LITERATUREFORALLOFUS

______________________________________________________________
PROJECTBRIEF

NAMEOFPROJECT:MardiGrasMagic.FundraisingeventforLiteratureforAllofUs

DATE:February7,2014(EventLaunchDate)

OVERVIEW
MardiGrasMagicisafundraisingeffort,createdbythenonprofitorganization,LiteratureofAllofUs.Theproceedsfromthis
event,aswellasitsafterparty,theLateNightRevelersBall,benefittheimportantworkofLiteratureforAllofUs.Theorganization
servesyoungpeopleages1221whoareimpactedbypoverty,violence,andearlyparenthood.Itoffersprofessionallyledweekly
bookgroupprogramsincollaborationwithalternativehighschools,GEDprograms,andcommunityorganizations.

Everyonefromalumni,staff,andnewparticipantswillplayamajorroleinachievingourgoaltoraisesufficientmoneytocontinue
supportingthisorganizationandthosewhobenefitfromit.Weaimtoachieveourgoaleffectivelyandreachourcommunity
throughthesesocialchannels:Twitter,Facebook,InstagramandYoutube.

PROJECTTEAM
AngieSaavedra
NancyNowak
RaeanneSarazen
DilaneMitchell


AUDIENCE
Contenttobetailoredtotwodistinctaudiences2135yearand35+.Withinthoseagegroups,audiencemembersfallinto
severalcategories:
LiteratureforAllofUsalumni,staff,friends,participants
Twittertoencouragediscountedticketsandafterparty
Donor,boardmembers,theircircleoffriends($)
FB
Eventattendeesfrompreviousyears
FBandTwitter

PRIMARYOBJECTIVES
Objectivesforsocialorganizationasawhole:
Createdialogwithsupporters
Showtransparency
Educatesupportersbypostinglinksandtyingbackandlinkingtoorganizationwebsite
Promoteeventsandsharenews
Supportcollaboratorandsponsors
UtilizeeventsmarketingtodirectuserstoLiteratureforAllofUswebpage.
Engagealumni,parents,friends,staff,andstudentsthroughacreativeanduniqueapproachandeducatethemonthe
organizationsmission.

Objectivesforsocialcampaignspecific(MardiGrasMagic/RevelersBall):
AnnouncethelaunchofMardiGrasMagicevent,LiteratureforallofUsannualfundraisingevent.
Encourageuseof#MakeMardiGrasMagicand#RevelersRequiredhashtag.
Increasetheexcitement,engagement,andattendanceof2135yearoldagegroupfor2015fundraisingevent.
Raise$100,000tosupportourprogrambyincreasingattendanceatMardiGrasevents

KEYMESSAGES,IMAGERY,ANDTONE

 KeyMessages:
Becomingaliteraturedonatorgoesalongwayinyourcommunity
Giveyoungprofessionalsawaytobettertheircommunity
Funwaytosupportorganization
MardiGrasMagiceventistakingplace
Educateaudienceontheorganization
CommunitydevelopmentthroughthemeansofEnglishLanguageArts.

ToneandImagery:
Festive,fun,lively
Illustratetheeffortsandrewardsoftheorganization.
Imagesshouldcontain:LiteratureforAllofUSLogo,hashtag,andwebsitewheneverpossible

GRAPHICS
Photos:
Photographsfrompreviousevents
FacebookandTwitterbackgroundwalltorotate
Variousphotosrepresentingtheorganizationsmission
Video:
Videosfromwebsite
Postingavideomonthlythethreemonthsleadinguptotheevent

Images:
Infographicabouthow$supportorganization
Infographicaboutfundraisinggoals
InviteforRevelersBall

CONTENT
Wedecidedtouse#MakeMardiGrasMagicasourcampaignhashtagbecauseitsalliterativeandwasnotusedbyanyother
organizationonTwitter.Wealsowantedtoavoidusingtheorganizationsabbreviationbecauseitlookssomuchlikeanother

acronymusedacrosspopularculture.Itwouldmanifestacrosssocialnetworkingplatforms:Facebook,Twitter,andInstagram.All
ofthecontentwepostwillincludethathashtag.

