5. BUDGET

2. SOCIAL MEDIA CAMPAIGN- IDEAS & GOALS- TARGET MARKET- CUSTOMER PERSONAS- CONTENT- CHANNELS

- GOALS / KPI- FB- YOUTUBE- WEBSITE- TWITTER- PINTEREST

1. ABOUT THE COMPANY

3. VIRAL VIDEO

4. OFFLINE CHANNELS

SALES

A CORRECT USE OF THE SOCIAL MEDIA CHANNELS CAN BE DIRECTLY LINKED TOTHE INCREASE OF FOUNDRAISING BY GENERATING LEADS THROUGH SALES OR DONATIONS WHICH ARE ACTIVATED ONLINE AND OFFLINE.

• FOUNDRAISING GOAL: 400.000

COMMUNICATION

ENCOURAGING ONGOING ENGAGEMENT

COMMUNICATING INDIFESA PERCEPTION AND KEY CAMPAIGN MESSAGES

COMMUNICATE UPDATES

ENCOURAGING DIALOGUE TO FIND OUT MORE ABOUT INDIFESA

REPUTATION MONITORING AND MANAGEMENT

CUSTOMER SERVICE

• SIMPLIFY ONLINE DONATIONS PROCESS

• PROVIDE TRACKING POSSIBILITY FOR EACH DONATION

AWARENESS

are WOMEN

63%

40%

from NORTH-WEST ITALY

Age: 40-55

At least1 DIPLOMA

Mid, mid-highINCOME

12%

90%

are FAMILIES

donate via WEB

STATUS: Divorced, 2 kids, 2 pets

POSITION: University Professor

ACTIVITIES: Cooking, Research

INCOME: Mid-high

PAOLA, 42 MILAN

REASONS: “Wants to feel useful”

VALUES: Protection, FamilyCare TECH: FB, LinkedIn, Giallo Zafferano Blog

THE BUSY MOTHER

INCOME: Mid-high

CLAIRE, 53 ROME

REASONS: “Ethic Lifestyle"

THE RADICAL CHIC

POSITION: Architect, Freelancer

STATUS: Single, aunt of two

TECH: FB, Instagram, Pinterest, Twitter, Kindle Books, www.repubblica.it

VALUES: Open minded, community sensitive

STATUS: Married, father

POSITION: CEO of a company with branch in India

INCOME: very high

FRANCESCO, 55TURIN

REASONS: “Has money to spare”

VALUES: Work Driven, Traveller TECH: FB, Twitter, LinkedIn, News Feed, www.sole24ore.it

THE TOUGH NUT

BRAND AWARENESS

LEAD GENERATION

ENGAGEMENT

MAINOBJECTIVES

REQUIREMENTS

Analysis

Consistency

Dedication

Improvement

TONE OF VOICE

Calm

Smart

Polite

Close

Specifications

Providing great content will allow INDIFESA to improve its performance, its SEO and therefore, its awareness.

Deliver quality content is the key, but between the “star content” we can deliver

some content in quantity to keep the audience tuned.

INFORMATIONINFO & FOLLOW UP OF ACTIONS TO SHOW TRANSPARENCY, HAPPY ENDING STORIES, REAL CASES…

REWARDSRECEIPES, DIY TUTORIAL, BEDTIME STORIES AND FILL OUT DRAWINGS FOR KIDS, CONTEST.

CULTURE AND LIFESTYLE NATIONAL HOLIDAYS, TIPS FOR TRAVELLING, LANDSCAPES, INSPIRING AND TRADITIONAL QUOTES.

Suggested topics

IMPROVE

CREATEINTEGRATE

ARRANGE

CREATE

To gain 10.000 likes

To follow 100 relevant accountsTo earn 5.000 followersIncrease the level of engagementKeep track of the competition

To earn 1.000 subscribersTo make the video viral

To attract prospectsTo increase the engagementAnalyze the communityIncrease the fundraising

To use pinterest moreTo create more boardsTo increase the followers to 1.000

Daily schedule9.00 Culture & Lifestyle

12.00 Reward15.00 Information

18.00 Mix

Targets4 post per day

Increase the engagementGain likes

MeasurementUse Facebook Insights to see in what topics

people are interacting and analyze the community in order to improve the content.

