Stripes of a Warrior Social Media Strategic Campaign

Representatives

Breanne Roybal

Gavin Kennedy

Alexa Mayorga

Adrian Preciado

Melanie Huerta

Brandy Leyva

—
November 28, 2022
COMM 466T
Professor Kenneth Hagihara
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Team Bios

Breanne Roybal
She is currently a student at Cal State University
Fullerton. She is majoring in Communications with a
concentration in Public Relations. She is gaining
experience through internships, most recently at a
marketing firm. Breanne hopes to work for a PR agency
in the near future.

Gavin Kennedy
Gavin is a Cal State Fullerton fourth year majoring in
Communications with a concentration on advertising.
He is Currently working as a media analyst at Life
Science Intelligence. He is working in media marketing
and advertising to acquire skills to work in real estate.

Alexa Mayorga
She is a senior at California State University Fullerton
graduating in Spring 2023. She is majoring in
Communications with a concentration in Public
Relations and is attaining a Digital Media certification.
With her years of learning and applying skills, Alexa
hopes to work with a PR Agency in the future. With this
PR plan, she hopes to aid Stripes of a Warrior in
attaining its goals.
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Adrian Preciado
He is currently a senior at California State University,
Fullerton graduating in May 2023. Majoring in
Communications with an emphasis in public relations
he is currently beginning his career as a public
relations and marketing intern for the Ontario Jr. Reign
hockey team. Adrian is striving to increase his
knowledge and experience in the field as he wishes to
work in sports in the future. With this PR plan, he
hopes to help Stripes of a Warrior accomplish its goals
and increase engagement.

Melanie Huerta
She is a senior at California State University Fullerton
graduating in Spring 2023. She is majoring in
Communications with a concentration in Public
Relations. Along with being a full-time student,
Melanie is also a freelance content creator and video
editor working with her clients. Melanie is on the
outset of an endless journey within PR, social media,
and marketing.

Brandy Leyva
She is a junior at California State University Fullerton
graduating in Spring 2024. She is majoring in
Communication with a concentration in Public
Relations. She hopes to obtain an internship position
working in PR for a music company or fashion brand.
Brandy hopes to put her skills and learned knowledge
about the industry to use in order to achieve this goal.
With this PR plan, she is striving to help Stripes of a
Warrior maintain its goals.
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Table of Contents

Team Biographies 1-2

Executive Summary 4

Client Profile 5

Competitor Analysis 6

Situational Analysis 7

SWOT Analysis 7

PEST Analysis 8

Audience Analysis 10

Primary Research 12

Objectives and Implementation 14

Strategy and Tactics 14

Calendar 15

Evaluation 16

Conclusion 17

References 18
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Executive Summary

Who we are
Two best friends founded the Stripes of Warrior, Mindy M. (33), a breast cancer
warrior and Tara T. (31), on the other hand, had lost numerous loved ones due to
cancer. They both pursued the essence of sharing stories, showcasing all warriors
worldwide. Once they saw their blog's impact, they became a 501 (c) (3).

Our mission
The Stripes of Warrior is an organization on a mission to assist people on their
journeys in fighting cancers financially and through the hardships after a cancer
diagnosis.

Our vision
Helping warriors fight cancer financially. Stripes of a Warrior have a special
meaning to their name in connection to the journey of cancer, for the stripes mean
the hardships or scars of the journey to remind us that being a warrior doesn't
define you.

Our values
Unity, Transparency, Community, Hope, and Love
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Client Profile

Stripes of a Warrior was founded by two best friends, Mindy M and Tara T, who were 33

and 31 years old. Their mission is to help warriors fight cancer financially and help those

experiencing hardships after a cancer diagnosis. Stripes of a Warrior has significant meaning in

correlation to the journey of cancer. Stripes mean the hardships and scars of the journey, as a

reminder that you are a warrior and they do not define you.

Mindy was a breast cancer warrior, and Tara had lost multiple loved ones due to cancer.

Mindy and Tara sought the importance of sharing stories, showcasing all the warriors in the

world. Once they saw their blog's impact, they became a 501 (c) (3).

Stripes of a Warrior has multiple fundraising events, such as the Super Warrior 5K, the annual

golf tournament, and their set package that can be purchased in order to support the mission.

Stripes of a Warrior consists of donations, shares, and warriors.

