campaign book

01
 TABLE OF
CONTENTS
MEET THE TEAM..............................................................................4

EXECUTIVE SUMMARY..................................................................5

SITUATIONAL ANALYSIS..................................................................6
BACKGROUND........................................................................................7

KEY MESSAGE PLATFORMS.......................................................8,9

SOCIAL MEDIA AUDIT....,..............................................................10,11

COMPETITOR ANALYSIS.............................................................12-14

SWOT ANALYSIS...........................................................................15-18

TARGET AUDIENCES..............................................................................19

KEY INSIGHTS..........................................................................................20

OBJECTIVE ONE..................................................................................22
OBJECTIVE TWO............................................................................23,24
OBJECTIVE THREE............................................................................25
BUDGET.....................................................................................................26
APENDIX ONE.......................................................................................28

APENDIX TWO.......................................................................................29

APENDIX THREE...............................................................................30

APENDIX FOUR...................................................................................31

02
 TABLE OF
CONTENTS CONT.
APENDIX FIVE.........................................................................................32

APENDIX SIX........................................................................................33

APENDIX SEVEN................................................................................34

APENDIX EIGHT................................................................................35

RESOURCES.............................................................................................36

03
04
 EXECUTIVE
SUMMARY
The Easterseals, America’s largest nonprofit healthcare organization, was founded in
1919, to ensure the needs of all children and adults with disabilities. They are committed
to serve, support, and help all children and adults to live, learn, work and play in their
communities. This nonprofit organization brings support from many people around the
world by focusing on creating opportunities for those who are in need of it. Today the
Easterseals continue to impact millions of people’s lives each day and plan to do so for
the next 100 years.
The JSRNC Agency has created a month long social media campaign that enforces
awareness and brings support from people all over the world to the Easterseals
organization, it will begin October 1, 2021 . Our main focus for this campaign is to
introduce the great things Easterseals does in hopes of receiving support from
thousands if not millions of people. Our two main goals are to get a younger target
audience engaged and to create more interactive content.

According to our research, our campaign will focus on the Easterseals current
audience which happens to be all children and adults who are in need of welcoming and
supporting community, that pushes everyone to do their best.

To achieve our goals, the JSRNC Agency has created three objectives, which are:

1. Increase engagement on Tik Tok among Gen Z by 20% by April 1st, 2022.
2. Increase engagement on Instagram among Gen Z by 15% by April 1st, 2022.
3. Increase awareness among Gen Z within the Bloomington-Normal location by April
1st, 2022.

For this campaign to be successful, we have also implemented strategies and tactics
that will gain awareness and encourage people to support and engage with this
wonderful organization. Let people know that they too can belong to a welcoming and
supporting community.

05
 SITUATIONAL
ANALYSIS

The Easterseals provide exceptional services to the

community, although they do face some obstacles
that could keep them from staying in business. Such
as little to no interest from the communities they are a
part of. The Easterseals need help from the
community or else they begin to lack in funding, which
then leads to fewer funds that allow them to keep up
with the sustainability of the organization. Like many
other organizations, the Easterseals implements that
everyone follows the COVID-19 guidelines, as a
community that supports and cares for those with
disabilities, the Easterseals are aware of the risk that
COVID-19 brings upon them and everyone else. The
Easterseals believe it is important to stick together to
keep everyone safe and healthy.

06
 BACKGROUND

Easterseals has been a vital resource for people with

disabilities, veterans, seniors, and their families for more
than a century. Easterseals members support 1.5 million
individuals in communities around the country through
high-quality programs such as autism services, early
intervention, workforce development, adult day care and
more. Easterseals is creating environments where
everyone is included and valued in schools, workplaces,
and communities. Their goal is to make everyone,
regardless of age or ability to be fully included and
empowered. Their mission is “to provide exceptional
services to ensure that all people with disabilities and
their families have equal opportunities to live, learn,
work, and play in their communities.” Since 2009, they
have utilized social media to engage stakeholders, raise
funds, and share the impact on the individuals they
serve.

07
 KEY MESSAGE
PLATFORMS
We want to create an environment where
there are limitless possibilities for all abilities.

Key Messages:
The key message platform (KMP)
embodies the core messages for
Easterseals. These messages
establish consistency for both
Easterseals and its customers that
we want our campaign to express
to our target audience.

Vision:
Our vision is to build a world where all
people with disabilities and their
families are equal in every way, and can
realize their goals, dreams and
aspirations.

