After collecting the information and making the background analysis, we made a strategy timeline. Based on the Marketing strategy, and having the brainstorming with team members. We designed four campaigns for Pacific Citizen.
Launching four creative campaignsto coordinate with our whole-year strategy.
Communicate with audiences effectively, convey PacificCitizen’s brand image, increase the brand awareness and recognition, andpromote the audiences.
1. Elementsof Culture Campaign
In phase II and phase III, we willhave a six-months campaign named “Elements of Culture Campaign” from January toJune. This campaign is primarily for the brand awareness increasing. Specifically,we will select a theme about Asian-American Culture in each month. The themesmay be food, music, art, dance, fairy tales, clothing etc.. We will encourageAsian Americans to find stuff related to the designated theme and share it withdifferent social media platforms, such as Facebook, Twitter, and so on. Also,in order to engage more Asian Americans to participate this campaign, thesharing format may be various, which can be pictures, videos, or words. Forexample, the element of culture in January is food. Then, Asian Americans areencouraged to find any stuff related to this theme from their daily life. The stuffcould be the Asian dishes from the Asian restaurants or something like that.After they taking photos, upload them on their Facebook, and get 100 “like”from friends. The photographers will get a one-year magazine for free.
2. IAm Asian American Campaign
Also, in phase II and phase III,we will launch a campaign named “ I Am Asian American” since March. We willhave specific page on the website to encourage Asian Americans to send us theirprofile information, which include the basic introduction, such as name, age,hobbies as well as the reason why he or she is proud of being an AsianAmerican. Each week, we will select one of the best profile and post on the “IAm Asian American” website page. At the same time, we will share thisinformation through all of our social media channels to let more audiences knowthis “weekly Asian American”. With the same purpose of Elements of CultureCampaign, the format sending us for this campaign may be pictures, words orvideos. Meanwhile, in order to engage this campaign, we would like to invitesome popular Asian Americans, who are most influential Asian Americans torecord videos, since they have the influential power on their own fans thatinclude many Asian Americans. Their fans would like to share the informationabout their idols. Meanwhile, the fans are willing to imitate idols’ behaviors.What’s more, we may ask our volunteers participate this campaign as well. Sincepeople always like to follow the herding and have the social proof, when theyfind many others participate this campaign, they will be more willing toparticipate too. Furthermore, since people are influenced by the psychology ofsocial proof, they will help us to share their information posted on ourwebsite with their friends.
3. P.C.Coming Soon Campaign
In phase III, we will have thecampaign named “P.C. Coming Soon Campaign” starting in April 1st. We will havemany digital billboards setting in the areas that have highly concentrated onAsian Americans. These areas include California, New York, Texas, Hawaii, etc..On April 1st, the logo and website of Pacific Citizen on billboards will be“covered” by a digital black cover page and invisible until May 1st. Also, thebillboards will have countdown clocks to count down the time since April 1st.With the time reduces, the digital black cover page will be “torn” slightly. OnMay 1st, the whole information of Pacific Citizen will be shown. At the sametime, the countdown clock will be shown on the website 24 hours before May 1st.The website background will become black in that 24 hours. When the informationon the billboards become visible, at that moment, the website launches.
In order to increase brandawareness, we will encourage audience to take photos of the billboards afterthey are visible and share them on Facebook. Once there are 100 friends click“like” on these photos, the audiences who uploads the photos will get one yearPacific Citizen Magazines for free.
4. FlashMod Campaign
In phase III, we will have a heavycampaign called “Flash Mod Campaign”. Since May is the Asian American HeritageMonth, we will take advantage of it and launch this campaign. The specific dayfor this campaign is May 1st, which is the day new website launches. On thatday, a whole bunch of Asian Americans will come together. They will wear thesame white T-shirt, red hat as well as dark-blue jeans. The logo of PacificCitizen will be imprinted on the T-shirt and covered by a white cloth. Theywill dance at a designated time in the different locations where have largeground and crowds. After dancing, they will form the words “Pacific Citizen”.Then, they will tear the cloth on the T-shirts. And the audiences will see thewords “Pacific Citizen” on the T-shirts. At the same time, they will say, “ Iam proud of being Asian American” at one time. At last, they will distributethe flyers, and disappear then.
In terms of the flyer design, itwill have the consistency with the design on billboards and T-shirts. In detail,it will be the postcard size. When audiences get them, they will notice theflyers are blank except one sentence on the left corner of this side. Thesentence is “Do you want to know more? Tear me!” Once uncovered, the posterwill describe Pacific Citizen and announce the launch of the new magazine. Inaddition, the poster will boldly announce a 10% discount on a one-yearsubscription to Pacific Citizen. Then finally the poster will provide a link toPacific Citizen’s website and social media pages. On the other side, it is apostcard. In case the audiences who get the flyers are not interested inPacific Citizen Magazine but they might have friends like our magazine. Theymay send out this postcard to their friends. Such interactive and interestedflyers will give audiences deeper impression on Pacific Citizen, and engagemore people to know more about Pacific Citizen.
What’s more, through thiscampaign, audiences will take the pictures or videos and upload to differentsocial media channels, such as YouTube, Facebook. Also, we will assign ourstaff record videos for this campaign and upload them. Therefore, because ofthe huge viewing and sharing, as well as the power of word of mouth, more andmore audience will know Pacific Citizen and engage them to the website.