The document provides a report on the development of a campaign video created by a student team for Adobe Creative Cloud and LADbible Group. It discusses the post-production process which included editing the video footage in Adobe Premiere Pro according to the storyboard. Design decisions were made to format the video for social media sharing, keep it under a minute, and include numbered captions to clearly convey the message. Logos and animations were also created using Adobe tools to brand the campaign for recognition across platforms.
This document proposes a 3-month marketing campaign to promote emerging artist Stanzin and his folk-pop music. The campaign will create viral short videos showcasing Stanzin's talents and persona to build an audience on social media. It will include weekly videos, a website, 2 music videos and social media posts. The goal is to reach 50,000 engagements and 5,000 followers to support Stanzin's debut release. The target market is Gen Z females ages 20 interested in social causes. The campaign aims to tell Stanzin's story through creative content emulating popular influencers to generate buzz and fans.
The document discusses using mass media campaigns for health communication. It outlines several theoretical models for how campaigns can influence behavior change, from the traditional "educator's model" of providing information leading to attitude and then behavior change, to the "advertiser's model" of using an "irrelevant motivator" to grab attention and create an initial behavior. It presents Sandman's environmental communications model, which combines these approaches by using a motivator to trigger an initial small behavior and induce cognitive dissonance, then providing information to resolve the dissonance and support continued behavior change. The document also covers defining target audiences, developing campaign messages based on formative research, implementing the campaign, and evaluating its impact on exposure, attitudes,
MASS COMMUNICATION AND PUBLIC AWARENESS CAMPAIGNS Ankit Dabral
This document discusses mass communication and public awareness campaigns. It defines mass communication and describes various mass media such as newspapers, magazines, television, radio, internet, films, outdoor media, and mobile phones. It then compares different modes of communication in terms of importance and preference, such as television versus newspapers, internet versus newspapers, and television versus radio. Finally, it discusses determining the effectiveness of public awareness campaigns, actions to take after a campaign, and how to measure a campaign's effectiveness.
The role of media in public health promotionNaveed Shahzad
The document discusses the role of media in public health promotion. It defines media and describes its various types, including newspapers, magazines, television, radio, and the internet. It outlines the history of media from its origins in printing to modern electronic forms. The document then discusses health education and promotion, explaining how professionals in the field create programs to educate the public on various health issues. Both the advantages and disadvantages of using mass media for public health promotion are explored. The document concludes with recommendations for how health educators can help people understand and interpret media messages regarding health.
The document discusses several topics related to mass communication and medical advances enabled by technology. It begins by defining mass communication as public communication transmitted electronically or mechanically to large audiences. It then discusses an immunization campaign in India called Pulse Polio, as well as several foundations focused on AIDS/drug abuse awareness and eye donation. The document also notes some benefits and limitations of mass media, and concludes by discussing advances in telemedicine, medical tourism, and use of informatics in healthcare.
Public Relations Practice 2014: Week 3Kane Hopkins
The document discusses several models and theories relevant to public relations campaigns and practice. It covers situational theory of publics which segments audiences into categories based on their involvement and recognition of issues. Four models of public relations are described: press agentry focuses on propaganda; public information provides truthful information; two-way asymmetric aims to change audience beliefs through research; and two-way symmetric builds understanding through dialogue. Social exchange theory and systems theory are also referenced in relation to communication and relationships. Child abuse, domestic violence, and drinking culture issues in New Zealand are briefly outlined.
Public Relations Practice 2014: Week 2Kane Hopkins
The document provides an overview of topics related to public relations practice, including reputation, persuasion, and propaganda. It discusses how reputation consists of both identity and image, and the importance of managing a company's reputation. It outlines principles of persuasion such as identification and action. Propaganda techniques are examined, such as using glittering generalities, transfer, testimonials, and appealing to emotions like fear. Cutlip, Center and Broom's four principles of persuasion are also summarized.
This document proposes a 3-month marketing campaign to promote emerging artist Stanzin and his folk-pop music. The campaign will create viral short videos showcasing Stanzin's talents and persona to build an audience on social media. It will include weekly videos, a website, 2 music videos and social media posts. The goal is to reach 50,000 engagements and 5,000 followers to support Stanzin's debut release. The target market is Gen Z females ages 20 interested in social causes. The campaign aims to tell Stanzin's story through creative content emulating popular influencers to generate buzz and fans.
The document discusses using mass media campaigns for health communication. It outlines several theoretical models for how campaigns can influence behavior change, from the traditional "educator's model" of providing information leading to attitude and then behavior change, to the "advertiser's model" of using an "irrelevant motivator" to grab attention and create an initial behavior. It presents Sandman's environmental communications model, which combines these approaches by using a motivator to trigger an initial small behavior and induce cognitive dissonance, then providing information to resolve the dissonance and support continued behavior change. The document also covers defining target audiences, developing campaign messages based on formative research, implementing the campaign, and evaluating its impact on exposure, attitudes,
MASS COMMUNICATION AND PUBLIC AWARENESS CAMPAIGNS Ankit Dabral
This document discusses mass communication and public awareness campaigns. It defines mass communication and describes various mass media such as newspapers, magazines, television, radio, internet, films, outdoor media, and mobile phones. It then compares different modes of communication in terms of importance and preference, such as television versus newspapers, internet versus newspapers, and television versus radio. Finally, it discusses determining the effectiveness of public awareness campaigns, actions to take after a campaign, and how to measure a campaign's effectiveness.
