This framework will allow us to do some baseline successful social media posting. And only be reactive. This is strategy light.

Taxonomy of Events

While some events may be more than one thing, this taxonomy will allow us to think dimensionally about where we spend our precious promotion resources. See the Social Media Post Workshop (Strategy Tab) for a current list of events and where they land on this matrix

Definitions

Program. What program is it aligned to or supporting

Type. Access, Exposure, Experience, Community Engagement, Outreach and so on.

Content Cohesion. Does the content change a bit each time or is it stable.

Cadence type. Is it on a set schedule, by request, when the spirit moves us.

Tactics

Category 1: Stable, Cyclical

Content Cohesion. Stable

Cadence type: Cyclical

Action:

• Post 3x per month
• Link back to a program page or listing of all the events in the near future

Exceptions

• Weekly Tours. 2x per month “happy come to tour msg”

Category 2: Variable Cyclical

Content Cohesion. Variable

Cadence type: Cyclical

Action:

• Post 2x pre event
• Focus on the unique variation
• Link back to a RSVP on Meetup
• Post 1x post-event if images available

Category 3: Non-ACE

Content Cohesion. Variable + Stable

Cadence type: Ad-hoc

Action:

• Post 1x pre-event
• Focus on the unique variation if present
• Angle on the story is partnership with Ace
• Link back to RSVP for their event or website
• Post 1x post-event if images are available (Optional)

Category 4: Stable Ad-Hoc

• These may have a custom strategy! if they are higher dollar or new.
• Likely to be the featured workshop
• 3x prior to the event
• Post 1x post-event if images are available

Category 5: Variable Ad-Hoc

• These will have a custom plan designed as they usually have a bunch of lead-up and overhead involved.

Category 5: Partner Events in our Space

• 1x prior to the event with RSVP link

Category 6: Consistently Sold Out Workshops

• Cert classes and other workshops that tend to sell out easily without promo
• General “we offer rad classes of this nature” posts 2X per month
• Messages about types of education we offer
• As of 2/8/23 the list of Cat 6 Workshops includes:
  • Jointer, Planer, Tablesaw Basics
  • Bandsaw, Drill Press, Panel Saw Basics
  • Sewing 101 Bootcamp
  • Laser Basics
  • Wood Lathe Basics
  • Heavy Duty Sewing Machine Basics