Broadway’s Babies Social Media Marketing Plan

January 1, 2021 – December 31, 2021

Composed by:
Samantha Fernandez, Tristan Loayza, Blake Rivellese, Elena Rogers, Nicole Wright

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 Table of Contents
Situation Analysis………………………………………………………….……………………….…………………………………………3
External Environment……………………………………………………………………………………………………………………….5
Social Media Audit/Social Media Presence……………………………………………………………………….………………8
Social Media Objectives and Budgeting…………………………………………………….…………………….………………15
Target Audiences and Personas…………………………………………………………………….…….………………………….16
Participants………………………………………………………………………………………………………………………..16
Program Mentors/Volunteers…………………………………………………………………………………………….18
Donors……………………………………………………………………………………………………………………………….21
Social Zones and Social Media Platforms…………………………………………………………...………….….…………… 23
Creative Strategy- Tactics and Sample Posts………………………………………………………………….………………..24
#MusicalMonday……………………………………………………………………………………………………………..…24
Donor Talk………………………………………………………………………………………………………………………….30
Arts This or That…………………………………………………………………………………………………………………36
12 Days of… Why Broadway’s Babies?....................................................................................40
Paid Influencer Campaign…………………………………………………………………………………………………..44
Adam Kaplan………………………………………………………………………………………………………….45
Benjamin Bauhala…………………………………………………………………………………………………..47
Activation Plan and Social Media Content Calendar……………………………………………………….……………….51
Manage and Measure……………….………………………………………………………………….………………………………..53
References ………………...……………..………………………………….……………………………………………………………….57
Appendices……………………..………..…………………………………………………………………….……………………………..59
Exhibit A……………………………………………………………………………………………………………………………..59
Exhibit B……………………………………………………………………………………………………………………………..61
Exhibit C……………………………………………………………………………………………………………………………..63

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 Situation Analysis

Opportunities:
Broadway’s Babies offers a unique program that exists in a relatively small market which
opens up several opportunities on which to capitalize. Because of the nature of the program and
the activities they offer their students, Broadway’s Babies has the potential to post a large variety of
content to help promote themselves. Along with this, they consistently hold events and activities
which aid in the amount of original content they can post on various social media platforms.
While Broadway’s has been able to capitalize on this by consistently posting content, there
are some other areas where potential opportunities still exist. An important one to focus on is the
additional programs they offer students. The majority of their social media content is focused
primarily on singing videos; however, the program mentions a more holistic approach to arts
education. If they can incorporate and showcase more of their program offerings through their
social media, they would have a much better chance at reaching a larger audience. This could be
done primarily through tags, endorsements, and reaching out to artists beyond those who
participate only in Broadway activities.
Another opportunity for Broadway’s Babies is to focus more heavily on the “Living in the
Orange” campaign. Not only did the metrics show that this campaign was successful and created
engagement across social media platforms, but it also gave a unique brand association regarding
their platform, as well as smaller things like logo/brand color recognition. Like Broadway Cares’ “red
buckets,” this is a great opportunity to increase brand recognition for Broadway’s Babies.
Given these suggestions and the nature of this particular market, Broadway’s Babies has
many present opportunities that could help promote both their brand and their unique program
offerings that distinguish them from their competition.

Culture:
The culture at Broadway’s Babies is an open and accepting environment for both its
participants as well as the mentors/volunteers involved with the program. Given their brand story,
“[providing] arts education, creating a bridge between the Broadway community and underserved
youth to open the doors through which tomorrow’s leaders can emerge,” it is essential to

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emphasize this message through all their social media platforms. By promoting the inclusivity and
growth opportunities offered through their program, it will allow Broadway’s Babies to further
solidify their brand culture in the performing arts community.

Resources:
Resource availability is a key to the success of the programs provided at Broadway’s Babies. Being
located in New York City allows accessibility to theatre stages, instruments, art supplies, and all
other necessary equipment/materials to run the programs properly. This may be harder to obtain in
their other international locations (Haiti and India), though.
Aside from physical items, Broadway’s Babies already has a large number of active
participants and mentors/volunteers, allowing the program to operate effectively. They also have
an established donor network which is another component in their ability to provide their students
and mentors with the tools needed to give a proper art education.
Regarding media, Broadway’s Babies has a variety of documented events that they can post
about on several different platforms at any time. Because of their consistency in providing events
for their students, there will always be new content that can be uploaded, as well. Along with this,
they have collected data on the benefits of providing children with an arts education, as well as
testimonials about the program, both of which can be promoted through social media.

Preparedness:
Broadway’s Babies is very prepared when it comes to providing their participants,
mentors/volunteers, and viewers with consistent updates on their social media. This is great for
their brand as it shows the value of the program for a large audience. While the consistency of
posts is appropriate, there are many shortcomings. The main issue currently is the lack of a social
media budget and a dedicated social media marketer. This not only makes it difficult to establish a
consistent visual/written theme throughout the posts, but it also prevents them from standing out
amongst their competitors. By developing a consistent style of posts on all platforms, i.e.,
implementing an official style guide regarding color, font, logo usage, etc., Broadway’s Babies can
capitalize on their market and further increase their following and brand/program awareness.

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 External Environment:

Current Customers:
Instagram: From the past 7 days, Broadway’s Babies’ audience on Instagram is about 75% female
and 25% male, and the majority of all users (37% of users) that engage on their Instagram fall
between the ages of 25-34. After analyzing Klear, it can be seen that over the past year, Broadway’s
Babies has reached an engagement of 7.7k likes, mostly on Instagram. There is a current fanbase
split between 856 followers from Facebook, 44 fans from Twitter, and the majority comes from the
1,715 followers on Instagram, totaling a Fanbase of 2,616. Overall, all of their Instagram mentions
are from females between the ages of 18-24; 53% of these followers come from the United States,
and the other 47% are from India.

YouTube: Over the lifetime of their YouTube channel, they have gained 104 subscribers, but almost
100% of their overall views are from those that are not subscribed to their channel. Almost half of
their viewers are from the United States. Regarding age and gender, viewers that are male account
for about 54%, while females account for about 46%. Viewers that fall in the age group of 18-24
view about 54% of the time and those that are 25-34 view about 46% of the time, and the other age
groups, 13-17 and 35-44, are not accounted for in viewing their YouTube videos.

