Operation Meraki is committed to supporting veterans through innovative programs and services. To expand our reach and better connect with our audience, we aim to establish a clear and consistent brand voice that reflects our mission, vision, and values. This effort will enhance how we communicate with veterans, partners, and supporters, ensuring our message resonates effectively. As part of this initiative, we will create a comprehensive social media campaign deliverable to execute a targeted outreach effort aligned with our updated brand voice.

Project Scope

Goals for the Campaign

1. Increase awareness of Operation Meraki’s programs and services among veterans, their families, and supporters.
2. Drive engagement on social media platforms, fostering a stronger online community.
3. Encourage specific actions, such as attending events, joining programs, or supporting our initiatives.

Steps for the Project

Understand Operation Meraki’s Foundation

1. Learn about our story, mission, and vision.
2. Research our programs and target audience (veterans, families, and supporters).

Develop a Social Media Strategy

1. Define campaign objectives, key messages, and calls-to-action (CTAs).
2. Identify the best platforms for reaching our audience (e.g., Facebook, Instagram, LinkedIn).
3. Plan content types (e.g., posts, videos, stories) and frequency.

Create Campaign Assets

1. Write captions that reflect our new brand voice.
2. Design visuals (e.g., infographics, photos, videos) aligned with the brand’s style.
3. Select appropriate hashtags for broader reach.

Build a Content Calendar

1. Schedule posts with crucial details, including date, platform, and type of content.
2. Ensure variety in content types and maintain alignment with campaign goals.

Track and Measure Success

1. Define Key Performance Indicators (KPIs) such as engagement rates, reach, clicks, and conversions.
2. Provide a template for monitoring campaign performance.

Final Deliverables

Campaign Plan Document:

• Includes campaign goals, target audience details, content calendar, and key messaging framework.

Campaign Asset Folder:

• Pre-designed visuals (e.g., images, videos, infographics).
• Captions and CTAs aligned with the brand voice.
• A list of suggested hashtags.

Performance Tracker Template:

• A spreadsheet or dashboard template for tracking KPIs and evaluating campaign success.

Optional Visual Component:

• A presentation or short video summarizing the campaign’s strategy and assets for easy review by the Operation Meraki team.