TraKid

MAGGIE TINCHER, ZIWEI WANG,

ANNA WEBB, TAYLOR WYNN, &
AUDREY YOUNG
Table of Contents
1. Executive Summary
2. Brief Overview
3. Social Media Presence
4. SWOT Analysis
5. Goals and Objectives
6. Strategies and Tactics
7. Target Audience Analysis
8. Personas
9. Tools and Tactics
10. Editorial Calendar and Examples
11. Monitoring
12. Tuning/ Budget/ ROI
 In conducting a social media strategy for Trakid we found that their
product is in a field that is still largely new and unused. Further, we
decided to focus on use in theme parks as that is the main area that
will lead to the most use and profitability. This task required analysis to
interact with theme park management and potential users. The
Executive
biggest challenge is to ensure product success and user attraction.

Summary The structure of this plan is to focus on building social media

marketing so that it educates and gains the interest of potential users.
By building a major following, before the product is fully released, it will
be easier to ensure product success.

To develop this plan, we needed to spend more time

understanding how to improve the Trakid product and tailor it
specifically for parents and theme park use. We researched new
strategies for how Trakid can become a multi-purpose app, in addition
to its usefulness as a child tracker.
 Brief Overview
We have designed a social media marketing plan with two major
features in mind.

The first feature is educating the users and making sure they know how
to use the product and all the benefits that will come from it.

The second feature was based on interaction. This feature makes sure
the users can have multiple uses from this app, ensuring they get the
most out of their theme park or zoo visit.

Additionally, there is marketing based on interactivity to grab the

attention of other parks and show the major benefits and uses that can
come from a simple tracking device. Overall, the main structure of this
marketing plan comes from the many objectives based on the target
audience.
 Current social media presence

instagram twitter facebook tiktok

small following small following 45 likes on page small following

educational and posts a few times a 48 followers views ranging
entertaining videos month using content that from 3 to 284
ranges from 8 to 61 not every post is posted on the 92 likes in total
likes per post contains a hashtag other platforms good amount
high quality images entertaining and no reviews of shares in
and videos informative retweets relation to
good copy and use of funny and number of
emojis, hashtags and appropriate following
tags engagement with
relevant accounts
all tweets and replies
contain a photo or gif
 SWOT-trakid

Strengths
Weaknesses
Simple, user-friendly
Attracting interest
Interactive
User error
New
Device easy to
Useful, attractive to any
remove
parent
Extra Cost
Opportunities Threats

Additional Easy concept to

analytics/tracking copy
Safer child-care User intrigue
Untapped market Usefulness
Longevity
 SWoT-buddy tag
Strengths Weaknesses

positive and significant amount of press

only compatible on certain phones
and media
cost
(the today show, the Dallas morning
easy to remove device
news, Steve Harvey show) Threats
no activities, just a tracking device
several different features competitors
requires a bluetooth connection
(water feature to alert drowning, out no partnerships
of range feature, panic alarm &
personal ID)
one time buy and can use it anywhere
Opportunities
multi and different colored bands and
accessories could be used on a daily basis to
track your child's activity
doesn't need to be charged
sell wholesale to large or small
available as a phone app
storefronts
SWOT-disney magic bands
Strengths
countless styles and options, making
it fun for parents and children to pick
out their band
makes vacationing easy and
accessible with everything on your
wrist
personalized special features for
each user
does not need to be charged
Opportunities
adding tracking device
adding games to the band for
children to participate with
throughout the parks
Weaknesses
does not have a tracking
device or any safety features
cost to buy a band starting
2021
was previously
complimentary
Threats
competitors, such as Trakid
people not wanting to purchase
it themselves
COVID causing many parks to
close or limit capacity
 GOALS
1. Increase brand awareness and recognition to theme parks
a. We plan to expose Trakid to at minimum one theme park or zoo in every state by 2022.
2. Increase brand awareness to parents and families
a. This will happen through creating a strong social media following with a consistent
theme throughout all platforms.
3. Build a community around Trakid
a. By building a "community" we hope to use Trakid as a means for parents to connect on
Facebook and relate to one another about their fears with raising their child in today's
world.
4. Promote child safety
a. The entire basis of Trakid is child safety. once we are able to convince theme parks that
our product is necessary and create partnerships, we will focus 90% of our social
content on parents and caregivers.
 OBJECTIVES

