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

EXECUTIVE SUMMARY
Wolfpack PR has created a targeted campaign for Xistance to achieve
its primary goal of increasing website usership. Xistance wants to
reach 5,000 users within the first four months following its launch.
Wolfpack PR conducted careful research and analysis to better
understand potential users. With the help of this data, target publics
have been identified, and the best ways to reach those publics is
outlined throughout our campaign. The publics identified are
individuals 50- to 70- years-old, individuals who value privacy and are
currently using traditional social media platforms, and individuals
working in the technology sector.
The campaign will primarily seek to raise awareness, especially
amongst identified target publics. The theme of our campaign is
“Define Your Life, But Not For Likes.” This theme incorporates the
company tagline, “Define Yours,” and emphasizes the website’s
opposing position in the market to social media platforms. Key
messages will be used to communicate with target publics. These
messages will raise awareness for Xistance and result in individuals
signing up for an account. A few of the key messages our campaign
will convey are:
• Record your life story and family history all in one place with
Xistance.
• Xistance offers digital legacy pages for loved ones that can be
preserved for generations.
• Xistance offers users complete control of their privacy settings,
contrary to traditional social media platforms.
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