7. Existing content strategy
Online
Offline
Provides a free advertising space in May every year
中國南方報業集團
4 stores
4 production
cooperatives
Beijing, Shanghai, Guangzhou and Sichuan
Channel Targets Content Update Achievement
Mass
Announcements
Interactions
Flexible Posts: 2517
Followers: 4590
Share fair trade knowledge
Share organization activities
Once a month Followers: 120
Recruit volunteers
Share volunteer journals
Post photos of activities
Flexible Followers: 4468
Beijing, Shanghai, Hangzhou and Macau
7
9. Ultimate goal
Make fair trade into a new fashion.
Encourage more consumers to recognize the financial disadvantages
producers and suppliers in Mainland China face.
Current goal
Operate the on-hand projects
Aggregate more people
Long-term goal
Bring “去遠鄉學手藝” into real market operation cooperation into
regular tours.
1. Buy ticket
2. Go to countryside
2. Go to workshop in city
Learn to make handicraft
3. Make handicraft
9
10. Ultimate goal
Promote “去遠鄉學手藝” → Promote iFAIR and Fair Trade
Current goal
Attract more people to pay for the “去遠鄉學手藝” project
Acquire more new volunteers to work for iFAIR
Raise awareness of the concept of Fair Trade
10
11. KPI
The effect of promotion on our multi-platforms
• E.g. Number of visit, unique visit, page views, share, repost, mention, comment
• Tool: Google Analytics; KM Social
The market sales. Such as sales revenue, sales increase, etc.
Tools: Liangzihengdao and Jianghuce.
The number of volunteer.
How to measure our objectives?
11
12. KPI
The effect of promotion on our multi-platforms,
• E.g. Number of visit, unique visit, page views, share, repost, mention, comment
• Tool: Google Analytics; KM Social
The market sales. Such as sales revenue, sales increase, etc.
Tools: Liangzihengdao and Jianghuce.
The number of volunteer.
How to measure our objectives?
12
13. KPI
The effect of promotion on our multi-platforms,
• E.g. Number of visit, unique visit, page views, share, repost, mention, comment
• Tool: Google Analytics; KM Social
The market sales. Such as sales revenue, sales increase, etc.
Tools: Liangzihengdao and Jianghuce.
The number of volunteer.
How to measure our objectives?
13
14. KPI
The effect of promotion on our multi-platforms,
• E.g. Number of visit, unique visit, page views, share, repost, mention, comment
• Tool: Google Analytics; KM Social
The market sales. Such as sales revenue, sales increase, etc.
Tools: Liangzihengdao and Jianghuce.
The number of volunteer.
How to measure our objectives?
14
17. Producer Retailer ConsumerCooperative iFAIR
Producer Buyer Reseller Dealer Wholesaler Retailer Consumer
Tradition
iFAIR
Chinese traditional crafts
17
18. To enable handicraftsmen to improve
their livelihood and encourage the
inheritance of traditional crafts.
To provide fair pay to the disadvantaged
handicraftsmen.
Mission Value
18
21. Offline Channel
Cityzine, a famous Chinese lifestyle magazine,
targets mainly at Chinese young generation,
offers free AD page every May of the year.
As our NGO does not have enough fund to arrange
multiple offline activities, we conduct most our
works online.
21
22. Online Channel-Existing
highly engaged interactions
virality
open public platform
good environment for CRM
community with common interests
topics like arts, lifestyle, travel are super popular
official, brand building
direct interaction between consumers & seller
22
23. make transactions.