Search engine Become verified on all

optimization Increase following on all platforms
platforms by 50%

Gain new users and

Boost brand engagement customers through social
comments, reviews, shares media reconigition
& likes
 STRATEGIES

Have large parks and bloggers endorse TraKid

Get testimonies of parents and children who used

TraKid and loved it

Create conversation between parents about the

importance of Trakid

Educate and inform parks of the benefits of having

TraKid at their locations
 TARGET
Personas that Personas with
own large parks Secondary young children
AUDIENCE
Optimal Target
and want to Audience that want to feel
primary
limit liability safe in public
places. Parents with young children
risks Optimal Target
Audience Babysitters
Secondary
Optimal Target
Secondary
Optimal Target
Park Owners
Audience Audience

secondary

Personas with a need Aquariums

that TraKid can satisfy Zoos
Museums
Nervous Nelly
Primary Target Audience: Nervous parents with young children
Type: Young, first-time mother with a 5 year old daughter.
Role: Keep her child safe while taking her to experience new, fun things.
Quote: “My favorite experiences growing up were when my parents took me to the zoo
and fair. I can’t wait to make those memories with my daughter!”
Motivation: Make memories with her son, be a “fun mom”, keep her child safe
Goals: Wants to ensure she doesn’t let her fear of her daughter running off stop her from
taking her to the zoo, fair or water park (all of Nelly’s favorites growing up).
Pain Points: Hears horror stories of parents losing their children in large, public places.
Wants to be able to focus on having fun with her daughter during their day at the parks or
zoo without being on edge that she’ll lose her.
Behaviors: Loves the chance to get her child out of the house, constantly worried about
doing the right thing as a mother, balancing work, play, love and taking care of her child
everyday, aspiring mommy blogger
Social Media Habits: Always on Instagram looking at friends' feeds and getting
inspiration for daily life, recipes and mommying, has joined several facebook groups with
other young mothers and keeps up with family members, loves watching TikTok and
making them with her little kid, doesn't have time for Twitter
OWNER OLIVER
Primary Target Audience: Park Owner
Type: Owner of Theme Park
Role: Increase revenue for the park, keep children safe, and maintain a positive
reputation for his park
Quote: “Nearly 400,000 children a year get separated from their parents for at
least an hour at amusement parks and Trakid has taken this worry away from
parents at my park." - A Park owner who has installed Trakid
Motivation: Has children of his own and understands the worry of fellow
parents. Also wants to create a positive experience for all ages at his park.
Goals: Gain more visitors and allow parents to have a worry free day
Pain Points: Parents not coming to parks because they are worried about their
child's safety, Is Trakid worth my investment?, Will parents want to use this
technology?
Behavior: Always trying to find new ways to make his theme park better than
competitors, known as a hard-working man, people pleaser, smart businessman
who thinks hard before making a change or investment
Social Media Habits: Goes on Facebook Daily, hears his kids talk about Tik Tok,
Follows close friends, family, and large organizations on Instagram, Reads Twitter
for News
 Organizations
Secondary Target Audience: Theme parks and Zoos
Type: Organizations that own zoos, amusement parks, state fairs and water
parks.
Role: Have less children lose their guardian, increase appeal for parents and
have less liability for the park.
Quote: “Our experience was so much more enjoyable knowing my son couldn't
get lost and that he was having fun wearing the bracelet!” - young mother
Motivation: Keep children safe & provide a better experience for consumers.
Goals: To ensure the fear of losing their child in a large crown doesn't stop
them from experiencing the park.
Pain Points: Wants to be able to focus on the park atmosphere, doesn't want
upset guardians, feels responsible for every upset guardian that panicked due
to losing their child for a moment.
Behavior: Always busy keeping the parks sanitized for every guest, looking for
new ways to improve customer satisfaction and support, bringing in thousands
of visitors each day
Social Media Habits: Looks to Facebook and Instagram for posts about their
park and customer service, rarely goes on Twitter, uses TikTok to show off new
rides and events
Laid-back Laci
Secondary Target Audience: Relaxed babysitters or caretakers of
elementary-aged children
Type: Young babysitter of 3 elementary-aged children.
Role: Keep the children she is babysitting safe, while not having to watch them/be by their
side all day.
Quote: “I always loved when my babysitter let me run around when she took me
somewhere, and this allows for safety and freedom at the same time!"
Motivation: A safe, fun time for the kids; ease of mind and relaxation for herself
Goals: Wants to ensure a fun and care-free zoo or fair trip for the children she is
babysitting, without having to watch them as attentively or be concerned for their safety
the entire time.
Pain Points: Doesn't want to be known as the "uptight babysitter", but wants to ensure
safety and security to the parents of the children she is babysitting. Wants babysitting to
be fun and not stressful.
Behavior: The chill babysitter everyone wants, wants the kids to like her but the parents to
trust her, finds the best activities to occupy the children (finds good activities without
breaking the parents bank)
Social Media Habits: spends far too many hours on TikTok, loves a good Instagram feed
and has several influences she follows religiously, checks into Facebook so can family can
see her life, looks at Twitter for humor and news
TOOLS AND TACTICS
Collaborate with young, mom influencers
Video of children in park using the bands
participating in the scavenger hunts and just enjoying the park
Create a specific hashtag for TraKid that generates user-friendly
content (#TheTrakidWay)
Establish a consistent theme across all social platforms
Have copy target specific personas
Post to Instagram and Facebook stories and go live
Create a consistent schedule for posting
Reply to posts and dms in a timely manner
 facebook tactics
Post 3-4 times per week
Use a mix of photos, videos and just words
Utilize Facebook stories to highlight videos of the target audience
using TraKid
Post videos of people's experience using TraKid to help form a
connection with users
Make the content Facebook specific
 twitter tactics
Engage with costumers and consider the platform as an
extension of the customer service department, i.e. answer
any questions tweeted and respond to any problems via
direct message
Tweet at theme parks to grab their attention and create a
conversation
Retweet families using Trakid
Retweet parks and other businesses using Trakid
Provide tips on how to best use Trakid
Make the content Twitter specific
Utilize hashtags in every Tweet to maximize the number of
people engaging with Trakid
 instagram tactics

