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Table of Contents

I.

xecutive !ummary

Touch A Life Foundation is a non-profit organization founded by the coup e of !a" and #andy$ %ts core "issions are to rescue and e"po&ered traffic'ed and (u nerab e chi dren and to pro(ide custo"ized and ho istic ong-ter" chi d care$ Touch A Life is operating in three countries) *ietna"+ ,a"bodia+ and Ghana$ So far+ in the -S+ Touch A Life has "ost y operated in the .id&est region$ !eop e/s a&areness of the Foundation is sti i"ited and has yet to reach its potentia $ 0ur goa is to create a custo"ized p an for Touch A Life Foundation to de(e op and further its brand na"e in the de"ographic target of co ege students+ age 11-22$ 3e &i be focusing "ore on ,hristian co eges because of their strategic characteristic of ha(ing a .inistry 4epart"ent dedicated to "ission trips$ 3e decide to go into pro"oting Touch A Life a"ong this de"ographic through "any channe s) Socia .edia+ na"e y the "ost popu ar Faceboo'+ 5outube *ideos+ and Traditiona .edia$ For Socia .edia6Faceboo'+ the a"ount of 7buzz8 around Touch A Life/s Faceboo' page and the content posted are decent but sti ea(e roo" for i"pro(e"ents$ !ictures posted shou d co"e &ith re ated stories of chi dren and con(ey the positi(e i"pact Touch A Life has in these rescued chi dren/s i(es$ ,o aboration &ith other popu ar sites to share these pictures and stories shou d a so be considered$

For 5outube (ideos+ tags and better-suited na"es such as 7chi d s a(ery+8 7chi d abor+8 7traffic'ed8 for (ideos shou d be used for easier searching$ %nspiring spo'espeop e such as the 9id !resident are a so a &ay to achie(e "ore (ie&s and create &idespread popu arity$ For traditiona "edia+ pub ications and channe s such as schoo ne&spaper+ f yers+ brochures+ T* channe + radio broadcast in each co ege are the best &ay to reach co ege students$ 4ue to their characteristics of being audio and (isua ads and s"a er scope+ they are "ore "e"orab e and affordab e$ S"a representati(e groups at each co ege are a so a great &ay to connect and spread the &ord about Touch A Life$ They are on-site+ understand the schoo /s cu ture+ and ha(e the po&er of &ord-of-"outh$ Getting in touch and "aintaining a re ationship &ith the .inistry 4epart"ent at ,hristian co ege co"e he pfu in finding possib e (o unteers and aids in fundraising as &e as a source for connections$ Touch A Life has the potentia to beco"e "ore &e -'no&n a"ong co ege students$ A it needs are so"e touches and the desire to connect &ith co ege students$

II.

!ituation "nalysis
". Introduction

Touch A Life Foundation &as founded in 1::: in 4a as+ T; by the coup e of !a" and #andy$ After a heart-touching trip to an orphanage in *ietna" in &hich they e<perienced and &itnessed the hardship and po(erty of street chi dren+ they decided to do their part in sa(ing these chi dren fro" an i fated ife$ They started out &ith renting apart"ents to pro(ide these 'ids &ith "ea s+ c othing+ education+ and support$ After "any s"a rescues+ Touch A Life &as officia y born$ %ts core "issions and actions ha(e a &ays stayed true and been pro(en throughout the year) to rescue and e"po&ered traffic'ed and (u nerab e
3

