"Define Your Life, But Not For Likes" Xistance Campaign Plan

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people known to team members. The continued sharing by those individuals created a snowball sample as well. FINDINGS. Wolfpack PR’s careful analysis found better messaging techniques to reach Xistance’s publics and raise awareness. We discovered that most individuals see or hear advertisements through television or social media. We also found that most people discover new websites and internet-based services through word-of-mouth. Our analysis also revealed some insights into social media usage and attitudes. An overwhelming 97.78 percent of people surveyed said they used social media, and Facebook was at the top of greatest daily usage. Very few individuals surveyed said they were likely to use a newly launched website; however, this is in line with typical adoption patterns. We did, however, have a significant interest in people documenting their life. We also found privacy to be something most individuals care about deeply, but that these individuals continue to use social media websites that collect and share data with third party sources. TARGET PUBLICS. Wolfpack PR has identified three primary publics for the purpose of our campaign. These three publics include: 50 to 70-year-olds, individuals who value privacy and are currently using traditional social media platforms, and individuals in the technology sector. 10
CAMPAIGN GOALS. • Increase the number of website subscribers by creating awareness and a consistent image surrounding Xistance. • Increase Xistance’s presence in the technology sector. OBJECTIVES. • Increase the number of users to 3,000 by Sept. 19, 2017. • Increase the number of social media followers across all platforms by 25 percent by Sept. 19, 2017. • Build 12 relationships with other technology companies, bloggers, journalists, and/or news media outlets by Sept. 19, 2017. STRATEGIES. • Improve Xistance’s social media presence by implementing consistent and engaging posts on multiple platforms. • Implement social media marketing techniques to increase exposure to potential users of the website. • Increase Xistance’s outreach to other companies, media organizations, and potential partners within the technology sector. • Cultivate beneficial relationships within the sector before and after launch, maintain them, and capitalize on opportunities for partnership and collaboration. TACTICS. Wolfpack PR has carefully planned various tactics to achieve campaign goals through our primary strategies. Some of our proposed tactics are: Facebook advertising, Google AdWords, a 15 second YouTube advertisement, social media ramp up, attending the 11
Page 1: Define Your Life, But Not For Likes
Page 5: FOREWORD
Page 9: CAMPAIGN SUMMARY INTRODUCTION. Wolf
Page 13: BUDGET OVERVIEW. 2018 International
Page 17 and 18: EXECUTIVE SUMMARY Xistance is a web
Page 19 and 20: awareness in order to gain users. T
Page 21 and 22: COMPETING FORCES AND COMPETITORS. A
Page 23 and 24: • Individuals who have recently h
Page 25 and 26: • Xistance has created teaser vid
Page 27 and 28: • Reaching out to local technolog
Page 29 and 30: DIRECTION. Wolfpack PR’s campaign
Page 31: RESEARCH FINDINGS
Page 34 and 35: With a completed tally of 412 parti
Page 36 and 37: METHODOLOGY OVERVIEW. Wolfpack PR c
Page 38 and 39: these dates, Wolfpack PR frequently
Page 40 and 41: The second question asked how frequ
Page 42 and 43: The sixth question asked how intere
Page 44 and 45: Questions three and four evaluated
Page 46 and 47: through word-of-mouth, Wolfpack PR
Page 48 and 49: The second question asked what thei
Page 51: CAMPAIGN PLAN
Page 54 and 55: Wolfpack PR discovered in its resea
Page 56 and 57: of Xistance. With a budget of $15,0
Page 58 and 59: THEME. Wolfpack PR’s extensive pr
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GOALS, OBJECTIVES, STRATEGIES AND T
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3. Implement the following Twitter
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6. Implement advertising on Google
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4. Attend 2018 International Startu
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IMPLEMENTATION TIMELINE • June 8,
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• April 15, 2018 • Create media
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• YouTube Advertising • Total c
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Conclusion Wolfpack PR’s campaign
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Google AdWords. (n.d.). Retrieved f
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APPENDICES
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How are you protecting my privacy?
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Display the following question if
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18. How do you feel about social me
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23. How do you find out about new s
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28. What is the highest degree or l
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APPENDIX C: SAMPLE FACEBOOK EVENT P
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APPENDIX E: SAMPLE FACEBOOK ADVERTI
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APPENDIX G: ANIL DASH PITCH LETTER
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APPENDIX I: LEGACY.COM PITCH LETTER
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APPENDIX K: PRESS RELEASES HOLD FOR
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HOLD FOR RELEASE UNTIL APRIL 16 Xis
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"Define Your Life, But Not For Likes" Xistance Campaign Plan

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