Campaign Proposal: "Vet Net"
Campaign Overview
The Vet-Net (short for veteran network) serves as an internal communication hub for volunteers and customers to stay informed on valuable website and social media updates, as well as an external outlet for donors and volunteers to learn about how they can contribute to the organization and all that they offer to veterans and the community. Vet-Net providing brand consistency will make internal communication easier, which will improve external communication in turn.
​
This campaign will be a six-month process of refreshing the social media platforms and encouraging followers to like, share and engage with Robin's Home. At the end of this social media initiative, there will be an in-person giving day, with a purpose to support the food pantry and increase volunteers at the Robin's Home H.E.A.R.T Resource Center. ​
What is Vet-Net?
​​
-
A strategic social media campaign driven to increase engagement on Robin’s Home social media platforms. ​
-
The Vet-Net (Veteran network) serves as an internal communication hub for volunteers and customers to stay informed on valuable updates, as well as an external reach for donors and volunteers to be encouraged to join this organization in their mission to support the community. ​
-
By integrating Vet-Net, Robin's Home can establish a familiar brand identity online, which will result in stronger awareness and viewership externally. ​
​​
​
Communication Problem Statement
Communication Problem Statement Robin’s Home faces a lack of online awareness resulting in a decrease in public recognition, volunteers and donors along with weak engagement on its social media accounts.
Target Audience
Social Media Users
-
Generation Z, ages 18-25
Objectives
-
Increase Robin’s Home social media engagement by 40% (100 likes, comments, and followers combined) by November 1, 2025.
-
Increase Robin’s Home monetary donations by 30% ($20,000) by November 1, 2025.
-
Increase Robin’s Home volunteers by 15% (5 people) by November 1, 2025.
Our Goal
Robin’s Home will generate higher engagement across all social media platforms through targeted content creation.
Our Strategy
Enhance Robin’s Home online presence by referencing templates, a content calendar and consistent posting on all social media platforms.
Campaign Strategy Proposal Document
Our strategy proposal document showcases the important elements of our approach to "Vet Net" and how our research plays into the decision. The proposal highlights "Vet Net's" plan to reach its desired outcomes and serves as a roadmap to the campaign's planned impact. Download to view the full document below.
