Greta Colicchia – S00170848 Assignment 4 Social Media Marketing Campaign
The title of this social media marketing campaign is PurifyYourPark. The aim of this campaign is to convince community members that their local park (Woodland’s Park) is important enough to them to keep clean and maintained.
The reasoning behind this campaign is clear: It’s important because the preservation of the environment is a pressing issue in our society today. With more high rises and concrete structures being erected, our parks are a strong tie to our history and a reflection of the beauty of our suburbs. Also, more building developments means less space for nature to thrive, so the parks in our community need to be protected from becoming a part of this trend. On Facebook there are many pages with people projecting outcry over heritage sites and demolitions of structures that have been in the community for decades, so it is clear that there are people within this area that care about issues relating to the image of their community. That is why this campaign will be using Facebook to share their campaign as well as Instagram to tap into users who may not be as involved with local issues.
There are a number of messages that this campaign is trying to get across. One message that the campaign is trying to get across is that although people may move away from Strathmore and Essendon, the park they spent so much time in will always be there for generations to come and needs to be looked after so it remains there for those generations to enjoy as we did. The second message that the campaign aims to get across is that parks are not necessarily self sufficient. They require upkeep from the community to stay in a good condition just like everything else that a regular person would use. Its similar to the notion of if you broke it, you fix it. The third message relates a lot to the overall aim of the campaign and links back to the motivation behind starting it. So many community members are complaining that Strathmore and Essendon’s uniqueness is being taken away from them by developers but these members are ignoring the fact that such a strong part of history is right in front of them and is being neglected. Not too much can be done to stop those developers, but these members themselves can actually do something about this issue.
The target audience in age demographic is broad as the campaign aims to affect people who use the park (all ages), who are disputing the demolition of nearby structures (mainly 40+ ages), environmentalists (all ages) and simply people who live in the area of Woodland’s Park. This audience should all benefit from taking the messages of the campaign on board through a number of ways. By taking 10 minutes to clean up the park, community members will leave with a good conscience knowing that they’ve given back to the community. They will also hopefully gain a sense of pride in regards to their suburb as they have a park they will be proud and also live in a community that cares about its environment.
In terms of competition, this is an environmental issue which means are countless pages and organisations with campaigns hoping to rally people to their cause. Most of these organisations are looking for change to be made by their local council or a higher authority, so they are looking for signatures from community members rather than having the members chip in and help fix the issue. They would use websites like ‘Kickstarter’ or ‘change.org’ to do this. This campaign differs from that because we don’t need a higher authority to create change. Using Facebook allows people to comment and pledge support with their words and find information easily. Also, these 2 platforms rely heavily on visual elements and seeing the damage of the park could inspire others to make a difference.
Instagram – will be used as purely a visual device to highlight the damage done to the park’s pond, what beauty it has left and what it could potentially look like if it was maintained and properly cared for. Facebook – Instagram’s posts will be shared to a Facebook page called Purify Your Park, allowing users who don’t have Instagram (particularly older people) to see what the status is of the situation. In every post on each platform the hashtag #purifyyourpark will be used also to link the campaign to all the platforms its shared on and to make the content appear easily when the hashtag is searched.
Both these platforms will help immensely as they are the most used social media platforms today with millions of users on each.
This is an ongoing campaign as it revolves around a change of behaviour rather than a product or one time event. The timeline is endless in terms of posts and updates. The plan for the campaign is:
- to write a script for the video to be uploaded (a script for the mock up video is attached)
- film the video
- create the video (Link attached at the top of the document)
- create a logo for the campaign name
- (in the meantime create the Facebook/Instagram pages and post images taken from the production day of rubbish and vandalism in the park asking whether you would be proud of it see right for example)
- after a few posts, around 3-4 per week for 2 weeks, post the video to Facebook and to Instagram (Instagram can only upload videos with 60 seconds maximum so upload snippets)
- monitor comments and shares
- every few weeks/months update both profiles with progress or lack of
Delegating tasks would be essential for the campaign to run smoothly. Tasks such as managing the Facebook account and Instagram account would require people with an interest in social media and also marketing as well as an interest in environmental awareness. This would include posting content, sharing content and responding to comments. The campaign will also need someone to design a logo that is both eye-catching and simple to remember.
The Video Itself
Aside from images, the video is the main point of focus in the campaign. It is the component that holds the most information, imagery and emotion which will captivate the viewer. The script for the mock up video is attached and is spoken in the video with a tone of urgency and at some points disappointment in order to make viewers reflect on what they are seeing. The footage consists of two types of angles, one with negative shots showing all the rubbish, dirty water and overgrown vegetation, the other half of the shots showing positive picturesque shots of ducks swimming and nice landscapes with green grass. Having both good and bad footage in the video helps it keep from being too negative and shows the potential the park has to return to its former state which will inspire viewers to help do that. A soft piano song plays in the background, which aims to create a melancholy mood so that viewers will respond emotionally seeing the ducks swimming in dirty water and in turn be wanting to help them swim in clean and safe conditions.
The success of the campaign will be evaluated by the amount of likes on both the accounts and also the content posted, the amount of comments on that content and shares of those posts. The hashtag #purifyyourparks will be included in all content posted by Instagram and Facebook. Searching that hashtag on both platforms will also enable us to see how many people are responding to the campaign by either reposting, or posting photos of their own as they clean up their park.