Social Media Marketing Plan Project

Broadway’s Babies
MKTG 410
Dr. Naletelich
Sarah Thatcher, Sarah Hurd, Abby Kelly, Sam Schoeps, Claire Shallow
 Table of Contents
SITUATION ANALYSIS................................................................................................................................ 2
INTERNAL ............................................................................................................................................................... 2
EXTERNAL .............................................................................................................................................................. 3
SOCIAL MEDIA AUDIT ......................................................................................................................................... 7
SWOT ANALYSIS .................................................................................................................................................... 18
SOCIAL MEDIA OBJECTIVES & BUDGETING ....................................................................................... 20
TARGET AUDIENCES & PERSONAS ....................................................................................................... 22
PARTICIPANTS ..................................................................................................................................................... 22
BROADWAY CELEBRITIES & INFLUENCERS ................................................................................................ 25
DONORS................................................................................................................................................................. 28
SOCIAL ZONES & SOCIAL MEDIA PLATFORMS .................................................................................. 31
ZONES .................................................................................................................................................................... 31
SOCIAL MEDIA PLATFORMS ............................................................................................................................ 31
CREATIVE STRATEGY ............................................................................................................................. 33
REBRANDING BROADWAY’S BABIES: NOW... CAUSEWAY TO BROADWAY.............................................................. 33
WHERE DOES YOUR MONEY GO? ............................................................................................................................ 38
YOU ARE LOVED CAMPAIGN ................................................................................................................................... 44
I’M WITH CAUSEWAY .............................................................................................................................................. 53
GIFT AN IMPACT ....................................................................................................................................................... 60
ACTIVATION PLAN ................................................................................................................................... 68
MANAGE & MEASURE .............................................................................................................................. 72
REFERENCES ............................................................................................................................................. 74
APPENDIX .................................................................................................................................................. 75

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 SITUATION ANALYSIS
INTERNAL
Opportunities: The customer currently has a decent size following their social media accounts
and their current efforts. Their Instagram is strong at over 1,600 followers while their Facebook
stands at almost 1,000 likes. This means that they have grown their account to this standing with
their current social media strategies. If they now plan to improve on their strategy and work for
more cohesive and blended efforts, this has the potential to attract an even larger audience.
This non-profit organization does have a very specific and driven message that hits peoples’
hearts. The message itself has so much potential if targeted and driven at the right target market.
Because some young people are on social media for 3-5 hours a day, there is so much
opportunity for this organization to utilize the reach and exposure that comes from a driven
social media campaign. It is about simplifying your message and having a clear execution to
your campaign on all levels of social media.

Culture: Because of other competitors in the market, it takes a very professional and put
together overlook to grab an audience’s attention. Corporate culture has individuals specifically
running their accounts and surveying their market to determine what is the best route to take with
their marketing. Campaigns are shown in an extremely cohesive and impersonal way. Smaller
businesses need to be able to clarify the difference between personal accounts and business
accounts -- it's easier for owners to create a too personal and messy social media presence.
If organizations want to be taken seriously and succeed on social media, corporate culture has
created a standard that must be met of a cohesive and put together brand image.

Resources: Broadway’s Babies may not be the largest nonprofit in this sector, but they still do
have the opportunity to leverage networking of the Broadway community as well as their current
presence on social media. Additionally, there are certain sponsors that have donated to the cause
-- these benefactors have connections throughout the community that have to be utilized.

Preparedness: Currently there is no stabilized social media plan that is in place. This
organization needs to have a set calendar of social media efforts planned out because from the

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looks of their multiple platforms, it seems like some things are thrown together or the accounts
are used for personal use rather than business.

EXTERNAL
Current Customers:
The customers of a nonprofit differ from that of a for-profit. The customers of a nonprofit
business include financial donors and supporters of the organization, the “clients” whom the
NPO serves, and the staff and volunteers who work for the organization.
In Broadway’s Babies case, their customers include:
1. Broadway’s Babies’ financial donors
2. The youth who are a part of Broadway’s Babies programs (and those communities as a
whole). More specifically:
• Youth at Shanti Bhavan Children’s Project in India
• Youth at Lekol Sen Trinite and at Wings of Hope in Haiti
• Youth at the five NYC Urban Assembly Title I schools (School for Government
and Law, School of Law and Justice, School of Design and Construction, Bronx
Academy of Letters, and School for Global Commerce)
• Users of the Women in Need Homeless Shelter in NYC.
• LGBTQ+ youth aged 13-22 at Big Apple Performing Arts (BAPA) and The
Center
3. The staff workers and volunteers at Broadway’s Babies: All staff workers and Broadway
Ambassadors, and other volunteers at Broadway’s Babies

Competitors:
Main competitor’s identified by Broadway’s Babies -
• Broadway Cares/Equity Fights Aids - IG: 80k followers, FB: 84k likes, 87k followers
• ASTEP - IG: 3.3k followers, FB: 5.2k likes, 5.4k followers
• Broadway Dreams - IG: 14k followers, FB: 14.2 likes, 14.8 followers
• Broadway for All - IG: 1k followers, FB: 627 likes, 646 followers
• 52nd Street Project
All competitors use Instagram (posts and stories), and Facebook:

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*Audience size based on number of followers per account, as of 9/30/2020

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Environment:
TikTok is a rising platform where marketers are unsure if “the hype will last” (HootSuite
Social Media Trends, 2020). TikTok provides valuable insight into social culture and
collaboration with users. Could increase the conversational piece for Broadway’s Babies social
media ~ assuming TikTok platform is not taken down. Since Broadway’s Babies is huge on the
visual arts, and works with a youthful crowd, TikTok is the perfect platform to promote the
organization to their target demographic. The options for content creation align with the services
the organization provides and would make the organization more engaging. This Tik Tok metric
is something to keep an eye on, and something to act on.
Influencer marketing is continuing to be a large way for brands to communicate their
value through multiple channels. Investing in influencers is cheaper than running Ad campaigns
and helps disseminate information about a brand in a more authentic way. If people can see that
Broadway’s Babies is a brand that actually does good, is legit, and creates valuable outputs in
society, people are going to be way more likely to engage with organization - influencers are a
great way to do that. The organization already has influencers, seeing these metrics and the
continuation of the influencer marketing trend is a good sign to step on the gas pedal with this
part of their business.
Increase in AI trends/chatbots can be an interesting way to engage with an audience on a
website. If they are confused about anything, having a chatbot to answer quick questions (what
the organization does, where they’re based out of, what the organization has done/how much
raised (quantitative metrics), etc.) would show that the company is more technologically
advanced. Rising use of AI means a declining cost to use, something to look into but not a
pressing issue for the company.
Streaming platforms are increasing and becoming a popular way for brands to interact
with their audience. This can mean that there is a chance for product placement, branded
integrations, and co-promoters. Even the use of IGTV is a good way to go. The rise of streaming
video provides an opportunity for brand collaboration. Broadway’s Babies can potentially work
with complimentary brands to stream/do an IG Live about their organizations, ways people can
help, and how their organizations are serving the community, or how their company tactics are
serving their brand’s mission.

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 Social commerce is rising (and social SEO), so it is so important to integrate all social
media channels, be intentional with word choice, visual content, and collaborations. Making sure
that the brand is cohesive with messaging as well as purposeful in communicating the mission,
how the tactics are conducted, and success of organization is so important. People want to feel
good about work they’re doing, so making sure that metrics are accurate, transparent, and easily
accessible is a great way to boost social commerce, customer satisfaction, and audience
engagement. People will also be more willing to repost content to their personal sites if the
organization has a professional impression and is active on their goals/social media
channels. Two-way communication.
Personalized Marketing is on the rise, with so many different ways to track customer
behavior available now, it is easy for companies to acquire this data and use it to carefully target
their messages to their ideal behavior (through buyer personas).

