VISUAL STORYTELLING | BRAND STRATEGY | SOCIAL MEDIA
Integrated Marketing Campaign Proposal
ONESKY HONG KONG | 2020 - 2021
ABOUT THE CLIENT
This project was implemented in conjunction with a mentorship programme by Fleishman Hillard, the APACD Sustainable Communication programme (SCP). The APACD SCP connects local university students working on degrees in journalism, public relations, marketing and advertising with seasoned and emerging communications professionals looking to support the next generation of communications professionals and establish their leadership credentials, with a common goal of making an impact on society.
OneSky Hong Kong is a branch under the non-profit organisation, OneSky. Founded in 1998, OneSky partners with communities to provide quality responsive care and early education training so vulnerable children can thrive.
THE PROBLEM
OneSky Hong Kong approached organizers of the APACD Sustainability Communications Programme to tap into the expertise of communications professionals and students, aiming to grow its general brand presence in Hong Kong, with a focused approach on the local Sham Shui Po community and local Chinese press.
THE MISSION
The OneSky Team was tasked to come up with a sustainable communications plan that OneSky Hong Kong can successfully execute with minimum effort and with no budget to spare. The plan would also have to be measurable so that the organisation can track and quanitfy their progress.
Consequently, three objectives have been identified by OneSky Hong Kong:
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Create awareness in the broader community
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Improve their positioning - to be regarded as a local charity and to build a relationship with the community and other NGO’s
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Create fundraising opportunities
IDENTIFYING PAIN POINTS
We identified two key pain points of OneSky Hong Kong:
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Distance from local community: While OneSky is well regarded for their efforts globally, the organization is less known by the Hong Kong community, and has found difficulties in positioning as a local charity, as well as engaging with the local community through the P.C. Lee OneSky Global Centre.
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Low awareness amongst locals: For an NGO that bases it's operations in assisting families and children of the local community, a low top-of-mind awareness implicates that families are unaware of OneSky's many activities, thus lowering the chances of them seeking out the NGO for help.
DEFINING CAMPAIGN KEY OBJECTIVES
In consideration of OneSky’s operations and mission statement, this communication plan serves to provide a campaign targeting the following short-term objectives:
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Target channels most frequented by local parents to increase OneSky’s reach amongst the local community.
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Integrate into the local community by establishing its position as one unique to the community.
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Build word of mouth amongst the locals to increase audience engagement with OneSky’s operations.
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Appeal to the local donor base to expand ONeSky Hong Kong’s Donor Base.
And the following long-term objectives:
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Give local families incentive to engage with OneSky
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Maintain local families and donor’s engagement with OneSky
"The Power of One"
CAMPAIGN TAGLINE
The theme of this campaign is to demonstrate "The Power of One". With this theme, we hope to bring out how 'Under OneSky’s nurturing and professional care, our children develop intellectual and emotional confidence to reach their greatest potential'.
OUTLINING THE DIGITAL STRATEGY
Since our target audience frequently uses social media, we propose creating an Instagram account to boost OneSky's online presence, along with a social media brand and image guideline outlining best practices for managing the page.
To raise awareness among parents, we recommend engaging with local media outlets they frequent. To reach donors, we've identified relevant local media contacts, along with suggested changes to improve the effectiveness and efficiency of OneSky's website.
SOCIAL MEDIA STRATEGY
To achieve our objective in driving parents and the local community’s interest towards OneSky, we suggested how OneSky could effectively utilize the power of the social media platforms; Facebook and Instagram to engage with their audience. Ideally, we recommend that OneSky should aim to post regularly, at least 2-3 times a week for Facebook and 1-2 times a week for Instagram. This would allow OneSky to imprint it’s presence into the minds of the target audience.
To bring out the message that lies in “the potential of one”, the content generated in the posts will be created under the following 7 content pillars:
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Tips for Parenting
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Parenting/ Childcare research
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Promoting Hosted Events
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Partnerships with Donors and other NGOs
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Interesting facts about OneSky Hong Kong
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People feature storytelling
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Holiday celebratory content
Creative deliverables were also produced to guide the curation of OneSky Hong Kong’s social media posts.
Creative Deliverables:
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One Sky Hong Kong Social Media Content and Design Guide
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OneSky Hong Kong Social Media Post Samples
WEBSITE UI OPTIMISATION
Lastly, we provided recommendations for revamping the layout, copywriting, and SEO of OneSky's website to enhance user experience and drive traffic, covering both front-end and back-end improvements.
PRESS STRATEGY
To strengthen OneSky's position in the local community, we suggest actively pitching feature stories and news to the press. This would extend OneSky's reach within the community, build credibility, and encourage local families to use the Centre's facilities. To support this, we created a boilerplate template for OneSky to attach to press releases, along with recommendations for media outlets to target the right audiences.
The boilerplate provides a short, standardized description for every press release, establishing OneSky as a professional NGO while ensuring a consistent format.
Project Highlights
Figure 1: Final Presentation Slides
Figure 2: Sample pages of the Social Media Content and Design Guide
PROJECT RESULTS AND KEY TAKEAWAYS
The presentation of this project produced the following results:
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Honorarily mentioned in the ACAPD-produced article on sustainable communication.
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Positive feedback from the client and APACD judging panel during the final presentation
Some of my key takeaways of this project are:
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Project management under a professional setting: Under the tutelage of my mentors, I was given a lot of insight in the structure of Project Managment in a professional setting.
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Leadership and Teamwork: As the leader of six this project, I saw it my role to ensure that the team was able to progress efficiently and effectively. To achieve this, I established an internal schedule with the team at the very start, ensuring we have clear channels of communication, and discussed contingency measures on the off chance the team was unable to produce the deliverables on time. This allowed my team to easily navigate through the workload and reduce the chances of issues appearing.
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Communication: Having to mediate conversations with my team, the client, mentors and the panel, I saw the importance of communication throughout this project. Operating under the premise to keep communication between parties updated and transparent, I ensured that communication between these stakeholders happened regularly and consistently.