Social Media Plan

Adam Mancuso and Andrew Erickson

Hero’s RunLake Forest Sportscars & the

Marine Corp Law Enforcement Foundation

Agenda• Objective

• Company Overview

• Vision

• Current Social Media Platforms

• SWOT of Current Social Media

• Value Added Diagram

• Overall Strategy

• Social Media Tools

• Implementation Timeline

• Results and Metrics

• Moving Forward

OBJECTIVE• To provide a social media plan for the “Hero’s Run”.

• To connect the social circle between LFSC and MCLEF

• To provide value to both organizations

• To use classroom tools in real life applications

VISION – HERO’S RUN• We envision Lake Forest Sportscars hosting a supercar road rally with that starts at Lake

Forest Sportscars cars and ends at Blackhawk Farms Raceway. I believe our clients and owners of these cars would be excited to participate in an event like this. There are many road rallies throughout the states (Bull-run, Gumball Rally, Supercars Saturdays), so why not one to honor our servicemen with MCLEF.

• It is an opportunity to provide a unique and exciting experience for those associated with MCLEF. It is also an opportunity to expose Lake Forest Sportscars clients to MCLEF.

• MCLEF Associates, Disabled/wounded servicemen, and family members of the fallen, associated with MCLEF, in the greater Chicago area would be paired up with a LFSC client/driver.

COMPANY OVERVIEW - LFSC• Lake Forest Sportscars:

• Family owned and operated

• Our family has been in automotive retail sine 1923 (First dealership was Chevy, in Batavia New York).

• We now specialize in high performance sport cars

• Factory Authorized dealer for:

LAKE FOREST SPORTSCARS

COMPANY OVERVIEW - MCLEF• Marine Corp Law Enforcement Foundation (MCLEF)

• MCLEF is an organization that supports the family/children of fallen service personal.

• Since 1995, they have giver over $43,000,000.00 worth of scholarship bonds.

• They support the Marine Corp and other organizations:

• FBI

• Secret Service

• DEA

• ICE

• Customs and Border Patrol

• ATF

• U.S. Marshalls

• Naval Criminal Investigative Services

• Federal Air Marshalls

CURRENT SOCIAL MEDIA PLATFORMS

Lake Forest Sportscars Marine Corps–Law Enforcement Foundation

SWOT

SBoth Companies have large Facebookfollowings.Both Companies are very activewithin the community.There is a great deal of informationlocated on their Social MediaPlatformThe Social Media Platforms are allfree.Brand Awareness for LFSC (Companyas well as the products)Family orientated organizations.Well connected to the 3 Social mediaplatforms. Both websites point theuser to the

Strengths

WThe Social Media Tools take time tomaintain and manage. Perfect example isthe LFSC blog which has been inactivesince November 2011.Effort vs. Result: Very difficult tomeasure if the effort inputted for theSocial Media Sites has sufficient resultsobtained.The current Social Media tools lack theability to track and monitormedia/campaign results.Both companies target a Niche Market;this could be a strength as well.Facebook is semi unprofessional, a linkedin account may have a more businessformal following.

Weaknesses

OThere is no ability to create circles oneither of the platforms. The capability oflinking/overlap between LFSC and MCLEF.Do any exist?Creation of a Twitter Account to notifypeople when items are changed andupdated.Create a LinkedIn account. A morebusiness/professional platform.More involvement in the social mediaworld.Metrics to identify if the social mediatools are effectiveContinue to be present when eventswithin the community are happening.Strive to reach out to groups thattraditional media did not allow you to

Opportunities

TMultiple different social mediaplatforms make it difficult to relay aconsistent message.Privacy/Transparency:Opening the business to thecompetition.How much information is too muchinformationNegative publicity for LFSC or MCLEFcould directing impact the othersimage.The ability to get to a lot of Publicityin a short timeNew platforms constantly beingcreated.

Threats

Marine CorpLawEnforcementFoundations

Lake ForestSportscars

Clients/Car OwnerParticipates

Hero's Run

(Social Media)

MCLEF: Hopefully, they will gain a high level ofbenefit from this event.The goal is to expose Lake Forest Sportscars clientbase to this organizationin a way that is not asking for a donation.Social Media will be leveraged to connect all thesegroups. Social mediawill act like a glue, linking all of these diverse peoplethat might otherwisenot come in contact with each other.Social media will also increase the after effect of theHero's Run, by keepingeveryone in contact with each other.

Clients: Clients will also benefit from the event with the addedsticky layer of social media. Again, social media will connect these clientsto people, families and an organization they may not have come in contactwith.

LFSC: Our primary benefit and goal is first and foremosthosting a philanthropic event.We will also gain more exposure to new potential clients.they will now be linked to us, via social media.

VALUE ADDED

OVERALL STRATEGY

Hero's RunSocial Media

LFSC

Solders &Families

OtherParticipates

MCLEF

Clients &Cars

Hub and Spoke Social Media Strategy

Our overall strategy will be to leverage social media as a connection hub. This will allow us to connect adiverse group, with a focused approach. Social media will be a high value addedcomponent to theHero's Run.

SOCIAL MEDIA TOOLS

IMPLEMENTATION TIMELINE

# Task Assigned To Start End Dur

Hero's Run Social Media Project Plan 7/31/12 11/1/12 67.5

1 Evaluate Current social media status 7/31/12 8/9/12 8

2 Establish Strategy 8/5/12 8/13/12 6

3 Create social media platform accounts 8/3/12 10/8/12 47

4 Communications Plan 8/8/12 8/23/12 12

5 Establish measurements 8/14/12 8/28/12 11

6 Continuousfeedback 8/12/12 10/29/12 56

7 Final Evaluation / Feedback After Event 10/31/12 11/1/12 1

2012

Jul Aug Sep Oct Nov

*our timeline will be shared with everyone involved with organizing the event. It will act as a guideto key implementation timing and measurements.

TargetMetrics

MeasurementsNumber of Weekly

Engagement

WeeklyEngagement

Goals

Estimate of 20 Cars/Clients ParticipatingOne service member per car with familyMCLEFrepresentativesTotal estimated head count 45-60

Add everyoneinvolved in event

45-60

Daily tweets,Weekly increase

in followers

Weekly Blog45-60 views per week

Weekly updates

Add 50%of participates

IncreaseLFSC &MCLEFFB fans by number ofparticipates

RESULTS AND MEASUREMENTS

SAMPLE METRICS – WEEK 1 Source Goal Actual Variance Action

Facebook 12 25 108.3% Continue

Twitter 12 10 -16.6% Resend emails

Blogger 12 5 -58.3% Resend Link

Pinterest 12 10 -16.6% Resend Link

LinkedIn 6 9 50% Continue

Google + 12 11 -8.3% Resend Invite

Week Total Goal % Actual Action1 20.0% -11.3% We need to increase

engagement. Resend email and links

2 15.0% - -

3 25.0% - -

4 20.0% - -

5 20.0% - -

*Based of an approximate 60 person total

MOVING FORWARD• Begin implementation

• Set up social media platforms.

• Send out preliminary email updates containing timeline and key objectives.

• Set up measurements

• Start to track engagement as soon as the platforms are ready to go live.

• Ready to Roll!