SOCIAL MEDIA AUDIT

Voice and Style
From the perspective of the website, there is a clear division between the mission, how to
help, as well as success stories from Broadway’s Babies. It would be more beneficial,
structurally, if the mission was the first thing that visitors saw on the website, as it is confusing
on what the intentions of Broadway’s Babies are just from the title. There is a dark tone on the
website, which can be viewed from two different perspectives; one being that it gives the feel of
the inside of the theater, while the other does not promote the impact the organization is making
on the student's lives. Later sections will demonstrate ways of brightening the brands image to
create a more welcoming atmosphere to the platforms. Something that is missing is the physical
content of performances from the students that they work with. It would be more engaging if
there was an audio aspect to the website of a performance playing in the background, or videos
that the website visitor could view as they scrolled through. In addition, creating an overall
theme with correlated thumbnails to the videos both on the website and YouTube can create a
more unified brand experience. There is an inconsistency between the logo colors on
Instagram/Facebook and the logo colors on the website, making it unclear to the visitor if the two
pages are connected or not. With a simple change of selecting one logo to represent all the
platforms, it will help in increasing brand recognition for site visitors. The strength that

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Broadway’s Babies has on Instagram is an abundance of story categories where visitors can
watch the content of previous events and interviews. Also, some of the interesting aspects of
their Facebook posts are that every post begins with a capitalized title that draws you into
reading the remaining content. The overall voice and message they are trying to portray are
motivational, however, there should be a stronger call-to-action for website visitors, as well as
involvement opportunities for students that are interested in working with Broadway's Babies.

Publicity
Broadway’s Babies mentions their social media presence briefly at the bottom of their
website, with small icons with the links attached to them, however, there is nothing else said
about their social media presence anywhere else. They also have a very prominent YouTube
channel, and yet the channel is not linked on their website in the social media section.
Broadway’s Babies video content is one of their most valuable pieces of content and can provide
their viewers with an insight into the opportunities they provide for students. It would be
beneficial if they provided a link page on all of their social media platforms that would allow for
easy flow between the numerous social media sites. By doing this, it would lead to better
engagement between the platforms and a better overall understanding of the mission that
Broadway's Babies are trying to pursue.

Stats/Measurement:
YouTube

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 Broadway’s Babies should expect to have a significant amount of their audience
interacting with their YouTube Channel due to the fact that they are a performance based non-
profit whose majority of content is Performing Arts. Their content averages 50 views per post,
yet 99% of their views are from non-subscribers, which demonstrates that the users will see the
video, but non interact any further.

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Facebook

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Broadway’s Babies can see a large range of age interactions with their viewership on Facebook,
ranging from 18-65+. When looking into the physical content interaction, there is significantly
more interaction with the video posts over the photo posts, which relates back to their audience
interaction being mostly around performing arts. Broadway’s Babies can finally see that the
majority of their views come during the middle of the day, with peaks around the morning
commute, lunch, and evening commute.

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Instagram

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 Broadway’s Babies can see a significant amount of their younger market being active on
Instagram, with a significant percent of their audience being female. Broadway’s Babies can
once again see their most active times at lunch and the evening commute from their following.

Conversation Analysis
A five-month examination of Instagram, Twitter, Facebook, LinkedIn → March 2020 - August
2020. Please refer to the appendix I for breakdown of conversation analysis by platform.
• Positive = good comments and interactions
• Negative = bad comments and interactions
• Neutral = no comments or comments with no effect (tag)
Overall, Broadway’s Babies posts were neutral with no comments. The posts that did seem to get
interaction were videos of student concerts or performances. This type of content will resonate
with the audience and create an emotional response that will create the urge to be a part of the
organization.

Instagram - Almost all of their posts are positive with a few neutral posts. None of the posts
received more than 12 comments. There were also two LONG breaks from posting any content,
which will decrease audience engagement and possibly reverse any progress made within the
platform. Content about the ambassadors tend to receive the least amount of interaction from the

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audience. This may be because it’s not interesting enough to the audience. In terms of creating an
urge to participate, the ambassadors don’t seem relevant enough. Content about students’
concerts and scholarships are most successful. These posts act as testimonials that speak on the
impact that Broadway’s Babies is having on youth. This content enhances the brand and
resonates with the audience the most. Instagram has the most potential to gain even more
traction. Interactions with the audience can be amplified with an excellent strategy in place.

Twitter - Broadway’s Babies tweets were neutral and had no comments from their audience.
The account posted 50% less content compared to Instagram and Facebook. Overall, there was
less interaction than Instagram (less likes, comments, retweets). Broadway’s Babies took
multiple breaks from posting any content on Twitter.

Facebook - The content mirrors almost all of their Instagram posts. The majority of their posts
were neutral with a few positive interactions. They didn’t post any content for half of July and
the entire month of August.

LinkedIn - Broadway’s Babies is not currently posting any content on LinkedIn. It is

recommended that they utilize the platform. It can be a great way to reach corporate firms that
could become huge donors.

YouTube - All of their videos are deemed neutral. This is because they have the comments
turned off (recommend that they are turned on). Their videos on YouTube could be great content
to include in posts on all platforms. It would be an excellent way to showcase what they are
doing and will tie all of their platforms together and create consistency.
Broadway’s Babies content is a mix of several different types within two broad categories. They
post a lot about their employees and Broadway volunteers/ambassadors. They also post about the
youth they are involved with. This content includes pictures or videos of them in classes, at
practices, or about those who have won scholarships. They also post about their concerts. With a
lot of them being virtual due to the pandemic, Broadway’s Babies uploads a short video clip of
the performance. On some platforms, they also did post about current social issues.

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People who are directly involved with the organization tend to post/talk the most about
Broadway’s Babies, i.e. employees, volunteers, and ambassadors (who mostly mention the
concerts). The client utilizes a variety of hashtags, and do not follow a consistent pattern.
Common hashtags used are #Music, #Broadway, #Inspiration, #Learning, which are not very
specific to their organization’s mission and does not drive traffic to their platforms.

Throughout all platforms, Broadway’s Babies uses multiple hashtags on a majority of their
content. These hashtags relate to location of the post and the content of the post. Broadway’s
Babies does not respond to the majority of comments on their posts which is causing them to
miss out on important engagement opportunities. We strongly recommend that they monitor their
posts more and respond to as many comments as possible.

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SWOT Analysis

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 SOCIAL MEDIA OBJECTIVES & BUDGETING
1. To increase general brand recognition by 50% or 1,000 impressions per post by Dec 31st,
2021.
Currently Broadway’s Babies impressions are not at the level they want to be reflected,
therefore, a main goal would be for the organization to increase their brand recognition among
followers. This goal is motivated by the need to transform regular followers into dedicated
donors. To start this transformation process, a starting point is to increase the number of current
followers that are familiar and educated about your organization. Brand recognition increases
when people who know what your company does and can point out your organization amongst
the rest. Broadway’s Babies is currently lacking in this department - not only do followers not
interact with their platforms, but the organization unsuccessfully clarifies their mission on their
social media platforms alone. While diving deeper into Broadways Babies’ social media
platforms, there wasn’t a huge incentive to donate or true documentation on the impact of
donations. Through implementation of this plan, there will be an increase in brand recognition
measured by the level of increased impressions and donations.

2. To increase social media engagement by 40% or by an average of 30 actions taken per

post by Dec 31st, 2021.
Increasing social media engagement leads to an ultimate increase of total followers, likes,
comments and shares on Broadway’s Babies social media platforms. As social engagement
increases, so will the organization’s perceived brand value to their followers and donors.

3. To increase the number of Broadway influencers by 15 people by Dec 31st, 2021.

The individuals who represent Broadway’s Babies are the face of the brand. Students
who are currently part of the program and want to be part of the program look up to these
individuals as mentors and who they aspire to be in the future. With that being said, Broadway’s
Babies should strive to increase the number of Broadway influencers who are recognizable to the
public eye and who, in turn, are ambassadors of the brand. Through the eyes of the Broadway
influencers, they want to work with brands who are well established and demonstrate a strong
mission. If Broadway’s Babies moves towards creating a stronger social media presence, they

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will be able to sign on more recognizable Broadway figures, and in turn, gain more participants
because of that.

4. Add 5 additional corporate sponsors by Dec 31st, 2021

In the original client meeting, it was stated that an ongoing goal for Broadway’s Babies is
to gain more corporate sponsors. By creating an objective of five additional sponsors, it will
allow for Broadway’s Babies to have a higher resource pool, and overall reach into an
underserved target market of theirs. These corporate sponsors are a crucial component to the
organization’s continuation of exponential success through partnerships with people in higher
positions of power that have the ability to donate large sums of money, as well as create a
positive brand association. This objective aims to increase Broadway’s Babies credibility as well
as their resource pool.