Takeawaymessagestobrandthroughoutcontentis:

1.
$goesalongwayandisimpactful
2.
Youngpeoplecanbettertheircommunity
3.
Attendingtheeventisafunwaytotosupporttheorganization

Specificcontentincludes:
Videos1x/month
Havingpeoplesharetheirfavoritebooks(public,stories,emotion)
Countdownincludedonpostsclosetoevent
Seasonalposts(Halloweencostumerelatedholidayrevelryrelated,givethegiftofgiving(tickets))(triggers)
Postsaboutauctionitems(ifitsnows,postaphotoofabeachifthatisaraffle/auctionitemSignedBlackHawkJerseys
BearsticketstriptonewOrleans)(triggers,practicalvalue)
Episodicstoryaboutoneofthealumnitoldoveraperiodoftimetobuildsuspenseandgetppltocomeback(emotion,
stories)
Quotes&Poetryfromalumni(emotion,stories)
Mondaysocialphotoupdates
eBlastnewslettergoesto3,000peopleonceamonthhavelinkstoevent&socialonthis
PromotionofRevelersBallbegins1monthbeforeevent
SocialcontestfreeRevelerscontestforthepersonwhoisabletogetthemostlikesonaFBstatuspostabouttheevent
inoneweek(socialcurrency)
Encouragephotosfromtheeventwithredcarpetarea(socialcurrency)

MINICAMPAIGNS
Wechose#RevelersRequiredasourminicampaign.Itwillfocusonthe2135agegroupthatLitforAllistargetingfortheLate
NightRevelersBall.ContentpostedwiththishashtagwillappearonTwitter,FacebookandInstagram.Wedecidedtopostthis
contentbetween89p.m.Wechosethelatertimeslotbecausewewantaudiencetoassociatethiscontentwiththeparty,which
willhappenlatenight.Thiscontentwillalsofocusonthediscountedpricesforprospectiveattendeesinthetargetagegroup.


Theimageryaround#RevelersRequiredwillbeverydifferentthanthatfor#MakeMardiGrasMagic:darkandsexy.

SOCIALAMBASSADORS
Whotheyare/mightbe:
Common(evenifonlyonetweet)askhimtoTweettofollowersalinkandendorsement
PerformancepoetsHavethemselectapowerfulquotefromoneoftheirpoemsandlinktoevent
ThoseDeltaRhythmKingsaskthemtosharedateonFacebooktofollowerswithlinktoevent
BoardMemberswhofeelcomfortablewithtechnology
Jr.BoardMembers

SocialRoles:
EmpowerJuniorboardmemberstoengageandsharepicturesandupdatesusingthehashtag(twitter)withtheirfriends,
familyandfollowers.
EducatetheJuniorboardmembershowtoproperlyuseinstagram,twitter,facebookandYoutubesotheycanhavea
strongvoicetodiscusstheeventwiththecommunityandsponsors.
Juniorboardmemberswillwinaudiencesagesfrom2135byintroducingtheaudiencetorelatablepastevent
experiencesthatexcites,educateandentertainsthem.Forexample,postpictureslastyearsevent,sharestoriesoftheir
mostmemorablemomentofthenight,postfactsaboutwhattheylearnedabouttheorganizationandwhatinspiresthem
everyyeartocontinueontheboard.
TheJuniorboardwillestablishatoneofupbeatandplayfulness,welcomingotheryoungmemberstojoin.
Encouragewordofmouthmarketingamongstparticipantsalreadyactiveonsocial.
Educateoldermembersonhowtoparticipateonsocial(primarilyonFacebook)andsharetheirthoughtsandphotosof
pastevents.
Asksponsors(costumeshop,bourbonmanufacturer)topromotetheeventontheirFacebookandTwitterpages,linkingto
LiteratureForAllofUseventspage.

METRICS&PLATFORMS
PlatformsUsed:
Hootsuitelistentohashtagconversationsaswellasrelatedkeywords
FBInsights

 Googleanalytics

Whatwillbereported:
FBInsightswillmonitor:
Thegrowthoflikes,andwillbreakthisdownfurtherbyagegrouptoseewhat%increasetherewasinthe2134
agegroup
Whichtypeofcontent(statusupdates,linksorphotos)weremorepopularwithdifferentgroups
Whichpiecesofcontentwheremostshared
Whichpageswereclickedonmost(eventvs.organization)
Registrationpagewillmonitor:
Wheretrafficcamefrom.Search,FB,Twitterordirectwebsite(mailedinvite)
Baselinemetricsoforgpageasawhole:
FBInsights(currentbaseline:557likes,79%women,largestgroupis2534(27%)followedby3544
(23%))
Mostpopcontent1.videos2.links3.photos
Howoftenwillmetricsbereported:
Listeningtoolsusedinrealtimetodetermineiftweakstomessagingneedtobedone
FBInsightspulledatleast1x/wk
Hootsuiteconversationstobemonitoredminimumof2x/daytoensureappropriatementionsofphotoscanbesharedby
LFAOUasadditionalcontent

BUDGET
$500forsponsoredtweetsandfacebookpostforsavethedate,eventinvitations,announcementofbothhashtagsandlast
reminderpriortoevent.


