TeachLulu_FullPackage

CARLEY MULLER AND DEVON PANKIW

TABLE OF CONTENTS
Project Action Plan ………………………………………………… 1
Situation Analysis ………………………………………………….. 1
Primary Goal of the Campaign ………………………………… 1
Target Publics ………………………………………………………. 2
Objectives …………………………………………………………….. 2
Strategies and Tactics …………………………………….. 3
Plans for Evaluation ………………………………………. 4
Media Kit Documents
Press Releases ………………………………………………. 6
Fact sheet …………………………………………………… 10
Infographic …………………………………………………. 11
Media Alerts …………………………………………………12
Pitch Letters ………………………………………………. 14
Radio PSA …………………………………………………….16
Social Media Strategy Overview ……………………… 18
Company & Organization Audit ………………….. 18
Competitors Audit ……………………………………. 18
Content Strategy ……………………………………… 19
Social Media Calendar ……………………………… 20
TEACH LULU CAMPAIGN

I. Introduction
The power of a breath can transform a child’s life. Lululemon will partner with the nonprofit
Teach for America to help improve the lives of children and help them believe that anything is
possible, no matter their circumstance.
II. Overview
For some children, school is a break from a hard reality at home. That is why Lululemon wants
to partner with the nonprofit Teach for America (TFA) to better children’s sanctuaries in a
peaceful manner by incorporating yoga into classrooms and teaching balance in body and mind.
In partnering with a non-profit like TFA, we are hoping to connect with a wider range of
consumers.
Lululemon believes in possibility and that everyone has the power to change the path of their
life. By giving these children and teachers the tools they need in order to connect with their body
and mind, it will allow for each child to clear his or her negative thoughts and start each day with
a positive outlook that yoga gives. The world is a big place and we are each a small part of it.
III. Research
A. What started as a senior thesis in 1989, Wendy Kopp saw that many public schools were
struggling. The idea that “public schools, decades after desegregation, remained a realm of
inequity, unable to make up for the long-term effects of poverty, racism, and other deeply rooted
injustices,” (TFA) was something that Kopp wanted to change. Her plan was to recruit college
grads to teach in “high-need urban and rural schools,” and change the world. TFA now teaches in
52 locations. Half of the TFA corps identified as people of color; 47 percent come from low-
income backgrounds; 34 percent are the first in their family to attend college; and 1 in 3 come to
the corps from graduate school or with prior professional experience.
The first Lululemon store opened in 2000 in the beach area of Vancouver BC called Kitsilano.
The original intent of the store was to have it become a community hub where community
members could learn and talk about physical aspects of healthy living, like running, and mental
aspects of “living a powerful life of possibilities,” (Lululemon). Lululemon is a company where
dreams come to fruition.
Unfortunately, the stock prices of Lulu have been inconsistent -- going up and going down
multiple times in the past years. Since December, the stock went from $52 to $66 and recently
back to $52. (Investor Point) Creating a deeper meaning to the clothing line will increase a
consumer’s desire to buy Lululemon over their top competitors: adidas, NIKE and The Gap.
(Hoovers)
Benefits of Yoga: According to Erikson's stages of development, every stage of life has
challenges that individuals need to overcome. One of the major challenges for youth is coping
with stress and if they cannot effectively learn to overcome these stressors, then it will have
detrimental effects in their futures. One method of research has been done in finding effective
TEACH LULU CAMPAIGN !1

