F U T U R E P L A N S

Develop campaign goals: We plan on working towards increasing awareness of the University of Miami EMBI and our mission, research recruitment, and advertising and publicity for educational events.

Target audience: We are currently targeting people over 40 in Florida. With that in mind, we will be focusing more heavily on Facebook, Instagram, and Twitter, as well as LinkedIn for more professional development and scientific posts.

Develop campaign messaging: We will be focusing on creating messaging that will resonate with older adults, focusing heavily on healthy cognitive aging.

Create content: We plan to develop a content calendar that outlines the types of posts we believe would be interesting and educational for our followers, as well as commenting on relevant topics in health and research.

Campaign promotion via ads: We have mostly stayed away from paid advertising. However, for certain events and important messaging, it may be worth looking into, as social media ads are far more affordable than many other types of advertising and have the ability to reach more people than many traditional forms of advertising. As our followers grow, we also hope more people will find our content interesting enough to share, thus helping to increase our reach.

Measure and analyze: Towards the end of this year, we decided to invest more heavily in our social media through the purchase of Loomly. This tool not only allows us to post simultaneously to multiple platforms, but finally allows us to see advanced analytics overview of the posts' performance. This kind of insight will allow us to learn what our viewers engage with so that we can fine-tune our posting strategy and achieve better results in the future.