Facebook: Their Facebook followers are made up of 59% females and 39% males, but it does not
account for the other 2%. The most engaged age group on Facebook is 18-24; 31% of this age group
are female followers, and males of the age group account for 18%. By analyzing Broadway’s Babies
Facebook followers, it is clear that they have gained more followers from the beginning of 2020,
throughout the COVID-19 pandemic, and reached over 800 followers in mid-April. Because the
organization is a non-profit, all of their followers are organic. Most of their followers are from the
United States and about 30% of those followers are located in New York City.

Twitter: Although Broadway’s Babies does have a Twitter, they have not used the platform since
2018, and they only have 44 followers.

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Competitors:

Competitor Social Audience Overview of Social Strengths Weaknesses

Channels Size Presence

Broadway Facebook, Facebook: Fanbase is split Very large Haven’t

Cares/Equity Twitter, 87,308 pretty evenly following on all captured the
Fights Aids Instagram, Twitter: between social media whole
YouTube, 62,100 Facebook, accounts. market.
Pinterest Instagram: Instagram, and Receives
79,300 Twitter. Receives a grants, has a
YouTube: lot of mentions lot of
199,000 and engagements volunteers, and
Pinterest: on Twitter and hosts a lot of
476 Instagram. events.

ASTEP Twitter, Twitter: Pretty steady social Works with a Instagram

Facebook, 2,440 media presence. university, feed looks
Instagram Facebook: Have not received partners with disjointed.
5,455 any real fan base schools, active
Instagram: growth. Facebook on social media
3,243 is their biggest and is trying to
social media get people
platform followed engaged and
by Instagram and educated, good
then Twitter. use of
Instagram
stories

Broadway Twitter, Twitter: Receives about Have different Focus mainly

Dreams Facebook, 2806 1.8K engagements virtual events on promoting
on Instagram. they advertise events they

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 Instagram, Facebook: Followers are and sell merch are holding.
YouTube 14810 pretty active on on social media Could focus
Instagram: their social media platforms. on other
1207 accounts. content as
YouTube: well.
15.3k

Broadway Twitter, Twitter: Not active on social Has different Does not
for All Facebook, 624 media accounts. types of have a lot of
Instagram Facebook: Have very few content on activity on
646 mentions, social media. social media
Instagram: engagements, new Has different platforms.
1095 fans, or activity. partners and Post
events. inconsistently
and does not
have a
common
theme.

Many of the competitors post the same content on each social media platform to cover all
demographics that those platforms cover. However, that seems repetitive for platforms that
capture the same audiences. It is said that “YouTube is the second largest search engine in the
world,” yet most of the competitors don’t use or don’t have high engagement on YouTube. Almost
three-quarters of all consumers will only engage in personalized marketing messages. Also, paid
advertising reached over $84 billion worldwide and has finally surpassed print advertising. This is
not the case for Broadway’s Babies and their competitors, as they cannot afford to put money into
paid advertisements. With the pandemic still going on, these organizations need to have a strong
online presence to establish themselves from their competitors and appeal to their followers and
supporters.

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 Social Media Audit/Social Media Presence

Voice and Style:

The client uses a lively, passionate tone across their social media accounts. Their style is playful,
vibrant, and inspiring, but currently a bit unorganized.

Publicity:
The client has links to their Facebook, Instagram, and LinkedIn accounts in the footer of each page
of their website. The links can be found under the “Connect” column in the footer and are
embedded in each social media platform’s respective logo. The client has the link to their website
on their Facebook account, which helps to drive traffic between the two platforms. They have also
been driving traffic to their RISE-20 donation link over the past two weeks through Facebook and
Instagram posts. The posts promote the campaign and include the donation link in the caption.

Stats/Measurement:

This Facebook Analytics data shows that Broadway’s Babies’ average reach for each video and
photo post on Facebook is not translating to engagement rates. According to the average rates,
only 6% of people reached with a video post actually click on it and only 4% react to, comment on,
and/or share each video post. For photo posts, only 1% of the average people reached will click on
the post and only 2% react to, comment on, and/or share each post. This presents an opportunity
to increase average engagement rates on Facebook by posting content that encourages audience
participation, which will ultimately increase average reach rates as well.

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The Facebook Analytics data indicates that the majority of Broadway’s Babies’ Facebook followers
are American women between the ages of 25-34. However, many of the female followers are older
than 34 years old and range up to ages of 65+. When looking at Broadway’s Babies’ male Facebook
followers, the majority are between the ages of 18-34. These findings suggest that the female
followers are ranging much older than the male followers. It is important to tailor the content of
Facebook posts to the demographics of followers to improve engagement rates.

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The YouTube Analytics data reveals that viewers of Broadway’s Babies’ YouTube posts are mainly
between the ages of 18-34. 53.7% of viewers are male and 46.3% of viewers are female. 99.2% of
viewers are not subscribed to Broadway’s Babies’ YouTube channel, which provides a huge
opportunity for increasing the number of subscribers.

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Broadway’s Babies’ YouTube Channel had 285,600 impressions from October 1, 2018 to September
20, 2020. 20,800 of those impressions led to channel views, however these views have not
correlated with a large increase in the subscriber base. The channel currently has 104 subscribers
but has a lot of potential to grow with the exposure it has received over the past two years. There’s
a great opportunity to increase the number of subscribers by encouraging viewer subscription &
participation in posts.

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According to demographics data from Klear, the majority of Broadway’s Babies’ current Instagram
audience are American Caucasian women ages 24-34. Most of these women are the most likely
program mentors and volunteers. However, according to Instagram demographics data published
on Statista, “As of fall 2019, the photo-sharing app ranked second in terms of preferred social
network among teenagers in the United States, second only to Snapchat. Teenagers are highly
engaged social media audiences” (Clement, 2020). This presents a great opportunity to expand
Broadway’s Babies’ Instagram social community to teenage participants.

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According to Klear, Broadway’s Babies’ average reach and engagement on Instagram posts is not
very high considering that they have around 1,700 followers. Their average reach and engagement
on Instagram can be increased by posting content that encourages participation among their
audience.