MARKETINGTIMELINE

Date

Task

Outlet

Notes

Oct28

Senda
savethedate
postcardandemail
blast

Uploadsavethe
dateonfrontpage
ofwebsitehome
page

Print
(postcard),
emailblast
website

Promote#MakeMardiGrasMagic,Instagram,Twitter,Facebook,
andyoutubeonpostcard,emailblast,andwebsiteforFebruary7,
2015MardiGrasMagicGala.

ConsideraddingaWisePoppopupforsavethedatetowebsite.

Oct31

Uploadphotosof
staffinHalloween
costumes

Twitter
Facebook
Instagram

Sharesavethedateandsaveyourcostumes....

Twitter
:Saveyourcostumesfor@LitForAllMardiGrasMagic
GalaFundraiser:February7,2015.

Facebook
:SaveyourcostumesforLiteratureForAllofUsMardi
GrasMagicGalaFundraiser:February7,2015.(postfun
Halloweenpicturesofpeopleincostumes.)

Nov2

DaylightSavings

Twitter
Facebook
Instagram

Twitte
r:DaylightSavings!Hunkerdownwithabookasdaysgrow
shorterandnightsgrowcolder:@LitforAlltop10youngadult
readinglist:(websiteURLdirecttoreadinglistwillseesavethe
datepopup)(postphotoofteenagerreading)

Faceboo
k:DaylightSavings:Hunkerdownwithabookasthe
daysgrowshorterandthenightsgrowcolder:@LitforAllyoung

adultreadinglist:(websiteURLdirecttoreadinglist).(Postimage
oftop10bookcoversphotoofteenagerreading)

Instagram
:Photoofteenagereading@LitForAlltwitterand
website/readinglist

Nov3

ArticleinTheNorth
Shore

Print
Twitter
Facebook

Nov5

Emailblastto3,000 Email
people1x/month

Twitter
:ReadwhyLiteratureForAllofUsworksURLlinkto
articleinNorthShore,linktoLitForAllwebsitepictureofnonprofit
logo

Facebook
:ReadwhyLiteratureForAllofUsworksURLlinkto
articleinNorthShore,linktoLitForAllwebsitepictureofnonprofit
logo

Emailblast:savethedateforMardiGrasMagic,include
#MakeMardiGrasMagichashtag.
Attheendofemailnewslettertomembersinclude:

Helpusmeetourmission.Clickheretoregisterforeventor
makeadonationtoday.Thankyou!
(Linksbelowtoconnecttotwitter,facebookandLiteratureforall
ofUswebsite)

November5 PostSaveThe
DateonSocial

**sponsored
content

Twitter
Facebook

Twitter
:SavetheDate:LiteratureForAllofUsGalaParty
February7,2015:#MakeMardiGrasMagic.(linktoLitforAll
website,postphotofromlastyearsevent.)

Facebook
:MarkYourCalendarsforLiteratureForAllofUsGala
Party:#MakeMardiGrasMagic


PostphotooflastyearsMardiGrasPartywithdetailsaboutthis
yearsevent.

GettransportedtoanightinTheBigEasyatMardiGrasMagic.
FeastonCajuncuisine,tryyourhandatblackjack,danceallnight
toDixielandJazz,bidinthesilentauction,testyourluckinthe
raffle,andwatchdazzlingperformers.It'llbeanightofcolorful
costumes,livelyconversation,andfestiveMardiGrastraditionsto
benefittheworkofLiteratureforAllofUs.Masksrequired,
costumesdesired.

Linktowebsitetoregister
Nov5

Ambassador
ContentSharing

FB/Twitter/In
stagram

Nov6

Videotellstoryof
Youtube/Fac
organization,
ebook/Twitter
include:one
participants
personalstoryeach
month.

Consider2x/yr
videoofstaffstory

Posta3minutevideo(doesntneedtobeprofessionallydone)on
Youtube,FacebookandTwittertoeducatepeopleon
organizationsmissionandshareastorythatshowshowreading
canempowerkids.Linkto
http://www.literatureforallofus.org

TransparencyaboutLiteratureForAllofUs:considervideosthat
includebehindthescenesandintheclassroom/bookclub
meetingfootage.

Nov9

Sharestudent
quoteandremind
aboutendofyour
giving

Facebook
:"Insteadoftakingitoutonpeople,Itakeitouton
paper,"juniorEricaGolattefromSecondChanceSchoolsaid."So
it'skindoflikemypenistakingitoutonpaperinsteadofme
takingitoutonsomebodyelse."(IncludelinktoABCNewsStory)

YoucanhelpusreachmorekidslikeEricabydonatingnow.
Includeadonatebutton.

Facebook

Requestsavethedatecontentbesharedbysocialambassadors


Nov11

ShareTEDTalk
Video

Twitter
Facebook

Twitter/Facebook
:ListentoLisaBu:HowBooksCanOpenYour
MindviaTEDTalks

Nov12

Askpeopletoshare Twitter
favoritebook
Facebook
Instagram

Encouragesharingtoexposenewpeopletoorganization:

Twitter
:@LitForAllwantstoknowyourfavoritebook.Sharewith
us.