The role of media in public health promotionNaveed Shahzad
The document discusses the role of media in public health promotion. It defines media and describes its various types, including newspapers, magazines, television, radio, and the internet. It outlines the history of media from its origins in printing to modern electronic forms. The document then discusses health education and promotion, explaining how professionals in the field create programs to educate the public on various health issues. Both the advantages and disadvantages of using mass media for public health promotion are explored. The document concludes with recommendations for how health educators can help people understand and interpret media messages regarding health.
The document discusses several topics related to mass communication and medical advances enabled by technology. It begins by defining mass communication as public communication transmitted electronically or mechanically to large audiences. It then discusses an immunization campaign in India called Pulse Polio, as well as several foundations focused on AIDS/drug abuse awareness and eye donation. The document also notes some benefits and limitations of mass media, and concludes by discussing advances in telemedicine, medical tourism, and use of informatics in healthcare.
Public Relations Practice 2014: Week 3Kane Hopkins
The document discusses several models and theories relevant to public relations campaigns and practice. It covers situational theory of publics which segments audiences into categories based on their involvement and recognition of issues. Four models of public relations are described: press agentry focuses on propaganda; public information provides truthful information; two-way asymmetric aims to change audience beliefs through research; and two-way symmetric builds understanding through dialogue. Social exchange theory and systems theory are also referenced in relation to communication and relationships. Child abuse, domestic violence, and drinking culture issues in New Zealand are briefly outlined.
Public Relations Practice 2014: Week 2Kane Hopkins
The document provides an overview of topics related to public relations practice, including reputation, persuasion, and propaganda. It discusses how reputation consists of both identity and image, and the importance of managing a company's reputation. It outlines principles of persuasion such as identification and action. Propaganda techniques are examined, such as using glittering generalities, transfer, testimonials, and appealing to emotions like fear. Cutlip, Center and Broom's four principles of persuasion are also summarized.
Social marketing presentation november 2016Jim Mintz
This document provides an introduction and overview of social marketing planning for behavior change. It discusses key concepts in social marketing including the benefits of adopting a social marketing approach, challenges, and how meaningful impact takes time. It outlines the key components of a social marketing plan including conducting a situation analysis through environmental scans, SWOT analysis, market segmentation, identifying target audiences and influencers. It also discusses setting objectives using the SMART framework, conducting social marketing research, branding, positioning using the 4 P's of marketing framework covering product, price, place and promotion. The document emphasizes that social marketing requires a strategic long-term approach to effectively change behaviors.
Public Relations Practice 2014: Week 1Kane Hopkins
This document provides an overview of a public relations course taught by Dr. Kane Hopkins at Massey University. It includes contact information for Dr. Hopkins, as well as an outline of assignments, tutorials, and course content. The course will cover key topics such as definitions of public relations, the public relations process, audiences, and Wellington's demographic and psychographic profiles as examples. Students are reminded to complete assigned readings, attend workshops beginning next week, and to stay in touch with their family members.
Public Relations Practice 2014: Week 4Kane Hopkins
The document discusses the key steps in effective public relations planning: research, planning, communication, and measurement. It emphasizes that research should inform all aspects of planning and should account for 10% of the budget. Research involves understanding issues, publics, attitudes, and information needs. Planning establishes goals, objectives, strategies, tactics, timelines and budgets. The document outlines Freitag's four questions for creating a PR plan: analyzing the current situation, defining goals and objectives, developing strategies and tactics, and planning evaluation. Objectives should be SMART. Overall, the document provides an overview of best practices for research-driven PR planning and evaluation.
This document provides a presentation by LBPR on their campaign for the Irish Association for Infant Mental Health. The key points are:
1. LBPR conducted research including interviews and surveys to understand attitudes towards infant mental health and the IAIMH. This informed a PEST and SWOT analysis of the organization.
2. The campaign will target both secondary caregivers like nurses and educators in Phase 1, and primary caregivers like parents in Phase 2.
3. LBPR outlined objectives and strategies for the campaign, including creating engaging content for the IAIMH website, building their LinkedIn presence, and launching an article collection for graduates in infant mental health fields.
Mind Over Media: Analyzing Contemporary Propaganda WorkshopRenee Hobbs
This 3-hour workshop offers ideas about how to teach about contemporary propaganda to learners from all around the world. We consider the potential of media literacy to address issues of radicalization and extremism.
Mind Over Media: Presentation at Hosei University JapanRenee Hobbs
Professor Renee Hobbs reviews research on media literacy and talks about analyzing contemporary propaganda as a means to promote intellectual curiosity and intercultural understanding
Social marketingconceptapplicationofsocialmarketingonorganizationsJoanTorayno1
This document discusses the concept of social marketing and its applications. It begins by defining social marketing and tracing its origins. Social marketing aims to promote social good by applying traditional marketing principles like product, price, place and promotion to non-commercial issues. It has been used effectively in areas like health, safety, environment and social participation. However, social marketing faces some challenges in implementation due to the difficulty of changing behaviors. The document then reviews literature on social marketing applications in various fields such as health, education and environment. It concludes by discussing how social marketing can help businesses gain competitive advantage by engaging in activities that benefit the community.
The document provides an overview of the topics that will be covered in Week One of a course on transforming communities through project design and public relations for social campaigns. The week will include an introduction to the course requirements, an understanding of public relations, and discussions on PR campaigns and transforming communities. It defines public relations and discusses its role from both a managerial and communicative perspective. It also outlines some classic definitions of PR, explores PR in different contexts such as non-profit and government sectors, and discusses elements of successful PR campaigns including research, planning, execution and evaluation.