Conversation Analysis:
Over the last six months, Broadway’s Babies’ Instagram posts had all positive comments, if they had
comments at all.
Over the last six months, Broadway’s Babies’ Facebook posts had all positive comments, if they had
comments at all.
Over the last six months, Broadway’s Babies’ Youtube videos had all comments are disabled, likely
because young children are in the videos.

Types of posts:
Broadway’s Babies posts typically feature: Broadway actors that help out, Broadway’s Babies
fundraising campaigns, children in the program, performances, or public arts policy education.
There is not an obvious common color scheme across Instagram, but it is clear that Broadway’s
Babies uses the same colors for similar campaigns.

Mentions:
Broadway actors mention Broadway’s Babies more than anyone else on Instagram. The actors say
they are honored to be a part of the program, ask for donations, and post videos singing or acting
with the students. These posts seem to get a lot of interactions, but many of them don’t help start
conversations about the true mission of Broadway’s Babies. Small businesses and artists also post
on Instagram to promote that some profits of their sales go to help Broadway’s Babies.
@Bettertomorrowscholars promotes the arts scholarships they award on Instagram. There were no
public mentions of Broadways’ Babies on Facebook.

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Hashtags:
Broadway’s Babies use the following hashtags on Instagram:
#nyc #india #haiti #liveintheorange #rise20 #broadwayrise #broadway #riseup #artsedforall
#learning #school #inspiration #motivation #education #backtoschool #children #music #dance
#theater ⁠#riseup #youtharts #youthadvocacy #lgbt #virtual #virtualchoir #queer #queeryouth #gay
#lgbtq #lgbtpride #genderqueer #lgbtcommunity #smile #wingsofhope #musiceducation
#perserverance #possibilitynotdisability #virtuallearning #virtualmusic #graduation #possibility
#whatawonderfulworld #policefreeschools #pride #lifteveryvoice #sing #youth #equality #access
#masks #safety #optimism #boyband
These hashtags are good to draw attention to their Instagram page and relevant to the posts.

Responses to comments:
Broadway’s Babies does not respond to post comments on Instagram or Facebook. Responding to
comments would help boost engagement and build a community.

SWOT: Social Media SWOT Analysis

Strengths: Weaknesses:
- Positivity - Lack of engagement
- Inspirational - Limited amount of employees
- Featured Content - No designated media specialist(s)
- RISE Campaign - Social media has no theme/scattered posts

Opportunities: Threats:
- Utilizing Broadway actors - Established partnerships between
- Utilizing other public figures of the art Broadway and other organizations may
community prove difficult to compete with
- Emphasize other aspects of the program - The need to host activities virtually will
(not just Broadway) require more access to technology, which
will challenge some of their participants

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 Social Media Objectives and Budgeting

The following are the social media objectives set for this social media marketing plan to best help
Broadway’s Babies:
1. Increase followers on Broadway’s Babies’ Instagram by 20%, to 2,052, by December 31st,
2021.
2. Increase user subscriptions to Broadway’s Babies’ YouTube channel by 20%, to 146, by
December 31st, 2021.
3. Increase engagement on Broadway’s Babies’ Instagram, aiming for an average of 200 likes
per post, 10 unique comments per post, and 400 views per video post by December 31st,
2021.
4. Increase average engagement on Broadway’s Babies’ Facebook video posts by 150%, to 93
reactions, and photo posts by 150%, to 15 reactions, by December 31st, 2021.

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 Target Audiences and Personas

Demographics/Geographic - Participants
Age 13-18
Gender Male and Female
New York City, NY
Location Bangalore, India,
Jacmel, Haiti
Cultural Background Lower socioeconomic class in America, India, Haiti
Nationality American, Indian, Haitian
Marital Status Not married
Number of Children (if any) No children
Education Level Some secondary school
Occupation Students
Annual Income $0
Living Status (homeowner,
renting etc.) N/A
Most likely Christian in New York (Jones, 2016)
Extremely likely to be Christian in Haiti (Bureau of
Religion Democracy, Human Rights, and Labor, 2018)
Extremely likely to be Hindu in India (Indian Census
Bureau, 2011)
English in New York
French and Haitian Creole in Haiti (Feruson, et. al., 2020)
Languages spoken
Kannada, Telugu, and Tamil in India (Editors of
Encyclopædia Britannica, 2018)
Disabilities varying: deaf, physically disabled, learning difficulties
Political Affiliation N/A
Psychographics

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Personality Creative, Extroverted, Playful, Smart, Lively, Hands-on
Hard work, Respect for family, Friendship, Knowledge, Fun,
Personal values
Adventure
Music, Dancing, Theater/Performing, Recreation, Friends,
Interests and hobbies
Social Media, Video Games, TV, Movies
Impoverished/Underprivileged (Motivational Educational
Lifestyle
Entertainment, 2010)
Staying Connected w/ friends, Independence, Belonging to
Preferences
a group, New Experiences/Learning
Not having anything to do, Patience, Feeling like they’re
Dislikes
alone
Social Media
What are they interested in Fun dance challenge videos (TikTok), Entertaining videos
that the client can provide? on Instagram & Facebook, Instagram Giveaway Contests
Where do they usually hang out Instagram, TikTok, Facebook - specifically lower-income
online? teens (Anderson, 2018)
When do they look for the type They are most likely engaging in casual scrolling before and
of content you can provide? after school.
Why do they consume the
To feel included in a community (Mayo Clinic, 2019)
content?
How do they consume the Videos are best to capture attention via social media
content? platforms.