StepsCreate a new page

Improve the contentPromote the content by boosting it investing in advertising or through

other social media

Framework

Time allotted2 hours / week to collect materials

15 minutes / week to engage

Targets4 videos per month

(2 recipes, 1 DIY, 1 doc.)300 visits to the web & new

blog over 3 months

ContentKeep the old contentAdd the new topics

(recipes, DIY, viral video…)

MeasurementUse YouTube Analytics to check the impact

and virality of the main video.Check the topics people watch the most to

improve the content and increase engagement

StepsOrganize the channel

Increase subscription & engagementImprove the contentPromote the content

Framework

Time allottedDaily blog post

4 hours / week for post arranging1 hour to share in the other social media

15 min to engage

Targets1 quality post per day

Increase the visits to the webpage

MeasurementUse Google Analytics and other tools to track

where people are coming from

Check what topic are more appealing to improve the quality of the content

StepsIntegrate a blog

Create quality contentShare it in other social media

Create a Wall of DonorsMake donation more transparent

Framework

Increase the FOLLOWING

Improve the CONTENT

Improve the ENGAGEMENTOBJECTIVES

Time allotted20 minutes a day to post links on Hootsuite or similar

15 minutes a day reading feed and engaging1 hour / week building up follower list

Targets• Post 6 Tweets a day + daily interaction

• Get 4 retweets/favourites/mentions per week

• 150 visitors to the web via Twitter

MeasurementHootsuite reports integrated

with Google AnalyticsTweetreachTwitonomy

ResponsabilitiesWrite and post tweets, build up follower

list and engage

#INDIFESA2014

#WECARE

#DIAMOLEUNAINFANZIA

#DIAMOLEUNFUTURO

#AIUTALA

Framework

Time allotted2 hours / week to gather images

15 minutes / week to repin others

Targets1-5 images per day

300 visits to the web & new blog over 3 months

MeasurementPinterest Analytics

checked every two weeks

Suggested boardsRepin: Giallo Zaferano, National Geographic,

Telefono azzurro….Make new boards with the new suggested

content topics

StepsUse it more!

Increase following & engagementCreate new boards

Framework

INDIFESA 2014

Sexy female bodies

Several skin colors

Black screen+

MessagePictures

Black screen+

MessageWHAT

Attract attention

No racial boundaries

Create suspense

Create shockWarn people

Call of actionWHY

THE STAGES

ACTANTS

OBJECT Fundraising

SENDER Indifesa

RECEIVER Everybody

SUBJECT Indifesa

HELPER Sexy girlsOPONENT Real scenes

ELEMENTS

MANIPULATION Attract viewers

COMPETENCE Sexy women

PERFORMANCE Reality

SANCTION Call of action

1 2 3

4 5

HAPINESSHOT

NEUTRALSURPRISEWOW!

SADNESS/SHAMEWOW!NEUTRAL

REALIZATION

Emotions

BARBARA D’URSO POMERIGGIO CINQUE

FIORELLO

VALENTINA VEZZALI

BENEDETTA PARODI MOLTO BENE

Guerrilla marketing action

We developed a simple Guerrilla Marketing action, related to the viral video and the rest of the campaign, to make people think in what’s going on.

MILAN & ROME

Total: 30.000 €

MAKING OF THE VIRAL VIDEO 5.000€

ONLINE ADVERTISEMENT 5.000€

PROMO FB (FOR 30 DAYS) (10EURO/DAY) 1.000€

PROMO TWITTER (FOR 30 DAYS) (10EURO/DAY) 1.000€

GUERRILLA ACTION (MILAN AND ROME, 4 SATURDAYS)4 BANNERS FREE8 HOSTESS (100EACH/DAY) 6.400€

MAKING-OF 2000 €

GENERAL MERCHANDISE 8.600€

SOCIAL MEDIA ANALYTICS 1.000€

SOCIAL MEDIA MANAGER -

CREDITS

Elisa CasavecchiaIlaria CascioneCristina MunozVirginia Sgargi

ELISA CASAVECCHIAILARIA CASCIONECRISTINA MUNOZVIRGINIA SGARGI

Project by