This is a guide to building a solid real time marketing plan for live events using Netflix at the 2014 Oscars as a case study.
I presented this at Upload Lisboa 2014, Portugal's largest digital and social media conference. If you are interested in me presenting at your event please shoot me an email: aehorsburgh@gmail.com
This presentation proposes that brands should build real-time marketing into their every day practice through smaller events that align well with brand values. (Slides 4 - 13)
It then looks at the inner workings of a social media war room, sharing how to plan for real-time opportunities with Netflix at the Oscars. (Slides 14 - 38)
Finally it shows how to scale a war room for teams as small as one person with the required free tools. (Slides 39 - 46).
The document provides an explanation of digital strategy to a non-technical mother by using the metaphor of parenting and raising a child. It outlines the key steps of digital strategy - setting goals and objectives, identifying the target audience, developing a strategy, creating tactics, and measuring results. These steps are then related to a mother raising her child, with examples given such as setting health and friendship goals, understanding the child's motivations and barriers, developing a strategy of being a guiding influence, implementing tactics like providing healthy meals and arranging tutoring, and measuring success based on report cards and relationships.
Here are the key findings from the online survey results:
- Majority of respondents were female (79.4%) and students (78.6%)
- Largest groups were senior/graduate students (36.5%) and alumni (21.4%)
- Most respondents were from the College of Arts & Sciences (42.1%)
- 54% of students have no desire to volunteer for Spinnaker Media
- 32% would rather read news in a magazine format
- Top topics of interest were campus events (48%), local events (39%), and campus news (38%)
- Majority get their news from social media (44%), friends/family (30%), or the Sp
Revolution Communication Planbook - Millersville University; Public Relations...Alexandra Lashner
Sabrina Hawke, Account Executive ; Julie Florek, Assistant Account Executive; Allison Walker, Research Director; Janelle Laudermilch, Media Planner; Alexandra Lashner, Creative Director; Ben Rose, Copy Director; Dr. Jennifer F. Wood, Faculty Supervisor
COMM 452: Public Relations Campaigns Spring 2016, Millersville University
This document discusses a literacy program called Kid Scoop News that aims to address low literacy rates in America. It summarizes that 34 million adults have difficulty reading and 1 in 3 young adults do not graduate high school. Kid Scoop News was created to encourage student writing, civic participation, and news awareness using engaging materials. It has a mission to build literacy and civic engagement in communities by celebrating reading for elementary students. The program distributes a monthly newspaper for students, teachers, and parents to participate in literacy activities together and learn about local issues.
Low literacy rates are a significant problem in America, with 34 million adults having trouble reading basic statements. One in three young adults do not graduate high school and lack necessary reading and writing skills. Kid Scoop News was created to address this issue by providing an engaging newspaper for students to encourage reading, writing, and civic participation. The monthly publication aims to build literacy and a love of learning in children from kindergarten to 5th grade. It has grown rapidly due to support from students, parents, teachers, and communities in achieving its mission of improving literacy.
This is a guide to building a solid real time marketing plan for live events using Netflix at the 2014 Oscars as a case study.
I presented this at Upload Lisboa 2014, Portugal's largest digital and social media conference. If you are interested in me presenting at your event please shoot me an email: aehorsburgh@gmail.com
This presentation proposes that brands should build real-time marketing into their every day practice through smaller events that align well with brand values. (Slides 4 - 13)
It then looks at the inner workings of a social media war room, sharing how to plan for real-time opportunities with Netflix at the Oscars. (Slides 14 - 38)
Finally it shows how to scale a war room for teams as small as one person with the required free tools. (Slides 39 - 46).
The document provides an explanation of digital strategy to a non-technical mother by using the metaphor of parenting and raising a child. It outlines the key steps of digital strategy - setting goals and objectives, identifying the target audience, developing a strategy, creating tactics, and measuring results. These steps are then related to a mother raising her child, with examples given such as setting health and friendship goals, understanding the child's motivations and barriers, developing a strategy of being a guiding influence, implementing tactics like providing healthy meals and arranging tutoring, and measuring success based on report cards and relationships.
