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

EXECUTIVE SUMMARY
The foundation of any successful public relations campaign is primary
research. Keeping this in mind, Wolfpack PR conducted and analyzed
research to identify key attitudes and preferences among potential
publics for Xistance. Wolfpack PR completed the necessary research
and gathered quantitative data that will serve as the cornerstone for
the development of the public relations campaign. Our goals were to
discover the best channels to increase public awareness and reach
Xistance’s target publics and to identify the motivations and values of
individuals who use social media or social media-type services. In
order to achieve these goals, our research addressed the following
questions:
• What are the best messaging techniques to reach Xistance’s target
publics?
• What is the best way to raise awareness of a startup company that
has not yet launched?
• What does each target public, as identified by Xistance, look for in a
social media or social media-type platform?
• How does the value of privacy vary among Xistance’s target
audiences?
In order to answer these questions, Wolfpack PR developed an
instrument for an online survey. Participants for the survey were
recruited based on Xistance’s target publics. In order to reach these
recruits, the survey was posted to specific Facebook groups and
Reddit forums, as well as directly emailed to individuals known to
members of Wolfpack PR. These individuals were then asked to
forward the survey link to others, creating a snowball sample.
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