Branding & public relations presentationChris Cathers
Branding and public relations are important aspects of any business. Branding involves defining a business's identity through elements like its logo, website, and promotional materials to attract target customers. An effective brand gives a competitive edge. Developing a brand strategy determines how and where the brand message will be communicated. Consistency and strategic branding build brand equity, which adds perceived value and profitability. Defining the brand involves understanding customers and bringing in outside help. An effective public relations strategy manages information flow to persuade stakeholders through cost-effective media like press releases, speaking engagements and social media content.
Public relations plays an important role in promoting organizations and managing their relationships and reputation with key stakeholders. It aims to build goodwill and distribute positive information about an organization through various communication tools and channels at a lower cost than advertising. Some of the main functions of public relations include press relations, product publicity, corporate communications, lobbying, and advising management. Common public relations tools include written materials, events, media relations, corporate identity materials, and community involvement. An effective public relations strategy incorporates two-way communication to understand stakeholder perspectives and help organizations address any issues before they become problems.
The document outlines an agenda for a workshop on effective social media strategy and tactics for networked nonprofits. The morning session will focus on developing an integrated social media strategy and assessing how online networks have impacted organizations. The afternoon includes mini-workshops on developing content and measurement strategies for specific channels like Facebook and Twitter. Attendees will leave with directions for creating an integrated social media strategy and tips for platforms like Facebook and Twitter.
This document outlines the purpose, aims, techniques, and impact of several campaigns and organizations. It discusses campaigns aimed at raising awareness of issues like drinking and driving, homelessness, and recycling. For each campaign, it describes the overall purpose as raising awareness and bringing about change. It discusses techniques like using bold text, images, and shocking tones to grab attention. It also provides evidence that while some campaigns have increased awareness, the issues themselves may still be ongoing problems.
The document summarizes a presentation about lessons learned from Barack Obama's successful use of social media in his 2008 presidential campaign. It discusses how Obama and other Democrats had built on prior uses of social media in political campaigns. A key strategy Obama employed was creating his own social media platform, MyBarackObama.com, which encouraged supporter engagement and organization. The document analyzes MyBarackObama.com using the KUDOS framework to understand how it provided useful, desirable, open, and shareable content for both supporters and the campaign.
The significance of brand and how to research it, drawing on the experiences of two national charities and nfpSynergy’s experience in tracking charity brands over time.
Social Media: Strategies & Case Studies discusses the rise of social media and opportunities it provides for businesses. It outlines strategies like listening, speaking, engaging, evangelizing, adopting, and provides case studies of companies that successfully utilized these strategies. Some key highlights include Dominos monitoring social media to contain a food contamination crisis, Mattel gaining customer insights through online communities, and Salesforce reducing costs by crowdsourcing ideas.
The document summarizes four case studies of social campaigns. Each case study includes the purpose, aims, techniques used, and impact of the campaign. The first campaign was Barack Obama's 2008 presidential campaign, which aimed to raise awareness and change voting behavior. Techniques included emphasizing "change" and using Obama's image. The impact was that Obama was elected president. The second campaign aimed to provide media access for people with disabilities. Techniques included African-inspired images and fonts to connect to the subject. The impact was gaining significant support. The third campaign aimed to address alcohol abuse by changing habits and attitudes. Techniques included an ambiguous image and harsh tone. The impact was a decline in alcohol consumption. The fourth campaign aimed to
Team Outdoor Group Paper1. Executive SummaryNature is an unt.docxssuserf9c51d
Team Outdoor: Group Paper
1. Executive Summary
Nature is an untapped resource that provides limitless opportunities to explore, learn, and grow. It plays a grand role in our lives; however, far too often, it is overlooked and underappreciated. In a world that is increasingly becoming more reliant and connected with technology, it is critical to acknowledge the importance of nature. Therefore, our group, Team Outdoors, worked fervently to develop a strong message that emphasizes the importance of connecting with nature, preserving the environment, and exploring new possibilities outside. Collaboration was essential to ensure the successful promotion of our mission, given the short time frame. Therefore, we partnered with Camping Club, an existing student organization, to promote this message across a wide network of peers in an efficient and effective manner. A key component of our team’s objective was to address the United Nations goal, Life on Land. This objective emphasized the importance of disconnecting from technology, developing environmental awareness, and establishing a connection with nature. A multitude of marketing strategies were employed to maximize our outreach and overall effectiveness as a unit. These strategies included: identifying our market, segmenting a specific target niche, positioning our message, and delivering our message across various social media forums.
Our target market consisted of health & environmental activists, adventure seekers, and active lifestyle advocates. The demographics of our target audience consisted of young millennials with an even distribution of male and female. With this in mind, we tailored our marketing strategy to be engaging and relatable to this specific crowd. Therefore, we utilized social media outlets such as Facebook, Instagram, and Youtube. These forums are a prime source for young millennial engagement. Additionally, we utilized viral trends to deliver a message that was informative and relatable.
Overall, the integration of several marketing strategies proved to be successful. Each post generated an increasing amount of social media engagement. As a result, all of our social media pages gained followers, likes, and views. There is a strong, positive correlation between the volume of our posts and the amount of viewership that our pages received. These results testify to the effectiveness and efficiency of our team’s message and the overarching marketing strategy.
2. Introduction of Group Selected
Two groups took part in our marketing strategy. Firstly, we selected a group of Non-UCR students that were SRC members. These students represented the demographic of individuals who were outside of our immediate influence since they were not students. Therefore, it gave us a varying perspective as to how we can engage with individuals who are not directly related to our demographic. In addition to their Non-student status, this sample test market also had additional criteria. They ha ...