Here are the key findings from the online survey results:
- Majority of respondents were female (79.4%) and students (78.6%)
- Largest groups were senior/graduate students (36.5%) and alumni (21.4%)
- Most respondents were from the College of Arts & Sciences (42.1%)
- 54% of students have no desire to volunteer for Spinnaker Media
- 32% would rather read news in a magazine format
- Top topics of interest were campus events (48%), local events (39%), and campus news (38%)
- Majority get their news from social media (44%), friends/family (30%), or the Sp
Revolution Communication Planbook - Millersville University; Public Relations...Alexandra Lashner
Sabrina Hawke, Account Executive ; Julie Florek, Assistant Account Executive; Allison Walker, Research Director; Janelle Laudermilch, Media Planner; Alexandra Lashner, Creative Director; Ben Rose, Copy Director; Dr. Jennifer F. Wood, Faculty Supervisor
COMM 452: Public Relations Campaigns Spring 2016, Millersville University
This document discusses a literacy program called Kid Scoop News that aims to address low literacy rates in America. It summarizes that 34 million adults have difficulty reading and 1 in 3 young adults do not graduate high school. Kid Scoop News was created to encourage student writing, civic participation, and news awareness using engaging materials. It has a mission to build literacy and civic engagement in communities by celebrating reading for elementary students. The program distributes a monthly newspaper for students, teachers, and parents to participate in literacy activities together and learn about local issues.
Low literacy rates are a significant problem in America, with 34 million adults having trouble reading basic statements. One in three young adults do not graduate high school and lack necessary reading and writing skills. Kid Scoop News was created to address this issue by providing an engaging newspaper for students to encourage reading, writing, and civic participation. The monthly publication aims to build literacy and a love of learning in children from kindergarten to 5th grade. It has grown rapidly due to support from students, parents, teachers, and communities in achieving its mission of improving literacy.
National Park Foundation Creative Brief & AnalysisAlexis Schaefer
The creative brief is for a campaign by the National Park Foundation to raise awareness and connect with college-aged millennials. It identifies the target audience as "Wandering Connection-Seekers" - college students ages 18-22 who are curious, seek new experiences through travel, and want to support causes through their extensive social media networks. The brief explains that this group is looking to affiliate themselves with organizations but does not have much free time. It also notes that most millennials are unfamiliar with the National Park Foundation and its mission of preserving national parks. The campaign aims to inform this target audience and ask them to support the cause by voicing their support through social media.
The document summarizes a grassroots marketing campaign organized by Elle Wilson to promote the FEED brand and raise food donations for a local food bank. The campaign included a photo contest on social media where students could win prizes by taking photos with a FEED tote bag. It also included a food drive with collection boxes around campus. The campaign reached over 14,000 people on social media and collected over 150 pounds of food donations for the food bank. Key lessons learned included incentivizing participation and engagement through prizes, gaining support from university administration, and grabbing students' attention initially to introduce them to the cause.
Low literacy rates are a significant problem in America, with 34 million adults having difficulty reading basic statements. One in three young adults do not graduate high school and lack necessary reading and writing skills. Kid Scoop News was created to address this issue by providing an engaging newspaper for students to encourage reading, writing, and civic participation. The monthly publication aims to build literacy and a love of learning in children from kindergarten through 5th grade. It has experienced rapid growth as a tool for teachers, a parenting aid, and a community resource that supports literacy.
The document summarizes a literacy program called Kid Scoop News that aims to address low literacy rates in America. It notes that 34 million adults have difficulty reading and 1 in 3 young adults do not graduate high school. Kid Scoop News is a monthly newspaper designed for elementary students to encourage reading, writing, and civic engagement. It is distributed for free to schools and through community locations. The program aims to build literacy skills in children and inspire civic participation to address social issues like crime, unemployment, and poverty that result from low literacy.
Three Tree Coffee Roasters aims to increase brand awareness and visibility through a campaign from January to May 2018. The campaign will utilize various events and promotions to engage the local community, especially Georgia Southern University students. Strategies include fundraising events like a St. Patrick's Day bingo night, on-campus coffee sampling, and social media contests. The goals are to increase social media followers by 10%, bring more visitors to the shop to sample products, and increase student awareness of Three Tree's mission by 10%. The campaign will be evaluated by measuring audience reception through behaviors like event attendance and sales, attitudes through social media reviews, and awareness through surveys.
