Sigler

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Samantha Sigler
MSCM 343
Final Project AssignmentChehalem Cultural Center
Introduction
The Chehalem Cultural Center is a non-profit organization located in Newberg, Ore. As
described on the organizations website, the Chehalem Cultural Center celebrates the arts,
community, education and heritage, which is demonstrated through the organizations core
values and goals (Chehalem, 2014a). The core goals of the organization include making the arts
more approachable and available to the community, providing a place for a diverse group of
people to meet, educating children and adults through various workshops and sharing authentic
cultures with the community (Chehalem, 2014a). The Chehalem Cultural Centers building is
large, with a 2,500 square foot grand ballroom that can be rented for private events, three
multipurpose rooms, a recording room and several classrooms. The center has a board of
directors of eleven people and a staff of seven, and the building it resides in is owned by the
Chehalem Park and Recreation District (Chehalem, 2014c). The Chehalem Cultural Center is the
only community cultural center located in the Yamhill County area, although there are many
community centers located in the surrounding areas, such as in Portland, Ore., and Salem, Ore.
The focus of this campaign will be to promote the organizations classes, which are
lacking in attendance. This includes promoting dance, art, music and several other classes
throughout the first six months of 2015. A social-media campaign would be ideal to promote the
centers classes, as the non-profit organization has a limited amount of money to spend on public
relations, social media and marketing. Because social media is typically free to use, it will be
beneficial for the organization to use this form of communication for a majority of its promotion

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efforts. One social media communication opportunity this organization has is reaching many
members of the target audience, as it has 1,315 likes on Facebook, 68 followers on Instagram
and 351 followers on Twitter. However, an opportunity for growth would be on Instagram, as the
center has many classes that could be presented in a more visual way, such as its ceramics class
for children. The overall communication need this social-media campaign could meet would be
letting the target audience know what classes the organization offers as well as why they may be
interested in these classes. Because many people may not know what classes are offered, the
primary focus of this campaign will be informing the target audience, with the secondary focus
being to motivate the target audience to sign up for classes. The center offers a variety of classes,
ranging from adult classes, such as its Happy Hour Barre workout sessions, to kid activities,
such as Club Mud art classes (Chehalem, 2014b). The Chehalem Cultural Center also offers
scholarships for families to send their children to classes and workshops, which people may also
not know about. This will be highlighted throughout the social-media campaign in several of the
strategies informing the target audience about the classes.
Goal
The goal of this social-media campaign will be to increase class enrollment for the
Chehalem Cultural Center by continually informing and motivating people to sign up for these
classes on social media. This goal fits the Chehalem Cultural Centers purpose to connect the
community with the arts, which can be achieved through encouraging community members to
get involved and join classes offered by the center. The diffusion theory will be used as a model
for this social-media plan, as the Chehalem Cultural Centers plan will follow the five stages of
persuasion and influence: awareness, interest, evaluation, trial and adoption. This theory is
appropriate for the Chehalem Cultural Centers social-media plan, as this particular theory is

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most useful when persuading the target audience to adopt certain activities, such as attending
classes offered at the center. While this plan will focus mainly on the first two steps, awareness
and interest, the campaign will also motivate the target audience and provide them with
information to encourage them to evaluate, try and continue attending classes offered at the
Chehalem Cultural Center.
The main benefit of this social-media plan for the Chehalem Cultural Center will be
increasing the organizations online presence while promoting classes that would otherwise be
lacking in attendance. Because the organization is a non-profit, an additional benefit of this plan
will be promoting the classes on platforms that are free to the organization, which has a small
budget dedicated to its public relations and marketing efforts. This campaign will also benefit the
Chehalem Cultural Center due to their large target audience. Because the organizations target
audience includes such a wide variety of demographics of people in the Yamhill County area, it
is difficult to reach every member of the target audience successfully. Thus, a better social media
presence and plan will help increase the likelihood of reaching people the organization would not
normally be able to connect with. Although the focus of this campaign is solely on the class
offered at the Chehalem Cultural Center, this social-media campaign will also create better
awareness and interest about the organization as a whole. Thus, they will receive better
recognition and benefit in other areas, such as for workshops or events the center hosts.
Objectives
The first objective for this social-media campaign plan will use informational strategies
to raise awareness and interest among the target audience about the Chehalem Cultural Center,
while also using motivational strategies to encourage the target audience to sign up for classes
offered. Thus, the Chehalem Cultural Center will first aim to inform 50 percent, or

