FINAL PROJECT NONPROFIT Micro-campaign

Instruction

FINAL PROJECT: NONPROFIT Micro-campaign

Create a micro-social media campaign focused on supporting a nonprofit’s cause. A micro-campaign is a small, hyper-targeted promotion. To do this, you will research a local nonprofit and create social media posts that will fit their goals. Remember: each social media platform reaches different demographics!

Step one: Get to know your non-profit. You will do this by creating a creative brief:

Research your client to inform your creative brief. Model your creative brief after the attached PowerPoint slides and template. Your creative brief should be 1-2 pages and include the following headings: 

Client

Brand Statement

Project Background

Target Audience

Advertising Objective

Consumer Message

Key Consumer Benefit 

Support Statement

Tone 

Mandatory Elements

Step two: design your social media posts. An easy way to create a social media post is to use Canva. See link on iLearn for Canva tutorials. If you have any trouble with Canva, please contact me and we can go through a step-by-step tutorial. If you are familiar with any other design software and prefer to use it instead, that is perfectly fine.

Create and upload four social advertisements (two for Facebook and two for Instagram). The social ads should have the correct dimensions/copy for Facebook and Instagram. They should all be different and tailored to that platform. There are no specific instructions for your design, style, and information BUT they must support your non-profit’s goals. Your copy and images should be appropriate for each social media platform as well as be directed towards each SM platform’s target demographic… do your research!! And don’t forget to be creative!

Step three: write the copy. You will prepare to write the copy by answering the following questions about your non-profit. Upload a typed document with the answers to the questions. The answers should be thorough and paint a complete picture of your client’s needs. After you complete the document, write a line of copy for each of your social media posts. 

Who’s your ideal customer?

What are his/her hot buttons or primary concerns?

What keeps him/her awake at night, staring at the ceiling, dreading the day ahead?

How do you want this reader to feel as a result of reading this piece?

What do you want this reader to do as a result of reading this piece? (Have one focused call-to-action, not several)

What transformation do customers experience after buying your product/service? How will their lives, work or daily routine be different? (Paint a clear and compelling before-and-after scenario.)

Walk me through what happens after someone purchases your product/service, step by step.

What are common objections or sources of hesitation you’ve observed, that cause prospects to drag their feet or decide against your product/service?

Who else is selling something similar to this audience, and how?

What do you do better or differently from your competitors?

If your product/service isn’t different from your competitors’, what attributes can be stressed that haven’t been advertised or stressed by the competition?

What writing voice or tone best reflects your brand and customers? (Formal, casual, conversational, humorous, etc.)

**If you used any photographs in your social media posts, you have to have permission to use them. NO clip art. If your non-profit does not have any photos readily available, you will need to take them yourself.

Step four: write a proposal.  The proposal should be 4-5 pages double spaced broken down into the following headings: 

Research: What did you learn about your client from the creative brief, copywriting assignment, and individual research. Be thorough. Give a background on your company. Explain their current needs and goals you wish to accomplish through the micro-campaign. (1-2 pages)

Designs: Share the social media posts you created. Share why each element meets the client’s needs/goals based on your creative brief, copywriting assignment, and own research. Nothing should be done without a purpose so be sure to be able to explain all elements of your posts (not limited to photos/imagery, copy, colors chosen, and placement of elements). How did you choose your strategy? What demographics are you targeting and how did you achieve this goal? (1-2 Pages)

Summary of current and future recommendations: Based on your analysis of the non-profit, provide a summary of steps to take for future social media initiatives. Provide at least three recommendations you would suggest the non-profit to implement. (1-2 pages)

Must include a minimum of 10 sources for the proposal but will likely need more. Any claim made must be backed up by a source. Sources should be cited in APA format with a reference page attached. 

Step five: Upload your documents to iLearn. You will upload creative brief, copywriting questionnaire, four social media posts, and proposal. Due 10/4 at 11:59 PM