Facebook
:LiteratureForAllofUswantstoknowyourfavorite
book.Howdiditchangethewayyouthink?

Instagram
:Whatsyourfavoritebook?Postcoverofpopular
bookstogetpeoplethinkingabouttheirfavoritebook.

Nov15

Bringawarenessto
PhilanthropyDay

Or

#GivingTuesday

PhilanthropyDay:Thisdayacknowledgestheservicesprovided
bynonprofitsandrecognizestheimpactthatphilanthropyhason
thefabricofsociety.

Twitter
:@LitForAllchallengesyoutogivealittleextraon
PhilanthropyDay:WeAllBenefit.(Linktowebsite)

or

Twitter
Facebook


Kickstartyourendofyeargivingbydonating@LitForAllon
December2#GivingTuesdayDay:(Linktowebsite)

Facebook
:LiteratureForAllofUschallengesyoutogivealittle
extraonPhilanthropyDay(or#GivingTuesday).<Pictureofbook
group>Hereiswhatyourdonationwillprovide:

$1,000supportsoneparticipantforafullyearofbookgroup
activitiesincludesbooks,artmaterials,andfieldtrips.
$500providestwosessionswithvisitingartiststointroduce
participantstocreativeexpression.
$250fundsalibraryfieldtripfor15teenparentsandtheir
childrenincludestransportation,lunch,andlibrarycards.
$100purchasesenoughcopiesofabookforonebookgroup.
$50provideswritingjournalsfor10participants.
$25purchaseshealthysnacksforonebookgroupsession.

Nov22

PostFavorite
Bookspeople
submitted

Facebook
Twitter
Instagram

Twitter/Facebook/Instagram
:
HereareYOURfavoritebooks(URLlinktoLiteratureForAllof
Uswebsite.Postbookcoversoftop10)

OvernextmonthpromoteLiteratureForAllofUsandsubmitted
top10booksasholidaygiftideasincludingquotesonhowa
specificbookchangedthewaysomeonethinks.(Hopingto
receivealotofsharingwhichwillresultinmanyfollowup
tweets/Facebookposts)

Nov28

BlackFriday

Twitter
Facebook

Twitter
:Wantataxdeduction?Makeanendofyeartax
deductiblegiftto@LitForAllorbypurchasingticketsto
#makemardigrasmagic.#GivingTuesday.

Facebook
:Endofyeargivingreminder:makeanendofyeartax
deductiblegifttoLiteratureForAllofUsbymakingadonationor
purchasingticketsto#makemardigrasmagic.
TolearnmoreaboutLiteratureForAllofUsimpact:linkto
Utubevideo.
Dec3(1st
wedof
month)

Emailblastto3,000 Email
people1x/month

Email:Include#MardiGrasMagicinemailblast.Attheendofan
emailnewsletteroremailtomembersput:
Helpusmeetourmission.Clickhereandmakeadonationtoday.
Thankyou!
(Linksbelowtoconnecttotwitter,facebookandLiteratureforall
ofUswebsite)

Dec3

#MardiGrasMagic
announcement

**sponsored
content

Twitter
Facebook

Twitter
:Gettransportedtoanightofcolorfulcostumes,lively
music,andfestiveMardiGrastraditions#MardiGrasMagic

Facebook
:ComeandenjoyanightinTheBigEasyat
#MakeMardiGrasMagic.FeastonCajuncuisine,tryyourhandat
blackjack,danceallnighttoDeltaRhythmKingsandmore!(Add
picturesfromlastyear).

Dec5

Tellthestoryof
event

Facebook
eventpage

ShareFacebookEvent
:
Gettoknowus!Ourawardwinningprogramprovidesimportant
opportunitiesforhundredsofyoungpeopletoexploretheworld
andthemselvesthroughliteratureandtofreetheirimaginations
throughthestudyandwritingofpoetry.
Comeandjoinourevent!
MardiGrasMagicSaturday,February7,2015@6:30pm,The
StandardClub
GettransportedtoanightinTheBigEasyatMardiGrasMagic.
FeastonCajuncuisine,tryyourhandatblackjack,danceallnight

toDixielandJazz,bidinthesilentauction,testyourluckinthe
raffle,andwatchdazzlingperformers.It'llbeanightofcolorful
costumes,livelyconversation,andfestiveMardiGrastraditionsto
benefittheworkofLiteratureforAllofUs.Masksrequired,
costumesdesired.
Dec8

Letpeopleknow
Twitter
howdonationswill Facebook
impactorganization Instagram
Web

ShareSponsorshiplevelInfographic

Twitter
:Dontforgettodonate!Youcancontributeintothe
successoftheevent#MakeMardiGrasMagic

Facebook
:InterestedinsupportingMardiGrasMagicthrough
sponsoringorunderwritingtheevent,donatingtooursilent
auction,orbuyinganadintheeventprogram?Checkourwebsite
andlearnhowyoucancontributetothesuccessoftheevent.
REMEMBER,eachdollardonatedhelpturnayoungpersoninto
anindependentreader.

