1. BOW & ARROW AGENCY
WVU Capstone Experience

2. To provide our clients with competitive
insights, utilizing digital outlets and strategic
planning to reach objectives of the
organization.
Our Mission

3. Our Experience

4. What You’ve Asked Of Us

5. Objectives
 Create a digital and social communication
approach that CASAColumbia can implement
to:
 Raise awareness and reduce the stigma of addiction
among
target audiences
 Establish CASAColumbia as a reputable organization
in its competitive set online

6. Insights

7. Focus Group
 10 participants
 Ages 18-22
 Assess:
 Preferred social media outlets
 Attitudes formed by CASAColumbia’s current digital
efforts
 Existing opinion on addiction as a disease
 Influence of credible sources on social media

8. Audience Insights
 General Consumer
 Highly influenced by social media
 Trust credible or well-known sources
 Information Seekers
 Healthcare Professionals
 Credible medical professionals with additional
celebrity status have a stronger social media following

10. “This looks like the stereotypical
alcoholic that ends up homeless and
begs for money on the side of the
street.”

11. Insights
 Current social media material and
website supports the stigma
Photos
Posts

13. Insights – The Competitive Set
 Viral social media campaigns
 Non-Profit organizations in the competitive set
gain
Recognition
Following
Credibility
 Partnership of influence
Credible Source
Credible organization

14. Insights
 No sound voice already on social
media advocating addiction as a
disease
 Can be the first voice
 Not reinventing the wheel
 Other similar organizations lack
mass recognition
 There is a demand for the information
 No supply…until now

15. Strategies
 Reach general
consumers who,
Are impressionable
information seekers
Seek information via
social media
Are valuable to
cause
 Rebrand all digital
media with the
consistent message
that:
Addiction is a disease
that can be treated,
prevented and cured
Eliminates the stigma
Reinforce
engagement
Strategy 1 Strategy 2

16. Strategic
Considerations
 Our plan is to establish a strong understanding
and impression within the organization, before
reaching out to the target audiences.
 Gain access to other target audiences through
the initial efforts of
Increasing knowledge among the consumer
Word of Mouth
Domino Effect

17. Where do we start?
Tactics

18. Social Media
Reform
“Prevent disease, fight addiction”
Start from scratch
 Develop material consistent with
message
 Eliminate material with negative
connotation
 Assimilate with medial culture
Positivity
Concentrate on cure
 Reinforcement and propagation of
addiction as a curable disease

19. Social Media
Reform
 Progressive
 Consistent
 Positive
 Motivational

20. Social Media Reform
 Eliminate biased posting toward the
marijuana user
Developing legislation
Change of landscape
Automatically excluding large audience
Medical use
Alienation of donors, legislators, health
professionals and policy makers

21. Website Alignment
 Website language and photos must
remain consistent with social media
efforts
 Search engine optimization
 Social media postings will drive website
visits
Consistency builds trust among the
consumer

22. Spread information
 To change consumer attitudes,
information must be made available to:
Information seekers
Impressionable users
 Celebrity followers
 Loyal organization followers

23. Reach the audience via social
media
 Establish a professional relationship with a
credible source
Already has following
Expand message
Reach large audience, without waiting to obtain
recognition the source has
Celebrity source more influential via social media
Online recognition will create organizational
recognition

24. Communications Objectives
Assessment
1. Social media following facilitates the spread of
information
1. All material observed and obtained by the user will
advocate addiction as a disease, eliminating the
stigma
1. Increased share-of-voice and engagement will follow
reinforcement of online channels
1. Increased sharing of resources will result from
increased interest and exposure to the cause

25. 30 Day Increments
3 Phases
90 Day Kick Off Plan

26. Phase 1 – Digital Rebranding
 PR Associate – Social Media Manager
Direct full attention to social media strategy
implementation
 Reformat material, delete existing material
 Ensure compatibility of social media and
website

27. Phase 2 – Establish Following
 Establish professional relationship to
reach audience
 Gain exposure through referred social
media posting
 Emerge through social media channels
endorsed by source with following

28.  Well-known,
credible
 Celebrity Status
 3.5 Million followers
 Supports cause
Phase 2 – Establish
Following

29. Phase 3 – Implementation
 September 2014
25th year of National Recovery Month
 Implement campaign with Dr. Oz
 Daily strategic posts reinforcing attitudes
 Establish social media following

30. September 1
“Webisode” issued by Dr. Oz via
Youtube, posted through his Twitter
Announce National Recovery Month
Call-to-action is following
CASAColumbia
Influence users to follow
Declare war on the stigma
#NewStigma

31. Daily Posts
 CASAColumbia Twitter
4-6 Posts Daily
 Call-to-action to visit site
 Engage with the consumer
 Photo
 #NewStigma / #WhatsYours promotion
 Dr. Oz Referral
Facebook posts will be limited 1-2 daily,
however will remain consistent with Twitter
messages

32. Dr. Oz’s Involvement
 15 Tweets in the month of September
75% align CASAColumbia with National
Recovery month
25% promote #thestigma
 3 Webisodes
Kick-off
Informational
Conclusion

33. Measurement

34. Measurement
 Social Media Impact
Increase of followers
Verified on Twitter
Website hits
Retweets and favorites
Facebook friends
 Overall
Communications
Impact
Attitude change
Consumer brand
awareness
Media placements
Social media campaign
recognition