Katso Media proposes managing Broadreach Corporation's social media campaign to promote HIV/AIDS testing among youth. They will use existing Education Ambassadors SA social media accounts with over 11,000 Facebook fans and 7,000 Twitter followers. The campaign goals are to raise awareness, increase discussions, and get youth to test through posts, ads, and engagement. Katso Media will create and publish content, respond to users, and provide weekly/monthly reports on metrics and results. Their fee is R9,500 per month for managing all social media platforms and providing marketing strategy, ads budget, and reporting to help Broadreach achieve its goals.

1. 26 Cedar Street
Unit 120
Johannesburg
Gauteng
2191
Phone: 011 050 7074
E-Mail:
dima@katsomedia.co.za
Web: www.katsomedia.co.za
SOCIAL
MEDIA
PROPOSAL
FOR
BROADREACH
CORPORATION

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1. Introduction
a. Welcome to Katso Media
At Katso Media, we bring a wealth of experience in social media, marketing and PR to our clients.
b. Our people
Our team is comprised of a diverse group of talented people, each with his or her unique strength
and experience.
c. Our Value
We focus on clearly defining the goals and activities which will get measurable results for you.
Especially for the Youth HCT social media marketing campaign, we know that we have to help you
achieve your campaign goals.
d. Our Tools
Just like no artist or builder can work without tools, we constantly evaluate and select tools to help us
manage efficiently and effectively.
2. Brief Summary
 The theme of the campaign will be “Young People Turning the Tide Against HIV/AIDS: UNAIDS 90-
90-90 eliminating HIV/AIDS BY 2030”.
 The main hashtag used for all social media campaigns will be #StopAIDS
 The campaign will be undertaken using social media to generate demand for testing amongst
youth throughout Sedibeng/ Gauteng.
 The campaign will be implemented on an existing social media platform with an existing
community.

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3. Goals
Our ultimate goal is to achieve results from Social Media activities. However, in order to achieve
these goals, we’ll make sure that our activities are efficient and focused on specific goals.
a. Save time/be efficient
Our team will use best practices
and tools to make sure no time is
wasted. Tools we use help us to
quickly create and curate
content and schedule it to make
sure our social networks are filled
with compelling posts.
BroadReach Goals
Social Media
Goals
Social Media
Activities
BroadReachGoals
Awareness
Reach Sedibeng/
Gauteng youth on social
media
Campaigns
Content
Increase HIV/AIDS
discussions
Monitor and engage
Decision Get Youth to test Advertise Posts
Retention
Word of mouth
marketing through post
sharing
Monitor for support
issues
Nurture relationships with
youth by proving
guidance

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b. Gain visibility into key campaign metrics
As we manage social media activity and experiment with different strategies and promotions, we’ll
be able to see which tactics work. For example, are posts about information of testing in hospitals
and other testing sites generating the most engagement? Or which Facebook ‘advertised post’ has
the most comments and shares? Analytics and metrics are core to developing an understanding of
which activities are driving the campaign forward best.
c. Specific Social Media Goals
While these are not the only social media goals, here are ones that we commonly target during
engagements.
i. Grow social following and fan base
Growing a following and fan base will help increase the reach for social media
activities. It will increase the potential for virality to occur on popular posts, thus
exponentially increases the audience for our messages.
 We will create posts, marketing call-to-actions, and other ways to
encourage fans to follow and engage with posts.

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ii. Increase engagement
A high quality, existing fan base will be open to engage with you, finding the right types
of posts and carefully planning an appropriate mix of promotional versus informative
posts will be critical to increasing engagement.
 We will create and curate content which is engaging to youth and
encourage them to engage/discuss
iii. Convert fans into leads
Sometimes fans aren’t ready to participate just yet, but moving them along in your
activity funnel is your goal. Creating workshop event invite on social media, encouraging
youth via social media to attend evening entertainment events, or testing day events
can grow your leads and increase your options for inviting them to more workshops in
future.
 We will promote your lead generation pages and links on social
media.

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iv. Get participants
Converting a social media fan to a participant is your ultimate goal, and all of our
activities are designed to move the youth down that path. Word of mouth marketing on
social media can increase campaign awareness. Better yet, when people share
campaign posts with their friends of friends, the campaign can reach more youth.
 We will promote workshops, community/SABC radio youth
programmes tied to the campaign, special entertainment events
that lead to youth testing, and where possible, track attendance
resulting from social media activities.
4. Getting Set Up
It’s easy for us to get started with the following steps:
Social Media Accounts
The campaign will be implemented using an existing social media platform with a large following
amongst young people in Gauteng or nationally. If the existing platform is not available or identified
by BroadReach as yet, Katso Media would like to recommend Facebook and Twitter pages of
Education Ambassadors SA.
 Education Ambassadors SA is a non-profit organization owned by Dimakatso Lukhele, owner
of Katso Media.
 The organisation was started on social media with the aim of reaching out to the youth and
to offer them opportunities. Part of what the platform does is:
 To publish career opportunities available in the private and the government sector.
 To invite young and unknown writers to write articles, opinion piece or even poems
about education, entrepreneurship, leadership and much more to be published on
Education Ambassadors SA website with hundreds of views.
 To create events at different schools and invite motivational speakers to motivate
the youth. Watch previous event here.
 For more info about this potential social media platform to be used tagging
Sedibeng/Gauteng DOH twitter and Facebook accounts at all times, visit:
www.educationambassadors.org.za

