NAIFA
Organic Social Media Proposal
Link Creative proposes a 12-month organic social media engagement for NAIFA: a dedicated organic team plugged directly into your world, turning Life Happens video, education and membership content, and event energy into a steady, on-brand publishing rhythm, so your two-person communications team can stay focused on advocacy and members.
Overview
NAIFA serves 50 state chapters with a two-person communications team covering media relations, advocacy, and events. That team cannot also run consistent, scheduled, measured social media on top of everything else, so social stays reactive, strong content goes unposted, and no one has time to look at what is actually working.
This proposal is built to fill that exact gap. Link Creative would operate as an extension of NAIFA's team, taking the video from Life Happens, the education and membership content your team produces, and the energy from events like Protectors and Day on the Hill, and turning it into a steady, on-brand publishing rhythm across your channels. NAIFA keeps ownership and voice; Link carries the weight of production, scheduling, community management, and reporting.
Paid media is deliberately out of scope for now. With 16K LinkedIn followers and 7K Facebook followers already in place, consistency and volume of quality touchpoints will move the needle first, at no ad-spend cost to NAIFA. All figures below describe a fully organic program run inside NAIFA's existing HubSpot instance.
Investment
$2,595
per month · recommended plan
Term
12
months (6–24 month range)
Monthly output
20–24
posts published / month
Channels
4
LinkedIn · Facebook · Instagram · X
What we are measured on
Goals & Success Metrics
Every recommendation below traces back to the discovery conversation with Sheila. The engagement is measured on whether social becomes a planned, measured channel instead of a reactive one, and on membership-driven outcomes, not vanity metrics.
Turn unused content into a publishing engine
Give the Life Happens video library, member testimonials, LUTCF and education content, and press/event footage a central engine to tag, schedule, and distribute, instead of sitting unused.
Move from reactive to planned, with room for advocacy
Run a planned content calendar through HubSpot while reserving room for real-time advocacy and legislative moments, so breaking news no longer forces every other post out of the schedule.
Grow membership-driven outcomes organically
Grow sign-ups, dues renewals, and event participation organically, within a disciplined budget, with room to scale into paid media later once organic momentum is proven.
| Metric | Today | Target (month 6) | Source |
|---|---|---|---|
| LinkedIn followers | 16K | 20K+ by month 12 | company page, organic |
| Facebook followers | 7K | 9K+ by month 12 | @NAIFANational, organic |
| Posts published / month | ad hoc | 20–24 | Growth tier, scheduled via HubSpot |
| Monthly analytics feedback loop | none | report + insights every month | feeds next month's plan |
How creative, production and performance work as one
Approach
Our recommendation
Embed as an extension of NAIFA's team, not another vendor to manage. Link mirrors NAIFA's brand voice, coordinates directly with Life Happens and membership marketing, and runs on a planned calendar with a hybrid model that reserves room for real-time advocacy, so the strategy compounds every month instead of resetting.
An extension of your team, not another vendor
Link embeds into NAIFA's existing workflow and tools, mirrors your brand voice, and coordinates directly with Life Happens and membership marketing. NAIFA approves; Link executes.
Organic-first: no ad budget required to start
With 16K on LinkedIn and 7K on Facebook, NAIFA already has an audience. Conversion comes from consistency and volume of quality touchpoints, not paid spend, so every dollar goes to production and publishing now.
Repurpose the library NAIFA already owns
Link runs a digital content studio producing 80–100 short-form videos a week for clients, and points that same engine at NAIFA's existing footage and posts, cutting Reels, Shorts, and graphics from assets currently sitting unused.
Consistency you can measure
Everything runs on a planned calendar scheduled through HubSpot, NAIFA's existing hub, with a hybrid model that reserves room for real-time advocacy moments. Each month brings a clear read on what is working.
4 service lines · 13 deliverables
Scope & Deliverables
Scope is organized into four pillars, all organic. Volume and depth scale by package (see Investment below), but every engagement includes this core.