Our team wants to make Stripes of a Warrior a more established organization in its online

presence. We want our campaign to grasp the target audience's attention and increase awareness

of their mission. Stripes of a Warrior heavily focuses on donations to financially support needy

families. Broadening the spectrum of potential shares on social media will allow more people to

receive help. Their events are usually local around the Yorba Linda area, but with a more

substantial social media presence, they can reach the whole county.
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Competitor Analysis

Primary Competitor

Breast Cancer Angels is another non-profit organization in Orange County that raises money to

provide financial assistance to cancer patients. Breast Cancer Anges provides immediate and

temporary assistance with everyday needs. They help with housing assistance, transportation,

food, utility payments, and more during breast cancer treatment. They assign social workers to

assist those in need with locating other resources, along with compassionate and emotional

support. Uniquely, they provide you with legal advice for family law as a part of their services.

They are also sponsored by Trend Offset Printing, Hybrid Foundation, Diversified Thermal

Services and Wells Fargo. Breast Cancer Angels can be seen as the primary competitor because

in comparison to Stripes of a Warrior and Breast Cancer Solutions, they provide the most

services.

Secondary Competitor

Breast Cancer Solutions provides breast cancer patients with direct assistance to support their

journey and community. Their goal is to provide a community with full access to breast cancer

treatment and provide direct financial assistance for living expenses/medical costs out of pocket.

Breast Cancer Solutions serves patients in Orange County, Riverside, and San Bernardino. They

are partnered with the Anaheim Thrift and Cars2Charities in order to receive donations from

houseware to clothing for their cancer patients. They make it super easy for people to help out

and accessible for those in need.


Situational Analysis
SWOT Analysis
Strengths
● Stripes of a Warrior is on a mission to
assist families and individuals affected
by cancer.
● It creates an outlet for recipients to
receive financial support for
themselves or their families in need of
this assistance.
Opportunities:
● It is not discriminating against anyone
on the basis of who they are
● As the growth of apps and technology
advances are being used more it has
made more donation platforms
available.
7
Weaknesses
● Only provide financial assistance to
those who have been diagnosed with
cancer.
● Stripes of warriors could focus more
on our social media presence.
Threats:
● Stripes of Warriors will not always
receive a cohesive amount of
donations on a daily basis so it can
affect the recipients donation rates to
change with time allowed.
● Other non-profit competitors
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PEST Analysis

Political

The primary factor in the political climate is the government because of the ways nonprofit

organizations can be taxed. Depending on the type of classification of tax code designation

determines if federal funding needs to be detracted or how much of the contributions will be

taxed (ProPublica). Changes in politics can cause issues for specific nonprofits to know how to

budget their spending with the funds they have allocated for their needs. Rearranging specific

plans or events due to changes in financial stability and the political climate is crucial to success.

Economic

Recent events of Covid-19 that put a stop to many industries of work and individuals making an

income it has dramatically impacted the economy. Even though we are moving past how severe

Covid-19 was, families everywhere still face difficulties. With increasing prices of the cost of

living and medical care, families' and individuals' likelihood of donating to organizations will

change (Center on Budget and Policy Priorities, 2022). The inflation we are experiencing in the

economy has made prices for every need an individual has more expensive than before. The

economic climate has made fulfilling assistance to those who need it strenuous.

Social

Among individuals contributing and making a community by helping others, there were

hindrances due to gathering limitations because of Covid-19. Many precautions were taken when

working with high-risk individuals due to illnesses impacting their health. Due to this, many

communities that were support groups of individuals already facing difficulties with cancer were

feeling isolated and unable to make these needed connections. The effects of this were
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tremendous and affected adults ages 18-29 with their mental health, especially with anxiety and

depression (Boston College, 2022).

Technological

In today's modern-day, where technology is used in almost every aspect of individuals' lives to

receive news, entertainment, or stay up to date with the political climate, newer technology is

needed to be more efficient in sharing a message (Forbes, 2021). Adapting to new and efficient

technological ways can help the outreach of audiences. Creating and maintaining a presence

online and utilizing analytics tools to figure out the strengths and weaknesses will benefit the

opportunity for potential customers to want to work with a particular company.

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Audience Analysis
Psychographics

Based on the profiles of the 100 followers surveyed on Instagram, we found that around

75 percent of the viewable profiles were family oriented and/or had multiple family posts.