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 Below are the Education Ambassadors SA social media pages stats:
 Facebook: 11 000+ existing fans
 Twitter: 7 000+ existing followers

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5. Establishing a Workflow
a. Process
Our process is easy. We manage the Youth HCT campaign on social media, write content and
respond to youth and measure results by providing weekly/monthly reports.
b. Workflow
It’s important for you to know the general processes we use to create and curate content for
posting, schedule posts, monitor and engage, and create promotional campaigns. We follow this
process to ensure quality, timeliness, and efficiency of our activities.
Community
Management
Monitor posts and
responses
Encourage discussions
Manage posting
schedule
Content
Write Posts
Send to client for
approval before
posting
Subject
Matter Expert
Content to be based
on the #StopAiIDS
campaign
Select posts to
advertise in order to
reach more youth
Campaign
Management
Create posts to
advertise
Manage and run
Facebook ads
Collaborate with
"Sedibeng/Gauteng
DOH" to reach more
youth
Identify best
performing and
engaging posts

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Workflow for scheduling posts
6. Social Media Channels
a. Facebook
Facebook allows for real-time updates and interactions, while offering space for longer posts and add-
ons such as event pages, groups, and applications. Facebook is where the Youth HCT campaign will
shine through!
We will therefore use Facebook to:
 showcase the importance of the campaign (testing, knowing your status)
 to feature informative content,
 promote workshops and entertainment events for the youth,
 raise brand awareness
Facebook Platform Objectives
 Update branding of profile to the existing Facebook page with campaign cover/profile and
photos
 Add apps to Facebook - link to relevant website pages
•Prepare Drafts
Content
Creator
•Approve drafts
•Or give
feedback
BroadReach
•Edit/Finalise
drafts
Content
Creator
•Schedule final
approved posts
Community
Manager

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 Create “Calls to Action”
 Post once daily, 4-7 days per week
 Share relevant content/articles
 Share photos
 Tag other like-minded organisations such as Sedibeng/Gauteng DOH accounts
 Create a YouTube tab on the page to share youth videos
 Advertise and promote posts in order to reach more youth
 Look at Return On Investment
 Determine next steps
b. Twitter
Functioning like a micro blog, Twitter is a huge news source with information being shared as it becomes
available. Twitter allows for interaction, video and photo sharing, but limits posts to 140 characters,
making it simple and most efficient when regularly updated.
We will therefore use Twitter to:
 a conversational platform to handle follower comments and questions
 engage and connect with key influencers
 we will also use Twitter to drive conversation around key hashtag #StopAids
 retweet related youth content so that our content is not too self-serving
Twitter Platform Objectives
 Update branding of profile to the existing Twitter page with campaign cover/profile and photos
 Adjust bio information to improve SEO (Search Engine Optimisation*)
 Identify key profiles to follow
 Post 1-8 times per day
 Select best post times using Katso Media analytics tools
 Establish automated responses to new followers
 Send more traffic to your website

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 Position yourself as an expert in your industry
 Secure Twitterviews – Interviews held on Twitter with e.g. influential youth, influencers etc.
 Retweet relevant information
 Share provided photos/videos
 Use existing hashtag and create as needed
 Keep expanding Twitter community
 Stay current
 Monitor mentions and retweets
 Identify influencers and supporters of the youth HCT campaign
7. Analytics & Reporting
It’s important that we measure the results of our efforts, and whether you’d like weekly/monthly
reports, you can be confident that we strive for results, not just activities.
a. Daily and Weekly Analytics
Our team regularly reviews our dashboards for monitoring metrics such as fan base
growth, demographics, post reach, and engagement (retweets, likes, comments
etc.). If we notice anything unusual, we collaborate to find solutions, and make
adjustments accordingly.
b. Report creation
We will create a summary report for you about our activities and results for the period. Content of
the report can be customised depending upon the objectives and any specific campaigns or focus
for the time period.
Below is a sample of potential report charts from the Dashboard which could be included in your
report.

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Here is a sample of the Campaign Dashboard which provides campaign level analytics on the
series of posts.

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8. Other Activities
a. Image gallery maintenance
We will keep a gallery of commonly used,
approved images for use in marketing
campaigns and social media posts. Frequently
used images in posts can be stored in the Youth
HCT campaign photo Gallery.
b. Key hashtags to use etc
Use #StopAIDS in posts and document it so we
can be diligent and consistent with the use of
hashtags in posts.
9. Summary
Katso Media is uniquely positioned to provide you with the social media management services and
results you need to help with the “Young People Turning the Tide Against HIV/AIDS: UNAIDS 90-90-90
eliminating HIV/AIDS BY 2030” campaign and help BroadReach achieve its goals. We hope that you
have received a detailed view into how we manage the social media for our clients, and have the
confidence you need to select Katso Media for this engagement.

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10. Fees
1 ACCOUNT
Our social media package managed across all
platforms as per the proposal includes weekly
content published across social media
accounts.
Also included:
- Daily Community Management
- Targeted Marketing Strategy
- R500 in Facebook Monthly AdWords
- ROI weekly/monthly report
R9 500 per month
11. Terms
 Billed monthly
 40% upfront fee upon approval
 Excluded are the direct costs which include:
 Graphic design
 Transport to workshops/events
 Technology equipment hire
 Accommodation (should Katso Media be needed at campaign events outside
location)

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12. Accepted
Katso Media Contact Signature BroadReach Corporation Contact Signature
Katso Media Contact Name (Printed) BroadReach Corporation Contact Name
(Printed)
Date BroadReach Corporation Contact Job Title
Date