Social Media

Marketing
Guide
Leavey Consulting Firm

Instagram Planoly +
Calendar
Loaves and Fishes
current social media presence

about  needs
As of April 2020, Loaves and Fishes Family Audience engagement across platforms
Kitchen has functioning social media accounts Niche marketing: Instagram
for their San Jose regional kitchen. The Consistency
Instagram has fewer than 300 followers and Aesthetic visuals that convey concrete
has little audience engagement per post. messaging
Platforms lack consistency and creative Use of hashtags for promotion
development. The SJ location lacks the level of Platform management
media presence of its other regional kitchens.

Loaves and Fishes San Jose audience

Twitter Facebook Instagram LinkedIn Youtube

instagram posting statistics

From April 2020, we believe that
with strengthened understanding of
social media marketing, specifically
for Instagram, Loaves and Fishes
could see nearly a 200% increase in
followers by June 2020.

"The world may be on

pause, but hunger is
not."
Made by Leaving Consulting Firm
 package details

P L A T F O R M G U I D E L I N E S

E F F E C T I V E D I G I T A L M A R K E T I N G T A C T I C S

I N S T A G R A M C O N T E N T S T R A T E G Y

M O N T H L Y C O N T E N T C A L E N D A R

P L A N O L Y : T H E K E Y T O C O N S I S T E N C Y

Made by Leaving Consulting Firm

INSTAGRAM
THE BASICS
Public, content-oriented app
Focuses on photo sharing, including retail and e-
commerce functions
FREE to promote businesses or organizations
But not free to maintain and effectively develop

TARGET MARKET

16-30
SECONDARY
PRIMARY AGE BRACKET MARKET

31-55
Millennials and Gen Z individuals
Savvy smartphone users
Aware of media trends
Directly impacted by Instagram marketing

STORIES
24 hour photo/video display,
PLATFORM more casual, perfect for

HIGHLIGHTS LIVE showcase of content

POSTS & VIDEOS
searchable quality to any photo,
"Feed" content to represent
your brand/organization,
storytelling, opens doors to
engage with followers
through comments
HASHTAGS
Tags photo and creates a
creates accessibility, promotes
brand, trend setter
loavesandfishes
Made by Leaving Consulting Firm
FACEBOOK
THE BASICS
Platform built for long term connection
Focuses on storytelling, text updates, photos, and
more for audience
Provides great advertising capabilities with large
audience reach

TARGET MARKET

31-60
SECONDARY
PRIMARY AGE BRACKET MARKET

25-30
Gen X and Baby Boomers
Professional and personal usage
Network development and
connection

TIMELINE CONTENT
Content like photo and video reaches your
PLATFORM audience on their timeline feed, valuable for

HIGHLIGHTS advertisement placement, larger bodies of

text than Instagram to convey stories

VIDEOS AND ADS

Longer videos convey powerful messages,
Facebook advertising helps promote events
and provides grants to organizations,
simple content for the target market

Made by Leaving Consulting Firm

 DIGITAL MARKETING STRATEGIES
1. Constantly
know your industry
look for trends in your B2B or B2C organization. It is
crucial to understand how your environment is changing.
Your digital marketing plans should be flexible and adjusting to
market trends.

2. understand your customer

Your audience will engage with you more if they know the WHY of
your organization; identifying and publicly displaying your purpose.
You are creating digital posts and campaigns for your customer, not
for your organization. Your job is to get in the minds of the audience
you want to engage with; help them understand the importance of
caring for your organization.
Speak their language, use emotion, and use experiences and
testimonials to drive support.

3. Go mobile 1
By 2020, 4.78 billion people connect using smartphones. Market to
mobile devices, use supporting platforms to make both social and
website available on mobile, and emphasize call to actions.

4. Authenticity
Do not just "post", but share and spread your mission and values to
create meaningful connection.
Be involved in your community through impactful storytelling.
Let audience know why the connection between them and you is
vital to make a difference. 1: Statistica
 content strategy
BOOST FOLLOWING
To boost success of Instagram, you must increase impressions on your
page. Impressions are the number of on your account. Follow
other organizations in your area. This will boost your credibility as a
community leader. Tell people to follow your social media through
newsletters, emails, and flyers. This is crucial, especially when trying to
engage with an audience that may respond better to email rather than
likes and comments.
FIRST IMPRESSIONS
Your audience should understand the purpose
of your organization when they first visit your
Instagram profile. Keep it attention-grabbing!

Your profile should say what you do and WHY.

Identify a clear purpose, organize your bio, and
create a visual aesthetic to parallel your vision.

CONSISTENCY
Most large organizations post between 10-11
times per week to generate buzz, post at
varying times to attract audience sectors, and
gain traction. Without a consistent posting
schedule, your audience will lose anticipation
and excitement.

VARY YOUR CONTENT

Endless promotions and encouragements to donate do
not entertain or grab the attention of your audience.
Post a variety of content to show who you are, what you
do, and why you do it. Keep it short, simple, and pointed.
monthly content calendar
Having a content calendar helps
plan posts, create variety in
content, and organizes all social
platforms for all who need access.

Mondays: About the organization

Tuesdays: #TestimonialTuesdays - highlight the WHY of your org.
Wednesdays: LIVE, videos, call to action content
Fridays: Community outreach
Sundays: Evergreen content - choose fresh content that changes
every week.
 PLANOLY
The Secret to Success
Planoly is a social media marketing
planner that helps you manage your
profiles, eases the posting process,
and helps you be consistent.

SOLO PACKAGE
PRICE: $7 monthly
2 social profiles
1 unlimited uploads/month
1 30 uploads/month
Variety of feature details

WHY LOAVES AND FISHES COULD BENEFIT

FROM PLANOLY

Loaves and Fishes would benefit from a tool that managed

consistency for their platforms to reduce the stress of posting.
Planoly removes that stress, allows you to plan content weeks in
advance, and provides you with analytics to track your progress;
they are the best social media friend you've ever had. L&F should
focus on serving the community, not solely on building a social
media following. Planoly is a small cost that allows you to do both.
 SOCIAL MEDIA MARKETING PACKAGE
MADE FOR: LOAVES AND FISHES SJ
PREPARED BY: LEAVEY CONSULTING FIRM