The School of Journalism & Media Studies at San Diego State University has a long history dating back to the 1950s. It was originally the Department of Journalism and later merged with other units to form the current School of Journalism & Media Studies. The School offers undergraduate and graduate programs in areas like journalism, advertising, public relations, and media studies. It also has partnerships with other colleges on campus. The director provides an update on the state of the School and opportunities for alumni to get involved through events, internships, and other initiatives.
The Internal Vice President at UCLA organized and accomplished many administrative duties and initiatives over the 2015-2016 year including planning orientation events, organizing leadership summits, attending various meetings, and spearheading several programming efforts around campus safety, LGBTQ pride, transfer student appreciation, and student group support. Some of the major events held include the Off-Campus Living Fair, various safety programs during Campus Safety Week, and the Spring Activities Fair which involved over 200 student groups. The office also ran a Fellowship program and various other efforts to support the over 900 registered student groups on campus.
This document summarizes the growing use of social media in higher education. It discusses how nearly all universities now use social media to communicate with students, up from 61% in 2007. It provides examples of how universities like Stanford, Oregon State, and the University of Miami are actively engaging on platforms like Facebook, Twitter, YouTube and Google+ to recruit and interact with students. The presentation outlines best practices for social media use and opportunities for the future, emphasizing the importance of an integrated, strategic approach.
This document summarizes key points from a presentation on using social media in higher education. It finds that 100% of surveyed universities now use social media to communicate with students, up from 61% in 2007. It provides examples of how universities like Stanford, UC Berkeley, Oregon State, and the University of Miami successfully use platforms like Google+, YouTube, Facebook, and Twitter to engage students, alumni, and other stakeholders. The presentation concludes with best practices and tips for social media use from industry experts, emphasizing the importance of an integrated, strategic approach.
This document discusses three target publics for the marketing campaign of DareDevil Dogs: 1) Ohio State Greek life, 2) Ohio State students living in on-campus housing, and 3) Ohio State campus media. Research found that many in the first two publics were unaware of DareDevil Dogs. Objectives include increasing social media engagement, hosting food truck events with Greek organizations, promoting the delivery service to dorms, and gaining positive media coverage. The primary tactic is to introduce the brand to Greek life at football block parties, as surveys found they attend these events and are open to food trucks. Residence hall students prefer eating off campus but not in the south campus area where DareDevil Dogs
GivingTuesday media and pr strategies - get press for your organization!Woodrow Rosenbaum
GivingTuesday is a great opportunity to get some media attention for your organization. To help you get the most PR benefit from your activity this year, Paradigm Public Relations shares PR and Media strategies for GivingTuesday.
The 20 Best Higher-Ed Crowdfunding CampaignsEverTrue
Crowdfunding involves raising small amounts of money from a large number of people, usually online, to fund a project or cause. Many universities have launched crowdfunding programs to allow alumni, students, faculty, and friends to donate to specific funds or projects they are passionate about. The document then profiles and summarizes 20 leading university crowdfunding programs, including those at Arizona State University, Carnegie Mellon University, Cornell University, and others.
The document outlines a marketing plan for the app PaperPlane. It details a user testing team of 25 students from 12 universities that will help spread awareness of the app. The goal is to acquire 10,000-15,000 users in 10 days to meet funding quotas. User testers are asked to get at least 200 downloads each at their schools. Catchy slogans and posters are provided to promote sharing music, events, photos and videos as users move nearby others.
The document summarizes events from the Multicultural Resource Center (MRC) at Binghamton University for March and April. In March, the MRC's annual letter writing campaign exceeded goals and they hosted a cultural competency training. April events highlighted include Sexual Assault Awareness Month activities like Take Back the Night and screenings, as well as Day of Silence on April 17th to raise awareness of LGBTQ issues. The MRC announced upcoming internship opportunities and grant recipients.
Three Tree Coffee Roasters aims to increase brand awareness and visibility through a campaign from January to May 2018. They will hold fundraising events like a St. Patrick's Day bingo night and offer coffee sampling on campus and at a local church. Social media giveaways will also help promote the brand. Effectiveness will be measured by tracking event attendance, sales, social media engagement, and surveys to gauge changes in customer awareness, attitudes and behaviors regarding Three Tree.
