Appendix

Guerrilla

MARKETING

The guerilla marketing campaign is an innovative and interactive strategy, designed to increase awareness of Chastain Horse Park. Because Chastain Park is massive and spread out, we wanted to guide people to Chastain Horse Park by inserting gilded horseshoes into the concrete sidewalks throughout the main park. This would raise brand awareness, spark curiosity among visitors, and become a unique landmark within the park. Our hope is that it would promote the volunteer program as a result.

Alternative

SOCIAL MEDIA

We also recommend that CHP broaden their social media tools by creating accounts on other platforms such as Twitter and Snapchat. Currently, they are active on Facebook and Instagram, but they could expand their reach and awareness by adding other social media sites into the mix.

Rebranding

NEW LOGO

We designed a new logo for Chastain Horse Park that represents the Chastain Horse Park as a whole, with a simple yet strong message. There are two versions for use in a variety of different media according to design and layout limitations. The new logo could be used on business cards, stationery, and any branding materials, and could be implemented in the future to update the visual identity of the brand.

SOCIAL MEDIA guidelines

SOCIAL MEDIA DO’S & DON’T’S

DO create a consistent social media presence by using the same picture (logo, etc.) for all of your social media profile pictures!

DO create a specific style for your profile. This is essential, especially when it comes to your Instagram account. When a follower is scrolling down their newsfeed, you want them to see your post and be able to tell that it is your post without having to look at your name! You can do this by using the same kind of filters/lighting/coloring throughout the majority of your posts.

DO strategize!!! If you want to have a successful social presence, you absolutely HAVE to plan your posts ahead of time. If you don’t plan ahead, your posts may seem unorganized, random, or jumbled. If you plan accordingly, you can execute a successful social media campaign.

DO keep track of what your followers like! Take notice when a post gets a significantly larger amount of likes/shares/comments than other posts. This is a pretty good indicator that you should make more posts similar to this one. Make posts that will get the most positive attention for your business!

DO be picky about who you follow! Some types of people that you want to follow: potential clients, leaders in your field (other successful horse parks), people who have inspiring or engaging content, people that you might want to collaborate with, and don’t forget the people who go out of their way to help/promote you.

DO think about your ideal client when crafting your posts/captions! It can be really helpful to come up with a picture in your head of who your ideal client is before making a post. When deciding what content to include, ask yourself if this client would like what you want to post. If the answer is no, you might want to rethink the post. But, if the answer is yes, it’s probably safe to go ahead with the post!

DO make an editorial calendar for social media posts, especially if there is a big event coming up that you know you want to publicize. If you want to get serious about social media, this is a tool for you. This is so you can keep track of what posts you want to make on each type of social media, and when you want to make those posts!

DO use analytic techniques. Things like Facebook Page Insights can be used to analyze your Facebook followers, and there are so many more out there for different sites which allow you to see who views your posts which can help you determine your most useful platform and which type of content works best at getting you recognized!

DON’T post too much content at one time! Try to keep your posts short, clear, and to-the-point. This makes them easier to understand, attention grabbing, and someone is much more likely to read a post that is a sentence or two long than one that takes up the whole page. This also includes limiting the amount of posts you make in one day- you don’t want overload your followers’ news feeds!

DON’T overuse the hashtag! The hashtag is a wonderful social media device that can attract a lot of attention to your page, but overusing them can make it seem like you are desperate for attention. For instagram, a couple of hashtags in your main caption are completely acceptable, but if you want to add more, just make a comment on your own post that includes the hashtags you want to use. This helps alleviate the clutter of your post, while still attracting people to your post. (Hashtags should generally be limited to Twitter and Instagram posts).

DON’T always use the same post on every social media platform! With each social media site, you are targeting a different audience, so the post that works really well to attract attention from your Facebook followers may not be the most effective way of communicating with your Instagram or Twitter followers.

DON’T go filter crazy! Filters are a great way to add some dimension to your post, but adding too many of them can make your pictures look cheap or overworked. Normally, tweaking the lighting on the photo a bit, and adding a nice, subtle filter will transform the photo into an

Instagram-ready post. Filters provided by Instagram may not always the best to use depending on your picture, but there are a ton of photo editing apps available now that offer a lot more options for your pictures. Some really useful ones are Afterlight, PicTapGo, VSCOcam, and Snapseed.

DON’T forget about your accounts! If you are going to be out of town for a vacation, conference, or you think you might just be really busy on a particular week take advantage of sites like Hootsuite which allow you to create your posts ahead of time and will release them for you on a date and time that you can set. This is a good way to ensure that your followers will always be exposed to your posts even if you aren’t able to post them yourself.

DON’T feel like you have to use every social media site. While social media is an awesome free way to create your brand and market your business, don’t feel like you have to create an account for every site. Instead, focus on the ones that you think will be the most beneficial for you, so that you don’t get overwhelmed or waste your time and energy on something that might not be very beneficial.

DON’T be afraid to try different techniques in your posts. What I mean by this is that you should think outside of the box to try to get attention on your posts. This could be by holding a contest, coming up with a unique hashtag for your business, giveaways, or by advertising events and promotions. 49