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

A S.W.O.T analysis was performed to determine Xistance’s specific
strengths, weaknesses, opportunities and threats. Strengths of the
organization include the unique space provided for users to display
their own stories as well as its constant use of social media platforms
and the Xistance Podcast to connect with current and potential users.
Current weaknesses primarily revolve around the lack of public
exposure as a new platform. Potential partnerships with websites that
complement Xistance’s mission could provide opportunities for the
organization to grow in the future. A major threat to the organization
is social media — because social media is so prevalent and does not
offer the same amount of privacy as Xistance, the organization will
need to distinguish themselves from the typical social media platform
by reaffirming their value of privacy and emphasizing its importance
to future or current users. By doing so, Xistance will be able to raise
awareness and increase usership.
Wolfpack PR’s campaign strategy will specifically focus on raising
public awareness and name recognition among identified target
publics. In addition, the campaign will work to position Xistance in a
way that communicates the specific needs it will fulfill for users. By
understanding the target publics, Wolfpack PR and Xistance will be
able to successfully reach 5,000 users within the first four months.
PROBLEM STATEMENT
Xistance’s goal is to launch in June of 2017 and reach 5,000
subscribers within the first four months. As a startup, the organization
faces the obstacle of little-to-no name recognition. Xistance must raise
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