Portfolio Libby Stauffer

Strategic Message Planner: This was a SMP about Crest 3D Whitestrips. I also included my draft of my magazine advertisement, where I was challenged to not include teeth in the ad.

Strategic Message Planner Product: Crest 3D Whitestrips 1. Advertising goal To promote Crest 3D Whitestips as an effective and inexpensive way to achieve dentist quality teeth whitening at home. 2. Client: Key Facts

● Crest is a product of Procter & Gamble Company, a company founded in 1837. ● Procter & Gamble sold 90 to 100 of its minor brands in order to focus on the 70-80 best-selling

brands, Crest being one of them. ● The main goal of Procter & Gamble is to improve the lives of its consumers through the use of

its products in different aspects of day-to-day life. ● Crest is a global company with a line of dental hygiene products, including toothpaste, rinses,

floss and whitening strips. ● Crest was established in 1955 and was recognized as effective against cavities by the American

Dental Association in 1960. ● Crest is the first toothpaste to secure the American Dental Association Seal of Acceptance. ● In 2001, Crest invented Crest Whitestrips and soon after was accepted by the American Dental

Association. ● Crest dominates the teeth whitening products, making up 80 percent of the market share.

3. Product: Key Features What is the product?

● Crest 3D Whitestrips are an at-home teeth whitening product. ● Classic Whitestrips were first introduced in 2001 by Crest. ● The product is a disposable plastic strip placed directly on the top and bottom teeth for 30

minutes to an hour. ● The strips contain an enamel safe whitening gel that is supposed to be effective on yellow and

stained teeth. ● Crest 3D Whitestrips provide a “comfortable at-home teeth whitening experience” unlike

professional teeth whitening. ● Crest 3D Whitestrips range from $19.00 to $99.99 depending on the type of Whitestrips, ● There are nine types of Crest 3D Whitestrips including ‘No Slip’, ‘Luxe’, Professional Effects’,

‘Glamourous’, ‘Monthly’, ‘1 Hour Express’, ‘Gentle Routine’, ‘Supreme Flexfit’ and ‘3D Whitestrips with Light’.

● The original Crest 3D Classic Whitestrips are priced at $39.99. ● Crest makes up 59 percent of all whitestrips market share.

What is the purpose of the product? ● The purpose of Crest 3D Whitestrips is to whiten yellow or stained teeth at home by applying the

product once a day for 30 minutes for just 10 days. ● The product was created to compete with professional teeth whitening services at the dentist's

office, but at an affordable price. ● White teeth are desirable to majority of Americans, with the total annual revenue in the teeth

whitening industry topped $11 billion at the beginning of 2015, with $1.4 billion spent on teeth whitening product.

What is the product made of?

● Crest 3D Whitestrips are made of the paste on the strips and the plastic strips. ● The paste on the strip is made of:

○ water - to prevent carbomer from dehydrating the teeth ○ glycerin - to help make the paste sticky so it will adhere to teeth ○ hydrogen peroxide - a whitening ingredient ○ carbomer - a gel agent ○ polyvinylpyrrolidone (PVP) - an adhesive polymer ○ PEG - humectant, acts to thicken gel, helps make gel sticky so it will adhere to teeth ○ acrylates copolymer - a thickening polymer, helps keep the strip in one piece during use ○ sodium hydroxide - to adjust pH to neutral ○ sodium saccharin - for taste

● The strips are made entirely of polyethylene, a common plastic. Who and what made the product?

● Crest created the concept of disposable, at-home teeth whitening in 2001 and was the first company to put whitestrips on the market.

● Crest 3D Whitestrips are the first and only whitestrips approved by the American Dental Association.

● Crest 3D Whitestrips are sold in packs of 10 strips. 4. Target Audience: Demographics and Psychographics The target audience for Crest 3D Whitestrips are young men and women ages 18-29 entering the professional workforce with a college degree and work full time. They are recent college graduates who are applying for jobs and place a value upon appearance and image, therefore having a desire for a whiter smile to impress potential employers, as well for personal image. In a recent survey regarding teeth whitening, 74 percent of adults believe an unattractive smile can hurt chances for career success. Additionally, statistics show that over 90 percent of adults believe that a healthy, white smile makes people look sexier and more appealing to the opposite sex.

