Nativity House KC Maternity Home For Homeless Pregnant Women Social Media Marketing Study & Implementation of Strategy by Christi White, Promotions & Print Client: Nativity House KC, Local Maternity Home for Homeless Pregnant Women Social Media Marketing MKT 146-351 JCCC

Facebook “About”– Nativity House Nativity House KC Maternity Home For Homeless Pregnant Women Facebook “About”– Nativity House Provides information about what you do, who you serve Nativity House KC provides a safe, peaceful home for homeless adult pregnant women and prepares both mother and baby for a life of self-sufficiency. Our mission is to provide help, hope, healing, shelter and love for mothers ages 18 and above in a faith-based environment. Care and support continue through pregnancy and for the first year of the child’s life. Nativity House KC is a 501c3 non-profit organization and a charitable corporation in the State of Kansas. The Nativity House KC community serves our mothers and babies, and also our financial contributors, volunteers, and staff. While our programs are founded in the Roman Catholic tradition, Nativity House KC mothers are encouraged to participate in their faith of choice. Social Media Marketing MKT 146-351 JCCC

Facebook Feb. 8 Twitter Linked-In Instagram Nativity House KC Maternity Home For Homeless Pregnant Women Facebook Feb. 8 Twitter Linked-In Instagram Social Media Marketing MKT 146-351 JCCC

Objectives & Challenges Nativity House KC Maternity Home For Homeless Pregnant Women Objectives & Challenges An effective strategy begins with defining goals Nativity House KC corporate objective is to increase revenues that support the housing and programs the mothers and babies benefit from. This can be accomplished by increasing the number of people who actively contribute to the organization through social media. One strategy is to grow the Nativity House social media community. Tracking the number of new automatic subscribers for all social media channels as they become donors is a measure of KPI, or a Key Performance Indicator. Number of Increased Fans/Followers to Facebook and Twitter Number of Increased Subscribers to e-newsletter email list Number of Unique Contributors from social media sources

Nativity House KC Maternity Home For Homeless Pregnant Women Snapshot of February 2017 Social Media Status Followed by Immediate Strategies Facebook Likes – 526 On Facebook, posts went from weekly and increased at two to three times per week. New content replaced the old for Mission, About, Company Overview and Keywords. A Constant Contact subscription link was added so that once a viewer enters his email address, he/she will receive the email correspondences that Nativity House KC sends out to its Constant Contact email list monthly. links to Twitter, Instagram, Linked-In and YouTube were added. Twitter account - 126 Tweets followed Facebook campaigns and were increased to three times per week, a change from a frequency of once every other month. No Instagram account Instagram page was set up. Images were posted with the same campaigns as Facebook and Twitter, about three times per week. No Linked-In account Linked-in page was set up. Linked-in received posts only for selected campaigns. Social Media Marketing MKT 146-351 JCCC

Facebook April 18 Twitter Nativity House KC Maternity Home For Homeless Pregnant Women Facebook April 18 Twitter Linked-In Instagram Social Media Marketing MKT 146-351 JCCC

Content: Key Supporting Messages Defined Nativity House KC Maternity Home For Homeless Pregnant Women Content: Key Supporting Messages Defined Help us care for homeless mothers by joining our social media community and contributing your time, goods and money. Christian beliefs inspire and support us to helping homeless mothers of Nativity House. Nativity House support and programs help homeless mothers find self-sufficiency for their families. Religious calendar Saint story Inspirational/social Family update Personal empathy Pro-life message Community event Partner Promotion Informational Article Campaigns Call to Actions Donate Visit web site to donate Contact us with in-kind donation Volunteer Follow or Like the page Attend an event View a video Share and/or retweet Social Media Marketing MKT 146-351 JCCC

Facebook Engagement Increases in March 2017 with Boosted Campaigns Nativity House KC Maternity Home For Homeless Pregnant Women Facebook Engagement Increases in March 2017 with Boosted Campaigns Feb. 18: 10-50 was the average engagement of posts from a pool of 526 followers These two posts were “boosted” with a testing budget of $10.00 March 9: 100 engagements from “Aubre”; at this time there were 547 followers March 30: 102 engagements & new Instagram followers from “St. Mother Teresa” post Social Media Marketing MKT 146-351 JCCC

Facebook, Twitter & Instagram March 1-31, 2017 -Social Media Metrics Nativity House KC Maternity Home For Homeless Pregnant Women Facebook, Twitter & Instagram March 1-31, 2017 -Social Media Metrics Increasing the community of Nativity House KC was truly the initial goal of March social media efforts. The potential audience was tapped and converted: + 32 - Facebook followers went from 526 to 558 + 28 - Twitter followers went from 126 to 144 + 21 - Instagram followers went from 0 to 21 March 1-31, 2017 -Campaign Calendar March 1 – Introduction to Lent March 3 – Lenten Reflection March 5 – Richard: All grown up! March 9 - Meet Aubre! March 11 – Lenten Reflection March 18 – Lenten Reflection March 24 – Lenten Reflection March 29 – Prolife: Pope Francis March 30 – Prolife: St. Mother Teresa Social Media Marketing MKT 146-351 JCCC

Nativity House KC Maternity Home For Homeless Pregnant Women Facebook, Twitter & Instagram April 1-April 18, 2017 -Social Media Metrics Creating brand awareness and securing donations are now the focus of social media efforts. Likes and Follows of Nativity House KC continue to increase. + 18 - Facebook followers went from 558 to 576 + 3 - Twitter followers went from 144 to 147 + 2 - Instagram followers went from 21 to 23 April 1-18, 2017 -Campaign Calendar April 2 - Lenten Reflection April 5 - Bishop Ward donation April 7 - Sentinel article April 9 - Prolife: Pope Francis April 12 - Urgent! Call for funds April 14 - Holy Thursday April 14 - Divine Mercy Parish Donation April 14 - Urgent! Call for funds April 17 – Sentinel article April 18 – St. James Community Service Social Media Marketing MKT 146-351 JCCC

Total conversions for February-April Nativity House KC Maternity Home For Homeless Pregnant Women Total conversions for February-April + 50 - Facebook followers went from 526 to 576 + 31 - Twitter followers went from 126 to 147 + 23 - Instagram followers went from 0 to 23 One person subscribed to the e-newsletter in response to the one Facebook post call to action. At least five people clicked on the Facebook donation button as two posts shared a call to action for online donations. For Facebook and Instagram, the frequent use of beautiful images of the babies, mothers and saints inspire the most interest as far as likes and clicks. To receive Facebook comments or engagement on Twitter, a conversation must be introduced. Content should be interactive, conversational, questioning, answering, and discussion worthy. Instagram success relies on cool images, while popular tweets are those that begin discussions. Facebook gains rely on both. Social Media Marketing MKT 146-351 JCCC

Nativity House KC Maternity Home For Homeless Pregnant Women Recommendations for Continued Conversions April 2017–June 2017 Facebook Twitter Instagram Implement a rotating schedule (three posts per week) of content campaigns: family updates, saint stories, prolife messages for brand awareness and new Facebook followers. Use beautiful photography in each post and test in order to bring messages that initiate more conversation in the social community. Utilize the same content strategy and photography as Facebook. Retweet Nativity House posts and any relevant tweets of the community. Personally thank new followers for following Nativity House. Utilize same content strategy and photography as Facebook, yet message can be simply brand awareness. Social Media Marketing MKT 146-351 JCCC