Service Promotion Campaign - Promotion of Threshold’s Freephone, webchat and other services.

Descriptions

Our campaign, developed within a ten-week timeframe, will be primarily digital, optimised for google, contain a blend of influencer marketing, out-of-home initiatives and partnerships with stakeholders such as civil society organisations, public representatives and government departmentsPhase 1: Week 1-2 Campaign research – Design and discuss our campaign brief, core requirements, potential opportunities, budget, timelines etc., campaign strategy.- Agree risk management strategy and identification of KPIs (including call line volume increase and digital performance stats) Phase 2: Week 3-5 Focus group research - Research each demographic to determine their attitudes, behaviours and motivations. - Test potential messaging (for appropriate TOV, visuals and insights to gauge how planned messaging is being received)Phase 3: Week 6-7 Creative development and production Stage 1 – Design concept ideation and development (between 2-3 concepts). This process also includes the development of audience profiles/personas for each demographic and the identification of channels for ad placements for each audience profile with visual creatives and messaging which will resonate with target audiences Stage 2 – Concept Presentation - presenting sketches of concepts for approval, followed by a presentation of the formal design recommendationStage 3 – Proof of Concept – present concept to relevant stakeholders for approvalPhase 4: Week 8-9 Identification of preferred route. Mapping out of digital and media planGoogle Keyword research and planningDeveloping social media content to support digital advertising campaignReporting update to Dept. of Housing Phase 5: Week 10 Launch of campaign, Campaign goes live - October 21st: 8 week national campaign begins.Review and action on campaign recommendations (week 11)Phase 6: Report stage – measure impact of campaign and report on KPIs - The campaign will report on performance metrics, including the numbers of persons assisted.