tools to give children to cope with stressors in a positive manner at Walden University. Their
hypotheses:
H10: The change in perceived general anxiety between pre-and posttest scores will be the same for
students who participate in yoga and those who do not
H1a: The change in perceived general anxiety between pre and posttest scores will be different for
students who participate in yoga and those who do not
Using a quantitatively scaled survey regarding feelings of stress and the pre and posttest anxiety
scores, the research found that children could use breathing techniques and yoga practices to
significantly reduce stress. Through the reduction of stress, children are more capable of
performing well in school.
B. Lululemon should target three different groups of people: Middle-class individuals/families,
yoga teachers, kids and family in low-income areas. Kids get a sanctuary away from home at
school, this helps create a PR opportunity for Lululemon to make school a more enjoyable place
for them. Instilling yoga into the children at a young age they can obtain: Peace, control, respect
and connections with their bodies.
Since Lululemon is known for high prices and high quality, we want to share the wealth by
giving back to impoverished children. Lululemon will reward the instructors from TFA for the
care and dedication to the children by giving a fixed percentage discount on retail items from
Lululemon and ivivva. To motivate the TFA instructors to be passionate about the yoga program,
Lululemon will pay for the certification of becoming a yoga instructor. For every school that
yoga is able to fully penetrate, Lululemon will donate a fixed amount of money to the entire TFA
program. By bettering the funds of TFA, Lululemon will be reinforcing its desire to better the
lives of the children within TFA’s reach.
IV. Objectives
Impact: Our impact objective is to reinforce the positive feelings towards lululemon’s brand and
change the negative attitudes towards lululemon’s clientele. (Attitudinal Objectives) Our impact
objective is to reinforce existing behaviors of customers who shop at lululemon and change
behaviors of those who do not by enforcing that yoga goes beyond the limits of trendiness and
wealth and can be beneficial to children of young ages. (Behavioral Objectives) Our
informational objective is to inform the public of lululemon’s welfare and impact on the TFA
community by exposing the public to the benefits of yoga in school systems. (Informational
Objective)
Use the partnership with Teach For America as a tool to expand lululemon’s reach: While
lululemon is higher priced than what the middle class can comfortably afford, people will be
more willing to spend more money on a product when that product is giving back to the
community or making a difference in the world. We want to show lululemon cares and wants to

help children who live in need-based communities. Ultimately, our goal is to strengthen
lululemon’s brand with a cause that has a deeper meaning.
Teach children how to clear their minds of negative feelings so they have the capacity to be great
and to do great things. There are so many things in the world that cloud the minds of children
and by letting them breath and be one with themselves, they will open themselves up to the
world. We want to motivate the children to take control of their lives and change their path. To
do that, we need to help the teachers and give them the tools to teach the kids to breath and
concentrate on the positive. lululemon wants the children to have their own vision of their lives
by remembering to respect themselves and their bodies and others. One of the quotes on
lululemon’s manifesto is, “creativity is maximized when you are living in the moment.” That
quote is exactly what lululemon will help instill in the children's’ lives.
Output: Our output objective is to create a media kit to be distributed to regional press to
announce lululemon’s partnership and campaign with Teach for America.
We will gain attention from Teach lulu’s press tour through media systems. Garnering
uncontrolled press, we hope to generate news and attention to get the public and lululemon’s
clients behind lululemon’s mission to bring yoga to TFA.
IV. Programming
Theme: Calm the Curriculum
Message Points: (1) Yoga can help children realize their true potential. When you buy any
lululemon product, you are giving a child the power to follow their passion. (2) By supporting
lululemon’s cause with TFA, customers will be supporting transformation and change in the
school systems by bringing yoga to empower young minds for a brighter future.
Strategy: The primary strategy of this campaign is media relations. We want to get air time on
Good Morning America as well as get a feature in Time Magazine. Those features will lead to
newspapers writing about the campaign, which will lead to more spreads. More spreads will
increase the brand awareness, reach and consumption for Lululemon as well as TFA.
Tactics:
Press Tour: Start off the campaign with a fall Yoga Tour from September 5th to October 24th
2015: New York, Los Angeles, Seattle, Dallas, Tampa and Minneapolis. At each spot, there will
be a free yoga lesson at a public location or park.
To increase media relations for the Teach Lulu campaign and to generate donations for TFA
at the actual locations for the press tours.
Yoga Retreat: A seven day yoga retreat in Portland, Maine. A portion of the proceeds will go to
TFA. This retreat will occur every month throughout the campaign.
TFA children will attend for the last 3 days creating opportunities for photo content and video
content to post on social media which will spread awareness of campaign.