The document outlines the essential learning outcomes for Quinnipiac University graduates in the 21st century. It discusses that graduates will acquire interpersonal outcomes like written and oral communication, responsible citizenship, diversity awareness, and social intelligence. It also outlines intellectual outcomes such as critical thinking, scientific and quantitative reasoning, information fluency, creative thinking, and visual literacy. The document provides examples of service learning projects conducted by Quinnipiac students both domestically and internationally.
- The campaign aims to increase a sense of community and perceived value of dining plans at Georgia Southern University.
- Research was conducted through surveys and analysis of customer satisfaction and purchasing behaviors.
- Strategies include educating students about benefits of meal plans, encouraging participation and engagement, and increasing social media use.
- Tactics include events like Taste of Dining Commons, Cultural Food Fest, and Trivia Nights as well as social media sweepstakes.
- The goals are to increase sense of community by 10% and perceived value of plans by 10% between 2017-2018.
The grassroots marketing campaign used a photo contest and scavenger hunt on social media to promote the FEED brand and food drive. Students searched for the FEED tote carrier on campus and shared photos for likes to win prizes. Donating food was required to win restaurant prizes. Over 150 pounds of food was collected for the local food bank, reaching over 14,000 people on Facebook. Key lessons included incentivizing students and engaging friends to participate through social trends while keeping the focus on combating hunger.
This document presents a marketing plan created by UVa-Wise students to promote enrollment at the college. It includes research on the target audiences, a competitive analysis of similar colleges, and objectives to increase brand awareness and social media following. The central idea is a campaign called "I AM WISE" to highlight how UVa-Wise students become wise by choosing the college's benefits like affordable cost and friendly atmosphere.
For my final senior project at the University of Florida we formed agencies and prepared a campaign for a real client, Trinity Lutheran School. Within my agency, Bow & Arrow Advertising, I was one of the lead Creatives who was in charge of the layout and all other visual aspects that were contributed to the project. I created our logo along with a logo redesign for Trinity Lutheran School. I strengthened the branding of our team throughout the book, by creating cover pages and watermarks for each section. Though I assisted with the ad design, my main focus lied in the formatting and branding of the book and the rebranding of our client.
National Park Foundation Creative Brief & AnalysisAlexis Schaefer
The creative brief is for a campaign by the National Park Foundation to raise awareness and connect with college-aged millennials. It identifies the target audience as "Wandering Connection-Seekers" - college students ages 18-22 who are curious, seek new experiences through travel, and want to support causes through their extensive social media networks. The brief explains that this group is looking to affiliate themselves with organizations but does not have much free time. It also notes that most millennials are unfamiliar with the National Park Foundation and its mission of preserving national parks. The campaign aims to inform this target audience and ask them to support the cause by voicing their support through social media.
The document summarizes a grassroots marketing campaign organized by Elle Wilson to promote the FEED brand and raise food donations for a local food bank. The campaign included a photo contest on social media where students could win prizes by taking photos with a FEED tote bag. It also included a food drive with collection boxes around campus. The campaign reached over 14,000 people on social media and collected over 150 pounds of food donations for the food bank. Key lessons learned included incentivizing participation and engagement through prizes, gaining support from university administration, and grabbing students' attention initially to introduce them to the cause.
Low literacy rates are a significant problem in America, with 34 million adults having difficulty reading basic statements. One in three young adults do not graduate high school and lack necessary reading and writing skills. Kid Scoop News was created to address this issue by providing an engaging newspaper for students to encourage reading, writing, and civic participation. The monthly publication aims to build literacy and a love of learning in children from kindergarten through 5th grade. It has experienced rapid growth as a tool for teachers, a parenting aid, and a community resource that supports literacy.
The document summarizes a literacy program called Kid Scoop News that aims to address low literacy rates in America. It notes that 34 million adults have difficulty reading and 1 in 3 young adults do not graduate high school. Kid Scoop News is a monthly newspaper designed for elementary students to encourage reading, writing, and civic engagement. It is distributed for free to schools and through community locations. The program aims to build literacy skills in children and inspire civic participation to address social issues like crime, unemployment, and poverty that result from low literacy.