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 Demographics/Geographic - Program Mentors/Volunteers
Age 35-54 (“Volunteering Statistics, 2020)
Gender Male and Female
Location New York City, New York
This includes inner city and those with a low to middle
Cultural Background
socioeconomic status.
This includes mostly white, but also black, Asian, Hispanic
Nationality
(Onuoha, 2016).
Marital Status Married or Single

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 This includes those with children under the age of 18 or no
Number of Children (if any)
children.
This includes mostly those with some sort of college
Education Level
degree.
This includes either part-time employment or specifically
Occupation
those that work on Broadway (Kendrick, 2010).
Annual Income This can range anywhere from $25,000 to $100,000.
Living Status (homeowner,
renting etc.) This may include renting housing or apartments
Religion Christian
Languages spoken English
Disabilities None or minor disabilities
Political Affiliation N/A
Psychographics
Hands-on, Driven, Caring, Involved, Cheerful, Proactive
Personality
(Conn & Barr, 2006).
Personal values Creativity, Kindness, Sincerity, Fun, Inclusive
Interests and hobbies Music, Performing, Acting
Attitudes Passionate, Organized, Helpful (Levy, 2020)
Lifestyle Simple, Healthy, Involved
Organization, Interactive, Great Communication
Preferences and dislikes
(Preferences)
Social Media
What are they interested in Interests may include entertainment (Broadway), lifestyle,
that the client can provide? musical content.
Where do they usually hang out Facebook, Youtube, Podcasts, Instagram, Twitter (Lindsay,
online? 2020)
When do they look for the type
This may include on their daily commute and/or weekends
of content you can provide?

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 They may consume content to stay up to date (Saura, Palos-
Sanchez, et. al, 2020)
Why do they consume the
content?

and/or stay involved in their industry (Bera, 2020).

How do they consume the They may consume content through reading blogs, listening
content? to lifestyle podcasts and the radio, and watching videos.

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 Demographics/Geographic - Donors
Age 55+ - average 64. (Nonprofit Source, 2018)
Gender Male and Female
Location Worldwide
Cultural Background Middle - Upperclass (Nonprofit, 2020)
Nationality Any
Marital Status N/A
Number of Children (if any) N/A - Married/Single
Education Level High School/College Educated
Occupation Employed/Retired
Annual Income $55,000+ (Creamer, J., et al., 2020)
Living Status (homeowner,
renting etc.) Homeowners or Renters
Religion N/A - Any
Languages spoken N/A - Any
Disabilities N/A
Political Affiliation N/A
Psychographics
Affectionate, Giving, Sincere, Generous (Social media,
Personality
2020)
Personal values Committed, Loyal, Honest, Open-minded, Involved
Interests and hobbies Art, Music, Performing
Attitudes Paying it forward
Lifestyle Relaxed, Healthy
Preferences and dislikes Organization, Frequent Updates (Preferences)
Social Media
What are they interested in Entertainment content showcasing the use of their
that the client can provide? donations. (Mohsin, 2020)
Where do they usually hang out Facebook (Omnicore Agency, 2020), Instagram (Newberry,
online? 2019), Youtube

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When do they look for the type
Weekend/After work during the week
of content you can provide?
Why do they consume the To stay up to date with their donations and how it’s being
content? used
How do they consume the
Read posts, watch videos
content?

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 Social Zones and Social Media Platforms

The zones Broadway’s Babies should focus on are social community and social publishing.
To enhance their social community, Broadway’s Babies should share their mission more effectively
and create a welcoming community in which to collaborate.
To enhance their social publishing, Broadway’s Babies should utilize user-generated content and
push for more campaign involvement and interactivity to engage more users.

Social Media Rationale Mission Statement

Platform
Instagram Targets younger audience and Engage a younger audience and
engages/builds social community encourage participation in a
welcoming online community of
artists (Newberry, 2019)
Facebook Has the largest age range and most Attract a large age range of
ease push campaigns/updates people who want to “pay it
audience forward” through the campaigns
(Sehl, 2019)
YouTube Targets both younger and older To engage a wide span of viewers
audiences by providing a visual that (Honigman, 2018) through a
showcases the goals and variety of videos showcasing the
accomplishments of the organization experiences provided for the
students

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 Creative Strategy- Tactics and Sample Posts

Campaign title: #MusicalMonday

Objective(s) met with this Increase followers on Broadway’s Babies’ Instagram by 20%, to
campaign: 2,052, by December 31st, 2021.

What target audience(s) Participants (13-18 years old)

does the campaign appeal
to?

What stage of the sales Awareness & Consideration

funnel does this campaign
target (i.e., awareness,
consideration, or
conversion)?

When will the campaign run The campaign will run from May 3rd to May 30th. There will be
(i.e., month(s), week(s), an Instagram post each Monday (4 posts) and an Instagram story
etc.)? that announces the giveaway winner each Sunday (4 stories).

Describe the overall The purpose of this campaign is to showcase the many music
campaign and experience: education programs that Broadway’s Babies has to offer to
encourage participation within the social community. It will help
people to understand that Broadway’s Babies does much more
than just musical theater education, which the company name
suggests. For one month, there will be one Instagram post every

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Monday. Each week’s post will be of a Broadway’s Babies’
participant, each showcasing a different musical talent. For
example, the 1st week will be a video of a participant playing a
string instrument, the 2nd week will be a video of a participant
performing a dance routine, the 3rd week will be a video of a
participant performing a theater act, and the 4th week will be a
video of a participant playing drums. Program mentors will be in
charge of nominating a participant each week and will send a
video of the nominee performing, along with a caption about why
that participant joined the program and what their favorite part
about the program is. The person running the Instagram account
will be in charge of selecting a participant each week. The caption
will mention a weekly Broadway’s Babies’ giveaway, which can be
entered into by anyone. The giveaway prize will be a gift basket
consisting of Broadway’s Babies’ merchandise and a $50 gift card,
along with the winner’s choice of private music lessons (1 per
week for a month) from a program volunteer. To enter the
random giveaway, you must: tag 3 friends in the comment section
of the post, like the post, and follow Broadway’s Babies’ Instagram
account. The giveaway winner will be announced each Sunday
and will be tagged in an Instagram story post. This campaign aims
to build a sense of connectedness & belonging in the social
community through the short story in each caption while
encouraging current participants and potential participants to
follow Broadway’s Babies’ Instagram account. It also provides an
opportunity to raise awareness and even consideration among
participants’ friends who don’t know about Broadway’s Babies’
musical programs.

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Inspiration for this This is a huge opportunity for Broadway’s Babies to showcase that
campaign: they are more than just a theater education program. This
campaign can provide viewers with a taste of the different musical
programs while sharing first-hand stories of participants.

According to the article titled 11 Ways to Grow Your Nonprofit

Social Media Followers, “Contests are a great way to get new
people to start liking you and keep your current fans engaged.
Experiment with contests on every social network on which you
are active” (Campbell, 2020). Many companies have had success
with growing their social media followings with this giveaway
tactic, especially when it is targeted toward a younger age group.

