Conduct social media strategy to raise awareness of child poverty in the North East of England.

1. SOCIAL MEDIA STRATEGY
Integrated Marketing Communications

2. CONTENT
• Introduction - campaign objectives.
• The target audience.
• Strategies & measurements of campaign objectives.
• Quarterly campaigns & solutions.
• Website & its qualities.
• Other aspects.
• New logo & Conclusion

3. CONTENT
• Introduction - campaign objectives.
• The target audience.
• Strategies & measurements of campaign objectives.
• Quarterly campaigns & solutions.
• Website & its qualities.
• Other aspects.
• New logo & Conclusion

4. CAMPAIGN OBJECTIVES
• To raise awareness of child poverty in the North East of
England.
• To exert extra pressure on local MPs to prioritise the
objective of reducing child poverty.
• To forge long-term engagement with our supporters.

5. CONTENT
• Introduction - campaign objectives.
• The target audience.
• Strategies & measurements of campaign objectives.
• Quarterly campaigns & solutions.
• Website & its qualities.
• Other aspects.
• New logo & Conclusion

6. WHO WILL OUR TARGET AUDIENCE BE?
• Research has shown that children’s non-profit organisations are
mainly supported by grandparents so essentially older people.
However, their support is largely financial.
• On the other hand, majority of the supporters of human rights
non-profit organisations are highly educated.
• Support increases as people move through their 20’ reaching a peak
at between 35-40 years old and then drops off afterwards.
• NECP Commission isn’t a charity and isn’t seeking funds from
individuals so this disqualifies the older demographic who support
children’s non-profit organisations.

7. WHO WILL OUR TARGET AUDIENCE BE?
• ‘NECP Commission’s aim is to provide all children in the North East region with
an equal chance in life through effective lobbying, influencing and campaigning
group that can help to build public support for actions that improve the lives
of poor children living in the North East’.
• However, we suggest that NECP Commission be positioned as a campaigning
organisation aimed at influencing both local governments.
• By providing better housing, child tax credits and supporting their parents to
provide basic things such as a balanced diet and clean clothes.
• Therefore, the target audience should be educated and influential people from
students to politicians from both sides of the political spectrum.

8. CONTENT
• Introduction - campaign objectives.
• The target audience.
• Strategies & measurements of campaign objectives.
• Quarterly campaigns & solutions.
• Website & its qualities.
• Other aspects.
• New logo & Conclusion

9. OBJECTIVE ONE
Strategy: Awareness Video
The purpose of the video:
• To highlight the most shocking facts of poverty in the North
East.
• To expose the name and goals of the NECP Commission.
• To give them the opportunity to take action and engage with
the NECP Commission. (Objective 2 & 3)
TO RAISE AWARENESS OF CHILD POVERTY
IN THE NORTH EAST OF ENGLAND.

10. AWARENESS VIDEO

11. OBJECTIVE ONE
How will it be achieved?
Proposed Partnerships with:
• National Union of Students (NUS)
o Facebook (23,922 likes and 385 talking about this)
o Twitter (18,064 followers and 4,018 tweets)
• Barnardo’s
o Facebook (21,946 likes and 384 talking about this)
o Twitter (13,286 followers and 3,479 tweets)
o YouTube (66 videos)
• Save the Children
o Facebook (134,164 likes and 11 talking about this)
o Twitter (20,816 followers and 5,399 tweets)
o YouTube (more than 500 videos)
• NSPCC
o Facebook (146,392 likes and 1,809 talking about this)
o Twitter (17,913 followers and 3,545 tweets)
o YouTube (254 videos)
TO RAISE AWARENESS OF CHILD POVERTY
IN THE NORTH EAST OF ENGLAND.

12. OBJECTIVE ONE
• Action for Children
• Facebook (11,235 likes and 249 talking about this)
• Twitter (8,101 followers and 8,334 tweets)
• YouTube (55 videos)
• The Fostering Network
• Facebook ( 3,527 likes and 98 talking about this)
• Twitter (985 followers and 1,318 tweets)
• National Children's Bureau (NCB)
• Facebook (1,055 likes and 23 talking about this)
• Twitter (2,551 followers and 1,741 tweets)
• YouTube (24 videos)
• Oxfam UK
• Facebook (80,186 likes and 1,563 talking about this)
• Twitter (30,432 followers and 3,835 tweets)
• YouTube (466 videos)
•
TO RAISE AWARENESS OF CHILD POVERTY
IN THE NORTH EAST OF ENGLAND.

