#IWantAWorld Social Campaign

Mike Miller April 2014

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Summary

To successfully launch the #IWantAWorld campaign across the state of Massachusetts.

Increase awareness for sexual abuse and domestic assault within the LGBQ/T community.

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Target Audiences

LGBQ/T Community

JDI Members

Donor and Partner Organizations

Victims and Survivors

MA Population

Media Outlets

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Campaign Overview

Soft Launch Campaign Launch On-Campus Launch

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Campaign Timeline

PRE-LAUNCH MAY 1 – JUNE 6

SOFT LAUNCH JUNE 6 – 24

CAMPAIGN LAUNCH JUNE 24 – SEPT 15

ON-CAMPUS LAUNCH SEPT 15 – NOV 26

SUSTAINED IWAW CAMPAIGN 18 – 24 MONTHS

Soft Launch

JUNE 6 – 24

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Soft Launch Event (JUNE 6)

Hosted by JDI leadership

Exclusively for JDI Members

In person or virtual event

Purpose of event §  Explanation of campaign goals and initiatives

§ Describe and distribute media toolkit

Invitations sent via e-mail §  Explain campaign in brief

§ Describe benefits, purpose of internal launch event

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Soft Launch Partners: JDI Members

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Soft Launch Platforms: Micro-site

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Marketing Toolkit

Outline campaign standards §  Expected contribution

§ Outreach templates

§ Gay Pride Week parade info

Standard design assets §  Printable/downloadable logo

§  PDF functional as poster

§  Event invitations, drive to site for more details

Template (for outreach of JDI Members) §  E-mails/invitations for outreach to business partners

§  Social media guidelines

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Needs: Prior to Soft Launch

Live, functional micro-site

Marketing Toolkit

Create content calendar

Create social platforms

Public relations §  Event publicity based press releases

§ Media outreach via existing social presence and e-mail

§  Event invitations, drive to site for more details

Outreach, invitations to JDI Members

Campaign Launch

JUNE 24 – SEPT 15

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Campaign Launch Event (JUNE 24)

Public event to be hosted by JDI leadership § One Financial Center

§  5:30-7:30pm

Possible Speakers § Carl Scoritino, Kate Clinton, Jujubee, Mayor Walsh

Utilize videographer and photo booth §  Explain campaign in brief

§ Describe purpose of event

Giveaways tbd

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Campaign Launch Partners: Local Businesses, Sponsors & General Public Local Businesses, Government Associations

§  Educational outreach

–  Ex: Boston Police Department (LGBT liaison Javier Pagan)

–  Ex: Mayor’s Office (LGBT champion Mayor Walsh))

Potential LGBT Friendly Sponsors §  Sam Adams, Chipotle

–  LGBT ties

§  Faneuil Hall Marketplace

–  Partners with BostonPride.org and Boston LGBT Film Festival

§  Boston Spirit Magazine

MA Population

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Campaign Launch Platforms: Facebook, Twitter

#Iwantaworld

#Iwantaworld

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Minimum 2 posts every weekday during peak hours §  Peak hours include 7-9am, 12-1pm, 5-7pm

§  For all platforms running during launch phase

Use publishing calendar and posts regular updates via HootSuite

Frequently monitor social platforms daily

Leverage content across all social media platforms based on: § Hard facts and statistics (upbeat and education tone)

§  Strong, arresting visuals (pictures, videos, etc.)

§  Engaging, interactive storytelling techniques

Publishing Strategy

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Social Platform Musts

Engage the population at large §  For regional campaigns, focus on territory covered

§  Focus on LGBQ/T communities specifically

Important to be active across multiple platforms § Drive users to an educational, accessible micro-site

§ Utilize #hastags to increase engagement

§  Incorporate hard facts and stories

Use ‘Call to Actions’ for higher engagement

Useability, and simplicity is key

Incorporate strong, attractive visuals

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Social CTAs need to be direct and concise Facebook examples

§  Post: “#IWAW where love is unconditional. What kind of world do you want?”

§  Share: “Ayanna Pressley opened up about being strong and overcoming sexual & domestic violence. If you were moved by her words, share it with others!”

§  Like: (Photo of someone holding a sign ‘#IWAW…’) Like if you agree and want a world like that is full of hope.

Twitter examples §  Tweet: “#Iwantaworld where happiness is everywhere.” #happiness #endSA

#endDV

§ Retweet: “RT #IWAW where everyone is fearless @mikethatmiller

§ Community Empowerment Tweet: “Boston is a resilient city. #BostonStrong.”

§  Favorite: “#Iwantaworld where people are free to be themselves. #Boston.”

Calls To Action

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Incorporate #Iwantaworld hashtag across all social platforms

Key hashtags §  #IWAW, #sexualassault, #domesticviolence, #awareness, #nonprofit, #LGBQT,

#Boston, #JDI, #endSA, #endDV, #campaign, #gaypridemonth

Creatively incorporate social media holidays §  #tbt, #flashbackfriday, #sundayfunday, #transformationtuesday

#wednesdaywisdom #selfiesunday #nationalphotographymonth

#Hashtags

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Monitoring: Unfollowers and Iconosquare

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Needs: Prior to Campaign Launch

Socially integrated, functional micro-site

Live social platforms §  Twitter

§  Facebook

Press relations §  Press releases campaign based

§ Media outreach with campaign information, interviews

Begin outreach to on-campus leaders

On-Campus Launch

SEPT 15 – NOV 26

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On-Campus Launch Event (SEPTEMBER 15)

Primary event(s) hosted by JDI leadership virtually or in Boston §  Soft Launch: bring in student group leaders

§ Hard Launches: second official event that is youth focused

Secondary event(s) hosted events hosted by student groups § With JDI leadership assistance and resources

§  For fundraising, awareness or engagement

Create, distribute “Student Marketing Toolkit”

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On-Campus Launch Partners: MA Colleges & Universities Amherst

§ University of Massachusetts

–  Top 25 Gay-Friendly Campus

Boston §  Emerson College

–  Active BGLTQ Groups

Cambridge § Harvard University

–  Office of BGLTQ (Van Bailey)

Springfield §  Springfield College

–  Pride Alliance, SAVE Group

Boston

Amherst Cambridge

Springfield

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On-Campus Outreach

Events § On college campuses

§ Downtown Boston

–  Instagram Launch Party

§  Virtual events, webinars

Invigorate student body §  Volunteers

§  Advocates

Utilize corporate sponsors

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On-Campus Launch Platforms: Instagram

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Needs prior to On-Campus Launch

Maintained online platforms § Micro-site

§  Twitter

§  Facebook

Launch Instagram account

Public relations § On-Campus based

§  Press release for colleges, Instagram launch

Thank You!

Appendix

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Like-Minded National Campaigns Active across multiple social

media platforms

Get participants involved through #hashtagging

Asks participants to pledge, interact firsthand

Online presence is highly visual and story focused

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Like-Minded Regional Campaigns

Microsites help users to report violence, through hotlines, and to discover events, donate or contribute

Red Flag used a‘Bystander Intervention’and ‘See Something, Do Something’ strategy

Anti-Violence Project empowers LGBQT communities to end violence through education and advocacy