Strategic Communications Plan

By Chelsea Cooper
Social Media & Integrated Marketing Spring 2020
8 Point Plan
 The South Side lacks is segregated
due to violence and poverty. Be A
part of the Light counteracts this by
Situation promoting hope and
interconnectivity.
Analysis MBMHMC wants to maximize the
impact of the Christmas block
decoration by covering more ground
with more volunteers.
 Recruit 100 volunteers
throughout the holiday season
Objective 1 by Dec 16, 2020 to participate
in the Christmas Block
Campaign - Decoration
2Be A Part of the Light
 Demographic
The primary audience are millennials ranging
from ages 18 to 35 that prioritizes social media
in their daily lives. . Regardless of gender and
socioeconomic status

Geographic
Audience The campaign is anticipated to directly engage
residents of the South Side of Chicago.

Psychographic
The campaign will appeal to Chicago natives’
interest in high profile celebrities, politics &
those that value community engagement and
Christmas traditions.
 Convince millennials that by
volunteering for MBMHMC’s
Christmas block decoration
participants are fulfilling their
Strategy commitment as Chicago natives to
promote interconnectivity and
through seasonal cheer within their
community.
 1. 2Be Apart of the Light means to
honor interconnectivity in
Chicago.
2. My Block My Hood My City
believes in helping uplift those less
fortunate during the holidays
Key Messages 3. Social media can be used as a
unique and collaborative effort to
restore the community this holiday
season
4. Chicagoans upkeep and uplift the
Chicago community by
volunteering to decorate.
5. Christmas decorations make the
holidays more joyous and
complete for kids and families
 Tactics: o bjectives: Recruit 100 volunteers throughout the holiday season by Dec 16, 2020 to participate in the Christmas Block
Decoration

Microsite: a microsite that concentrates the campaign’s most important information and highlights

Blog Post: an exclusive opportunity to learn more about Chance the Rapper and his efforts and
partnership

Facebook Posts: Using the 2Be Apart of the Light hashtag, these posts will stimulate conversations
about Christmas in Chicago and highlight key messages.

Banner Ads: MBMHMC will post a series of five ads to encourage viewers to sign up to volunteer
for the 2Be Apart of the Light block decoration.

Social Media Press Release: One press release will announce MBMHMC’s new campaign and
partnership with Chance the Rapper.

Infographic: The infographic will effectively demonstrate various Christmas traditions practiced
around the world.
Banner Ad & Infographic Examples
 Tactics continued
Sponsored Instagram Posts: Christmas themed
Instagram posts will be posted from 11/ 8 -11/25 will be
sponsored by Pepsi.
Podcast: episode features Mayor Lori Lightfoot
addressing the economic climate of Chicago & 2Be
Apart of the Light.
Program 1: pop-up shop in front of a local, popular
Chicago grocery store that will present volunteer
sign-up sheets, along with hot cocoa, MBMHMC
hoodies, and beanies.
Program 2:Jahmal Cole will facilitate candid discourse
with Mayor Lightfoot, Chance the Rapper, and the
audience about life in Chicago .
Feature Story: MBMHMC CEO, Jahmal Coleman
will earn a feature story by Chicago Tribune that
will highlight Coleman’s leadership and 2Be Apart
of the Light.
Social Media Video: IG Live to announce
partnership with Chance the Rapper along with
where to find more information about the Christmas
I Got Muscles Like Superman Challenge Tik Tok
challenge.
YouTube Video: A videographer will capture
residents and young children within in the
community explain what it means 2Be A Part of the
Light.
 Date Tactic Activity

10/29/2020 Microsite Launch information regarding the campaign excluding the blog post

11/1/ 2020 Facebook Post Create daily Facebook posts from 11/1 – 11/7 - 12/8 – 12/14

11/9,11/16, Banner Ads Create content to encourage 2Be A Part of the Light with volunteer sign up
11/25 12/4 1-5
12/5

11/8/2020 Social Media Create press release to announce MBMHMC’s new campaign
Press Release

11/9/2020 Program 2 Secure venue for Jahmal Cole to facilitate discourse with Mayor Lightfoot,
Chance the Rapper

11/11/2020 Blog Publish transcribed interview with Chance the Rapper and contest reveal

12/2/2020 YouTube Video Create content video of residents and young children explaining what it
means 2Be A Part of the Light
Calendar
12/9/2020 Feature Story Confirm highlight feature story earned by Chicago Tribune on CEO Jahmal
Modified Cole
Version
Contingencies drivers, etc 10% Sponsored Posts 20 1000

Banner Ads 5 150 Blog 1 0

Social MediaRelease 1 0 Social M Video 1 0

Facebook posts 1 0 Feature Story 1 0

Podcast 1 0 Infographic 1 100

Program 1 , 2 50+250+50k+50+75 50,325

Brand Ambassadors 2 partnerships, 3 brand 1000

Partnerships

Graphic Designer 500+300+275=

Photographer , 500+300+275
Videographer

Total 59015

Budget
 The data will be taken from social
media interaction analytics and the
total number of volunteers. The
number of volunteers that sign up

Evaluation will determine the success.

The organization will compare Be

Objective: Recruit 100 volunteers A Part of the Light’s number of
throughout the holiday season by Dec 16, sign ups with 2Be A Part of the
2020 to participate in the Christmas Light to assess if the campaign was
Block Decoration effective and to what extent