Georgetown University Public Campaigns : What’s In Your Kids Food?Communication Strategy Overview : DigitalTeam Members: • Jenna Mills• Riqua Hailes• Carolina Valenzuela• La'Shawna Saint-Preux

• GOALS• OBJECTIVES• DELIVERABLES• OUTREACH STRATEGY• TIMELINE• BUDGET• EVALUATION

AGENDA

GOALS

You Are What You Eat. What

is Your Kid?

"We want caregivers of elementary school aged children to see buying nutritionally healthy food products

and/or organic and locally grown food as healthier for their children’s well

being and development and as more important and beneficial then buying

cheaper packaged and fast food products?”

• Increase awareness of campaign goals• Create a comprehensive digital strategy• Engage target audience

OBJECTIVES• Execute full, comprehensive digital strategy within a 40-day timeframe• Using social media platforms, drive 100% of audience to website• Increase Twitter followers to 150 by April 1, 2010• Increase Facebook followers to 250 by April 1, 2010• Increase YouTube views to 75 by April 1, 2010• Increase audience dialogue/RT’s on social media platforms by 100%

DELIVERABLES• Web: www.WhatsInYourKidsFood.com• Twitter: www.twitter.com/WhatsInYourFood• Facebook: What’s In Your Kids Food• YouTube: What’s In Your Kids Food

OUTREACH STRATEGYViral Strategy; Word of Mouth• Promote & re-share to friends• Trust/Action in numbers• Create a dialogue• Engage audience by asking for participation• Upload videos/pictures• Share stories

TIMELINE

March 16 May 1April 1 April 16March 1

• March 1: Social Media Launch• March 16: Website Launch• April 1: Increased Engagement/Promotion of Events • April 16: Continued Engagement/Promotion of Broadcast• May 1: Campaign Close-Out

BUDGET• Web Domain:

EVALUATIONConduct baseline assessment• Monitor volume of online conversations• Monitor if visitation: Web, YouTube• Monitor followers: Twitter, Facebook• Successful completion of timeline targets