08
 KEY MESSAGE
PLATFORMS
All Abilities. Limitless Possibilities.

Mission:
Our mission is to provide
exceptional services to ensure that
all people with disabilities and their
families have equal opportunities to
live, learn, work and play in their
communities.

Social Hashtags:
#ExploreThePossibilites
#ShootForTheStars
#BeLimitless
#EasterSealsStories

09
SOCIAL MEDIA AUDIT
Instagram
Easterseals has used Instagram
extensively, they post about 4 posts
per week, even though they have
over 3600 followers, they have very
consumer interactions. They have
utilized influencers in the form of
ambassadors in the past. Although, a
lot of their content is repeated. No
clear marketing campaign detected.

Facebook
Easterseals has a massive
Facebook presence, they have over
46K followers. Their following is
amassed due to their vast target
market and service offerings.They
are very popular because most of
their content is shared from other
websites or social media channel s.
They share a lot of blogs and news
and other information that
correlates with their followers.

Twitter
Like Facebook, Easterseals has a
great following on Twitter as
well..They offer their audiences a lot
of shared related content, although
none of these posts get too many
views or interactions. They also do
not have any content specially
designed for twitter, they use the
same content that has been posted on
Instagram and Facebook.

10
SOCIAL MEDIA AUDIT

Facebook Instagram Twitter Linkedin Tiktok

https://ww https://ww
https://ww https://ww https://twit
w.linkedin.c w.tiktok.co
URL w.facebook w.instagra ter.com/ea
om/compan m/@easter
.com/easte m.com/east stersealshq
y/eastersea seals?
rseals ersealshq/
ls/ lang=en
Username @eastersea easterseals @eastersea Easterseals Easterseals
ls hq lshq

Followers 46,666 3610 20.8K 14,566 55

Average 10 4 14 6 1
Posts per
week

Through the audit, it can be identified that although

Easterseals has a great following and a great audience base,
they are unable to utilize it, as they fail to gain successful
interaction. Easterseals is known for sharing the story, and
by utilizing more influencers they may be able to gain more
interaction from their audiences. To widen their reach and
target market base, they will need to rethink their social
media strategy.

11
 COMPETITOR
ANALYSIS
American Association of People with Disabilities ( AADP)
advocates for the civil rights of those with disaibilites. AADP has
low engagment across all social media platforms.

On Twitter, AADP has On Instagram, AADP has

a similar amount of
followers than
Easterseals,
however, they mainly
share articles and do
not create their own
content.
a small following and not
a lot of engagment. They
post advocacy posts with
hashtags and promote
their events.

On Facebook, AADP AADP does not have a

shares articles and
events. They do not have
a lot of followers
considering how large
thier organization is.
Tik Tok. They are not
engaging a large target
audience by not having
an account on this
platform.

12
 COMPETITOR
ANALYSIS
Special Olympics provides Olympic-type sports to children and
adults with intellectual disabilites. They recieve high engagment on
all of their social media platforms and uses different content for
each platform.

On Twitter, Special On Instagram, Special

Olympics creates Olympics uses many
thier own content hashtags, utilizies all of
,uses user generated the features, and has
content, and members featured in
retweets other their posts.
organzations events
to promote them.

On Tik Tok, Special

On Facebook, Special
Olympics has seperate
Olympics posts articles
accounts for each
related to their
state to make their
organization.
event more location
specific, this does
divide their audeince.

13
 COMPETITOR
ANALYSIS
The Arc of the United States determines policies that ensure the
equality of those with disabilities. They receive low engagement on
all of thier platforms and use the same content across all platforms.

On Twitter, the Arc On Instagram, the Arc

posts very frequently just recently created
but it does not their account so they
receive engagement have very few followers.
or interaction among
their audience.

On Facebook, the Arc The Arc does not have

posts articles about a Tik Tok. They are not
current events. engaging a large target
audience by not having
an account on this
platform.