Social Media: Encourage publics to use #CalmTheCurriculum #TeachLulu or any of our press
tour day session hashtags such as #LuluCentral on any social media site and advertise in
Lululemon stores.
When people log on to the lululemon site, there will be an automatic advertisement taking
shoppers to a brief video about Teach Lulu.
Blog: ask each regional TFA location to pick a student to feature in a monthly or weekly blog
post showcasing the progress of the campaign and positive attributes of yoga for the students.
Set up Twitter, Instagram and Facebook pages as well as a blog for the Teach Lulu campaign
with pictures and posts of the kids and from the teachers.
Anyone who tags #CalmTheCurriculum #TeachLulu in their personal posts will have a
chance to be reposted on one of our sites.
In-Store Outreach:
In Lululemon stores, there will be a tag on every yoga mat saying, “With a purchase of this yoga
mat, you are giving a child the opportunity to find themselves and their passion.” There will be a
hashtag #calmthecurriculum, an invite to “learn more” and a link to the Teach Lulu website.
At checkout, Lululemon store associates will ask if the customer would like to donate $1-$5
to the Teach Lulu project and/or subscribe to a monthly newsletter with updates about Teach
Lulu.
V. Evaluation
Impact Objectives:
Informational objectives - Measured by pre and posttest surveys to measure the public’s
knowledge of lululemon and TFA through Likert surveys. (Quantitative)
Attitudinal objectives - Measured by open-ended attitude surveys. (Qualitative)
Behavioral Objectives - Measured by pre and post surveys taken by consumers and
observation of behaviors. (Qualitative and Quantitative)
Output Objectives:
To increase favorability of the public opinion on Lululemon’s brand by 10% throughout one
whole year, starting at the beginning of school.
Informational: To increase the public awareness of the Lululemon brand and Teach for
America’s objectives by June 2016 by advertising on social media and gaining access to
uncontrolled media through press generated from TFA communities and the Yoga Tour.
Attitudinal: To produce ample social media posts and to generate favorable news in both
types of communities where TFA is either prevalent and unknown and vice versa for
Lululemon to create positive feelings among 20% of the potential customers for Lululemon
and a 15% increase in applications for potential teachers for the future of TFA by June 2016.
Behavioral: To influence more middle-class consumers in the US to purchase Lululemon
products between October 2015 and June 2016 by showing how Lululemon has helped

children in impoverished areas and that Lululemon’s products have a deeper meaning. To
increase donations to TFA by 10%.
Sources:
http://www.investorpoint.com/news/MARKCOMM/78309633/
http://subscriber.hoovers.com/H/company360/competitorsList.html?
companyId=156721000000000&newsCompanyDuns=256799347
https://www.teachforamerica.org/
http://www.lululemon.com/about/history
Lance, M. M. (2011). Yoga in schools: A tool for reducing anxiety (Order No. 3473900).
Available from ProQuest Dissertations & Theses A&I. (896592750). Retrieved from http://
search.proquest.com.ezaccess.libraries.psu.edu/docview/896592750?accountid=13158

