Created by M. Carlson

1. http://zayarea.org
Prepared by
Martha Carlson
Macarlson@student.fullsail.edu

2. ZAY AREA FOUNDATION
Zay Area Foundation provides
music education aimed toward
young adults by giving insight and
training for career paths in the music
and entertainment industries.
We supply musical equipment and
resources to schools, churches, and
non-profit community organizations
purveying music programs to
students and the local community.

3. OUR TARGET MARKET
•Our ideal audience are professionals interested in partnering and
sponsorships, affluent donors, and millennial volunteers ranging from 25
- 55 years of age.
•These people are most often found on Facebook, Instagram, and
LinkedIn.

4. Customer Profile #1
Christina
Corporate Sponsor/Partner
• Demographics
• Early 40’s
• Female
• Prestigious MBA
• Upper middle class
• Married
• Atlanta, Ga.
• Buying Habits
• Sponsor/Partner
• Annual
• Content
• Makes corporations look
good
• Psychographics
• Empowered Woman
• Values Education and giving
back
• Takes Multiple Vacations a
Year
• Outgoing go-getter
• Music/Social Networking
• Content & Messaging
• Content piece drives ticket
sales to celebrity studded
annual gala.

5. Customer Profile #2
Thomas
Entertainment Lawyer/
Affluent Major Gift Donor
• Demographics
• Late 40’s
• Male
• Law Degree
• Upper middle class
• Married
• Atlanta, Ga.
• Buying Habits
• Donor
• Annual
• Email
• Tax Write-Off/Press
• Psychographics
• Enjoys helping creatives
• Values creativity and giving
back
• Attends award shows and film
premiers.
• Meticulous
• Loves the business behind
music and creativity/
technology
• Content & Messaging
• Email marketing campaigns
for donations and Gala ticket
sales.

6. Customer Profile #3
Jody
Millennial Volunteer
• Demographics
• Mid 20’s
• Female
• Recent college graduate
• Middle class
• Single
• Atlanta, Ga.
• Buying Habits
• Loves to volunteer
• Quarterly
• Digitally
• Social Media Sharing
• Psychographics
• Enjoys volunteering for
causes that resonate with her
• Values education, health
care, and the environment
• Confident, ambitious
• Wants to make a difference
• Looking to use her skill set to
see examples of impact of her
time
• Content & Messaging
• Digital content pieces driven
toward volunteerism

7. PRIMARY CAMPAIGN GOALS
•Promote annual celebrity studded black tie dinner/gala.
•Raise $100,000 for the foundation.
•Promote online donation link.
•We chose our primary goal to raise money for our non-profit in order to
buy supplies for school music programs.

8. CAMPAIGN CTA’s
•Purchase ticket to black tie dinner/gala
•Donate
•Volunteer

9. SOCIAL MEDIA CHANNELS
•Facebook
•Instagram
•Youtube

10. We chose these social media channels because
they fit best with our target audience of donors
and our campaign goal of ticket sales.

11. METRICS
The number 1metric that we will be measuring is event ticket sales to the
celebrity studded black tie dinner/gala. We chose this metric when
considering our target audience, campaign goals, and social media
channels because the best way to measure the success of our event is
how many tickets sales result from the social media campaign.
Secondary metrics include website donations and volunteer signups. In
addition, we will need a special team sending emails and communicating
with potential partners/sponsors.

12. CAMPAIGN PLAN

13. COMPETITORS
•Free Wishes Foundation (Future)
•Social Works (Chance the Rapper)
•Akon Lighting Africa (Akon)

14. FREE WISHES FOUNDATION
•Instagram - 3,201 Followers
•Facebook - 635 Followers

16. The Free Wishes Foundation has the most
engagement on Instagram, where they have
the most followers. They have a high
engagement rate for the amount of followers
they have. Facebook has lower engagement.

17. SOCIAL WORKS
•Twitter - 15K Followers
•Instagram - 63.6K Followers
•Facebook - 6.6K Followers

19. Social Works has decent
engagement across the board
with the most being on Instagram.

20. AKON LIGHTING AFRICA
•Twitter - 18K Followers
•Instagram - 20K Followers
•Facebook - 119K Followers

22. Akon Lighting Africa has
phenomenal engagement on all
platforms but has not updated its
social media in 3 years.

23. ZAY AREA FOUNDATION
•Instagram - 484 Followers
•Facebook - 99 Followers

25. Zay Area Foundation is new to
social media. Most engagement
is coming from Instagram.

26. THE JOYFUL HEART
FOUNDATION
Social Media Example 1

27. The Joyful Heart Foundation was created by
Mariska Hargitay of Law and Order: SVU in
2004. The foundation is dedicated to
transforming society’s response to sexual
assault, domestic violence, and child abuse.

28. They support survivors’
healing and work to end this
type of violence forever.

29. The #endthebacklog campaign works to hold the criminal justice system accountable for the backing of untested
rape kits.