14
 SWOT
ANALYSIS
Strengths
Possible
Subject Aspects Implications
Actions
1.Competitors 1.Does not 11.Higher 1.Monopoliz
have direct opportunity e market for
2.Multiple competitors to expand fundraising
Publics
2. Funding 2.Help more
3.Positive 2.Vital org. to
to assist people both
image to multiple
groups. individuals small and
publics.
with large scale.
disabilities,
3. Strong veterans, 3.Promote
social media and seniors. overall
prescnece on brand
FB and 3. Spread messages
Twitter
awareness
to publics

15
 SWOT
ANALYSIS
Weaknesses
Possible
Subject Aspects Implications
Actions

1.Funding 1.No in- 1.More debt- 1.Hopefully

person higher risk there will be
2.Affordability fundraisers for a more in-
shutdown person
event soon.
3.Wide range 2.Each client
of services must pay for 2. Members
programs 2.create
may not
unique ways
want to ask
3. difficult to for finincial to fundraise
offer specific help, so they for those
and targeted may not be who can not
afford it.
assistance able to do
programs 3.create
different
3. Members programs
may not feel for different
as cared for needs.

16
 SWOT
ANALYSIS
Opprotunites
Aspects Implications Possible
Subject
Actions

1.Expansion 1.Programs 1.Awareness 1.Partner

to help more and support with other
2.Social individuals. will widen orgs.
media for members
2.Build their and their 2.Increase
social media volunteers
families.
presence on among Gen
platforms Z.
2. Gen Z will
used by Gen
Z. get more
involved in
what
Easterseals
does.

17
 SWOT
ANALYSIS
Threats
Possible
Subject Aspects Implications
Actions

1.COVID-19 1.Halted 1.Adapt to 1.Create

fundraising current online
2.Sustainabili events pandameic versions of
ty and play to in-person
2.Lack of the events
funding due
regulations
to COVID-19 2.Reach out
in order to
realities to more
stay
donors and
functioning
host online
fundraisers
2. Depletion
of resources
for
programmin
g

18
 TARGET
AUDIENCES

Generation Z
Our team has recognized that there is a need
for more engagement among the younger
audience. This audience would include people
who enjoy volunteering and more specifically,
want to assist those with disabilities.
Creating a campaign that targets the
generation filled with independent digital
natives, increases the likelihood of the
organization being shared with higher
engagement on social media.

19
 KEY INSIGHTS
Out team has identified the following key insights that
will help us build our social media campaign based on
strategic reaseach on Easterseals' background,
competition, social media, and situational analysis:

ID - 1 9 h a s
COV
in -p e r s o n
impacted h
n g w h ic
fundraisi ng ls ’ ta rg e t
v id e fu n d i a s te rs ea
he lp s p r o E a n d
o ca n ce is l a r g e
s w h die n
for client s.
au
ic h c a n
rd p ro g r a m broad w h
no t aff o le ss
o p le fe e l
mak e p e
n n e c t ed .
co

a y n o t b e
Clients m
w a r e t h a t
a n
a ls ’ o f f ers s’ m u s t p la
Easterse te r s e al
Eas a nd
e lp fo r v en t s
financ ia l h virtual e i n g ly to
g a c co r d
o gr am s . fundra is in
nce
pr c u rr e nt a u d i e
mainta in ir
in g t h e
il e in c r eas
wh n c e.
u d i e
target a

20
 OBJECTIVES

Increase engagement on Tik Tok among

01 Gen Z by 20% by April 1st, 2022.

Increase engagement on Instagram among

02 Gen Z by 15% by April 1st, 2022.

Increase awareness among Gen Z within the

03 Bloomington-Normal location by April 1st,
2022.

21
 OBJECTIVE ONE

Increase engagement on Tik

Tok among Gen Z by 20% by
April 1st, 2022.

Strategy: Influencer
Tactic One:
Collab with @spintheglobe. She
is a micro-influencer who posts
Tik-Tok's about her life in a
wheelchair. The hashtag
#explorethepossibilites will be
shared on all her posts.
**View Appendix Two for more
information on Sylvia Longmire.

Tactic Two:

@spintheglobe would create posts

that would feature members of
Easterseals.

22
 OBJECTIVE TWO

Increase engagement on
Instagram among Gen Z by
15% by April 1st, 2022.

Strategy: Instagram

Tactic One:
Create an Instagram filter for
people to use. The filter will
incorporate the Easterseals logo.

(See Appendix Three for more

information on Instagram filters)

Tactic Two:
Do a giveaway with the "Shoot for
the Stars Pack." This pack will
contain.
- Easterseals Shirt
- Easterseals Mug
- Easterseals Stickers
- "You're a Star" Face Mask
(See Appendix Four for more
information)
23
 OBJECTIVE TWO
CONT.
Increase engagement on
Instagram among Gen Z by
15% by April 1st, 2022.

Strategy: Instagram

Tactic Three:
Create a member story highlight.
Each week will focus on a member
and their experience with
Easterseals.

