Strategic Story Telling with Instagram

For this assigment I was tasked in a group of 4 others to create 3 Instagram posts utilizing the 3 act structure.

Post 1

Caption:

@TherapyTails: Linda’s world changed in an instant. After losing her leg on the frontlines, the Olympic runner who once soared through the tracks now faced a new battle: how to navigate life without the thing that had defined her—running. 💔 But then came Theo, a service dog from Therapy Tails, who gave Linda something she thought she'd lost forever: hope. 🐾❤️

Together, they walk, side by side, embracing each step of this new journey. With Theo by her side, Linda proves that even when life changes, resilience can carry us forward. 💪✨

#AdoptDontShop #VeteranStrong #HealingTogether #TherapyTails #NeverStop"

Post 2

Caption:

@TherapyTails: Meet Alex, a young boy who lost his mom in battle. His world was shattered, and he fell into darkness.

But then he met Rigley, his loyal service dog. Rigley's unwavering companionship pulled Alex out of the depths of depression and back into the light.

Today, Alex and Rigley are inseparable. Their bond is a testament to the transformative power of love and companionship. Consider opening your heart and home to a furry friend like Rigley. Adopt, don't shop! #dogadoption #veteransupport #serviceanimals

Post 3

Caption:

@TherapyTails: Meet Charles, a dedicated war veteran who served in Afghanistan. Driven by a deep sense of duty, he faced the harsh realities of war without hesitation, always putting others before himself. But in a moment that would change everything, a shrapnel injury left Charles blind. 

However, in the face of adversity, Charles wasn’t alone. Enter Max, a steadfast and loyal service dog who became his eyes, strength, and companion. Max’s presence isn’t just comforting; it’s transformative. Every step Charles takes is guided by Max’s unwavering support. Together, they form a bond that transcends words, a partnership built on trust, love, and a shared determination to face each new day. Max doesn’t just assist Charles—he gives him back his independence, his confidence, and his sense of purpose.

Charles and Max’s story is more than a “Tail” of survival. It’s a powerful reminder that even in life’s toughest battles, there’s always hope, resilience, and the strength to overcome. Their journey embodies the incredible difference a service dog can make in the lives of veterans. Max doesn’t just change Charles’ life—he reminds all of us that true strength lies in the bonds we share.

At Therapy Tails, we believe in the life-changing power of service dogs. They’re not just companions; they’re heroes in their own right, offering unwavering support to veterans who’ve given everything for their country. Join us in supporting these incredible animals and the veterans they serve. Together, we can help make a difference.

#ServiceDogHeroes #SupportOurVets #BeyondTheBattle #BlindButNotDefeated #VeteranStories #DogsofInstagram #PawsWithPurpose

Community Engagement Strategy

Following our social media platforms and having the community use the hashtags to increase engagement we could also have it be a place to share their adoption stories. Another way to engage through social media is to do toy giveaways, exclusive offers, fundraisers, Puppy pop ups (meet and greets), and polls for Q&A. An engagement strategy could be replying or reposting their hashtag stories. Implementing these engagement strategies would increase the variety of attraction to our page and make users more interested when there are new posts. Users seeing their posts make it onto our page would create exclusivity and highlight their story. The narratives we already have are relatable for a diverse crowd of people and can make people want to open up and be able to be vulnerable because of the posts we have already created/ shared. Emotional support animals are a large part of many people’s lives and can be a necessity for some people.

Implementation Plan

On December 11th, the first post including Linda’s story, will be posted on our Instagram feed at 10 am and reposted on our Instagram story with a link to our website. That way, viewers can easily access more information and become involved in our mission. We will repeat the same implementation the following 2 days with Charles’ and Alex’s stories. With Charles’ story post, we will put a question and answer box, asking our followers “Share your dog’s name and the story behind it” to engage the community. With Alex’s story, our final post, we will repost it on our story and encourage our followers to post their own stories about their service dogs with the hashtag #therapytailstales. Through these actions, we hope to engage the community of service dog users and vets, and to advocate the importance of our mission.

Tracking & Evaluation

In order to evaluate the success of our media, key performance indicators will be monitored to accurately assess and tweak campaign posts to obtain high engagement with our following and the public. The key performance indicators that will be measured are the number of likes, comments, and shares on each post. Similarly, we’ll use instagrams’ metric program to monitor the number of accounts our posts reach compared to the number of individuals who interacted with our posts to assess whether or not our advertising strategy is working. If the number of interactions are low compared to our views or following, changes will be made to our campaign in order to increase engagement.