Integrated Marketing Campaign

Center for the human rights

of Children

Confront the UnknownCecelia Anderson Marissa Ciko Rachel Golembiewski Jimmy Kurzawa David Smick

TABLE OF CONTENTS

Executive SummaryTarget Market ProfileMarket ResearchSituation AnalysisConsumer AnalysisEnvironmental AnalysisOpportunity AnalysisIMC ObjectivesCreative Brief

IMC Deliverables Print AD Phone AD VideoSocial Media PlanMedia Plan and Budget

345677788

910111213

Executive SummaryTarget Market ProfileMarket ResearchSituation AnalysisConsumer AnalysisEnvironmental AnalysisOpportunity AnalysisIMC ObjectivesCreative Brief

IMC Deliverables Print AD Phone AD VideoSocial Media PlanMedia Plan and Budget

345677788

910111213

Executive Summary CHRC’s Business Model

The Center for the Human Right’s of Children represents, stimulates, and co-ordinates efforts to understand, protect, and apply the human rights of chil-dren. The CHRC focuses on three main outlets: child trafficking and exploita-tion, the impact on environmental toxins on children’s health, and children and youth navigating systems alone. It is the goal of the CHRC to raise awareness on these issues through education about the rights of children and how these rights are being exploiied.

Key Marketing Challenges

The main challenge is a lack of knowledge and awareness on the issue of child migration. Another challenge is the misconceptions that the general public has about migrants and trying to change those views. Lastly, a challenge is provoking a response from the target audience about a subject that does not directly involve them or affect them.

Target Market

Our target market is 18-25 year old college students and young professionals who are open to education and learning about social justice issues.

IMC Strategy Objectives

The purpose of our campaign is to educate and bring awareness to the issue of child migration and the may these migrants are treated. Our first objective is to obtain a Klout score of 35 or higher by the second month of the campaign. Secondly, gain 300+ likes on the social media platforms Twitter and Facebook. Thirdly, we would like to increase the CHRC’s website visits by 15%.

Statement of Deliverables The CHRC creative team has created two different advertisements to bring awareness to the issue. One, a bus ad, and the other, a mobile pop-up ad, feature simple facts about child migration that will stand out to consumers. Each advertisement features the tagline “Confront the unknown”, CHRC’s Twit-ter handle, and hash tags that function as a call to action. Our final deliverable will be a video that contrasts the lives of child migrants and those in our target audience. This video will create an emotional connection for our audience and encourage advocacy and activism.

Measurable Evaluation Methods

The CHRC would be able to see the success of the campaign by monitoring so-cial media page visits and interactions as well as monitoring the visits to there official website to see if there is an increase. 3

TARGET MARKET PROFILE

Our target audience is 18-25 year old college students and young profession-als who are open to education and learning about social justice issues. Millen-nials are America’s largest and most diverse population to date with over 100 million people. This group also exhibits similar values to the Baby Boomers. They are very pro-social, environmentally conscious, and well educated. The group has also gone through a massive shift in technology from traditional forms to digital in a very short time. Over 95% of the target audience also has at least one social media account.

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MARKET RESEARCHTo get a little more insight into our target market, we conducted a survey where we asked simple and broad questions about child migration and social justice. From the 60 people that responded to it, very few knew anything about the issue. While these people are not educated about this issue, they are open to learning more, and feel like others should be aware of the matter at hand.

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S

W

T

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-Ability to influence policy-Work can be done through volunteerism -Department has a committed staff/volunteers-Defuses misinformation/misconceptions of general public-Apart of a large university that promotes social justice with an enrollment of 15,902 (2013)

-Funding-Difficult topic for general public to deal with-Lack of awareness-Small number of individuals in the field -Misinformation/misconceptions of general public-Limited marketing efforts-Online presence is focused on other campaigns

-Promote Volunteerism-Promote Advocacy -Spread awareness-Create partnerships-Generate more online presence

-Economic Downturns-Losing funding sources-Weak impact

SITUATION ANALYSIS

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Consumer Analysis:

Center for the Human Rights of Children’s campaign is aimed toward 18-25 year old college students and young professionals who are open to education and learning about social justice issues. This target audience is apart of the America’s largest and most diverse population to date with over 100 million people. This group also exhibits similar values to the Baby Boomers. They are very pro-social, environmentally con-scious, and well educated. The group has also gone through a massive shift in tech-nology from traditional forms to digital in a very short time. Over 95% of the target audience also has at least one social media account.

