CollaborateUSA Proposal

August 12, 2014

Scope of WorkCollaborateUSA is a way to organize all social causes in one place where involvement is streamlined and information is searchable. Uplifted can help build out this community of users, gaining feedback and reviews, while establishing the voice and brand of CollaborateUSA. To do this, we propose breaking the campaign into two phases:

Phase 1: Launch the platform & technology-based PR campaign

Phase 2: User acquisition & platform improvement

AudienceWhen launching the communications strategy, it’s important to recognize the audience we’d like to target. We have identified two overlapping groups that will use the tool to implement change.

1. The Caring CrowdDemographic: Millennials (18-35)

2. The Change-DriversDemographic: Older Millennials (25-35)

The do-gooders; people who want to help but lack the ease-of-access that would be a catalyst to involvement; seek straightforward, low-commitment way to help.

The empowered, motivated leaders whose ability to accomplish causes is stunted or slowed by red tape, disorganization, and a lack of involvement by the “Caring Crowd”

Phase 1

August 15 - September 15

Phase 1 OverviewThe center of Phase 1 will be the platform launch on September 1st. In order to prepare the public for the launch of CollaborateUSA, we must have information and resources already online. To prepare for the platform launch, we’d like to:1. Launch social media platforms2. Launch landing page with basic information3. Create and edit marketing materials4. Implement a cohesive PR campaign

Phase 1: Social MediaBefore the launch of CollaborateUSA, we can tease out information via social media, while setting the tone of the brand. As this tool will be very user-driven, it’s important to establish an engaging voice that will drive users to the tool. In Phase 1, we recommend launching the following social media networks:

TWITTERFACEBOOK

Goal: Motivate & SupportPhase 1- Share information about platform & timelines- Target interest groups on Facebook to build our communityPhase 2- Share stories about accomplishments on the platform and other social causes- Share useful strategies & tips for accomplishment of causes

Goal: Inform & SharePhase 1- Share information about platform & timelines-Promote ways to join platformPhase 2- Post information about popular causes- Explain ways to get involved- Relevant news (crowdsourcing, grassroots movements, new legislation)- New techniques and strategies for accomplishment of causes

GOOGLE+Goal: Discuss & GrowPhase 1- Share information about platform & timelines- Discover like-minded communitiesPhase 2- Promote conversations around causes- Discuss challenges of grassroots & crowd-sourced movements- Spread word about platform by sharing relevant articles and news in Communities and initiating conversations

Phase 1: Landing PageIt’s important to provide potential users basic information on what CollaborateUSA will do and how they can use the tool. To do this, we suggest creating a very splash page where users can submit their email for beta access to the platform or an email notification when the platform launches. We can write the following sections:1. About CollaborateUSA2. How to use the tool3. Timeline and Launch Dates4. How this tool is different (what can users do in comparison to competition)

Phase 1: Marketing MaterialsAs the PR campaign is at the center of Phase 1, it’s important we create strong marketing materials to send to reporters and those on the Dr. Needham PR team. We will want to explain the technology behind the tool, key differentiators between CollaborateUSA and competition, and how this platform will impact social issues.

We suggest:1. Company 1-pager2. Press Release announcing launch3. Talking points for Dr. Needham (how he can promote the platform)

Phase 1: PR CampaignOur PR campaign will focus on promoting the technology side of the platform. Using a press release and a select media list of reporters, we will pitch CollaborateUSA the same week as Dr. Needham does his media tour. Our goal will be to have technology publications write about CollaborateUSA and/or interview the Co-Founder.

Alongside of this campaign, we will provide talking points to the Dr. Needham PR team. This will ensure he promotes the platform, giving people a call to action. We will follow up with media that spoke to Dr. Needham, providing them additional information on the platform.

Media Campaign: September 1st - September 15th

Phase 1: Timeline

Phase 2

September 15 - February 15

Phase 2 OverviewIn Phase 2, we will focus the communication strategy around user acquisition and platform improvement. After the buzz from the launch, it will be important to increase our user base and hear feedback on the usability of the platform. We also want to increase our voice in the online space, so we suggest:1. Launch of more social media platforms2. Launch CollaborateUSA blog3. Continual PR campaign4. Social media ad campaign5. Newsletter strategy6. SEO tactics

Phase 2: Social MediaIn addition to Facebook, Twitter, and Google+, we suggest launching the following networks to promote CollaborateUSA online:

LINKEDINQUORA

Goal: Engage & Inform- Answer questions related to crowdfunding & crowd technology- Engage with users about how to get involved in causes- Promote knowledge of the crowd- Post blog posts

