Never was a cause-oriented project this exciting!
Just a few weeks ago, our Orcom152 teacher gave us our tasks and assignments for our final project; it was either an employee-concerned issue of a very popular food chain or a fund-raising/ volunteer-related issue of a specific government hospital. We were fortunate enough to land on the latter. The main objective of this class requirement was actually to produce a communication plan, which detailed the traditional and/or new social media (NSM) tools that we deem were important in achieving our objectives.
In approaching this issue, we started out by asking ourselves questions revolving the following aspects: brand differentiation, tradition and/or new social media mix, goals and objectives, measures and activities that we deem will be essential in reaching our team’s goal of providing our client the optimum benefits with the least number of costs and drawbacks.
Due to the nature of the hospital, we rationalized the use of a combination of the traditional and the new social media tools, such as brochures, posters, invitation letters, PSAs, and the website.
There were two main highlights of the project, and coincidentally, these two highlights also seem to be the most crucial stages of the project construction:
1. identifying (and segmenting) our specific target, and
2. deciding which from the wide array of traditional and NSM tools will serve the most benefits (in terms of cash donations and volunteer turn-out).
Although the original concern of the organization was on fund-raising events, our team took a broader perspective, and saw that a more pressing problem of the foundation was there very low volunteer turn-out. Hence, the birth of our campaign, the Passion. Action. This very cool, unique project seeks to address the previously mentioned dilemma of the foundation by heightening awareness (especially among the youth), driving attention to the foundation and their events, and encouraging more volunteers to share their time, effort and/or money to this very humble act of harmony, charity and generosity.
We actually just recently defended our project in front of our professors and the guest panelist, and it was a bit nerve-wrecking. Nonetheless, I was fortunate enough to work with very fun-loving yet hardworking individuals. And so to my co-team mates, the Pixie Chicks, kudos to all of us! We did great! (“,)
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