Instagram
:Shareinfographic

Dec8

Invitationssent

**sponsored
content

Print
:Include#MakeMardiGrasMagicandinvitetofollowon
TwitterandgotoFacebookformoreinformation
Makesuretheinvitationsaremailedout,postedonsocial,and
postedthehomepageoftheLitForAllwebsite.

Twitter
:Invitationsareout!!Makesuretoregisterandmarkyour
calendars.#MakeMardiGrasMagic

Facebook
:Invitationsarefinallyout!Dontmissoutonthisgreat
event.Registernowandmarkyourcalendars.StartLooking
forwardtofeastonCajuncuisine,tryyourhandatblackjack,
danceallnighttoDeltaRhythmKingsandmore!

Instagram
:Pictureofinvite

Print
Twitter
Facebook
Instagram

Dec15

Givingbooksas
Gifts

Facebook

Suggestthatbooksareagreatgifttogivearoundtheholidays.
IncludeLitForAllrecommendedbooks,peoplewhosharedtheir
favoritebooksorlistofmostpopularbooksand/orlinktoother
contentthatcontainsthisinformation

Facebook
:Christmasisalmosthere!thinkingaboutwhattogive
alovedone?sharetheloveofbookswithyourfriendsandloved
onesthroughouttheseHolidays.101booksforgiftgiving.

Dec17

Uploadvideoson
social

Facebook
Youtube

PostvideosonFacebookandYoutubetoreinforceorganizations
work

Facebook&Youtube
:postorganizationsDVD,availableon
theirwebsite.introductiontovideo:Powerfulinterviewswith
youngmothersinourBookClubs.

Dec19

ParticipantStory

Facebook
Wed

Highlightaparticularparticipantandtheirstoryeachweekasa
standalonefeature:

Facebook
:"Myexperienceofreadinginbookgrouphasmade
meabetterreaderandopenmindedtobooksthatIusuallywould
neverread.NowIreadallthetime."AmeliaArreoloa

Web
:FindouthowLiteratureforAllofUsBookGroupsinspire
andempoweryoungmenandwomen.POSTVIDEOONWEB

Dec22

GivingMGMtickets Facebook
asGifts

Facebook
:Withtheholidaysaroundthecorner,whatwould
makeagreatergiftthanpurchasingaticketforafriendorfamily
membertoourMardiGrasMagicevent.Alltherevenuefromthis
eventwillgotosupportandmakeadifferenceintheacademic
performanceandconfidenceofallofourstudentsasthey
becomeavidreaders.

Dec29

Getindonations
beforetheendof
theyear

Facebook

ReminderofLFAOUandgettingindonationsbeforetheendof
theyear

Facebook
:Getindonationsbeforetheendoftheyear!
InterestedinsupportingMardiGrasMagicthroughsponsoringor
underwritingtheevent,donatingtooursilentauction,orbuyingan
adintheeventprogram?Checkoutour
supportguide
tolearn
howyoucancontributetothesuccessoftheevent.

Dec31

Promotesignature
drink

Twitter
Facebook

Twitter
:GetreadytoenjoyourdeliciousQuattro
BourbonPearadisesignaturedrink.Hopetoseeyouallthere!
#MakeMardiGrasMagic

Facebook
:Dontmissoutoursignaturedrink!
#MakeMardiGrasMagic
Quattro
BourbonPearadise
Ingredients
4ouncesbourbon
1tablespoonpeppermintinfusedbutter
1tablespoondarkbrownsugar
Juicefromonelemon
2pears,peeled,coredandchopped
Sprite
Mint
VanillaBean

Jan1

Holidayrevelrypost Twitter
Facebook
Instagram

WithoutannouncingRevelersBall,hintatrelivingtherevelry
fromthenightbeforeagainon2/7

Twitter
:#RelivetheRevelry.Buyaticketnowfor
#MakeMardiGrasMagic

Facebook
:CaptionontheFacebookAlbumWerejustreliving
therevelryoflastyearsMardiGrasMagic.Dontbejealous!Just
purchaseaticketforthisyearseventonFebruary8thandhelp
#MakeMardiGrasMagic.

