+SocialGood

Strategic Campaign Kizuna Kommunications

The Issue
Not engaging university students and academic influentials

SWOT- Weaknesses

Website and movement unclear and unfocused Currently not a social leader Not reaching University Students Low social media interaction/presence Ineffective use of branding No clear call to action

SWOT- Threats
Broad Organizational Mission Low Awareness Brand Confusion Competitors

SWOT- Strengths

Credible Influential Partnerships Diversity Flexibility Extensive Global Outreach.

SWOT- Opportunities
Target College Students Capitalize on Socially Minded Generation Tap into Partnerships Networks International

Core Problem
If +SocialGood does not establish itself as an industry leader, clarify its mission, purpose and tailor its messaging, it will fail to reach university students, develop altruistic leaders and succeed in helping solve the worlds problems.

Goal
To reach university students, develop altruistic leaders and succeed in helping solve the world s problems.

Big Idea I am the connection for change

Publics to Target
University Students University Faculty and Administration Local Leaders of Social Youth Organizations

Objectives
Local leader from every state 25 faculty advisors to lead a +SocialGood university chapter Increase positive sentiment on social media from 50 to 80 percent Increase registered users on the +SocialGood website to 5,000 Increase Twitter following to 20,064, and Facebook following to 5,208 Increase website visitors by 40 percent

Mission & Purpose Website & Social Media Messaging

University Students
Self-interests Primary Messages Im the connection [insert city+issue category] +SocialGood Me +SocialGood = change

Strategies & Tactics

Face-to-face interaction
Forum Rivalry month challenge Swag

Digital technology
University Twitter account Vine chain

Local Leaders of Youth Organizations

Self-interests Primary Message: +SocialGood is a springboard for change, by providing an environment to empower youth to start conversations about issues in their own backyard, country and world.

Strategies & Tactics

Digital communication
YouTube Twitter +SocialGood Website Digital Toolkit

Traditional media
Radio PSA Newspapers

University Faculty and Administration

Self-interests Primary Messages By having a university sponsored chapter of +SocialGood, you will be helping to better your school and better prepare your students to be future leaders and problem solvers.

Strategies
Interpersonal communication
Swag Introduce +SocialGood Rep University Competition

Digital communication
University Packet How-to begin a chapter Posters Downloadable Items Logos Fonts Images

Budget Totals
College Students: $10,950 Leaders of Local Youth Organizations: $7,300 University Faculty & Administration: $1,900 TOTAL CAMPAIGN COST: $45,150

Evaluation
Objective 1 Criterion: One local leader in every state in the U.S. to represent +SocialGood university chapter by December 2014. Tool: +SocialGood membership records from before campaign started compared to data in December 2014.

Objective 2 Criterion: Create 25 +SocialGood chapters across the U.S., with at least one faculty advisor by December 2014. Tool: +SocialGood event data and records from before campaign started compared to data in December 2014.

Objective 3 Criterion: 30 percent increase in positive sentiment on social media by December 2014. Tool: NUVI analytics from before the campaign started compared to data in December 2014.

Evaluation (Continued)
Objective 4 Criterion: 40 percent increase in website visitors by December 2014. Tool: Website data and analytics from before campaign started compared to data in December 2014.

Objective 5 Criterion: 75 percent social media following increase by December 2014. Tool: Social media data from before campaign started compared to social media data in December 2014. (Facebook and Twitter)

Objective 6 Criterion: 3,336 new registered members and users on the +SocialGood website by December 2014. Tool: +SocialGood registered users and membership records from before campaign started compared to December 2014.

Questions

Kizuna Kommunications