Campaign assignment

1. UUNIk Academy Inc.
http://uunikacademy.org
By TaShawn Ransome
TRansome@fullsail.edu

2. What is UUNIK
Academy?
503C Non- profit
Organization
Located/ Founded in
Knoxville, Tn; Reggie
Jenkins - September
2003.
Services young African
American/ Urban Youth
ages 10-17 by fostering
positive experiences.

3. Who is the Target
Audience?
Urban Youths aged
10-17
Their parents
App Developers
Youth Educators
Investors

4. Social Media
Presence:

5. Customer Profile #1
Markus Brown
Middle school student
• Demographics
• 15
• Male
• Middle School
• Parents income
• Student/ child
• Knoxville, Tn
• Buying Habits
• Minor
• When parents
allow
• instagram
• Other kids his
age
• Psychographics
• Care free
• Family opinion
• goring up
• Personality
• Interests / hobbies
• Content & Messaging
• Preparation for
success, study skills,
etc.

6. Customer Profile #2
Jamal Kingston
Investor/
Parent
• Demographics
• 37
• Male
• Masters Finance
• Over 80k
• Married, kids
• Knoxville, Tn
• Buying Habits
• Investor
• often
• varies
• LinkedIn
• Psychographics
• Attitudes
• Values
• Lifestyle
• Personality
• Interests / hobbies
• Content & Messaging
• Become a loyal
donor, and enroll
his children in
activities offered

7. Campaign Goals:
Primary Goal: Research and
development (crowdsourcing new ideas
and products). Why? The Owners want to
expand options of activities that are
offered to the youth.
Secondary Goal: Promotion (such as
for an upcoming launch, webinar, or
event)

8. Calls To Action:
Primary CTA: Get people to make
donations or sponsor needed
materials for expanding the offered
programs.
Secondary CTA: Get more youth
participants enrolled in offered
programs.

9. Platforms Of Focus:
1. Facebook
2. Instagram
3. LinkedIn/ Youtube ?

10. Metrics Of
Measurement:
Number of donations made
Number of event registrations
( Based on our chosen Target market,
channels, and campaign goals these
metrics align most; measuring these
metrics will yield the best data from the
campaign telling us the most about our
target audience.)

11. Competitor 1: Emerald
Youth Foundation
Twitter, FB, Insta, and
YouTube
Content includes pictures
and videos capturing
program activities or
promoting upcoming events
About 4,000 followers/
likes/subscriptions in all
across all platforms
Moderate engagement
levels across all platforms

12. Competitor 2: Knoxville
Inner City Kids Outreach
(KICKO)
FB, Twitter, LinkedIn,
YouTube, Insta, Google+
Video Testimonials,
stories, pictures of
events
About 1,500 followers/
likes/subscribes across
all social platforms
Low engagement levels

13. Example of
Successful
Facebook
Campaign:
1.Qatar Airways posts about
football because their audience
likes that; they also change their
cover/profile photo often
2. Dove posts inspirational videos
the are not about buying soap and
asks their audience to tag people
in posts.

14. Example of
Successful
Instagram
Campaign:
1. World bicycle relief posts
images of people whom they
have helped directly.
2. Posts images that display
the dire need for clean water
in various parts of the world

15. Example of
Successful
YouTube
Campaign:
1. Project renewal shares the
stories of homeless families who
have been through their program
2. Never thirst uses video to
depict their ministry model, the
impact it makes, and a specific
call to action

16. Plan 1: Facebook
Provide posts with visuals along with quotes
and fun facts pertaining to brand subject
matter (Memes, comics, fun posts, trivia, etc).
Inform the audience of events, and answer
any questions that may arise (solve a problem).
Update 1-2 times a day
CTA’s include: like our page, make a donation,
visit the website, share our posts

17. Plan 2: Instagram
Posts visuals of behind the scene footage, and event
photos that further relay the brand story; also video
snippets from larger compilations that will be
available on YouTube.
Quotes and text from educational workshops/ events
to inspire, engage ad make our audience curious.
Update posts 2-3 times a day
CTA’s include: donate, volunteer, participate, visit us
on the web, like or tag a person

18. Plan 3: YouTube
Videos from events, testimonials from
parents, students, or volunteers, and footage
from workshops.
Promo videos, etc.
Updates monthly, like a monthly newsletter,
or after each scheduled event
CTA’s include: Subscribe/ like, become
involved, share the video

19. Cross-Promotion:
Announce events on mostly one channel, FB/ Insta.
So to stay updated people will have to follow one.
post video snippets that will lead audience to
watch the full video on Youtube and also like/
subscribe.
Run contest on one platfrom only.
Update one platform more often than the other two,
but update them all with different content during
different times of the day, etc.

20. Influencers:
A popular high school student can be used as an
influencer to gain the interest of other students to
become involved; student would become like a brand
ambassador.
Also an state representative can be asked to spread
word of mouth information about the business to gain
donors and participants.
Another option is to use an entire school or principal.
Convince the principal to partner with the program for
after school activities and use this situation to
influence other schools in the are to do the same.

21. Content Calendar

22. Sample Post for
Facebook

23. Sample Post for
Instagram:

24. Sample post for
Twitter:

25. Amplification
Strategies
Partner w/ tutoring program -Devante Sales
Partner with catering business to cater food
for workshops and help get the word out
Partner w/ schools and other youth
programs in the community.
Produce videos and events with partners
take pictures for visuals.

26. Sample Ad W/
Budget