Beruflich Dokumente
Kultur Dokumente
female
68.1%
SAMPLE
internet survey male
15 - 60 31.9%
all races 22-35
36-45
10%
all genders 13.8%
above 46
16.2%
17-21
160 respondents 60%
RESEARCH
key findings
1
high awareness
level
88.1%
RESEARCH
key findings
3
advocating
community
positive online
coverage
RESEARCH
past campaigns
1 2
PROBLEM STATEMENT
TARGET AUDIENCE profile
1 2 3
rebuild the lives of secure 11,000
deepen brand affinity ex-offenders and their registrations for YRP run
families
SOCIAL MEDIA OBJECTIVES
KEY INSIGHTS
A little apprehensive
at the start
May be uneasy
at first
Hesitant at first
KEY INSIGHTS
FEAR
KEY INSIGHTS
BIG IDEA
“building bridges”
Making connections and allowing the public to realise the power
they have in helping ex-offenders reintegrate into society.
BIG IDEA
“building bridges”
How did we get here?
BIG IDEA
“building bridges”
The Problem
There is a high awareness level but a lack of action & initiative from the public.
The Solution
Realise that taking action to make a difference is not hard.
Small actions can open up big windows of opportunities.
CREATIVE DIRECTION
MESSAGE STRATEGY
AWARENESS TOUCHPOINTS
Microsite
Art Installation
YouTube Ads
Interactive Outdoor Advertising
Sponsored Ads
Yellow Ribbon Events
Facebook and Instagram
Primary platform Secondary platform Directly targeting Secondary destination
primary audience
Post events Convey bite-size Content depository
PURPOSE info
Drive sign-ups
CHANNEL
STRATEGY
INTEGRATION MAP
Activation 1
Social Networking Sites
Microsite
Activation 2
YRP Website
Benny Se Teo
Founder of social enterprise, 18 Chefs
Real life experience working with ex-offenders
Ex-offender
Sharing expertise
INFLUENCER STRATEGY
Irene Ang
Business woman, CEO of FLY Entertainment
Personal connection - parents were addicts
30.2k followers on Instagram
32.2k followers on Twitter
INFLUENCER STRATEGY
Noah Yap
An ex-offender
#SayNOwithFLY campaign
123k followers on Instagram
39k likes and followers on Facebook
179k followers on Twitter
INFLUENCER STRATEGY
Milah
Founder of Plus Point - a community of dancers
Hip-Hop Dance Group for troubled teens
An ex-offender
Mother of seven
INFLUENCER STRATEGY
Sandra Riley Tang
Fitness advocate
90.3k followers on Instagram
5,838 followers on Twitter
4,249 followers on Facebook
INFLUENCER STRATEGY
Traffic Driving Acquisition
● SEO/SEM ● Pledges
Inform
conversations
Connect
continuing interactions
Convert
content
HERO
Y
EG
AT key messages of campaign
TR
hashtag
testimonials
TS
created content
EN
HUB HELP
#MotivationalMonday Event Recaps
Inspirational quotes CONTENT Video highlights
Feature stories BUCKETS Photo albums
Volunteers’ sharings
Live streaming
Curated content
Off-hours 3 PM
PAID STRATEGY
TIMELINE STRATEG BUDGET
Awareness campaign 6 weeks Y CPC $110 daily
Building bridges March - April $1.70 $4,620 total
Ad
6 posts
Strategy
social media
Ad
7 posts
Strategy
SPONSORS
TOP 3 proposed
from our survey responses: Corporate Social Responsibility:
MICROSITE
MICROSITE
TEASER
1 - 30
TEASER
INTERACTIVE
OUTDOOR ADVERTISING
First week of May, 2019
ACTIVATION #1
Interactive Outdoor Advertising
ACTIVATION #1
Interactive Outdoor Advertising
Attention Grabber:
Encourage participation with
the ad by giving people an
incentive*.
What?
In conjunction with the YRP’s
art exhibition, there will be an
addition of showcase - the 4
bridges.
ACTIVATION #2
Art Exhibition
Call to action:
Drop in their business cards if they
are willing to hire ex-offenders.
This provides YRP with a database
for referral.
ACTIVATION #2
Art Exhibition
What?
A t-shirt designing contest
ACTIVATION #2
Art Exhibition
Who?