Three Tree Coffee Roasters aims to increase brand awareness and visibility through a campaign from January to May 2018. The campaign will utilize various events and promotions to engage the local community, especially Georgia Southern University students. Strategies include fundraising events like a St. Patrick's Day bingo night, on-campus coffee sampling, and social media contests. The goals are to increase social media followers by 10%, bring more visitors to the shop to sample products, and increase student awareness of Three Tree's mission by 10%. The campaign will be evaluated by measuring audience reception through behaviors like event attendance and sales, attitudes through social media reviews, and awareness through surveys.
The School of Journalism & Media Studies at San Diego State University has a long history dating back to the 1950s. It was originally the Department of Journalism and later merged with other units to form the current School of Journalism & Media Studies. The School offers undergraduate and graduate programs in areas like journalism, advertising, public relations, and media studies. It also has partnerships with other colleges on campus. The director provides an update on the state of the School and opportunities for alumni to get involved through events, internships, and other initiatives.
The Internal Vice President at UCLA organized and accomplished many administrative duties and initiatives over the 2015-2016 year including planning orientation events, organizing leadership summits, attending various meetings, and spearheading several programming efforts around campus safety, LGBTQ pride, transfer student appreciation, and student group support. Some of the major events held include the Off-Campus Living Fair, various safety programs during Campus Safety Week, and the Spring Activities Fair which involved over 200 student groups. The office also ran a Fellowship program and various other efforts to support the over 900 registered student groups on campus.
This document summarizes the growing use of social media in higher education. It discusses how nearly all universities now use social media to communicate with students, up from 61% in 2007. It provides examples of how universities like Stanford, Oregon State, and the University of Miami are actively engaging on platforms like Facebook, Twitter, YouTube and Google+ to recruit and interact with students. The presentation outlines best practices for social media use and opportunities for the future, emphasizing the importance of an integrated, strategic approach.
This document summarizes key points from a presentation on using social media in higher education. It finds that 100% of surveyed universities now use social media to communicate with students, up from 61% in 2007. It provides examples of how universities like Stanford, UC Berkeley, Oregon State, and the University of Miami successfully use platforms like Google+, YouTube, Facebook, and Twitter to engage students, alumni, and other stakeholders. The presentation concludes with best practices and tips for social media use from industry experts, emphasizing the importance of an integrated, strategic approach.
This document discusses three target publics for the marketing campaign of DareDevil Dogs: 1) Ohio State Greek life, 2) Ohio State students living in on-campus housing, and 3) Ohio State campus media. Research found that many in the first two publics were unaware of DareDevil Dogs. Objectives include increasing social media engagement, hosting food truck events with Greek organizations, promoting the delivery service to dorms, and gaining positive media coverage. The primary tactic is to introduce the brand to Greek life at football block parties, as surveys found they attend these events and are open to food trucks. Residence hall students prefer eating off campus but not in the south campus area where DareDevil Dogs
GivingTuesday media and pr strategies - get press for your organization!Woodrow Rosenbaum
GivingTuesday is a great opportunity to get some media attention for your organization. To help you get the most PR benefit from your activity this year, Paradigm Public Relations shares PR and Media strategies for GivingTuesday.
The 20 Best Higher-Ed Crowdfunding CampaignsEverTrue
Crowdfunding involves raising small amounts of money from a large number of people, usually online, to fund a project or cause. Many universities have launched crowdfunding programs to allow alumni, students, faculty, and friends to donate to specific funds or projects they are passionate about. The document then profiles and summarizes 20 leading university crowdfunding programs, including those at Arizona State University, Carnegie Mellon University, Cornell University, and others.
The document outlines a marketing plan for the app PaperPlane. It details a user testing team of 25 students from 12 universities that will help spread awareness of the app. The goal is to acquire 10,000-15,000 users in 10 days to meet funding quotas. User testers are asked to get at least 200 downloads each at their schools. Catchy slogans and posters are provided to promote sharing music, events, photos and videos as users move nearby others.
The document summarizes events from the Multicultural Resource Center (MRC) at Binghamton University for March and April. In March, the MRC's annual letter writing campaign exceeded goals and they hosted a cultural competency training. April events highlighted include Sexual Assault Awareness Month activities like Take Back the Night and screenings, as well as Day of Silence on April 17th to raise awareness of LGBTQ issues. The MRC announced upcoming internship opportunities and grant recipients.
