BOW & ARROW AGENCY

WVU Capstone Experience

To provide our clients with competitive insights, utilizing digital outlets and strategic planning to reach objectives of the organization.

Our Mission

Our Experience

What You’ve Asked Of Us

Objectives Create a digital and social communication

approach that CASAColumbia can implement to:

Raise awareness and reduce the stigma of addiction among

target audiences

Establish CASAColumbia as a reputable organization in its competitive set online

Insights

Focus Group 10 participants

Ages 18-22 Assess:

Preferred social media outlets Attitudes formed by CASAColumbia’s current

digital efforts Existing opinion on addiction as a disease Influence of credible sources on social media

Audience Insights General Consumer

Highly influenced by social media Trust credible or well-known sources Information Seekers

Healthcare Professionals Credible medical professionals with additional

celebrity status have a stronger social media following

“This looks like the stereotypical alcoholic that ends up homeless and begs for money on the side of

the street.”

Insights Current social media material

and website supports the stigma Photos Posts

Insights – The Competitive Set

Viral social media campaigns Non-Profit organizations in the competitive

set gain Recognition Following Credibility

Partnership of influence Credible Source Credible organization

Insights No sound voice already on

social media advocating addiction as a disease

Can be the first voice Not reinventing the wheel

Other similar organizations lack mass recognition

There is a demand for the information

No supply…until now

Strategies

Reach general consumers who, Are impressionable

information seekers Seek information

via social media Are valuable to

cause

Rebrand all digital media with the consistent message that: Addiction is a disease

that can be treated, prevented and cured

Eliminates the stigma Reinforce engagement

Strategy 1 Strategy 2

Strategic Considerations

Our plan is to establish a strong understanding and impression within the organization, before reaching out to the target audiences.

Gain access to other target audiences through the initial efforts of Increasing knowledge among the consumer Word of Mouth Domino Effect

Where do we start?

Tactics

Social Media Reform

“Prevent disease, fight addiction”

Start from scratch Develop material consistent with

message Eliminate material with negative

connotation Assimilate with medial culture

Positivity Concentrate on cure

Reinforcement and propagation of addiction as a curable disease

Social Media Reform

Progressive

Consistent

Positive

Motivational

Social Media Reform

Eliminate biased posting toward the marijuana user Developing legislation Change of landscape Automatically excluding large audience Medical use Alienation of donors, legislators, health

professionals and policy makers

Website Alignment Website language and photos must

remain consistent with social media efforts

Search engine optimization Social media postings will drive

website visits Consistency builds trust among the

consumer

Spread information To change consumer attitudes,

information must be made available to: Information seekers Impressionable users

Celebrity followers Loyal organization followers

Reach the audience via social media Establish a professional relationship with

a credible source Already has following Expand message Reach large audience, without waiting to

obtain recognition the source has Celebrity source more influential via social

media Online recognition will create organizational

recognition

Communications Objectives Assessment

1. Social media following facilitates the spread of information

2. All material observed and obtained by the user will advocate addiction as a disease, eliminating the stigma

3. Increased share-of-voice and engagement will follow reinforcement of online channels

4. Increased sharing of resources will result from increased interest and exposure to the cause

30 Day Increments 3 Phases

90 Day Kick Off Plan

Phase 1 – Digital Rebranding

PR Associate – Social Media Manager Direct full attention to social media

strategy implementation

Reformat material, delete existing material

Ensure compatibility of social media and website

Phase 2 – Establish Following

Establish professional relationship to reach audience

Gain exposure through referred social media posting

Emerge through social media channels endorsed by source with following

Well-known, credible

Celebrity Status

3.5 Million followers Supports cause

Phase 2 – Establish Following

Phase 3 – Implementation September 2014

25th year of National Recovery Month

Implement campaign with Dr. Oz Daily strategic posts reinforcing

attitudes Establish social media following

September 1“Webisode” issued by Dr. Oz via Youtube, posted through his Twitter

Announce National Recovery Month Call-to-action is following

CASAColumbia Influence users to follow Declare war on the stigma #NewStigma

Daily Posts CASAColumbia Twitter

4-6 Posts Daily Call-to-action to visit site Engage with the consumer Photo #NewStigma / #WhatsYours

promotion Dr. Oz Referral

Facebook posts will be limited 1-2 daily, however will remain consistent

with Twitter messages

Dr. Oz’s Involvement 15 Tweets in the month of

September 75% align CASAColumbia with National

Recovery month 25% promote #thestigma

3 Webisodes Kick-off Informational Conclusion

Measurement

Measurement Social Media Impact

Increase of followers Verified on Twitter Website hits Retweets and

favorites Facebook friends

Overall Communications Impact Attitude change

Consumer brand awareness

Media placements Social media campaign

recognition