Campaign message (i.e., To cultivate a feeling of excitement and belonging around

single-minded thought that Broadway’s Babies’ many musical education programs for both
you want to elicit from your current and potential participants.
target audience(s):

Theme(s)/tone of voice to A playful, but inspirational tone of voice will be used when
use with justification: showcasing each week’s selected participant. The campaign is
supposed to be fun, but also impactful to viewers.

How will you make your Since each mentor will nominate a participant to be featured every
audience care and what will week of the campaign, there is a chance that any participant will
you make them care about? be selected. This, along with the gift basket giveaway, will excite
and encourage participants to stay up to date on the posts.

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Target audience(s) will find Instagram
it via (i.e., what platform(s)
will you use?):

They will share and engage Participants will engage with the content because they may have a
with the content/experience friend that is nominated and will want to congratulate them. The
because: audience will share the post because of the weekly gift basket
giveaway.

They may not share or They don’t care for the giveaway and/or short attention span
engage with the
content/experience
because:

Resources required: Volunteers willing to give private music lessons (1 per week for 1
month)

$50 gift card to store of winner’s choice

Broadway’s Babies Branded Merchandise:

2 T-shirts
Water bottle
Key Chain & Lanyard
5 Stickers
Chapstick
Orange R.I.S.E. wristband
Hat

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Key people or organizations Participants, Mentors, Volunteers
that are vital to making the
campaign happen:

#MusicalMonday #music #bettertomorrow #artseducation

Will you use any hashtags?
#musiceducation #dance #theater #hope #possibility #Broadway
#drums #guitar #ukulele

Cost: Each gift basket will cost approximately $90 each. 4 total gift
baskets will be given away, so the grand total of this campaign will
be approximately $360.

Metrics to measure success The success of this campaign will be measured through the
(make sure these metrics number of tags in the comment section and the number of likes on
measure the objective(s) each post. However, the main indicator of the success of this
listed above): campaign is the number of new followers produced from each
weekly post.

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Example Post/Content:

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Campaign title: Donor Talk

Objective(s) met with this Increase average engagement on Broadway’s Babies’ Facebook
campaign: video posts by 150%, to 93 reactions, and photo posts by 150%, to
15 reactions, by December 31st, 2021.

What target audience(s) Program Mentors/Volunteers

does the campaign appeal
Donors
to?

What stage of the sales Conversion

funnel does this campaign
target (i.e., awareness,
consideration, or
conversion)?

When will the campaign run One week (5 days) - Week of November 29th, 2021 - December
(i.e., month(s), week(s), 3rd, 2021
etc.)?

Describe the overall The purpose of this campaign is to highlight various donors that
campaign and experience: have consistently donated to Broadway’s Babies. The campaign
will be made up of short, 1-3-minute videos about the Donor’s
experience with Broadway’s Babies and how they’ve been able to

30
 see their donations provide the students with great opportunities.
Along with the video, there will be a post with a short quote and
headshot of the donor to post on the page as well. These videos
will be created by the donors and then submitted to the
Broadway’s Babies Facebook Account to be vetted before posting.
Before the campaign, an email will be sent out explaining the
requirements of the video, and donors at different tiers (sum of
donations) will be selected.

Inspiration for this Considering that Broadway’s Babies is a non-profit and relies
campaign: heavily on donations, appreciation posts to thank people that
support them will hopefully encourage active donors to continue
donating and also to show new donors what kind of satisfaction
they will receive if they decide to donate.

Campaign message (i.e., Show that no matter what level at which you donate, you can
single-minded thought that directly see what it provides for the students in the program.
you want to elicit from your
target audience(s):

Theme(s)/tone of voice to Thoughtful and appreciative. The goal is to emphasize the fact
use with justification: that Broadway’s Babies values ALL of their donors, no matter the
amount.

31
How will you make your The goal is for the audience to feel emotionally connected to the
audience care and what will students involved with Broadway’s Babies and that the only way
you make them care about they can be provided these opportunities is from donations.
it?

Target audience(s) will find Facebook will be the primary platform for postings and will be for
it via (i.e., what platform(s) both Donors and Program Mentors/Volunteers. These videos will
will you use?): also be uploaded to the YouTube channel once they are shown
each day.

They will share and engage The videos will not only showcase the donor talking about their
with the content/experience affiliate program but also will show highlights of clips from
because: shows/events that Broadway’s Babies wouldn’t have been able to
do without donations. It will be an emotional/feel-good type of
video, which will encourage viewers to share.

They may not share or They may not share/engage with the content if they are not
engage with the interested in performing arts or if they already donate to a similar
content/experience non-profit.
because:

Resources required: Facebook, Video Editing software (iMovie), Footage

Canva for headshots/quote

32
Key people or organizations Donors are crucial to creating this campaign because viewers
that are vital to making the need to hear from their good experiences to encourage others to
campaign happen: begin donating.

Will you use any hashtags? #giving #donation

Cost: $250 - ($50 per post - Used to Boost)

Metrics to measure success Engagement will be tracked with the posts based on
(make sure these metrics likes/reactions throughout the campaign. This will be done by
measure the objective(s) comparing past analytics with new data from each video and post.
listed above):

33
Example Posts/Content:

1. Quote Post

34
2. Video Post

35
Campaign title: Arts This or That

Objective(s) met with this Increase engagement on Broadway’s Babies’ Instagram, aiming
campaign: for an average of 200 likes per post, 10 unique comments per post,
and 400 views per video post by December 31st, 2021.

What target audience(s) Participants, mentors/volunteers

does the campaign appeal
to?

What stage of the sales Awareness

funnel does this campaign
target (i.e., awareness,
consideration, or
conversion)?

When will the campaign run The prompt will be posted every day on their Instagram story for a
(i.e., month(s), week(s), week in early February.
etc.)?

Describe the overall Broadway’s Babies will post that graphic to their Instagram and tag
campaign and experience: a few participants and mentors to get it started. Each person will
fill out the graphic and it will continue being posted to stories as
more people are tagged by their friends. It will be a quick, fun
activity for people that will gain exposure for Broadway’s Babies.

