DO GOOD CHALLENGE COMMUNICATIONS ACTION PLAN

Last Updated: December 7, 2017

Introduction and Background

The Do Good Challenge is an annual, campus-wide competition that inspires students
to pursue fearless ideas, spark innovative solutions, and create social impact for today's
most pressing problems. Throughout the year, the Challenge supports, funds and
recognizes multidisciplinary teams of students seeking to address pressing social
issues through the development and implementation of social impact initiatives,
projects, programs or ventures. Students from across campus spend the academic year
advocating, fundraising, volunteering, supporting, and developing solutions for the
social issues they care about.

The Challenge culminates in a Finals event on May 1, where six teams pitch their
project or venture and the impact they've made for the chance to win a share of more
than $20,000.

Goals
 Increase recognition of Do Good as a campus value at the University of Maryland
and in surrounding communities
 Highlight DGI’s role as a campus-wide partner and stimulate interest from
campus and external audiences to become more involved in Do Good
 Strengthen relationship with Do Good Institute partners and collaborators
 Influence media who cover education, students, social innovation/impact,
nonprofits and the local College Park community to invest in a story about UMD’s
Do Good Campus and student’s investment in creating social impact.

Finals Event Overview

For the finals event on May 1, we will have a VIP Reception, Showcase of Challenge
teams and the finals pitch competition. Invitations will be distributed to a mix of VIPs,
elected officials, corporations, nonprofits, foundations, funders, Do Good students and
alumni, UMD staff, Do Good Council, individual donors, and volunteers, with an
attendance goal of 120 people for the Reception and 600-700 people for the Showcase
and Finals event.

Roles & Responsibilities

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  Katlin Meissinger: Challenge Project Manager. Delegates tasks to members of
Challenge team, works out the small details involved with Challenge to ensure a
smooth competition, creates the calendar, and works with the budget.
 Kaitlin Ahmad: Manager of Challenge Communications. Delegates tasks to
Diana, edits and approves emails, communicates with partners, and organizes
any communications and event logistics related needs
 Rebecca Hiemstra:
 Ayesha Tahir:
 Diana Budman: Communications Intern. Draft and schedule social media posts,
draft, design and schedule Do Good Now newsletters for edits and approval,
design collateral and promotion materials, and complete miscellaneous tasks as
assigned.

Strategy
The communications team will take a multi-tiered approach to ensure a successful
Challenge period and Finals event. This communications action plan will serve as a tool
to advance promotion of the Challenge, spark conversation surrounding social impact
projects and ventures, and increase visibility for Do Good and student teams. In addition
to on campus and digital marketing activities, the communications will focus time on
storytelling to external audiences. Given the timing of the Challenge Finals (late
afternoons are challenging for broadcast and press on deadline), we suggest offering
media advance opportunities to interview DGI leadership and finalist teams.

Below is our proposed week-by-week communications action plan:

Action Plan

Week Of Communications Activities

November 13 Email
(24 Weeks Out)  Do Good Now: Challenge registration opening soon and
mini-grant application reminder email sent to UMD students
via MailChimp
Social Media
 Twitter post about mini-grant applications and registration
opening
November 20 Social Media
(23 Weeks Out)  Facebook and Twitter posts about mini-grant deadline
November 27 Social Media
(22 Weeks Out)  Facebook and Twitter posts about mini-grant deadline
 Facebook and Twitter posts about Challenge registration
opening
December 4 Email
(21 Weeks Out)  Personal emails to Mini-Grant recipients announcing grant
Social Media
 Facebook and Twitter posts about Challenge registration

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 open
 Facebook and Twitter posts highlighting Do Good mini-
grant recipients
Social Media Management
 Draft and schedule Tweets and Facebook posts for the
month of December (will add to when we come across new
content)
December 11 Email
(20 Weeks Out)  Do Good Now: Challenge registration now open, Challenge
alumni spotlight, and announce/highlight mini-grant
recipients email sent to UMD students via MailChimp
Web
 Feature story highlighting select Do Good mini-grant
recipients
Social Media
 Facebook and Twitter: Good luck on final exams from DGI
 Facebook and Twitter: Highlight mini-grant recipients
Social Media Management
 Begin planning logistics of DGI Instagram account (theme,
content guidelines/rules, establish language, determine
target audience)
 Draft all Tweets and Facebook posts for the month of
January (will add to when come across new content)
December 18 Email
(19 Weeks Out)  Do Good Now: Congratulations on finishing finals, have a
safe winter break, recommendations of how to stay
involved with Do Good Project over break email sent to
UMD students via MailChimp
Social Media
 Twitter and Facebook post: Have a safe winter break from
DGI
 Facebook and Twitter: Highlight mini-grant recipient
December 25
(18 Weeks Out)
January 1 Social Media
(17 Weeks Out)  Facebook and Twitter post: “New Year, New Do Good
Project!” encouraging social impact involvement over winter
break
On Campus Marketing
 Add Challenge Finals to UMD Calendar
January 8 Email
(16 Weeks Out)  Insider’s Look: Save the Date to all audiences
Social Media Management
 Draft Twitter and Facebook posts announcing launch of
Instagram page

