MUJERES FUERTES, IMPACTOS FUERTES
PHASE 1 – POLISHING OUR TOUCHPOINTS
To polish the main touchpoint of the NGO, we built a new website with a modern and clear layout, intended to be more informative and engaging. Based in a Content Management System, the website can be update by themselves when the campaign is over.
In order to teach them how to manipulate the platform, we are offerning them a short training, in order to give them autonomy to keep updating when it is necessary.
An institutional video, showing in a documentary style how does Asociación Pato Amarillo works, from the point of view of the atendees and volunteers. The story inspires a hero journey, from the Drug Crisis in the 80s, when the NGO started up to nowadays, where some atendees structured their lives and become volunteers.
From this institutional video we already start to put Mother’s Love in context and also offer the tagline Ayuda a Quién Ayuda. This video is intended to last long, after the end of the campaign.
PHASE 2 – MAKING NOISE
The Landing Page of the campaign is the main touch point to the actual donation to the renovation of the building.
The main call to action must lead to the crowdfunding platform. It will be linked to all the posts during the campaign. The Patometro is a gaming component to engage people around the target.
Also in the Landing Page, people will be invited to help Pato Amarillo in different ways and, also, the institutional video will show the story of the NGO.
Three short interviews with the founder, Pilar Aural, and two volunteers are building the concept of women’s strength how much hard times can encourage high impact attitudes. Teasers will be posted on social media in Pre-Campaign Phase and the whole interviews are going to be posted on the weeks following the Mother’s Day.
To enrich our digital efforts and create a larger impact and buzz about the new Pato Amarillo campaign, we will use key Spanish personalities as brand ambassadors. The idea is to send press kits to selected strong women influencers that are in line with the Pato Amarillo discourse so that they can spread awareness about the NGO through their own social media pages. We are now in search of contacts and have a list of possible ambassadors who have a connection with Pato Amarillo or with the women empowerment movement.
The core of our launch strategy depends on Pato Amarillo’s social media fanpages. All video pieces will be released through this point of contact together with supporting material regarding the specific launch campaign and more generic institutional awareness pieces. The main buzz around the campaign will happen in the 3 initial weeks following the big launch on Mother’s Day. On the following weeks we will sustain the message through static posts and informative materials regarding the IE talks event.
PHASE 3 – KEEPING THE BUZZ
After the launch of the campaign is expected a shrink on the amount of donations, shares and engagement with the material. To extend the buzz and also agreggate value and more content to the campaign, we expect to host, at IE, an event. Following the TED Talks format, the idea is to bring powerful women to tell their stories of success in personal or business life.
The event will be produced by Team D, in partnership with the IE’s Marketing Department and Women in Business Club – in a way that we can also involve the university community. The speakers must be suggested and decided by the stakeholders – Pato Amarillo, IE, Women in Business Club and Team D.
Deadline for Setting the Speakers: May, 9th
Event: Week Starting in June, 4th