Crest 3D Whitestrips are mostly purchased by people under the age of 34 and with incomes on average making less than $20,000 per year. Additionally, Crest 3D Whitestrips are more likely to be purchased during a ‘pantry restock’ at drugstores, meaning that they are more likely to be purchased with more than 21+ items also in the cart. They are more 3x more likely to be purchased at drugstores than beauty stores. In 2015, the average young professional earned $53,192. Additionally, most young professionals only provide for themselves and do not have families yet. This could provide a bit of discretionary income that millennials would spend on personal grooming and image. When it comes to beauty products, millennial young professionals are results driven and concerned with the ease of usage. An at-home teeth whitening product is very conducive to their lifestyle because it is low-cost, quick to use, and has a brand image that supports results. In addition to results, millennials are also beginning to be concerned with natural ingredients. A recent growing trend is the want for organic cosmetics and skincare, with many chemical-filled cosmetics getting overlooked. The organic and natural beauty market is expected to reach around $13.2 billion by the end of 2018. Cleaner and ‘safer’ beauty products appear to millenials as they have grown up with a shift in consumer awareness about health and wellness, with beauty blogs and social media dedicated to ‘natural beauty’ at an all time high. However, switching entirely to all organic and natural products is notoriously more expensive than not, and young professionals do not have a large discretionary income. Additionally, the most popular natural beauty products consist of skincare and makeup, not oral hygiene. Furthermore, millennials are tech-savvy and rely on the Internet to review products they are considering. Crest 3D Whitestrips have a five-star rating on Amazon and are reviewed by other well-known beauty bloggers and continually have good results. Also, because Crest 3D Whitestrips are the only products approved by the American Dental Association, it shows that Crest really is the leader in teeth whitening products. Despite the fact that millennials do not have a large discretionary income, consumer reports state some are willing to spend more on oral care despite their budget. 24 percent of consumers admit to spending more on a pricier oral health product that caught their attention. Crest can use this information by creating eye catching campaigns in order to market higher priced whitening strips. Because millennial young professionals are concerned with their careers and their overall image, Crest 3D Whitestrips make sense to them. Because the strips are not overly expensive and achieve the desired results, young professionals are likely to purchase this product.

5. Product Benefits

● Crest 3D Whitestrips simplify the expensive and time consuming task of professional teeth whitening, now the process is simple and quick- saving time and money to achieve a whiter smile.

● Crest 3D Whitestrips are proven to be effective: users will get a whiter smile. ● Crest 3D Whitestrips produce a whiter smile in just a few applications: improving appearance

and making users more appealing to others overall. ● Crest 3D Whitestrips will make your smile more attractive by making it whiter: users will feel

more confident when applying for jobs or interacting with others. ● Crest 3D Whitestrips are found at most convenient, drug, and mass stores: consumers will be

able to purchase them quickly and easily. 6. Direct Competitors and Brand Images

1. Generic Brands (CVS): As stated earlier, young professionals are usually on a stricter budget. Generic brand options, such as CVS brand priced at around $25, are similar and placed directly next to Crest 3D Whitestrips in most stores. These generic brands are almost half the price of Crest 3D Whitestrips. However, Crest 3D Whitestrips are approved by the American Dental Association and are seen as the superior alternative option in teeth whitestrips.

2. Active WOW Teeth Whitening Charcoal Powder: Because millenials are always looking for new products, teeth whitening charcoal is a new product appealing to the target audience. It is extremely cheap, only $25 for 2oz, which is said to last months. The charcoal is all organic and natural, something that could appeal to millenials during the ‘clean and organic beauty’ rage. Still, most all natural charcoals are only found online and make it difficult for the target audience to pick it up in store. Since most purchases are during routine ‘restock’ trips and not ‘urgent need’ trips, this product is not as convenient to purchase.

