Donald W. Reynolds School of Journalism

& Center for Advanced Media Studies

Cassie Clauser . Topher Cuellar . Alex Hinman . Jamie Picollo . Jordan Yoder

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TABLE OF CONTENTS:

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P. 3 Problems

P. 4 Goal

P. 5 Audience

P. 6 Key Messages

P. 7 Objectives

P. 8 Strategies

P. 9 Tactic #1 Partnerships – Wine to Water

P.10 Tactic #1 Continued – E-Mail to Doc Hendley

P.11 Tactic #2 Partnerships – Rita Tateel

P. 12 Tactic #3 Partnerships – Cross Promotion

P. 13 Tactic #4 Brand

P. 14 Tactic #5 #Branding

P. 15 Tactic #6 Online Packet

P. 16 Tactic #7 YouTube.com Channel

P.17 Tactic #8 “Splash Mob”

P. 18 Tactic #8 Continued – “Splash Mob” Incentive

P. 19 Tactic #9 YouTube.com Instructional Video

P. 20 Yearly Timeline

P. 21 Positioning Statement

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PROBLEMS:Not targeting an audience

No clear brand

Not communicating effectively with participants

No clear message

No clear date

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GOAL:“TO CREATE AN EVENT DATE THAT GIVES ADVOCATES A

PLATFORM TO SHARE THEIR MESSAGES AND ENGAGES

CHOREOGRAPHERS TO PROMOTE THEIR WORK."

Global Water Dances is a promotional dance organization used to raise awareness for water issues. The purpose of communication in this campaign is to establish the Global Water Dances’ event and brand it. We suggest partnering with other water advocacy groups, so that Global Water

Dances will help a cause and allows us to spread the brand. A benefit would be gaining recognition as the “go-to” vehicle for other water organizations to spread their messages and help build another network of artists

concerned with water issues.

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AUDIENCE:Global Water Dances currently targets

choreographers. We found for successful communication, we have to

reach two target audiences.

Water Advocates & Choreographers

When speaking to our audiences, we plan to communicate our message in a way which resonates with them so both our

messages can intertwine. Because we will be addressing two audiences, we have developed different messages to personalize

our communication with each.

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KEY MESSAGES:Global Water Dances becomes a tactic for organizations to

tell their own stories. When speaking to our water advocates audience, key message is:

“Use Global Water Dances as a channel to bring awareness

to your cause.”When speaking to our choreographers, our key message is:

“Join Global Water Dances and the community to raise awareness for water issues

through dance.”The purpose of our messages is to establish and spread the

Global Water Dances brand.

OBJECTIVES:

Advocacy organization partnership

Make the advocates ambassadors

Enable choreographers to promote themselves

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STRATEGIES:

Create keynote partnerships

Brand the day (August 20) as 8.2.0

Connect participants

Showcase the event using social media outlets

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PARTNERSHIPS:Global Water Dances’ key strategy is to partner with an

established water advocacy organization because Global Water Dances is a vehicle that helps spread their message.

Involve Doc Hendley, founder and president of Wine To Water. Doc’s dream, and now the goal of Wine to Water, is to quench the thirst of the needy in a way that sets them apart from the rest of

the world.“When the idea came to me to

start Wine To Water the only real world job experience I had was

tending bar...So I started raising money to fight this water

epidemic the best way I knew how, by pouring wine and playing

music.”

TACTIC 1

Doc Hendley, President/Founder Wine to Water

783 West King Street Suite FPO Box 2567

Boone, NC 28607828.355.9655

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PARTNERSHIPS:SAMPLE CONTACT EMAIL:

TACTIC 1 CONT.

TO: doc@winetowater.org  FROM: Global Water DancesSUBJ: WINE TO WATER & GLOBAL WATER DANCES

BODY: Dear Doc, Global Water Dances is a promotional dance organization who partners with other water issue advocacy groups to spread their message to the community through dance. We would like to extend an invitation to Wine to Water as our key partnership for our event on August 20, 2015. Feel free to contact us for additional information about our organization and how we can help spread your message. We look forward to partnering with you in the future.Sincerely, Maylee Hardenbergh director.gsp@gmail.com

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PARTNERSHIPS:We suggest partnering with a celebrity endorser and at least one

organization that supports the clean water effort.