FOR IMMEDIATE RELEASE
LULULEMON AND TEACH FOR AMERICA TEAM UP TO BRING YOGA TO
INNER-CITY CLASSROOMS
Vancouver, B.C. (Aug. 31, 2015) – Today, Lululemon announced that it partnering with
non-profit Teach For America to bring the practice of yoga into lower income-area
classrooms. Through September and October, Lululemon will be holding free yoga
lessons in public parks to bring awareness to the powerfulness of yoga and how it can
change a child’s life. From November until June 2016, the duo will be holding yoga
retreats in Portland, Maine with all proceeds going to TFA.
One of the major challenges for youth is coping with stress and if they cannot
effectively learn to overcome these stressors, then it will have detrimental effects in their
futures. Studies have shown that the change in perceived general anxiety between pre and
posttest scores are different for students who participate in yoga than those who do not.
Research has found that children who use breathing techniques to reduce stress are
capable of performing significantly better in school.
“We are honored to embark on this powerful journey with TFA, a company that
we have always admired as a whole. Lululemon and TFA both strive to bring change to
the community and we believe that yoga can bring up a societal revolution,” said Duke
Stump, Executive Vice President, Community and Brand.
With 52 locations, TFA recruits college graduates to teach in high-need urban and
rural schools on a quest to change the world. Half of the TFA corps identified as people
(more) 
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of color; 47 percent come from low-income backgrounds; 34 percent are the first in their
family to attend college; and 1 in 3 come to the corps from graduate school or with prior
professional experience.
Lululemon will be funding the certification of yoga instruction to all TFA teachers
in the United States. For every school that yoga is able to fully penetrate, Lululemon will
donate to the entire TFA foundation.
Lululemon opened its first store in Vancouver in 2000. Since then, it has become
one of the leading distributors of yoga products in North America. The company’s intent
has been to become a community hub for people to learn and talk about physical aspects
of healthy living and mental aspects of living a powerful life of possibilities.
Media Contact:
Carley Muller
Account Executive, Lululemon Athletica
(310) 560-7471
cem5597@psu.edu
###
7

FOR IMMEDIATE RELEASE
LULULEMON’S YOGA RETREAT TO BENEFIT CHILDREN’S EDUCATION
Vancouver, B.C. (Sept. 6, 2015)-- Lululemon will be hosting a seven day yoga retreat on
Lake Moose in Portland, Maine on June 1, 2015. Portions of the proceeds will go to
Teach For America, the organization Lululemon recently partnered with to help children
connect with themselves through yoga to empower them to succeed in life.
The seven day retreat will include three nutritious and cleansing meals, two yoga
sessions, and 1 meditation session a day. Each person enrolled in the retreat will also get
up to $250 worth of Lululemon gear. 10 Teach for America students will be selected in a
country-wide drawing to attend the last three days of the retreat. Those students will also
receive $250 worth of Lululemon gear.
“This retreat will do more than just give money to Teach for America, participants
will be able to interact directly with the children they are helping. The children will also
get more than just a donation, they will get an unforgettable experience and make
relationships will individuals who they may have never had a chance to meet,” said
Lululemon’s Teach Lulu Program Director, Jessica Thibarks.
Lululemon opened its first store in Vancouver in 2000. Since then, it has become
one of the leading distributors of yoga products in North America. The company’s intent
has been to become a community hub for people to learn and talk about physical aspects
of healthy living and mental aspects of living a powerful life of possibilities.
(more)
8

Media Contact:
Devon Pankiw
Associate Program Manager, Teach Lulu
484-319-5660
devonpankiw@lululemon.teachlulu.com
###
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About TFA
TRANSFORMATIONAL CHANGE We believe in giving children
the long-term tools they need to succeed in life. Circumstances should not stop a
child from becoming the best he or she can possibly be.
TEAM We believe in the value of teamwork. In supporting one another, we are
able to provide the best environment for every child that is inspiring, challenging
and supporting.
LEADERSHIP We believe in the power of leaders to help inspire future
generations. We strive to create an environment filled with hope and passion.
RESPECT AND HUMILITY We believe in recognizing the strengths
in others while realizing our own limitations. We are devoted to encompassing the
entire community in every step we take with our students towards the future.
DIVERSITY We believe that change will come from providing our students
with credible perspectives from all racial and economic backgrounds.
• 52 regions
• 520,000 children reached
• Over 42,000 TFA alumni
• More leaders and founders of entrepreneurial educational organizations started
their careers with TFA than any other company
• Corps members who taught secondary math boosted student learning by an
equivalent of 2.6 months of additional learning when compared to other teachers in
the same schools
• Corps members working in elementary grades with an average of 1.7 years
teaching experience perform just as well as other teachers in the same schools who
have an average of 13.6 years of experience
Our Vision for the Future
With 26 years of experience under our belts, we have seen the power that our teachers
have to change the lives of each and every student. We strive to create an environment
away from home that creates a safe and calming space for our students. We believe that
everyone has the power to change the path of his or her life and the first step to that
change is mindfulness. Recent studies have shown the benefits of meditation and how the
practice of yoga can positively impact youthful minds. By implementing breathing
techniques and yoga practices, children can significantly reduce stress and clear their
minds to be able to perform better in school.
10