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 TARGET AUDIENCES & PERSONAS
PARTICIPANTS

Demographics/Geographic
Age 33 - 48
Gender Male/Female
Location New York City, NY
Cultural Background N/A
Nationality N/A
Marital Status Single/Married
Number of Children (if any) N/A
Education Level College degree
Occupation Teacher, Guidance Counselor
Annual Income $43,000 - 71,000
Living Status N/A
Religion N/A
Languages spoken N/A
Disabilities N/A
Political Affiliation N/A
Psychographics
Personality Caring, helpful, kind-hearted
Values connecting with others & making a difference in
Personal values the community and the world, family & friends are
important
Interests and hobbies Volunteering
Attitudes N/A
Lifestyle N/A
Preferences and dislikes N/A
Social Media

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What are they interested in that Entertainment, impacting children’s’ lives, making a
the client can provide? difference in the community
Where do they usually hang out
Facebook, Instagram, Pinterest, LinkedIn
online?
When do they look for the type
Throughout their workday, evenings after work
of content you can provide?
Why do they consume the To discover new ways to help their students, to make a
content? difference in their school
How do they consume the
Watch videos, look at pictures, read articles
content?

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BROADWAY CELEBRITIES & INFLUENCERS
Demographics/Geographic
Age 20-40
Gender Male/Female/Other
Location New York City, NY
Cultural Background Any
Nationality Any
Marital Status Single or Married
Number of Children (if
any) N/A
Education Level Bachelors of Arts
Occupation Performer (Actor, Dancer, Singer)
Annual Income $75,000+
Living Status
(homeowner, renting etc.) Renting/Apartment Owner
Religion N/A
Languages spoken Multiple Preferred
Disabilities N/A
Political Affiliation N/A
Psychographics
Personality Outgoing, Type A, Extraverted
Personal values Values community, family, love, support of one another
Performing for others, spending time with friends and family,
Interests and hobbies
giving back to the community
Attitudes Work towards further career through positive association.
Lifestyle Hardworking and driven
Preferences and dislikes N/A
Social Media

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 Looking for success through positive association with
What are they interested
organization. By working with them they have the opportunity to
in that the client can
add that volunteer work to their resume and networking
provide?
possibilities.
Where do they usually
Instagram, YouTube, Facebook
hang out online?
When do they look for
the type of content you Weekdays
can provide?
Why do they consume
Entertainment and networking events
the content?

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DONORS
Demographics/Geographic
Age 30 - 70
Gender Male/Female/Other
Location New York
Cultural Background Any
Nationality American
Marital Status Married
Number of Children (if
any) 2
Education Level Masters or PhD
Occupation Business Owner, Work affiliated w/ Broadway, Art or Music
Annual Income $100,000 - $250,000 +
Living Status Homeowner
Religion N/A
Languages spoken English
Disabilities N/A
Political Affiliation N/A
Psychographics
Personality Caring, Ambitious, Sociable, generous
Personal values Giving back, community-oriented, inclusion, equality
Interests and hobbies Traveling, volunteering, going to shows/museums
Attitudes Believes they can make a difference
Lifestyle Spontaneous, worldly experiences, fun,
Likes:music/arts, education, spending time with friends,
Preferences and dislikes
shopping; Dislikes: staying in on weekends
Social Media
What are they interested
in that the client can Entertainment; Feel good about themselves for donating
provide?

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Where do they usually
Facebook, Instagram, Messenger, LinkedIn
hang out online?
When do they look for the
They will not be directly looking for this information, rather, they
type of content you can
will consider donating when they come across this content.
provide?
(They will consume this content to feel as though they can and
Why do they consume the
are making a difference in the world. They also want to feel as
content?
though they are using their money for good.

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SOCIAL ZONES & SOCIAL MEDIA PLATFORMS
ZONES
Social Community - Broadway’s Babies should focus on social community. Creating a strong
community where members feel connected with Broadway’s Babies will invoke a need to
participate among the audience/community members. Strong relationships will create more
brand advocates and will amplify their message. They should initiate engaging conversations
with their target audience through social media content and create deep relationships between
Broadway’s Babies and potential donors as well as between community members. (Tuten &
Solomon, Social media marketing 2018).

Social Commerce - Broadway’s Babies should focus on social commerce; using social media
applications to enable online shoppers to interact and collaborate during the ‘shopping’
(donating) experience, ‘buyers’ (donors) to complete the stages of the purchase decision process,
and to assist marketers in ‘selling’ to customers (Tuten & Solomon, Social media marketing
2018).

SOCIAL MEDIA PLATFORMS

Social Rationale Mission Statement
Media
Platform
Instagram This platform works well for brands with strong To inspire those who want
imagery. Their program provides them with an to expand their arts
abundance of pictures and videos that can engage education and those who
the audience. This engagement will strengthen the want to support their
Broadway’s Babies community. This platform is dreams and make them a
also a way to share the experiences of those reality.
involved with the organization. These experiences
can assist in persuading others to donate and/or
become a part of Broadway’s Babies.

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Facebook Facebook is a great way to generate word-of- To build a community to
mouth communication that can influence others’ facilitate learning and
decisions to donate. Broadway’s Babies can create a network of
utilize a call-to-action button on their Facebook students and broadway
page to further encourage donations. A page is performers to learn from
also a great way to create a community among and support one another.
those who like the page and interact.
YouTube A lot of Broadway’s Babies’ content is in the To promote the experience
form of videos. These videos can be very that students gain and the
impactful as they combine sight, sound and growth they demonstrate
motion and can give a glimpse behind-the-scene. through the guidance and
This content can emotionally engage their support of the performing
audience. Teaser clips and links can be cross arts community.
posted to other social media sites as well.

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Rebranding Broadway’s Babies: Now... Causeway to Broadway
Campaign title:
Objectives met with this
campaign:
What target audience does the
campaign appeal to?
What stage of the sales funnel
does this campaign target
When will the campaign run:
CREATIVE STRATEGY
Rebranding Broadway’s Babies: Now… Causeway to Broadway
This campaign will meet all four of the campaign objectives.
Participants, Donors, and Broadway Influencers.
All audiences who have previously interacted with Broadway’s
Babies should be made aware of the change in brand name and image,
but also future participants, donors and Broadway influencers who
may have interacted with the brand in the past but may want to get
more involved somehow.
Awareness: This campaign falls perfectly in the Awareness stage of
the buyer’s journey. The Awareness stage is focusing on solving a
buyer’s or prospect’s need or problem they might be facing. Due to
the name “Broadway’s Babies” individuals such as students, may not
know the intentions or meaning behind the nonprofit. With the
rebranding campaign into “Causeway to Broadway” individuals may
see more of a meaning behind the name sake and from there, continue
the buyer’s journey into looking into the services Causeway to
Broadway provides to those who are less fortunate than others.
January 1st -January 31st, 2021 (internally) February 1st, 2021 -
March 31st, 2021
The reasoning behind the start of the campaign in February is that
January will be dedicated to the creation of content and plans to
change the name and brand image. This may take shorter or longer
than expected and the dates are subject to change, but if the month of
January is dedicated to internal awareness of the rebranding, February
1st can be dedicated to the release into the external marketplace.
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Describe the overall campaign
The campaign is targeted at all individuals who have some sort of
and experience:
connection or relation currently with Broadway's Babies or those who
are looking to start a relationship with Broadway's Babies. Currently,
in the inside aspect of Broadway's Babies, anyone who is a part of the
organization understands what they do and why they do it. However,
anyone that's currently outside of the organization or who has seen in
passing is not always sure of the purpose behind their mission of
being able to understand what they do simply from their name.
Changing the name to Causeway to Broadway will be a gradual, yet
influential process. The gradual change will be similar to other
rebranding campaigns in a simple change of the profile picture and
logo on the website to spark conversation among their current
following as well as attract natural, organic audiences who may be
intrigued by this name. This will then be followed by an introductory
post on social media explaining what the meaning is behind the
change of name and reinstating the mission and purpose of the
organization. As seen below, some of the introductory graphics and
ideas can include:

• A profile picture filter with a branded hashtag,

#cwaytobway that can be used by current team
members
• A trailer video piecing together the new brand image
and name with past performances and programs that
the nonprofit has participated in (This can be shared
on their YouTube platform)
• A virtual launch concert with current team members
Broadway's ambassadors and student performers
• An email campaign notifying current donors of the
change and brand name and the purpose behind it

