Social Media Awareness Expansion Prepared for: TLC for Kids (Rapid TLC) Prepared by: Emily Wheare, Latrobe Agency 9 September 2015 Proposal Number: 000-0001

RAPID TLC

EXECUTIVE SUMMARY

What is RAPID TLC

The RAPID TLC Program is the fastest referral system of its kind in Australia. Approved healthcare professionals can contact us to request free emotional and practical support for sick children in need, and their families. TLC for Kids is committed to responding to all requests immediately, actioning them within 24 – 48 hours, if not within the hour; hence the name ‘RAPID TLC.’ With rapid turnaround and no restrictive criteria, TLC for Kids strives to ensure that no child misses out.

Problem

Rapid TLC is looking for ways to increase its connection with the “Social Media Generation” and help younger supporters to donate money for charity, while increasing its presence on Social Media Platforms as well as increase revenue.

Possible Solutions

There is more than one solution to this issue. This generation of supporters don’t believe in one way communication such as cold-calling or EDM (email direct marketing). They want to see, how they are making the difference towards the charity. After polling people online these are the results. 39% of younger people would rather see it as Facebook advertising/boosted post than an application or traditional marketing.

Solution A) Facebook Advertising; Advertising on Facebook can reach about 1 billion people a day.

This can be beneficial because you are widening your audience reach and you can also choose who you are targeting too. Facebook Advertising also allows video embedding. RAPID TLC could show what the donations go towards and the benefits of donations. By doing this; they will re-connect with the “Social Media Generation” and also increase revenue. However, the main problem would be; “Adblock servers.” People can run through their browsers, thus removing adverts. The solution would be to boost posts with embedded content normally reserved for advertising and would

RAPID TLC

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Facebook Advertising Charity ApplicationsTradtional Marketing Instagram

allow people to like the parent (TLC for kids) page. Also, Rapid TLC would need to create it’s on Facebook page as a separate entity to the parent pages to share each other posts. The design of the page would be similar to TLC for kids but with a sole focus of promoting Rapid TLC.

Solution B) Applications; In order to establish RAPID TLC in an application format. You would need to either use Linux or CSS code to develop a custom made application which costs time and money, or you could register your charity on a pre-existing application and have that application create you a custom account which allows people to directly download the main application such as,

- Instead, - CharityMiles, or, - OneToday. All these application platforms are compatible with iOS and Android phones and this would remove the start up costs of coding and building applications.

Solution C) Instagram; It’s a simple way to capture and share the world's moments. Transform your everyday photos and videos into works of art and share them with your audience. This can help RAPID TLC visually connect with their audience. People can see where the donations are going and how they are benefiting children in need.

This example post would show what type of content your audience would like to hear about. Instagram posts can be beneficial if you follow four methods. A) Storytelling from the ground up; this allows you to tell the story in a raw and simple way. It allows people to see and understand the issues at hand.

B) Stream and Promote Events; Using Instagram at an event means those not at the event can easily follow what's going on, and those present can share their photos with each other. Why hire a photographer when you can have hundreds of images taken from the unique perspectives of those present?

RAPID TLC

C) Mixing Professional and Personal Personas; Letting people into the private and professional life could make profile more interesting & more prone to celebrity-type followers who might not follow some of the more traditional charities. This could also create new types of supporters for the charity.

D) Creating and Sharing Videos; In June 2015, Instagram launched a free video feature that allows 15 second videos. It's new, it's easy, it's free, and there's no pressure to put out a polished film-the more natural and un-edited the better! Videos can capture stories that photos just can't, as this woman's walk to her new borehole vividly shows.

Instagram and Facebook can be linked together to cross promote content between platforms. This can help increase reach and frequency of the audiences.

Instagram Example Layout #1

Facebook Example Advert

Our friends at MOR candles have created a limited edition TLC for kids Candle. Get yours today.

www.tlcforkids.com.au

BUDGET Facebook Predicted Costs:

Costs can be varied depending on factors such as, Cost, Advert Type, Duration and Reach.