chi dren and to pro(ide custo"ized and ho istic ong-ter" chi d care$ Touch A Life is operating in three countries) *ietna"+ ,a"bodia+ Ghana$ Touch A Life started out &or'ing first in *ietna" in 2000+ in ,a"bodia in 2003$ %n 200=+ it e<panded its &or' across the g obe &ith Ghana$ 0(er the past ten year+ Touch A Life has co"e to "any successes in its "ission$ ,urrent y+ Touch A Life is supporting o(er 200 chi dren in *ietna"$ %n ,a"bodia+ it is operating t&o safe ha(ens for o(er 3=0 peop e of disad(antageous bac'grounds such as orphaned chi dren+ grannies+ and young un"arried pregnant &o"en$ %n Ghana+ Touch A Life has sa(ed o(er :0 chi dren fro" chi d s a(ery and been &or'ing acti(e y &ith in-country staff to pro(ide short-ter" care and to reunify traffic'ed chi dren &ith their fa"i ies$ %n cases &here reunification is not an option+ Touch A Life a so pro(ides ongter" chi d care that inc udes "edica + educationa + and psychosocia support$ After 0prah 3infrey earned of the &or' !a" did to rescue .ar' and si< other Ghanaian chi dren+ she in(ited her to be on her popu ar ta ' sho&+ >The 0prah 3infrey Sho&$> Since 200?+ Touch A Life Foundation and the ,ope fa"i y ha(e been featured in #eader@s 4igest+ a Ae& 5or' Ti"es fo o&-up artic e+ !arade .agazine+ Bssence .agazine+ etc$+ %n 200:+ !a" authored and re eased the boo' Jantsen's Gift: A True Story of Grief, Rescue and Grace to critica acc ai"$ So far+ the foundation has "ost y operated in a s"a region of .id&est -SA$

#. Competitor "nalysis
There are current y "any organizations that ad(ocate for chi d care and protest against chi d s a(ery and abor$ These organizations range fro" s"a to arge size+ regiona as &e as nationa $ So"e of the "ost successfu organizations and ca"paigns are ai"ing and using the force of co ege

students and young group eaders+ na"e y !assion ,onferences Ca so referred to as the 2=1 GenerationD+ and Stand for Freedo"$ $assion Conferences
http)662=1generation$co"6passion20136

!assion ,onferences+ in the 2013 ca"paign na"ed Bnd %t .o(e"ent+ fro" Eanuary 1st-2th+ a"ong students and their eaders+ raised F3+32?+=G1 to fund 23 causes &ith 1: partner organizations and to shine a ight on s a(ery around the &or d$ Their action p an in(o (es four frontiers) A&a'e- !re(ent- #escue- #estore$ !tand for %reedom
http)66&&&$iH"$org6stand6

Stand for Freedo" started &ith a fe& s"a groups of passionate uni(ersity students and gre& into a nationa anti-s a(ery "o(e"ent$ The ca"paign &ent fro" .arch Gth-1Gth 2013 in &hich it ca ed for standing for 2? hours for the 2? "i ion in s a(ery today to spread the &ord that s a(ery is rea $ %t raised a tota of F132+=::+ &ith its s"a units organizing G10 e(ents+ and co ected 30+000 signatures$

C.

&emographic Target

&escription 0ur target de"ography is co ege students bet&een the age of 11-22+ current y attending schoo s+ &ith a focus on ,hristian co eges and uni(ersities$ They share these co""on characteristics)
G

,o""unicate "ost y (ia te<t "essages$ 3e acIuainted in socia "edias such Faceboo'+ T&itter+ Tu"b r+ etc$+ Li'e (isit (ideo &ebsites such as 5outube for entertain"ent and ne&s updates in their spare ti"e$

.ost don/t o&n a T* or ha(e subscriptions to T* ser(ice$ 'pportunities

,o ege students in genera and at ,hristian co ege in particu ar are considered to be the source for (o unteers$ ,urrent y+ there is a trend of ad(ocating against s a(ery throughout "any ca"puses$ ,o ege students share "any co""on characteristics of their generation in "eans of co""unication+ therefore+ approaching &ith this de"ographic target reIuires different (enues$ Socia "edia and 5outube+ as &e as schoo pub ications+ organizations+ and channe s are the "ost effecti(e &ay to reach the"$ Since &ord-of-"outh is considerab y "ore effecti(e a"ong this de"ographic+ cost of pro"oting per person &ou d be o&er$ Further"ore+ since the scope of those pub ications are s"a er than that of "ainstrea" "edia such as dai y ne&spaper+ nationa and oca te e(ision channe s+ and nationa ne&spapers+ the cost &ou d be "uch o&er and the reach to the target higher$ Another possib e (enue to pro"ote a&areness in a deeper+ &ider+ and "ore consistent e(e is to ha(e a s"a er group at each co ege$ Ha(ing a group that understands and represents Touch A Life "eans)

An insider into the cu ture of that co ege and cou d respond Iuic' y to changes$

Basier e(ent p anning and organizing A point of contact for interested students and facu ty
=

