Date of Defense

4-24-2026

Date of Graduation

5-2026

Department

Communication

First Advisor

Randy Ott

Second Advisor

Greta Faworski

Third Advisor

Erin Lowe

Abstract

This social media marketing plan was developed for Kalamazoo Loaves & Fishes (KLF), a nonprofit food bank in Kalamazoo, Michigan. The purpose of this plan is to strengthen the organization’s social media presence and utilization through strategic integration, expanded organizational reach, and consistent branding. The plan includes a situation analysis, SWOT analysis, social media audit, audience analysis, evaluation of KLF’s current social media presence via Instagram, Facebook, and TikTok, analysis of audience demographics, and the development of a Social Media Big Idea that outlines strategic changes. Although established with strong community partnerships and positive reputation, opportunities exist to increase awareness and engagement. Facebook and Instagram are identified as the best platforms for effective outreach according to the demographics that made up their audience.

The Social Media Big Idea serves as the foundation of the plan. It emphasizes the people that make up not only the organization but the community as a whole. Strategies include volunteer spotlights, behind-the-scenes content, community partnerships, event recaps, and specifically making sure to highlight personal experience and community impact. By aligning with the mission of KLF, this plan provides actionable recommendations to strengthen stakeholder relationships, expand community engagement, and support the mission to create a hunger-free Kalamazoo.

Access Setting

Honors Thesis-Open Access

Additional Files
Mulock Thesis Presentation.pdf (22900 kB)
Presentation
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