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