Social Media Plan - SheIsActive

She is Active NB / Elle est active NB

Social Media Plan

January 2025 - December 2025

1. Purpose of Document

2. Current Situation

3. Campaign Objectives

4. Target Audiences

5. Communication Objectives

6. Communication Channels

7. Budget

8. Considerations

9. Evaluation

10. Recommendations

1. Purpose of the Document

This document outlines a comprehensive social media campaign plan for the She is Active New Brunswick initiative, aimed at increasing awareness, engagement, and participation among women and girls in sports, recreation, and physical activity across New Brunswick.

By leveraging key platforms such as Facebook, Instagram, TikTok, and Twitter, this plan identifies strategies to enhance the initiative’s online presence, promote upcoming events, and foster meaningful connections with the target audience. The document also addresses specific challenges such as low engagement, repetitive content, and underutilized platforms, while providing actionable solutions tailored to the unique demographics of each platform.

Additionally, this plan includes a detailed content calendar, innovative ideas for reels and posts, strategies for community engagement, and a well-defined budget allocation to maximize the impact of the $4,000 budget. It serves as a strategic roadmap to guide the initiative’s digital marketing efforts over a 12-month period, ensuring alignment with She is Active NB’s mission to achieve gender equity in sports and physical activity by 2035.

2. Current Situation

The She is Active New Brunswick initiative, under the stewardship of Sport New Brunswick and supported by the Department of Tourism, Heritage, and Culture, is focused on achieving gender equity in sports and physical activity by 2035. The program has made significant strides in promoting gender equity, educating stakeholders, and celebrating the achievements of women and girls in sports. However, there are areas for improvement, particularly in its digital marketing efforts.

Social Media Overview

Platforms Used: Facebook, Instagram, and X(Twitter). TikTok is yet to be established.

Audience Engagement: Engagement is low across platforms, with Facebook primarily attracting an older demographic (ages 35-54) and Instagram reaching younger audiences (ages 25-34).

Key Statistics (as of June 2024)

Facebook

Impressions: 3.2 k

Reach: 1.2 k

Content Interactions: 83

New Followers: 4

Instagram

Reach: 1.5k (up 255% from May)

Content Interactions: 119 (up 57%)

New Followers: 26

Opportunities for Growth:

• Platform Expansion: Establishing a TikTok presence to engage younger audiences (ages 13-24) who are more active on this platform.

• Diversified Content Strategy: Increasing the use of dynamic formats, such as reels, interactive polls, and user-generated content, to spark interest and participation.

• Secondary Audience Outreach: Including men as advocates who can encourage women and girls in their families and communities to participate.

• Targeted Advertising: Utilizing the $4,000 budget to run social media ad campaigns, amplifying reach and engagement.

Challenges:

• Limited existing content resources for creating visually appealing and engaging posts.

• Underperformance on X(Twitter), with low engagement and limited utility in current strategy.

• Balancing the need for consistent posting while maintaining high-quality, unique content.

3. Campaign Goals

Primary Goals:

• Increase awareness of She is Active NB across New Brunswick.

• Generate more engagement (likes, shares, comments) and increase followers on social media platforms.

• Promote upcoming events and initiatives (workshops, activities, partnerships).

• Expand Lead Generation: Drive sign-ups for events, access to resources, and newsletter subscriptions.

Secondary Goals:

• Engage men as secondary advocates for the initiative, especially fathers, brothers, husbands, and other community leaders who can encourage women in their lives to participate.

4. Target Audiences

Primary Audience:

• Women aged 13-60+ in New Brunswick.

• A wide range of demographics across social classes with a focus on breaking down barriers for participation in sports and recreation.

• Women interested in leadership roles within sports, those already participating, or those interested in starting.

Secondary Audience:

• Men aged 35-55 who could influence the women in their lives (dads, coaches, husbands).

• Partners and organizations in the sport and recreation ecosystem.

5. Communication Objectives

The She is Active New Brunswick initiative aims to leverage its social media presence to achieve the following communication objectives:

1. Increase Awareness:

• Ensure women and girls across New Brunswick are informed about opportunities, resources, and events offered by She is Active NB.

• Highlight the initiative’s values of equity, inclusivity, collaboration, respect, fun, and holistic well-being.

2. Boost Engagement:

• Foster meaningful interactions on social media platforms by diversifying content, including reels, stories, and interactive posts.

• Encourage audience participation through campaigns, polls, user-generated content, and direct messaging.

• Build an online community that actively shares, comments on, and amplifies She is Active NB’s message.