30. GRATEFUL HEARTS
MINISTRIES
Social Media Example 2

31. Grateful Hearts Ministries assists homeless,
addicted, and incarcerated women as they
transition to recovery with a focus on the
restoration of families, and productive living
in the community.

32. The Opioid Crisis and the Family
fashion show helped to raise money
for the foundation.
The Grateful Hearts Christmas
Wish List helped provide
words of encouragement for
women faced with the challenges of
recovery and homelessness.

33. LUSH COSMETICS
Social media example 3

34. LUSH Cosmetics is dedicated to hand-making
the best products with fresh, ethically acquired
ingredients with minimal waste and no animal
testing. They also host a variety of campaigns
all across the globe to create change.

35. LUSH posted this graphic scene
of a performance artist undergoing
animal laboratory testing to raise
awareness of their Animal Testing
Campaign in 2012.
This recent post on Instagram
showcases the Women’s March 2020
supporting reproductive rights.

36. CAMPAIGN PLAN FOR
INSTAGRAM
•The content will be several 1 minute videos to post on the feed.
•The content will be promotional and inspirational. It will tell a story that
resonates with the audience’s values from their perspective.
•Videos will be posted 2 times a day during peak times to ensure each
campaign reaches the most eyes.
•The call to action will be: Get Tickets!
•Hashtags will include: #ZayAreaFoundation, #Zaytoven, #Gala, and
#NonProfit.
•The metrics for this campaign will be measured in ticket sales to celebrity
studded gala.

37. CAMPAIGN PLAN FOR
FACEBOOK
•The campaign content for Facebook will be a carefully designed graphic without too
much text because Facebook algorithm does not support graphics with a lot of words. The
text in the post is what is important because the link to buy tickets can be added.
•The content will be inspirational and promotional by telling a story that relates to our
target audience thanking them for all of the support all year and offering an exclusive
experience honoring them while raising money for the foundation.
•Updates will be posted once a day because Facebook posts have a longer life than some
of its counterparts and posting too much can reduce engagement. The same image must
not be posted twice and other verbiage must be used. There will be no duplicate posts.
•The call to action is: Get Tickets!
•Hashtags will be #CelebrityGala #ZayAreaFoundation and #NonProfit
•The campaign will be measured by ticket sales.

38. CAMPAIGN PLAN FOR
YOUTUBE
•YouTube campaigns can only be videos, but can be up to 15 minutes in length and longer if
the account is verified. We will be using Zaytoven’s verified account with 193K subscribers
to post the video.
•The video will be inspirational and promotional and will be a bit longer than the video for
Instagram. The YouTube campaign will be special because we can tug at the heart strings
of the target audience a bit more than any other platform, as seen in the LUSH campaign.
•The YouTube video only needs to be posted once. Posting more than once would be too
costly because it will cost at least $5,000 to produce the video. Duplicate videos on this
channel decrease engagement.
•The call to action will again be “Get Tickets”
•Adding the hashtags #ZayAreaFoundation #NonProfit and #Gala to the video description
would be the best strategy for this channel.
•The campaign will best be measured by hard ticket sales.

39. CROSS PROMOTION
•We can get our Instagram followers to subscribe on
YouTube by adding the YouTube link to our bio and
encouraging customers to “click the link in the bio”
•We can encourage our YouTube Subscribers to follow us
on Facebook by adding a link from Zaytoven’s YouTube.
•The best way to get more followers to our social media
campaign on Instagram is to have Zaytoven talk about it
in his story and attach a link with a call to action of “See
More”.

40. INFLUENCERS
•We can find influencers by selecting musicians that already have
foundations and partnering with them. The artists that Zay works with,
like Future, Chance the Rapper, and Akon, would be perfect selections.
We have rapport with them and they may be able to offer assistance
on how to make our foundation better. Chance the Rapper’s father
worked for Barack Obama, who has a great foundation, so this would
be ideal.
•We would specifically ask them to be guests at our celebrity studded
gala and create selfie videos for their Instagram accounts with the call
to action.
•We can compensate them by giving them exclusive rights to $20,000
of beat production and a $5,000 donation to their own foundations.

41. CAMPAIGN
CONTENT

42. CAMPAIGN EDITORIAL
CALENDAR

46. SAMPLE SOCIAL
MEDIA POSTS

47. YouTube Video

48. The YouTube video appeals to the
target audience of upper middle
class donors who enjoy music/
social networking events.

50. This Instagram photo appeals to the target
audience of donors who enjoy attending
award shows and film premiers. The CTA
helps us achieve our primary campaign goal
of selling tickets.

52. This Instagram post resonates with our core
donor audience who value education and
giving back. Businesses who see this post
are more likely to sponsor/partner with us
on community events.

54. This Facebook post attracts empowered
women who value creativity, social
networking, and giving back. The CTA helps
achieve our campaign goal of ticket sales.