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approximately 866 members, of the target audience about classes offered on social media.
Additionally, Chehalem Cultural Center also intends to inspire enough of the target audience to
achieve maximum enrollment in June 2015, as the exact number will depend on how many
classes are offered and what their capacity will be. This second objective will focus on
motivational strategies and tactics to motivate enough members of the target audience being
aware of the classes happening in June 2015, resulting in the maximum number of enrollments in
classes for the Chehalem Cultural Center. The social media posts under this objective will
communicate the benefits of the classes regularly with the target audience as well remind the
target audience with encouraging posts to sign up for these classes.
These objectives align with the Chehalem Cultural Centers goals of making the arts
more approachable and available to the community, providing a place for a diverse group of
people to meet, educating children and adults through various workshops and sharing authentic
cultures with the community. By making classes appear more available and welcoming to
community members with friendly reminders on social media, this social-media campaign is also
strengthening its relationship with the local community (Chehalem, 2014a).
Strategies and tactics
To meet the objective of achieving the maximum number of enrollments for classes in
June 2015, the Chehalem Cultural Centers first strategy will be an internal informational
strategy establishing a social media editorial calendar as a framework for employees to use when
promoting classes. This informational-sharing system will help the Chehalem Cultural Center
organize itself, setting clear standards for when classes are promoted and establishing what each
of these posts will include. The editorial calendar will show that classes need to be promoted two
weeks prior, one week prior, two days prior and the day of a class. This strategy is crucial for

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achieving the objective, as it will set clear guidelines for employees to follow in order to post at
the correct times and get the target audience interested in classes offered. Because the first step
in the diffusion theory is to raise awareness, it will be important to ensure the target audience has
multiple opportunities to become aware of the Chehalem Cultural Centers classes, which the
editorial calendar will accomplish by identifying when classes need to be promoted on social
media. The first tactic to accomplish this strategy will be to research, test and adopt a socialmedia calendar to use. There are numerous online social-media calendars to use, and it will be
important for the Chehalem Cultural Center to select one that is simple to use and easy to keep
updated throughout the year. It will be imperative to use a social-media calendar that is also
either free or inexpensive since the center is a non-profit organization that does not have extra
money to spend on such tools. Thus, the center will research online social-media calendars such
as Google Calendar or CoSchedule (CoSchedule, 2014). The second tactic for this strategy is to
train employees on how to use the social-media calendar selected. It is important that employees
understand how to use the social-media calendar or it will go unused and will not help the center
achieve its objective. This tactic will be accomplished by holding several training sessions: once
to introduce the calendar and a follow-up training to answer any questions one month after the
calendar has been implemented. This will give employees a better understanding of how to use
the calendar, increasing the likelihood of them continuing to use this tool to successfully
implement social-media posts.
The next several strategies will focus on the specific posts for each class. For example,
the second strategy for this plan will be to post informational posts two weeks prior to a class
happening in order to generate interest among the target audience. This strategy aligns well with
the diffusion theory, as the first step the target audience must go through before adopting a new

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behavior is to become interested by the idea. The Chehalem Cultural Center will generate
interest among the target audience by posting information that concerns them, such as how easy
it is to sign up for classes and how the target audience will benefit from attending the centers
classes. This strategy will also set a strong foundation for the target audience to become
interested in attending classes, as they will have the basic information needed to attend. The first
tactic to accomplish this strategy will be to post informational graphics promoting the event,
listing important information about the class that pertains to the target audience such as when the
class is and the price. This tactic will be beneficial in generating interest, as illustrations will get
the target audience more engaged and interested in social-media posts (Redsicker, 2014). The
second tactic for this strategy will be to post a short biography along with a photo of the
instructor leading the promoted class. This tactic will generate interest among the target
audience, as it will make the instructor appear more personable and also give information about
the instructors teaching style. This will provide the target audience with more information than
simply when and where the class will be offered, generating more of an interest and increasing
the likelihood of them signing up for the class.
To meet the second objective of motivating enough of the target audience to achieve
maximum enrollment for classes offered in June 2015, the next two strategies will be
motivational strategies aiming not only to inform them about classes at the center, but also offer
reasons why the target audience would want to attend the classes. Because the second step in the
diffusion theory is to raise interest and the third is to encourage evaluation, it will be important to
ensure the target audience has multiple opportunities to become aware of and interested by the
classes offered at the Chehalem Cultural Center. Thus, the first strategy for this objective will be
to post on social media one week prior to the class, reminding the target audience when classes

