Blue finishline sqr 01

Race To 50 Digital Campaign Strategy

By lorey.campese

  • Meeting with Chris about redesigning 'Act' page and widget creation

  • Send digital plan for approval

  • Discuss proposed wireframes with Scholtz and Friends

  • Identify high traffic pages for redirect sidebars

  • Reach out to Thunderclap team about custom tipping point

  • Create sidebars for high traffic pages

  • Receive feedback/approval for digital plan

  • Develop mass email schedule

    Email schedule will have to be tweaked based on changing universalization status and timing

  • Write template copy for action emails

    500 words or less with interchangeable titles, positions, government systems, etc

  • Finish script for draw4us and send for approval

  • Identify action email targets

    Top 10 - good geographic mix -- extra Europeans

  • Send final script, music, voiceover to Draw4us

  • Thunderclap storyline and prompts written

  • Schedule Thunderclap promo tweets

  • Finalize blog schedule from March to May

  • Receive storyboard from draw4us

  • Finalize Google AdWords campaign

    Identify target audiences, synchronize peak budget periods (continuing adjusments will be needed), liaise with AdWords team.

  • Finalize organization spotlight tweets

    Develop a showcase of tweets highlighting different Control Arms members. Tweets will be published according to the NGO's home country's ratification. E.i. Norway ratifies -- .@controlarms member FORUM has supported Norwegian ratification efforts

  • Send feedback to draw4us

  • Adjust Thunderclap widget

  • Coalition update before campaign spike

  • Schedule out #RaceTo50 Twitter Facts

  • Receive final low-res version of animation video from draw4us

  • Campaign Spike Begins

    Peak period of digital activity begins

  • #RaceTo50 Email blast #1

  • Reach out to previous Thunderclap supporters