"Define Your Life, But Not For Likes" Xistance Campaign Plan
A comprehensive campaign plan created for Xistance, a startup social media and family history tracking company located in Raleigh, NC.
A comprehensive campaign plan created for Xistance, a startup social media and family history tracking company located in Raleigh, NC.
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TABLE OF CONTENTS<br />
FOREWORD<br />
7 Letter to the Client<br />
9 <strong>Campaign</strong> Summary<br />
SITUATION ANALYSIS<br />
17 Executive Summary<br />
18 Problem Statement<br />
19 Internal Factors<br />
20 External Factors<br />
22 Relevant Publics<br />
24 S.W.O.T. Analysis<br />
28 Current Situation<br />
RESEARCH FINDNGS<br />
33 Executive Summary<br />
34 Introduction<br />
35 Research <strong>Plan</strong><br />
36 Methodology<br />
38 Findings<br />
45 Interpretation<br />
CAMPAIGN PLAN<br />
53 Executive Summary<br />
55 Introduction<br />
56 Target Publics<br />
57 <strong>Campaign</strong> <strong>Plan</strong><br />
60 Goals, Objectives,<br />
Strategies and Tactics<br />
66 Evaluation<br />
67 Stewardship<br />
68 Implementation Timeline<br />
68 Budget<br />
74 Conclusion<br />
75 References<br />
APPENDICES<br />
81 A: Survey Instrument<br />
95 B: Content Calendar<br />
97 C: Facebook Event Post<br />
99 D: Capstone Production<br />
Group Pitch Letter<br />
101 E: Facebook<br />
Advertisements<br />
103 F: Google AdWords<br />
Advertisement<br />
105 G: Anil Dash Pitch Letter<br />
107 H: Ancestry.com Pitch<br />
Letter<br />
109 I: Legacy.com Pitch Letter<br />
111 J: Lanyard Sponsorship<br />
at ISC Proof<br />
113 K: Press Releases
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