3. Bright White Smile Teeth Light: This product is a device with a blue light that is said to remove surface stains and remove deep ‘embedded stains’. This light is advertised on social media and blogs, with bloggers and social media personalities receiving the free product if they review it. Again, this product is not found in drugstores and is only online on The Bright White Smile website, so it is less convenient to purchase. The light is only $25, but it is said to work a lot better with the purchase of the pen, which is another $20, making the product more expensive and more confusing.

7. Indirect Competitors and Brand Images

1. Dentist professional whitening: The dentist offers professional whitening seen to be most effective by most people. In January 2015, Americans paid an average of $600 per visit for in-office teeth whitening procedures and over 80 percent of people saw results, compared to the

60 percent who saw results with at-home whitening products. The chemicals found in in-office treatments are different than at-home products, with in-office treatments using 30-40 percent hydrogen peroxide and 35 percent carbamide peroxide. Crest 3D Whitestrips contain much less hydrogen peroxide and no carbamide peroxide. Because the treatment is so expensive, the target audience is unlikely to pay that much unless they have seriously stained teeth. Additionally, with the other types of Crest 3D Whitestrips, ‘Professional Effects’, ‘1 Hour Express’ or ‘With Light’, the target audience is able to find more aggressive products which are still less expensive than the dentist office.

2. Crest 3D Mouthwash: Crest 3D Whitening mouthwash is an indirect competitor because both technically provide the same service, whitening teeth. Mouthwash is seen as the quickest and easiest product for oral health. It is priced at $17 for 32oz and has a five star rating on Amazon with many reviewers saying it whitened their teeth. This product is also advertised to kill bad breath and protect oral health in general, which is something that Crest 3D Whitestrips do not do. However, if the target audience is looking for results, they are most likely to go to a product strictly focused on the goal: whitening their teeth.

3. Crest 3D toothpaste: Crest 3D Whitening toothpaste also works to fight for a brighter and whiter smile, but also strengthens enamel, fights cavities and bad breath. It is priced at around $4 in stores and can be bought in bulk on Amazon. Because the toothpaste contains much less hydrogen peroxide (a whitening agent) than the whitestrips, it is less effective when it comes to whitening teeth. The main goals of toothpaste are to clean the mouth and teeth, while whitening is an added bonus. The target audience can see whitening toothpaste as an effective perk to their whitening routine, however if they want to see whitening results they will go to a product that will achieve results; Crest 3D Whitestrips.

8. Product and Brand Image

● Current Brand Image: The target audience sees Crest as a trusted well-known brand. Crest is approved by the American Dental Association, which makes them seem qualified and safe. Crest is an experienced business and owned by Procter & Gamble, which is also a trusted longtime business.

● Desired Brand Image: Crest is not only a trusted product that produced high-quality oral health products - Crest also values natural ingredients and gentle chemicals without sacrificing its award-winning results.

● Brand Image Challenge: The target audience is aware of Crest and sees its products as high-quality but, because of the large push toward organic and clean beauty products, Crest should create a more natural product line with organic ingredients that do not test on animals.

9. Strategic Message: Professional teeth whitening results without breaking the bank. 10. Supporting Evidence: The Proof – What are the selling points to be used in the ad?

● Crest 3D Whitestrips are the only whitestrips to be approved by the American Dental Association.

● Crest 3D Whitestrips will produce the best results for at-home teeth whitening in a short period of time.

● Crest 3D Whitestrips are an inexpensive way to produce noticeably whiter teeth. ● Crest 3D Whitestrips will make your smile more attractive by making it whiter: users will feel

more confident when applying for jobs or interacting with others. Mandatories: © 2018 Procter & Gamble CREST ™ Magazine ad:

Campaign Evaluation Report: This report was based on strategic campaign for a fictitious non-profit. I created the non-profit, tested message effectiveness, and developed a cohesive brand strategy and marketing plan. I excluded my references pages in order to save space, but they are available if needed.

Libby Stauffer

December 4th, 2017

Executive Summary

(a) The overall goal of my campaign was to raise money and awareness for after school programs for elementary school students in the Lawrence area, specifically in low income areas or high risk areas, in order to get more children involved and enrolled in the program.

