Summer 2020 Campaign

July 2020 – Sept. 2020 Summer Campaigns

OBJECTIVE

The purpose of this campaign is to collaborate with other Black owned brands and collectively target a specific demographic (African diaspora). The goal of this marketing campaign is to bring awareness, cultivate interactions, and gather data, customers/leads for each brand partner.

STRATEGY

  1. Awareness: Advertising, Content
  2. Engagement: Interactions & Conversations Online/Offline
  3. Conversion: Data, Leads, Purchase of product/service

MESSAGING: Topic, Theme, Subject

  • Music & Wellness
  • Trade & Economic Development

AUDIENCE

OUR TARGET AUDIENCES ARE BLACK MEN & WOMEN BETWEEN 25-44 YEARS OLD. THEY VALUE BRANDS & PRODUCTS THAT ENGAGE WITH THEM THROUGH MOBILE MEDIA, INFLUENCERS/AFFILIATES, AND EXPERIENCES.

  • AGE: 25-44 years old
  • GENDER: Male 23%, Female 77%
  • RACE: Black/African, LatinX

DISTRIBUTION

Geo Targeting top regions; Focusing on cities with a high density of our target demographic. 

  • Top Regions: Atlanta, California, Texas, New York, Washington DC, UK, Ghana, Nigeria
  • Stats: 1 Million+ Unique Visitors, 10+ million social impressions, 38% returning MoM
  • Digital Media Channels: Network/Online, Podcasts, Social Media, Advertising, Augmented Reality (AR)
  • Experiential Channels: Pop-Ups, Merchandising, Displays,

MARKETING

  • Influencers/Affiliates: Online brand ambassadors with a trackable Affiliate link (30 days)
  • Mail: Newsletters
  • Content: Podcast, Vlogcasts, Webinars, Livestream, & more
  • SEO: Search engine optimization for Keywords related to the subject matter and audience
  • Paid Media: Mobile Ads – location based ads (LBA), Pay-per-click (PPC), Cost per Action (CPA), & more
  • Social Media: YouTube, Instagram, FaceBook, LinkedIN, etc.
  • Experiential: Live Events, Pop-Ups (TBD), Augmented Reality (AR)
  • Merchandising: Custom products
  • Print: Mailers, Flyers, Cards, Banners, Displays etc. 

Live Virtual Conversations 

Theme: Black Wellness & Business in Africa

Dates: TBD

Location: Zoom

Catch us online for curated panel discussions on ‘Wellness & Economic Trade in Africa’’. With a Newsletter Takeover, we’ll work to engage our audiences by leveraging partner digital platforms to share these inspiring stories, insight, and education on the topics.

● Newsletter Takeover: Newsletter Leaderboard (728×90) ad placement, and “Partner” section with an external link/landing page of their choice. 

● Distribution: Includes social media and networks in West Africa, US, Canada. Custom imagery included. 

● Livestream: Story Slides [documenting the experience live].

● Influencer: Sourcing, vetting and management of Influencers/Affiliates w/ 25-75k followers and mentions in social posts on influencers official channel(s). 

  • Logo Placement on 10×10 (1) Fabric Backdrop Display. 

Pop-Up: 

Event: ‘AKWAABA!’ – Music & Wellness Pop-Up Experience

Date: TBD

Location: TBD

A community of Black tastemakers with a custom offline & online digital campaign documenting the journey of Health, Wellness, & a West African cultural experience in Southern California. This live experience will be captured and curated into a thoughtful storytelling digital campaign. It will capture interactions and discussions centered around Wellness and a West African cultural experience of Food, Music, and Wellness products. 

● Custom Recap videos: Unscripted video up to 3-minute maximum run time. Includes the conceptboard, sourcing of up to 3 Influencers/Affiliates, pre- and post- production. 

● Newsletter: Leaderboard (728×90) ad placement, and “Partners” section with an external link/landing page of choice. 

● Distribution: Includes networks in West Africa, and US. All major social media platforms with custom imagery included. 

  • Logo placement on custom banners at the venue. 

DISPLAYS: Outdoor Banners, Tables, Tents

VENUES: Pop-Up (Fox Theater Pomona, California)

TARGETS & GOALS

Audience (1. Awareness): Black Men & Women between the ages of 25-44 years.

Messaging (2. Engagement): Music & Wellness, Trade & Economic Development

Offers (3. Conversions): Products, Experiences, Community/Network,

DELIVERABLES:

  • Build an Online community for Black Men/Women within the target demographic.
  • Messaging: Wellness, Economic Trade, Heritage/History Education, Networking, Community,  
  • Data & Insights: Media Value Reports, Leads Information, Sales

EVENTS:

  • Live Virtual Conversations: 
  • Pop-Ups: TBD

VISION

  • Collaborate, Network and Build African Diaspora Community for Wellness & Economic Development.
  • Provide Value via Content, Experiences, & Products

SPONSORS/PARTNERS

  • Media & Distribution
  • Products/Services:
  • Advertising:

DEADLINES: 

  • Friday, July 31, 2020: 
  • Friday, August 28, 2020:
  • Friday, September 25, 2020: 

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