Three Tree Coffee Roasters aims to increase brand awareness and visibility through a campaign from January to May 2018. They will hold fundraising events like a St. Patrick's Day bingo night and offer coffee sampling on campus and at a local church. Social media giveaways will also help promote the brand. Effectiveness will be measured by tracking event attendance, sales, social media engagement, and surveys to gauge changes in customer awareness, attitudes and behaviors regarding Three Tree.
The document outlines the essential learning outcomes for Quinnipiac University graduates in the 21st century. It discusses that graduates will acquire interpersonal outcomes like written and oral communication, responsible citizenship, diversity awareness, and social intelligence. It also outlines intellectual outcomes such as critical thinking, scientific and quantitative reasoning, information fluency, creative thinking, and visual literacy. The document provides examples of service learning projects conducted by Quinnipiac students both domestically and internationally.
- The campaign aims to increase a sense of community and perceived value of dining plans at Georgia Southern University.
- Research was conducted through surveys and analysis of customer satisfaction and purchasing behaviors.
- Strategies include educating students about benefits of meal plans, encouraging participation and engagement, and increasing social media use.
- Tactics include events like Taste of Dining Commons, Cultural Food Fest, and Trivia Nights as well as social media sweepstakes.
- The goals are to increase sense of community by 10% and perceived value of plans by 10% between 2017-2018.
The grassroots marketing campaign used a photo contest and scavenger hunt on social media to promote the FEED brand and food drive. Students searched for the FEED tote carrier on campus and shared photos for likes to win prizes. Donating food was required to win restaurant prizes. Over 150 pounds of food was collected for the local food bank, reaching over 14,000 people on Facebook. Key lessons included incentivizing students and engaging friends to participate through social trends while keeping the focus on combating hunger.
This document presents a marketing plan created by UVa-Wise students to promote enrollment at the college. It includes research on the target audiences, a competitive analysis of similar colleges, and objectives to increase brand awareness and social media following. The central idea is a campaign called "I AM WISE" to highlight how UVa-Wise students become wise by choosing the college's benefits like affordable cost and friendly atmosphere.
For my final senior project at the University of Florida we formed agencies and prepared a campaign for a real client, Trinity Lutheran School. Within my agency, Bow & Arrow Advertising, I was one of the lead Creatives who was in charge of the layout and all other visual aspects that were contributed to the project. I created our logo along with a logo redesign for Trinity Lutheran School. I strengthened the branding of our team throughout the book, by creating cover pages and watermarks for each section. Though I assisted with the ad design, my main focus lied in the formatting and branding of the book and the rebranding of our client.
1. We’re KIND of a Bama Deal#rollKINDroll
Introduction
WorkingwithKINDonTheUniversityofAlabamacampushasbeen#kindawesome.TheUAteamsuccessfullyimplement-
ed its communication plan throughout October 1 to November 7 with more than 30 UA PRSSA chapter volunteers collab-
orating to achieve each campaign objective. Focusing on the small details enabled the team to exceed their objectives in
spreading KIND brand awareness through print materials, social media, campus events and media relations coverage.
Overview
Like most students on college campuses, students at UA are constantly on-the-go and searching for a satisfying snack that is
both nutritious and tasty. According to a pre-campaign survey, 77 percent of 685 respondents admitted that they are too
Preparation
Team Objectives
Objective 1: Increase brand awareness by informing 500 students that KIND snacks are the perfect snack for both health and
taste by November 7, 2015.
Objective 2: Get 300 students to attend KIND events to spread awareness about KIND bars by November 7, 2015.
A vital, measurable component of the KIND campaign included a 16-question survey,
resulting in 685 respondents.The survey analyzed if students were aware the KIND brand
had a presence on campus and offered a multitude of essential benefits. Only 57 per-
cent of the survey respondents were aware that KIND bars were sold on campus. The
KIND campaign team took these numbers to heart by creating a strategic communication
plan that brought the KIND brand to life while while upholding its“AND”philosophy and
“KIND-hacking”campus locations to influence students that KIND bars are the ultimate
power snack.
