PROPOSAL OF SERVICESLincoln Parks Foundation | February 2015

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We are B2 INTERACTIVE — a digital marketing agency

that is truly digital. Our expertise is in helping businesses

grow through different online mediums, resulting in a

lasting digital presence in the places where our clients’

audiences are looking. Most importantly, we provide a

profitable, results-driven marketing solution

that brings new business your way.

In August 2014, we merged with HURRDAT, a social

media agency that focuses on building brand identities

and communities for clients. They offer social media and

content marketing services, and have built award-winning

websites for their clients in the last four years. Together,

we’re able to offer a full suite of digital marketing services

including SEO, SEM, and web development for clients of

all sizes — from local mom-and-pop businesses to national

brands — with proven results.

We believe that brands should earn

their market share by outthinking,

not outspending, the competition.

Our digital marketing services are

designed to put you in front of

only highly interested prospects,

resulting in better engagement and

impressions that turn into revenue.

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EXECUTIVE SUMMARY

After reviewing all the opportunities the Lincoln Parks Foundation presents,

Hurrdat is eager to propose a plan comprised of social media strategies for the

Lincoln Parks Foundation to target the Lincoln community and those affiliated

with the foundation.

With our expertise comes digital marketing experience and a love for the Lincoln

community that will contribute to creating successful social media campaigns.

In the next year, we plan to capture and expand the active community of Lincoln

park lovers by using social media marketing strategies. Placing the Lincoln Parks

Foundation at the center of conversations both online and in real life will increase

awareness and encourage donations for the foundation

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2015 LINCOLN PARKS FOUNDATION

Goal 1 | Recognition

Increase awareness of projects like the Woods Park Tennis Center and

the 10th anniversary of the Sunken Gardens by facilitating discussion

leading up to specific events and campaigns.

Goal 2 | Online Donations

Increase donations by 40 percent by the end of 2015 using strategic

social media posts and detailed donation explanations.

Goal 3 | Prestige

Foster a more informed Lincoln public who take advantage of Lincoln

parks by making the foundation a reliable resource for

recreational information.

STRATEGY OVERVIEW

Social Media Marketing

Posting quality content on all

platforms is essential, and the

Hurrdat content team is up to

the task.

We will use social media pages

to echo the voice of the Lincoln

Parks Foundation, and align the

community-focused strategy with

engagement campaigns.

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FUNDRAISING

% of Fundraisers Cost (Time & Money)

80%73% 58% 49%

41% 18%31%

IN-PERSON ASKS PHONE CALLS EMAIL

LETTERS

SOCIAL MEDIA

OTHERHOSTING EVENTS

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CONTENT STRATEGY

Our social media advertising strategy for the Lincoln

Parks Foundation utilizes a variety of Facebook ad units

to achieve the following:

1 | Follow Friday

Developing partnerships with other Facebook groups that

are prevalent in the Lincoln parks scene will be necessary

to grow the reach of the current Lincoln Parks Foundation

Facebook page.

2 | Donation Asks

Charitable donations are necessary to keeping Lincoln

parks thriving. Once a week, Facebook fans will see the

options for donation to the Lincoln Parks Foundation

via visuals.

3 | Engaging Lists

Topic-relevant lists are known to grab attention and

showcase support for organizations in a fun, sharable

way much faster than an average article could.

4 | History of Parks

On a weekly basis, the Facebook page will feature a fact,

historical or present-day, about parks, trails, recreational

centers, and golf courses.

5 | Park Spotlights

Each week, the Lincoln Parks Foundation will feature

one of Lincoln’s 125 parks to educate and encourage the

community to enjoy all the parks that the city has to offer.

6 | Calendar of Events

Each month, we’ll create a visual calendar of events to

showcase volunteer events, special ceremonies, concerts,

fundraisers, and other relevant events so that potential

attendees will be aware Lincoln Parks Foundation events

and opportunities.

8 | Volunteer Spotlight

Showcasing the people behind the Lincoln Parks

Foundation with a photo and story of why they love

Lincoln parks will not only inspire others to explore, but

also exhibit appreciation for volunteers

9 | Community Quotes

Extending from volunteer spotlights, the Lincoln Parks

Foundation will ask the community what they love about

the Lincoln parks

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VOICE AND TONE

Caretaker to the Community

Even at the most basic level, social media gives the Lincoln Parks

Foundation an opportunity to expand visibility, accessibility, efficiency, and

growth. Yet, without a consistent and compelling voice, fans and followers

can get lost in what is being asked of them.

It’s important for followers to understand the role that the Lincoln Parks

Foundation has within the community. The foundation is known as a

caretaker therefore all social media posts will reflect compassion and

generosity focused on connecting with the audience.

