will include breakdowns of
reporting into the following sections:

By Channel/Platform
Organic Vs. Paid
Age/Gender

QUARTERLY: Every 3 months, we will evaluate the overall performance of our social
media strategy and propose changes based on our learnings.

PROPOSED TIMELINE

Onboarding and Strategy call

Social Media Account Creation
WEEK 1 Accounts/Login Sharing
Market Research
Optimization / Hashtag research
Preparation of content plan for 2 weeks

Review of content plan

Engaging in Instagram/FB page
Responding to comments, visitor posts, reviews, and messages.
Will refer to you for comments that I cannot reasonably respond to.
WEEK 2 Posting engaging content at optimal times, at the appropriate
amount per platform, 5-7 posts/week ( we can increase frequency
for the first 3 months)
Preparation of content Plan for the next 2 weeks
 PAGE 13

PROPOSED TIMELINE

Join groups in a similar niche and post valuable contents

WEEK 3 Consistent posting on Instagram and FB page

Implementing engagement campaigns
Responding to comments, visitor posts, reviews, and messages.
Will refer to you for comments that I cannot reasonably respond
to.

Checking of progress for the past 30 days

WEEK 4 Sending/discussing analytics Report

Instagram growth and Engagement
Facebook Page Growth and Engagement

DELIVERABLES

Content Plan for Instagram

Content Plan for Facebook
Market Research/Customer Avatar
Highlights & Stories Optimization on Instagram
1-2 Hours of Daily Engagement on Instagram and FB account
Monthly Performance Evaluation and Recommendations
 PAGE 14

WHAT I NEED FROM YOU

Business-related logos, photos/videos, creatives/graphics,

copy/captions, blogs/stories
Branding Colors and Fonts
WEEK
Link 3 website
on your
Canva and Scheduler

A typical investment for a social media strategist doing this is $2000 USD and above. But
of course, you'll not invest in those price ranges since I understand that you are just
starting out and I truly believe in your mission with this project. Instead, I am giving you
the below options.

OPTION 1: 3 months contract - $999/mo

(1-2 social media platforms only- Instagram and Facebook Strategy and Management)
Inclusive of all phases described on the campaign strategy 50% upfront fee and the other
half payable on the 4th week.

Option 2: 6 months contract - $750/mo

(1-2 social media platforms only- Instagram and Facebook Strategy and Management)
Inclusive of all phases described on the campaign strategy 50% upfront fee and the other
half payable on the 4th week.

Starter Promo : $499/month - Management Only 1-2 platform

Posting and scheduling content provided by the client
Provide captions for provided content (graphics, photo, video)
3-4 post per week
1-2 hours customer engagement with inbox management
 PAGE 15

your next step

Well, basically that’s it. Truth be told, I’m excited to work with you on this project and I don’t
want to make this strategy any more complicated than it should be.

WEEK 3
Just reply back with a ‘YES’ and the option you chose if it’s a go ...
...Or just reply ‘NO’ if you think the plan doesn’t fit you well.

Either way, I would love to hear back from you. ;)

Your success is my success.

Rooting for you,

Joan Panganiban
Social Media Strategist