The goal of this campaign is to grow a greater sense of affinity with

the current donors and participants within the program, as well as to

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Inspiration for this campaign:
Campaign message:
Theme:
develop a sense of awareness and wanting to be part of the
organization in some way, shape, or form to those who aren't already.
Broadways’ Babies has struggled in the awareness stage in having
participants, donors, and Broadway influencers know the true mission
behind what they do, due to their namesake. When researching names
that are both catchy and meaningful, “Causeway to Broadway” was
born. For those who do not know what a “causeway” is, it is “a raised
road or track across the low ground.” There are numerous reasons for
this new namesake. The first reason behind choosing this name is the
core part of the word, “cause.” Broadway’s Babies works towards the
overall cause and mission of providing students from impoverished
communities with arts and music education, and by including cause in
the name, donors and Broadway influencers know that there is a
charitable mission behind their programs. The other reasoning behind
the name is based more on the actual definition of the word.
Understanding that a causeway is a raised road or track across the low
ground, Broadway’s Babies can bring a metaphorical meaning behind
the name as building these students lives “from the ground up” or
bringing them from the struggles they are currently facing to the
inspiring opportunity to work their other students and grow through
performance and arts. This name will grow brand awareness and
recognition is not only the name but the purpose behind Broadway’s
babies.
Broadway’s Babies, now known as Causeway to Broadway, is
determined to make current and future participants, donors, and
Broadway influencers know their motives are to bring students in
need from the ground up in providing them opportunities of a lifetime
that can also change their whole outlook on life.
Motivational, Uplifting, Positive
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How will you make your
audience care and what will
you make them care about?
Platforms
They will share and engage
with the content/experience
because:
They may not share or engage
with the content/experience
because:
As mentioned previously, one of the reasons behind the campaign
rebranding to the name Causeway to Broadway was to give the
nonprofit a more meaningful title that allows donors participants and
Broadway influencers to truly understand their intentions and their
mission. This in turn will define their "Why" in regard to what
programs they provide to the students. This campaign truly serves as
a steppingstone to all of the campaigns that follow and it gives
meaning behind the namesake of the nonprofit and allows individuals
who want to affiliate with a non-profit to be proud that they represent
it and that they want you to donate towards it. The goal in this
campaign is to give a name to this nonprofit that is both catchy and
memorable and that encourages word-of-mouth advertising as well as
a brand affiliation.
Similar to other rebranding campaigns, the target audience will
gradually see a change in all of the platforms. Starting with a simple
change of the profile pictures and cover photos on all of the Social
Media platforms. These will generate word of mouth with their
current audience and followers. There will then be a change of name
on all of the platforms with the synchronous social media post on their
platforms explaining the reasoning of the new name and what
“Causeway to Broadway” hopes to accomplish with this change.
The new name is more catchy, meaningful, and descriptive of the
mission that Broadway’s Babies want to accomplish. These
individuals also want to share this opportunity with others who may
not know about it and encourage who they know to either participate
or donate.
Some of the reasons why the audience would not interact with the
content or experience are that they first don't have an interest in
Broadway content or interest in performing arts. Another reason why
they would not interact, in regard to the participant target audience, is
that they already have access to music and arts education, whether
36
 that be at their school or in their community. Finally, one would not
interact with the content if they are not in the place to financially
donate or are currently working with other charities at the moment.

Resources required: Broadway’s Babies should have the entire team on board in spreading
the news about the name change. This can be done by utilizing their
own social media platforms to share the news as well as putting
profile picture filters for example, with the hashtag #cwaytobway on
it to generate awareness and WOM advertising. Current students in
the program will also play a crucial role in spreading the word about
the new name of the nonprofit. This can be done through a form of
merchandise such as t-shirts, hats, stickers, etc.

Will you use any hashtags? #causewaytobroadway #causeway2broadway #cway2bway OR

#cwaytobway

Cost: $250- This amount is subject to change based on the number of

changes one would want to make to the overall brand image. With
this money, new merchandise can be purchased, changes to the name
in the performance locations can be made, etc.

Metrics Metrics can be calculated through the use of insights on all of the
social media platforms. One can measure the general brand
recognition through brand impressions on social media, website visits
and traffic, as well as search volume data. Through clicking the
changed profile picture and the rebranded campaign announcement. Iy
can attract more users to the nonprofit's website. This would support
the objective of increasing social media engagements by 40% and
increase general brand recognition by 30 %. The nonprofit can also
directly measure the number of donors that have signed on throughout
the months to see if there is a greater understanding of the purpose
behind the nonprofit. This would support the objective of increasing
donors by 5 by the end of the year.

37
New Logo:

Font:

Hashtags:

FROM THIS POINT ON, “BROADWAY’S BABIES WILL BE REFERRED TO AS

“CAUSEWAY TO BROADWAY”, OR “CAUSEWAY” FOR SHORT. **

Where Does Your Money Go?

Where Does Your Money Go?

Campaign title:

Objectives met with this While diving deeper into Causeway to Broadway’s social media
campaign: platforms, there wasn’t a huge incentive to donate or true documentation
on the impact of donations. This campaign's goal would be to our 4th
social media objective “Add 5 additional corporate sponsors by Dec 31st,
2021” and our 1st social media objective “To increase general brand
recognition by 50% or 1,000 impressions per post by Dec 31st, 2021.”

What target audience does The target audience appealed to would be donors and their social media
the campaign appeal to? audience. The donor demographic are big brand partners that want to
gain some sort of recognition from partnering with Causeway. This was

38
 the initial target audience, but in addition to this demographic, the
general social media audience could be another demographic. These are
members of their following that aren’t gaining anything from donating to
the organization but still giving them some recognition for their
donations.

What stage of the sales Conversion - This campaign mainly targets the conversion stage of the
funnel does this campaign sales funnel. “Where Does Your Money Go” highlights those who have
target already donated to the organization by giving them recognition for their
donations. This campaign aims to acknowledge those donors that have
given the company fuel to do their mission and encourage them to donate
again.

Consideration - This campaign also targets the consideration phase of the

sales funnel. This social media campaign shares the causes that were
benefited by each donation and gives a rundown on the potential causes
you could help with your donation. It encourages helping the
organization by providing figures from each of the other donations so
you can be certain how your money is being used in the company.

When will the campaign Year round.

run

Describe the overall During the “Where Does Your Money Go” campaign, Causeway to
campaign and experience: Broadway will do a combination of segments that shares and educates its
audience on the benefits of donating to their organization through figures
and definitive statements on where donations go. The segments will
include platform campaigns that highlight the donors who have donated
to the organization as well as where each portion of their donation went.

The purpose of this campaign is to first and foremost educate the

audience on where the money that is donated to Causeway to Broadway
goes. This broad campaign was made to be broken down into many
different segments and potions that could incentivize and persuade their

39
 audience on the multitude of opportunities that the organization gives to
the community. Throughout the run of this campaign, different causes
that are benefited by the organization will have the opportunity to
explain what it is the segment does in the organization. Causeway to
Broadway has 6 main programs that can be benefited, Urban Assembly,
Lekòl Sen Trinite, Wings of Hope, Shanti Bhavan Children’s Project,
Women in Need (WIN) and Youth Pride Chorus. Whether this includes
story highlights divided by each department or a meter to determine how
much money has been donated, each section of Causeway to Broadway
will be included in their social media campaign. The development of a
true brand image needs to come from the center of the organization's
purpose. Without specifically stating the benefits of their organization, it
is very possible for people to misunderstand the real reason for their
company.

The second section of this campaign will be dedicated to highlighting the

donors and Causeway to Broadway partners. Many donors don’t look for
recognition of their donation, however, there are definitely individuals
who would enjoy the acknowledgement. The donor’s spotlight portion of
the campaign will be aimed to thank those who have been supporters of
Causeway to Broadway and show where their money went. This allows
for donors to feel a connection to the organization and encourage re
donating.

Inspiration for this The inspiration for the campaign came from sifting through their social
campaign: media platforms to find out what the organization did. During our
discovery process, it was still a bit unclear to us the causes that the
organization benefited and how much of the money was going to those
causes. In addition, there was a lack of documentation of specific donors
that partnered with Causeway to Broadway and where their money was
going. Overall, the nature of their work and the destinations of their
proceeds were extremely unclear by just looking at the social media site.
This campaign was built to clarify each of these issues for their audience

40
 in an aesthetic and simplistic way - that didn’t require a ton of effort or
research.

When potential donors search the organization’s name, they should find
it easy to determine their pillar and focus of their work and what percent
of their donation would go to those causes.

Campaign message: With the “Where Does Your Money Go?” campaign, ideally there would
be a seamless way for potential donors and partners to view the causes
that Causeway to Broadway supports and what percent of donations goes
to each of the multiple platforms.