Post 4-5 times per week on Instagram feed

Post on Instagram stories and reels for continuous brand
awareness
Make the content specific to the Instagram platform
Post videos and pictures of target audiences using and
enjoying TraKid
Be sure to engage and respond with followers through
comments and DMs
 editorial calendar

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

Post Post Post Post

- photo of a family/ child - photo & caption relating - picture of a child on the - about the weekend &
using TraKid to the b2b TraKid scavenger hunt wanting to be a part of it
w/ a short,cute, relative
caption

Tweet Tweet Tweet

- provide a link to a - write a quote from a - something that creates
relative article or video parent that's used TraKid traction to other
platforms

Post Post Post

- video of a users - a promo video - a photo about specific
testimony w/ TraKid parks we've partnered
with
targeted instagram post

Caption:
Christmas break is the perfect time to take
your kids to their favorite parks. Keep them
safe & smiling this season with Trakid!
 targeted instagram post

*screen recording of the Trakid app*

Caption:
Our app is simple and efficient making it
easier than ever to keep the little ones
safe. #TheTrakidWay
targeted facebook post
targeted facebook post
targeted twitter post
targeted twitter post
 monitoring
Tracking:
Occurs through TraKid proprietary database algorithm. Follows attendee behaviors, population
density, traffic patterns, and wait time.
Quantitative KPI:
Increased park and app traffic, especially in previously unexplored and unpopular park areas.
Increased vendor statistics through promotional codes from the TraKid app. Shorter wait times
through better traffic patterns. Positive responsiveness to daily quests.

Enhanced marketing and advertisement strategies based on customer response. Reached core
consumers through TraKid locator function. Included consumer participation through vendor
promotions and secondary-level park activity involvement (quests, puzzles, rewards, etc.)
Evaluation:
Monitor time of use throughout day and overall length. Evaluate attendee engagement and major
patterns that can highlight the major reasons for using TraKid. Monitor and moderate social media
presence through likes and comments. Follow best-performing platforms, and respond to attendees
quickly to ensure correct use and improved engagement.
 tuning
Update quests based on seasonal changes, new or unexplored park
areas. Update content to meet existing market as well as reach other
users, appeal to more demographics based on KPI and other insight.

budget
 ProxY ROI

Growth in TraKid user rentals. Growth of followers

and engagement on social media platforms.
Individual/non-prompted requests from park-
attendants. Higher rates of app use and park
involvement in previously unpopular areas.
Customer satisfaction through higher interest in
various attractions and response to app
promotions and vending.
QUESTIONS?