#iwantaworld social campaign - wordpress.com · frequently monitor social platforms daily leverage...
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#IWantAWorld Social Campaign
Mike Miller April 2014
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Summary
To successfully launch the #IWantAWorld campaign across the state of Massachusetts.
Increase awareness for sexual abuse and domestic assault within the LGBQ/T community.
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Target Audiences
LGBQ/T Community
JDI Members
Donor and Partner Organizations
Victims and Survivors
MA Population
Media Outlets
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Campaign Overview
Soft Launch Campaign Launch On-Campus Launch
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Campaign Timeline
PRE-LAUNCH MAY 1 – JUNE 6
SOFT LAUNCH JUNE 6 – 24
CAMPAIGN LAUNCH JUNE 24 – SEPT 15
ON-CAMPUS LAUNCH SEPT 15 – NOV 26
SUSTAINED IWAW CAMPAIGN 18 – 24 MONTHS
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Soft Launch
JUNE 6 – 24
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Soft Launch Event (JUNE 6)
Hosted by JDI leadership
Exclusively for JDI Members
In person or virtual event
Purpose of event § Explanation of campaign goals and initiatives
§ Describe and distribute media toolkit
Invitations sent via e-mail § Explain campaign in brief
§ Describe benefits, purpose of internal launch event
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Soft Launch Partners: JDI Members
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Soft Launch Platforms: Micro-site
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Marketing Toolkit
Outline campaign standards § Expected contribution
§ Outreach templates
§ Gay Pride Week parade info
Standard design assets § Printable/downloadable logo
§ PDF functional as poster
§ Event invitations, drive to site for more details
Template (for outreach of JDI Members) § E-mails/invitations for outreach to business partners
§ Social media guidelines
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Needs: Prior to Soft Launch
Live, functional micro-site
Marketing Toolkit
Create content calendar
Create social platforms
Public relations § Event publicity based press releases
§ Media outreach via existing social presence and e-mail
§ Event invitations, drive to site for more details
Outreach, invitations to JDI Members
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Campaign Launch
JUNE 24 – SEPT 15
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Campaign Launch Event (JUNE 24)
Public event to be hosted by JDI leadership § One Financial Center
§ 5:30-7:30pm
Possible Speakers § Carl Scoritino, Kate Clinton, Jujubee, Mayor Walsh
Utilize videographer and photo booth § Explain campaign in brief
§ Describe purpose of event
Giveaways tbd
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Campaign Launch Partners: Local Businesses, Sponsors & General Public Local Businesses, Government Associations
§ Educational outreach
– Ex: Boston Police Department (LGBT liaison Javier Pagan)
– Ex: Mayor’s Office (LGBT champion Mayor Walsh))
Potential LGBT Friendly Sponsors § Sam Adams, Chipotle
– LGBT ties
§ Faneuil Hall Marketplace
– Partners with BostonPride.org and Boston LGBT Film Festival
§ Boston Spirit Magazine
MA Population
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Campaign Launch Platforms: Facebook, Twitter
#Iwantaworld
#Iwantaworld
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Minimum 2 posts every weekday during peak hours § Peak hours include 7-9am, 12-1pm, 5-7pm
§ For all platforms running during launch phase
Use publishing calendar and posts regular updates via HootSuite
Frequently monitor social platforms daily
Leverage content across all social media platforms based on: § Hard facts and statistics (upbeat and education tone)
§ Strong, arresting visuals (pictures, videos, etc.)
§ Engaging, interactive storytelling techniques
Publishing Strategy
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Social Platform Musts
Engage the population at large § For regional campaigns, focus on territory covered
§ Focus on LGBQ/T communities specifically
Important to be active across multiple platforms § Drive users to an educational, accessible micro-site
§ Utilize #hastags to increase engagement
§ Incorporate hard facts and stories
Use ‘Call to Actions’ for higher engagement
Useability, and simplicity is key
Incorporate strong, attractive visuals
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Social CTAs need to be direct and concise Facebook examples
§ Post: “#IWAW where love is unconditional. What kind of world do you want?”
§ Share: “Ayanna Pressley opened up about being strong and overcoming sexual & domestic violence. If you were moved by her words, share it with others!”
§ Like: (Photo of someone holding a sign ‘#IWAW…’) Like if you agree and want a world like that is full of hope.
Twitter examples § Tweet: “#Iwantaworld where happiness is everywhere.” #happiness #endSA
#endDV
§ Retweet: “RT #IWAW where everyone is fearless @mikethatmiller
§ Community Empowerment Tweet: “Boston is a resilient city. #BostonStrong.”
§ Favorite: “#Iwantaworld where people are free to be themselves. #Boston.”
Calls To Action
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Incorporate #Iwantaworld hashtag across all social platforms
Key hashtags § #IWAW, #sexualassault, #domesticviolence, #awareness, #nonprofit, #LGBQT,
#Boston, #JDI, #endSA, #endDV, #campaign, #gaypridemonth
Creatively incorporate social media holidays § #tbt, #flashbackfriday, #sundayfunday, #transformationtuesday
#wednesdaywisdom #selfiesunday #nationalphotographymonth
#Hashtags
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Monitoring: Unfollowers and Iconosquare
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Needs: Prior to Campaign Launch
Socially integrated, functional micro-site
Live social platforms § Twitter
Press relations § Press releases campaign based
§ Media outreach with campaign information, interviews
Begin outreach to on-campus leaders
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On-Campus Launch
SEPT 15 – NOV 26
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On-Campus Launch Event (SEPTEMBER 15)
Primary event(s) hosted by JDI leadership virtually or in Boston § Soft Launch: bring in student group leaders
§ Hard Launches: second official event that is youth focused
Secondary event(s) hosted events hosted by student groups § With JDI leadership assistance and resources
§ For fundraising, awareness or engagement
Create, distribute “Student Marketing Toolkit”
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On-Campus Launch Partners: MA Colleges & Universities Amherst
§ University of Massachusetts
– Top 25 Gay-Friendly Campus
Boston § Emerson College
– Active BGLTQ Groups
Cambridge § Harvard University
– Office of BGLTQ (Van Bailey)
Springfield § Springfield College
– Pride Alliance, SAVE Group
Boston
Amherst Cambridge
Springfield
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On-Campus Outreach
Events § On college campuses
§ Downtown Boston
– Instagram Launch Party
§ Virtual events, webinars
Invigorate student body § Volunteers
§ Advocates
Utilize corporate sponsors
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On-Campus Launch Platforms: Instagram
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Needs prior to On-Campus Launch
Maintained online platforms § Micro-site
Launch Instagram account
Public relations § On-Campus based
§ Press release for colleges, Instagram launch
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Thank You!
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Appendix
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Like-Minded National Campaigns Active across multiple social
media platforms
Get participants involved through #hashtagging
Asks participants to pledge, interact firsthand
Online presence is highly visual and story focused
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Like-Minded Regional Campaigns
Microsites help users to report violence, through hotlines, and to discover events, donate or contribute
Red Flag used a‘Bystander Intervention’and ‘See Something, Do Something’ strategy
Anti-Violence Project empowers LGBQT communities to end violence through education and advocacy