The client for this campaign was the University of Oregon as we created a fundraising campaign. My team and I were tasked with helping UO build permanent housing on the University of Ghana’s campus. In its honor, the building would be named “Oregon House.” Noted below are social media executions from our campaign book and attached is our slide deck we presented to our client.
On the team, my responsibility was the media planner. I identified channels to reach our primary and secondary audience. I used Simmons Database to analyze psychographics and engagement with social platforms through index values. I also used sources such as Foundation, MR Benchmark and Double the Donation to research fundraising trends as well as effective strategies. In our media plan, I also created a timeline with justification based on data and statistics and developed a budget based on cost-per-click (CPC). In addition, I incorporated an evaluation plan that utilizes A/B testing that would provide during-campaign adjustments depending on which visuals, copy and button placement options are most effective.
