A social media marketing plan designed to build the brand presence of the Portland Women’s Expo on their social media platforms, though the incorporation of a new hashtag, #pdxwomensexpo, #pdxtatfessions.

1. Portland W men's Expo
SOCIAL MEDIA MARKETING PROPOSAL 2016
A social media marketing plan designed to build the brand
presence of the Portland Women’s Expo on their social media
platforms, though the incorporation of new hashtag,
#pdxwomensexpo, #pdxtatfessions.
By: Sara
Kirkpatrick
Portland State
University CEPE
Spring 16’

2. Content
! Brand Footprint
! Social Platforms
! SWOT Analysis
! Platform Maintenance
! Action #1
! Action #2
! Social Media Campaign
! Campaign Objectives
! Mind-Space Calendar
! Questions

3. Main Account
facebook.com/pdxwomensexpo
3,951 Likes
Main Account
youtube.com/pdxwomensexpo
1,500 Views
Main Account
twitter.com/pdxwomensexpo
241 Followers
441 Tweets
Website Main Account: www.pdxwomensexpo.com
The Portland Women’s Expo Foundation is an non-profit organization. Our ultimate goal is to
build a resource center for women to help them gain resources to successfully sustain
themselves and their families. This campaign is formally referred to as “Building Hope”.
Brand Footprint

4. ! Content is derived from social
sharing
! Limited unique images/video
! Social shout-outs to sponsors and
event vendors
! Content surrounds vendor
sponsorships, events, re-sharing,
and giveaways
Facebook

5. ! Content is derived from
Facebook status feed
! Features automatic postings from
Facebook
! Few tweets with images/video
! Tweets contain over 140
characters
! Content surrounds vendor
sponsorships, events, re-tweeting,
and giveaways
Twitter

6. Strengths
! Large amount of
cultural
awareness
around brand
! Creates a
memorable event
! Strong brand
loyalty
! Over 3,900
followers on
Facebook
Weaknesses Opportunities Threats
! Lack of presence on
Instagram, followers
are trying to connect
! Lack of social media
links
! Overly repetitive
posts on Twitter and
Facebook
! Non-working
YouTube links on
platforms
! Lengthy ‘about’
section on Facebook
! Social media
presence
consistency
! Use social media
to crowd-source
ideas for new
products/
collaborations
! Create brand
loyalty by
connecting with
meaningful/
trending content
! Offering social
media marketing
to donors/vendors
! Social media
Pinterest/
Instagram
! Locals
becoming
bored with
brand and
content on
social media
! Missed
opportunities
with social
media
demographic
specific
markets
SWOT Analysis

7. ! Update profile photo/cover
photo (incorporate business
mission/logo)
! Choose a consistent profile
image to use on all of social
platforms
! Update YouTube Link on page
! Update ‘about’ section with a
concise version of mission
statement and company bio
! Include website link in ‘about’
section
Platform Maintenance
Separate Forum
for Vendors
• Reviews,
Comments,
Q/A, Ratings
Create
Instragram
Account
• #pdxwomens
expo
Incorporate
Social Media
Links
• Website
• Blog

8. ! Create signs that vendors/
donors can hold to show spirit
for PDX Women’s Expo
! Interview with quotes
surrounding event excitement
! Photos of donors/vendors at
their business locations
! Exclusive insight to products
and features that they will be
bringing to the show
Post Exclusives:
Interviews and
photos of donors &
vendors!
Platforms: Facebook, Twitter, and Instagram
#I PDXWOMENSEXPO
Proud Sponsors of the
Portland
Womens
Expo!
Action #1

9. #MotivationalMonday
• Share inspirational quotes to start off the work week
#TipTuesday
• Be the expert in your industry, use today to share your
knowledge and advice
#WomenCrushWednesday
• Show the beautiful ladies you’re in love with and admire
#ThrowBackThursday
• Share old photos
#FollowFriday
• Highlight and tag other people or brands worth following! Great
for making connections
Participate in
trending weekday
#Hashtags!
Platforms: Facebook, Twitter, and Instagram
Action #2

10. FACEBOOK TWITTER
Best times:
1-4pm
(highest average click rates)
Best Times:
1-3pm
(Monday through Thursday)
Wednesdays @ 3pm peak time Mon-Thurs @ 9-3pm peak time
Worst times
(weekends before 8am and after
8pm)
Worst times
(Every day after 8pm and Friday
after 3pm)
Photos generate higher engagement
(53% more likes & 104% more
comments)
Photos generate higher
engagement
(48% more retweets)
#MotivationMonday
#TipTuesday
#WomenCrushWednesday
#ThrowBackThursday
#FollowFriday or #FF
Social Media Calendar

11. Target Audience
According to a Portland Women’s Expo
demographics report, their reach is
spread out between women 18-65+ years
of age in Oregon.
For the purposes of this campaign, the
target demographic will be focused on
women ages 18-35.
A
New Social
Media Campaign
Target Audience Age Psychographics Behavioral Habits
Portland, Oregon
Women
18-35 Lifestyle
Motivated
Individualistic Active on
Social Media
Meet Jessye!
• Portland, Oregon Local
• Independent Sales
Director
• 1,795 Followers on
Facebook