• Increases balance, body awareness + coordination
• Improves posture
• Strengthens the immune system
• Relaxes the body • promotes better sleep
• Concentration, focus +
attention span increase
• Encourages thinking
+ memory
• Grows imagination
+ creativity
• Lowers stress + anxiety
• Ability to be more mind-
ful of thoughts, words +
actions
• Helps build confidence
• Creates character
• Learn Discipline + self-control
• Encourages self-expression
• Promotes social responsibility
• Increase of universal
connectednessconnectedness
• Learn to have respect for
self + others
Information obtained from yoga4classrooms.com
Powered by Teach Lulu
B
O
D
Y
MIND SPIRIT
The Benefits of Yoga
in school

Lululemon Athletica and Teach For America Partner For “Teach Lulu”
WHAT: Lululemon Athletica and Teach For America join forces to bring yoga and meditation
practices into inner-city schools. To bring awareness to the public of the benefits of yoga in the
classroom, Teach Lulu will be holding a series of free yoga sessions in various locations around
the United States.
We invite the media to the following press conference with Lululemon and Teach For America.  
 
WHEN: Friday, Sept. 4,, 2015 at 8 A.M.  
 
WHERE: Teach for America, 25 Broadway, New York, N.Y. 
 
WHO: Participants include the leading researcher of the effects of yoga in school at Johns
Hopkins University's Bloomberg School of Public Health, Tamar Mendelson.
Lululemon’s Executive Vice President, Community and Brand, Duke Stump will be in
attendance to discuss Lululemon’s vision for the future of Teach Lulu.
Teach For America’s CEO, Wendy Kopp, will be in attendance to add insight to TFA’s
organization and how Teach Lulu could help the children.  
 
BACKGROUND: Yoga is a proven method of relaxation and is often used to reduce stress.
With Lululemon being one of the largest names in yoga and Teach For America being the most
highly acclaimed educational organization in America, the two create a dynamic team to bring
awareness to the benefits of stress-reducing practices in schools.
With 52 different regional locations in the United States, over 42,000 alumni have reached about
520,000 children.
Media Contact:
Carley Muller
(310) 560-7471
cem5597@psu.edu
###
12
MEDIA ADVISORY

Lululemon Yoga Session in New York City with CEO Leading Class
WHAT: The Calm the Curriculum FREE yoga session in Central Park, New York City is
Lululemon’s event to spread awareness of the importance of yoga being included in the
education system. Calm the Curriculum is powered by the Teach Lulu campaign which was
created by Lululemon Athletica and Teach for America.
WHEN: Saturday, September 5. Registration begins at 8:00am, and the one-hour yoga session
starts at 10:00am.
WHERE: Central Park entrance at 110th Street and Central Park East.
WHO: About 4,000 people are expected to attend. Participants include CEOs and presidents of
both Lululemon and Teach for America, American figure skater Gracie Gold, LeBron James,
U.S. Secretary of Education Arne Duncan, teachers from around the country and many yoga
loving people.
Ashley Turner, Yoga Psychologist, will be presenting a speech before the session starts,
explaining the benefits of yoga for children.
Also available for media interviews are Teach for America teachers and select families of
children who benefit from Teach for America.
BACKGROUND: The Calm the Curriculum free yoga session kicks off the fall yoga tour.
Lululemon partnered with Teach For America to make a strong relationship that will make a
huge impact on children and the world. See more at: http://www.teachyoga.com/campaign
Media Contact:
Devon Pankiw
484-319-5660
devon.pankiw@teachlulu.com
###
13
MEDIA ADVISORY

