Difan Zhang IMC project
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This document outlines a social media strategy for a campaign to raise awareness of child poverty in the North East of England. It identifies three objectives: raise awareness, exert pressure on MPs, and forge long-term engagement. Strategies include creating an awareness video to share on partner organizations' social media pages and measuring engagement. Quarterly campaign ideas and website qualities are discussed to achieve the objectives through ongoing evaluation and dynamic approaches.
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Difan Zhang IMC project
- 1. SOCIAL MEDIA STRATEGY Integrated Marketing Communications
- 2. CONTENT Introduction - campaign objectives. The target audience. Strategies & measurements of campaign objectives. Quarterly campaigns & solutions. Website & its qualities. Other aspects. New logo & Conclusion
- 3. CONTENT Introduction - campaign objectives. The target audience. Strategies & measurements of campaign objectives. Quarterly campaigns & solutions. Website & its qualities. Other aspects. New logo & Conclusion
- 4. CAMPAIGN OBJECTIVES To raise awareness of child poverty in the North East of England. To exert extra pressure on local MPs to prioritise the objective of reducing child poverty. To forge long-term engagement with our supporters.
- 5. CONTENT Introduction - campaign objectives. The target audience. Strategies & measurements of campaign objectives. Quarterly campaigns & solutions. Website & its qualities. Other aspects. New logo & Conclusion
- 6. WHO WILL OUR TARGET AUDIENCE BE? Research has shown that childrens non-profit organisations are mainly supported by grandparents so essentially older people. However, their support is largely financial. On the other hand, majority of the supporters of human rights non-profit organisations are highly educated. Support increases as people move through their 20 reaching a peak at between 35-40 years old and then drops off afterwards. NECP Commission isnt a charity and isnt seeking funds from individuals so this disqualifies the older demographic who support childrens non-profit organisations.
- 7. WHO WILL OUR TARGET AUDIENCE BE? NECP Commissions aim is to provide all children in the North East region with an equal chance in life through effective lobbying, influencing and campaigning group that can help to build public support for actions that improve the lives of poor children living in the North East. However, we suggest that NECP Commission be positioned as a campaigning organisation aimed at influencing both local governments. By providing better housing, child tax credits and supporting their parents to provide basic things such as a balanced diet and clean clothes. Therefore, the target audience should be educated and influential people from students to politicians from both sides of the political spectrum.
- 8. CONTENT Introduction - campaign objectives. The target audience. Strategies & measurements of campaign objectives. Quarterly campaigns & solutions. Website & its qualities. Other aspects. New logo & Conclusion
- 9. OBJECTIVE ONE Strategy: Awareness Video The purpose of the video: To highlight the most shocking facts of poverty in the North East. To expose the name and goals of the NECP Commission. To give them the opportunity to take action and engage with the NECP Commission. (Objective 2 & 3) TO RAISE AWARENESS OF CHILD POVERTY IN THE NORTH EAST OF ENGLAND.
- 10. AWARENESS VIDEO
- 11. OBJECTIVE ONE How will it be achieved? Proposed Partnerships with: National Union of Students (NUS) o Facebook (23,922 likes and 385 talking about this) o Twitter (18,064 followers and 4,018 tweets) Barnardos o Facebook (21,946 likes and 384 talking about this) o Twitter (13,286 followers and 3,479 tweets) o YouTube (66 videos) Save the Children o Facebook (134,164 likes and 11 talking about this) o Twitter (20,816 followers and 5,399 tweets) o YouTube (more than 500 videos) NSPCC o Facebook (146,392 likes and 1,809 talking about this) o Twitter (17,913 followers and 3,545 tweets) o YouTube (254 videos) TO RAISE AWARENESS OF CHILD POVERTY IN THE NORTH EAST OF ENGLAND.
