ANTI-CYBERBULLYING

CAMPAIGN 2017
VIDEO
 1. COMMUNICATION OBJECTIVES

2. COMMUNICATION STRATEGIES

3. BUDGET

Content 4. TIMELINE
Page
5. EVALUATION

6. REFERENCES
1
Communication
Objectives

Goals and Objectives

Key Message
 To educate the primary target audience of
cyberbullying

To present the different forms of

Goals cyberbullying and how they can get help
and
Objective To raise awareness for the parents of the
dangers of cyberbullying
s
 PRIMARY SECONDARY
AUDIENCE AUDIENCE

Stand up against Ask after your

Key cyberbullying and children to make sure
Message reach out to your they are alright and
parents and help them combat
teachers for help. cyberbullying.
2
Communication
Strategies (IMC)
Chosen Tools
Advertising

Interactive Marketing

Events and Experiences

 Advertising
Interactive
Marketing
Chosen Events and
Tools Experiences
Word of Mouth
 Primary Audience Secondary Audience

IMC tools IMC tools

for
for
Secondar
Primary y
audience audience

Primary Instagram
Guerilla Radio
and Contest
Marketing advertisements
Secondary &
School Guerilla
Outreach Marketing
Facebook E-Posters
 ADVERTISING

Parents usually
make
decisions for
Advertising the target
(Secondary audiences
audience) Radio

We want to target
SO... the parents of the
primary audience
who drive their
children to school in
the morning.
Media
Habits
 INTERACTIVE
MARKETING

Interactive
Marketing Majority of
(Secondary + Singaporean internet
We will be using
users have AT
Primary LEAST one social
Instagram contests
to engage the
Audience) media account
primary audience
--
--
We will be putting up
Design-a-mascot
E-posters on
contest
Instagram and
Facebook
 EVENTS AND EXPERIENCE

From our Instagram contest, we will

choose the best mascot design and
make it the official representation of our
Events and campaign

Experiences --
(Primary and
A life-sized mascot will be made and
Secondary) will be doing guerilla marketing
through heartlands malls for
awareness.
 PERSONAL SELLING

Personal
Selling School Outreach
Aim to go to 2 schools
per zone everyday for
(Primary Program is a school week
Audience) targeted at the --
primary audience Purpose of educating
-- them about
Primary and cyberbullying and self
Secondary students help and publicising
the main event
 Posters/E-posters

Collaterals
(Posters)
 We plan to give out Googly
bags to raise awareness. They
will contain:
Collaterals

Cardboard VR Google Google Portable

Pens Notebooks fans
3
Budget
 Advertising Rates (OOH and Radio)
Paying the local celebrities
Goodie bags for schools
20 googly packs per school
1 custom google notebook
Budget 1 custom google pen
1 cardboard Google VR (Use recycled
cardboard)
1 pamphlet
 $15 000 $2000 -
$8000
Game show
production Mascot Creation
-
Chosen from
$5000 Instagram contest
$4000 -
Radio advertising $6000
-
Picked to target the Influencers
secondary audience Attendance
Budget -
$6342 Planning to offer each
influencer $1500
Google Googly
bags
- Grand Total:
Given to selected
students during $SGD40 432
school visits
4
Timeline
5
Evaluation
 Retention Metrics
Follower Count (Social media)

Sharing Metrics
Number of likes on different posts on social media
Shares on the social media posts

Engagement Metrics
Evaluatio Number of engagements on social media using the
hashtag #yourenotalone
n Number of people that participate in the IG contest
Number of comments

Attendance Measurement
Thank You!
 H. (n.d.). Singapore Digital Marketing Statistics. Retrieved
February 12, 2017, from
http://digitalinfluencelab.com/singapore-digital-marketing-stats/
Spiral Bound Notebook. (n.d.). Retrieved February 14, 2017, from
https://www.qualitylogoproducts.com/custom-notepads/spiral-bound-notebook
.htm
Eco pen,black ink,wooden clip green concept environmental friendly recycled
paper ball pen wholesale,customized promotion gift-in Ballpoint Pens from
Office & School Supplies on Aliexpress.com | Alibaba Group. (n.d.). Retrieved
February 14, 2017, from
https://www.aliexpress.com/item/Eco-pen-black-ink-platic-clip-green-concept
Cited -environmental-friendly-recycled-paper-ball-pen-wholesale-customized/326028
46806.html?spm=2114.40010208.4.41.yFc6OH
Sources