Leveraging Social Media - a small organization's perspective
4good - Project Briefs · 04.11.2010 · Project Steps Process 1. Conduct an initial meeting to...
Transcript of 4good - Project Briefs · 04.11.2010 · Project Steps Process 1. Conduct an initial meeting to...
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L O G O D E S I G N
Cost$45
Subsidy$255
Deliverables
Finalelectronicartoflogoandrelatedstyleguideofvisualidentity.Filesinclude:
‐ Versionsoflogotobeusedindifferentformats‐ Visualbrandingguidelinesincludingfontsandcolorpalette‐ Asimplifiedmarkoftheorganization'slogo,ifdesired
ProjectStepsProcess1.Conductaninitialmeetingtogatherandprovideinformationabouttheorganization'spositioningandbrandidentitytotheassociate.2.Theassociateprovides3differentvisual/designconceptsfortheorganization'slogoandoverallvisualbrandidentity.3.Theorganizationchoosesonevisual/designconceptfornextsetofiterations.4.Theassociatepresents2additionalroundsofrefinementstotheselectedlogoandvisualbrandidentityconcept.5.Theorganizationchoosesthefinallogoandtheassociatefinalizesrelatedvisualguidelines.6.Uponapproval,theassociatedeliversthefinalelectronicartofapprovedlogo,aswellastypefaces,fonts,andcolorpalettesforrelatedvisualbrandidentity.
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P R I N T D E S I G N
Cost$55
Subsidy$305
DeliverablesFinaldesignsforprintmaterialsincludingoriginalelectronicfilesinformatsrequiredanddeterminedbyorganizationandassociateforprojectneeds.Process1.Theassociateandtheorganizationconductaninitialmeetingtodiscusstheorganization'sexistingbrandidentity,exploreprojectneeds,andidentifythematerialtobecreated.2.Theorganizationandtheassociatediscusscontenttobeincludedinprintmaterials.Theorganizationandtheassociatediscussprintingcapabilitiesandhowmaterialwillbedistributed,determininghowthismightinfluencedesignelements(e.g.B/Wversuscolor).3.Associatereviewsthematerialsandtogethertheydecidethedesiredoutputformat.4.Theassociateprovides2differentvisual/designconceptsfortheorganization'sreview.Theorganizationchoosesonevisual/designconceptforthenextsetofiterations.5.Theassociatepresents2additionalroundsofrefinementstothechosendesignoftheprintmaterials(includingmultipledesignconceptswitheachround).6.Theorganizationchoosesafinaldesigndirectionforprintmaterials.Theassociatemakesafinalroundofchangestotheprintmaterialsbeforedeliveringthefinalprintmaterials(originalfiles,pdf,orformatsdiscussedforprojectneeds).*Notes:Therecouldbevariedlengthsoftimeforprojectheredependingoncomplexityofmaterialstobeproduced(e.g.one‐pagervs.brochure).
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S O C I A L M E D I A C A M P A I G N
Cost$55
Subsidy$305
DescriptionAsocialmediacampaignisafocusedmarketingpushtowardanorganization'sgoal,whetherit'sboostingattendanceatanevent,fundraisingforaspecificproject,orspreadingawarenessaboutaproductorservice.Usingsocialmediaplatformscaneffectivelycommunicateanorganization'smessagetoanonlineaudiencesurroundingaspecificissue,event,orproduct.
DeliverablesA6‐weeksocialmediacampaignthathelpsanorganizationachieveaspecificgoal.Attheconclusionofthecampaign,theassociatewillconductawrap‐upsessiontodeterminethecampaign'seffectiveness,definewhichtechniquesweremosteffective,andofferadviceforfuturecampaignsandstrategy.
Process1.Theorganizationandtheassociateidentifysocialmediacampaignobjectives,targetaudience,provideinventoryofsocialmediasitesonwhichtheorganizationhasapresence,anddeterminewhichsocialmediaplatforms(i.e.Twitter,YouTube,Facebook)bestreachtargetaudiencetoachievecampaigngoals.2.Theassociatedeterminestypesofcontent(video,photos,articles,quotes,links)thatwillsupportthecampaignandworkswiththeorganizationtogatherthesematerials.3.Theassociateconstructsacampaigntimelineandscheduletodeterminesfrequencyofpostings.4.Theassociatedetermineskeymessagingforthecampaignaswellasguidelinesforpostingcontentandrespondingtocommentsonbehalfoftheorganization.5.Theassociateandtheorganizationdiscussguidelinesforevaluatingeffectivenessofsocialmediaoutreach.6.Theassociateandtheorganizationimplementsocialmediacampaignwithweeklycheck‐instodeterminewhetherthecontentandfrequencyofoutreachareinlinewithoverallplan.7.Theorganizationandtheassociateconductawrap‐upsessiontodeterminetheeffectivenessofcampaignandmakerecommendationsforfuturecampaigns.
