Digital Strategy | Social Media | Copywriting
OneSky Hong Kong
2021
Under the tutelage of my mentors, I led a team of six students from The Chinese University of Hong Kong to produce a digital media strategy, and a social media content and design guide for the non-profit organisation, OneSky Hong Kong.
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 approached the APACD Sustainability Communications Programme to tap into the expertise of Communications professionals and students to help them grow their general brand presence in Hong Kong and with a more focused approach on their local Sham Shui Po community as well as for the Chinese press.
The Mission
The OneSky Team is tasked to come up with a sustainable communications plan that OneSky 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
Campaign pain points and key objectives
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.
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"
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 are often social media users, we hope to create an instagram account to increase OneSky’s presence on social media. A social media brand and image guideline is created to consolidate the do’s and don’ts of managing the OneSky Hong Kong social media page.
We also hope to integrate media engagement to local media frequented by parents to enhance awareness towards OneSky.
To reach the donors, we suggest possible contacts in local media most frequented by donors. We’ve also proposed suggestions for changes made towards OneSky’s webpage to increase the effectiveness and efficiency of the website.
Social Media Strategy
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People feature storytelling
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Holiday Celebratory content
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:
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
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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
Press Strategy
In order to cement OneSky's position in the local community, we suggest that OneSky could actively pitch feature stories and news of interest to the press. By doing so, OneSky Hong Kong will potentially gain a farther reach amongst its local community, adding credibility onto their functions, as well as evoking the interest of local families in utilising the center’s facilities. The creative deliverable produced to assist OneSky with their press strategy is a boilerplate template that would be attached to the end of OneSky’s press release. Additionally, we also provided appropriate recommendations on the media outlets OneSky Hong Kong may consider contacting to target the appropriate audiences.
The purpose of the press release boilerplate is to provide a short, standardized description attached to the end of every OneSky press release, so that it can be reused anytime. It can establish OneSky as a professional NGOs, and standardized the layout and format of OneSky’s press release.
Creative Deliverable
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Press release boilerplate template
Website Visual Optimisation Strategy
Lastly, we provided recommendations in revamping the layout, copywriting and SEO of OneSky’s existing website. By doing this we hope to enhance audience’s user experience and drive traffic. Here, we provided website suggestions for the revamp of both front-end and back-end functions.
Creative Deliverable
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Website revamp suggestions and mockup
Project Highlights
Campaign Proposal Presentation
Sample pages of the Social Media Content and Design Guide
PLATFORMS
PLATFORMS
Results and Key Takeaways
The presentation of this project produced the following results:
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Honorary mention in the ACAPD-produced article on sustainable comms.
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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.