(b) The first target audience of this campaign are parents and/or guardians of at-risk children ages 5-13 in the Lawrence area. Specifically, I targeted parents who struggle with finding activities for their children after school, parents who have struggles with their children in and out of the classroom, and parents who work longer hours during the day. The after school program with Kansas Advocates mission is to empower at-risk youth who need help and support in and outside of the classroom in order to meet their full potential as a student, friend, and family member. Therefore, it is important to target parents who may need help after school or be struggling in these areas. The second target audience are people who are passionate about helping at-risk youth and want to donate to Kansas Advocates. These people could be any age, race, religion, or income-level, but can spare a little money or time. These are also people who have seen how beneficial afterschool programs are, been a part of after school programs, or are just passionate about helping at-risk youth.

(c) One of the main communication challenges the campaign faced was the misconception that at-risk or low-income families cannot participate in afterschool programs because of cost. We wanted to make very clear that the after school programs were a viable option for low-income families. Additionally, we faced the challenge of millennials parenting. Millennial parents are more likely to get information online rather than the traditional method of flyers or face-to-face. Because of the preferred social media, it was important for this campaign to harness social media to the best of our availability.

(d) The overall theme and approach to the campaign was exploring all the different types of benefits that the after school programs through Kansas Advocates have to offer. We wanted to advertise all the ways that after school programs encourage children to grow; not only academically, but also socially and the proven benefits to self-esteem. We wanted to demonstrate the many different ways children will grow under the Kansas Advocates after-school programs. The main objectives were to increase the amount of children enrolled in the program and increase social media traffic in order to raise awareness and donations to the program.

(e) In order to complete the goals and objectives of this campaign, it was important to use social media platforms, plan strategic tabling events, and post videos that would appeal to the target audience. When testing messages, we found that parents are more likely to respond to an ad and to look into the program if we advertise the social benefits for children of afterschool programs rather than others. By using pictures on facebook, videos, testimonials, and posting scholarly articles about the benefits, it will convince parents to enroll their children. Additionally, we plan that besides using social media, we can also ‘table’ outside grocery stores, community areas (public libraries, parks, etc.), and popular workplaces to show parents why after school programs can benefit their children.

Flow Chart:

Strategic Thinking :

(A) The main objectives were to increase the amount of children enrolled in the program and increase

social media traffic in order to raise awareness and donations to the program. I wanted to communicate

the benefits of afterschool programs to parents in the Lawrence, Kansas area. This area is in need of

constructive programs for children because the overall need for programs has grown. The Boys and

Girls Club of Lawrence claims that over 64% (over 3,000) elementary school students are current

members of BGCL (Boys and Girls Club of Lawrence, n.d.). The Boys and Girls Club of Lawrence is

not the only after school program in Lawrence, and there is a large enough market to continually seek

out an audience that would be interested in Kansas Advocates, enroll their children, and look into the

program via social media.

Nationally, more than 11 million children, are left on their own unsupervised after school

(Afterschool Alliance, 2014). Additionally, only 11% of K-12 students are enrolled in afterschool

programs, but in a recent survey to parents, 19.4 million people would enroll their children if a quality

program was available (Afterschool Alliance, 2014). This statistic on its own is reason enough to

recognize a need for programs after school that are affordable and safe. Only 6.5 million K-12 children,

around 11%, participate in afterschool programs in the United States. It is proven that after school

programs have a positive impact on a student's academic achievement, behavior and discipline while

continually helping relieve parents’ worries about their children’s safety (Afterschool Alliance, 2015).

In Kansas, more than 60% of parents say that afterschool programs help keep them their jobs by

being able to work longer hours (Afterschool Alliance: Kansas, 2016). The need for programs far exceed

the amount of funding available from the education system and statewide. Only 70,000 K-12 students

are enrolled in afterschool programs in the state of Kansas, while 132,700 are left on a waiting list for a

program opening (Afterschool Alliance: Kansas, 2016). Furthermore, over 90,000 K-12 students are left

at home unsupervised. The supply of the afterschool programs are not keeping up with the demand.