With Facebook Advertising, (Post Boosting), You can customise your audience based on your location, interests and ages. For Rapid TLC, the ideal audience and audience factors will be.

Location: Melbourne, VIC and AustraliaInterests: Health, Charity, Community Organisations, Children’s HealthAges: 18-45+ (This ages from young adults to parents) Start Budget: $4.00Est. People Reach: 2,200-3,100 people Ideal Duration: 7-10 day blocks. Ideal Page Posting: 3-5 days (twice a week)

We can also increase the recommended Est. People Reach by sharing posts between the parent page (TLC for kids) can add 10%-15% extra reach towards Est. People Reach.

Ideally we can increase the total budget to a higher amount and increase duration to gain more viewers and more traffic towards the website and increase the amount of donations.

Traditional Advertising Predicted Costs:

Although it was the least popular option, Traditional Advertising can be a positive factor in Social Media Awareness, It can be triggered to young families by using traditional methods in a modern platform.

Radio.

Radio is still one of the most popular advertising platforms and is also moved to an online space. Major Radio stations such as MIX 101.1,Gold 104.3 and Triple J 107.5 have radio shows online for consumers to listen too whenever and wherever they go. We can use this by having the hosts do a “sketch type” promoting the product or a 45 sec to 1 minute advert between segments.

Research concludes that; radio will be expensive but quality promotional time needed by RapidforTLC. We would focus on Sponsorship Credits or Advertorials. Sponsorship credit allows us to pay the radio stations to promote our product as part of the segment or we would focus on advertorials; advertising between segments when the hosts advertise the product for us but it’s live.

From checking with Radio Guidelines Australia; I can confirm that Cost is based around time of day and time frame of the advert. By choosing the 6am- 6pm time slot, I would spend about 10% more but the reach would be increased by 15-30%.

I chose Mix, Gold, Triple J and Smooth due to it’s high Social Media presence compared to other radio stations. They promote daily segments on their SM platforms. This will allow us to have a 2 for 1 advertising deal. Although I couldn’t find costs for Gold and Smooth Fm’s Studio Time for Advertortials.

Company Time Frame Costsx ad length

Time of day Studio Time $$ Total cost

Mix 101.1 45 seconds $75 x 15 ads 6am-6pm $120 $890

Gold 104.3 1 min $100 x 10 ads 6am-6pm ? $1000

Triple J 107.5 45 seconds $90 x 15 ads 6am-6pm $120 $1470

Smooth FM 91.5

1 min $110 x 10 ads 6am-6pm ? $1100

Instagram Predicted Costs:

Instagram’s costs are difficult to calculate, The only thing you could cost is the man hours of running of the SM platform. Good adverts are based on 1 or 2 posts a day. They need to fun and concise and be straight to the point with revenant hashtags. Posts can be planned ahead with a Social Media Manual Post; a simple word document that tables the type of posts and what time the content is posted. A good post will help reach the audience without being too bold.

Application Predicted Costs:

Applications such as Instead, CharityMiles, or, OneToday , however all of these sites don’t mention or specify a joining up or a admin fee.

Building your own application would be costed in hours of work, development time and whether it’s outsourced to a private/freelancer. The average v1. app according to como.com.au would cost $9000 to run and maintain and another $7000-1000 to run. I would advise against applications.

OVERALL BUDGET

Platform Overall Cost Predicted Reach

Facebook $40 plus extra clicks 2,200-3,100 per day

Instagram Man hours ($24 a hour) 800-12,00 per day

Applications Unknown Based on application

Tradtional (Radio) Variant 2,000-4,000 per day

PERSPECTIVE LAUNCH;

We would ideally like to launch around the time of TLC’s “MyToyStory” as discussed on September 7th with Shane Rees, Carina Nevill and myself. We talked with TLC and discussed launching “MyToyStory” in Mid to Late October. This would ideally allow us to merge content and possible increase our reach by linking between our pages. TLCforkids would be classed as our parent page.