,hristian co eges are in "ore focus due to its specia characteristic of ha(ing a .inistry 4epart"ent de(oted to+ o(erseeing+ and aiding in "ission trips$ 0pportunities that co"e &ith the .inistry 4epart"ent inc ude)

0fficia and readi y a(ai ab e source of infor"ation about "ission and cause-supporting trips$

3ide range of connections$

III. !('T "nalysis

". %acebook
!trength

%t has acIuired si< thousand fo o&ers since 2012$ There ha(e been 222 "entions of Touch A Life throughout Faceboo'$ The page is regu ar y updated$ There are "any interesting (ideos on the page$ The "ission of the Foundation is straightfor&ard and easy to recognize fro" the page$

(eaknesses

.ost fo o&ers are &or'ing peop e$ There is a ac' of di(ersity in interested peop e$

The nu"ber of fo o&ers are "uch ess than those of sa"e e(e of operation+ sa"e "ission+ or created at the sa"e ti"e$ For e<a"p e+ !assion ,onferences has o(er 101+000 fo o&ers on its Faceboo' !age$

#. )outube *ideos
!trength

The (ideos are inspiring and interesting$

(eaknesses

The (ideos/ tit es and tags are ac'ing in description+ &hich "a'es it harder to find the (ideos if the searchers don/t specifica y 'no& about Touch A Life$

The (ie&s sho& that the (ideos are not gaining a&areness a"ong (ie&ers$ The "ost &atched (ideo has on y o(er 2+000 (ie&s o(er the t&o years it/s been pub ished+ co"pared to o(er 1+000 (ie&s on Stand for Freedo" (ideo o(er 30 days since it/s pub ished Chttp)66youtu$be62#1BFA-yn4&D

The 9id !resident co"es fro" sa"e ethnic and has been undergoing so"e hea th hardships$ His (ideo has accu"u ated o(er 1: "i ion (ie&s Chttp)66&&&$youtube$co"6user6sou panca'eD

C. 'ther channels +$rint and "udio,*isual -edia. !mall groups. -inistry &epartment/
So far+ there ha(e been no in(o (e"ents in co ege ca"puses fro" Touch A Life$

I*.

-arketing !trategy
". !ocial -edia,%acebook

,reating "ore 7buzz8 by sharing and 7ta 'ing8 about Touch A Life and6or chi d s a(ery through 7friends8 and 7fo o&ers8$

,o aborating &ith other popu ar sites to share posted (ideos and pictures$

!osting re atab e stories that go &ith the posted pictures$ !osting before6after photos to con(ey the positi(e i"pact of Touch A Life through pictures$

!ro"oting the boo' Eantsen/s Gift by posting (ideos+ in's to purchase the boo'+ ne& artic es+ fo o&-ups+ re(ie&s+ and inter(ie&s$

#. )outube *ideo

,reating "ore search-friend y (ideo tit es and tags to inc ude 'ey&ords such as 7chi d s a(ery+8 7s a(ery+8 7po(erty+8 7chi d abor8+ etc$+

%n(ite and co aborate &ith other 5outube/s popu ar channe s$ 3or'ing &ith inspiring spo'espeop e of si"i ar bac'ground+ hardship+ or de"ographics such as The 9id !resident$

C. $rint and *isual,"udio -edia

Getting in touch &ith the schoo /s pub ications such as ne&spaper+ T* channe + radio broadcast to !# for Touch A Life (ia ne&s artic e+ to broadcast Touch A Life docu"entary$

!utting up f yers and a(ai ing brochures in different depart"ents and schoo /s bu etin boards$

&. !mall 0roups

#ecruiting and educate 1-2 students at e(ery ,hristian co ege ca"pus$ Group/s responsibi ities) recruiting other students+ p anning acti(ities according to the Foundation/s out ine and phi osophy$

Ho ding conference after e(ery certain a"ount of ti"e to re-e(a uation and suggestions for i"pro(e"ents$

. -inistry &epartment

,reating and "aintaining a re ationship &ith the .inistry 4epart"ent at ,hristian co eges and uni(ersities$

AcIuiring he p in fundraising+ ad"inistrati(e process in(o (ing in p anning e(ents$

*.

Conclusion

Touch A Life has a the potentia to beco"e "ore &e -'no&n a"ong co ege students$ %t has e(erything in p ace and ready to aunch to beco"e bigger and better$

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