Theme: Pride, Support, Factual

How will you make your With the first section of this campaign, the Defining Causes portion, the
audience care and what will main focus will be creating an aesthetically pleasing and simplistic way
you make them care about of viewing their main goal as an organization. One of the most important
aspects of being a nonprofit organization should be their causes and how
they as a company have made an impact in the world. With their 6 main
programs, Urban Assembly, Lekòl Sen Trinite, Wings of Hope, Shanti
Bhavan Children’s Project, Women in Need (WIN) and Youth Pride
Chorus, each will have its own tab or highlight on their social media
platforms to discuss their goals within their organization. Additionally,
the highlights will be able to state what they have done as a company
thus far with the programs and the upcoming ways they are planning to
help. Breaking up these programs can either be done simultaneously
through posts or broken up between weeks to incentivize and highlight
just the contributions made for that individual program. During these
spotlight timelines, graphics like money meters and donation pyramids
can create an interactive way to pull donations from donors.

The secondary portion of this campaign will be the donor spotlight

section. Creating individualistic posts about the donors during the time
period the program is being highlighted will create a seamless

41

Platforms
They will share and engage
with the content/experience
because:
They may not share or
engage with the
content/experience
because:
Resources required:
Will you use any hashtags?
combination of acknowledgement and program promotion. Ideally this
will incentivize the audience to want to contribute too for that same
acknowledgement. Although not everyone is looking for recognition, the
slight spotlight could fuel others’ desire to be included in the cause.
Once an audience is informed and educated on the potential benefits of
the programs, it can create a huge wave of donations - only if the
programs are portrayed in the right ways.
Instagram, Facebook
If a donor is given a spotlight or a highlight, it is very possible that that
donor will share his/her spotlight with their network. It is common for a
demographic to be surrounded in a network with other members of the
same demographic thus creating a potential for similar like-minded
members to discover the organization. This process pulls organic
impressions to the organization, promoting possible donations.
Additionally, with the interactive graphics and the educational content, if
portrayed creatively, can encourage those to virtually support the cause.
This campaign isn’t about forcing donors to donate - it is about educating
the audience on the potential each dollar can have in these programs. The
sentence on the website “It costs only $42 to provide a month of dance,
music, or theater classes for a youth in New York City” doesn’t give a
broad enough scope on what each individual person can do. This
campaign may be out of reach for some people, but the point is to
highlight the potential of their money to cause change. However, if it
doesn’t meet the right audience, problems in engagement can be created.
• Permission of Donor’s to highlight them.
• Specific and accurate data on what their organization has done.
• Accurate facts on what each program does for the community and
why they’re imperative to Causeway to Broadway’s mission.
#CausewaytoBroadway ← research the potential of having our logo
appear at the end of the hashtag.
42
 #WDYMG

Cost: $100.00 - No anticipation of this campaign costing any cost but $100 is
allocated just in case there are unanticipated needs.

Metrics • The amount of money donated per program compared to the

previous year
• How many new social media followers from the start of the
campaign
• How many new impressions per post Causeway is receiving

Example Posts/Content

43
You Are Loved Campaign
All information was gathered using Klear.
Inspiration: St. Jude’s Day of Giving Month

Part 1: Influencer Campaign Brief

Campaign Name You Are Loved

Number of Influencers 2

Causeway will use micro influencers from both the education industry
as well as the theatre industry. Micro influencers were selected because
they are able to use their niche to reach a more specific target audience
effectively. The education industry is an effective way to reach teachers
that can amplify Causeway’s message and be potential participants
within the organization. The education industry on social media also
Type of Influencer
reaches parents (specifically mothers) who can be a potential link
between Causeway and students. The theatre industry is an efficient way
to reach Broadway stars who can become a part of Causeway to work
with the students and increase Causeway’s recognition within the
Broadway community. In addition, the theatre industry on social media
can also expose Causeway to potential donors.

Campaign Duration February 1st, 2021 to February 14th, 2021

Channels Instagram, Facebook, YouTube

The goal of this campaign is to show the true impact of Causeway’s

program on students. This campaign will also provide greater insight
Campaign Goal
into their greater purpose of helping students realize their own
individual purpose within the world. Their program has a lasting impact

44
 on students, setting them up for success in their lives. In addition, this
campaign will increase exposure to reach more of their target audience.
It will also increase the engagement through cross-posting and drawing
interaction to multiple platforms. In turn, this will increase followers
and brand recognition.

Causeway uses music to give students a greater purpose. The teachers

and leaders within the program show them support, love, and work with
each of the students to teach them about important life skills. Causeway
Campaign Message wants to take that positivity and spread it even further. A little act of
love and kindness can go a long way. And Causeway wants you to:
Know You Are Loved. #sponsored #causeway2broadway
#knowyoureloved

This campaign will effectively increase brand recognition/awareness

through the additional exposure on the chosen influencers’ platforms.
Engagements will grow on all Instagram, Facebook, and YouTube
through the promoted student performances. The interactive Instagram
Key Objective(s) story that Causeway will post will encourage the audience to repost it.
The student performances will provide insight into why Causeway is
doing what they are doing. This will inspire and intensify the urge to
participate and/or donate which, in turn, will increase the number of
Broadway partners and donors.

Participants (teachers, guidance counselors), Broadway

Target Audience
partners/influencers

Budget for Influencers N/A

Donation growth rate

Campaign Reporting Audience growth rate (new/total followers x 100)
Requirements (i.e., Applause rate (likes/followers x 100)
KPI's) Amplification rate (shares/followers x 100)
Comment conversion rate (comments/followers x 100)

45
 Ideation, copywriting and design will initially take place. At each stage
some level of review will take place to see if the content is heading in
the right direction. Content to be published will be submitted to the
directors and coordinators for initial review. Any feedback will be given
Content Review
to the creator and the cofounders. The content will then be reviewed by
Process
the cofounders. Once it is approved it will be locked so that no more
editing can take place. The approved person will then post the content
when scheduled. In addition, Causeway will frequently review FTC
guidelines to ensure that all necessary requirements are being followed.

Each influencer will fill out an I-9 form prior to their posting. Once the
Payment
campaign has ended, each influencer will be mailed a check.

Kaitlyn Edington

Influencer Overview

Influencer Name Kaitlyn Edington

Influencer Handle @artwithmrs.e

Industry Education

Kaitlyn’s profile is especially positive. She posts uplifting messages,

and she supports art education. She aligns with Causeway’s values of
having a positive impact on students, spreading happiness, and making a
Why Kaitlyn? true difference. Kaitlyn’s audience also matches Causeway’s
‘participants’ target audience. Her posts for Causeway on her account
will flow with her usual content and will not seem unusual to her
audience.

# of Followers 46.3K

46
 1.8K (Instagram post)
EMV/Post
4.5K (Instagram story)

Instagram post - $170

Rate/Post type Instagram video - $261
Instagram story - $100

Number and type of

posts wanted from 2 Instagram posts and 2 Instagram stories
influencer

Total EMV 12.6K

Cost for all content

$540
posted

How Influential is Kaitlyn

Influence Score 71

Engagement per Post 675.33/post

True Reach 5,285

Total Fans 50,319

Kaitlyn’s Audience Demographics

Average Age 36 years old

Gender Breakdown 96% women, 4% men

Average Income $56,529

Top Countries U.S., Canada, Ireland, Australia

Top Cities New York, Dublin, Pittsburgh, Sydney

What are the followers

Education, Schools, Teaching, Parenting, Art Education
interested in?

47
 Her audience aligns with Causeway’s target of teachers/guidance
counselors. Therefore, Causeway’s message and mission has excellent
Why is this influencer potential of resonating with Kaitlyn’s audience. A majority of her
audience a good fit? audience is made up of those in New York and her followers are
interested in education, teaching, and art education which position with
Causeway’s mission.

Safety of Kaitlyn

Audience Authenticity
Unavailable
Score

Suspicious
N/A
Engagements

Active in Pods N/A

Pass Audience
Authenticity Tests?
N/A
Provide scores for each
criterion.

Explicit Language
N/A
Used

Briefly Describe
Content the Influencer N/A
Posts

One-Page Influencer
Profile Included from See page 75 for influencer profile.
Klear in Appendix

Christiani Pitts

48
 Influencer Overview

Influencer Name Christiani Pitts

Influencer Handle @christianiworld

Industry Theatre

Christiani will offer an effective way for Causeway to reach the

broadway and theatre community. Causeway can gain more exposure
on Broadway and become a recognizable organization. Christiani can
Why Christiani? also become a connection for those who can become partners with
Causeway or potential donors. Christiani’s participation may also
encourage others within the broadway and theatre community to become
a part of the organization in some way.

