united way social media pitch
DESCRIPTION
This deck was presented to the United Way of Metropolitan Chicago as a pitch for a social media campaign. This was done within a graduate course at DePaul University.TRANSCRIPT
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Tell the Story to Change the Story Campaign
Presented by LUMCHI Ashleigh Brookshaw, KrisA Bruno, Joanna ScoE, Mark Kennedy
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Overview
ObjecAve SWOT Analysis
Research Insights Target Audience Tell the Story to Change the Story Expand Engage Enlist
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ObjecAve
How does the United Way of Metropolitan Chicago increase awareness of, understanding of, AND donaAons among the individual consumer targets via social?
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History
Current Following
FoundaAon
Agency and Corporate Partnerships
Donor Engagement
Limited Resources
Increased Social Media Usage
BeEer Leverage
Over SaturaAon
DifferenAaAon
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Research Insights
“LIVE UNITED 2020 is something for Chicagoland to get behind – acAon in the midst of challenge. But real change can’t happen without you.” – United Way Website
Secondary research Nah and Saxton’s 2013 study of nonprofits social site usage to build relaAonships with donors and supporters
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Target Audience
Primary Target Women, 35‐54
Working High volume Facebook user
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Sandy
Age: 40
Kids: 2
Career woman
Believes in donaAng and helping out, but someAmes needs to be prompted.
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Secondary Target Audience
Secondary Target GeneraAon Y
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Secondary Target Audience
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Expand
Editorial calendar, content strategy, and cadence
Define style, language, tone, persona and purpose
Channel integraAon Channel opAmizaAon
Social adverAsing Measure results
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Engage
Tell the Story to Change the Story campaign Engage partner agencies
Hold contest via social media channels
Facebook fan gate Social adverAsing
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Enlist
Messaging and Content Provide insight into Live United 2020 Interact with corporate sponsors Create sustained conversaAons with hashtags and chats
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Enlist
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Enlist
Tools & Events Twibbon, JustCoz, Facebook Gifs #GivingTuesday
Expansion Guest Bloggers LinkedIn & Instagram Mobile Apps
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Enlist
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The DefiniAon of Success…
Increased Awareness Engagement Opportunity to donate Opportunity to volunteer
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“Be the change you wish to see in the world.”
Ghandhi