Define Your Brand Identity + Mission/Vision: in the first stage, I helped evaluate Candids message to date, along with their brands long-term goals and vision.

Identify Your Target Audience: specifically this was college students, but we also laid the groundwork for the segmentation that would come later.

Establish Key Messages: these were terms and phrases that can be used on social, emails, and any other external messaging + terms to avoid.

What sets Candid Apart: this includes value propositions, problem statements and high points.

Craft Messaging Frameworks: external messaging, one liner, two liner, long description and analogy statement.

When to Use: outlined the instances the playbook would be helpful to refer back to (from internal team to investors)

Product Copy Audit: assessed the current copy on onboarding + throughout app.

Audience Breakdown: first, broke down the audience we wanted to attract with content! This was the foundation of the strategy.

Competition Analysis: conducted a deep dive into 3 of Candid's top competitors + create a takeaway list with what we liked + disliked and how we could get inspired for Candid.

Content Buckets: created four content buckets -> this included descriptions, frequency of posting, goal and examples.

To-Do Notion Board: developed a TikTok to-do Notion board to allow the internal Candid team to replicate and use for themselves.

Monthly Themes: created a board with monthly themes for candid to follow. This could also be duplicated internally!

Repurposing Strategy: outlined the strategy from TikTok -> Instagram.

A sneak peek into the TikTok account Sam at Candid -> the goal was to create content to provide value and entertainment. This content could be cross posted and used in ads for future goals.

Would love to connect further about how I can set the foundations for your brand to have a scalable and successful social strategy!

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