# of Followers 16K

EMV/Post 3.2K

Instagram post - $170

Rate/Post type Instagram video - $261
Instagram story - $100

Number and type of

posts wanted from 2 Instagram posts and 2 Instagram stories
influencer

Total EMV 12.8K

Cost for all content

$540
posted

How influential is Christiani

Influence Score 68

49
Engagement per Post 912/post

True Reach 4,712

Total Fans 15,991

Christiani’s Audience Demographics

Average Age 28 years old

Gender Breakdown 57% women, 43% men

Average Income $51,491

Top Countries U.S., Canada, U.K., Japan

Top Cities New York, Atlanta, Los Angeles, Miami

What are the followers

Theatre, Creator, Entertainment, Founder
interested in?

Christiani is an excellent fit for Causeway. New York City makes up the
majority of her audience. Causeway stems from theatre which
Why is this influencer
Christiani’s audience is interested in. Christiani has the potential to
audience a good fit?
reach those within Broadway which can translate into Broadway
influencers/partners or donors for Causeway.

Safety of Christiani

Audience Authenticity
N/A
Score

Suspicious
N/A
Engagements

Active in Pods N/A

50
Pass Audience
Authenticity Tests?
N/A
Provide scores for each
criterion.

Explicit Language
N/A
Used

Briefly Describe
Content the Influencer N/A
Posts

One-Page Influencer
Profile Included from See page 76 for influencer profile.
Klear in Appendix

Part 3: Influencer Campaign Summary

Total Cost $1,080

Total EMV 25.4K

Total True Reach 39,988

Total Expected 6,349.32

Engagement

Influencer Do’s 1) Do include the campaign messages in the post captions

2) Do engage with audience on your Causeway posts
3) Do submit any new content/captions for review before the
posting date indicated
4) Do include the #youareloved and #causeway2broadway in your
post

51
 5) Do include #sponsored in order to remain transparent

Influencer Don’ts 1) Don’t include pictures/references to alcohol or drugs

2) Don’t use profanity or criticize Causeway
3) Don’t compare Causeway to any competitors
4) Don’t incorporate any other sponsored posts during this
campaign

Sample Content:
Instagram post (Causeway’s initial post)

Instagram story (influencers will answer and repost from Causeway’s story)

52
Instagram post to promote weekly student performances to raise money

I’m With Causeway

*Successful implementation of this campaign is contingent on Causeway’s ability to
update their LinkedIn. Before launching this campaign, do some ‘housekeeping’ before. The
recommended changes are for all employees and influencers to engage with the page by liking
and sharing the content. They should also affiliate themselves with Causeway by including the
organization as either employment or volunteer experience.

Campaign title: I’m With Causeway

Objectives met with this This campaign meets objectives 1 and 4 of the social media plan.
campaign:

53
What target audience This campaign’s primary target audience is businesses that have the
does the campaign capability to sponsor and/or donate to Causeway. Specifically,
appeal to? employees of larger companies (500+) that are in positions to make
decisions regarding sponsorship and donations. We utilized our
buyer persona ‘Donor Dana’ as a model for who this campaign will
target.

What stage of the sales This campaign targets the Awareness stage of the sales funnel
funnel does this campaign because it focuses primarily on the expansion of Causeway’s
target mission and overall brand. Through the different activities
discussed below, the organic posts will optimize user engagement
on LinkedIn, and the supporting platforms (Instagram & Facebook),
it will increase impressions through the duration of the
campaign. Obviously, all goals are ultimately conversion, but
awareness through impressions is the key metric. The more people
see the Causeway name associated with persons with reputable
backgrounds, the higher the respect the brand will get and hopefully
lead to consumer curiosity, and then consideration and
conversion. Conversion, in this case, is in respect to a business
(proprietorship, partnership, or corporation) agreeing to sponsor
Causeway.

When will the campaign This campaign will run from March 1, 2021 - December 2021. The
run campaign will follow a continuous schedule, with posts scheduled
every week.

Describe the overall This campaign will have a very polished and professional feel in
campaign and experience: order to seem like a reputable nonprofit that companies will feel
confident putting their money into. The design will reflect the
rebranded company (Causeway), with a more minimalist &
cohesive feel while still staying reflective of the brand’s youthful
presence. Since it does appeal to the demographic of more artistic

54
individuals (broadway ambassadors) and children ages (13-18), the
goal of the campaign is to describe the added value that Causeway
adds to all individuals and why a sponsorship/donation from an
established company is a good move that truly will impact
underprivileged children at an individual level.

Causeway will rely on the Board of Directors and current sponsors

to assist with the campaign, due to budget. This actually will come
as a plus, since oftentimes decisions regarding supporting nonprofit
organizations are based on a Word of Mouth basis and trust, the
organic posts will help build that trust with the business
community.
This will be done by:
• Current Board of Directors & Sponsors will send in a
testimonial (option to make name/company affiliate
anonymous) of how working with Causeway has made a
difference. Encourage them to add any specific stories or
reasons why they chose to work with Causeway in the first
place.
These testimonials will be the basis for various different
pieces of advertising.
o 3 Versions Created
The ‘long’ version will be compiled into a small
journal or article where the target audience has the
option to read through all testimonials.
‘Medium’ versions: Individual testimonies can be
posted on Facebook, tagging the person & their
company (if they opt for that) to get more
engagement on the post.

55
 ‘Short’ versions: posts with those that opted for the
non-anonymous route. Will create a graphic
including a picture of the person, and a notable quote
from their testimony to be posted on LinkedIn. Their
name and company will be tagged for higher
engagement, as well as a quick bio and how they
become involved with Causeway.
(example below)
*All versions will include a CTA to the Causeway
website with a clear direction to the donate or get
involved button.
For the duration of the campaign, there will be a weekly
‘spotlight’, where a short version is posted on LinkedIn, and
the medium version posted on their Facebook.
The organic posts/WOM will come from the employees of
these companies sharing the posts and posting about
Causeway so that people can begin to ‘personify’ the brand
and associate it as a credible brand that they know people
confidently associate with.
• There will also be testimonials of people that have gone
through Causeway (students and counselors) and how it
impacted them.
These testimonials will be created into a video and posted on
a bi-weekly basis for sponsors/donors to like and/or share.

Campaign Schedule:
Week 1: Corporate spotlight
Week 2: Corporate spotlight, student/counselor testimonial
(Repeat until end of campaign)

56
 Design Considerations: Will utilize the cooler tones in the brand
style guide (#4e6e75, #a5bab8) ~ the blue colors symbolize
intellect.

Inspiration for this The inspiration behind this campaign was from the first client
campaign: meeting, where they mentioned that many companies didn’t always
want to donate or support a nonprofit with their name.
So, with their new name and rebranded presence, Causeway is using
this campaign as a way for them to re-shine in a new light and show
companies why Causeway is a credible and important nonprofit that
truly makes a difference (always has, always will).

Campaign message I’m With Causeway

Theme Important, Inspirational, Excited, Professional/Polished, Powerful

Since this is a B2B campaign, it is important to make sure that

Causeway’s target audience notices the advertising efforts and that
the Causeway brand stands out. Since Causeway is a nonprofit,
there is a lot of room to capitalize on the importance of this
organization and how it truly affects individual’s lives (on a global
scale). This company allows underprivileged youths to utilize an
arts education to make them more confident, collaborative, and
creative which inspires them to “R.E.A.C.H.” their potential and
achieve whatever it is they are dreaming of. This is where the
‘excited’ tone also comes to play, since the organization does
involve children, it is important to still consider that youthful
presence that Causeway has by nature of its mission.
Following the idea that this campaign’s target audience is business
and those in high-up positions within companies, sounding
professional/polished is extremely important. Making sure that the
diction is powerful, impactful, and just stands out to the target

57
 audience is so important and will give off a powerful and confident
stance.

How will you make your The main touchpoint of Causeway is emotion. The mission is to
audience care and what inspire underprivileged youth to reach their potential through arts
will you make them care education.
about
These testimonials serve that purpose, by showing real people and
how they have been impacted positively by this program (both
children and donors).
Everyone cares about helping children, and Broadway/performing
arts are exciting and interesting to watch. It has so much potential
for audience engagement.