August 31, 2015
Good Morning America
44th Street and Broadway
New York City, NY 10112
Dear Alisha Davis:
For 5,000 years, yoga has been proven to provide those who practice it with strength of body and
mind. But why haven’t educators brought yoga into the classroom?
One of the major challenges for youth is coping with stress and if they cannot effectively learn to
overcome these stressors, then it will have detrimental effects in their futures. One method of
research has been done in finding effective tools to give children to cope with stressors in a
positive manner. Children were able to use breathing techniques and yoga practices to
significantly reduce stress and to clear their minds to better perform in school.
With the high-stress lifestyle of inner-city students, yoga and meditation will be able to better
concentrate and to make a difference in their overall behavior. To bring these positive effects into
education, Lululemon Athletica will be working with Teach For America to help give instructors
the tools they need to be able to calm the curriculum. This fall, Lululemon will be touring with
TFA to bring awareness to the rest of the nation of the effects of yoga in school by holding a
public yoga session in New York, Los Angeles, Seattle, Dallas, Tampa and Minneapolis.
With a large population of yogis in New York City as well as a high interest in philanthropy, we
think this story would suit your show well. If you have any questions or wish to speak to
someone for an interview, feel free to ask.
Sincerely,
Carley Muller
(310) 560-7471
14

July 21, 2015
Ms. Nancy Gibbs
Editor
Time Magazine
225 Liberty St, New York, NY 10281
Dear Nancy,
Recently, Lululemon has created the Teach Lulu campaign that strives to help children realize
their full potential through the combination of yoga and their school education.
Teach For America, a nonprofit organization whose mission is to "enlist, develop, and mobilize
as many as possible of our nation's most promising future leaders to grow and strengthen the
movement for educational equity and excellence,” is Lululemon’s partner in this journey.
The children that Teach for America benefits are children who grow up in low-income areas that
don’t have the greatest communities. Teach for America creates an environment at school that is
welcoming and Lululemon is going to make that environment a place where enlightenment and
creativity can thrive.
I’ve already met some amazing individuals who have been in the schools taught by Teach for
America and they are on a path of greatness.
Incorporating yoga in the education system is not only for people in low-income areas. The
benefits of yoga are infinite, especially if learned early in a person’s life.
I'll be in touch soon to discuss a possible interview. Look forward to speaking with you.
Namaste,
Devon Pankiw
484-319-5660
15

Use: IMMEDIATE: TFN
Time: RADIO ANNOUNCEMENT: 30
Agency or Organization: TEACH FOR AMERICA
Title: TEACH FOR AMERICAAND LULULEMON TO BRING YOGA TO INNER-CITY SCHOOLS
Message: TEACH. INSPIRE. LEAD. THE POWER OF A BREATH CAN CHANGE A
CHILD’S LIFE. THIS YEAR, TEACH FOR AMERICA WILL PARTNER WITH
LULULEMON TO BRING YOGA INTO THE CLASSROOM TO EMPOWER YOUNG
MINDS. WITH YOUR HELP AND DONATIONS, TOGETHER WE CAN SHOW THE
CHILDREN OF AMERICA THAT ANYTHING IS POSSIBLE, NO MATTER THE
CIRCUMSTANCE. JOIN US AT ONE OF OUR FREE YOGA LESSONS THIS SUMMER.
FOR MORE INFORMATION ON A STOP AT A LOCATION NEAREST YOU, GO TO WWW
DOT TEACH LULU DOT COM.
Media Contact:
Carley Muller
(310) 560-7471
cem5597@psu.edu
###
16
RADIO PSA