Almost 16% of K-12 youth that are unsupervised after school would be likely to participate in an

afterschool program if one were available in the community (Afterschool Alliance, 2016). The need for

quality afterschool programs is obvious nationwide, as well as statewide and in the Lawrence

community.

(B) The overall theme and approach to the campaign was exploring all the different types of benefits

that the after school programs through Kansas Advocates have to offer. We wanted to advertise all the

ways that after school programs encourage children to grow; not only academically, but also socially

and the proven benefits to self-esteem. We wanted to demonstrate the many different ways children will

grow under the Kansas Advocates after-school programs. We wanted parents to view after school

programs as more than just a safe environment for children. By advertising the wide range of activities

and benefits that come along with programs, I showcased just how important a quality afterschool

program is.

Effective afterschool programs do a lot more than just babysit or watch children after school.

Quality programs have a wide range of benefits to the children they are serving, families, and the

communities as a whole. Afterschool programs have been proven to boost academic performance,

reduce risky behaviors, promote physical health, and provide a safe, structured environment for the

children of working parents (Afterschool Programs, 2016). A study by researchers at the University of

California, Irvine, the University of Wisconsin Madison, and Policy Studies Associates, Inc. found that

regular participation in high-quality afterschool programs is linked to significant gains in standardized

test scores, as well as reductions in behavior problems among disadvantaged students (Vandell, Reisner,

& Pierce, 2007). Not only were tests scores, classroom behavior, and overall academic behavior

increased by students in the quality afterschool program, but also students improved in teachers’ reports

of students’ social skills with peers. By highlighting the benefits during the campaign, it will highlight

how critical the activities in which children engage in outside of school hours are critical to their

development, reinforcing the need for quality afterschool programs in all communities.

(C) In order to increase the number of children involved in the program and increase social media

traffic, some strategies to use for this campaign are posting and being active on the social media

accounts and tabling around town to gain exposure. When using social media, it is important to use

tactics that will get parents interested in the program. I chose to focus on Facebook on social media.

More than 74% of mothers have facebook and have checked in at least once a week, compared to 7% on

Twitter in the past week (DeCesare, 2016). Of the large group of mothers on Facebook, most tend to

check Facebook 3-4 times daily, making this platform a perfect place to advertise after school programs

in the area (Executive Summary: Marketing to Moms, 2014). Facebook is also ideal because there a

plenty of options to post photos, have message boards, answer polls, share content, post videos, and

create events. When using Facebook, posting photographs and videos of the kids having fun and getting

their homework done at the after school programs will show what the children actually do at the

programs and help convince other parents that their children could have fun there too. During the

message testing portion of this assignment I found that people were more responsive to photographs that

showed children having fun and interacting with other children. Using this knowledge, I was able to put

tactics in place that would stimulate a response. Firstly, when posting about the benefits of the

afterschool programs, focusing on media that will remind parents that their children will benefit socially

and that the afterschool program is fun is key. Parents value people or organizations that advocate for a

cause that promises happiness for their child (Executive Summary: Lifestyles of Young Families, 2017).

By sparking a conversation that will encourage positive thinking and responses, it will increase page

views and impressions and therefore influence the number of children enrolled. Parents and children

who are already involved in the program can also be featured on Facebook giving short testimonials to

encourage other parents to look into the program and explain why their family likes the program so

much. By asking children, “What is your favorite part of the after school program?” and parents, “What

kind of benefits have you seen your child experience due to an afterschool program in Lawrence?”,

recording their responses and posting a photo or video of them, it will make potential parents realize the

advantages of the program. Additionally, when advertising online it could be extremely beneficial to get

local ‘celebrity endorsements’, like KU sports teams, to talk up the program or promise to come to the

program after school and play a game of basketball or football could entice kids to look into the program

or make the program seem fun. If kids begin to talk about wanting to attend, it will encourage more kids

to enroll.