Timeline: Weekly

Goal: Promote & Interact- Promote news related to CollaborateUSA - Interact in forums and communities about the crowd- Discuss the technology behind crowdsourcing

Timeline: Weekly

YOUTUBEGoal: Show & Explain- Create video tutorials of the platform- Create promotional videos explaining tips for success- Encourage users to create videos to post on the YouTube channel of their causes- Promote causes that have reached the legislative level

Timeline: Weekly

Phase 2: BlogIn Phase 2, we’d like to launch a CollaborateUSA blog, which can be clearly broken into categories discussing:

Platform & Company Updates: News about the tool and internal company to give users a behind-the-scenes look at the business.News & Analysis on Crowdsourcing: Discuss trends in the industry and give expert opinion.Updates on High Profile Campaigns: Individual campaigns taken to a high level can be profiled on the company blog for promotion of the platform.Timing: Weekly blog

Phase 2: Continual PR CampaignAfter a publicized launch, we will want to keep up the momentum in the media. While specific causes will gain much attention, we will focus on promoting the technology itself by:

Bylines: Drafting and submitting bylines on behalf of the company discussing crowd-based technology.Media Pitches: We will continue to contact reporters and bloggers about this platform’s technology, updates, and trends in crowdsourcing.

Timeline: Goal of monthly media opportunity

Phase 2: Social Media Ad CampaignThe CollaborateUSA platform is highly B2C focused and our social media campaign will drive users to the tool. To aid in this effort, we suggest launching targeted social media campaigns based on interest in order to push individuals towards the platform.

Each month we will run social media ad campaigns on either Facebook, Twitter, or LinkedIn with visuals to attract new users. We will closely monitor conversions of each campaign to ensure our ads are attracting new users. We can use the ad platfroms to track these conversions.

Ad spend: Minimum $200 USD per month.Timeline: Monthly ad campaign

Phase 2: Newsletter CampaignOnce the platform launches, we will need a sound strategy in place to connect with users on the issues they follow, as well as on platform updates and tips. We recommend to start:1. A monthly wrap-up on the biggest campaigns and successes or tips and ideas on how to use the platform (To be sent to all users)2. Users that support campaigns receive weekly emails on the progress. (Individualized)

We will write all necessary copy; the CollaborateUSA team will be responsible for design and distribution.

Phase 2: SEO TacticsIn order to help users find the platform, we recommend continual improvement of the website structure and content. To do this, we will create a prioritized list of tasks to complete each month.We suggest mapping out 10 hours of SEO and website work per month, to be allocated to a variety of tasks such as:● Revamping website copy (if necessary)● Identifying and using targeted keywords● Adding meta descriptions and appropriate title tags to all pages● Creation of highly shareable content such as infographics to share on

social media and draw targeted traffic to the site (one per month)● Commenting on relevant industry news articles to establish the brand as

an expert in the industry and build quality links back to the site

Next Steps

Campaign StrategyTo ensure a successful start to the project, we propose the following:● Kickoff meeting with all key team members to discuss the platform

in detail and future plans.● Set concrete goals as a team during this meeting to measure

results of the campaign.● Twice monthly calls (every other week) to review ongoings and

update each team member on to dos.● Creation of content approval process to streamline campaign.

Campaign GoalsThese goals are subject to change after the kickoff meeting, but preliminary goals for the campaign are as follows:● Media: At least 1 media opportunity each month; 4-5 during launch

of platform● Social Media: Rapidly increase awareness of the platform using

each individual social network*. ● Landing Page: Create a list of users or potential users; engage

with select group to get feedback of the platform

*More detailed goals (such as user acquisition per month) to be set during kickoff meeting.

PricingAll Packages Include:● Account representative to manage the relationship● Media list and outreach for campaign launch● Goals (made with CollaborateUSA team)● Brand and voice identification● Content curation and posting● Monthly report based on analytics and campaign revision suggestions

Phase 1: $2,750 USDPhase 2: $3,750 per month**Pricing is for a six month contract and does not include monthly ad spend.

Conclusion● We are very excited to work on a project like this and feel connected to the

goals of the platform. We see this as a long-term partnership as the platform develops.

● A big push will be needed with the launch of the platform, but the preparation ahead of time will make the entire team well-prepared.

● This proposal we see as a 6-month project, in order to get the brand up and running. We have additional ideas, such as offering the tool in Spanish, that we’d like to implement after our 6-month contract. We will keep a running list of ideas and thoughts to discuss with the team.