The document discusses how Gravity Thinking uses social intelligence to understand consumer conversations and develop marketing strategies for clients. It provides examples of how Gravity Thinking analyzed social media discussions regarding brands like Philips, Sailor Jerry rum, Maximuscle, Gaggia coffee machines and air fryers to develop targeted strategies addressing consumer interests and concerns.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Kami Watson Huyse and Geoff Livingston's powerpoint on Integration Social Media into a larger marketing plan. Presented on April 22 at NewComm Forum 2008.
Social marketing presentation november 2016Jim Mintz
This document provides an introduction and overview of social marketing planning for behavior change. It discusses key concepts in social marketing including the benefits of adopting a social marketing approach, challenges, and how meaningful impact takes time. It outlines the key components of a social marketing plan including conducting a situation analysis through environmental scans, SWOT analysis, market segmentation, identifying target audiences and influencers. It also discusses setting objectives using the SMART framework, conducting social marketing research, branding, positioning using the 4 P's of marketing framework covering product, price, place and promotion. The document emphasizes that social marketing requires a strategic long-term approach to effectively change behaviors.
Public Relations Practice 2014: Week 1Kane Hopkins
This document provides an overview of a public relations course taught by Dr. Kane Hopkins at Massey University. It includes contact information for Dr. Hopkins, as well as an outline of assignments, tutorials, and course content. The course will cover key topics such as definitions of public relations, the public relations process, audiences, and Wellington's demographic and psychographic profiles as examples. Students are reminded to complete assigned readings, attend workshops beginning next week, and to stay in touch with their family members.
Public Relations Practice 2014: Week 4Kane Hopkins
The document discusses the key steps in effective public relations planning: research, planning, communication, and measurement. It emphasizes that research should inform all aspects of planning and should account for 10% of the budget. Research involves understanding issues, publics, attitudes, and information needs. Planning establishes goals, objectives, strategies, tactics, timelines and budgets. The document outlines Freitag's four questions for creating a PR plan: analyzing the current situation, defining goals and objectives, developing strategies and tactics, and planning evaluation. Objectives should be SMART. Overall, the document provides an overview of best practices for research-driven PR planning and evaluation.
This document provides a presentation by LBPR on their campaign for the Irish Association for Infant Mental Health. The key points are:
1. LBPR conducted research including interviews and surveys to understand attitudes towards infant mental health and the IAIMH. This informed a PEST and SWOT analysis of the organization.
2. The campaign will target both secondary caregivers like nurses and educators in Phase 1, and primary caregivers like parents in Phase 2.
3. LBPR outlined objectives and strategies for the campaign, including creating engaging content for the IAIMH website, building their LinkedIn presence, and launching an article collection for graduates in infant mental health fields.
Mind Over Media: Analyzing Contemporary Propaganda WorkshopRenee Hobbs
This 3-hour workshop offers ideas about how to teach about contemporary propaganda to learners from all around the world. We consider the potential of media literacy to address issues of radicalization and extremism.
Mind Over Media: Presentation at Hosei University JapanRenee Hobbs
Professor Renee Hobbs reviews research on media literacy and talks about analyzing contemporary propaganda as a means to promote intellectual curiosity and intercultural understanding
Social marketingconceptapplicationofsocialmarketingonorganizationsJoanTorayno1
This document discusses the concept of social marketing and its applications. It begins by defining social marketing and tracing its origins. Social marketing aims to promote social good by applying traditional marketing principles like product, price, place and promotion to non-commercial issues. It has been used effectively in areas like health, safety, environment and social participation. However, social marketing faces some challenges in implementation due to the difficulty of changing behaviors. The document then reviews literature on social marketing applications in various fields such as health, education and environment. It concludes by discussing how social marketing can help businesses gain competitive advantage by engaging in activities that benefit the community.
The document provides an overview of the topics that will be covered in Week One of a course on transforming communities through project design and public relations for social campaigns. The week will include an introduction to the course requirements, an understanding of public relations, and discussions on PR campaigns and transforming communities. It defines public relations and discusses its role from both a managerial and communicative perspective. It also outlines some classic definitions of PR, explores PR in different contexts such as non-profit and government sectors, and discusses elements of successful PR campaigns including research, planning, execution and evaluation.
Branding & public relations presentationChris Cathers
Branding and public relations are important aspects of any business. Branding involves defining a business's identity through elements like its logo, website, and promotional materials to attract target customers. An effective brand gives a competitive edge. Developing a brand strategy determines how and where the brand message will be communicated. Consistency and strategic branding build brand equity, which adds perceived value and profitability. Defining the brand involves understanding customers and bringing in outside help. An effective public relations strategy manages information flow to persuade stakeholders through cost-effective media like press releases, speaking engagements and social media content.
Public relations plays an important role in promoting organizations and managing their relationships and reputation with key stakeholders. It aims to build goodwill and distribute positive information about an organization through various communication tools and channels at a lower cost than advertising. Some of the main functions of public relations include press relations, product publicity, corporate communications, lobbying, and advising management. Common public relations tools include written materials, events, media relations, corporate identity materials, and community involvement. An effective public relations strategy incorporates two-way communication to understand stakeholder perspectives and help organizations address any issues before they become problems.
The document outlines an agenda for a workshop on effective social media strategy and tactics for networked nonprofits. The morning session will focus on developing an integrated social media strategy and assessing how online networks have impacted organizations. The afternoon includes mini-workshops on developing content and measurement strategies for specific channels like Facebook and Twitter. Attendees will leave with directions for creating an integrated social media strategy and tips for platforms like Facebook and Twitter.
This document outlines the purpose, aims, techniques, and impact of several campaigns and organizations. It discusses campaigns aimed at raising awareness of issues like drinking and driving, homelessness, and recycling. For each campaign, it describes the overall purpose as raising awareness and bringing about change. It discusses techniques like using bold text, images, and shocking tones to grab attention. It also provides evidence that while some campaigns have increased awareness, the issues themselves may still be ongoing problems.