Environmental Analysis:

The Center for the Human Rights of Children is located in the Edgewater area of Chi-cago, Illinois. It has a population of 43,566 people with a median age of 37.9 years old. In order to better serve our target audience, a larger online presence would greatly benefit the organization. This would also allow the organization to transcend the geographic limitations of being in the Chicagoland area and spread its mission that represents, coordinates, and stimulates efforts to understand, protect and apply the human rights of children nationally.

Opportunity Analysis:

The Center for the Human Rights of Children’s partnership opportunity would be from other organizations that are involved in the human rights of children.

National Immigrant Justice Center- NIJC provides direct legal services to and advocates for these populations through policy reform, impact litigation, and public education.

KIND- Kids in Need of Defense- KIND was founded by Angelina Jolie and the Microsoft Corporation to create a pro bono movement of law firms, corporations, nongovernmental organizations, universities and volunteers to provide quality and compassionate legal counsel to unaccompanied refugee and immigrant children in the United States.

The Young Center for Immigrant Children’s Rights- the Young Center is a part of the University of Chicago. It focuses its efforts around policy advocacy and works toward three specific reforms: creation of a framework for consideration of best interests in partnership with immigration authorities and non-governmental organizations, development of a blueprint for special court and asylum office dock-ets for released children, and development of a model for access to lawyers and Child Advocates at the immigration courts and asylum offices. Univision Communications, Inc.- they have a campaign called Estamos Con Los Niños and Los Niños de La Frontera, which has partnered with Save the Children to provides an opportunity for the public to donate money to nonprofit organizations that are providing humanitarian relief and assistance to children fleeing life-threat-ening violence and extreme hardship in Central America, and seeking refuge in the United States. Univision is also the largest media outlet for Hispanics in the United States.

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CREATIVE BRIEF Why are we advertising?To educate and bring awareness about the issue of the treatment of child migrants.

Who are we talking to?People ages 18-25 who are open to education and learning about social justice issues.

What do they currently think?I know little to none about the issue of child migration but feel that people should be educated more about social justice issues and I am open to learning more.

What would we like them to think?I would like to learn about the issue of child migration and to help spread awareness. Child migration is a serious issue that deserves more attention. The rights of these children should be protected and I am willing to learn more in hopes to improve there situation.

What is the single most persuasive idea we can convey?Awareness about child migration can help protect their human rights.

Why should they believe it?These children, coming mainly from Central America, are leaving extremely violent places, with Honduras and Guatemala being in the top ten most violent countries in the world. The number of migrants traveling to the U.S. has tripled over the past five years as children look to escape these dangerous countries. When these children reach the U.S. border, they are met by armed guards and then questioned by these guards without anyone to speak on there behalf. After leaving traumatic situations, these children are expected to answer personal questions that determine where they are sent next.

What is the tone or personality of the campaign?Informative and educational, but easily digestible.

Are there any creative guidelines or mandatories?Tagline, CHRC name, social media, hashtags, video, print ads

IMC OBJECTIVESThe purpose of our campaign is to educate and bring awareness to the issue of child migration and the may these migrants are treated. 1. Obtain a Klout score of 35 or higher by the second month of the campaign 2. Gain 300+ likes on the social media platforms Twitter and Facebook 3. Increase the CHRC’s website visits by 15% 4. Have video reach over 500 people within the first month

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BUS AD

Awareness is the first step, so with our campaign, we decided to create ad-vertiesments that generated knowledge and insight into the cause. We used questions that will spark interest in 18-25 year olds, which is the target mar-ket. With the print ad, we created a visually appealing bus advertisement that would capture the attention of onlookers. Along with the usuage of the Loyola symbol and the CHRC logo, we added in a fact about where these children are coming from and what they had to overcome. With each ad, the fact will be different, making sure that it’s unique and that someone is learning something new, which is where our tagline of “Confront the Unknown” comes in. By con-fronting the unknown, you will be able to “see” the issue, thus the hashtag, #iseeyou. There will always be a call to action at the end of every ad, directing people to the CHRC’s website. In order to generate an optimal reach, we will be placing them all over the Chicago bus stops, which will attain 9,000-17,000 views a day, increasing awareness.

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PHONE ADGoing along with our theme of awareness, and our target market, our next choice is a phone ad on an app, like Pandora. This is a pop-up ad, which can lead to click-throughs that link directly to the CHRC website. Like the bus ad, the app ads feature a fact about these children and what they have faced, along with the CHRC logo. This type of mobile ad can have a large amount of impressions on 18-25 year olds. Not only that, but when you sign up for a service like this, you have to leave your name, email ad-dress, and age, thus letting us specifically target our ideal audience.