Because of the age range, gender, and cancer statistics, it could be assumed that these older

ladies have had some sort of connection to cancer. This is important to note as these people are

active in support of fighting cancer.

Social Metrics

Taking the majority group of women over the age of 50, we notice they have a relatively

low number of followers. This could mean a couple of things that are important to note

pertaining to who our target audience would be. The low follower count coupled with older

women implies that the followers are probably going to come from close friends and family. This

means that they probably have more influence over their followers in terms of recruiting other

people to support our cause, but their reach is limited. They don’t receive many likes so not

many people outside of their followers are going to see the post because the Instagram algorithm

most likely won’t push it.

Location

Stripes of a Warrior primarily works with Orange County but reaches audiences further.

Most of the non-profit fundraising events are held in the Yorba Linda Placentia area.

Cancer Awareness

Cancer has a significant impact on families in the United States and all around the world.

An estimated $150.8 billion is spent on national expenditures for cancer care in the United States

(Cancer 2020). Financials of cancer care should be the last thing on the mind while fighting
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cancer. Stripes of a Warrior help ease the financial burden left by cancer treatments. By 2040, the

number of new cancer cases per year is expected to rise to 29.5 million (Cancer 2020).
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Primary Research

Age

The audience’s age range willing to donate and participate with the non-profit

organization is typically 50 years old and older.

Gender

We found that both men and women are eager to participate in Stripes of a Warrior

fundraising and read their blog. Men and women are affected with cancer, and about 39.5% will

be diagnosed at some point during their lifetime (Cancer 2020). The audience is not limited to

cancer victims but also their family members, of both genders, willing to help donate and

fundraise. Although both men and women are willing to participate, we noticed that their

audience on Instagram specifically is predominately female. Taking a sample size of 100 random

followers, the ratio of women to men was 95 to 5.

Primary Audiences:

Based on the age range, gender, and psychographics of Stripes of a Warrior’s Instagram

followers, our target audience will be 50+ year-old women in Southern California who follow

community fundraising. As another preference, these women should be very family oriented.
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Secondary Audiences:

Community leaders who are involved with promoting non-profit organizations at

community events. They are connected to more people than just average participants. We will

target the community leaders because they have influence and reach to our target audience being

50+ year-old women. We will choose four different community leaders to reach and will select

two that fit our needs best.

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Objectives & Implementation

Objective 1: Increase the awareness of Stripes of a Warrior Super Warrior 5k by January 22,
2023.
● Strategy
○ Find community leaders to promote SOAW via social media post
■ Tactic
● Draft email/message to 4 different representatives
● Meet with respondents
● Negotiate compensation up to $3,000 for a post and story
post (adjust based on followers)
● Implement importance of brand
positioning/personality/marketing for the post

Objective 2: Increase outreach and public outreach for Stripes of a Warrior by interacting more
with the sponsors by the end of the year, December.
● Strategy
○ Network for promotion and extra sponsors through the Chamber of
Commerce
■ Tactic
● Critique and opportunities
○ Instagram/FB doesn’t promote sponsors
○ Make it more mutually beneficial
● Meeting with current and potential sponsors
○ Posting and collaborating more with sponsors and
vice versa

Objective 3: Educate internal Stripes of a Warrior about the opportunities and impact of social
media usage in promoting in templates by January 30, 2023.
● Strategy (create a media plan for use after our campaign is over)
○ Create media plan for use after our campaign is over
■ Tactic
● Prepare 3 templates for post
● Create post schedule
● Explain tone of captions
● Explanation for target audience
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Calendar

TASK DATE
Research 11/18/22

Create list for influencer outreach 11/19/22

Craft pitch for influencers 11/20/22

Shoot content for Instagram feed 11/21/22

Create list for sponsor outreach 11/22/22

Craft pitch for sponsors 11/23/22

Post new Instagram content 11/24/22-12/8/22

Repost content posted by influencers 12/9/22

Repost content posted by sponsors 12/10/22

Instagram Live’s to connect with community 12/14/22

with Q&A

Track media engagement 12/21/22

Make changes to content if needed and post 12/22/22-01/10/23

Create content and post for Stripes of a 01/15/23

Warrior Super Warrior 5k

Create content and post on Instagram 01/25/23

explaining the reason behind the 5k and how
to get involved

Instagram Live Q&A 01/26/23

Post an appreciation post of workers for 5k 01/28/23

Repost content with #StripesofaWarrior5k 01/30/23

Repost content made by influencers or 01/30/23

sponsors during the 5k

Evaluate ongoing results 01/31/23

Campaign Ends 02/01/23

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Evaluation

The way that our team plans to evaluate throughout the conceptualization of our overall
Social Media Plan is to communicate effectively with our client Stripe of a Warrior, the strategies
we want to move forward to be processed in a new format to expand the organization positively.