When tabling, a tactic could be placing the tables in specific places in the community. Tabling at

lower-income elementary schools, office buildings where lots of parents work, the public library and

other community centers will target parents that work and may need this program more than others. 84%

of adults surveyed in Kansas agree that there should be “some type of organized activity or place for

children and teens to go after school every day that provides opportunities to learn” (Afterschool

Alliance, 2016). In order to target parents in the area, tabling is a sure way to talk to busy parents when

they may have a few minutes to spare. Also when tabling, another personalized tactic is offering

incentives, like candy or pens, that may persuade someone to donate a few dollars to the cause or stop

and learn about the program, especially if they are with their child and the child sees candy. By

encouraging people to donate and look into after school programs, it will further website traffic and

awareness in general. Tabling during community centers, like the library and parks, and then schools

and workplaces during the week will catch working parents at the correct times.

Execution:

All messages posted online were in order to strengthen the main goal, raise awareness and

money for afterschool programs for elementary school students, specifically in low income areas or high

risk areas, in order to get more children involved and enrolled in the program. I used Facebook mainly

for the campaign because of the research stating that more than 74% of mothers have facebook and have

checked in at least once a week, compared to 7% on Twitter in the past week (DeCesare, 2016). Most

messages I posted would remind the audience about the after school program benefits to children. I

wanted to point out that besides the obvious academic gains many children make when enrolled in

afterschool programs, there are also serious benefits socially and proven benefits to self-esteem.

Two of the messages during the campaign were identical, except for the photographs that are

included with them. Both have the exact same wording, “We want to know how you all feel about our

after school programs! Please comment below to help us make our programs the best they can be. What

kind of benefits have you seen your child experience due to an afterschool program in Lawrence?”.

Message one has a photograph of two young, white girls doing homework together with the Kansas

Advocates logo on the bottom right corner. Message two has two young, white girls playing outside with

the Kansas Advocates logo as well.

By posting pictures of very similar children playing outside and studying inside, I was able to see

that on average more people would like and comment on the post two. When conducting my survey,

more people said they would enroll their children in the after school program, and saw message two as

good, convincing, interesting and pleasant. I think that the pictures made a huge difference. Parents do

not want to enroll their kids in a program after school that they hate to attend, and it is very difficult to

see a picture of kids playing outside and think that any kid would dislike that. However, when looking at

kids doing homework, it is much easier to imagine kids disliking that activity, especially after coming

straight from school. The kids in message two look very happy and playful, making the message happier

and showing that parents value their kids happiness rather than just homework and academic skills.

These messages also encouraged parents to recognize the benefits of afterschool programs by asking

questions about the benefits. On Facebook, even though I did share the messages, they both received

zero likes and comments. Although message two had 11 more impressions than message one.

I also continually posted pictures of children playing with other types of messages about benefits

to afterschool programs and shared scholarly articles about the known benefits to these programs. I think

that by posting articles from well-known sources, it would make the information seem more credible. I

posted at least 3 times a week and made sure to post either early in the morning, around 8am, or later at

night, around 6pm. This is because I the target audience is working parents who stay busy during the

day, that's why they may need the program for their child. It is proven in order to keep followers

engaged, you must stay active online and post at least a few times a week (Executive Summary:

Lifestyles of Young Families, 2017).

If I was to continue the campaign, I would make sure to post at least 3-4 times a week. The

schedule would reflect the main goals of the campaign by continually pushing for enrollment of the kids

in the program, as well as just increased awareness. On Mondays, I would try to post early in the

morning in order to add something positive on feeds to start the week. Monday posts would include

pictures of kids playing outside or inside, having fun. There would also be a reminder and clear

directions on how to sign up children for the program. Wednesday would be a link to an educational

article detailing why after school programs are important to the community’s youth. I hope that by

posting the articles I not only attract parents to the website, but also generous donors who could spare

some money to give to Kansas Advocates. Fridays posts would reflect thats school's out for the week

and would introduce short testimonials to encourage other parents to look into the program and explain

why their family likes the program so much. By posting the answers to these questions online, for

example for children, “What is your favorite part of the after school program this week?” and parents,

“What kind of benefits have you seen your child experience due to an afterschool program in Lawrence

lately?”, it will make potential parents realize the advantages of the program. Also, by posting pictures

or videos of people in the program, they are more likely to share it online and tell their friends about it

because they or their children are being featured. Sundays posts will be the local ‘celebrity

endorsements’, like KU sports teams or any other ‘local celebrity’ children in the community look up to.

