EXPLORING A NEW MARKETING

CAMPAIGN AND ENSURING THE

SUCCESS OF TEACH 2 REACH

George Mason University 180 DCDylan Maher

Evelien Krijnen

THE CASE

INITIAL STATE OF THE CASE• Limited presence on social

media.• Absence of integration of

social media outlets.• Lack of marketing campaign

& database.– Minimal resources for

implementation.• Minimal public knowledge of

Teach 2 Reach program and Zambian mission trips.

STRATEGY

NEW MARKETING CAMPAIGN• Integration of social media platforms– Hootsuite, Twitter, Tumblr, Facebook,

Instagram, Pinterest• Creation of new media database• Designed manual to aid future marketing

intern to ensure success of Meant 2 Live social media presence

• Discovering new ways to display already existing media content

• Increased presence of Teach 2 Reach representation throughout media platforms

TUMBLR• Creation of live Tumblr page

formatting & theme design.• Formatting Tumblr to act as

connecting source of Meant 2 Live Foundation social media platforms.

• Collection and assembly of Meant 2 Live media database with: videos, testimonials, photographs, blog posts, and miscellaneous media.

• Creation, organization, & scheduling of media blog posts for display on Tumblr page currently and in future.

• Enhance accessibility to existing Meant 2 Live correspondence.

ANALYTICS

DELIVERABLE

INSTAGRAM

• Branding• Positivity/motivation• Quote incorporation• Use of bright colors• Pictures of the actual children

ANALYTICS

DELIVERABLE

PINTEREST• Optimize name, boards, and pins for

a search• Consistently pinning• Optimal and different times of the

day• Repin older pins• Participate in Group Boards

ANALYTICS

DELIVERABLE

TWITTER• Tweet at least 3 times a day– Links to facebook and Tumblr,

pictures of instagram• Use hash-tags; M2L and

trending hash-tags• Use pictures• Advertise Zambia, variety of

Meant 2 Live positions, opportunities to get involved, and donation options

• Built database with mock tweets, facts, and quotes

ANALYTICS

DELIVERABLE

FUTURE OF CAMPAIGN

TIMELINEMonth

May - Upcoming mission trips, relate to Zambia, #whyzambiawednesday- Be up to date with newsletter and M2L website- National Teacher’s Day (May 6th)

June - Sharing past mission trip experiences from other M2L volunteers to gain interest for upcoming trips

- Share past videos or upload new videos and remain integrating social media hash-tags

July - Collect media from summer trip to start sharing right away- Post previous experiences (videos, testimonials etc.) and about how people can

get involved the next year- World Youth Day (Date TBD)

August - Remain updated on newsletter and M2L website- Post media of trip and share links on how to get involved, donate to M2L, or

sponsor an orphan

TIMELINEMonth

September - Remain updated on newsletter and M2L website- Share upcoming events and ways to get involved (donations, sponsoring

orphans, etc)- International Peace Day (Sept. 21st)

October - World Smile Day (Oct. 2th), Make a Difference Day (Oct. 24th)- Remain updated on newsletter and M2L website

November - Remain updated on newsletter and M2L website- Incorporate thanksgiving and share upcoming events- Universal Children’s Day (Nov. 20th)

December - Remain updated on newsletter and M2L website- Share holiday celebrations and media from Zambia and the orphans at the

school, emphasize sponsoring an orphan as part of the holidays and New Year’s holidays

TIMELINEMonth

January - Remain updated on newsletter and M2L website- Wish followers a Happy New Year, create posts on M2L’s aspirations and plans

for the new year- Recap accomplishments and stories from the previous year

February - Remain updated on newsletter and M2L website- Begin sharing info about upcoming mission trips in the summer and share

experiences and media from past summer’s mission trips - Valentine’s Day (Feb. 14th)

March - Remain updated on newsletter and M2L website, integrate hash-tag,s keep followers up to date on how to get involved, and how they can donate to M2L

- International Earth Day (March 20th)

April - Remain updated on newsletter and M2L website- Share info about upcoming mission trip, share past experiences, and integrate

social media hash-tags

FURTHER SUGGESTIONS

RECOMMENDATIONS• Finding more teachers for Teach 2 Reach– Create a brochure about the summer programs

and opportunities– Spread to local religious based schools and

churches as a start; Paul VI Catholic High School• On-campus connections– Develop a study abroad program for credit

within New Century College– Reach out to on-campus organization: CRU,

volunteer organizations like Alpha Phi Omega

RECOMMENDATIONS• Social Media Recommendations– Follow other non-profits doing similar work;

partnership• Global Youth Partnership for Africa (GYPA): fostering

understanding between young American and African leaders, exchange programs

– Tailwind app for Pinterest analytics, SocialBro– Hootsuite

• Interaction– Keep hash-tags relevant– Use at fund-raising events

TEACH 2 REACH

TEACHING POSITION• Heather Neiderer, 24• Teacher: private school,

middle school history• Shares similar spiritual

mission• “Everyone’s story is

special and you may never know whom it might impact.”

THANK YOU!