Involve Rita Tateel, celebrity expert, influencer, and booking agent with over 25 years of experience. She has served as director of a speakers bureau for a national non-profit, president of a celebrity booking agent, and for the last 24 years, as Founder and President of The Celebrity Source.

Rita Tateel, The Celebrity Source8033 Sunset Blvd. Suite 2500

Los Angeles, CA 90069323.651.3300

TACTIC 2

PARTNERSHIPS:We will cross promote with our partners by posting each other’s

logos on our websites, having links to our websites on each other’s pages, and tagging each other in social media posts. We also aim to have choreographers spread our message on their social media

outlets.

TACTIC 3

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BRAND:We created the event date 8.2.0 to represent a water molecule, H20.

"H" being the eighth letter in the alphabet matching August, being the eighth month of the year.

From this date, we created a Global Water Dances logo to resemble an element on the periodic table. This logo can be used in all forms of

communication.

TACTIC 4

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#BRANDING:Hashtags used on Twitter allow people to talk about trending

events and read other posts that have used the same hashtag. We will use the hashtag, “#GWD820” in all of our Twitter

communication to get the event trending.

TACTIC 5

“Excited for Global Water Dances this year! #GWD820”

“Check out our website to find out where you can participate locally for

Global Water Dances #GWD820”

“Where’s your nearest Global Water Dance location? #GWD820”

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ONLINE PACKET:We will create an online recruitment packet explaining the next steps for

choreographers and dancers for the 8.2.0 event.

This packet will include the time, date, location, and information

about ourpartners with links to their

websites. It will be available to download after

participants sign up on our website.

TACTIC 6

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YouTube.com CHANNEL:

https://plus.google.com/u/0/getstarted/getstarted?fww=1&continue=https%3A%2F%2Fplus.google.com%2Fu%2F0%

2Fme

Username: GlobalWaterDances@gmail.com

Password: MLGWD820

TACTIC 7

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"SPLASH MOB":We will have an online contest for choreographers to create a "Splash Mob” uploaded to Global Water Dances' YouTube.com

channel by March 22 (National Water Day). A YouTube.com channel allows participants to upload their entry videos so a winner can be

chosen. The winner of this competition will be featured in our YouTube.com instructional video.

This will spark initial interest for choreographers to get involved on 8.2.0.

TACTIC 8

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“SPLASH MOB” INCENTIVE

“Svay Rieng is the poorest province in Cambodia. In poor communities, clean drinking water is the most important need. Along with our partners, Kone Kmeng, we drill shallow wells using locally made drill rigs, testing the water to ensure quality. Access to clean water not only reduces sickness and improves health, but it enables families to raise healthier fish, chickens, and vegetables for food and income. The overall standard of living is improved, children have a greater chance to pursue an education, and ultimately the cycle of poverty is broken.”

TACTIC 9 CONT.

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The winner of the “Splash Mob” contest will have a shallow well donated on their behalf. ($500 value)

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YouTube.com INSTRUCTIONAL VIDEO:

We will create a YouTube.com instructional video featuring the winners of the "Splash Mob" video competition. The video will

teach participants the dance step-by-step for Global Water Dances' 8.2.0 event.

This video will be available to participants after signing up on our website and downloading the online recruitment packet. This video

will help all participants learn the dance prior to 8.2.0.

TACTIC 9

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YEARLY TIMELINE:

March 22: "Splash Mob" video deadline

April – August:Spread logo, brand, and hashtag (#GWD820)

Create YouTube.com instructional videoEstablish partnership with organization

Recruit choreographers

August 20:Global Water Dances 8.2.0 event

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Global Water Dances is a promotional dance organization who

partners with other water issue advocacy groups to spread their

message to the community through dance.