Instagram
:Partythemedphotowithsamecaptionfrom
Facebook.
Jan2

ParticipantStory

Jan3

Web/FB

Continuestory/storiesofclassparticipants

InvitationFollowUp Facebook

Postinviteonsocialandchecktomakesureprospective
attendeesreceivedtheirinvitations.

Facebook
:MardiGrasiscomingearlythisyear,February8th.Do
youhaveyourinvitation?ComejoinusforourannualMardiGras
MagicGalaandFundraiseronFebruary7th.Dontforgetyour
costumeandmask!

Jan3

Meetasgroupto
discussevents
progress

Jan.7(first
wedof
month)

RollOutRevelers
Twitter
Ball
Facebook
#RevelersRequired Email

Emailblasttoemail
list.Donotinclude
emailofthosewho
attendedprevious
yearsRevelers
Ball.Theywillget
acustomizedemail
invitation/newsletter

Allpostswilluseimagewiththemaskandthedarkbackground.

Twitte
r:Prefertopartylate?ThenjoinLitForAllattheRevelers
BallADJandanopenbarareprovidedmasksand
#RevelersRequired
.

Facebook
:MardiGrasisntcompletewithoutalittleoralot...of
folly.JoinusfortheLateNightRevelersBallonFebruary7th,
followingtheMardiGrasMagicGala.WellbringtheDJandan
openbarguestsbringmasksandlotsofrevelry.
#RevelersRequired

Internal

IncluderolloutofRevelersBallinthemonthlyemailblastand
include:
Helpusmeetourmission.Clickhereandmakeadonationtoday.
Thankyou!
(Linksbelowtoconnecttotwitter,facebookandLiteratureforall
ofUswebsite)

ApproachDelta
RhythmKings

Facebook

AskthemtosharedateonFacebooktofollowerswithlinkto
event.TheycancopyandpasteorretweetcontentfromLitForAll.

Jan9

Educational
inserviceforboard,
pastboardand
advisorycouncilon
howtopromote
eventviatwitter,
instagramand
facebook

Internal

Providecopy(above)fortweetsandfacebook

Jan12

Updatebackground Twitter/FB
photo

Updatebackgroundphotoonsocial

Jan13

Ambassador
ContentSharing

FB/Twitter/In
stagram

Requestcontentbesharedbysocialambassadors

Jan14

$5RevelersPromo

**sponsored
content

Twitter

AnnouncethatanyonewhoretweetslinktoRevelersBallwillget
$5offticketsthroughFriday.Sendcodetospecialpricingthrough
directmessagetoonlytheuserswhoretweet.

Twitter
:Forourrevelerswhowanttotelltheirfriends:$5offyour
ticketwhenyouretweetthisinvite.Remembermasksand
#RevelersRequired
Jan16

ParticipantStory

Jan19

Web/FB

Continuestory/storiesofclassparticipants

Updatebackground Twitter/FB
photo

Updatebackgroundphotoonsocial

Jan19

ContentSharing.
Twitter
Questiontoengage
donations/signup
forevent

Twitter
:[Dr.MartinL.King,Jr.said,"Life'smostpersistentand
urgentquestionis:'Whatareyoudoingforothers?'"(Thiswillbe
aquotememe.Toomanycharactersforatweet)]Helpushelp
othersbyjoiningusfor#MakeMardiGrasMagicor
#RevelersRequired.

Jan20

Ambassador
ContentSharing

FB/Twitter/In
stagram

Requestcontentbesharedbysocialambassadors

Jan21

Uploadvideoson
social

Social

PostvideosonFacebookandYoutubetoreinforceorganizations
work
Youtube
:
Facebook
:

Jan22

Seteventreminder

Twitter
Facebook

<includephotosrelatingtoMardiGras>[Ithinkthatfamous
memeofNedStarkmightmakeamorepowerfulstatement.]

Twitte
r:Braceyourselves!!#MakeMardiGrasMagiciscoming.
Dontmissoutonthisgreatevent!

Facebook
:MardiGrasisinChicagothisyear.Forgetthewinter
timeblues!JoinLitForAllandtheDeltaRhythmKingsfor
#MakeMardiGrasMagic.


Attach:Invitation
Jan22

emailLitforAllof
Usstudentsto
promoteevent
usinghashtag

Pullmetrics

Twitter
Instagram

Internal

Usingplatformanalytics

Jan23

NationalReading
Day

Twitter
Facebook

Twitter
:Youcannevergetabooklongenoughtosuitme.

C.S.Lewis
.InspirelearningonNationalReadingDayby
donatingtoday!#MakeMardiGrasMagic

Facebook
:C.A.Lewisoncesaid:
Youcannevergetacupoftea
largeenoughorabooklongenoughtosuitme.OnthisNational
ReadingDay,helpfosterthesameloveofreadingbysupporting
LiteratureforAllofUsandattend#MakeMardiGrasMagic<linkto
event>

Jan26

Updatebackground Twitter
photo
Facebook

Updatebackgroundphotoonsocial

Twitte
r:[revelersball]Allofyoulatenightdwellers,ourRevelers
Ballisjustforyou.Thebarwillbeopen.Masksand
#RevelersRequired.