OrganizationPre‐requisites
‐ ASocialMediaPlanand/orsocialmediaassetsinplace(i.e.Twitter,Facebookpage,LinkedIngroup)
‐ Abilitytoarticulatecampaign'sobjectives,intendedaudience,andmessaging
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S O C I A L M E D I A P L A N
Cost$55
Subsidy$305
DescriptionAsocialmediaplanhelpsanorganizationdevelopapresenceinthedigitalsphere,throughsocialmediasiteslikeFacebook,Twitter,andothers.Socialmediahelpsanorganizationinteractandengagewithonlineaudiencestoincreaseawarenessaboutitsmissionanditscause,allonashoestringbudget.DeliverablesAsocialmediaplanthatoutlinesthestrategyforpromotinganorganizationonanumberoftargetedsocialmediasites.Astrongsocialmediapresencebasedontheplanandtrainingfromtheassociate,whichanorganizationcanthenimplementonitsownmovingforward.Process1.Theassociateandtheorganizationconductabrainstormingsessiontoidentifykeygoals,targetaudience,andassesscurrentonlinepresence.2.Theassociatedetermineswhichsocialmediaplatformswillbestachievegoalsandreachtheorganization'stargetaudience.3.Theorganizationworkswithassociatetodetermineclearguidelinesforpostingcontentandrespondingtocommentsonbehalfoftheorganization.4.Theassociateconstructsatimelineandschedulewiththeorganizationtodeterminefrequencyofsocialmediapostings.5.Theassociateandtheorganizationdiscussguidelinesforevaluatingeffectivenessofsocialmediaoutreach.6.Theassociateandtheorganizationbeginimplementingsocialmediaoutreachwithweeklycheck‐instodeterminewhethercontentandoutreachfrequencyareinlinewithplan.7.Theassociateconductswrap‐upmeetingwiththeorganizationtoensurethatanimplementationplanisinplacefortheorganizationtomaintainitspresenceonsocialmediasites.OrganizationPre‐requisites
‐ Abilitytoarticulatetargetaudienceandkeymessagestoconvey‐ Abilitytoprovideaninventoryofall,ifany,socialmediaplatformsinplace(i.e.Facebookpageor
Youtubechannel)
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MO T I O N G R A P H I C S V I D E O
Cost$80
Subsidy$460
DescriptionAmotiongraphicsvideooffersasimple,visuallyengagingwaytointroduceanorganizationtoawideraudience.Unliketraditionalvideo,amotiongraphicsfocusesonvisualcontentorstillimages,sothereisnoneedforafilmshoot.Motiongraphicsvideostranslatefactual,statistical,andinformationaldataintoaformatwhichiseasilydigestedbytheviewer.Agreatexamplecanbeviewedhere.Deliverables
‐ A1‐3minutemotiongraphicsvideodeliveredinelectronicformat,withHDqualityasamasterversion,alongwithanyagreeduponformatsforfinalusage(nomorethan3formats).
‐ Training/instructionsonhowtoplay,embed,andusethevideo.Process1.Theorganizationandtheassociatemeetforaninitialbrainstormingsessiontodiscusstheorganization'sobjectives,currentideas,keyscriptpoints,andexpectedvideoformats.2.Theorganizationgathersmaterialsanddatarequiredforproductionofthevideo.Theassociateresearchesthesubject/organization/dataanddevelopsinitialvisualdirection.3.Theassociatecombinesallmaterialsreceivedtopresenttheorganizationwithacreativebrief.Thebriefincludesascript,audionotes,visualdirectionssamplesandaroughstoryboard.4.Theassociateandorganizationconductameetingtoreviewandmakeanychanges,ifnecessary,tocreativebrief.Theorganizationwillansweranyoutstandingquestionsandprovideanymissingmaterials/contenttotheassociate.5.Theassociatecreatesaroughvideo,includingasamplevoice‐overifapplicable,andaudioselection.Theorganizationreviewsforaccuracyofcontentandsignsoffonthelength,script,sequenceandcontentofroughmaterials.6.Theassociateworksonthefinalpiece,providing2‐3roundsofreviewtotheorganization(orasagreeduponbasedoneachspecificproject).7.Theassociateprovidesafinishedpieceforfinalreview.Onceapproved,theassociatecreatesversionsofthefinalcontentforvariousoutput(YouTube,Vimeo,websites,broadcast,etc.)asagreeduponatinitialsessionbasedonintendedusage.OrganizationPrerequisites
‐ Understandingofobjective,targetaudience,intendeduseandgeneral"storyline"ofthevideo,aswellasestablishedbrandingguidelinesandmarketingmaterialsforcontentdevelopment
‐ Abilitytoprovidefactualsupportingdataandanyrelevantphotography/logos/visualcontent‐ Rights/permissiontouseanyproprietaryinformation,images,and/ormusictobeusedinthe
video
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P H O T O E S S A Y
Cost$80
Subsidy$460
DescriptionPhotographyisapowerfulwayforanorganizationtoshowcaseitswork,thecommunitiesandconstituentsitserves,andcreateavisualandemotionalappealtoitssupporters.Aphotoessayisasetorseriesofphotographsthattellsastory‐theprogressionofevents,emotions,andconcepts.Aphotoessaycommunicatesanorganization'sworkinacompellingwaytodrivesocialawarenessforitscause.Deliverables
‐ A7‐15imagephotoessaydeliveredinelectronicformatatresolutionsuitableforwebsiteandonlinebook
‐ DigitalfilesonDVDatresolutionsappropriateforeachagreeduponuse‐ Training/instructionsonhowtouploadandusetheimages.