12. Upload a photo or take a selfie showcasing your tattoo confessions for a chance to win great prizes in our
Tattoo Confessions of a Portland Woman
As Portland women, we are an individualistic community proud of our ability to transform pieces of our souls into
beautiful tattooed art.
Upload a photo or take a selfie showcasing your tattoo confessions for a chance to win great prizes in our #pdxtatfessions exclusive
Portland Women’s Expo t-shirt contest running Mar 01- Mar 31, 2017.
VIEW CONFESSIONS GALLERY MORE INFO RULES PRIZES HOME
#PDXTATFESSIONS
Portland Women’s
Expo
Tattoo Confessions
Proud Lion
Tattoo ConfessionsUnconditional Love
Tattoo Confessions
WHAT’S YOURS?
Tattoo Confessions
Strength Tattoo ConfessionsGramma

13. Overview
Platforms: Facebook, Twitter, and Instagram
Tattoo Confessions of a Portland
Woman T-Shirt Contest
Upload a photo or take a selfie showcasing your tattoo confessions using the
#pdxtattooconfessions on social media. Answer the following questions (140
characters max).
1. When and why did you get your tattoo?
2. What 4 words describe your feelings when you look at your
tattoo(s)?
The hashtag, #pdxtatfessions will
be associated with the sharing
of photos within this campaign.
Rules:
Duration:
The contest duration will run Mar 01 to Mar 31, 2017.
* First 200 entires will appear
on T-shirts and/or features
online an inn printed
materials.
Winners:
Two Winners will be selected using social media voting.
Winnings will include a free t-shirt and admissions into the event and a
Hawthorne Ink tattoo gift card.

14. www.pdxwomesnexpo.org/pdxtattooconfessions
My most inspired tattoo is on my back. When I was
20 I was diagnosed with Arnold Chiari Malformation
and had to have brain surgery. I got the tattoo to
remember to always be strong and graceful. Its
purple because thats the color of the Chiari
Awareness ribbon. Honestly, I have so many tattoos
now that I forget I even have them sometimes but at
the time it made me feel strong and in control. Three
words: overcomer, inspirational, strong :)
GratefulForgiveness
Tattoo Confessions of a Portland Woman
Tattoo
Confessions
Get a FREE bumper
sticker and support the
Portland Women’s Expo
Foundation.
Send me a Bumper
Sticker
TATTOO CONFESSIONS CONTEST
ABOUT THE FOUNDATION DONATE CONTACT US
In 2015, I got my sacred heart. The reason I got this
is because I am a Catholic; it reminds me of what
God gave up for me. It symbolizes the love and
sadness Jesus endured. When I look at this piece I
feel loved, forgiveness and pride.

15. Social Media Campaign 2016/ Content
Regina Renee
nnnn
Regina Renee’s post.
Huge shout out to Regina Renee. Thank you so much for sharing your
beautiful ink with us, we can’t wait to see you at our 2017 event this coming
year! Best of luck on your entry - voting will be happening soon.
Don’t forget to showcase your ink for win a chance to win our grand
prize. Just use our hashtag: #pdxtatfessions
Many years and tears came before this tattoo. The music symbol signifies
empowerment, love, and my ability to communicate through music things
that are so hard to say in regular conversation. Inked: 12/13/2012
#pdxtatfessions #strength #Independence
I picked this word because that's how I want to remember my journey with my
Elias. The ink was carefully woven with some of his ashes; and the way the text
“beautiful” is written and its’ placement is a constant reminder that nothing has
to be perfect, to be beautiful. Three words for this one are beautiful, open
minded, and peaceful.
pdxwomensexpo.org
Thank you for sharing your powerful journey @Mistyrose,
you’re one of our top two finalist for our Tattoo Confessions
T-Shirt Contest. We look forward to meeting you at our
show on April 1st. #pdxtatfessions

16. Social Media Campaign 2016/ Sample
Front
Portland Womens
Expo 2017
Back
Additional Benefits:
The first
200
#PDXTATFESSIONS entries
will be printed on
t-shirts
which will be available
for purchase at our
event!

17. Campaign Key Objectives 1. Increase
Exposure in
Women 18-35
by 15%
2. Increase
Social
Followers by
10%
3. Increase
Interactions
by 25%
KPI’s
• Produce and release one engaging and “new” post
every week. (Examples include: Tattoo Confessions of
Portland Women videos, written interviews with fans,
social media contests.)
• Center posts around how fans can interact with the
brand instead of just basic reposting of liked social
content and event specials.

18. Mind- Space Calendar
Timeline
Feb. 17th Explore campaign techniques and create a small
backlog of content that can be posted to social platforms.
Content will include Youtube (how to participate videos), and
advertisements within social sites.
Mar. 1st Campaign launch announcements will be promoted on
the Portland Women’s Expo website and social media platforms.
Re-launch YouTube video as a social reminder.
Mar.17th Social media feeds continue to promote campaign
contest and advertisements.
Mar. 31st Campaign ends.
Apr. 1st Contest winners will be announced on selected social
media platforms. Prizes will be distributed to winners and
interview dates will be scheduled for blog feed.
Apr. 2nd T-shirts will be launched to the public for sale at the
Portland Women’s Expo event.
Social media feeds continue to launch on platforms
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Feb 17th Feb 24th Mar 1st Mar 17th Mar 31st Apr 1st Apr 2nd
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w
innerscollect
prizes
T-Shirtsavailable
for
purchase
atEvent2017

19. Event Recommendations
Informational Boot at the Event:
website link, social media links, comments
and suggestions box
Featured Venders Tag
Board:
Highlight venders with
photos and includes space
for new vendors to signup
for future events
Photo Shoot:
Logo backdrop and social
media tag station
Informational Boot at
the Event:
Upload event photos live at
event

20. Thank Y u!