Twitter
:[mardigrasmagic]Only10daysleftforjoinLitForAllfor
follyandfun!Getyourticketsnowfor#MakeMardiGrasMagic.

Facebook
:CountdowntoMardiGras:10days!Youallknowthat
MaridGrasisearlythisyear.Joinusforourannual
#MakeMardiGrasMagicGalaonFebruary7th.

Jan27

Ambassador
ContentSharing

FB/Twitter/In
stagram

Requestcontentbesharedbysocialambassadors

Jan28

#MakeMardiGrasM
agicinfographic
(thiscanbelater,
closertoevent
date)

Facebook

Infographic:showhowmuch#MakeMardiGrasMagichasraised
everyyearandthenshow$100,000at2015

Facebook
:Ifyoucantattend#MakeMardiGrasMagic,youcan
stillsupportourcause!YoucanchosetosponsorLiteratureFor
AllofUsatanyofthesponsorshiplevels.Everydollargetsus
closertoourgoalfor2015!

Jan30

ParticipantStory

Facebook
Web

Wrapupstory/storiesofclassparticipants

Feb2

CostumeReminder

Twitter:
Itsnottoolatetogetyourcostume<linktosponsor
page)#MakeMardiGrasMagic#RevelersRequired

Facebook
:<Postlinktocostumesponsorsite>Itsnottoolateto
pickupyourcostumeforthisweekend!Attendeesreceivea%
discountwhentheymentionLiteratureforAllofUs.

Feb3

Updatebackground Twitter
photo
Facebook

Updatebackgroundphotoonsocial

Feb4

Ambassador
ContentSharing

Requestcontentbesharedbysocialambassadors.Forthis
round,requestcountdownrelatedpostsandincludehashtags(ex.
only3daysleftuntil#RevelersRequired)

Feb.5

Emailblastto3,000 Email
people1x/month

LastPushforregistration.EmphasizeRevelersBallappealingto
theeventthatismorelikelytohavelastminuteregistration.
Includeatendofemailalinktoregistrationandnotethatfor
thosethatcannotattend,theycanstill...Helpusmeetour
mission.Clickhereandmakeadonationtoday.Thankyou!

Twitter
Facebook
Instagram

(Linksbelowtoconnecttotwitter,facebookandLiteratureforall
ofUswebsite)

Feb6

Lastreminderfor
event

**sponsored
content

Twitter
Facebook

postphotosandreminderonallplatformsofevent
MonitorhashtagsandfavoriteandretweetonTwitter

Twitter
:#MakeMardiGrasMagicisalmosthere!!Seeyouall
tomorrowfordancing,eating,gamblingandsupportingagreat
cause!

Twitter:
OnedayawayfromthebiggestMardiGraspartyinthe
city#RevelersRequired

Facebook:
Tomorrowisourbigevent!Pleasejoinusinafun
waytosupportourmissionwhichhasservedmorethan7,500
individualstodate.MardiGrasMagicwillbeanightto
remember!<Includephotosfrompreviousyear>
#MakeMardiGrasMagic

Feb7

Livepostingand
tweeting

Twitter
Facebook
Instagram

MonitorhashtagsandfavoriteandretweetonTwitter/shareFB
throughoutday

Twitter
:
10am
(onlypostifnotunusuallywarm):Escapetothewarmthof
NewOrleansinChicagotonightItsnottoolatetoregisterfor
#RevelersRequired

1pm
:JusthoursawayfromChicagosownMardiGras!
#RevelersRequired

4pm:RestupRevelersandgetreadyforanightofdancing!
#RevelersRequired

DuringMainEvent:<LivetweetphotofromMardiGrasMagic>
Revelers!Werejustwarmingup!#RevelersRequired

Facebook:
9am
(onlypostifnotunusuallywarm):<Includeaphotoofabrutal
winterscenejuxtaposedwithasunnyNewOrleans>
Weareour
choices.