The Lincoln Parks Foundation will showcase parks in a warm and

welcoming tone. Words will be chosen carefully so that they invite and

illuminate. As for visuals, these will primarily focus on people and nature

within the community.

LINDSEY She is 29 years old, married, and

has a 3-year-old. When she’s not

working as a nurse, she’s out

with her family (including Scout

the family dog ) exploring one

of Lincoln’s many parks. Always

keeping her family’s budget in

mind, Lindsey enjoys the cost-free

entertainment that the variously

located parks offer. She and her

husband already enjoy staple

summer events like concerts at

Pinewood Bowl, but they’re looking

to involve their child in summer

activities at Lincoln parks.

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DESIGN

More than 80 percent of consumers

say content quality affects their

perception of brand credibility.

Creating effective and individually

branded content is important in

capturing and maintaining audience

attention. Fine-tuned design paired

with the Lincoln Parks Foundation

brand identity will translate to

function within social media platforms.

Using soft, earthy colors paired with

clean graphics and pictures will stay

true to the established Lincoln Parks

Foundation brand and will remind the

audience of the simple pleasures that

Lincoln parks has to offer.

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BRANDED IMAGES

Posting branded images on

Facebook that follow the Lincoln

Parks Foundation brand guidelines

will direct attention to the page

and ultimately the website

where donations can be made.

Incorporating both photos and

graphics allows for flexibility and

individuality. Making sure to portray

the brand while creating fresh

images will allow the social content

to reach and communicate the value

and excitement that Lincoln Parks

Foundation has to offer.

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PUBLIC RELATIONS AND CAMPAIGNS

Digital campaigns will pave the way to a better relationship between the Lincoln Parks

Foundation and the city of Lincoln. User-generated content encourages participation, reaches a

larger audience, and can be a valuable resource in future campaigns and overall strategy.

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LOCALIZATION

Tailoring reach to match ideals and tendencies of the Lincoln community

is the best way to localize. While in-person events, direct mail, and regional

websites are great for localization, digital marketing is the new standard for

all brands and businesses.

ONLY 12% OF MARKETERS ARE CONFIDENT IN THEIR ABILITIES WITH LOCALIZATION.

BUT 49% BELIEVE IT IS VITAL TO GROWTH.

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ONLINE ADVERTISING

Facebook “Like” Ads

Page likes are the catalyst to building relationships with people who matter to your

organization. Like ads will build the foundation for a strong, loyal following. We’ll focus our

efforts in page likes at the beginning of the social media and website launch.

Facebook Promoted Posts

Organic reach continues to decline as Facebook consistently alters its algorithms to ensure

posts are high quality and relevant to viewers. This underlines the need for an added boost

through promotion to increase post visibility. Facebook allows us to use in-depth targeting,

which will cater your posts to the most interested, relevant audience. This specific targeting will

also increase exposure to events, ultimately creating awareness.

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ONLINE ADVERTISING

Community Ad

1 | Lincoln Parks Foundation supports 6,000 acres of parks

and natural land that keep Lincoln beautiful.

2 | Keeping Lincoln public spaces beautiful since 1992.

3 | Lincoln is home to 125 public parks that are supported by

the Lincoln Parks Foundation.

Woods Park Campaign Ad

1 | Stay updated on the new Woods Tennis Center opening

in 2015

2 | Sign up for lessons at the new Woods Tennis Center

opening in 2015

3 | Woods Tennis Center will provide Lincoln with quality

tennis lessons in a new building opening in 2015.

LPF Benefits Ad

1 | Like our page to join in supporting the Lincoln

park community

2 | Like our page to show your support in keeping Lincoln

parks beautiful.

3 | We’re building a sense of community and improving the

quality of life with parks. Show your support by liking

our page.

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PARTNERSHIPS

Working with local organizations

will be key to maintaining a strong

social media strategy for the

foundation. During implementation,

we’ll work on building relationships

with key member of the community

who will help cultivate awareness

for the Lincoln Parks Foundation

Facebook page and future campaigns.

Community partnerships will

strengthen the sense of unity within

Lincoln and generate useful content

to ensure timeliness and relevance

for the foundation’s social media

platforms.

Dear (insert organization),

Hello, my name is Jolene and I’m an intern at Hurrdat representing our client, the Lincoln Parks Foundation, for a series of campaigns that will run through the Lincoln Parks Foundation Facebook page. For the next three months, the foundation will create social media content that celebrates each individual Lincoln park, promotes the new Woods Tennis Center, and increases donations back to Lincoln Parks and Recreation. With this, we’re asking for you help.