3. Generate Leads:

• Drive traffic to the She is Active NB website to increase resource downloads, event registrations, and newsletter subscriptions.

• Leverage targeted advertising to attract new followers, participants, and partners across New Brunswick.

• Expand reach by engaging secondary audiences (e.g., men as advocates for women and girls in their families).

4. Promote Events and Programs:

• Utilize platform-specific strategies to publicize workshops, training sessions, and community events.

• Maximize attendance and participation through pre-event promotions and real-time updates.

• Celebrate achievements and showcase the impact of She is Active NB programs through engaging post-event content.

5. Reinforce Advocacy for Gender Equity:

• Position She is Active NB as a leading voice in the movement for gender equity in sports and recreation.

• Share success stories, research, and best practices to inspire and educate stakeholders.

• Partner with influential individuals and organizations to amplify advocacy efforts and reach broader audiences.

6. Communication Channels

Facebook

• Target Audience: Women aged 34–60+ years old.

• Primary Purpose: Build awareness, share informative and inspirational content, and engage with women interested in sport, recreation, and wellness.

Content Types:

• Event Promotions: Create event pages and share posts with detailed descriptions, registration links, and reminders.

• Success Stories: Post images and stories highlighting women in New Brunswick excelling in sports or breaking barriers.

• Educational Resources: Share links to blog posts, videos, and reports on gender equity and sports.

• Interactive Content: Use polls, quizzes, and live Q&A sessions to foster engagement.

• Milestone Celebrations: Acknowledge achievements such as partnerships, anniversaries, and key events.

Instagram

• Target Audience: Women aged 13–34 years old, with a secondary audience of men advocating for gender equity.

• Primary Purpose: Engage a younger demographic with visually appealing and interactive content.

Content Types:

• Reels: Short, dynamic videos showcasing event highlights, fitness tips, motivational quotes, and behind-the-scenes content.

• Stories: Utilize stickers, polls, and questions to create interactive experiences.

• Photo Posts: Share images of events, athletes, and initiatives with branded captions.

• Carousel Posts: Educational content presented in a swipeable format to increase engagement and retention.

• User-Generated Content: Repost tagged photos and videos from the audience participating in activities.
  

TikTok

• Target Audience: Women aged 13–34 years old.

• Primary Purpose: Build brand awareness and foster engagement through entertaining and relatable video content.

Content Types:

• Challenges: Create and promote TikTok challenges encouraging participation in sports and physical activity.

• Inspirational Stories: Highlight personal journeys of women breaking barriers in sports.

• Fitness Tips: Short, accessible tips for staying active and healthy.

• Trendy Content: Use popular TikTok trends, music, and effects to engage a younger audience.

• Educational Content: Brief, engaging explanations about gender equality in sports.

Twitter

• Target Audience: Policy-makers, organizations, and advocates for gender equity in sports, as well as a broader audience of men and women.

• Primary Purpose: Build thought leadership, share advocacy-related content, and engage in conversations around gender equity.

Content Types:

• Advocacy Tweets: Share insights, stats, and quotes about gender equality in sports.

• Live Updates: Post real-time updates from events and workshops.

• Collaborations: Retweet posts from partners and influencers in the field.

• Campaigns: Use hashtags to join and start relevant conversations.

• Resources: Post links to newsletters, reports, and external articles.

7. Budget

Total Budget: CAD $4,000

This budget allocates funds to enhance event promotion, increase post visibility, and create engaging content to reach the initiative’s goals.

Social Media Advertising ($1,500)

Purpose: Promote posts about events, increase awareness, and drive engagement on Facebook, Instagram, TikTok, X(Twitter), and YouTube.

• Facebook/Instagram Ads:

  • Targeted event promotion ads (35-50 age group) and engagement campaigns.

  • Focused on high-performing posts with a clear call-to-action.

• TikTok Ads:

  • Short video ads to reach younger audiences (13-34 age group).

  • Geo Targeted to New Brunswick communities.

• Twitter Ads:

  • Event reminders and advocacy posts to boost engagement.

• Youtube Ads

Content Creation ($1,000)

Purpose: Develop high-quality content tailored for each platform.

• Professional Photography and Videography

  • Capture events, workshops, and activities.

• Graphic Design

  • Eye-catching visuals for event announcements, quotes, and promotional posts.

• Voiceover and Editing for Reels

  • Enhancing reels and TikToks to resonate with younger audiences.

Event Specific Promotion ($800)

Purpose: Highlight and promote key events for She is Active NB.

• Boosted Posts: $500

  • Allocate $50-$100 per post for major events like workshops, Come-Try sports, or celebration events.

