Creative BriefThe Agency’s Instagram Identity and Future Persona

@shepherdagency

Positioning:Shepherd is an advertising agency offering integrated branding, marketing, public relations and interactive services with offices located in Jacksonville, FL and Atlanta, GA.

Objective: To reinvigorate the current Instagram account Further our image and promote the brand of the agency Increase the amount of followers and content found on the platform Tell a story through images about what Shepherd represents Connect better with the community through social influence

Who are we talking to? The demographic of Instagram users is a majority of 18-29 year olds Current clients, future clients, people within the community and others in the advertising industry

What should the advertising do? Engage the audience and promote a connection with the agency Encourage people to follow our account Communicate the culture that lies within the agency and diversifies us from other agencies

How will it do this?Through the use of images, hash tags, captions and some reposts, this account will stimulate an attraction to our agency and the people that are involved.

The single most important thing we can get across to achieve this?That Shepherd is more than just an advertising agency. Shepherd embodies the creative spirit, a voice for clients and is built upon a foundation of motivated, intelligent, humorous individuals that are just like you.

Why should people believe us?People should believe us because this account will provide physical evidence of how passionate this agency is about their clients, projects and the people that are a part of it.

What is the brand’s character?Genuine, honest, unique and creative.

What mandatories are there?Profile icon150-character bio descriptionWebsite URLSeries of posted images

Instagram: Post Brief

*If the picture has not been provided then please provide a description of the potential image and the following information.

Description:

Caption:

Hashtags (4 to 5 maximum): #shepherdagency #agencylife

Location tag:

Tags (if you are tagging any other users):

Will you be sharing this Instagram post to any other social media platform that represents Shepherd? If so then please give a reason of what the intention of displaying this post is.

Goal of the post:

Target Audience:

X(Photo Here)

Instagram: Post Brief

*If the picture has not been provided then please provide a description of the potential image and the following information.

Description: N/A

Caption: The agency is glad to see our bright and sunny city again (sun emoji)

Hashtags (4 to 5 maximum): #shepherdagency #agencylife #jaxgrammers #igersjax #thisboldview

Location tag: The Robin Shepherd Group

Tags (if you are tagging any other users): @elliehinck

Will you be sharing this Instagram post to any other social media platform that represents Shepherd? If so then please give a reason of what the intention of displaying this post is.

No because I don’t believe that it is a formal enough post to sponsor on other pages.

Goal of the post: To allow viewers to see what an incredible view we have from our office and the passion we have for serving the clients of our city.

Target Audience: Anyone from ages 15-45, I’m guessing.

February Facebook Posts for Client

Felix de Crano Special Exhibit 2/1 – 3/1 Here’s a picture of Felix de Crano to post:

https://paintinginparadise.wordpress.com/exhibition/featured-works/decrano_studioshot/ Feature a piece of art such as this one

http://www.artfixdaily.com/artwire/release/5676-rediscovered-artist-felix-f-de-crano-featured-in-exhibition-at-li

Ask followers to “Like” post if they are or plan on attending Where is there a marker that commemorates Felix de Crano’s life located in St. Augustine?

Answer: Valencia Street on the campus of Flagler CollegeRe-riding History: From the Southern Plains to the Matanzas Bay 2/1 – 2/28

Post an interesting fact about the exhibit such as this one:Each artist participating in the exhibition was asked to create a piece of art based on

their personal response to the historical journey of the Fort Marion prisoners. Share this link to allow followers to read about the artists that will be featured at the exhibition

http://www.reridinghistory.org/#!artist-statements-and-bios/canp Here’s a picture to post of a piece of art being featured at the exhibit by Tony Tiger

http://www.reridinghistory.org/#!Tony%20Tiger/zoom/c199t/imagez4mClyde Butcher, Photographer 2/5

Feature a piece of photography such as this one http://www.clydebutcher.com/image/50

Ask followers, “What is your favorite photo from Clyde Butcher’s gallery?”-Provide link to his gallery as a reference

http://www.clydebutcher.com/photographs

Post a “Did you know…” fact about how - Clyde Butcher has received the Lifetime Achievement Award from the North American Nature Photography Association and has been given the honor of being Humanitarian of the Year for 2005 from the International University.

Additionally, he received the 2011 Distinguished Artist Award from the Florida House in Washington, D.C. and the Sierra Club has given him the Ansel Adams Conservation Award, which is given to a photographer who shows excellence in photography and has contributed to the public

awareness of the environment.

Encourage followers to watch videos about Clyde Butcher so that they will know more about his work and can be prepared for his speech at The University of Florida.

http://www.clydebutcher.com/videos

Create and promote a ticket giveaway? Since tickets are only $25.

Here’s a picture of Clyde Butcher to post;

http://www.groupersandwich.com/news/wp-content/uploads/2014/02/Clyde_Butcher_t607.jpg

Travis Tritt, PV Concert Hall 2/6

Post a music video to promote Travis Tritt’s upcoming performance in the area.

Music Video - http://youtu.be/29ebiwO4O70

Live Video - http://youtu.be/THtX7H6ZJi8 (Received the most views)

Post a “Did you know…” fact about how Travis Tritt has been a member of the Grand Ole Opry since 1992 and has received two Grammy Awards.

“Like” if you are attending this concert.

Create and promote a free parking pass and/or restaurant/bar gift card giveaway.