- 12. OBJECTIVE ONE Action for Children Facebook (11,235 likes and 249 talking about this) Twitter (8,101 followers and 8,334 tweets) YouTube (55 videos) The Fostering Network Facebook ( 3,527 likes and 98 talking about this) Twitter (985 followers and 1,318 tweets) National Children's Bureau (NCB) Facebook (1,055 likes and 23 talking about this) Twitter (2,551 followers and 1,741 tweets) YouTube (24 videos) Oxfam UK Facebook (80,186 likes and 1,563 talking about this) Twitter (30,432 followers and 3,835 tweets) YouTube (466 videos) TO RAISE AWARENESS OF CHILD POVERTY IN THE NORTH EAST OF ENGLAND.
- 13. OBJECTIVE ONE These websites have a large online and social media presence. These websites have social media icons (share features). Taking advantage of their online and social media presence improves the number and quality of backlinks. TO RAISE AWARENESS OF CHILD POVERTY IN THE NORTH EAST OF ENGLAND.
- 14. OBJECTIVE ONE How will we measure the success? YouTube views. Likes, followers, group members, etc. Webmetrics: Website visits. Returning visits. Page views per visit. Time on the page. Time on the site. Bounce rate. Next pages. Number and quality of backlinks. TO RAISE AWARENESS OF CHILD POVERTY IN THE NORTH EAST OF ENGLAND.
- 15. OBJECTIVE TWO How will it be achieved? By getting people to the NECP Commissions website via the video. By entering their postcode which will send a letter to their local MP. If a significant number of letters are sent we will have achieved the objective of exerting pressure. TO EXERT EXTRA PRESSURE ON LOCAL MPS TO PRIORITISE THE OBJECTIVE OF REDUCING CHILD POVERTY.
- 16. OBJECTIVE TWO How will it be measured? Number of letters sent Using previous webmetrics to measure how many people visited the website and didnt take action. TO EXERT EXTRA PRESSURE ON LOCAL MPS TO PRIORITISE THE OBJECTIVE OF REDUCING CHILD POVERTY.
- 17. OBJECTIVE THREE How will it be achieved? By getting people to share all videos, website content and campaigns. Social media icons will be displayed and people will be encouraged to share: Awareness & Campaign Videos Website Content Individual Campaign Information TO FORGE LONG-TERM ENGAGEMENT WITH OUR SUPPORTERS.
- 18. OBJECTIVE THREE How will it be measured? Social media shares. Twitter feeds. TO FORGE LONG-TERM ENGAGEMENT WITH OUR SUPPORTERS.
- 19. CONTENT Introduction - campaign objectives. The target audience. Strategies & measurements of campaign objectives. Quarterly campaigns & solutions. Website & its qualities. Other aspects. New logo & Conclusion
- 20. QUARTERLY CAMPAIGN IDEAS Campaign One: We Choose Income Over Benefits! Low skills. Low wage. Limited job availability/lack of suitable opportunities. No access to childcare/caring responsibilities. Poor health (mental & physical).
- 21. QUARTERLY CAMPAIGN IDEAS Campaign Two: Will Your Choice Be Heating Or A Balanced Meal?! Poor quality of housing.
- 22. QUARTERLY CAMPAIGN IDEAS Campaign Three: Mental Imbalance An Indicator Of Neglect Failure to provide the right care and attention to a child's needs. Not being taken to the doctor when they're ill. Being ignored when distressed, or even when excited or happy. Having no opportunity to participate in sports with their parents or with other children
- 23. QUARTERLY CAMPAIGN IDEAS Campaign Four: Inequality of Education & Attainment Low rate of social mobility. Limited social networks. Domestic violence. Higher rates of ill health e.g. low birth weight & obesity. Substance misuse. Poor grades.
- 24. SOLUTIONS FOR THE CAMPAIGNS Lifting families out of deprivation cannot be achieved by concentrating on family income alone. By providing targeted support to families at an early stage, intergenerational cycles of deprivation can be successfully broken. The Government's commitment to ending child poverty by 2020 addresses the economic roots of social immobility as well as structural disadvantage. Act now to exert pressure on local authorities to provide the infrastructures to deliver the aspirations of the UK government e.g. new funding arrangement, adequate staffing of public services, etc.
