2. +
The client
Charity based in the New Forest area, established in 1987
Help young people aged from 12-25
Facing homelessness
Help avoid drug addiction and alcohol abuse
Dealing with emotional and mental health issues
3. +
The task with the client
IYC were faced with possible funding cuts
To encourage donations from local community and area
Attract other sources of funding
5. +
Objectives of the campaign
Raising Awareness
Facebook – double the amount of likes the page has
Twitter – Increase followers from 556 to 700
Mention reach and use of hashtag(s)
Press – 7 (minimum) press mentions, print, online and radio within the next 3 months
Website Traffic – WAITING ON INFORMATION
Encouraging Donations
Connecting with local businesses – minimum of either 2 big businesses or 3 small businesses
JustGiving – measure how they are connecting with the link (Facebook/Twitter etc.) WAITING
6. +
Application to campaign
Based on Barcelona Principles
Set goals: social media increases and use
Measured Outcomes and Outputs: measured website traffic
Business Results: We aimed to connect them with businesses – build relationships
Media Measurements: Social media engagement and followers/likes
Transparency: Different use of media – online, broadcast and print – measure
distribution
7. +
Tactics – to raise awareness
Social media awareness
- more activity on Facebook and Twitter
- communicating with similar groups/pages
- promoting IYC JustGiving page, website
- YouTube Q&A video
Networking – connecting with local businesses
9. +
Problems that arose
Hired a social media expert
Restructuring their organisation
Nothing to promote – no press releases
10. +
How we dealt with it
Prepare a package for them to take away
Research and planned for them
They can implement it when they are ready
11. +
What’s in the pack
Q&A Layout and Story Board
Press releases (drafts and templates)
Social media generic posts
How to use LinkedIn in a more effective way
Flyer
Local Businesses contact list
12. +
Could have
Facebook – double likes to 550
Twitter – Increase followers by 30%
Mention reach and use of hashtag(s)
Press – 7 (minimum) press mentions, print, online and radio within the next 3 months
Website Traffic –Triple website traffic
13. +
What did happen
Website traffic: 114 views – 4,702 views
Twitter: 556 – 764 followers
Facebook – no visible increase due to problems that arose
14. +
Thanks
We were very happy to have worked with such a great cause and hope that the tools
we have provided them with will be beneficial in the future.
Editor's Notes
Young people can access It’s Your Choice services in a number of ways:
Weekly drop-in sessions at a variety of locations
One to one counselling
Through their school, college, youth club or pupil referral unit
It’s Your Choice were being faced with cuts by the Hampshire county council which would then cut down their ability to keep up the substantial work they were doing within the New Forest area. Our task was to try and account for these funds from somewhere else, preferably from the local community including local businesses and affluent people.
To start this however, we needed to raise awareness of the charity within the local area. Both online and in-person as such.
Our aim was to raise awareness of the client to encourage donations and funding from within the local area
What was included within the brief
When creating our objectives and tactics we based them upon the Barcelona principles. Not all principles applied to our campaign tactics, but we found the principles helped create solid tactics and objectives for the campaign.
Main way for us to keep track of what tactics were being implemented when and also a main channel of communication with the client.
IYC employed a social media manager when we began our time with them. Although this was useful to have someone constantly manning the social media it did make our job harder by having to rely on a third party. We resorted to making suggestions and drafting posts and tweets that were sent to Alice to post at her discretion. This of course had an effect on our objectives as we did not have full control of the output.
Due to cuts the government are making in certain sectors, IYC were in a situation during our time there that meant restructuring their services and also in unknown territory in regards to their finances. This had effects on our work, particularly in areas concerning promotion with press releases. This was because due to being in a difficult situations IYC were unable to participate in or run any events that would be news worthy. Although general press releases were made they were just informational and therefore did not attract any attention. We also found this was an issue when contacting radio stations, without anything to promote they were unable to discuss IYC.
Due to the restructuring of the charity, we had to rethink about our timing of our tactics and how to implement them. As we had already started trying to implement some of the tactics such as the press releases, planning of YouTube Q&A sessions and social media content we decided to keep these and create a campaign pack for IYC to take away with them.
This allows them to implement the tactics when they are ready, and also saves them time from researching and collaborating information as it will be there in the pack.
The pack will include draft press releases and a template. Media contacts, social media drafts such as tweets and Facebook posts. It will include the layout of the YouTube Q&A along with the themes and questions for the counsellors. The pack will also include a business list of local business and their contact details to send them the leaflets that have been created to inform about the charity and encourage donations
This is what we hoped to gain for the client when we first created the brief.
