byu communications capstone - client presentation
TRANSCRIPT
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Research
Challenges Strengths
Cohabitation is Popular
Negative External Factors
No Role Models
Desire to Better the World
Desire to Achieve Marriage
Statistics Support Marriage
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Situation Analysis
Millennials want marriage...
But don’t know how to succeed at it.
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Raise awareness of the importance of marriage to society and reinforce it as a meaningful way for individuals to achieve life’s greatest meaning and joy.
Campaign Goal
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Married Millennials
Female MillennialsMale Millennials 24-29Male Millennials 18-23
Key Publics
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“Hub & Spoke” Strategy
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Objectives & Evaluation
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Tactic Examples - YouTube Videos
● Short, entertaining, shareable
● Used for YouTube pre-roll advertisements
● Immediately engaging
● Based on YouTube’s “Video Playbook”
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Tactic Examples - WiFi Hotspots
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Tactic Examples - Mobile App: “Hooked!”
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Tactic Examples - “TED” Talks
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Tactic Examples - Other Social Media
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Campaign Scope
Mountain West
Sun Belt
American Southeast
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Key Points
Hub-and-spoke strategic approach.
Highly targeted strategic campaign.
Affordable with significant results.
Raise awareness and motivate millennials.
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