Organic Social Management
End-to-end ownership of the publishing rhythm: calendars, copywriting in NAIFA's voice, and scheduling through HubSpot, with a hybrid plan that keeps evergreen content flowing while leaving room for real-time advocacy posts.
| Deliverable | Cadence |
|---|---|
| Content calendar development | bi-weekly, Growth tier |
| Copywriting in NAIFA's voice | every post |
| HubSpot scheduling and publishing | ongoing |
| Hashtag and tagging strategy | every post |
Creative & Graphic Design
On-brand static and animated graphics built from NAIFA's identity: member spotlights, event promos, advocacy wins, quote cards, and campaign visuals such as Life Insurance Awareness Month, sized natively per platform.
| Deliverable | Cadence |
|---|---|
| Custom branded graphics | 12 / month, Growth tier |
| Carousels and animated posts | ongoing |
| Campaign creative (e.g. Life Insurance Awareness Month) | as scheduled |
Video Editing & Short-Form
Existing Life Happens footage, member testimonials, and event recordings turned into scroll-stopping Reels, Shorts, and clips, captioned, branded, and cut for each platform. Production capacity is not a constraint on Link's side.
| Deliverable | Cadence |
|---|---|
| Short-form video edits | 4–6 / month, Growth tier |
| Event content packaging | 1 / quarter, Growth tier |
| Captioning, motion graphics, repurposing | ongoing |
Community Management & Analytics
Monitoring and responding to comments and messages to keep the community warm, plus monthly reporting on reach, engagement, and growth, with plain-language recommendations that feed the next month's plan.
| Deliverable | Cadence |
|---|---|
| Comment and DM response | proactive, Growth tier |
| Monthly analytics report with insights | monthly |
| Real-time advocacy posting support | Amplify tier |
Not included in this scope
- Paid advertising and ad-spend management (Meta, LinkedIn, or otherwise)
- On-site filming, photography, and related travel
- Website design or development
- Email marketing and broader campaign management
- Original long-form video production from scratch
- Media buying or influencer contracts
Setup first, then a monthly rhythm
Timeline
Onboarding is designed to have content flowing within the first two weeks, with no heavy lift on NAIFA's team. From month two, the program runs on its ongoing monthly and weekly cadence for the balance of the 12-month term.
Week 1
Kickoff: access, brand, and priorities
Set up HubSpot and channel access, absorb NAIFA's brand guidelines and voice, and align on the first content themes, events, and advocacy priorities on the calendar.
Week 2
Content audit: mine the existing library
Inventory Life Happens video, member content, and past posts, identify the highest-value assets to repurpose first, and build the initial content calendar for approval.
Weeks 3–4
Go live: first posts scheduled
Approved content starts publishing on a consistent cadence. Community management switches on, and the real-time posting workflow is in place for breaking advocacy moments.
Ongoing, months 2–12
Rhythm and reporting
The first monthly report lands with clear reads on reach, engagement, and growth, feeding directly into the next month's plan. From here the strategy compounds.
Named people, one point of contact
Your Team
A small, named team runs the account end to end, with one point of contact so NAIFA is never chasing a team.
Account Lead
Lorenzo Costa is the single point of contact for strategy, approvals, and anything NAIFA needs.
- Own the calendar, channel strategy, and analytics
- Run the monthly strategy and review call
Social Strategist
Owns the calendar, channel strategy, and analytics that guide the next month's plan.
- Content calendar and channel strategy
- Monthly analytics and insights
Video Editor
Cuts Reels, Shorts, and event clips from NAIFA and Life Happens footage.
- Short-form video editing
- Event recap and repurposing
Graphic Designer
Builds on-brand static and motion graphics from NAIFA's identity.
- Branded templates and campaign creative
- Carousels and animated posts
Community Manager
Monitors, engages, and responds across channels to keep the community warm.
- Daily community management and inbox monitoring
- Async check-in by email or Slack
12-month engagement · USD
Investment
All figures are in USD, billed monthly. Every tier is fully organic and scoped to a 12-month engagement, with terms flexible from a 6-month minimum to a 24-month maximum (rates adjusted up or down accordingly). There is no penalty to move between tiers as results come in. Paid advertising and ad-spend management are excluded from every package.
Foundation
Facebook + LinkedIn · get consistent
$1,840
per month
- Facebook + LinkedIn managed
- 12–16 posts published / month
- Scheduled and published in HubSpot
- 6 custom branded graphics / month
- Business-hours community management
- Monthly content calendar and analytics snapshot
Term
12 months
Gets NAIFA's two priority channels onto a consistent, scheduled cadence for the first time, with a light analytics read every month.
Growth
Recommended+ Instagram + X · build momentum
$2,595
per month
- Everything in Foundation, plus:
- Adds Instagram + X (4 channels)
- 20–24 posts published / month
- 12 custom graphics + motion posts
- 4–6 short-form video edits / month
- Proactive community management
- Bi-weekly calendar + monthly report with insights
- Event packaging (1 / quarter), coordinated with Life Happens & Membership
Term
12 months
Recommended because it puts NAIFA's video library and event energy to work across four channels at a cadence that matches a 50-chapter organization, without adding paid spend.