discount/sale is always attractive
community of knowledge
must-visit sites for backpackers and travel lovers to check
out information
expressive , understandable & interactive
Online Channel-Added
23
24. Weibo Wechat Corp Website Douban Zhihu Travel Websites E-commerce Websites Youku
Concept Experience Concept Customs Product Promotion video
Experience Recruit Volunteers Fair Trade Coming Program
iFAIR & Fair Trade Case
News
Coming program Program
Information Disclosure
Content Map
Information & Story Volunteer’s experience Customs
Recruit Volunteers for Programs and Organizations
Program & Product
24
28. customer photo and experience sharing, long-term volunteer recruitment on Douban community
Updates on recent activities, fare trade cases, fare trade product display on official Websites
Travel websites
Customs and program
Zhihu
Q&A about iFAIR
Weibo/WeChat
Handcraft workshop
Official website
Introduction of iFAIR
Awareness Consideration Conversion Engagement
Weibo/Wechat
Learning trip
Douban
Experience sharing
Weibo/Wechat
Event
Taobao
Reminder of remaining quota
Group buying website
Countdown board
Group buying website
Reminder of remaining quota
Weibo
Sharing → lucky draw
Weibo
Show handicraft→lucky draw
Douban
Show handicraft→lucky draw
Douban
Share experience
April May Jun July
Implementation Plan
Product
蝴蝶是苗族人的祖先。銀蝴蝶，見證了
控拜銀匠龍師傅的愛情。帶著你對愛的
期許，踏上去遠鄉的旅程，跟著龍師傅
打造愛的銀蝴蝶，給你和你的TA一個不
一樣的情人節！掃一掃樂創益淘寶店鋪
二維碼，瞭解更多。
Project
如果漂泊是你的宿命，那麼“家”是什麼？
對苗族人來說，人走而家隨，銀飾就是
他們的家。探訪苗家村寨，學制控拜銀
飾，體驗公平貿易旅行，背上包，去遠
鄉，探尋不一樣的自己。掃一掃樂創益
淘寶店鋪二維碼，瞭解更多。
28
30. Implementation Plan
customer photo and experience sharing, long-term volunteer recruitment on Douban community
Updates on recent activities, fare trade cases, fare trade product display on official Websites
Travel websites
Customs and program
Zhihu
Q&A about iFAIR
Weibo/WeChat
Handcraft workshop
Official website
Introduction of iFAIR
Awareness Consideration Conversion Engagement
Weibo/WeChat
Learning trip
Douban
Experience sharing
Weibo/Wechat
Events
Taobao
Reminder of remaining quota
Group buying website
Countdown board
Group buying website
Reminder of remaining quota
Weibo
Sharing → lucky draw
Weibo
Show handicraft→lucky draw
Douban
Show handicraft→lucky draw
Douban
Share experience
April May Jun July
30
32. 32
2. Family trip
Chase the trend of 爸爸去哪儿
Children’s Day—family workshop
Summer holiday—family trip
33. 33
3. Design competition
Cooperate with design schools
↓
Online competition
↓
Best design—end product
↓
Gift to winner
Traditional handicraftsmen lack of
fashionable design for products
35. Implementation Plan
customer photo and experience sharing, long-term volunteer recruitment on Douban community
Updates on recent activities, fare trade cases, fare trade product display on official Websites
Travel websites
Customs and program
Zhihu
Q&A about iFAIR
Weibo/WeChat
Handcraft workshop
Official website
Introduction of iFAIR
Awareness Consideration Conversion Engagement
Weibo/WeChat
Learning trip
Douban
Experience sharing
Weibo/Wechat
Event
Taobao
Reminder of remaining quota
Group buying website
Countdown board
Group buying website
Reminder of remaining quota
Weibo
Sharing → lucky draw
Weibo
Show handicraft→lucky draw
Douban
Show handicraft→lucky draw
Douban
Share experience
April May Jun July
35
37. Implementation Plan
customer photo and experience sharing, long-term volunteer recruitment on Douban community
Updates on recent activities, fare trade cases, fare trade product display on official Websites
Travel websites
Customs and program
Zhihu
Q&A about iFAIR
Weibo/WeChat
Handcraft workshop
Official website
Introduction of iFAIR
Awareness Consideration Conversion Engagement
Weibo/WeChat
Learning trip
Douban
Experience sharing
Weibo/WeChat
Event
Taobao
Reminder of remaining quota
Group buying website
Countdown board
Group buying website
Reminder of remaining quota
Weibo
Sharing → lucky draw
Weibo
Show handicraft→lucky draw
Douban
Show handicraft→lucky draw
Douban
Share experience
April May Jun July
37
38. Implementation Plan
customer photo and experience sharing, long-term volunteer recruitment on Douban community
Updates on recent activities, fare trade cases, fare trade product display on official Websites
Travel websites
Customs and program
Zhihu
Q&A about iFAIR
Weibo/WeChat
Handcraft workshop
Official website
Introduction of iFAIR
Awareness Consideration Conversion Engagement
Weibo/WeChat
Learning trip
Douban
Experience sharing
Weibo/WeChat
Event
Taobao
Reminder of remaining quota
Group buying website
Countdown board
Group buying website
Reminder of remaining quota
Weibo
Sharing → lucky draw
Weibo
Show handicraft→lucky draw
Douban
Show handicraft→lucky draw
Douban
Share experience
April May Jun July
38