We’d love it if (insert organization) helped in the process of getting the word out about the Lincoln Parks Foundation page. In return, we ask that you send us any or all events (insert organization) is involved with, so we too can share the news of current happenings with Lincoln parks.

Below you’ll find a link to the Lincoln Parks Foundation. If you haven’t already, then we invite you to “like” and share our page on your organization’s Facebook page. Again, we know that your organization plays a significant role in the eyes of our audi-ence and having you share the word about our mission will strengthen our strategy.

Thank you for your time. And if you have any questions or concerns at all, then please feel free to ask. I’ll do my best to answer.

I look forward to working with you!

Melissa

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PROPOSED CAMPAIGNS1 | Day in the Park

The Lincoln Parks Foundation will host “A Day in the Park,” a public relations event with multiple

opportunities to customize and evolve. In its most basic form, this event will invite the Lincoln

community to visit a park on a specific day of the year. Though open to the public, we’ll send

invitations out earlier to local “mom- bloggers” in an effort to encourage free coverage of the event.

The event will either be open to all parks in Lincoln or narrowed to a specific park if special activities

are planned or if the event will require volunteers.

Another facet of the event will be the introduction of a Twitter hashtag (e.g. #LNKpark, #DayinPark,

etc.) Park goers will be encouraged through social media to share photos on Instagram using these

hashtags in an effort for the Lincoln Park Foundation to collect their experiences and for future user-

generated content.

Best Case Scenario

• Multiple parks are a part of the event

• Email list sent out to bloggers, influencers ahead of the event

• Branded signs/visuals for event that promote each park and hashtag

• Lincoln Park Foundation volunteers/workers facilitate games or activities at multiple parks

• Hurrdat maintains social media during the day and collects images tagged by hashtag

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PROPOSED CAMPAIGNS2 | Celebrity Approved

As another public relations attempt, this event would focus on how Lincoln parks serve as inspiration

for public figures in Lincoln. We’d invite these individuals to share their favorite park or specific

location at a certain park. We’d then share these results in a variety of mediums from short, shareable

videos to blog and social media posts.

An example would be to invite the Lincoln Mayor Chris Beutler to test ride multiple slides at different

parks for a day and then deem which slide was the favorite or “mayor-approved.” This could even go

so far as to award that slide with a plaque commemorating its achievement.

Another example would be to collaborate with new Husker coach Mike Riley’s love of bike riding by

formally welcoming him to Lincoln with the best bike routes or parks enjoy with his grandson.

Best Case Scenario

• Detailed list of when events would happen and how many celebrity-sponsored events will happen

• Email invitations and phone calls made to secure endorsers

• Photos, videos, news stories, and interviews collected at event for social media purposes

• Any materials needed to assist campaign (e.g. bike map for Mike Riley, mayor approval plaque etc.)

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PROPOSED CAMPAIGNS3 | Woods Park

The Lincoln Parks Foundation Facebook page will extend the current goals of the Woods Park Tennis

Center campaign, “Taking the Game to the Community,” to further fundraising efforts and awareness of

the center.

This spring, the Woods Park Tennis Center will present the Champions Cup at the Pinnacle Bank Arena

on April 1. With all the hype around the event, it makes sense for the Lincoln Parks Foundation to

place the Woods Park Tennis Center into conversations leading up to the Champions Cup. This can be

done by creating a social countdown to the event. A ticket giveaway solely through the Lincoln Parks

Foundation social media channels will also aid in engagement. Overall, social media will be used to

further explain the opportunities the new Woods Park Tennis Center presents and how the community

can get involved.

Creating posts about the center will also highlight youth programs available and opportunities for

those who wouldn’t normally have a chance to take tennis lessons. The posts could also feature the

generosity and history behind the Woods Park Tennis Center.

Best Case Scenario

• The Lincoln Parks Foundation will give away a pair of tickets to the Champions Cup as part of the

social campaign leading up to event

• Other park partnerships and organizations will share the foundation’s branded content that

promotes the Champions Cup

• The foundation will be present at the Champions Cup with a booth for the Woods Tennis Center

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PROPOSED SERVICE PRICING

February-April

Begin regular social content

Countdown to Woods Park

Three weeks of interim content

Feb. 9

April 6-20

May 1-22

May- August

New interns take over social media content

Blog strategy and integration

Instagram strategy and integration

Day in the Park campaign

Three Weeks of interim content

May 25

June

June

July

Aug. 14 - Sept. 4

September - December

New interns take over social media content

Blog strategy and integration

Instagram strategy and integration

Day in the Park campaign

Sept. 7

Sept.

Oct.

Dec. 15 - Jan. 8