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

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With a completed tally of 412 participants, the survey asked all multiple-choice questions designed to understand the attitudes and values of participants. The data collection from the survey instrument revealed several key findings that will aid Wolfpack PR in the creative process of campaign planning. Key findings from data collection include: • Word-of-mouth is one of the most powerful tools for creating recognition about new social media websites and internet-based services. • Social media is used for various reasons and to fulfill different needs. • Privacy is a concern and is valued by those who use traditional forms of social media. INTRODUCTION In order to develop an effective public relations campaign, Wolfpack PR conducted primary research using an online survey. The purpose of the survey was to gather useful insights on publics’ attitudes toward privacy and social media, as well as their interest in discovering and documenting family history. The survey also aided in identifying the most appropriate ways to reach target audiences. The survey was made available from Feb. 20 to March 12. There were 412 responses to the survey during this period. The findings from the survey will guide decisions regarding a successful public relations campaign for Xistance. 34
RESEARCH PLAN RESEARCH GOALS. Throughout the research process, Wolfpack PR sought to discover the best channels to increase public awareness and reach Xistance’s target publics. Wolfpack PR also sought to identify the motivations and values of individuals who use social media or social media-type services. RESEARCH QUESTIONS. Based on our evaluation of Xistance’s current situation, Wolfpack PR developed specific questions to direct our research: • RQ1: What are the best messaging techniques to reach Xistance’s target publics? • RQ2: What is the best way to raise awareness of a startup company that has not yet launched? • RQ3: What does each target public, as identified by Xistance, look for in a social media or social media-type platform? • RQ4: How does the value of privacy vary among Xistance’s target audiences? RESEARCH OBJECTIVE. Before conducting primary research, Wolfpack PR set a measurable objective in order to gain insight into the research questions previously stated. • Survey 500 individuals who range in age, race and ethnicity. 35
Page 1: Define Your Life, But Not For Likes
Page 5: FOREWORD
Page 9 and 10: CAMPAIGN SUMMARY INTRODUCTION. Wolf
Page 11 and 12: CAMPAIGN GOALS. • Increase the nu
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 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
Page 60 and 61: GOALS, OBJECTIVES, STRATEGIES AND T
Page 62 and 63: 3. Implement the following Twitter
Page 64 and 65: 6. Implement advertising on Google
Page 66 and 67: 4. Attend 2018 International Startu
Page 68 and 69: IMPLEMENTATION TIMELINE • June 8,
Page 70 and 71: • April 15, 2018 • Create media
Page 72 and 73: • YouTube Advertising • Total c
Page 74 and 75: Conclusion Wolfpack PR’s campaign
Page 76 and 77: Google AdWords. (n.d.). Retrieved f
Page 79: APPENDICES
Page 82 and 83: How are you protecting my privacy?
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Display the following question if
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Page 88 and 89:
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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
Page 117:
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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