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MASSAGEROMAN PARADIGM
TEAM MEMBERS AND RESPONSIBILITIES
Kenan Vilic
Account Executive
Joachim Custodio
Twitter Content Strategist
Allison Adams
Results Analyst
Karlene Simon
Twitter Content Copywriter
Ezra Tesfay
Facebook Content Strategist
Vincent Vicini
Facebook Content Copywriter
ABOUT ROMAN PARADIGM MASSAGE
• The name itself symbolizes a lifestyle of relaxation, massage, and bathing as the ancient Romans lived by.• Focuses primarily on sports
therapy, clinical massage, chiropractic care and relaxation massage.
ABOUT ROMAN PARADIGM • The target audience is focused on
people feeling muscle pain, joint stiffness and stress.• Every visit to the office guarantees
consistent satisfaction. Roman Paradigm has established itself in the Bay Area, especially from treating members from the Sharks and 49ers organizations.
S.W.O.T. ANALYSISStrengths • Established Business• Community Involvement• Strong Brand Personality• Clientele base is strong• New Website
Weaknesses• Low engagement on social
media• Facebook and Twitter linked• Shifting traffic from old
website to the new one
Opportunities• Twitter Growth • Strengthen Brand Loyalty • Prime Proximity• Expansion Target of Audiences
Threats• Cluttered Competition • Massage Market is low• Perceived as Luxury Service
OBSTACLES TO CONTENT CREATION• Shifting traffic towards new website• Relating content back towards Massage Therapy• Simplifying messages • Low audience engagement
PROCESS OF SELECTING THEMES
• To create attractive, compelling content that would facilitate user engagement• What was relevant and timely• How to promote gift certificate sales
CONTENT THEMES• Massage Techniques• Healthy lifestyle• Staff Highlighting• Special Events• DIY Massages• Current Events• Well-Being• Food• Promotions
PROCESS OF CREATING CONTENT• Provided massage techniques from Roman Paradigm’s new
website• Posted Blog posts from Roman Paradigm’s staff that promotes
a healthy lifestyle• Employee of the Week• Creative content to increase awareness of gift certificate
opportunities• Preparing content for upcoming events such as sports games,
elections, and holidays• Post content that relates to followers and fans
EXAMPLES OF CONTENT CREATED FOR ROMAN PARADIGM
BEST AND WORST PERFORMING FACEBOOK CONTENT
Best Worst
• Relevance to current significant event
• Images not eye-catching
BEST AND WORST PERFORMING TWITTER CONTENT
Best Worst
• 481 Organic impressions• Current involvement in trending
hashtags
• 105 organic impressions • Lack of image
RESULTS
• We unlinked the Facebook account from the Twitter account and created independent content for each platform. • Created a larger presence on Twitter• Refocused content on company promotions
and branding image