Updated Marketing Plans 6/27/08

 

 

TABLE OF CONTENTS

I: Statement of Project Purpose

II: Marketing Objectives

III: Marketing Plans

IV: Marketing Strategies

V: Marketing Tactics in Progress

Vi: Timeline

 

I: STATEMENT OF PURPOSE

 

To develop short and long-term social marketing strategies for Globalhood and its pilot program Global Potential.  The strategies will aim to market to and identify Globalhood and Global Potential’s current and prospective stakeholders using the Social Networking Site (SNS) Facebook and interrelated social media platforms and technologies.

 

II: MARKETING OBJECTIVES

·         To create a SNS platform that both promotes Globalhood, Global Potential and creates a dialogue around social issues affecting involved youth populations

o        Social Marketing aspect:

§         To potential funding sources

§         To eventual alumni community

·         To get current and potential offline stakeholders involved in Global Potential online and involved in Social Networking

·         To grow Globahood and Global Potential community

o        Youth population

o        Alumni of the Youth Population

o        Adults interested in social change and active in Facebook

·         To sustain Global Potential

o        Support future trips

o        Increase student involvement and interest in Global Potential trips and socio-economic empowerment

o        Facilitate adaption of program to new countries

·         To gain funding from new resources to grow the project

o        New foundations

o        Active adults interested in social change

o        Sponsorship from brands that have the same values

III: MARKETING PLAN

 

Short Term:

o        Provide a blueprint on how to leverage Facebook to build relationships online

o        Set Global Potential up with the necessary tools to broaden audience base and potentially increase revenue streams (ie: Facebook Page, You Tube Channel, Flickr Account, Twitter)

o        Activate the youth population and Global Potential staff to work online with SNS software for the Global Potential project and to develop an active alumni team of past participants

o        Integrate Social Marketing with Social Media projects (where applicable) into Facebook project

 

Long Term:

o        Market to foundations, potential investors and brand investors

o        Build a network on SNS platforms of partnerships, including existing NGO partners and other in-country organizations, socially conscious people to contribute financially and as project advocates

o        To retain alumni and integrate them into the social networking growth

 

IV: MARKETING STRATEGIES

• Identify constituent management software, such as Convio,to manage the list of contributing partners and get them integrated into the Global Potential SNS
• Crossover linkage and integration with multiple Social Networking Sites
• MySpace integration – cross platform posting, linking, etc.
• YouTube integration – cross platform posting, linking, etc.

• Create a SNS club at the target high school and upcoming high schools
  • Getting the Youth population interested in SNS
  • Getting the Youth population access to technology
• Get involved in Non-Profit Technology Network
• Integrating Twitter into SNS and Cell Phone as a Marketing tool
  • Twittering (via cell phone or via Facebook) the status of the project to the Global Potential community messages will be sent to cell phones hooked up to the Global Potential Twitter Feed
  • Twittering to/from site (Dominican Republic) (via cell phone or via Facebook) to the Global Potential community (if available) messages will be sent to cell phones hooked up to the Global Potential Twitter Feed
  • Twittering (via cell phone or via Facebook) fundraising events to the Global Potential community messages will be sent to cell phones hooked up to the Global Potential Twitter Feed
• Blog or Message Board editorial writing (staff required and tracking software)
  • News updates
  • Tracking views (on page or other people’s pages), history, personal information – to identify new targets
  • Video messaging
  • Photography

 

VI: PROJECT IMPLEMENTATION TIMELINE

 

Week of June 23-June 29

·         Meet with Globalhood to review Facebook Project Plan

Week of June 30-July 6

·         Finalize Plans with Globalhood

·         Document Student Presentations (6:30p Monday 6/30, Brooklyn)

·         Present Final Plan to class

·         Get classmates to organize workshop for students upon returning from the DR

o        Second Life tutorial

o        Facebook tutorial

o        Any additional technology tutorials

·         Get classmates invited to create Facebook pages for their avatars

o        Will eventually link into Globalhood Facebook Application/page

·         Research additional technology concerns

·         Group meeting on Tuesday 7/1 at 9 p.m.

·         Access from Globalhood materials to begin application set up

o        Email accounts, existing SNS accounts

o        Stock photos, logos

o        Global Vote point person

o        Zoho database for Globalhood

Week of July 7-July 13

·         Open accounts necessary and begin design phase

 

Week of July 14-July 20

tbd

 

Week of July 21-July 27

tbd

 

Week of July 28-August 3

Tbd

(Next steps not calendared yet)

·         Identify and engage Facebook groups with connections to mission of Globalhood and Global Potential

Identify and cross-collaborate with other SOMA projects to integrate into Facebook Project