Surfers In A Dress 2013 :: Marketing Plan
15
Surfers In A Dress 2013 Marketing Plan gregbeazley.com
-
Upload
greg-beazley -
Category
Marketing
-
view
395 -
download
1
description
This is an overview of the strategy and plan for charity event Surfers In A Dress 2013. Supporting the Do It In A Dress initiative on behalf of the charity One Girl. Links: http://doitinadress.com/team/surfersinadress http://doitinadress.com http://www.onegirl.org.au/ http://gregbeazley.com/
Transcript of Surfers In A Dress 2013 :: Marketing Plan
Surfers In A Dress2013 Marketing Plan
gregbeazley.com
Background: One GirlAt One Girl, we want to provide 600 education scholarships to girls in Sierra
Leone by 2014. We’re also aiming to train 55 LaunchPad Champions to sell
affordable eco-friendly sanitary pads. Educating a girl has a multiplier effect.
Invest in a girl, and she’ll do the rest.
gregbeazley.com
Background: Surfers In A DressIn 2012, I decided to create a Do It In A Dress event for my fellow surfers, called Surfers In A Dress. Focusing on the same objectives of the campaign, the event managed to attract 45 people to participate on the day, and collectively as a team, we raised over $5,000! This equates to approximately 20 girls in school for a whole year!!
Needless to say, I want to make this a staple event for Bondi Beach in the years to come.
- Greg Beazley
gregbeazley.com
Objectives
● Build awareness of Do It In A Dress, the Surfers In A Dress
(SIAD) event, and the cause of One Girl to enable stronger
engagement and greater momentum in 2014
● Have an event attendance of over 100 people at the SIAD
event
● Drive donations to the SIAD team page ($10,000) - enough
for 33 girls in Sierra Leone to get back in school
● Build a case study to prove campaign effectiveness
gregbeazley.com
Strategy
Leverage digital channels and influencers within social circles to promote engagement and drive awareness of the cause and event, in preparation for a more successful event in 2014.
Motivators to drive engagement:● Fun (primary)● Cause (secondary)
gregbeazley.com
Channels
● Google+
● Blogs
● Partners (eg. Bondi Bather, Datarati, Aquabumps)
● WOM
● Event
● PR
gregbeazley.com
● $500*, donated by Datarati as part of the Awesomearati
initiative (http://awesomearati.com/) to be used towards
the project
*Conditions:
➔ Must not be used to donate directly to a cause.
➔ Footage must be captured using a GoPro, lent by Datarati, which will be
used to create a professionally edited video of the initiative
gregbeazley.com
Budget
● Twitter lists of high influencers
○ Associations (other Charities)
○ Industry leaders
○ Social Media gurus
○ Surfing related brands
○ Partners
● Targeted Tweets
● Promoted Tweets
gregbeazley.com
● Facebook Ads
○ Facebook Retargeting
● Promoted posts
○ Event promotion
● Partners to promote cause & event
gregbeazley.com
Google+
● Through every share on Social Media, publish to
Google+ as well
● Target specific Circles
● Add Event to Google Events on G+
gregbeazley.com
Blogs & Partners
● Post cause and event to:
○ gregbeazley.com
○ willscullypower.wordpress.com
○ designermancave.com
○ simuddell.com
○ bondibather.com
○ letsgosurfing.com.au
○ doitinadress.com
○ activedge.com.au gregbeazley.com
Contacts & Connections
gregbeazley.com
Contact Connection
Si Muddell simuddell.com
Will Scully-Power willscullypower.wordpress.com
Kate Abdou designermancave.com
Kerry Cusack bondibather.com
TBC letsgosurfing.com.au
Chantelle Baxter doitinadress.com
Candice activedge.com.au
Post Campaign Analysis
● Analyse any results and data available (eg. donation data)
● Prepare a full campaign analysis in the form of a blog post on gregbeazley.com
● Share the learnings with the One Girl / Do It In A Dress community
● Define the actions to optimise SIAD14