Use: IMMEDIATE: TFN
Time: RADIO ANNOUNCEMENT: 20
Agency or Organization: TEACH FOR AMERICA
Title: HELP CHILDREN REACH THEIR FULLEST POTENTIAL WITH YOGA
Message: THE AVERAGE ATTENTION SPAN OF A HUMAN IS NOW EIGHT SECONDS.
OUR MEMORIES HAVE BECOME DEPENDENT ON COPYING AND PASTING
HYPERLINKS. THE CDC SAYS THAT ELEVEN PERCENT OF AMERICAN CHILDREN
HAVE ADHD. INTRODUCING YOGA INTO EDUCATION CAN NOT ONLY HELP
CHILDREN BECOME MORE ATTENTIVE IN CLASS BUT ALSO FIND THEIR TRUE
POTENTIAL. FIND OUT WHAT YOU CAN DO TO HELP AT WWW DOT TEACH LULU
DOT COM SLASH TEACH FOR AMERICA.
Media Contact:
Devon Pankiw
484-319-5660
devon.pankiw@teachlulu.com
###
17
RADIO PSA

Lululemon Social Media Audit
Teach for America Social Media Audit
Athleta Social Media Audit (Lululemon Competitor)
Americorps Social Media Audit (TFA Competitor)
Social Media URL Followers Latest Activity Action
Facebook facebook.com/lululemon/ 1,307,305 12.06.15
Shared link to blog post “Cultivate
Positivity”
Instagram instagram.com/lululemon/ 1.1M 12.03.15
Posted a candid picture of their
yoga ambassadors
Twitter twitter.com/lululemon 807,000 12.06.15 tweet with hashtag #fuelhappiness
Pinterest pinterest.com/lululemon/ 2.1M 10 days ago Gift guide
Youtube youtube.com/user/lululemon 35,440 6 days ago Holiday ’15 Special Edition Bags
Instagram instagram.com/athleta/ 154,000 12.05.15 “Weekend Plans” picture
Pinterest pinterest.com/athleta/ 26.9K 12.05.15 Layover Cashmere Pant
Facebook facebook.com/Athleta/ 287,628 12.06.15 Link to a sale for sweaters
Twitter twitter.com/athleta/ 41.7K 12.05.15 Link to 7 killer barre moves
Instagram instagram.com/nationalservice 5,508 12.01.15 Photo - Giving Tuesday
Youtube youtube.com/user/nationalservice 2,601 12.03.15 Video supporting veterans.
Facebook facebook.com/nationalservice 17,356 12.07.15 Link to NASA
Twitter twitter.com/nationalservice 26.7 K 12.07.15 Tweet mentioning NASA
18
Facebook facebook.com/teachforamerica 226,193 12.04.15
Link Share from
upworthy.com
Twitter twitter.com/teachforamerica 133 K 12.06.15 Tweet linking to blog post
Pinterest pinterest.com/teachforamerica/ 5.5 K 12.03.15 Pin from imlovinlit.com
Instagram www.instagram.com/teachforamerica/ 12.5 K 12.05.15 Picture
YouTube
www.youtube.com/user/
teachforamerica
3,601 12.02.15
Video - Part 5 of Real Life
Teachers

Content Strategy
Through the use of our tactics, we plan on garnering free press through our
press tours as well as posting on social media. We want to infiltrate the
uncontrolled media as often as possible by putting the Teach Lulu campaign
everywhere within our reach. By using social media, we will be able to get more
people involved in sharing their own stories through the use of our video blog as
well as our Twitter, Instagram and Facebook pages. We will reward people for
using our hashtags #TeachLulu and #CalmTheCurriculum in their own posts by
reposting them onto our pages. Our press tours, which will include a free yoga
session in a large, public area will be sure to attract media attention purely due to
the sheer size of the events. We plan on putting together yoga retreats throughout
the year from November to June. The retreats will be in a picturesque location with
plenty of photo and video opportunities to engage on social media. These retreats
are sure to garner uncontrolled media attention by inviting Teach for America
teachers to join for free.
19

Social Media Calendar
Monday - Thursday
20

Social Media Calendar
Friday - Sunday
21

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