The document summarizes a presentation about lessons learned from Barack Obama's successful use of social media in his 2008 presidential campaign. It discusses how Obama and other Democrats had built on prior uses of social media in political campaigns. A key strategy Obama employed was creating his own social media platform, MyBarackObama.com, which encouraged supporter engagement and organization. The document analyzes MyBarackObama.com using the KUDOS framework to understand how it provided useful, desirable, open, and shareable content for both supporters and the campaign.
The significance of brand and how to research it, drawing on the experiences of two national charities and nfpSynergy’s experience in tracking charity brands over time.
Social Media: Strategies & Case Studies discusses the rise of social media and opportunities it provides for businesses. It outlines strategies like listening, speaking, engaging, evangelizing, adopting, and provides case studies of companies that successfully utilized these strategies. Some key highlights include Dominos monitoring social media to contain a food contamination crisis, Mattel gaining customer insights through online communities, and Salesforce reducing costs by crowdsourcing ideas.
The document summarizes four case studies of social campaigns. Each case study includes the purpose, aims, techniques used, and impact of the campaign. The first campaign was Barack Obama's 2008 presidential campaign, which aimed to raise awareness and change voting behavior. Techniques included emphasizing "change" and using Obama's image. The impact was that Obama was elected president. The second campaign aimed to provide media access for people with disabilities. Techniques included African-inspired images and fonts to connect to the subject. The impact was gaining significant support. The third campaign aimed to address alcohol abuse by changing habits and attitudes. Techniques included an ambiguous image and harsh tone. The impact was a decline in alcohol consumption. The fourth campaign aimed to
Team Outdoor Group Paper1. Executive SummaryNature is an unt.docxssuserf9c51d
Team Outdoor: Group Paper
1. Executive Summary
Nature is an untapped resource that provides limitless opportunities to explore, learn, and grow. It plays a grand role in our lives; however, far too often, it is overlooked and underappreciated. In a world that is increasingly becoming more reliant and connected with technology, it is critical to acknowledge the importance of nature. Therefore, our group, Team Outdoors, worked fervently to develop a strong message that emphasizes the importance of connecting with nature, preserving the environment, and exploring new possibilities outside. Collaboration was essential to ensure the successful promotion of our mission, given the short time frame. Therefore, we partnered with Camping Club, an existing student organization, to promote this message across a wide network of peers in an efficient and effective manner. A key component of our team’s objective was to address the United Nations goal, Life on Land. This objective emphasized the importance of disconnecting from technology, developing environmental awareness, and establishing a connection with nature. A multitude of marketing strategies were employed to maximize our outreach and overall effectiveness as a unit. These strategies included: identifying our market, segmenting a specific target niche, positioning our message, and delivering our message across various social media forums.
Our target market consisted of health & environmental activists, adventure seekers, and active lifestyle advocates. The demographics of our target audience consisted of young millennials with an even distribution of male and female. With this in mind, we tailored our marketing strategy to be engaging and relatable to this specific crowd. Therefore, we utilized social media outlets such as Facebook, Instagram, and Youtube. These forums are a prime source for young millennial engagement. Additionally, we utilized viral trends to deliver a message that was informative and relatable.
Overall, the integration of several marketing strategies proved to be successful. Each post generated an increasing amount of social media engagement. As a result, all of our social media pages gained followers, likes, and views. There is a strong, positive correlation between the volume of our posts and the amount of viewership that our pages received. These results testify to the effectiveness and efficiency of our team’s message and the overarching marketing strategy.
2. Introduction of Group Selected
Two groups took part in our marketing strategy. Firstly, we selected a group of Non-UCR students that were SRC members. These students represented the demographic of individuals who were outside of our immediate influence since they were not students. Therefore, it gave us a varying perspective as to how we can engage with individuals who are not directly related to our demographic. In addition to their Non-student status, this sample test market also had additional criteria. They ha ...
The document discusses how Gravity Thinking uses social intelligence to understand consumer conversations and develop marketing strategies for clients. It provides examples of how Gravity Thinking analyzed social media discussions regarding brands like Philips, Sailor Jerry rum, Maximuscle, Gaggia coffee machines and air fryers to develop targeted strategies addressing consumer interests and concerns.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Kami Watson Huyse and Geoff Livingston's powerpoint on Integration Social Media into a larger marketing plan. Presented on April 22 at NewComm Forum 2008.
12 Small Businesses That Found Success on Social MediaHootsuite
After years of speaking with our small business customers to address the challenges and highlight successes of social media, patterns are beginning to form. We wanted to highlight the overlapping and individual social media goals of businesses industry-wide—not only to recognize their successes, but also to inspire others through examples. After all, 78% of consumers say that social messages from businesses influence their purchases. Here’s a presentation that showcases 12 small businesses who found success on social media.
The document discusses social action and community media production. It focuses on the work of social action organizations and their promotional materials, from posters to leaflets to websites. The purpose includes bringing about local, national, or global change; changing attitudes; raising awareness; challenging dominant representations; and more. Effective techniques used in media include images, color schemes, fonts, tone, and other elements. Case studies are provided on organizations like Compassion in World Farming and their impact in changing policies around sow stalls. [/SUMMARY]
How to Create a Social Media Strategy to Effect Social ChangeCindy Frei
Last week I spoke to a group of 40 students from Saudi Arabia here as a part of Legacy International’s Saudi Young Leaders Exchange Program, sponsored by the Embassy of the United States. I was invited to speak about #socialmedia and how to create a strategy to effect social change. I hope the students learned as much from the presentation as I did from them.
