Promotion of Threshold’s Freephone, webchat and other services.

Description

Our campaign, developed within a ten-week timeframe, will be primarily digital, optimised for google, contain a blend of influencer marketing, out-of-home initiatives and partnerships with stakeholders such as civil society organisations, public representatives and government departments Phase 1: Week 1-2 Campaign research – Design and discuss our campaign brief, core requirements, potential opportunities, budget, timelines etc., campaign strategy. - Agree risk management strategy and identification of KPIs (including call line volume increase and digital performance stats) Phase 2: Week 3-5 Focus group research - Research each demographic to determine their attitudes, behaviours and motivations. - Test potential messaging (for appropriate TOV, visuals and insights to gauge how planned messaging is being received) Phase 3: Week 6-7 Creative development and production Stage 1 – Design concept ideation and development (between 2-3 concepts). This process also includes the development of audience profiles/personas for each demographic and the identification of channels for ad placements for each audience profile with visual creatives and messaging which will resonate with target audiences Stage 2 – Concept Presentation - presenting sketches of concepts for approval, followed by a presentation of the formal design recommendation Stage 3 – Proof of Concept – present concept to relevant stakeholders for approval Phase 4: Week 8-9 Identification of preferred route. Mapping out of digital and media plan Google Keyword research and planning Developing social media content to support digital advertising campaign Reporting update to Dept. of Housing Phase 5: Week 10 Launch of campaign, Campaign goes live - October 21st: 8 week national campaign begins. Review and action on campaign recommendations (week 11) Phase 6: Report stage – measure impact of campaign and report on KPIs - The campaign will report on performance metrics, including the numbers of persons assisted.