Designed by Tricia Springfield
Pay it forward is a non-profit organization dedicated to encourage people to do good deeds.
This campaign has three major objectives:
1. Awareness Create awareness of the Pay it Forward idea and brand.
2. Action Encourage people to take action, and do a good deed.
3. Again Inspire them to encourage others, and do good deeds again, and again.
These objectives will be accomplished through three mediums - Print, Web, and Promotions.
Print These ads focus on the Awareness and Action phases. They feature a the words do good large across the top of the page, so even if the reader sees nothing more, they get the general idea.
They also feature vectors doing good deeds, and a description below. Finally, the ads feature a call to action driving viewers to the website to learn more.
Web Since the ads drive readers to the website, the website will serve as an informational tool and will focus on the action and again objectives. The homepage will ask users to login using Facebook or Twitter. Once logged in, the user will see things their friends have done and posted about. This
connects people, and encourages them to do good deeds so they can post about it as well. The website will also feature buttons for Reddit, Stumble upon, and Pinterest for those who would like to share the website and ideas on it. If a user has not signed in, or does not have social media they will see a much more generic version of the site.
Promotions Sponsoring one event would be silly, because there is no one cause that Pay it Forward is directly affiliated with. That’s why Pay it Forward will sponsor three concerts to launch this campaign during the summer of 2013. Each concert will be of a different genre, and will be festival style. This phase will create awareness for those who are not already aware as well as encourage people to act, and act again. Pay it Forward will sponsor an express line where people
can pay $25 to get in quicker. Each person who does this will recieve a complimentary t-shirt, like the one below on the left.Once inside, people can purchase other promotional t-shirts, as well as sticker versions of the ads or posters. There will also be a banner on stage during the entire show with the Pay it Forward logo and hashtag. Since most initial advertising will be driving people to the website, these summer concerts will be heavily promoted on this site. The Events page will have all of the concerts as well as Youtube videos of the artists, and spotify playlists.
rd.com Payitforwa
# payitforward
All proceeds will be donated to local organizations in each of the locations where the concert is held. So the people of that area can see the benefits of good deeds and the efforts of Pay it Forward directly.
Copyright Tricia Springfield