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

EXECUTIVE SUMMARY
Xistance is a website that seeks to provide a platform for online users
to digitally create their own autobiographies and memorialize loved
ones. The company plans to launch its website in June 2017. Xistance
offers complete user privacy when creating a digital legacy profile.
The website will allow users to define their familial backgrounds and
record life events through the creation of individual profiles. This
“tell your own story” approach offers a greater privacy aspect in
comparison to social media sites. By creating their own family trees
through Xistance, users can tell their personal story in a way that
reflects their unique family dynamics.
Xistance is completely self-funded and employs six people, which
allows for creative freedom and cohesive communication throughout
the organization. In preparation for the website's launch, Xistance has
engaged in a handful of public relations operations to increase public
awareness. To meet the organization's goal of 5,000 users within the
first four months, a more targeted public relations campaign is
needed.
One of the biggest challenges Xistance faces is the public’s general
lack of knowledge about the website. To ensure success following the
launch, Xistance has identified two target publics, along with their
demographics and psychographics. Designing innovative messaging
strategies to reach Xistance’s publics will be challenging because users
will not be used to the level of privacy offered by the website.
Thoroughly understanding the key publics will help Xistance create an
effective campaign and connect with the target audiences.
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