Amplify
All 5 channels · full program
$3,349
per month
- Everything in Growth, plus:
- All 5 channels including YouTube
- 28–35 posts published / month
- 20 graphics + 8–10 video edits / month
- Ongoing event content packaging
- Dedicated social strategist
- Weekly calendar + monthly strategy call
- Real-time advocacy posting support
Term
12 months
The full program for NAIFA once organic momentum is established: weekly-cadence publishing across all five channels, a dedicated strategist, and real-time support for breaking advocacy moments.
Recommendation
We recommend Growth. Foundation proves the consistent cadence; Growth is what turns NAIFA's existing Life Happens library and 16K + 7K audience into a four-channel program with real production depth, while staying comfortably organic-only. Amplify is there to step up into once results are showing, with no penalty to move between tiers.
Media budget
All three packages are organic only and exclude paid media and ad-spend management. We have deliberately kept paid media out of scope for now; with audiences NAIFA's size, consistency and volume of organic touchpoints will move the needle first. Paid media can be scoped separately once organic momentum is proven.
Payment terms
- Billed monthly; pricing reflects a standard 12-month commitment.
- 6-month minimum, 24-month maximum term; rates adjusted up or down for shorter or longer engagements.
- No penalty to move between tiers as results come in.
- On-site filming, photography, and related travel are not included; editing draws on content supplied by NAIFA and Life Happens.
- NAIFA grants appropriate access to its HubSpot instance and social profiles; a single approver on NAIFA's side keeps sign-off fast.
Figures are valid for 30 days from the proposal date and assume the scope and assumptions below. Post volumes are targets across a typical month and flex naturally around events and advocacy cycles.
What the fee depends on
Assumptions & Exclusions
Assumptions
- Content capture happens through NAIFA's existing sources, Life Happens' video team, and internal contributors; Link handles the editing, packaging, and distribution.
- Link is granted appropriate access to NAIFA's HubSpot instance and social profiles at kickoff.
- A single approver on NAIFA's side (Sheila) keeps content sign-off fast; approvals turn around within a reasonable window so publishing stays on schedule.
- Pricing reflects a 12-month engagement, billed monthly; terms can flex from a 6-month minimum to a 24-month maximum, with rates adjusted accordingly.
- Post volumes are targets across a typical month and flex naturally around events and advocacy cycles.
Exclusions
- Paid advertising and ad-spend management
- On-site filming, photography, and related travel
- Website design or development
- Email marketing and broader campaign management
- Original long-form video production from scratch
- Media buying or influencer contracts
Open questions
- Which starting package should we confirm: Foundation, Growth, or Amplify?
- Who besides Sheila should be looped in as an approver or content contact for state chapters?
- What is the target kickoff date so the first shoot-free content audit can begin within week one?
- Are there upcoming events (Protectors, Day on the Hill, or chapter-level events) that should anchor the first month's calendar?
Creative · production · performance, one team
Why Link Creative
Link Creative is a digital content studio built for organizations that have more story to tell than time to tell it. With team members in key U.S. markets, Link fits naturally alongside NAIFA's 50 state chapters, bringing agency-grade production and the reliability of a partner who treats NAIFA's brand like our own, without adding headcount or another tool to manage.
80–100
short-form videos produced weekly across Link's roster
5
social channels under one roof for NAIFA
1
seamless extension of NAIFA's team
Related work
Gould Grieco & Hensley
Professional services · organic social
Organic social partner for a professional services firm building consistent, trustworthy brand presence, a comparable communications challenge to NAIFA's member-facing voice.
Next Steps
Three steps from this proposal to the first shoot.
Select a starting package
Choose Foundation, Growth, or Amplify. There is no penalty to move between tiers as results come in.
Sign and share access
Sign the agreement, then grant HubSpot and social profile access so onboarding can begin immediately.
Kickoff within two weeks
Week 1 access and brand alignment, week 2 content audit, and first posts live by week 3–4, on the cadence set out in the timeline above.
Review & sign
Accept NAIFA — Organic Social Media Proposal by signing below. Use the email address this proposal was addressed to.
Electronic signature disclosure
By drawing and submitting your signature, you agree that it constitutes your legally binding electronic signature under the US ESIGN Act (15 USC §7001) and applicable state UETA statutes, with the same legal effect as a handwritten signature. We record your name, email address, IP address, browser user-agent, and timestamp at submission; this audit trail is retained alongside the proposal.
Read the full Creative Services Terms and ConditionsBy signing you agree to the scope, investment and terms above. Questions first? info@linkcreativeco.com
Direct contact: info@linkcreativeco.com
Link Creative · 350 W Ontario St, Suite 5E, Chicago, IL 60654 · linkcreativeco.com
Confidential — NAIFA · Organic Social Media Proposal