Unlocking Social Data to Transform Market Research and Consumer InsightsDavid Guy
Social media has fundamentally change how consumers create and consume data. This presentation demonstrates how marketers can unlock this data and presents four clear case studies on how companies are putting this data to use.
Pr when the public does most of the relating by john bellJohn Bell
The truth is that our definition of “media” has exploded. Our idea of “influencers” has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of “earned media”?
originally published 2008
The P&G recycling campaign aimed to promote recycling of P&G haircare products and create global change around reducing waste. P&G, a large multinational company, hoped their campaign would be widely recognized and motivate their large customer base to participate. The techniques included leveraging P&G's global brand recognition and marketing all their haircare products as recyclable. While the impact is unknown as P&G did not report results, other recycling campaigns that offered rewards like discounts saw more success than P&G's campaign alone.
This evaluation form provides guidance for evaluating projects at Level 3 of the Extended Diploma. It outlines sections for an overview of the project, research conducted, development of ideas, outcomes, personal response, evaluation of challenges and successes, analysis of skills developed, and an action plan for future improvements. The evaluator used this template to provide a self-evaluation of their group project focused on creating an online platform appealing to their target demographic of 16-24 year olds interested in nature and the future.
Collectively Review 2014-2016: making sustainable ways of living the new normalWill Gardner
In October 2014, Collectively (www.collectively.org) was born. Our aim was to engage young people around the world in sustainable ways of living and consuming, through the power of compelling content and collaborative action.
Sponsored by more than thirty of the world's leading multinational companies, and with a powerful and passionate network of NGO collaborators and changemakers, over the last two years we've learnt a lot about great sustainability storytelling; collaboration; and giving the next generation the opportunity and inspiration to drive change.
This is a review of what we've done, what we've achieved and what we've learnt - so far. If you've got feedback, let us know: team@collectively.org.
#Manship4002 Corporate PR and Social Media: Environmental Relations - Lecture 18Paige Jarreau
The document discusses how companies can use social media to tie their corporate social responsibility efforts to their public relations strategies. It provides tips for using social media platforms like Facebook and Twitter to communicate about philanthropic and environmental initiatives. The document also discusses using storytelling and engaging content like videos to demonstrate how companies' CSR work helps society and the environment. Overall, the document advocates that companies be open about their "good" deeds and build relationships by personally connecting with stakeholders through social media.
Fashionista Chic Couture Maze & Coloring Adventures is a coloring and activity book filled with many maze games and coloring activities designed to delight and engage young fashion enthusiasts. Each page offers a unique blend of fashion-themed mazes and stylish illustrations to color, inspiring creativity and problem-solving skills in children.
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3. Abinav
Project Lead
Megan
Research Lead
Hailee
Research Lead
Team Profiles
Background:
Digital media student, creative social-
entreprenuer, freelance marketing consultant
Skills:
Experienced in working in various teams
across cultures and backgrounds. Intuitive,
creative thinking and leadership abilities.
Contributions:
Project management, liasoning with partners
and stakeholders, making executive
decisions and driving team morale.
Background:
Communication and media student, PR and
Communication Intern.
Skills:
Well organised, time management,
conducting thorough research, identifying
target audience.
Contributions:
User research, audience research, surveys,
brief research.
Background:
3rd Year Public Communication Student,
majoring in Public Relations.
Skills:
Organisation, Time Management, Conducting
content analysis and research
Contributions:
Brand research, topic research, surveys,
production schedule
3
4. Team Profiles
Grace
Design Lead
Mika
Design Lead
Jay
Development Lead
Background:
Second year Media and Cultural Studies
student, work experience at newspaper in
Manchester - lots of experience with
Photoshop, inDesign and Premier Pro.
Skills:
Creative, artistic, works well in a team and
very organised
Contributions:
Storyboarding, choosing locations to shoot in,
costumes, moodboards, overall mise-en-
scene of the campaign
Background:
Media and Sociology student, experience in
poster design for student band concerts,
internship with Rolling Stone Japan magazine
Skills:
Creative, detailed work
Contributions:
Developing storyboards, designing the logo,
researching key areas like the format and
branding where design is key in success.
Background:
Second Year Digital Media Student and have
modules in design for digital media,
animation and interactivity, dynamic
web programming and motion graphics.
Skills:
Adobe CC, multimedia production,
organisation and time management
Contributions:
Planning and creating the video, filming,
editing the video, developing the logo and
producing motion graphics animation.
4
5. Research Report
Research Foundations
Throughout the process of the campaign, as research leads, we knew that we needed to build the foundation of the campaign. Research was needed
on both LADbible and Adobe as they were our partners and we were producing this campaign for their audiences. It was imperative that we understood
previous campaigns LADbible had created to make sure that we were producing a niche campaign that incorporated the style the LADbible uses. As
we were creating a campaign focusing on a cause for social good, our research primarily focused on how our chosen topic of homelessness can create
a cause for social change.
The LADible brand demonstrated a vast array of content that
spans multiple platforms, with the having successfully addressed
many prevalent social issues in the past. Previously successful
campaigns included ‘Trash Isles’, ‘UOKM8?’ ‘And Free to Be’
which all spread awareness about a social or environmental
cause.
Through further analysis, it became clear that our campaign had
to have elements embedded within it that would enable it to go
viral, owing to the LADbible’s status as ‘one of the web’s most
prominent social video publishers’. The very nature of the group
has subsequently fostered a socially conscious global network
that strives to make a positive difference and ‘drive awareness’
regarding prevalent societal issues that affect the global
community. Such strong mission statements ultimately informed
the development and style of our finished product. [1]
The Adobe Creative Cloud offers a range of digital programs that
are beneficial to the development of digital projects. Adobe prides
itself on its ability to deliver a creative suite that offers everything
users ‘need to design and deliver exceptional digital experiences’.