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January 15 Social Media
(15 Weeks Out)  Facebook and Twitter: highlight mini-grant recipient
January 22 Social Media
(14 Weeks Out)  Facebook and Twitter posts to welcome back students
 Facebook and Twitter: preview next round of mini grants
opening
Social Media Management
 Begin to create a bank of images and promotions to use for
future Instagram posts
 Draft and schedule all Tweets and Facebook posts for the
month of February (will add to when come across new
content)
On Campus Marketing
 Prepare for in class visits to tell students about the
Challenge
 Schedule in class visits to present about Challenge
 Reach out to Greek life presidents to gauge interest for in-
chapter visits to present about challenge
January 29 Email
(13 Weeks Out)  Do Good Now: Challenge registration reminder, highlight
past challenge team and how they are continuing their
project today, alumni spotlight email sent to UMD students
via MailChimp
 Finalize VIP list
 Update general invite list
On Campus Marketing
 TBD: Plan logistics of Do Good Week- week promoting the
Do Good Challenge and doing good on UMD campus
(February 26th- March 4th)
 Prepare for, schedule in class visits
 Prepare for, schedule Greek life in-chapter visits

February 5 Social Media

(12 Weeks Out)  Official launch of Instagram page
 Facebook and Twitter posts promoting new Instagram page
 Instagram post to highlight what the Do Good Challenge is
and application
On Campus Marketing
 In class visits
 Greek life in-chapter visits
February 12 Email
(11 Weeks Out)  General: President Loh Finals Save the Date sent to VIP
list
Social Media Management
 Begin to create bank of Twitter and Facebook posts

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 promoting semi-finals
 Begin to create Canva images promoting the Challenge
and semi-finals for Instagram posts (Kaitlin approves
Instagram posts)
 TBD: Begin to create a bank of Twitter and Facebook posts
promoting Do Good Week (February 26th-March 4th)
On Campus Marketing
 TBD: Secure tables with STAMP for tabling during Do Good
Week
 In-class visits
 Greek life in-chapter visits
Collateral Development and Management
 Do Good Challenge T-shirts (redesign)
 TBD: Create flyers for Do Good Week
February 19 Email
(10 Weeks Out)  Do Good Now: Promote Do Good Week (TBD), application
deadline, and Mini-Grant round 2 in email to UMD students
via MailChimp
Social Media
 TBD: Post on Twitter, Facebook, and Instagram leading up
to Do Good Week “#DoGoodUMD, #UMDtransforms,
#DoGoodChallenge”
On Campus Marketing
 In class visits
 Greek life in-chapter visits
Collateral Development and Management
 TBD: Finalize flyers for Do Good Week
 Develop flyer (8.5x11 and palm card) for Finals event
 Order Do Good Challenge t-shirts for giveaways
February 26 Social Media
(9 Weeks Out)  Instagram story takeover with past challenge teams, Do
Good Ambassadors, and DGI staff
 Social media challenge: UMD post pictures of them doing
good, can win a Do Good Challenge t-shirt
Social Media Management
 Draft and schedule social posts for the month of March (will
add to when come across new content)
Web
 TBD: Draft Do Good Week recap story
On Campus Marketing
 Tabling/ campus events with DGI staff, DGI ambassadors,
and past challenge teams to promote doing good on
campus and the Challenge
 In class visits
 Greek life in-chapter visits

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March 5 Social Media
(8 Weeks Out)  TBD: Post pictures to social sharing success of Do Good
Week
 Twitter and Facebook posts about registration
Web
 Post story about Do Good Week
March 12 Email
(7 Weeks Out)  Do Good Now: Have a safe Spring Break,
recommendations of how to be involved with a Do Good
project/venture over break, important dates to keep in mind,
alumni spotlight email sent to UMD students via MailChimp
Social Media
 Twitter, Facebook, and Instagram posts for application
deadline
Social Media Management
 Create a bank of social posts for semi-finals