Platforms Platforms used: Primarily LinkedIn, with Facebook and Instagram

as supplemental platforms to support the LinkedIn presence.

They will share and For the same reason why this campaign will make people care about
engage with the the organization's mission. It appeals to your emotions, and
content/experience everyone always wants to share content that makes them look like a
because:
good person (altruistic motivation).

They may not share or They may not think it is relevant to them, or unsure if Causeway is a
engage with the trustworthy organization.
content/experience
because:

Resources required • Board of Directors

• Sponsoring Companies
• Donors (individuals or companies)
• Individuals who went through the program with impactful
success stories (both currently in program or out of the
program now)
• Influencers

58
 • Counselors (information vehicle, can tell Causeway why
they chose to share Causeway’s information)

Will you use any Hashtag selection must be careful, so as to appeal to a professional
hashtags? audience. The campaign will utilize two major hashtags, one
following the rebranding campaign: #Causeway2Broadway and
another hashtag with the campaign name, #ImWithCauseway

Cost: $500: Gifts to donors as a thank you for helping, admin costs

Metrics
Objective: Increase general brand awareness by 30% by Dec 31st,
2021

Engagement on LinkedIn will be the primary way to measure

success directly. Increase in followers, engagements, shares, etc.

Sample Small Version: LinkedIn Graphic

59
Gift an Impact
Gift an Impact
Campaign title:

Objectives met with this To increase social media engagement by 40% or by an average
campaign: of 30 actions taken per post by Dec 31st, 2021.
This objective will be met by encouraging donors to give
through social media posts and profiles with links to Causeway
to Broadway’s website. This way, Causeway can track
conversion and engagement that was sparked by social media
content. At the end of this campaign, they can track total
donations through social media channels, as well as those
received during the “Gift an Impact” campaign, and then
determine what percentage of social media-driven donations
was due to this specific campaign.
To increase general brand recognition by 50 % or by 1,000
impressions per post by Dec 31st, 2021.
While this isn’t the main focus of this campaign, Causeway
should certainly keep those in mind who are engaging with this
content, but aren’t currently, or haven’t yet followed through
with supporting. The goal is that through the Word-of-mouth
marketing that will occur when people ask their friends and
families to make a donation on their behalf, those people will
then look into Causeway to Broadway, and learn more about it
while donating on the website.

What target audience does This campaign would appeal to Causeway to Broadway’s
the campaign appeal to? current donors, the friends and family members of those donors,
and any Facebook and/or Instagram followers. This campaign
has the potential to entice people who don’t normally interact
with the organization, as well as enable those who currently

60

What stage of the sales funnel
does this campaign target
When will the campaign run
Describe the overall campaign “For the Holiday Season, we’re challenging you to ask for a
and experience:
support Causeway to Broadway’s with a platform for them to
invite others to join them in support. It is advised that the staff
members and Broadway Ambassadors (who are stakeholders as
well) interact with the social media content. They should even
ask at least one friend or family member to make a donation on
their behalf instead of a gift this Holiday Season.
Conversion: The hope is that donors will move all the way
through the sales funnel into actually taking the action to give to
Causeway to Broadway. Some of those who interact with this
campaign might not end up donating themselves, but through
taking the action to ask friends and family members to gift them
a donation instead of a physical gift, it is predicted that they will
psychologically be making a commitment to Causeway to
Broadway.
November 1st 2021 - December 30th 2021 (about two months)
donation to Causeway to Broadway as a gift this year from your
loved ones, as well as give donations as gifts.”
This campaign will be putting social responsibility on the
shoulders of individuals, and inviting them to raise funds on
behalf of Causeway to Broadway to bring arts education to
underprivileged areas of the world. When a friend or family
member makes a wish list, you will often buy a gift on that list,
knowing they will love it. It is believed that if people ask for
donations to Causeway to Broadway instead of gifts, their loved
ones will follow through with that request. The goal is also to
persuade the friends and family members of those asking for this
gift, that they should in fact gift the requested donation, and not
some other gift in fear that a donation isn’t gift-like enough.
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 Causeway should encourage people to be generous and selfless
in the midst of consumerist culture that is ever so heightened by
the Holiday Season in America. Causeway to Broadway needs to
break through the noise of the busy marketing season that exists
during this time as well, in a way that is classy, simple, and
seamless.
Starting November 1st, when people and stores often transition
into “Christmas Mode” (even those who don’t celebrate
Christmas often become more generous during this time, and
will sometimes even exchange gifts), this campaign will begin.
“Team up with us to give back this Holiday Season by asking
friends and family for a donation to Causeway to Broadway
instead of a gift this Holiday Season. You can also join in on
sharing the love by gifting donations to your loved ones as well!
Donate at www.example.com” - it should be noted that a child
page to the donate tab on Causeway to Broadway’s website must
be created to track how much this campaign raised.
Causeway to Broadway should continue to post content relating
to this campaign once a week on both Facebook and Instagram
until the week of Thanksgiving, in which there should be two
posts or stories a week until Christmas in which one final
promotion post will be made and then a thankyou post at the
very end with the total amount raised.

Inspiration for this Charity: Water’s “The September Campaign”

campaign: Every September Charity: Water asks people who have
birthdays in that month to ask for donations to Charity: Water
instead of birthday gifts. They set a goal and let individuals take
care of the rest. This is an ongoing campaign and has been very
successful in not only reaching financial goals, but bringing
awareness to the organization.

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 Facebook’s giving back on your birthday feature: People can
host fundraisers on their Facebook page for their birthday and
they dedicate the funds to a nonprofit of their choosing.
Facebook takes care of the donations and transfers, and even
curates a post for you if you decide to use it. This feature enables
convenient, fast, and simple gift-giving, where the giver knows
the receiver will like the gift because they asked for it.

Campaign message “I can use this time of receiving and gifting from loved ones to
make a positive impact, for free! I’m already so blessed, so I can
use this opportunity to be generous to an underprivileged group,
who haven’t been as blessed as I have. I’m willing to sacrifice a
few gifts this year to change a child’s life.” - Causeway needs to
enable the audience to see that this sacrifice is worth it for the
impact it can have.
For the friends and family being asked to gift a donation, the
goal is that they think this gift is a creative idea, and that this gift
is better than anything they could’ve thought to buy for their
loved one. The hope is that they feel this gift is worth it as
opposed to purchasing another item on a wish list. Ideally, the
gift-er will feel so inspired by their loved one’s selflessness, that
they’ll feel challenged to do the same, creating this butterfly
effect in their social circles.

Theme Sincere, inviting, and seriously requesting individuals to put

others first. This message should be serious and challenging -
requesting that people would play their part - without being
harsh or demanding. Posts should reflect that Causeway to
Broadway understands that this is a big ask but explain how it is

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 worth it. Play on the emotions that come with reflecting on our
consumerist society.

How will you make your Emotionally: Viewers will feel thankful that they have a lot and
audience care and what will convicted about our culture’s consumerist habits that increase
you make them care about? during this time of year. The immediate emotion they should
feel is that they can make a difference by simply sacrificing a
gift and asking for a donation instead. There will be a sense of
sympathy for the kids and communities that Causeway to
Broadway impacts, and show that they can help make a
difference in an underprivileged child’s life. For those being
asked to give a donation instead of a gift, they should feel
overjoyed to be not only fulfilling their friend’s/family
member’s request, but also making a difference in the life of a
child.
Intellectually: The goal is that the audience will realize how this
type of gifting is way more sustainable than other types of gifts.
It is not only eco-friendly in that there is no packaging or even
physical gift, but it is all digital and ecommerce. This gift is also
much more long lasting than a physical gift someone could give
in that it is making a long-lasting impact on the world.

