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

CAMPAIGN SUMMARY
INTRODUCTION. Wolfpack PR was excited for the opportunity to
work with a company just beginning their journey. The members of
our team have worked diligently over the past several months to
create and present a comprehensive campaign to help Xistance
establish a brand and increase name recognition. Through careful
research, analysis, and planning we are confident our proposed plan
will do just that. The theme of our campaign, “Define Your Life, But
Not For Likes” includes the company tagline and emphasizes
Xistance’s values.
SITUATION ANALYSIS. Xistance is a website that will help people
create authentic, auto-biographical stories and memorialize their
loved ones. Xistance plans to launch their website in June of 2017, and
their primary goal is to reach 5,000 subscribers within the first four
months. As a startup, Xistance’s problem is little-to-no name
recognition. To establish a brand and reach their goal, Xistance must
target key publics and raise awareness.
METHOD. Wolfpack PR conducted research through a quantitative
survey using Qualtrics to identify and understand demographic
characteristics in connection to certain attitudes and behaviors. The
population chosen was anyone over the age of 18. Our team chose to
survey all demographics because Xistance is a startup, and we wanted
to gain insight into all potential website users. Our proposed sample
size was 500; however, the survey received a total of 412 responses.
Our team distributed the survey through various online channels,
creating a voluntary sample, and shared the survey with
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