JeanPaulSartre
#MakeMardiGrasMagic

12pm
:<includephotooflastyearsevent>Tonight,enjoyNew
OrleansJazz,Cajuncuisine,colorfulcostumes,riverboat
gambling,dazzlingstreetperformers,festiveMardiGras
traditions,andinspiration.#MakeMardiGrasMagic

3pm:WerejusthoursawayfromournightintheBigEasy.What
canyouexpectbesidesagreattimewhilesupportingagreat
cause?<linktoFAQand/oreventdetails>

Haveonhandtopostshouldtimebecomecrunched:Poetry
quotesfromthenightsguest,photosoftheitemsintheauction,
linkstomp3forThoseDeltaRhythmKings

Photostopost:Requestthatsocialambassadorstakephotosin
theircostumespriortogoingtoeventandpostwith
#MakeMardiGrasMagiconInstagram.Atbothevents,havered
carpetbackgroundwall=willcontainlogoofsponsor/s,and
respectivehashtags.Photographerwilltakephotosofguestsas
theyarriveinfrontofit(contentforlater)butwillalsoencourage
useofhashtagswithintheeventaswell.

Feb8

Sharephotosfrom
Lastnightsevent
Postonsocial
aboutevent

Twitter
Facebook
Youtube
Web

Shareusercreatedcontentandphotos,recapevent

Twitter
:Favoritethebesttweetssearchthroughhashtag.
RetweetastestimonialsEmbedthesetweets(withnamesand
facesofthepeoplesayingthemintowebsite.)

Facebook
:Thankstoeveryonewhosupporteduslastnightand
madeMakeMardiGrasMagic#RevelersRequiredaneventto
remember!
<includephotographsonFB>

Youtube
:Videoofperformancepoetand/orbandwithathank
you.Includetags

Web
:Posttestimonialtweetswithnamesandfacesofthepeople
sayingthem

ThanktheSponsors

Twitter
:<includeasmanyhandlesaspossiblewillneedtogo
acrossmultipletweets>Thanksformakingoureventasuccess
#MakeMardiGrasMagic

Facebook
:<Includeaphotomashupofseveralpicturesfromthe
event>Oursincerestthankstooursponsorsandpartners.This
eventcouldnothavebeensuchasuccesswithoutyoursupport:
<list>

Feb11

Storify

Twitter
Facebook
Web

CompileallthephotosandtweetsandFBpostsandusethebest
onesinStorify.Alsopostphotostoaphotosharingsiteforpublic
access.Besurethereisasocialsharefeature

Twitter
:Relive
#MakeMardiGrasMagic#RevelersRequiredand
viewusonStorify!<link>

Facebook
:Relive
#MakeMardiGrasMagic&#RevelersRequired
byvisitingusonStorifyand
taggingyourselfinphotosfrom
SaturdayseventonFacebook.

Web
:Recapevent.Includejustacoupleofphotos.Alsopost
linkstosocialsopeoplecanreview:
Pictures:MardiGrasMagic<link>
#MakeMardiGrasMagic&#RevelersRequiredonTwitter
andInstagram
VisitoureventonStorify<link>
TagyourselfonFacebook<linktoalbum>
Feb17

ActualMardiGras

Twitter
Facebook
Instagram

Twitter:
Yeah,butdidyourMardiGrashelpincreaseliteracy?
#MakeMardiGrasMagic#RevelersRequired

Facebook
:<Linktoatopicalstory>HappyMardiGras!Wemay
bebiased,butwethinkourswasbetter.Checkourour
#MakeMardiGrasMagic#RevelersRequiredrecap<linktoweb>

Instagram:
PhotoencapsulatingspiritofMardiGrasinclude
hashtags

When
Available

Twitter
Facebook
Web

Twitter:
Hugesuccess!$xxxwasraisedduringourMardiGras
event!<linktowebpagewithmoredetail>
#MakeMardiGrasMagic#RevelersRequired

Facebook:
ThankstoyoursupportorMardiGraseventswasa
hugesuccess!

<linktowebpagewithmoredetail>

Web:
Postfiguresregardinghowmuchmoneywasraisedand
referencesponsorshiplevelssopeopleunderstandhowmany
individualswillbehelped.

Feb27

PresentMetrics

Usinganalyticsfromplatforms,puttogetherarecaphighlighting
success.Metricstoinclude:
Poststhatledtoregistrationtoeachevent(includeplatform)
Poststhatledtodonations
Mostengagingposts(includedemographics)likes,shares,
retweets
LFAOUsitetrafficdirectlyfromsocial

Continuous

CheckMetrics

Google
analytics
FBInsights
Hootsuite

Notewherewebtrafficiscomingfrom,demographicsofaudience
mostinteractingwithcontent,whichpostsaremostpopular,when
audienceisonlineandtweakcontentandtiming.Especially
importantistailoringtothe2135audience.

as
appropriate

Astime/spaceinscheduleallows,postalinktoapartnersite
(includinghandlesonTwitter)toorganizationswhodonateditems
forthesilentauction

as
appropriate

onaparticularlycoldday,postaphotoofSunnyNewOrleans
andpromotethatatripthereisagiveawayitemattheevent

as
appropriate

LinkBears/Blackhawks/etc.auctionitemtonewsaboutabig
game