13. OBJECTIVE ONE
• These websites have a large online and social media
presence.
• These websites have social media icons (share features).
• Taking advantage of their online and social media
presence improves the number and quality of backlinks.
TO RAISE AWARENESS OF CHILD POVERTY
IN THE NORTH EAST OF ENGLAND.

14. OBJECTIVE ONE
How will we measure the success?
• YouTube views.
• Likes, followers, group members, etc.
• Webmetrics:
• Website visits.
• Returning visits.
• Page views per visit.
• Time on the page.
• Time on the site.
• Bounce rate.
• Next pages.
• Number and quality of backlinks.
TO RAISE AWARENESS OF CHILD POVERTY
IN THE NORTH EAST OF ENGLAND.

15. OBJECTIVE TWO
How will it be achieved?
• By getting people to the NECP Commission‘s website
via the video.
• By entering their postcode which will send a letter to
their local MP.
• If a significant number of letters are sent we will have
achieved the objective of exerting pressure.
TO EXERT EXTRA PRESSURE ON LOCAL
MPS TO PRIORITISE THE OBJECTIVE
OF REDUCING CHILD POVERTY.

16. OBJECTIVE TWO
How will it be measured?
• Number of letters sent
• Using previous webmetrics to measure how many people
visited the website and didn‘t take action.
TO EXERT EXTRA PRESSURE ON LOCAL
MPS TO PRIORITISE THE OBJECTIVE
OF REDUCING CHILD POVERTY.

17. OBJECTIVE THREE
How will it be achieved?
• By getting people to share all videos, website content and
campaigns.
• Social media icons will be displayed and people will be
encouraged to share:
• Awareness & Campaign Videos
• Website Content
• Individual Campaign Information
TO FORGE LONG-TERM ENGAGEMENT
WITH OUR SUPPORTERS.

18. OBJECTIVE THREE
How will it be measured?
• Social media shares.
• Twitter feeds.
TO FORGE LONG-TERM ENGAGEMENT
WITH OUR SUPPORTERS.

19. CONTENT
• Introduction - campaign objectives.
• The target audience.
• Strategies & measurements of campaign objectives.
• Quarterly campaigns & solutions.
• Website & its qualities.
• Other aspects.
• New logo & Conclusion

20. QUARTERLY CAMPAIGN IDEAS
• Campaign One: We Choose Income Over Benefits!
• Low skills.
• Low wage.
• Limited job availability/lack of suitable opportunities.
• No access to childcare/caring responsibilities.
• Poor health (mental & physical).

21. QUARTERLY CAMPAIGN IDEAS
 Campaign Two: Will Your Choice Be Heating Or A
Balanced Meal?!
• Poor quality of housing.

22. QUARTERLY CAMPAIGN IDEAS
• Campaign Three: Mental Imbalance An Indicator Of Neglect
• Failure to provide the right care and attention to a child's needs.
• Not being taken to the doctor when they're ill.
• Being ignored when distressed, or even when excited or happy.
• Having no opportunity to participate in sports with their parents or
with other children

23. QUARTERLY CAMPAIGN IDEAS
• Campaign Four: Inequality of Education & Attainment
• Low rate of social mobility.
• Limited social networks.
• Domestic violence.
• Higher rates of ill health e.g. low birth weight & obesity.
• Substance misuse.
• Poor grades.

24. SOLUTIONS FOR THE CAMPAIGNS
• Lifting families out of deprivation cannot be achieved by concentrating on
family income alone.
• By providing targeted support to families at an early stage,
intergenerational cycles of deprivation can be successfully broken.
• The Government's commitment to ending child poverty by 2020
addresses the economic roots of social immobility as well as structural
disadvantage.
• Act now to exert pressure on local authorities to provide the
infrastructures to deliver the aspirations of the UK government e.g. new
funding arrangement, adequate staffing of public services, etc.