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are taking place and why they should get involved. This strategy will increase the likelihood of
the target audience receiving information about the classes offered in order to become aware and
interested by the idea, as well as encourage them to evaluate the idea of attending classes based
on whether it meets their needs. The first tactic will be to post photos from past classes,
informing the target audience about the class being offered while also incenting them to attend
the class with visually appealing photographs that illustrate how the class would benefit them.
For example, posting a photo of children playing with clay might be reason enough for a parent
of young children to take them to a ceramics class at the Chehalem Cultural Center. The second
tactic for this strategy will be to post informational graphics on social media listing several
reasons why the target audience may want to attend a class. Since there are many different types
of classes offered, not every class will appeal to each member of the target audience. Therefore,
it will be necessary to differentiate between classes to demonstrate why a particular class would
meet a specific target audiences need. For example, the Happy Hour Barre classes are target
towards adults, while the Wheel Throwing class is aimed toward teenagers (All Kids Activities,
2014d). The informational graphic would list the top five reasons why taking each class would
benefit different members of the target audience, motivating them to sign up and attend the class
being offered.
The final strategy for the second objective will be to post two days prior to a class
happening, explaining how to register for classes and reminding the target audience to sign up.
This strategy will be primarily motivational, as at this point the target audience will have already
received information at least once about the event on social media. Thus, the first tactic will be to
post a link to the registration page on social media, encouraging the target audience to sign up for
the class being offered. By making the registration link readily available, the target audience

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member would be more likely to click on the link than if they had to search for the class on the
registration page. The second tactic for this strategy will be to state how many spots are left in a
class on social media, encouraging the target audience to register for the class before the class is
full. This will not only inform the target audience about the class being offered, but will also
motivate them to register, especially if they were unsure of whether to register.
Evaluation
In order to effectively evaluate this social-media campaign, each tactic will be evaluated
based on the number of likes, comments and shares to illustrate whether the level of engagement
from the target audience has grown throughout the campaign. This evaluation strategy will help
demonstrate whether the amount of engagement on social media increased from January to June,
and the results will be analyzed alongside the number of class enrollments during the campaign
to identify whether the social-media campaign achieved the goal of increasing class enrollments.
Each of the social media platforms will be evaluated by looking at the growth of likes and
followers during the duration of the campaign plan in order to correlate a growth in social media
followers and likes to a growth in class attendance. As a whole, to evaluate this social-media
campaign the Chehalem Cultural Center will also look at how many people sign up for each
class, looking for a growth in class enrollments over time. The center will also look at how many
people attended classes in past years to identify whether the classes are more successful now
than they were in previous years. Overall, this evaluation process will allow the Chehalem
Cultural Center to better assess the effectiveness of the social-media campaign as a whole.

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References
Chehalem Cultural Center. (2014a). About. Retrieved from
http://www.chehalemculturalcenter.org/about/
Chehalem Cultural Center. (2014b). Classes and workshops. Retrieved from
http://register.asapconnected.com/default.aspx
Chehalem Cultural Center. (2014c). People. Retrieved from
http://www.chehalemculturalcenter.org/staff/
Chehalem Cultural Center. (2014d). All Kids Activities. Retrieved from
http://register.asapconnected.com/Courses.aspx?CourseGroupID=9779
CoSchedule. (2014). Pricing. Retrieved from http://coschedule.com/pricing
Redsicker, P. (2014, May 13). Social photos generate more engagement: New research.
Retrieved from http://www.socialmediaexaminer.com/photos-generate-engagementresearch/