Donate Life

oustrategicsocialmedia

Donate Life America

Social Media Campaign

Presented by: Emily Barber, Kiley Landusky,

Hannah Bortz and Ellie Halter


Agenda





Client Introduction

Social Media Listening Study

Campaign Proposal

Conclusion


Donate Life America

Every ten minutes, another name is added to the national organ transplant waiting list.

According to Donate Life America, more than 123,000 men, women and children are currently in need of

lifesaving organ transplants..

Donate Life’s purpose is to change that...


Social Media Listening Study


Competitors





American Red Cross

Susan G. Komen

St. Jude’s Research Hospital

Be The Match


Existing Channel - Twitter


Existing Channel - Facebook


Future Channel - Snapchat





Way to reach younger audiences

Provides a more personal experience

○ Influencer takeovers

Filters allow for quick and simple ways to raise awareness

Encourages UGC and modified UGC


Campaign Proposal


GhOST+E




Goal: Raise awareness of

organ donation and need for

donors

Objective: Gain 10,000 new

registered donors through

Donate Life by April 30, 2017

Strategy: 3-month campaign

with months dedicated to

awareness, education and

registration



Tactics:

○ Twitter: Short updates, polls and links to

information about Donate Life.

○ Facebook: Focus on storytelling and personal

messages.

○ Snapchat: Sponsored filters and influencers.

Evaluation:

○ Twitter: Monitor engagement and

clickthroughs.

○ Facebook: Monitor engagement and

clickthroughs, shares.

○ Snapchat: Monitor use of filters and views.

○ All three: Analytics platforms.


Creative Strategy




February - Awareness

○ #DonateLove

○ Spread mission of Donate Life and increase brand recognition

March - Education

○ #WhyDonate

○ Teach audiences why organ donation is valuable and how they can become

registered

April - Registration

○ #LifeHappens

○ Encourage audiences to become organ donors with CTAs to register

■ Urgent messaging


Twitter Post Mock-ups

February March April


Facebook Mock-up

February


Facebook Mock-up

March


Facebook Mock-up

April


Snapchat Mockup

February


Snapchat Mockup

March


Snapchat Mockup

April


Editorial

Calendar


Editorial

Calendar


Editorial

Calendar


Conclusion





Donate Life has a wide variety of audiences - Facebook, Twitter and

Snapchat provide ways to reach all of them

In order to raise awareness about organ donation, we need to educate

audiences about Donate Life

Donate Life should continue techniques like storytelling, educating and

calls-to-action to encourage engagement

An objective of 10,000 new donors is measurable and achievable

Thank you!

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