  • Platforms: Facebook, Instagram, and X(Twitter).

• Event Landing Page Enhancements: $300

  • Improve the website’s event pages with updates, links to registration, and SEO optimization.

Engagement & Influencer Collaboration ($500)

Purpose: Amplify reach through partnerships and collaborations.

Micro-Influencers in NB: $300

Partner with 2-3 local influencers (athletes, coaches, or community leaders) to promote She is Active NB events.

Giveaways: $200

Create engagement through event-related contests or activity challenges (e.g., free workshop registration, merchandise).

Training and Tools ($200)

Purpose: Equip the team to maintain consistent, effective social media management.

Miscellaneous Expenses ($100)

Purpose: Cover any unforeseen costs, such as print materials or last-minute changes.

8. Considerations

Media Strategies Employed by Other Sports Organizations

To enhance reach and engagement, various sports organizations have implemented innovative media strategies tailored to their target audiences.

1. Embracing Short-Form Digital Content

Recognizing the shift in consumption habits, organizations are focusing on short-form content to engage younger audiences:

• AFL's Digital Strategy: The Australian Football League (AFL) has enhanced its presence on platforms like Instagram and TikTok, creating content that emphasizes light-hearted and wholesome moments rather than just game highlights. This approach caters to Generation Z's preference for short-form digital content over traditional TV broadcasts.

2. Leveraging Influencers and Content Creators

Collaborating with influencers and digital creators has become a key strategy to reach broader and more diverse audiences:

• PGA Tour's Creator Council: The PGA Tour established a Creator Council comprising notable golf content creators such as Bryan Bros Golf, Fore Play/Barstool Sports, and Paige Spiranac. This initiative aims to engage younger, more diverse audiences by leveraging the creators' influence and content to enhance fan engagement.

3. Utilizing User-Generated Content

Encouraging fans to create and share content fosters a sense of community and increases engagement:

• Chicago Blackhawks' #WhatsYourGoal Campaign: The NHL team invited players and fans to post their personal goals using the hashtag #WhatsYourGoal on social media. The campaign started with players revealing their goals, followed by fans participating and sharing their own. This initiative reached 46 million people on Facebook, leveraging fan participation to amplify its impact.

4. Creating Engaging Social Media Content

Developing content that resonates with the target audience is crucial for maintaining engagement:

• Chicago Bulls' TikTok Engagement: The Chicago Bulls have achieved the highest TikTok engagement rate among major North American pro leagues by differentiating their content to stand out in the crowded sports landscape. Their efforts have led to over 16 million global followers on TikTok, showcasing the effectiveness of tailored content strategies.

9. Evaluation

Key Metrics to Track

• Monitor likes, comments, shares, and direct messages

• Track impressions, follower growth, and audience demographics.

• Measure clicks and visits from social media, focusing on event pages.

• Analyze registrations and turnout numbers attributed to social media campaigns.

Monitoring Tools

• Native platform analytics (Facebook Insights, Instagram Analytics, TikTok Pro).

• Tools like Hootsuite for detailed performance tracking.

• Google Analytics for website traffic and referral data.

Mid-Plan Adjustments

• Reallocate budgets toward high-performing platforms.

• Test different content formats (reels, static images, polls).

• Optimize post timing based on audience activity.

Goals for Success

• Increase engagement by 20% in 3 months.

• Grow Instagram and TikTok followers by 15% in 6 months.

• Boost workshop/event registrations by 25% in 6 months.

• Reach at least 30% of the target audience in New Brunswick in 6 months.

Reporting Schedule

• Monthly Reports: Track analytics and suggest improvements.

• Quarterly Reviews: Provide detailed results for stakeholders.

• Collect feedback from partners and participants to refine the strategy.

10. Recommendations

• Timely Posting and Scheduling : Post 2-3 times weekly. Align posts with peak times, for Facebook between 9 am and noon, for Instagram mid-morning to early afternoon (11am and 2pm), and for TikTok afternoons.

• Content diversification: Use engaging formats like TikTok challenges and Instagram reels.

• Collaborate with Partners: Work with local sports clubs and female athletes across New Brunswick.

• Engagement Strategies: Post polls, quizzes, or Q&A sessions. Share user generated content to build community trust among women and girls across New Brunswick.

• Paid Promotions: Boost event posts to extend reach among more audience, considering men as the second audience.

• Measure and Adjust: Regularly track content performance and adjust different strategies based on engagement data.

• Capitalize on Trends: Use relevant hashtags and stay on top of emerging trends like fitness challenges, news about female athletes across the province, wellness tips, etc., to maintain fresh and engaging content.