Post by bauerssn on Oct 5, 2014 17:30:12 GMT -5
For our group, Team 9, we decided to create a Brief to organize our campaign for this specific reflection. Shannon is the main communicator, who makes sure everyone knows what is going on, while also doing her portion of writing for the reflections and final paper. Diego, Olivia, and Tristan are also writers for the reflections and final paper. For this reflection, Shannon created the whole campaign brief outline, Tristan focused mainly on the target audience section, Diego mainly focused on the executions for engagement on their instagram platform, and Olivia mainly focused on competition as well as target audience.
Campaign Brief:
Client Background
Client: World Pediatric Project
What their mission is: Building a better life for children in the Caribbean and Central America through quality, critical health care services.
Target Audience Insights
Largest Subgroup:
-Instagram users - 90% are under age 35 and skew slightly towards the majority of users being women.
-Other organizations both non-profit and for-profit that would be willing to help spread awareness of World Pediatric to more potential donors using Instagram.
Based on the demographics and research conducted for the campaign brief, what are the most insightful target audience characteristics?
-They are educated and like the idea of supporting a nonprofit
-Have disposable income.
-Enjoy quality visual engagement via Instagram
-Young audience - potential longtime donors
Why are some people in the target audience supporting this non-profit and others not?
-Those in the target audience that are supporting the World Pediatric Project are doing so because the audience is still being reached through facebook, youtube, twitter and word of mouth. These platforms give a well-rounded knowledge of what World Pediatric Projects mission is, along with touching pictures that capture a personal connection inspiring their audience to support.
-Those who are not supporting World Pediatric Project have not yet been reached due to a lack of social media presence on platforms like instagram.
-Other non-supporters in the target audience have been reached and are not engaged enough with the current strategy to donate.
What emotional and psychological barriers do we need to overcome?
-Not knowing where their money is going when it is not exactly specified on the site or by other means (email, etc..)
- Transparency and trust within campaign
-Personal connection to the cause
-The psychological and financial impact that will come with donating to a cause that does not affect a donators day to day life.
“Competition”
-Other non-profits in a similar category
-Other non profits that feature or have some connection with children in helping or promoting their non profit
Competitive Advantage:
-The World Pediatric Project is a registered tax exempt nonprofit organization
Executional Considerations
- Effectively communicating the story of the World Pediatric Project to those who are not aware of them
- Key Audience Takeaway: engagement and use of hashtags on instagram
Executional Considerations + Message/Tone
What are we saying?
-We need a larger audience in the RVA area, as well as an established platform on instagram that has engagement on both ends
-Larger global reach and awareness in countries with high mobile donor capacity such as the U.S. and Europe.
-Global reach and awareness to potential donors in countries currently entering the mobile space such as Brazil.
How are we saying it?
-Hashtags and vivid images on Instagram, heavy use of #healachild and #globalembrace
What is the brand personality?
-A compassionate, good natured organization with a focus on the good health and well being of people on a global level.
Mandatories & Parameters
What are specific client preferences?
-Gain awareness about the brand through social media
What must appear in the work (e.g., logo, address, web address, phone, copyright, etc.)?
-Their logo & web address
Is there anything that is off-limits?
-Anything that is outside their budget (which is very low/almost non existent) or is inappropriate
Creative Strategy
Establish engagement on instagram and expand their audience to younger, potential lifetime donors.
Campaign Brief:
Client Background
Client: World Pediatric Project
What their mission is: Building a better life for children in the Caribbean and Central America through quality, critical health care services.
Target Audience Insights
Largest Subgroup:
-Instagram users - 90% are under age 35 and skew slightly towards the majority of users being women.
-Other organizations both non-profit and for-profit that would be willing to help spread awareness of World Pediatric to more potential donors using Instagram.
Based on the demographics and research conducted for the campaign brief, what are the most insightful target audience characteristics?
-They are educated and like the idea of supporting a nonprofit
-Have disposable income.
-Enjoy quality visual engagement via Instagram
-Young audience - potential longtime donors
Why are some people in the target audience supporting this non-profit and others not?
-Those in the target audience that are supporting the World Pediatric Project are doing so because the audience is still being reached through facebook, youtube, twitter and word of mouth. These platforms give a well-rounded knowledge of what World Pediatric Projects mission is, along with touching pictures that capture a personal connection inspiring their audience to support.
-Those who are not supporting World Pediatric Project have not yet been reached due to a lack of social media presence on platforms like instagram.
-Other non-supporters in the target audience have been reached and are not engaged enough with the current strategy to donate.
What emotional and psychological barriers do we need to overcome?
-Not knowing where their money is going when it is not exactly specified on the site or by other means (email, etc..)
- Transparency and trust within campaign
-Personal connection to the cause
-The psychological and financial impact that will come with donating to a cause that does not affect a donators day to day life.
“Competition”
-Other non-profits in a similar category
-Other non profits that feature or have some connection with children in helping or promoting their non profit
Competitive Advantage:
-The World Pediatric Project is a registered tax exempt nonprofit organization
Executional Considerations
- Effectively communicating the story of the World Pediatric Project to those who are not aware of them
- Key Audience Takeaway: engagement and use of hashtags on instagram
Executional Considerations + Message/Tone
What are we saying?
-We need a larger audience in the RVA area, as well as an established platform on instagram that has engagement on both ends
-Larger global reach and awareness in countries with high mobile donor capacity such as the U.S. and Europe.
-Global reach and awareness to potential donors in countries currently entering the mobile space such as Brazil.
How are we saying it?
-Hashtags and vivid images on Instagram, heavy use of #healachild and #globalembrace
What is the brand personality?
-A compassionate, good natured organization with a focus on the good health and well being of people on a global level.
Mandatories & Parameters
What are specific client preferences?
-Gain awareness about the brand through social media
What must appear in the work (e.g., logo, address, web address, phone, copyright, etc.)?
-Their logo & web address
Is there anything that is off-limits?
-Anything that is outside their budget (which is very low/almost non existent) or is inappropriate
Creative Strategy
Establish engagement on instagram and expand their audience to younger, potential lifetime donors.
