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

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3. Implement the following Twitter guidelines: • Xistance should post on Twitter at least seven times a day. • Every week, posts on this platform should be consistent with the following hashtags: • Monday - #MemorializeMonday • Posts should be centered on remembering those who have passed on but made an impact on someone’s life or the world. • Wednesday - #DefineYours • Posts should be centered on a defining moment in a specific person’s life. • Friday - #FamilyHistoryFriday • Posts should be centered on highlighting a fun fact about an Xistance employee’s family history or a historical figure. • See Appendix B for a sample post of each hashtag. • Posts featuring the hashtags should be retweeted and favorited by the Xistance Twitter account to promote conversation. • Monitor hashtags for trolls. • Trolls are individuals on the internet who use hashtags specifically for gaining attention and provoking arguments. • Trolls will not be contributing to the overall conversation started by the hashtags. • Do not respond to these tweets. 62
4. Create a 15 second advertisement to be placed on the following websites: • Xistance’s personal YouTube channel. • YouTube advertising • Advertisement will play when users are about to watch a video on any of the following topics (YouTube Advertising): • Ancestry Research • Ancestry.com • DNA sequencing • Facebook and Privacy • Genetic testing • Genetics • Internet privacy • Privacy • Family • Family tree • Family history • Family tree research • See Appendix D for the advertisement pitch letter to Capstone Production Group. 5. Implement Facebook Advertising. • An advertisement will be targeted to users who like specific pages or post about the following topics on their Facebook accounts (Facebook Business): • Ancestry Research • DNA sequencing • Genetic testing • Internet privacy • Family • Family history • Ancestry.com • Facebook and Privacy • Genetics • Privacy • Family tree • Family tree research • See Appendix E for sample Facebook advertisements. 63
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 34 and 35: With a completed tally of 412 parti
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 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?
Page 84 and 85: Display the following question if
Page 90 and 91: 18. How do you feel about social me
Page 92 and 93: 23. How do you find out about new s
Page 94 and 95: 28. What is the highest degree or l
Page 97: APPENDIX C: SAMPLE FACEBOOK EVENT P
Page 101: APPENDIX E: SAMPLE FACEBOOK ADVERTI
Page 105: APPENDIX G: ANIL DASH PITCH LETTER
Page 109: APPENDIX I: LEGACY.COM PITCH LETTER
Page 113:
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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