socialgood final

8/13/2019 SocialGood Final

1/22

+SocialGoodStrategic Campaign

KizunaKommunications


2/22

The Issue

Not engaging university students and

academic influentials


3/22

SWOT- Weaknesses

Website and movement unclear and

unfocused Currently not a social leader

Not reaching University Students

Low social media interaction/presence Ineffective use of branding

No clear call to action


4/22

SWOT- Threats

Broad

Organizational

Mission Low Awareness

Brand Confusion

Competitors


5/22

SWOT- Strengths

Credible Influential Partnerships

Diversity

Flexibility

Extensive Global Outreach.


6/22

SWOT- Opportunities

Target College Students

Capitalize on Socially Minded Generation

Tap into Partnerships Networks

International


7/22

Core Problem

If +SocialGood does not establish itself as an

industry leader, clarify its mission, purpose and

tailor its messaging, it will fail to reach

university students, develop altruistic leaders

and succeed in helping solve the worlds

problems.


8/22

To reach university students, develop altruistic

leaders and succeed in helping solve the world

s problems.

Goal


9/22

Big Idea

I am the connection

for change


10/22

Publics to Target

University Students

University Facultyand Administration

Local Leaders ofSocial Youth

Organizations


11/22

Local leader from every state

25 faculty advisors to lead a +SocialGood university chapter

Increase positive sentiment on social media from 50 to 80percent

Increase registered users on the +SocialGood website to

5,000

Increase Twitter following to 20,064, and Facebook followingto 5,208

Increase website visitors by 40 percent

Objectives


12/22

Mission & Purpose

Website & Social Media

Messaging


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Self-interests

Primary Messages

Im the connection [insert

city+issue category]

+SocialGood

Me +SocialGood =

change

University Students


14/22

Face-to-face interaction Forum

Rivalry month challenge

Swag

Digital technology University Twitter account

Vine chain

Strategies & Tactics


15/22

Self-interests

Primary Message:

+SocialGood is a springboard for change,

by providing an environment to empower

youth to start conversations about issues in

their own backyard, country and world.

Local Leaders of Youth Organizations


16/22

Digital communication YouTube

Twitter

+SocialGood Website Digital Toolkit

Traditional media Radio PSA

Newspapers

Strategies & Tactics


17/22

University Faculty andAdministration

Self-interests

Primary Messages

By having a university sponsored chapter of +SocialGood, you will be

helping to better your school and better prepare your students to be future

leaders and problem solvers.


18/22

Interpersonal communication Swag

Introduce +SocialGood Rep

University Competition

Digital communication University Packet

How-to begin a chapter

Posters Downloadable Items

Logos

Fonts

Images

Strategies


19/22

College Students: $10,950 Leaders of Local Youth Organizations:

$7,300 University Faculty & Administration: $1,900 TOTAL CAMPAIGN COST: $45,150

Budget Totals


20/22

Objective 1

Criterion: One local leader in every state in the U.S. to represent +SocialGood university chapter by

December 2014.

Tool: +SocialGood membership records from before campaign started compared to data in December

2014.

Objective 2

Criterion: Create 25 +SocialGood chapters across the U.S., with at least one faculty advisor by December

2014.

Tool: +SocialGood event data and records from before campaign started compared to data in December

2014.

Objective 3

Criterion: 30 percent increase in positive sentiment on social media by December 2014.

Tool: NUVI analytics from before the campaign started compared to data in December 2014.

Evaluation


21/22

Objective 4

Criterion: 40 percent increase in website visitors by December 2014.

Tool: Website data and analytics from before campaign started compared to data in December

2014.

Objective 5

Criterion: 75 percent social media following increase by December 2014.

Tool: Social media data from before campaign started compared to social media data in December

2014. (Facebook and Twitter)

Objective 6

Criterion: 3,336 new registered members and users on the +SocialGood website by December

2014.

Tool: +SocialGood registered users and membership records from before campaign started

compared to December 2014.

Evaluation (Continued)


22/22

Kizuna

Kommunications

Questions

socialgood final

Documents