March 19 Email
(6 Weeks Out)  General list: You’re Invited! sent to UMD Students, Staff,
Partners, etc. announcing the Do Good Challenge Finals
via MailChimp
Social Media
 #DoGoodUMD giveaway on all social: Use the hashtag and
tell us why and how you do good for the chance to win free
swag!
Social Media Management
 Create a teaser trailer video to post on all social to excite
students, staff, partners, etc. about challenge

March 26 Social Media

(5 Weeks Out)  Twitter, Facebook, and Instagram posts for application
deadline
 Post trailer teaser videos on all social with caption “Do you
have a great idea for social impact?”
Social Media Management
 Prep images and description of the Challenge Finals to
send to partnering schools within the university for
promotion of Do Good Challenge Finals
 Draft and schedule all Tweets and Facebook posts for the
month of April (will add to when come across new content)

April 2 Email
(4 Weeks Out)  General List: judges announced!
Social Media
 Facebook, Instagram, and Twitter posts save the date for

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 Challenge Finals
 Feature Do Good Month activities
On Campus Marketing
 Send media toolkit to partners, campus communicators and
all schools/colleges (including TV graphic, social media
posts, one pager, language for newsletter inclusion,
promotional materials/flyers, etc.)
 Give flyers out promoting Challenge Finals in Do Good
Campus courses
Collateral Development and Management
 Draft Presidential briefing
 Finalize any collateral needs (signage, etc.)
Media
 Identify top local and regional journalists to engage with
 Draft media advisory for Finals event
April 9 Email
(3 Weeks Out)  Do Good Now: semi-finalists announced
Social Media
 Instagram story takeover with Semi-Finalist teams to
preview their project/venture to the public and Instagram
posts highlighting teams
 Facebook, Twitter, and Instagram posts promoting the
Challenge Finals
 Update posts on Instagram with the Semi-Finalist teams
On Campus Marketing
 Organize with STAMP to use a chalkboard in the main
entrance the week of April 23
Web
 Draft and post article on semi-finalists
Collateral Development and Management
 Draft finals program
 Develop powerpoint outline
 Draft run of show/talking points
 Finalize presidential briefing
 Order any additional signage/event collateral needs
April 16 Email:
(2 Weeks Out)  Do Good Now: Finalists announced, details for Finals
Social Media
 Cross-channel posts on finalists being selected
 Highlight Do Good Challenge partners on Instagram posts
 Instagram and Twitter posts reminding to Save the Date
Web
 Draft and post article on finalists
Media
 Send media advisory for finals event

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  Begin pitching finalists to media contacts

April 23 Email
(1 Weeks Out)  General: Join us next week! And, highlight the finalist teams
with profiles and include information on Do Good Challenge
Finals sent to UMD students, Staff, Partners, etc. via
MailChimp
Collateral Development and Management
 Draft flyers/social graphics featuring the finalist teams
promoting the Finals
 Finalize program and send to printer
Social Media
 Social media challenge encouraging students and partners
to post how and why they do good for the chance to win a
Challenge t-shirt
 Daily posts on Instagram to countdown days until the
challenge
On Campus Marketing
 Pass out one pager in STAMP and on Mckeldin Mall to
promote finals
 Do Good Wall in STAMP- use the chalkboard wall at the
entrance and have students write why they do good or how
they do good, with the chance to win free swag
 Resend media kit to schools/colleges with students in finals
Media
 Continue pitching finals event and finalists
 Resend media advisory
April 30 Email
(Day Before)  Individual Emails: Logistics for finalists
 General Email: Reminder for Event, logistics
 VIP email: event logistics, parking info, etc. for reception
Social Media
 Instagram live/story takeover of the Finalist teams with their
coaches
 Post on all social reminding Challenge tomorrow
Collateral Development and Management
 Finalize run of show/talking points
 Finalize program PowerPoint
May 1 Social Media
(Day Of)  Instagram live
 Tweet live updates
 Hold interviews with partners and judges
 Follow up with winning team for social quotes
Media
 Follow up with media targets, secure interviews and

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 attendance

May 2 Social Media

(Day After)  Post best pictures from event to social
 Post on social about winners
Web
 Recap story
May 7 Email
(Week After)  Do Good Now: congratulations to winners, event recap
 General: Highlight Challenge and the winning team sent to
UMD students, Staff, Partners, etc. via MailChimp
Collateral
 Send thank you notes to all partners and judges involved

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