Author: jrvalentine

Steps to Implement

• Identify individuals to be featured in messaging.
• Interview each girl involved to narrow down to a story or idea to represent.
• Determine creative needs and direction (photo, text, translation needs, etc.).
• Distribute across channels (suggestions and specific ideas listed below).

For Immediate Use

Use the descriptions and outlines below to help you implement this tactic in your communication strategy:

Monthly E-Newsletter

Keep donors connected to PH and PH girls by sharing stories and updates through regular consistently formatted e-newsletters. The stories/content for the e-newsletter can be posted on a blog within PH’s website. Once a month 3 to 4 girls write a short post about a recent PH experience or memory – a field trip, finishing a project, a mentor visit etc. The post is written in first-person, translated to English for the target audience, and posted to the PH website by a PH administrator. Blog posts can be shared on social channels and in monthly or quarterly e-newsletters.

Social media posts

Task different girls each week with sharing a Tweet-length experience or story on PH’s social media channels. The girl writes the post in first-person, it is translated to English for the target audience, and it is posted to PH social channels by a PH administrator. Link to a donation page, engagement opportunity, or PH awareness site.

Memes

Use stock headshot and action photos of each girl to create meme messages of girl empowerment that make current donors proud and inspire potential donors to share or learn more. Post to social channels.

Example messages could be: “With education I am my own hero,” “With education I empower myself and my country,” “I am the power in Peru,” I will power Peru,” and “Books make me brave.” Each message followed by @PeruvianHearts or #PeruvianHearts. Link to a donation page, engagement opportunity, or PH awareness site.

Selfie Signs

Girl empowerment messages created by taking a photo of a PH girl holding a small dry erase board or paper sign with a message (in English) written on it. Example messages are similar to the meme examples. Post to social channels with appropriate hash tags. Link to a donation page, engagement opportunity, or PH awareness site.

With the brand now defined, established, and represented effectively, PH should next focus on generating awareness of the brand through the most important element of the organization: the young Peruvian woman who inspired the organization. Messaging should use the BPS as an anchor to generate consistent brand positioning.

Steps To Implement

• Use the BPS as boilerplate content (What’s a boilerplate?)
• Unify visual style for easier brand recognition

Ready to Use

Material examples provided with the delivery of this IMC plan.

• Template for press release with BPS used as boilerplate
• Template for email with BPS incorporated
• Social Media Profile Descriptions
• Suggested PH description (using BPS) to be used in social media channels—descriptions vary depending on channel’s character limits
• Hashtags that draw from BPS, USP, and persuasive statements
• Visual and messaging style guide starter
• Template for capturing the girls’ stories.

Back to Strategy 1.1

Peruvian Promise is an extremely confusing element of PH. The current social media posts, interviews/videos with Ana and the girls, and newsletters sent out by PH all encompass the goals and mission of Peruvian Promise, which is currently represented as a separate element of PH. Because of this, our team strongly recommends that PH not separate Peruvian Promise from PH, but rather, take on the goals and mission of Peruvian Promise as part of its brand, and eliminate references to Peruvian Promise as a subsidiary element of PH. This means that Peruvian Promise would no longer exist as a separate element of PH but rather IS Peruvian Hearts.

Steps To Implement:

• Rename the “Peruvian Promise” tab on the website homepage to something that encompasses PH’s overarching mission and does not separate Peruvian Promise and PH. Suggestions include: “Empowering Girls,” “Our Promise,” “Our Work,” or “Our Mission.”
• Reduce the general use of the term “Peruvian Promise”
• Shift use of the term “Peruvian Promise” to the Dodson family’s commitment to help the young women served by Peruvian Hearts.

Back to Strategy 1.1