Platforms Instagram and Facebook

→ Posts and content will lead followers and visitors to donation
links and ultimately to a page on Causeway to Broadway’s
website. The idea here is to track how many people are donating
and joining in on this campaign through social media compared
to other avenues and compared to when this campaign is not
running. Retarget donors through sending them a follow up
thank you email with social media accounts linked. There should

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They will share and engage
with the content/experience
because:
They may not share or
engage with the
content/experience
because:
Resources required:
Will you use any hashtags?
also be an Instagram Highlight with all stories posted for this
campaign so people can look through them at any time
This campaign will create an emotional and intellectual reaction.
When a loved one asks specifically for this gift, it is expected
the gift-er to follow through rather than giving a different gift
then they asked for. It will be the holiday season when people
tend to be more generous. By beginning this campaign so early,
it should work to remind people that holidays are coming, but
before they’ve already planned their gifts. In addition, you can
give someone this gift from anywhere, instantly (it is entirely e-
commerce), so it’s convenient for the gift-er! The goal is that
viewers will think this is such a good idea that they feel they
now have to ask loved ones for this gift. On the other hand,
when an individual asks for a donation as a gift, the gift-ers will
have no choice but to follow through with that request.
It might not stand out in all the noise of the Holiday/Giving
Season. What is different about donating to this nonprofit as a
gift opposed to another one? Consumers may already feel
annoyed at holiday marketing.
Causeway to Broadway should encourage its team to not only
share campaign posts to their story, but more importantly to ask
for donations from friends and family instead of asking for gifts
this year. They should ask Broadway partners/influencers to post
this as well and engage with the campaign.
#GiftAnImpact - main hashtag used with all posts and content
throughout this campaign; encourage followers to use as well
#ThanksGIFTing - used from the day before Thanksgiving
through Cyber Monday
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 Cost: $100: This will be used to “boost” two Facebook posts and one
Instagram post over the span of two months.

Metrics • $ raised through Social Media links

• % raised through Social Media links
• # of engagements per GAI post
• # of impressions per GAI post
• % growth in donations November-December compared
to 2020

Example Posts/Content
Sponsored Facebook Post:
Caption: “Team up with us to give back this Holiday Season by asking friends and family for a
donation to Causeway to Broadway instead of a gift, and by gifting donations to your loved ones
as well. Join in now at www.example.com”.
Image Options:

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Facebook Header options from November 1st - Dec 31st 2021:

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 ACTIVATION PLAN
A collaborative and communicative team will execute the plan. The team will follow the
plan and adjust it as needed. They will utilize any necessary programs and follow the platforms
suggested. The outline and the schedule are put together, but the Social Media Marketing Intern
will be in charge of keeping track of the schedule and posting the rest of the content. The intern
will also be responsible for preparing a plan and delegating responsibilities for when he/she is
gone. With the organizational structure presented, it isn’t anticipated that additional internal
resources will be necessary.
The team will follow a strict campaign schedule (on following page):

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 January February March April May June July August September October November December
Campaign:
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Where Does Your Money Go?

Instagram
LinkedIn
I'm With Causeway
Facebook
LinkedIn
You Are Loved
Facebook
Instagram
YoutTube
Gift an Impact
Facebook
Instagram
Rebranding Broadway’s
Babies: Now… Causeway to
Broadway
Facebook
Instagram
LinkedIn
YouTube

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 Along with the campaign schedule, there is a budget allocation to be followed, along with
a buffer of $470 for administrative costs or any unplanned events:

Budget Breakdown by Objective:

1. To increase general brand recognition by 50% or 1,000 impressions per post by Dec 31st,
2021. = $772.50
2. To increase social media engagement by 40% or by an average of 30 actions taken per
post by Dec 31st, 2021. = $472.50
3. To increase the number of broadway influencers by 15 people by Dec 31st, 2021.
= $422.50
4. Add 5 additional corporate sponsors by Dec 31st, 2021 = $362.50
Total = $2030

With the client goals presented in August in mind, and the social media plan objectives
created, it is ensured that the plan will meet the larger client goals. Their goals were to: Establish
tone and audience, develop a marketing strategy, increase revenue through various channels,

70
create convenient and time-saving systems, have actionable analytics, and establish a campaign
ROI. This plan established specific target audiences as listed above to better target campaigns.
Each of the campaigns created convey a consistent tone and message. The marketing strategy is
clearly laid out in the media schedule and allows for a consistent marketing schedule that keeps
Causeway’s name in the social media environment and establishes the organization as a
prominent force among their competitors. Each objective aims to target a specific revenue-
increasing tactic. Increasing brand recognition, social media engagement, as well as increasing
the number of influencers and corporate sponsors will successfully improve Causeway’s revenue
strategy. With responsibilities delegated appropriately, and a solid plan in place for social media
activities, the incurred time savings are immeasurable. By implementing any suggested changes
above (installing Google Analytics, Hubspot, etc.), there will be analytics that can help
Causeway determine direction and those actionable analytics and establish a campaign ROI that
were discussed in the first client meeting as larger client goals.

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 MANAGE & MEASURE

Each objective has different tactics for successful activation. Key Performance Indicators for
Objectives 1-4 are:
Objective 1: Reach, Frequency, Impressions, Amplification Rate (shares/followers x 100)
The campaigns that will target this objective are: Rebranding, I’m With Causeway, and Gift an
Impact.

Objective 2: Impressions, Clickthrough, Comment Conversion Rate (comments/followers x

100), Applause rate (likes/followers x 100), Audience growth rate (new/total followers x 100).
The campaigns that will target this objective are: Rebranding and Gift an Impact.

Objective 3: Reach, Clickthrough

The campaigns that will target this objective are: Where Does Your Money Go and Rebranding

Objective 4: Reach, Click Throughs, Donation growth rate

The campaigns that will target this objective are: Rebranding and I’m With Causeway.

It is recommended that Causeway to Broadway uses as many free analytics tools as

possible, with most being integrated into the social media apps already. For example, Instagram
has an “Insights” tab in the settings of business accounts that show information like reach,
interactions/engagement for the past 7 days or the past 30 days. Data can also be viewed per post
and per story. It is recommended that for various links to their website and other information,
that Causeway uses a link tree for social media bios. This will allow for multiple links to be
included on social media accounts through just one link, and analytics for where people are
coming from and what people are clicking on and more. A free Google Analytics account should
also be created for the website.
Overall, it is strongly encouraged that Causeway to Broadway emphasizes ethical
behavior throughout the entire social media plan and campaigns. With an “all hands-on deck”
mentality, meaning that there might be multiple employees with access to social media platforms
and valuable data, it is important that all employees are made aware of appropriate behavior and

72
protocol when using these platforms. The individuals who are selected for the management of
these platforms should be trusted with the data and expected to be transparent with management
if any situation were to occur.
Influencers will include #sponsored in all of their posts in order to comply with the FTC
and be transparent with their audience. Influencers will also be required to disclose any relevant
information regarding the influencer that could negatively affect the image of Causeway.
Causeway will also include #client when posting any donor spotlights. These requirements are to
avoid penalization by the FTC and ensure that Causeway is complying with all necessary
guidelines.
Most of the permissions for these campaigns would be coming from Donor permission as
well as financial permission from companies. The Where Does Your Money Go? campaign
specifically needs accurate and confirmed information to make a true impact and donors need to
allow us to recognize their donation amount. For records in the future, perhaps donors should be
required to fill out a donor form, including a check box that easily summarizes whether or not
Causeway is allowed to use the donation amount for promotional purposes in the future. As for
within the company, the finance department should confirm that the information shared is
reliable and accurate.

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 References

2018 Online Giving Statistics, Trends & Data: The Ultimate List of Giving Stats. (n.d.). Retrieved from
https://nonprofitssource.com/online-giving-statistics/

Richter, F. (2018, March 13). Infographic: Where U.S. Adults Are Active on Social Media. Retrieved
from https://www.statista.com/chart/13220/social-media-usage-by-americans-30-and-older/

Salman.aslam.mughal. (2020, May 22). 70+ Social Media Statistics you need to know in 2020
[Updated]. Retrieved from https://www.omnicoreagency.com/social-media-statistics/

Sisco, M., & Weber, E. (2019, September 03). Examining charitable giving in real-world online
donations. Retrieved from https://www.nature.com/articles/s41467-019-11852-z

Stec, C. (n.d.). How to Quickly & Easily Create a Buyer Persona [Free Tool]. Retrieved from
https://blog.hubspot.com/marketing/create-buyer-persona-makemypersona

Tuten, T. L., & Solomon, M. R. (2018). Social media marketing (p. 284). Los Angeles: Sage.

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Appendix

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76
Instagram Conversation Analysis

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78
Twitter Conversation Analysis
(Typology: a: ambassadors, b: youth across 3 locations, c: social issues)

Facebook Conversation Analysis

(Typology: a: ambassadors, b: youth across 3 locations, c: social issues)

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80
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YouTube Conversation Analysis
(Typology: a: ambassadors, b: youth across 3 locations, c: social issues)
**YouTube did not have comments enabled on videos

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Logo Variations:

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Color Scheme:

84