Further research into the individual programs enabled us to
further conceive of our final product and allowed us to envision
our desired format and aesthetic. In undertaking this analysis, we
gained further insight into how Adobe’s Creative Cloud would
assist us in develop a product that would allow for real-life
positive change. [2]
LADbible Group Adobe Creative Cloud
5
6. Audience Research
As we wanted to create a campaign that had the potential to go viral, as researchers we believed that it was imperative that audience opinions were
included within our research. To gather audience opinions on the topic we created a survey online and shared this link on our social media page
(Facebook). Although anyone could answer so answers weren't always necessarily from our primary target audience of 18-34 . We thought it was
necessary to gather a well-rounded, balanced view of how the public felt that they could help the homeless.
After researching firstly into LADbible and Adobe to gain an insight into previous campaigns
and how LADbible implemented them successfully, we chose our focus topic of
homelessness. We wanted the main aim of our campaign to highlight how citizens can easily
help the homeless to make their day to day lives on the street a little easier. With this in mind,
we created a survey aiming to delve deeper into the reasons why people believe individuals
end up homeless with a central focus on the audience explaining what they believe is a
meaningful way to help homeless individuals. We received 98 responses in total, with 48% of
responses being from our target demographic. The results gained from the survey itself
provided the foundations for the six ways we believed individuals could help the homeless.
The audience's insight into the topic allowed us to create a campaign that we believe is
beneficial to educate a mass audience.
Key data that we learned from our survey include:
Link to survey: https://www.surveymonkey.co.uk/r/273DLDV
89%
Agreed that there is a
negative perception of
homeless people in the UK
4/5
Believed that this was due
to societal perception and
negative media portrayals
Education & Media
Are the most common
solutions suggested to
change these perceptions
6
7. After conducting our brand research, it was clear that it was necessary to create a campaign based around a prevalent social issue that would resonate
with a vast global network. To determine the issue we would focus on, we examined multiple contemporary social issues such as mental health and
matters of equality. However, what resonated most was the issue of Homelessness. We found this matter to be a prevalent issue in both our local
community and one that could be addressed on a universal scale. In November 2018, BBC news reported that there were at least 320,000 people in
Britain that were homeless (Richardson, 2018). This figure having increased by 4% since the previous year ( Richardson, 2018), and is believed to be
more due to being unable to account for the exact figure of those sleeping rough in the United Kingdom.
After looking further into the matter, we found that there were many misconceptions and fallacies surrounding people who are homeless, particularly
regarding the circumstances behind their situations as well as how to effectively assist those who are homeless. We chose to focus on the latter as it
provided an effective way to create a force for social good, in the manner of making certain, simple choices in our everyday lives to help make the lives
of those who are homeless easier.
Homelessness
To conclude, from conducting our lengthy research process into homelessness and our partners within the brief. We have evaluated a number of
options to create our homelessness campaign. Moving forward, we want to create a meaningful campaign that humanizes homeless individuals when
at times they can be excluded from society. We want to showcase how small steps can have a beneficial impact on the lives of homeless individuals.
We also want the campaign to have viral capacities as we strongly believe that the topic of homelessness is one that our target audience can relate to
as it can happen to anyone so we aim to educate and spread the message of meaningful change.
After completing the research into both LADbible and Adobe, as a team we discussed the best format and method of distribution for our product. As a
result of the information that was gathered, we agreed that this was to be best executed as a short, informative video that would be shared through
LADbible’s social media platforms. Further research showed that spreading a message via these means is generally perceived as a reliable source of
information (Henning & Phillips, 2012), which was our primary goal to break down stereotypes and create positive behavioural change. We felt this
method to be most effective as the format allowed us to better emulate both brand’s shared desire to create positive change through technological
outlets. Furthermore, both the format and arrangement of our product were influenced by research that places emphasis on the dynamics of viral
videos that can be used to distribute replicable ideas via creative means amongst networked communities (Burgess, 2008).
Social media and viral videos
Finalising Research
7
8. Design Report
Storyboards
Before drawing the storyboard, we wrote out the narrative with the whole team to clarify what and how we
present our main points in the video, which are the six ways the viewers can help the homeless, chosen
based on our research. In addition to this, this process helped us identify any constraints we had to
consider, such as skills, resources, and the length of the video.
When we were creating the storyboard, we made sure we included as much detail as possible because
we knew that this would give us all a better image of the finished product, meaning that it would become
much easier for us to work backward from the image, and come up with better ideas for locations, props,
and editing. This also helped us plan and carry out the filming schedule smoothly.
Since the original storyboard was designed for a two minute video, it includes scenes and directions that
do not appear in the finished product. To make the video as convincing as possible, we initially planned to
show statistics about homeless people and perceptions on them, which we collected through our research
and the survey, but to keep the video as short as possible, we decided to focus on the story part. At this
point, we wanted the viewers to establish a connection not only with the volunteer but with the homeless
character as well. To do this, we planned to have close up shots of the homeless character’s face in the
beginning and the end of the video to show the change in their emotion before and after being helped.
Although we were not able to include all of the directions we first intended to have, we were still able to
clearly make our point because each scene was designed to show the action one can take, and the result
of their action. We all agreed that this simple structure is both easy to understand and convincing.
8
11. Locations, costumes and props
To ensure that the campaign looked as legitimate and authentic as possible, we needed to plan the exact
locations, costumes and overall aesthetic of each scene. We needed to make sure that we did our
research before we filmed in order to stray from potentially offending anyone.
