The document outlines a new marketing campaign for Teach 2 Reach and Meant 2 Live Foundation. It discusses integrating various social media platforms, creating a media database, and designing a manual to aid future marketing. A 12-month content calendar is proposed with planned posts for each month to increase awareness of Teach 2 Reach, promote mission trips, and encourage donations. Recommendations are made to find more teachers and develop on-campus partnerships to engage students in the program.

1. EXPLORING A
NEW
MARKETING
CAMPAIGN AND
ENSURING THE
SUCCESS OF
TEACH 2 REACH
George Mason University 180 DC
Dylan Maher
Evelien Krijnen

2. THE
CASE

3. INITIAL STATE OF THE CASE
• Limited presence on
social media.
• Absence of integration of
social media outlets.
• Lack of marketing
campaign & database.
– Minimal resources for
implementation.
• Minimal public knowledge
of Teach 2 Reach
program and Zambian
mission trips.

4. STRAT
EGY

5. NEW MARKETING CAMPAIGN
• Integration of social media platforms
– Hootsuite, Twitter, Tumblr, Facebook, Instagram,
Pinterest
• Creation of new media database
• Designed manual to aid future marketing intern
to ensure success of Meant 2 Live social media
presence
• Discovering new ways to display already
existing media content
• Increased presence of Teach 2 Reach
representation throughout media platforms

6. TUMBLR
• Creation of live Tumblr page formatting &
theme design.
• Formatting Tumblr to act as connecting
source of Meant 2 Live Foundation social
media platforms.
• Collection and assembly of Meant 2 Live
media database with: videos,
testimonials, photographs, blog posts,
and miscellaneous media.
• Creation, organization, & scheduling of
media blog posts for display on Tumblr
page currently and in future.

7. ANALYTICS

8. DELIVERABLE

9. INSTAGRAM
• Branding
• Positivity/motivation
• Quote incorporation
• Use of bright colors
• Pictures of the actual children

10. ANALYTICS

11. DELIVERABLE

12. PINTEREST
• Optimize name, boards, and pins
for a search
• Consistently pinning
• Optimal and different times of the
day
• Repin older pins
• Participate in Group Boards

13. ANALYTICS

14. DELIVERABLE

15. TWITTER
• Tweet at least 3 times a
day
– Links to facebook and
Tumblr, pictures of
instagram
• Use hash-tags; M2L and
trending hash-tags
• Use pictures
• Advertise Zambia, variety
of Meant 2 Live positions,
opportunities to get
involved, and donation
options

16. ANALYTICS

17. DELIVERABLE

18. FUTURE OF
CAMPAIGN

19. TIMELINE
Month
May - Upcoming mission trips, relate to Zambia, #whyzambiawednesday
- Be up to date with newsletter and M2L website
- National Teacher’s Day (May 6th)
June - Sharing past mission trip experiences from other M2L volunteers to gain
interest for upcoming trips
- Share past videos or upload new videos and remain integrating social media
hash-tags
July - Collect media from summer trip to start sharing right away
- Post previous experiences (videos, testimonials etc.) and about how people can
get involved the next year
- World Youth Day (Date TBD)
August - Remain updated on newsletter and M2L website
- Post media of trip and share links on how to get involved, donate to M2L, or
sponsor an orphan

20. TIMELINE
Month
September - Remain updated on newsletter and M2L website
- Share upcoming events and ways to get involved (donations, sponsoring
orphans, etc)
- International Peace Day (Sept. 21st)
October - World Smile Day (Oct. 2th), Make a Difference Day (Oct. 24th)
- Remain updated on newsletter and M2L website
November - Remain updated on newsletter and M2L website
- Incorporate thanksgiving and share upcoming events
- Universal Children’s Day (Nov. 20th)
December - Remain updated on newsletter and M2L website
- Share holiday celebrations and media from Zambia and the orphans at the
school, emphasize sponsoring an orphan as part of the holidays and New
Year’s holidays

21. TIMELINE
Month
January - Remain updated on newsletter and M2L website
- Wish followers a Happy New Year, create posts on M2L’s aspirations and plans
for the new year
- Recap accomplishments and stories from the previous year
February - Remain updated on newsletter and M2L website
- Begin sharing info about upcoming mission trips in the summer and share
experiences and media from past summer’s mission trips
- Valentine’s Day (Feb. 14th)
March - Remain updated on newsletter and M2L website, integrate hash-tag,s keep
followers up to date on how to get involved, and how they can donate to M2L
- International Earth Day (March 20th)
April - Remain updated on newsletter and M2L website
- Share info about upcoming mission trip, share past experiences, and integrate
social media hash-tags

22. FURTHER
SUGGEST
IONS

23. RECOMMENDATIONS
• Finding more teachers for Teach 2 Reach
– Create a brochure about the summer
programs and opportunities
– Spread to local religious based schools and
churches as a start; Paul VI Catholic High
School
• On-campus connections
– Develop a study abroad program for credit
within New Century College
– Reach out to on-campus organization: CRU,
volunteer organizations like Alpha Phi Omega

24. RECOMMENDATIONS
• Social Media Recommendations
– Follow other non-profits doing similar work;
partnership
• Global Youth Partnership for Africa (GYPA):
fostering understanding between young American
and African leaders, exchange programs
– Tailwind app for Pinterest analytics, SocialBro
– Hootsuite
• Interaction
– Keep hash-tags relevant
– Use at fund-raising events

25. TEACH 2
REACH

26. TEACHING POSITION
• Heather Neiderer, 24
• Teacher: private school,
middle school history
• Shares similar spiritual
mission
• “Everyone’s story is special
and you may never know
whom it might impact.”

27. THANK YOU!