36
Inspiration for this 500 million Instagram users view stories every day. Engaging
campaign: stories are the best to spread your stories past just Broadway’s
Babies follower base. (Tran, 2019) (Lozano, 2019)

Campaign message (i.e., Anyone can get involved in Broadway’s Babies through all
single-minded not behaviors different types of ways: participating, supporting, sharing outputs.
want to elicit from your
target audience(s):

Theme(s)/tone of voice to The tone of voice of the campaign should be simple, fun, and
use with justification: entertaining to engage people with shorter attention spans and
get them involved before they move on to the next thing.

How will you make your The aesthetics of the post flow with Broadway’s Babies “Live in
audience care and what will the Orange” theme, which is bright and engaging to all viewers.
you make them care about The fun game should be a little fun and jovial activity.
(i.e., emotionally,
intellectually, aesthetically;
hint: think about the Ted
Talk by Andrew Stanton)?

Target audience(s) will find Instagram, specifically Instagram stories

it via (i.e., what platform(s)
will you use?):

37
They will share and engage It’s simple, pretty, and interactive.
with the content/experience
because:

They may not share or Users may not share the posts if they are not interested in
engage with the performing arts.
content/experience
because:

Resources required: Canva and Instagram are needed for this campaign.

Key people or organizations The person who is in charge of the Instagram account is vital to
that are vital to making the the correct delivery of this campaign.
campaign happen:

Will you use any hashtags? No, because it’s a story, it will just have @broadwaysbabies
tagged in the photo.

Cost: $0

How many people share the story?

Metrics to measure success
How many people follow Broadway’s Babies?
(make sure these metrics
How many more likes on Broadway’s Babies Instagram posts?
measure the objective(s)
listed above):

38
Example Post/Content:

39
Campaign title: 12 Days of… Why Broadway’s Babies?

Objective(s) met with this The objective of this specific campaign is to increase user
campaign: subscriptions to Broadway’s Babies’ YouTube channel
(“Broadway’s Babies”, 2017) by 20%, to 156, by December 31st,
2021.

What target audience(s) does The primary target audience will include the 35-54 age group
the campaign appeal to? (Chen, 2020) which includes both program mentors and
volunteers

What stage of the sales funnel This campaign target would fall into the final stage of the sales
does this campaign target (i.e., funnel within the conversion stage.
awareness, consideration, or
conversion)?

When will the campaign run The campaign will begin on December 13th and will continue to
(i.e., month(s), week(s), etc.)? run until the winner is announced on December 25th.

Describe the overall campaign This will be a cross-channel contest (Whitney, 2020) in which
and experience: users have to be following Broadway’s Babies’ Instagram,
Facebook, as well as being subscribed to the YouTube channel.
For each of the 12 days in December leading up to Christmas
day, a short YouTube video will be posted. Each video will be a
different program mentor explaining why they began working
with Broadways Babies and why they have stayed with the

40
 organization. At the end of each video, the featured program
mentor will remind the viewers about the rules of the giveaway
to be entered in for a chance to win 2 Broadway tickets for a
show during the holiday season. Also, the featured program
mentor will provide information on how viewers can become
involved in the organization.

Inspiration for this campaign: Inspiration for this campaign is based on the holiday classic, 12
days of Christmas.

Campaign message (i.e., single The campaign message is trying to show the age group 34-54
minded thought that you want how rewarding it is to work with the Broadway’s Babies
to elicit from your target organization and why they should consider volunteering too.
audience(s):

Theme(s)/tone of voice to use The desired theme includes Christmas and overall a Time for
with justification: Giving Back. The tone of voice should be passionate, caring,
upbeat, motivating, encouraging, excited.

How will you make your The audience will care because each video will be a different
audience care and what will program mentor or volunteer that will talk about their personal
you make them care about? experience in the program, the connections that they have
made with the participants, and why they have stayed with the
program. This will make viewers emotionally care about the
program and the participants, which will hopefully convert them
to want to volunteer in the future.

41
Target audience(s) will find it Through YouTube, this campaign is targeted to reach the 34-54-
via (i.e., what platform(s) will year-old audience. The YouTube campaign will also be
you use?): promoted cross-channel on Instagram and Facebook to gain
more awareness of the content of the campaign.

They will share and engage Viewers will share the content with their friends because it is a
with the content/experience great chance to win 2 tickets to a Broadway show. Also, viewers
because: may be moved by the messages provided by the program
mentors and might want to share with a friend that he/she
thinks would enjoy volunteering/working with Broadway’s
Babies.

They may not share or engage They may not share or engage with the content if they are
with the content/experience uninterested in going to see a show on Broadway or are unsure
because: what the purpose of the organization is.

Resources required: Resources required will include 2 donated Broadway tickets, a

high-quality video camera to record the YouTube videos, and
time donated by the mentors to record the videos.

Key people or organizations Key people and organizations that are vital to this campaign
that are vital to making the include program mentors and volunteers, those that will engage
campaign happen: with the content on social media, and a Broadway actress/actor
that will donate 2 tickets for the campaign.

Will you use any hashtags? #12daysofbroadwaysbabies #whybroadwaysbabies

42
 Cost: $0

Metrics to measure success The goal of this campaign is to aid in the objective of increasing
(make sure these metrics current subscribers by 20% (to about 150 subscribers) by the
measure the objective(s) listed end of 2021. This will be measured by accounting for the current
above) subscribers before and after the campaign duration.

Example Post/Content:

43
Paid Influencer Campaign:
All information gathered for the Paid Influencer Campaign was from Klear. Before looking at the
Paid Influencer Campaign, here are a few key definitions to help understand the campaign
language:
EMV/Post: EMV (earned media value) is a method to calculate the importance of branded content
gained through marketing or PR efforts, that is not paid media and not owned. It's calculated by
multiplying the reach of earned or social media content by a multiplier based on impressions
Influence Score: A 1-100 score that represents how influential a user is on social networks.
True Reach: The Klear True Reach technology uses machine learning to predict the amount of real
views an influencer gets per post.
Total Fans: The number of followers combined on all social media platforms.
Pods: Influencer pods are public and private forums, mainly found on Facebook, WhatsApp, and
Telegram, where individuals exchange likes, follows, and comments to increase their social media
presence.