Tertiary institutions
Public (open)
ACTIVATION #2
Art Exhibition
When?
Start date: 1 Mar 2019
Submission date: 1 July 2019
Shortlisting date: 7 July 2019
Voting period: 1 Aug 2019
Announcement: 15 Aug 2019
ACTIVATION #2
Art Exhibition
Call to action:
Public will vote for YRPR’s
theme for 2019 via Facebook
Poll on YRP’s Facebook
Page.
ACTIVATION #2
Art Exhibition
What?
Created by ex-offenders for the
members of the public
Consist of mainly feature
stories by ex-offenders and
A short write up about the
even personal letters by current production of the magazine.
inmates.
ACTIVATION #2
Art Exhibition
Call to action:
Scan the QR code to
retrieve an online copy of
the magazine (microsite) A short write up about the
production of the magazine.
ACTIVATION #2
Art Exhibition
What?
Drawings/ letters from kids
in response to “how would
you treat an ex-offender?”
ACTIVATION #2
Art Exhibition
Why?
Elicit emotional reaction
from the public, aims to
spark realisation
SPOKEN WORD SERIES
Month of June to July, 2019
SPOKEN WORD
What?
A heartfelt video from
ex-offenders, sharing their
genuine feelings, thoughts
and experiences
SPOKEN WORD
Why?
Aims to give them a voice,
and to spark conversations
and realisation amongst the
public.
SPOKEN WORD
How?
A group of ex-offenders will
come together and craft a
piece of poetry. A series will
be produced in accordance
to our 4 bridges.
SPOKEN WORD
IG & FB:
Sponsored Ad
Social Media Post
Bring-A-Friend Initiative
Incentive:
Limited to first 1,100 save 15%/ pax
registrations free adidas tee
unique link on
Target audience:
microsite, driven by
Young adults
IG & FB
YELLOW RIBBON
PRISON RUN
Influencers On Ground
Why her?
1. Huge fan base
2. Suitable for environment
3. Advocates for good cause
4. In line with Nike, if we are engaging the brand
Why them?
1. Creates connection with target
audience
2. Personal experiences
YELLOW RIBBON
PRISON RUN
SUCCESS TRACKING activations
Microsite
Sign-ups: 11,000
Bring-A-Friend Initiative: 1,100 registrations
SUCCESS TRACKING activations
Social Media Posts
Impressions: 1000
CTR: 2%
Positive Sentiments: 98%*
*Tracked by digimind.com
SUCCESS TRACKING activations
#BuildingBridgesYRP
#RunforYRP
5000 Hashtags across all social media platforms
SUCCESS TRACKING
*Tracked by digimind.com
SUCCESS TRACKING
*Tracked by digimind.com
SUCCESS TRACKING
Followers: + 1500
Likes: +1000
Comments: 200
CTR: 2.5%
Shares: 500
SUCCESS TRACKING
CTR: 2%
Impressions: 2000
Ave. CPC: $1-2
Conversions: 3.7%
BUDGET
Total $30,000
ACTIVATION BUDGET
Activations Budget Cost
Total $38,135.80
TOTAL BUDGET
Total Budget Cost
Total $68,135.80
Total budget:
$68,135.80
Corporate Social Responsibility
Brand/ CSR Activity Rationale
Personality
CapitaLand To use Raffles City for YRP’s Art The CapitaLand Hope Foundation is a philanthropic
Exhibition arm founded in 2005. Their goal of ‘Building People.
Building Communities’ ties in well with Building
Bridges.
Adidas or FREE tees for Yellow Ribbon Adidas was Yellow Ribbon Run 2018’s official sponsor.
Nike Run (Bring a Friend Initiative) Nike is into CSR.
Noah Yap Social media engagement Popular influencer whose experience can elicit
personal connection with audience.
Benny Se Social media engagement An ex-offender who inspired others with his business,
Teo 18 Chefs, by employing ex-offenders.
LiHO Drink Redemption for Chevron Conveniently located near Chevron House. A sponsor
House Ad of many campaigns.
OVERALL TIMELINE
Heavily packed in the first half of the
campaign period.
Aims to create buzz and anticipation for
the annual Yellow Ribbon Prison Run.
IMPLEMENTATION
TIMELINE
IMPLEMENTATION
TIMELINE
IMPLEMENTATION
TIMELINE
Thank you!