This document outlines a plan to improve the social media presence for the city of Detroit. It identifies goals to increase social media followers and likes. Research found Detroit's social media does not reflect its legacy as a land of opportunity and is falling behind other cities. The key insight is that Detroiters want to be stakeholders in rebuilding their city. The proposed solution is a #DearDetroit campaign that provides Detroit citizens a platform to connect, have their voices heard, and help rebuild their city through social media takeovers, a microsite, and on-site activations. The goal is for the campaign to immediately drive impact and engagement on social platforms.

2. DEAR DETROIT
— Rise & Grind —
January 2016

3. DEAR DETROIT
— Rise & Grind —

4. AGENDA
CHALLENGE GOALS RESEARCH KEY INSIGHT
PROMISE EXECUTIONS MEDIA PLANS
CONCLUSION

5. DETERMINE A UNIFIED VOICE
FOR THE CITY OF DETROIT
IMPROVE THE
SOCIAL MEDIA
FOR THE CITY OF DETROIT
THE CHALLENGE

6. 2017
2016
INCREASE SOCIAL FOLLOWING BY
GOALS
1,975 4,735 2,163
7,000 7,000 60,000

7. METHODOLOGY
PRIMARY
RESEARCH
SECONDARY
RESEARCH

8. DETROIT’S LEGACY: THE LAND OF OPPORTUNITIES

9. HOWEVER,THE SOCIAL MEDIA DOES NOT REFLECTTHIS
FOLLOWERS/LIKES CONTENT
1,975
4,735
2,163
Basic updates that
gives Detroiters what
they need but maybe
not what they want
Repeated
content from
Twitter
Photos around the
city from a singular
perspective

10. DETROIT IS FALLING BEHIND OTHER CITIES ON SOCIAL

11. DETROIT IS FALLING BEHIND OTHER CITIES ON SOCIAL

12. DETROIT IS FALLING BEHIND OTHER CITIES ON SOCIAL

13. DETROIT IS FALLING BEHIND OTHER CITIES ON SOCIAL
LACK OF PROPER BRAND & LACK OF CONSISTENCY

14. OUR SOCIAL IS UNINTENTIONALLY WIDENING THE DIVIDE
LACK OF
DIVERSE
INFORMATION
LACK OF
UPDATED
PERSPECTIVES

15. LACK OF
DIVERSE
INFORMATION
OUR SOCIAL IS UNINTENTIONALLY WIDENING THE DIVIDE
LACK OF
UPDATED
PERSPECTIVES
40% DON’T
HAVE WIFI IN
THEIR HOMES

16. PEOPLE ARE
DISTRACTED BYTHE
SHINY AND NEW
TODAY DETROIT IS THE LAND OF THE DISENFRANCHISED
NEW BUSINESSES ARE
TAKING ADVANTAGE OF
THE CITY BUT NOT IT’S
PEOPLE
70%
of Detroit Jobs
Held By
Commuters
30%
of Detroit jobs
held by
Detroiters

17. YOUNG
ACHIEVERS
WHO MAKES UP DETROIT BYTHE NUMBERS
MAIN STREAM
FAMILIES
SUSTAINING
FAMILIES
25-44 35-54 <55
$37,332 $36,282 $27,536
1.9
Million
2.1
Million
1.8
Million
AGE
INCOME
HOUSEHOLDS
IN THE U.S.

18. SELF-STARTERS,
NEW COMERS
WHAT DO THESE DETROITERS LOOK LIKE
CURRENT
RESIDENTS
DIVERSE
FAMILY MIX
Young College
Graduates
Diverse Single
Parents
Mixed populace of
Hispanics,Asian,
African-American
singles and families
Returning
Detroiters
Ethnically
Diverse
Most
economically
challenged
Commercial
based mom
and pop shops
First
Generation
Americans
Strive to improve
their lower
middle class

19. WHAT CONNECTS DETROITERS?

20. WHAT CONNECTS DETROITERS?
A MUTUAL LOVE FOR THE CITY

21. WHAT CONNECTS DETROITERS?
A MUTUAL LOVE FOR THE CITY
“Dear Detroit, focus
on your own culture.
Focus on the children
and instilling their
legacy, their history
into them”
“Dear Detroit, hold
on to your
communities. Do
whatever you can to
hold on to and build
your legacy”
“Dear Detroit,
don’t be scared of
change but please
keep your soul,
embrace musical
legacy”
Drake Phifer,VP of Marketing
at Real Times Media
Asia Hamilton, small
business owner
Olayami Dabl’s, MBAD
African Bead Museum Artist

22. THE KEY INSIGHT
Detroiters know they’re
stakeholders
in building the next great
American City
but they need a vehicle
to enabletheir growth

23. THE PROMISE
The city of Detroit
provides a platform for
the citizens to connect
and be heard

24. CREATIVE CONCEPT & EXECUTIONS
DEAR DETROIT
includes all citizens to
rebuild their city

25. MANDATORIES
Branding Interacting Curating

26. #DEARDETROIT
DEARDETROIT.LOVE
MICROSITE
ON SITE
ACTIVATIONS

27. INSTAGRAM TAKEOVER

28. DMOJI COMPETITION

29. SPIRIT HUBS
SIT ON IT DETROIT
NEIGHBORHOOD ASSOCIATIONS
PARTNERSHIPS WITH:

30. A CAMPAIGN THAT IMMEDIATELY DRIVES IMPACT
MEDIA
PLAN

31. MEDIA PLAN

32. Dear Detroit