Implementation
When approaching the task of what events to coordinate that best fit the team’s objectives,“We’re KIND of a Bama Deal”
decided to choose strategic partnerships with other on-campus organizations that shared a similar mission and values
with the KIND brand. The UA PRSSA team’s first partnership was a collaboration with Crimson Kindness, an on-campus
organization composed of students passionate about spreading kindness. Together, We’re Kind of a Bama Deal and Crim-
son Kindness held a Kindness Poster Rally, where members of both organizations targeted campus hotspots by holding up
encouraging posters displaying messages like:“Be kind to yourself”and“You are #kindawesome”to hundreds of students
adhering to KIND’s brand value of fun and living well anywhere. The Kindness Poster Rally ran from October 6 to October
9 and generated on-campus media coverage from bothTwitter and Instagram for UA, UA Student Affairs and DEAF Hands
Speak accounts.
busy to eat healthy. These insights helped the KIND campaign team to create a mission
empowering students to snack anytime, anywhere, without sacrificing fun along the way.
The campaign goal of increasing KIND bar brand awareness was demonstrated through
campus organization event partnerships, newsworthy social media postings and impact-
ful print materials, highlighting the brand and its cheerful philosophy on a daily basis
throughout the campaign to UA students.
2. Secondly, the team hosted a Twitter chat on October 14 encouraging its 70+ followers to participate in tweeting why they
were #kindawesome to further spread awareness about the KIND brand and spark conversation.
For its third event, the team partnered with Project Health, a go-to source of health education information on the UA cam-
pus. During the week of October 19-23, Project Health’s Health Hut ran a program on health literacy. The UA PRSSA team
saw a valuable opportunity to distribute KIND bars on October 21 as the Health Hut promoted KIND’s healthy and tasty mes-
sage, perfect for any student on-the-go between class. More than 500 bars were handed out in a three-hour span.
Lastly, as the ultimate integration into student’s busy lives, the team decided to“Kind-hack”two on-campus libraries, Angelo
Bruno Business Library and Rodgers Library for Science and Engineering. On November 2 and 3 tables were set up at both
libraries where students were able to grab free KIND bars and learn more about the product, enhancing brand exposure
and changing attitudes. These libraries were selected based on their infamous busyness during the late morning and early
afternoon hours.With so many students coming and going for multiple reasons, the team knew“KIND-hacking”these areas
would put KIND bars straight into the hands of many students promoting the KIND“AND”philosophy.
We’re KIND of a Bama Deal
The University of Alabama is a public institution that accommodates the needs of
over37,000undergraduateandgraduatestudents.Atthebeginningofthecampaign,
UA PRSSA set out to raise awareness about KIND bars to at least 500 students. While
83 percent of participants of our pre-survey were already aware of KIND bars and
the benefits of choosing it as their main snack food, there was still 17 percent of par-
ticipants who were not.Throughout the campaign, UA’s chapter was able to use social
media platforms to keep followers up to date on the newest whereabouts of the KIND
Campaign and where to find the tasty alternative around campus. The team knew
social media would be their best communication efforts when they received 767 im-
pressions just off their first Facebook post. Through the hacks UA PRSSA was able to
pass out KIND bars to more than 500 students, achieving both of its objectives initially
set at the beginning of the campaign for a total of over 1,000 bars.
Can I get a #rollKINDroll? The UA team encountered a speed bump or two when it came to coordinating events. Advocat-
ing or raising awareness for items is oftentimes mistaken for advertising. Because of this misunderstanding, the ability to
gain permission for our hacks took a little longer than expected. With all of that said, we were able to successfully pull off
passing out more than 1,000 free KIND bars to students diligently studying in various libraries across campus. In addition,
halfway through the campaign,“We’re KIND of a Bama Deal,”had a misunderstanding with KIND policies therefore we had
to delete our social media handles.While this could be seen as bad luck, we were able to turn the situation around and pro-
mote KIND bars on platforms with a higher following rate. Not only did we appeal to select people, we were able to reach
students in colleges and majors all across campus!
We did it! Throughout the month of October until the beginning of November, UA’s Public Relations Students Society of
America chapter took on the KIND“No Compromise”Campaign.Through the duration of this campaign students promoted
the tasty treats through social media, posters and library hacks. As students realized how many places on campus sold KIND
bars, students came to understand that their hectic lifestyle did not have to be met with an unhealthy diet. This chapter
loved seeing students across campus tweeting out pictures of their KIND bars on the way to class!
Evaluation
Conclusion
Note From the Team