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VIRAL VIDEO

The idea for the viral video came from a question: What are YOU afraid of? Since this is a Human Rights campaign for children, and everyone loves cute kids, why not ask them their fears? In a compare and contrast video, we ask kids in Amer-ica versus survivors of the journey to America, five simple questions: What do you first think of when you wake up, where do you go to school, do your parents work, what are you afraid of, and have you faced your fears? The first three ques-tions lead up to the main eye-opening question of “What are you afraid of?” with a follow-up of “Have you faced your fears?”. With a simple yes or no answer, it can be powerful when matched up with our tagline of Confront the Unknown. After the scene with the tagline ends, there will be a call-to-action with the CHRC’s website and the hashtag #iseeyou to raise awareness and build a following. With the in-tent to go viral, it will reach a multitude of people, but mainly our target market of 18-25 year olds, as they are predominantely on YouTube and other facets of the Internet.

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SOCIAL MEDIA

Instagram

Since the CHRC does not currently have a strong social media presence, we thought the best opportunity to get exposure would be to partner with someone who already has a large following. National Geographic has over 15 million followers on instagram and often posts about social justice and human rights issues. National Geographic would assign a photographer to capture the issue of child migrants. On the post, they would written a cap-tion about the issue and then use our hashtags along with a link to the CHRC’s website and Facebook.

Twitter

The @CHRCLoyola Twitter will be used to tweet out links to our videos, rela-tive news articles, testimonials, pictures, and events that will further pro-mote awareness among our target market. We will inspire our target market to tweet #iseeyou to show that we have reached our goal. Facebook

The Center of Human Rights Facebook page will allow viewers to become engaged in everyday awareness and future hashtags to be released with dif-ferent campaigns. This will be interactive for our target market to help CHRC speak out about their current involvement with the issue and this could ultimately raise awareness for other issues that we are currently facing in society.

Youtube Youtube will be our opportunity to debut our video with the intent to go vi-ral. Along with our original video, there will be additional testimonials involv-ing children that survived the journey. By airing these videos, it will tie into our target market and our tagline.

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MEDIA PLAN AND BUDGET

ADVERTISEMNTS June July August September October November

BUS

PHONE

VIDEO

SOCIAL MEDIA

TOTAL: $48,000 TOTAL: $2,000 TOTAL: $50,000 TOTAL: $0

The idea of the media budget is this: here is what $100,000 can get you, and you, as the client, can build upon it, depending on how much you want to spend. This me-dia budget is completely flexible to what you want to do with it. If you want to spend $1,000,000, it is easily calculated, all because we have figured out the main costs to be the even $100,000. The $48,000 includes 20 bus shelter advertisements at $600 a piece, for each four-week period. Since we want to run the ad during peak summer and tourist months to garner the most traffic, we picked June-September, which is shown in the table above. With the Pandora/Phone advertisement, $2,000 will get you 2,670,000 online impressions, which is a large outreach. This ad will come out along with the bus advertisement, complimenting each other and creating a basis for the future video. We wanted to bring out the video a month later, mainly so that there is some portion of the target market aware of the cause. With production and the cost of in-screen YouTube advertisements, it brings the video to a total of $50,000. Lastly, social media is free to use, thus the cost of zero. Social media presence should be con-stant, which is also why it is going along with the bus and phone ad. It will serve as a sounding board for people to voice their opinions, confront the unknown, and promote awareness.

TOTAL:$100,000

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EVALUATION METHODS

Because the overall success of the campaign will be measured through social media, we will be keeping an active voice on all of the platforms. All of these methods are ways to generate a larger following on social media, with trending hashtags and discussion.

KLOUT

This is a tool that is used to measure how influential your social media is and how many people you reach. It comes down to a score, and depending on how well the platform is do-ing, it could start at a 30, or start at a 15. We want to have a Klout score of 35 by the end of the second month of the campaign, all because we are trying to make it go viral. A score of 35 is an above average score, showing that we have created awareness and are continuing to do so.

LIKES

By gaining 300+ likes on platforms like Facebook and Twitter, it will show that our adver-tisements are paying off - that people are becoming aware of the issue. If they like the page, chances are that they care about it as well. This is just a stepping stone to getting larger amounts of followers.

WEBSITE

With our advertisements, we have call-to-actions on each one, directing viewers to the webiste to find out more information. By having visits increase by 15%, it means that poeple are either clicking-through our ads on Pandora, visiting because of the bus stop, or clicking to find out more information after the video.

VIDEO

We want to get at least 500 views on the video within the first month of its launch because we do intend for it to go viral. By measuring the views and possible shares of the video, we will know how it’s spreading. Also, by monitoring the integrated hashtag #iseeyou, we will be able to track how many people are talking about it.

Our hashtag is an integral part of tracking progress, as it will show us the buzz that we have created around the campaign and see if we have accomplished our goal of awareness.

#iseeyou