By asking the guests to talk up the program or promise to come to the program after school and play a

game of basketball or football, this will not only entice kids to want to come to the program, but it will

also draw more attention online and could make the program seem fun. If kids begin to talk about

wanting to attend, it will encourage more kids to enroll, therefore making parents see the program as an

after school option. Also on Sunday, more people are on social media because they do not have work.

This will encourage more people to see the message and repost it. There doesn’t have to be a local

celebrity post every Sunday, but as often as possible would be the best option.

Monday - 8am Wednesday- 7pm Friday- 3pm Sunday- 4pm

These posts would be positive and uplifting. Most should include pictures of kids playing outside or interacting with other kids. There should be a reminder and link of how to sign up for the program.

These posts would include scholarly articles. Quote engaging parts of the article when sharing on Facebook.

These posts will be testimonials from children and parents, either in video or picture and quotation in the caption. THe questions will ask the favorite part of the week or what they are looking forward to next week.

These posts would be messages from ‘local celebrities’ that would encourage children to come to the program or telling parents the benefits they might have experienced to a program similar.

Evaluation:

(A)The main goal of the campaign is to raise money and awareness for after school programs for

elementary school students, specifically in low income areas or high risk areas, in order to get more

children involved and enrolled in the program. This could be evaluated by looking at the amount of

children enrolling in the program, the amount of social media traffic, and the amount of monetary

donations for the program by the end of the semester.

(B) The main objectives were to increase the amount of children enrolled in the afterschool program and

increase social media traffic in order to raise awareness and donations to the program. The amount

children enrolled in the program during the campaign is easily measured by taking roll before the

campaign and after the campaign. The number of parents looking into the program can be measured by

the amount of inquisitorial emails received, in person questions during tabling, and the overall number

of people talked to. Monetary donations for the program can be tracked by noting the amount of funds

before the campaign, during the campaign, and after the campaign has concluded.

(C) On Facebook, the Kansas Advocates only had two page likes. One was myself and the other was the

Journalism 420 page. The Facebook analytics show that Message 1 was not as successful as Message 2,

due to photo clicks and reach. Online, most of our posts went without likes or comments. Although there

was not much engagement, I was able to form a better understanding of what kinds of posts received

more attention and engagement. For example, people said they were more likely to interact with a

message online and enroll their children in afterschool programs when pictures were posted of kids

playing or having fun. The page received 6 total page views over the course of the campaign. Objective

two is all about social media traffic to the Facebook page, although we posted and executed some of the

tactics, I was able to understand and test what messages generated the best response. Tactics that show

children enjoying the program are more likely to generate parent interest compared with posts just

focusing on academic benefits. Additionally, if there was an available budget, boosting posts would be

extremely beneficial to target the segmented audience.

(D) There are many challenges when creating a campaign for an organization from the ground up. Part

of the major problem is gaining followers on social media. In theory, I think if this campaign was

continuing, it would be extremely helpful to table to gain followers. Also, I think once you have a small

audience actively working with the organization, it would be easier to gain social media traffic and have

children enrolled in the program. The most challenging part of this campaign was generating a response

from the target audience in Lawrence. If the afterschool program even had a few members, it would be

much easier to get parents, friends, and teachers to interact on social media and share why they enjoy the

program benefits. Additionally, Many local nonprofits and philanthropies seek donations and it may be

hard to compete with other causes. Another challenge the campaign faced was the idea that in order to

participate in the program, one needed to pay. This could be hurtful to our target audience of at-risk

youth and low-income families because the campaign needed to make it clear that these programs were

an option for everyone.

News Release: This is a news release I wrote on behalf of the Student Body President and other members of the executive staff.

Other graphics and promotional messaging for Student Senate: I have also included other media I created while serving as Communications Director for Student Senate.