- 25. CONTENT Introduction - campaign objectives. The target audience. Strategies & measurements of campaign objectives. Quarterly campaigns & solutions. Website & its qualities. Other aspects. New logo & Conclusion
- 26. HAVING A WEBSITE IS VITAL 1) Increased Exposure: Think about it ANYTIME or EVERYTIME you want to look for an organisation you probably start with the internet. A website provides access without barriers e.g. login details. 2) Expression of Organisation Identity and Branding: Distinctiveness is the key and having a website gives the freedom to express the very nature of NECP Commission. Anything from your corporate theme color, tag-line or layout makes it stick in your prospective partners/ supporters mind.
- 27. HAVING A WEBSITE IS VITAL 3) TRUST: A carefully crafted website expressing the nature of your business and what it has to offer, if done beautifully well builds TRUST. Any visitor to your companys website is a prospective partner/supporter. You want your visitors to at least give you the opportunity to provide them with the information they require. Visual aesthetics, a nice clean corporate image layout and relevant information on a website could easily accomplish this.
- 28. WEBSITE QUALITIES THAT SHOULD BE ADOPTED 1) Simple website with quality imageries. http://www.bigsisters.bc.ca/en/Home/default.aspx
- 30. WEBSITE QUALITIES THAT SHOULD BE ADOPTED 2) Call partners and supporters to take action. http://www.wwf.org.uk/what_we_do/campaigning/
- 31. WEBSITE QUALITIES THAT SHOULD BE ADOPTED 1) Simple website with quality imageries. http://www.bigsisters.bc.ca/en/Home/default.aspx http://www.ugm.ca 2) Call partners and supporters to take action. http://www.endchildpoverty.org.uk/what-you-can-do http://www.wwf.org.uk/what_we_do/campaigning/ 3) Update content with the most vital information. http://www.liberty-human-rights.org.uk/media/press/2012/- for-their-eyes-only-liberty-launches-campaign-against-
- 32. WEBSITE QUALITIES THAT SHOULD BE ADOPTED 3) Update content with the most vital information. http://www.liberty-human- rights.org.uk/media/press/2012/-for-their-eyes-only- liberty-launches-campaign-against-g.php
- 33. WEBSITE QUALITIES THAT SHOULD BE ADOPTED 3) Update content with the most vital information. http://www.liberty-human- rights.org.uk/media/press/2012/-for-their-eyes-only- liberty-launches-campaign-against-g.php http://www.liberty-human-rights.org.uk/media/
- 34. CONTENT Introduction - campaign objectives. The target audience. Strategies & measurements of campaign objectives. Quarterly campaigns & solutions. Website & its qualities. Other aspects. New logo & Conclusion
- 35. 1.Tate 573 K follower OTHER ASPECTS - EXAMPLES
- 39. eg: communicate with followers and hold a topic about current hot pot, then print out the tweets and show them during the parade.
- 40. Reporting their activities a.s.a.p.
- 41. DogTrust
- 42. Frequently respond to everyone who @ it.
- 43. RSPCA(34K followers) Little games to ask followers to pay attention
- 46. Most viewed video: (John and Donnas story, 32,855 views) http://www.youtube.com/watch?v=xsLH2HUS1e8&list=PL30E05D4DFC0A7D8F&index=4&feature=plpp_video
- 47. CONTENT Introduction - campaign objectives. The target audience. Strategies & measurements of campaign objectives. Quarterly campaigns & solutions. Website & its qualities. Other aspects. New logo & Conclusion
- 48. JUSTIFICATION OF NEW LOGO Although the current logo is good, the meaning isnt easily understood. The new logo speaks about hope, dreams and opportunities.
- 49. CONCLUSION The awareness must lead to an action Action should be as easy as possible for supporter Ongoing evaluation Dynamic approach