56. This Facebook reaches our core donor
audience with a CTA of donating. Donations
and raising money for the foundation is
always an underlying primary campaign goal.

58. This tweet resonates with our millennial
volunteer audience who values education, health
care, and the environment. Our CTA helps them
sign up to volunteer so they can use their skill
set to see the impact of their time.

59. AMPLIFICATION STRATEGIES
•Partner with ASCAP for the “Music in the Schools”
Program.
•Partner with the Georgia State School of Music by
creating a scholarship for needy students to be able to
attend the university.
•Partner with the Atlanta Symphony Orchestra to create
events that provide needy kids from the Atlanta Children’s
Shelter with an orchestra experience.

60. SOCIAL MEDIA AD BUDGET
•Weekly Facebook Ad Budget: $600
•Weekly Instagram Ad Budget: $400
•Total Ad Budget: $4000

61. Target Audience for Facebook Ads

62. SAMPLE
FACEBOOK
AD

63. INSTAGRAM FEED AND STORY AD SAMPLE

64. REFERENCES
Akon Lighting Africa. (n.d.). Akon Lighting Africa Facebook Page. Retireved from: https://www.facebook.com/AkonLightingAfrica/
Akon Lighting Africa. (n.d.). Akon Lighting Africa Instagram Page. Retrieved from: https://www.instagram.com/akonlightingafrica/
Bruns, Beth. (2017, Jun 20). 10 Things To Know About Entertainment Law. [abovethelaw.com] Retrieved from: https://abovethelaw.com/2017/06/10-things-to-know-about-entertainment-law/?rf=1
Campaign Creators. (n.d.). [Image]. Retrieved from: https://unsplash.com/photos/yktK2qaiVHI
Earl, Anna. (2019, August 27). [Photo]. Human. Retrieved from: https://unsplash.com/photos/Kd-2-iiFIEM
Free Wishes Foundation. (n.d.). Free Wishes Foundation Facebook Page. Retrieved from: https://www.facebook.com/freewishesfoundation/
Free Wishes Foundation. (n.d.). Free Wishes Foundation Instagram Page. Retrieved from: https://www.instagram.com/freewishesfoundation/
Grateful Hearts Foundation. (n.d.). Grateful Hearts Foundation Instagram Page. Retrieved from: https://www.instagram.com/gratefulheartsministries/
Grateful Hearts Ministries. (n.d.). Grateful herarts Ministries Facebook Page. Retrieved from: https://www.facebook.com/gratefulheartsatlanta/
Grone, Perry. (n.d.). [Image]. Retrieved from: https://unsplash.com/photos/lbLgFFlADrY
Imbrock, Spencer. (n.d.). [Image]. Retrieved from: https://unsplash.com/photos/JAHdPHMoaEA
Joyful Heart Foundation. (n.d.). Joyful Heart Foundation Facebook Page. Retrieved from: https://www.facebook.com/joyfulheart/
Joyful Heart Foundation. (n.d.). Joyful Heart Foundation Instagram Page. Retrieved from: https://www.instagram.com/thejhf/
Kurfeb, Sara. (n.d.). [Image]. Retrieved from: https://unsplash.com/photos/6lcT2kRPvnI
Luke, Kelsey. (2018, Feb 19). Millennial Volunteerism. [medium.com] Retrieved from: https://medium.com/unself/millennialvolunteerism-4c472c7fce4d
Lush Cosmetics. (2012, April 25). Lush Fighting Animal Testing: Live Demonstration at Regents Street. [youtube.com] Retrieved from: https://www.youtube.com/watch?v=f4K9iSyj_lk&t=14s
Lush Cosmetics. (n.d.). Lush Cosmetics Instagram Page. Retrieved from: https://www.instagram.com/lushcosmetics/
Nik. (n.d.). [Image]. Retrieved from: https://unsplash.com/photos/MAgPyHRO0AA
Player Law. (n.d.). [Image] Retrieved from: http://www.playerlaw.com/
Quirk, Dan. (2015, May 20). 3 Constituent Personas That Nonprofits Content Marketers Should Target. [topnonprofits.com] Retrieved from: https://topnonprofits.com/3-constituent-personas-that-nonprofit-content-marketers-should-target/
Social Work. (n.d.). Social Work Facebook Page. Retrieved from: https://www.facebook.com/SocialWorksChi/
Social Works. (n.d.). Social Works Instagram Page. Retrieved from: https://www.instagram.com/socialworks_chi/
Tibbs, Clark. (2017, September 7). [Photo]. Do Something Great. Retrieved from: https://unsplash.com/photos/oqStl2L5oxI
Zay Area Foundation. (n.d.) Zay Area Foundation Facebook Page. Retrieved from: https://www.facebook.com/zayareafoundation/
Zay Area Foundation. (n.d.). Zay Area Foundation Instagram Page. Retrieved from: https://www.instagram.com/zayareafoundation/