25. CONTENT
• Introduction - campaign objectives.
• The target audience.
• Strategies & measurements of campaign objectives.
• Quarterly campaigns & solutions.
• Website & its qualities.
• Other aspects.
• New logo & Conclusion

26. HAVING A WEBSITE IS VITAL
• 1) Increased Exposure:
• Think about it ANYTIME or EVERYTIME you want to look for
an organisation you probably start with the internet.
• A website provides access without barriers e.g. login details.
• 2) Expression of Organisation Identity and Branding:
• Distinctiveness is the key and having a website gives the freedom to
express the very nature of NECP Commission.
• Anything from your corporate theme color, tag-line or layout makes
it stick in your prospective partners/ supporters’ mind.

27. HAVING A WEBSITE IS VITAL
• 3) TRUST:
• A carefully crafted website expressing the nature of your business
and what it has to offer, if done beautifully well builds TRUST.
• Any visitor to your company’s website is a prospective
partner/supporter. You want your visitors to at least give you the
opportunity to provide them with the information they require.
• Visual aesthetics, a nice clean corporate image layout and relevant
information on a website could easily accomplish this.

28. WEBSITE QUALITIES THAT SHOULD BE ADOPTED
1) Simple website with quality imageries.
 http://www.bigsisters.bc.ca/en/Home/default.aspx

30. WEBSITE QUALITIES THAT SHOULD BE ADOPTED
 2) Call partners and supporters to take action.
 http://www.wwf.org.uk/what_we_do/campaigning/

31. WEBSITE QUALITIES THAT SHOULD BE
ADOPTED
1) Simple website with quality imageries.
 http://www.bigsisters.bc.ca/en/Home/default.aspx
 http://www.ugm.ca
 2) Call partners and supporters to take action.
 http://www.endchildpoverty.org.uk/what-you-can-do
 http://www.wwf.org.uk/what_we_do/campaigning/
3) Update content with the most vital information.
 http://www.liberty-human-rights.org.uk/media/press/2012/-
for-their-eyes-only-liberty-launches-campaign-against-

32. WEBSITE QUALITIES THAT SHOULD BE ADOPTED
3) Update content with the most vital information.
 http://www.liberty-human-
rights.org.uk/media/press/2012/-for-their-eyes-only-
liberty-launches-campaign-against-g.php

33. WEBSITE QUALITIES THAT SHOULD BE
ADOPTED
3) Update content with the most vital information.
 http://www.liberty-human-
rights.org.uk/media/press/2012/-for-their-eyes-only-
liberty-launches-campaign-against-g.php
 http://www.liberty-human-rights.org.uk/media/

34. CONTENT
• Introduction - campaign objectives.
• The target audience.
• Strategies & measurements of campaign objectives.
• Quarterly campaigns & solutions.
• Website & its qualities.
• Other aspects.
• New logo & Conclusion

35. 1.Tate 573 K follower
OTHER ASPECTS - EXAMPLES

37. 2.Oxfam(242K followers)

38. 10-20 tweets/day.
High-quality pictures.

39. eg: communicate with followers and hold a topic about current
hot pot, then print out the tweets and show them during the
parade.

40. Reporting their activities a.s.a.p.

41. DogTrust

42. Frequently respond to everyone who @ it.

43. RSPCA(34K followers)
Little games to ask followers to pay attention

44. •Tate
Most viewed video:
http://www.youtube.com/watch?v=rRZR3nsiIeA&list=PL146CE5FA976AC803&index=4&feature=plcp
YouTube

45. 2.Oxfam
Attractive homepage
Video list:
http://www.youtube.com/playlist?list=PL30E05D4DFC0A7D8F&feature=plcp

46. Most viewed video: (John and Donna’s story, 32,855 views)
http://www.youtube.com/watch?v=xsLH2HUS1e8&list=PL30E05D4DFC0A7D8F&index=4&feature=plpp_video

47. CONTENT
• Introduction - campaign objectives.
• The target audience.
• Strategies & measurements of campaign objectives.
• Quarterly campaigns & solutions.
• Website & its qualities.
• Other aspects.
• New logo & Conclusion

48. JUSTIFICATION OF NEW LOGO
• Although the current logo is good, the meaning isn’t easily
understood.
• The new logo speaks about hope, dreams and
opportunities.

49. CONCLUSION
• The awareness must lead to an action
• Action should be as easy as possible for supporter
• Ongoing evaluation
• Dynamic approach