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

little name recognition. The two most frequent responses were
“somewhat unlikely” and “extremely unlikely”. Wolfpack PR sees this
as the participants being less willing to invest time and/or money in a
social media account if there are few accounts and is not yet popular
among the masses. This finding poses a particular challenge for
Xistance because it will need to utilize the findings on how individuals
learn about new technology services to reach their target publics and
grow in usership.
Considering many of the participants claimed they use social media to
connect with other people, share information about their lives and to
track life experiences, Wolfpack PR can conclude that participants are
generally not interested in devoting energy to a social media platform
that is less relevant in the current social world. We can use this
information to ensure our campaign plan includes tactics that align
with trends on social media and grab the attention of potential users.
PRIVACY VALUES AND EXPECTATIONS. The survey also included five
questions to determine how Xistance’s target audiences value privacy.
The first question asked participants how much they value privacy
online. Out of the 412 respondents to our survey, a total of 97.37
percent reported finding online privacy either “extremely important,”
“very important” or “moderately important.” The results showed a
positive correlation between age and valuing privacy. This means that
as people get older, their value for privacy online grows. Since
Xistance’s target audience is primarily 50- to 70-year-olds, it is
beneficial to highlight the company’s core value of privacy in Wolfpack
PR’s campaign plan to appeal to the target audiences.
47