Rhode Island Coalition for the Homeless Social Media Campaign

RICH CAMPAIGN ANDREW M., RICKY V., COREY D., & IRVING M.

#StandWithRICH

RHODE ISLAND COALITION FOR THE HOMELESS

#STANDWITHRICH▸ OBJECTIVE: To effectively pose real

questions and provide real answers.

▸ 1. Convert WONDERERS into Watchers and WATCHERS into WORKERS.

▸ 2. Educate Rhode Island on homelessness and Zero:2016, and get Residents engaged by showing them what has been achieved. It is possible and we are doing it.

#ZERO:2016


COLLEGE STUDENTS (WATCHERS AND WONDERERS)

▸ Optimism and social media movement

▸ Aged 18-24

▸ JWU, Brown, RISD, URI, RIC, PC, Salve Regina, RWU, CCRI

MIDDLE-UPPER CLASS (WORKERS)

▸ Donations

▸ Aged 35+

▸ Cities such as Jamestown, Providence, Barrington, East Greenwich, N. Kingston

#ZERO:2016


PSYCHOGRAPHICS: MIDDLE TO UPPER CLASS

▸ Do not feel wealthy and do not flaunt.

▸ Independent thinkers who believe in their own decision making process.

▸ Maximizing returns from their investments.

▸ Concerned with their health and appearance (would be more willing to donate money so they can look good in their respective communities).

▸ Have a need for power (would be good to help get rid of homelessness and would have the ambition to make a difference).

▸ Want gratification today to create a better tomorrow.


PSYCHOGRAPHICS: COLLEGE STUDENTS

▸ Frequent city-goers.

▸ They see the homeless first-hand.

▸ Creative minds.

▸ They want to better the community around them.

▸ Social media movements catch on quickly within this demographic.


MESSAGE

▸ Homelessness is curable; permanent housing is the answer.

▸ Words that describes the initiative: Do-able, Achievable, Solvable.

▸ #ThereIsACure #EndHomelessnessRI #StandWithRich

#ZERO:2016


SOCIAL MEDIA

▸ Facebook (upper-middle & college students)

▸ Twitter & Instagram (college students)

▸ Twitter: People of RI, hashtags, answer questions, Call to Action (Social Movement)

▸ Facebook: People of RI, Facts, Call to Action (Informative)

▸ Instagram: People of RI, How I stand with RICH, Hashtags (Celebratory)

#ZERO:2016


TWITTER

▸ TARGET: College students (Wonderers and Watchers).

▸ REASON FOR THIS PLATFORM: The majority of Twitter, 37%, is used by people between the ages of 18-29.

▸ For those who think it’s possible but not in the near future, RICH’s Twitter will provide real answers to real questions people have.

▸ RICH will actively respond to tweets directed at them.


FACEBOOK

▸ TARGETS: College students (Wonderers and Watchers) and middle-upper class (Workers).

▸ REASON FOR THIS PLATFORM: Facebook is widely used within the age ranges of 18-29 (87%), 30-49 (73%), and 50-64 (63%).

▸ Facebook will act as an informational hub and community hub for the website.

▸ Upcoming events, informational posts, and community discussion and questions will be held on the page.


INSTAGRAM

▸ TARGET: College students (Wonderers and Watchers).

▸ REASON FOR THIS PLATFORM: The majority of Instagram, 53%, is used by people between the ages of 18-29.

▸ Promoting success stories of homeless people and upcoming events (Annual Luncheon).