Here’s a picture of Travis Tritt to post;

http://extras.mnginteractive.com/live/media/site525/2014/1208/20141208_012318_TravisTritt.jpgRemembrance Ceremony and Marker Installation 2/7

Post a short description of the event and provide a link to a historical account about the Middle Passage to educate followers. Like this, for example:

On February 7th, there will be a remembrance ceremony and a marker unveiling honoring those who died in the transatlantic voyage known as the Middle Passage. Read more about the history of the Middle Passage here - http://www.pbs.org/wgbh/aia/part1/1p277.html

Chamber Music Project Concert 2/8

“Like” if you are attending.

“Like” if you are a fan of Mozart, “Share” if you are a fan of Verdi, or comment if you are a fan of both Mozart and Verdi.

Post facts about each composer. Here are some examples;

Mozart

- By the age of 6, Mozart was writing his own compositions.

- While visiting the Vatican, Mozart heard Gregorio Allegri’s Miserere performed in the Sistine Chapel. He was able to write out the entire score from memory.

- Mozart earned a substantial sum from his successful operas, but he was extravagant in spending and often ended up in financial difficulties.

http://www.biographyonline.net/music/facts-mozart.html

Verdi

- He gave his first public performance in Bussetto in 1830 at the home of Barezzi, a local merchant and music lover who had long supported his musical ambitions.

- Barezzi invited Verdi to be his daughter Margherita's music teacher, and the two soon fell deeply in love and married.

- It was while, he was working on his second opera, Un giorno di regno, that Verdi's wife, Margherita, died at 26. The opera was a flop and the composer vowed to give up composing forever. However, he was persuaded to write Nabucco - with its famous Chorus of Hebrew Slaves - and its premiere in March 1842 made Verdi a star.

- Traviata was based on Alexandre Dumas' play The Lady of the Camellias, and became the most popular of all Verdi's operas. 

http://www.classicfm.com/composers/verdi/guides/verdi-facts Encourage people to read about Mozart and Verdi by providing links to a biography page.

http://www.biography.com/people/giuseppe-verdi-9517249http://www.biography.com/people/wolfgang-mozart-9417115

Create and promote a ticket giveaway? Here’s a photo from a performance given by the FL Chamber Music Project that you could share;

http://augustine.com/sites/default/files/styles/cover/public/events/cover/fl_chamber_performance_5x3.jpg?itok=piqMzJ6m

Ingrid Michaelson, PV Concert Hall 2/10

Share a music video such as this one;

http://youtu.be/jJOzdLwvTHA

Ask followers “What is your favorite song?” Make a fill-in-the-blank post for followers to respond to. They must fill in the missing word for the

following verse, “Let’s get rich and give everybody nice ____________________ and teach them how to dance.”

Answer: sweaters

Create and promote a free parking pass and/or restaurant/bar gift card giveaway.

Here’s a picture of Ingrid Michaelson to post;

http://www.wfuv.org/sites/default/files/audioarchives/photos/ingridmichaelson.jpg

John Hammond, PV Concert Hall 2/20

Here’s a short bio about John Hammond that I have thrown together. Make changes to it as you wish!

John Hammond is an American blues singer and guitarist. His father, John Hammond, Jr. was a famed record producer and talent scout and his mother, Jemison McBride, an actress. As a result of the family’s involvement within the entertainment industry, Hammond began playing guitar in high school. He attended Antioch College for one year until he decided to drop out and pursue his music career. Since 1962, Hammond has produced thirty-four albums. He has received one Grammy Award and has been nominated for four others. Also, he is the only person in history to have had Eric Clapton and Jimi Hendrix in the same band, at the same exact time.

http://en.wikipedia.org/wiki/John_P._Hammond Create and promote a ticket giveaway?

Share a music video such as this one;

http://youtu.be/lTs6DC3byWc

Try to create a discussion about how John Hammond’s father is a record producer. Maybe this is how he got involved in the music industry?

Here’s a picture of John Hammond to post;

http://www.sfblues.com/performers/2007/500/johnhammond.jpgLeo Kottke 2/26

Post a “Did you know…” fact about how – Leo Kottke began to suffer from a painful bout of tendinitis and nerve damage that was caused by his aggressive picking style. As a result, he had to change his picking style and changed the positioning of his right hand to avoid further stress of the tendons.

Ask followers “How many strings does Leo Kottke’s guitar typically have?”Answer: 12 strings

Share a music video such as this one;http://youtu.be/lnQTC5ICGik

Create and promote a free parking pass and/or restaurant/bar gift card giveaway. Here’s a picture of Leo Kottke to post;

http://upload.wikimedia.org/wikipedia/en/8/8f/Leo_Kottke_in_concert_Kansas_City_2008_by_db.jpgDoobie Brothers with Marshall Tucker, 2/27

Ask followers “What is your favorite Doobie Brothers song?” Share a music video such as this one;

http://youtu.be/T3GBT1bGIV4

Create and promote a free parking pass and/or restaurant/bar gift card giveaway for the first person to answer the question correctly.

- How many people are in the band?

- How many Grammy’s were they awarded?

- What was their biggest hit in _________? (Pick one of the following years or create multiple posts with this question to generate more interaction between the page and its followers)

o 1978, Answer: “What a Fool Believes”

o 1973, Answer: “Long Train Runnin” (One of the band’s most popular songs)

o 1972, Answer: “Listen to the Music”

o 1975, Answer: “Take Me in Your Arms (Rock Me)” Hint that you can give along

with the question—It’s a cover of a ‘60’s R&B Motown hit by Kim Weston

Here’s a picture of the Doobie Brothers and Marshall Tucker to post;

Doobie Brothers - http://www.idahofair.com/images/2014/images/DB_2011_8ManPlain.jpg

Marshall Tucker Band - http://imgsrv.b97hawaii.com/image/knwb/UserFiles/Image/events2014/Marshall%20Tucker%20Band/Marshall_Tucker_Band.jpg