BOW & ARROW AGENCY
WVU Capstone Experience
To provide our clients with competitive insights, utilizing digital outlets and strategic planning to reach objectives of the organization.
Our Mission
Our Experience
What You’ve Asked Of Us
Objectives Create a digital and social communication
approach that CASAColumbia can implement to:
Raise awareness and reduce the stigma of addiction among
target audiences
Establish CASAColumbia as a reputable organization in its competitive set online
Insights
Focus Group 10 participants
Ages 18-22 Assess:
Preferred social media outlets Attitudes formed by CASAColumbia’s current
digital efforts Existing opinion on addiction as a disease Influence of credible sources on social media
Audience Insights General Consumer
Highly influenced by social media Trust credible or well-known sources Information Seekers
Healthcare Professionals Credible medical professionals with additional
celebrity status have a stronger social media following
“This looks like the stereotypical alcoholic that ends up homeless and begs for money on the side of
the street.”
Insights Current social media material
and website supports the stigma Photos Posts
Insights – The Competitive Set
Viral social media campaigns Non-Profit organizations in the competitive
set gain Recognition Following Credibility
Partnership of influence Credible Source Credible organization
Insights No sound voice already on
social media advocating addiction as a disease
Can be the first voice Not reinventing the wheel
Other similar organizations lack mass recognition
There is a demand for the information
No supply…until now
Strategies
Reach general consumers who, Are impressionable
information seekers Seek information
via social media Are valuable to
cause
Rebrand all digital media with the consistent message that: Addiction is a disease
that can be treated, prevented and cured
Eliminates the stigma Reinforce engagement
Strategy 1 Strategy 2
Strategic Considerations
Our plan is to establish a strong understanding and impression within the organization, before reaching out to the target audiences.
Gain access to other target audiences through the initial efforts of Increasing knowledge among the consumer Word of Mouth Domino Effect
Where do we start?
Tactics
Social Media Reform
“Prevent disease, fight addiction”
Start from scratch Develop material consistent with
message Eliminate material with negative
connotation Assimilate with medial culture
Positivity Concentrate on cure
Reinforcement and propagation of addiction as a curable disease
Social Media Reform
Progressive
Consistent
Positive
Motivational
Social Media Reform
Eliminate biased posting toward the marijuana user Developing legislation Change of landscape Automatically excluding large audience Medical use Alienation of donors, legislators, health
professionals and policy makers
Website Alignment Website language and photos must
remain consistent with social media efforts
Search engine optimization Social media postings will drive
website visits Consistency builds trust among the
consumer
Spread information To change consumer attitudes,
information must be made available to: Information seekers Impressionable users
Celebrity followers Loyal organization followers
Reach the audience via social media Establish a professional relationship with
a credible source Already has following Expand message Reach large audience, without waiting to
obtain recognition the source has Celebrity source more influential via social
media Online recognition will create organizational
recognition
Communications Objectives Assessment
1. Social media following facilitates the spread of information
2. All material observed and obtained by the user will advocate addiction as a disease, eliminating the stigma
3. Increased share-of-voice and engagement will follow reinforcement of online channels
4. Increased sharing of resources will result from increased interest and exposure to the cause
30 Day Increments 3 Phases
90 Day Kick Off Plan
Phase 1 – Digital Rebranding
PR Associate – Social Media Manager Direct full attention to social media
strategy implementation
Reformat material, delete existing material
Ensure compatibility of social media and website
Phase 2 – Establish Following
Establish professional relationship to reach audience
Gain exposure through referred social media posting
Emerge through social media channels endorsed by source with following
Well-known, credible
Celebrity Status
3.5 Million followers Supports cause
Phase 2 – Establish Following
Phase 3 – Implementation September 2014
25th year of National Recovery Month
Implement campaign with Dr. Oz Daily strategic posts reinforcing
attitudes Establish social media following
September 1“Webisode” issued by Dr. Oz via Youtube, posted through his Twitter
Announce National Recovery Month Call-to-action is following
CASAColumbia Influence users to follow Declare war on the stigma #NewStigma
Daily Posts CASAColumbia Twitter
4-6 Posts Daily Call-to-action to visit site Engage with the consumer Photo #NewStigma / #WhatsYours
promotion Dr. Oz Referral
Facebook posts will be limited 1-2 daily, however will remain consistent
with Twitter messages
Dr. Oz’s Involvement 15 Tweets in the month of
September 75% align CASAColumbia with National
Recovery month 25% promote #thestigma
3 Webisodes Kick-off Informational Conclusion
Measurement
Measurement Social Media Impact
Increase of followers Verified on Twitter Website hits Retweets and
favorites Facebook friends
Overall Communications Impact Attitude change
Consumer brand awareness
Media placements Social media campaign
recognition