We, as a team, are aware of how the PEST Analysis effectively understands the
differences politically, economically, socially, and technology-wise for the impacts it makes on
our clients, to understand how altogether influence their organization to work throughout time.
With this in mind, it also brings how our audiences that reach our client's organization are a
limited range of people. It brings us insight into how we can move effectively within our
strategies to move forward to the correct target audience to expand effectively without sending
messages to incorrect target audiences.

Our client will evaluate new opportunities using the strategies we have incorporated into
our social media plan to benefit their organization. By allowing our campaign to target their
audience's attention while increasing awareness of their entire mission statement.

Our goal is for our community leaders to promote our organization's mission via social
media platforms, for it brings the importance of expanding the brand moderately and socially to
benefit their growth. It will increase outreach in a public view for Stripes of a Warrior to interact
with as many sponsors as possible during the time that we are assigned to promote ourselves in
creating a stable outreach and how we move forward with this objective. They will be on the
move in sharing the impact via social media to educate others on how their goal in the
organization is significant and brings importance to many who can relate to their organization.
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Conclusion

With our social media awareness campaign, we will increase outreach/public outreach by
using community members to promote and gain extra sponsors that will help Stripe of a
Warrior obtain their goals which is to help those who are battling cancer.

We will make Stripes of a Warrior more mutually beneficial, meet current and beneficial
sponsors by posting and collaborating more. Researching the success rate of
advertisements and continue to reach out to those who interact with them.

Also, we will educate internal Stripes of a Warrior about the opportunities and impact of
social media usage in promoting templates for the future.

Although there are competitors who also advertise and request donations for their
companies, we have formulated a plan that will lead to an increase in engagement for
Stripes of a Warrior.
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References

Tracking the COVID-19 economy's effects on food, housing, and employment hardships.
Center on Budget and Policy Priorities. (n.d.). Retrieved November 27, 2022, from
https://www.cbpp.org/research/poverty-and-inequality/tracking-the-covid-19-economys-eff
ects-on-food-housing-and

Fullerton, N. (2021, April 29). Instagram vs. Reality: The Pandemic’s Impact on Social
Media and Mental Health. Pennmedicine.org. Retrieved November 27, 2022, from
https://www.pennmedicine.org/news/news-blog/2021/april/instagram-vs-reality-the-pande
mics-impact-on-social-media-and-mental-health

Hayward, E. (2021, April). COVID-19's toll on mental health. Covid-19's toll on mental
health. Retrieved November 27, 2022, from
https://www.bc.edu/bc-web/bcnews/campus-community/faculty/anxiety-and-stress-spike-d
uring-pandemic.html

Tabas, J. (2022, November 9). How nonprofits can use social media to increase donations
and boost visibility. Forbes. Retrieved November 27, 2022, from
https://www.forbes.com/sites/allbusiness/2021/03/06/how-nonprofits-can-use-social-media
-to-increase-donations-and-boost-visibility/?sh=57cf90022bb7

Andrea Suozzo, K. S. (2013, May 9). Stripes of a warrior inc - nonprofit Explorer.
ProPublica. Retrieved November 27, 2022, from
https://projects.propublica.org/nonprofits/organizations/812460636

Breast cancer solutions. (2022, November 4). Retrieved November 26, 2022, from
https://breastcancersolutions.org/bcs/

Nonprofit organization. Breast Cancer Angels. (n.d.). Retrieved November 26, 2022, from
https://www.breastcancerangels.org/

“Cancer Statistics.” National Cancer Institute,

https://www.cancer.gov/about-cancer/understanding/statistics.

“Community Events.” YORBA LINDA CHAMBER,

https://www.yorbalindachamber.us/community-events.html.

Stripes of a warrior. Stripes of a Warrior. (n.d.). Retrieved November 27, 2022, from
https://stripesofawarrior.com/