Part 1: Influencer Campaign Brief

Campaign Name Influencer Instagram Post Campaign
Number of
Influencers 2
Both influencers are micro-influencers from the Broadway/theater industry.
These micro-influencers were selected because they have a following within
the Broadway community with high engagement rates. This industry is best
because these influencers have the same audience that Broadway’s Babies
Type of Influencer is trying to target.
Campaign Duration August 1, 2020 - September 1, 2020
Channels Instagram

The campaign will be an Instagram influencer marketing campaign showing

how Broadway's Babies empowers kids to seek their potential both within
Campaign Goal the Broadway community and beyond.

44
 The campaign message will feature how Broadway and Beyond provides art
education, creating a bridge between the Broadway community and
underserved youth, to open the doors through which tomorrow’s leaders
can emerge. Keywords to use are: Broadway, "seeking your potential", arts
Campaign Message education, leader, “be you”
Key Objective(s) The key objectives will be both brand awareness and page visits.
Deliverables and The deliverable will include 4 IG Stories and 4 IG Posts. The timeline for
Timeline posts will be once a week for 4 weeks.
Participants include both male and female ages 13-18 in addition to
Target Audience program mentors/volunteers ages 35-54.
Budget for The budget consists of $1,000 per influencer for the time spent making
Influencers content.
Campaign Reporting
Requirements (i.e., The campaign will be reported through the number of engagements, views,
KPI's) and link clicks.
Yes, it will be requested that all content creators submit their image +
Content Review caption via email ([email protected]) before posting content. Due
Process date: July 25th.

Payment Send invoice on August 1st to [email protected].

Part 2: Influencer(s) for the Campaign
Influencer Overview
Influencer Name Adam Kaplan
Influencer Handle @adamskaplan
Industry Broadway
Adam Kaplan was selected because he offers a score on Klear of 80 out of
100. This means that he has great influence over his followers. He also has
over 30K followers on Instagram who have audience demographics with an
average age of 29, 47% being from New York, and an audience interest in
Broadway and theatre. His true reach is around 19k which will allow
Broadway's Babies to seek more brand attention. His 30K followers not only
is a large audience but also allows for another influencer to be hired while
still staying within budget because influencers are paid based on their
reach. Adam also seems to have "clean" posts where none are too
controversial where Broadway's Babies wouldn't want him to be part of
Why Adam Kaplan representing their brand.
# of Followers 31.4K
EMV/Post $4.1K

45
Rate/Post type $220/Instagram Post; $120/Instagram Story
Number and type of
posts wanted from
influencer 4 posts; 1 IG stories
Total EMV $20,500
Cost for all content
posted $1,000
How influential is Adam Kaplan
Influence Score 80
Engagement per Post 2.1K
True Reach 19,990
Total Fans 31,642
Influencer Audience Demographics
Average Age 29
Gender Breakdown 63% Men 37% Women
Average Income $49,366
Top Countries United States, Canada, Japan, United Kingdom
Top Cities New York, Los Angeles, Chicago, London
What are the
followers interested
in? Theatre, Broadway, Management
Adam Kaplan offers an audience that is interested in Broadway and theatre
and that is authentic. The audience is composed of both men and women
with an average age of 29 where there are followers that range above and
below that, which is the range in which Broadway’s Babies targets. Almost
50% of the audience originates from New York City which allows for
Broadway's Babies to capture people that are close to the atmosphere in
Why is this which they are located. Adam's followers are the type of audience that
influencer’s audience recognizes a brand like Broadway's Babies and all for growth within their
a good fit? network.
Safety of Influencer
Audience
Authenticity Score Great: 4/5
Suspicious
Engagements 12% suspicious accounts

46
Active in Pods No
Pass Audience
Authenticity Tests?
Provide scores for Follow Ratio: Pass, Profile Picture: Pass, Business Accounts: Pass, Posting-
each criterion. Frequency: Fail, Newly Created Accounts: Pass
Explicit Language
Used Never
Briefly Describe the Individual photos, Personal photos with friends and family, Broadway
Content the photos and videos, and posts standing up for personal beliefs (ex. black
Influencer Posts lives matter, voter activism, LGBTQ+)
One-Page Influencer
Profile Included from
Klear in Appendix Page 61

Part 2: Influencer(s) for the Campaign

Influencer Overview
Influencer Name Benjamin Rauhala
Influencer Handle @brauhala
Industry Theatre
Benjamin Rauhala is a theatre expert and has an influence score of 72 out
of 100 according to Klear. He acquires an engagement rate of 1.3K, which is
fantastic compared to other influencers with the same number of followers.
Around 60% of his followers originate from the New York area. He has very
interactive posts and you can tell that his content is authentic. He seems to
care about the Broadway community and has been a part of this campaign
will attract many users that he shows what he is passionate about. His
influence can help grow the reach and community of Broadway's Babies.
Why Benjamin Being that he is a micro-influencer, it will cost less to get more content and
Rauhala posts that he posts on his Instagram account.
# of Followers 19.9K
EMV/Post $2K

Rate/Post type $170/Instagram Post; $261/Instagram Video; $100/Instagram Story

Number and type of
posts wanted from
influencer 3 posts; 1 Video; 2 IG stories
Total EMV $12,000

47
Cost for all content
posted $971
How influential is Benjamin Rauhala
Influence Score 72
Engagement per Post 1.3K
True Reach 5,905
Total Fans 28,435
Influencer Audience Demographics
Average Age 28
Gender Breakdown 57% Women 43% Men
Average Income $49,650

Top Countries United States, United Kingdom, Canada, Australia

Top Cities New York, Los Angeles, London, Boston
What are the
followers interested
in? Theatre, Musical Theatre, Broadway
Benjamin's audience is a great fit because they are composed of both men
and women with an average age of 28. About 60% of them are located
within New York City and have interests in Broadway, theatre, and musical
theatre. This audience has a care for the Broadway community and is
Why is this exactly who Broadway's Babies should target. Through Benjamin's platform,
influencer’s audience they will gain more people within their target market and continue growing
a good fit? their community.
Safety of Influencer
Audience
Authenticity Score Information not available
Suspicious
Engagements Information not available
Active in Pods Information not available
Pass Audience
Authenticity Tests?
Provide scores for
each criterion. Information not available
Explicit Language
Used Information not available