(See Appendix Five for more

information)

Tactic Four:
Create Instagram stickers for
stories.

(See Appendix Six for more

stickers)

24
OBJECTIVE THREE

Increase awareness among Gen Z

within the Bloomington-Normal
location by April 1st, 2022.

Strategy: Media Relations

Tactic One:
Partner with Best Buddies at ISU.
Hold a giveaway with the "Shoot for
the Stars Pack."

(See Appendix Seven for more

information on Best Buddies)

Tactic Two:
Have a basketball event for
Disability Awareness month called,
"Easterseals Shooting Stars."

(See Appendix Eight for more

information about the event)
25
BUDGET

26
APPENDICES

27
23
 APPENDIX ONE
CONTENT CALENDAR ( October)
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
Tik Tok: Instagram: Instagram: Instagram: Tik Tok:
( influencer) (story) (giveaway) (story) (influencer)
post with EasterSeals sticker post of shooting EasterSeals story post with
@spintheglobe #Belimitless star pack time @spintheglobe
#explorethepossi giveaway #EasterSealsStorie #explorethepossi
bilites #shootforthestars s bilites
Instagram: Instagram: Tik Tok: Instagram:
Tik Tok:
(giveaway) (story) (influencer) (story)
(influencer)
post of shooting EasterSeals sticker post with post of EasterSeals
post with
star pack #Belimitless @spintheglobe story time
@spintheglobe
giveaway #explorethepossib #EasterSealsStorie
#explorethepossib
#shootforthestars ilites s
ilites
Instagram: Instagram: Tik Tok: Instagram: Tik Tok:
(story) (giveaway) (influencer) (story) (influencer)
EasterSeals sticker post of shooting post with post of EasterSeals post with
#Belimitless star pack @spintheglobe story time @spintheglobe
giveaway #explorethepossib #EasterSealsStorie #explorethepossi
#shootforthestars ilities s bilites
Tik Tok: Instagram: Instagram: Tik Tok Instagram:
(influencer) (story) (story) (influencer) (giveaway)
post with EasterSeals sticker post of EasterSeals post with post of shooting
@spintheglobe #Belimitless story time @spintheglobe star pack
#explorethepossi #EasterSealsStorie #explorethepossi giveaway
bilities s bilites #shootforthestars

28
 APPENDIX TWO

About Sylvia
Spin the Globe creator Sylvia Longmire is a
service-disabled veteran, mother, author,
consultant, entrepreneur, world traveler, and the
reigning Ms. Wheelchair USA 2016. She is the
perfect influencer because of her following
(98.2K). Her content gives a glimpse of her life in
wheelchair as well as provides educational
information. Sylvia inspires people with each post
which is exactly what Easterseals strives for.

29
APPENDIX THREE

Instagram filter example

posts

30
 APPENDIX FOUR

The "Shoot for the Stars Pack" will consist of Easterseals

merch and a star mask for people to wear at our Easterseals
Shooting Star basketball event. The Easterseals merch
generates awareness toward the organization.

31
 APPENDIX FIVE

The story highlight will spotlight members and their

individual stories. As well as share how Easterseals has
impacted their life. Gives followers a way to connect with
Easterseals.

Example of member Instagram

highlight

32
 APPENDIX SIX

We created four stickers for our target audience to engage

with on Easterseals social media. Our target audience can use
these stickers for their own content and feel included. While
also bringing awareness to the campaign.

33
 APPENDIX SEVEN

About Best Buddies

Best Buddies is an organization dedicated to
creating opportunities for friendships with people
with intellectual and developmental disabilities.
Establishing a global volunteer movement that
creates opportunities for one-to-one friendships,
integrated employment and leadership
development for people with intellectual and
developmental disabilities.

34
APPENDIX EIGHT

The Easterseals Shooting Star basketball

event will be held in October for Disability
Awareness Month. At the event there will be
concessions, giveaways, music, and more.
This event will raise awareness for Disability
Awareness Month as well as Easterseals.

35
 RESOURCES

AAPD. (n.d.). Retrieved April 18, 2021, from https://www.aapd.com/about/

Our mission. (2020, September 15). Retrieved April 18, 2021, from
https://www.specialolympics.org/about/our-mission?locale=en

Our mission and core values. (2019, August 28). Retrieved April 18, 2021, from
https://thearc.org/about-us/mission-values/

The story of Easterseals. (n.d.). Retrieved April 19, 2021, from

https://www.easterseals.com/who-we-are/history/

36