Location was the area that took us the longest to decipher. Leeds City Centre is inundated with rough
sleepers, and we were conscious of filming there, believing that it was unethical to film in front of them. To
avoid this, we walked around the university campus to see if there was anywhere we could film. After
much deliberation, we decided to film behind the back of the Laidlaw library, as it conveyed the street
aesthetic that we were after, had many passers-by of students between classes and was away from any
people in the same vulnerable situation that we were trying to depict.
Filming here proved much better, as many of the different locations were within walking distance, making
the filming process less time consuming. After the storyboards had been completed, we wrote down
where we were going to film each scene and came up with a list of all the locations - splitting them up
across a two day period.
For the first day of filming, we had arranged with Rainbow Junktion, a ‘pay-as-you-feel’ volunteer ran cafe,
to allow us to film a scene there. We kept the two lead actors the same throughout, and dressed them in
appropriate clothing. Stereotypically, homeless people are dressed in scruffy, dirty clothes and so we gave
our actor an old parka jacket and appropriate props - a sleeping bag, cardboard sign and a cup for spare
change - in order to represent the characterisation we were trying to convey.
The lead ‘volunteer’ and main character of our campaign was dressed in normal, everyday clothing worn
by our target demographic to ensure that she was as relatable as possible. We changed her outfit midway
through in order to imply colder/rainier weather, and the struggle that this holds for rough sleepers. She
was also provided with different props in order to depict the different steps that our campaign ran through.
Using the location of the street alley next to bin
and puddles, the costume of the worn out
jacket and the props of the cardboard sign,
sleeping bag and paper cup, we were able to
build the character and story.
11
12. Development Report
Post production
After filming, the next step was to retrieve the video footage from the camera and copy the files over to our hard drives and multiple storage devices. This
was to ensure that we avoid the risk of losing any valuable data as it would have massively impacted the success of our project. An editing schedule was
then produced to ensure we could produce a final version of the video before we broke up for Easter in case we needed to re-film any shots.
The editing process consisted of going through the video files and deleting any videos that we couldn’t use due to bad filming or performance issues. We
then selected the best videos and edited them together using Adobe Premiere Pro as laid out in the storyboard by the design team. A development decision
was to use Adobe Photoshop to create a square border template for the video. This was used so we could edit the video to this size and see what the video
would look like in this format. Producing the video in this way was in line with research on LADbible’s social media videos who would format them similar
ways.
As a result, we were producing a product that fits in naturally with their current portfolio. Not only this, the brief required us to produce something that could
go viral. This is a common look to viral videos online and therefore the audience will recognize this and the type of video we are producing. To enable our
video to go viral, we were conscious in the editing process to produce the video under one minute. It was found this was a key feature of viral videos online,
due to them being short and memorable online.
Another decision split up the video footage using black screens and include text numbering the different ways you can help. This makes it easy to follow and
allows the audience to clearly understand the different scenes in the video. Furthermore, we decided to include a motivational soundtrack to the video. This
was appropriate for our goal to encouraging a social change and we wanted our audience to be engaged by this. We also decided to edit to the video to the
beat of the soundtrack to produce a dynmaic audio-visual experience for the viewer.
We tried various edits of the video and received feedback from our supervisor to add captions to the video. This would make the call to actions in the video
clearer due to having some extra information alongside the video. These were animated onto the screen cleanly to create a professional look.
12
Logos and animations
Initial designs for the logo were created form the design team and this was reproduced in Adobe Illustrator as a vector graphic. From this, the logo was
imported in Adobe After Effects to create the logo animation. The animation is symbolic of our team name ‘Sonar’, representing that we are trying to detect
problems for social change in society and our first solution was to promote change in actions towards homelessness. Logos are essential for the branding of
our campaign and makes our team and work recognisable across media platforms and among the industry.
13. Development Report
Post production
After filming, the next step was to retrieve the video footage from the camera and copy the files over to our
hard drives and multiple storage devices. This was to ensure that we avoid the risk of losing any valuable
data as it would have massively impacted the success of our project. An editing schedule was then
produced to ensure we could produce a final version of the video before we broke up for Easter in case
we needed to re-film any shots.
The editing process consisted of going through the video files and deleting any videos that we couldn’t use
due to bad filming or performance issues. We then selected the best videos and edited them together
using Adobe Premiere Pro as laid out in the storyboard by the design team. A development decision was
to use Adobe Photoshop to create a square border template for the video. This was used so we could edit
the video to this size and see what the video would look like in this format. Producing the video in this way
was in line with research on LADbible’s social media videos who would format them similar ways.
As a result, we were producing a product that fits in naturally with their current portfolio. Not only this, the
brief required us to produce something that could go viral. This is a common look to viral videos online
and therefore the audience will recognize this and the type of video we are producing. To enable our video
to go viral, we were conscious in the editing process to produce the video under one minute. It was found
this was a key feature of viral videos online, due to them being short and memorable online.
Another decision split up the video footage using black screens and include text numbering the different
ways you can help. This makes it easy to follow and allows the audience to clearly understand the
different scenes in the video. Furthermore, we decided to include a motivational soundtrack to the video.
This was appropriate for our goal to encouraging a social change and we wanted our audience to be
engaged by this. We also decided to edit to the video to the beat of the soundtrack to produce a dynmaic
audio-visual experience for the viewer.
We tried various edits of the video and received feedback from our supervisor to add captions to the
video. This would make the call to actions in the video clearer due to having some extra information
alongside the video. These were animated onto the screen cleanly to create a professional look.
13