48
Briefly Describe the
Content the Personal photos, videos featuring singing, musical theatre content, and
Influencer Posts activism posts
One-Page Influencer
Profile Included from
Klear in Appendix Page 62
Part 3: Influencer Campaign Summary
Total Cost $1,971
Total EMV $32,500
Total True Reach 135,380
Total Expected
Engagement 18,300
(1) Do include the campaign messages in the post captions (2) Do submit
your content for review on the date indicated (3) Do position the logo
according to brand guidelines (4) Do include the #ad/#sponsored hashtag in
Influencer Do's your post
(1) Don’t include pictures/references to alcohol or drugs (2) Don’t use
profanity or criticize Broadway's Babies (3) Don’t compare Broadway's
Influencer Don'ts Babies to any competitors (4) Don’t incorporate any other sponsored posts

Example Post/Content:
1. Instagram Post:

Caption Example: Broadway and theatre has played a huge role in my life. Everyone should have the

49
opportunity to follow their passion. The Broadway community is always growing with new talent
from diverse backgrounds. Joining me in supporting Broadway’s Babies in their upcoming event…
Let us advocate for growing outside of your comfort zone and connecting communities from all
walks of life. #BroadwaysBabies #Liveintheorange #Bettertogether

2. Instagram Story and Instagram feed video:

Influencers can use personal videos of them talking about Broadway’s Babies and their impact on
the Broadway community.

50
 Activation Plan and Social Media Content Calendar

Making the plan happen:

This social media marketing plan will be successful if the Broadway’s Babies staff can follow the
content calendar. They will have the deliverables that were made for them to use without having to
take time to create them themselves, which will allow them to start the campaign immediately.
Additionally, they can use the deliverables as inspiration for future deliverables, using similar
coloring and tones and adapting as they see fit with the change in their following and engagement.

Putting it together:
Ben, Katy, and the other mentors of Broadway’s Babies will be in charge of gathering or creating
content to post for both the organic and paid campaigns. This will consist of creating the
deliverables for these campaigns within apps, like Canva, for platforms, such as Instagram and
Facebook. The Broadway’s Babies team will also be responsible for creating short video edits to
place on YouTube and Facebook which can be done through programs like iMovie. To ensure the
success of these campaigns, documentation (pictures/video) will need to be completed at least 1
month before the start of the campaign. This buffer will allow for the team to make changes to their
deliverables before the campaign is set to go live if any unforeseen issues arise. It is recommended
that small groups of mentors work on each of the campaigns to create a consistent message
throughout its running time.

Content Calendar:

See exhibit C in the appendix for the content calendar.

Budget:
Three out of the five campaigns will require money to complete the campaign. The total amount of
money needed to complete all objectives is $2,581. The Facebook Campaign will require $250
($50/post) to boost all posts on Facebook. The Paid Influencer Campaign will require $1,971. This
will cover the costs of both influencers being used. Adam Kaplan will be posting 4 Instagram posts

51
and 1 Instagram story totaling $1,000. Benjamin Rauhal will be posting 3 Instagram posts, 1
Instagram video post, and 2 Instagram stores that will come to a total of $971. Lastly, the
#MusicalMonday Instagram Campaign will cost $90 per gift basket giveaway. There are 4 giveaways
within the campaign, so the total comes out to $360.

Consistency with larger objectives:

The client’s larger objectives involve growing awareness for the overall brand, as well as, gaining
more donations and donors for the various activities and programs facilitated through Broadway’s
Babies. The social media marketing plan directly addresses these objectives by growing awareness
amongst the participants and attracting donors and program mentors through engaging and
incentivizing campaigns across their main social media platforms.

52
 Manage and Measure:

Metrics to assess effectiveness:

For all of the campaigns designed for Broadway’s Babies, the goal is to increase engagement on
postings as well as converting individuals into followers/friends/subscribers across the various
platforms. The information below includes the metrics for how the effectiveness of the suggested
campaigns will be assessed. Because of the nature of how these social media platforms work, there
is an overlap between the metrics being measured.
● Organic Campaign 1: #MusicalMonday - For Musical Monday, the primary metric used to
measure the success of the campaign will be monitoring tags in the comments section of
the post as well as the number of likes. The number of new followers will also help measure
the success of the campaign.
● Organic Campaign 2: Donor Talk - For Donor Talk, the amount of likes and reactions to both
video and regular posts will be monitored for progress.
● Organic Campaign 3: Arts This or That - For this campaign, the metrics used to track success
will be how many individuals share the story, how many new followers the account
receives, and how many likes each post receives.
● Organic Campaign 4: 12 Days of… Why Broadway’s Babies? - For this campaign, the primary
metric used will be the number of new subscribers the account receives.
● Paid Campaign 1: Influencers Adam Kaplan and Benjamin Rauhala - To measure the results
of the paid influencer campaign, the number of engagements, views, and link clicks, will be
tracked.

Social media tools to collect data:

Broadway’s Babies should use the Facebook Analytics and Instagram Analytics associated with a
business account. On both of these platforms, the post reach can be measured by examining the
reach of each post in the campaign through the built-in analytics on the platforms and dividing that
number by the current number of followers on each of the different platforms; after multiplying
that number by 100, the post reach percentage can be obtained. The average engagement rate can
be measured by collecting the total amount of likes, comments, and shares on the Instagram and

53
Facebook campaigns and dividing that total number by the current number of followers on each of
the different platforms; after multiplying that number by 100, the average engagement rate can be
obtained (Shleyner, 2020).

Standards of conduct:
Broadway’s Babies should pay particular attention to transparency. If they are struggling with funds
or having trouble finding volunteers, it is important for them to let their community know that so
they can step in to help. This will also help build a stronger relationship with their community.

Disclosure requirements:
It is important to disclose that Broadway’s Babies engaged in paid influencer campaigns with the
selected influencers.

Standards for posting corporate information:

Broadway’s Babies needs to make sure all minors who are shown on any of their platforms agreed
to be photographed. No copyrighted photos that do not belong to Broadway’s Babies should be
used.

54
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 Appendix

Exhibit A: Story Games Examples

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Exhibit B: Influencer profiles from Klear

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Exhibit C: Content Calendar

To access this content calendar in excel, click here.

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