Process1.Theorganizationandtheassociatemeetforaninitialbrainstormingsessiontodiscusstheorganization'sobjectives,currentideas,keystories,andtheuseofphotosforoutreach.2.Theorganizationgathersmaterialsanddatatoinformthephotographerabouttheorganization.Theassociateresearchesthesubject/organization/dataanddevelopsaninitialproposal.3.Theassociatecombinesallmaterialsreceivedtopresenttheorganizationwithacreativeproposal.Theproposalincludesthesubjectmattertobecovered,thetimeframeneededtocompletetheprojectandthedeliverables.4.Theassociateandorganizationconductameetingtoreviewandmakeanychanges,ifnecessary,totheproposal.Theorganizationwillansweranyoutstandingquestionsandprovideanymissingmaterials/content/accesstotheassociate.5.Theassociatephotographsandconductspost‐production.6.Theassociatecreatesaphotoessayandotherphotographsneededascommunicationsmaterialfortheorganization.Theorganizationreviewsforaccuracyofcontentandsignsoffonthecontent.7.Theassociateprovidesafinishedpieceforfinalreview.Onceapproved,theassociateprovidesdigitalfilesonDVDatresolutionsappropriateforeachagreeduponuse(web,printedmaterials,other).OrganizationPrerequisites
‐ Understandingofobjective,targetaudience,intendeduse,aswellasestablishedbrandingguidelinesandmarketingmaterialsforcontentdevelopment
‐ Abilitytoprovidefactualsupportingdataandanyrelevantphotography/logos/visualcontent‐ Rights/permissiontouseanyproprietaryinformation,modelreleasesnecessaryforthe
photographs
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MA R K E T R E S E A R C H
Cost$80
Subsidy$460
DescriptionThepurposeofthemarketresearchistoanswerkeyquestionsaboutthecommunity,customers,andcompetitorsofasocialenterprise.Themarketresearchmayinvolveprimary(i.e.surveys,interviews,orfocusgroups)orsecondarysources(i.e.internetresearch,databases)andwillprovideinformationthatcanguidethefurtherdevelopmentofaproductlineand/orofanoverallbusinessmodel.DeliverablesAnpreliminaryanalysisofthecustomerneedsandthecompetitorsinrelationtotheproductunderreview.Thisanalysiswillbeformedusingdatacollectedfromoneprimarymethodandonesecondarymethod.Thegoaloftheanalysiswillbetobuildontheexistingmarketresearchdatacollectedbytheorganizationandprovidefurtherdirectioninthisarea.Process1.Theassociateandtheorganizationdiscussthebusinessmodel/productunderreview,theexistingmarketresearchplanandthedatathathasalreadybeencollected.2.Theassociateandtheorganizationdiscussthemainquestionsthattheorganizationislookingtoanswerinregardstotheircustomersandcompetitors,andhowthedatacollectedbytheassociatewillbeused(i.e.whatwillitchangeaboutthebusinessmodel/product).3.Theassociatedraftsamarketresearchproposaldetailingthetwomethodstheywillemploytoanswerthequestionsdetailedbytheorganization.Iftheproposalinvolvesprimaryresearchitwillincludesuggestedintervieworsurveyquestions.4.Theassociatecompletestheresearch,andconductspreliminaryanalysisoftheresults.5.Theassociatedeliversafinaldraftoutliningtheresearchundertaken,theirpreliminaryanalysisoftheresults,andrecommendationsfornextstepsincollectingfurthermarketintelligence.OrganizationPrerequisites
‐ Clearbusinessmodel,includinga30sec.pitch,thatcaneasilybeexplainedtothepublic‐ Marketresearchplandetailingthequestionstheorganizationwantstoanswer,andhowthose
answerswillimpacttheirbusinessplan‐ Inventoryofthemarketresearchconductedtodate