MEDIA EVENT 2019

STUDENTS HELPING STUDENTS SOCIAL MEDIA SCHEDULE

#StudentsHelpingStudents DATE: Saturday, August 3, 2019 | TIME: 9 a.m. to 9 p.m.

LOCATION: Various IKEA locations across the GTA
PRE-MEDIA EVENT SCHEDULE
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

JULY 20

FINAL MEDIA EVENT PREP NOTES • Event Teaser: A gif

with campaign
• EVENT LOGISTICS — All social media posts MUST include the campaign hashtag hashtag will be posted
• FINALIZE STORY PITCHES #StudentsHelpingStudents. on all social media
• FINALIZE PRE-PACKAGED SOCIAL MEDIA POSTS platforms announcing
• Multimedia content (photos, videos, gifs, etc.) — Tag relevant accounts when appropriate to help spreadability of the upcoming event.
• Text posts campaign. (AM)
• SEO optimized
• News: Pitch story to
media organizations.

JULY 21 JULY 22 JULY 23 JULY 24 JULY 25 JULY 26 JULY 27

• Radio Ad Release: • Video Ad Release: • Campaign Intro: • Registration Info: • Instagram Q&A: • Campaign Post: • Furniture Building
Pre-made radio/audio Pre-made visual ad will Textual posts will be Link to registration Using the Instagram Additional information Tutorial: The first
ad released across the be posted on all social published across all form for interested “Questions” sticker, a about the campaign & video tutorial on how
GTA.
media platforms, social media platforms students via email question and answer media event will be to build the most
pushed through formally introducing sign-up will be session will be held posted across all social popular/common IKEA
• Secondary Teaser: YouTube, Instagram, the campaign released across all through Instagram media platforms.
furniture items will be
Short teaser video on Snapchat ads.
(appropriate platforms. Form will be stories throughout posted on/linked to all
all social media multimedia will pushed on each the day, starting at 10 • Informational Post: social media
platforms teasing Both ads will be played accompany said platform every day a.m.
Additional information, platforms. (LATE
campaign/event. everyday, several times a posts).
from this point on.
similar to July 24th’s AFTERNOON)
(MID-AFTERNOON) day from this point on. • Event created on Followers will be posts, on financial
Facebook. • Informational Post: alerted of the Q&A barriers for students.
• Registration form post.

Statistics on student session on other

Information will be poverty and barriers platforms (Twitter, • Registration form post.

released at NOON and preventing students Facebook, Snapchat).

spread out across the
afternoon/evening.
from attending post Information will be posted
secondary & how this starting at 10 a.m. and will
campaign will help continue into the early
break down these • Registration form evening.
barriers. (Twitter/ post.
Facebook: 2 posts,
Instagram Story: 2-3
slides) (NOON-PM)

JULY 28 JULY 29 JULY 30 JULY 31 AUGUST 1 AUGUST 2 AUGUST 3: EVENT

• Campaign Post: • Furniture Building • Countdown: Using the • COUNTDOWN • COUNTDOWN • COUNTDOWN • Geotags & Filter:
Reiteration of Tutorial: The second countdown feature on (T-3DAYS) — AM (T-2DAYS) — AM (T-1DAY) — AM Official event
important information video tutorial on how Instagram stories & a geotags and filters
regarding the to build the most regular Instagram post, • Furniture Building • Reminder: A • Behind the Scenes made available the
campaign & media popular/common IKEA a countdown will be Tutorial: The third reminder with Look: Photos on
morning of the
event will be posted furniture items will be started to build video tutorial on how important Twitter/Instagram
event.

across all social media posted on/linked to all excitement (AM). to build the most information showing stores
platforms.
social media • popular/common IKEA prepping for event.
regarding the event • Instagram/
platforms.
• Twitter & Instagram furniture items will be
(time, place, etc.) Snapchat
• Informational Post: Polls: A poll will be posted on/linked to all • Instagram Live:
Additional information, • Furniture Memes: An posted on both social media will be posted on Question and answer Takeovers
articles, etc., similar to IKEA/furniture related platforms to gauge platforms. (LATE all social media session will be held on
July 24th’s posts, on meme will be posted engagement and AFTERNOON) platforms. Instagram Live to
financial barriers for on Twitter/Instagram.
gather numbers on (EVENING)
answer any last minute
students.
who is interested in • Registration form questions.

• Registration form post.

coming to the event post. • Post encouraging See Media Event
• Registration form post.
(LATE AFTERNOON).
social media users to • Reminder: Reiteration Schedule for more
use the campaign of reminder post form
details.
(10AM-EARLY (LATE AFTERNOON) • Registration form post. hashtag with any August 1.

EVENING) relevant posts.

(LATE AFTERNOON/
EARLY EVENING)

Active interaction and engagement with followers and social media users will occur, daily, over the course of the two weeks leading up to,
during, and following the event (i.e. responding to questions, reposting/retweeting other relevant social posts).
 MEDIA EVENT 2019
STUDENTS HELPING STUDENTS SOCIAL MEDIA SCHEDULE

MEDIA EVENT SCHEDULE — LIVE SOCIAL MEDIA COVERAGE

TIME TASK

8 AM • Good Morning Post: Official event day, final reminders regarding the event today. — Twitter, Instagram, Snapchat
• Lineup Post: Posts showing students lined up for event. — Twitter, Instagram story

9 AM • Official Opening: Posts showing store openings at various locations across the GTA — Instagram story (videos, boomerangs, photos)
• Introduction & Welcome: Live posts of official welcome from one specific location. — Twitter (text & video), Instagram story/live

10 AM • Beginning of Instagram/Snapchat Takeover: Two (2) student partners of the campaign will takeover the Instagram and Snapchat
accounts and “vlog” their experience throughout the event through stories, posts, livestreams. *Students will be at different locations

• Twitter Updates: Every 30-50 minutes, updates will be posted to Twitter on the event (i.e. photos, videos of students building).
11 AM • Takeover
• Twitter updates

• First-hand interviews: Begin gathering short interview clips with participating students — will be posted with Twitter updates, on our
Instagram feed, future promotional content. Interview clips can include students building furniture, sharing their story and shopping around
the store.

12 PM Continue:
• Takeover
1 PM • Twitter updates
• Interviews
2 PM

3 PM

4 PM

5 PM
*Note: Campaign staff will be taking photos and videos throughout the day (in addition to “First-Hand Interviews”) to be used in
6 PM
post-media event content.
7 PM

8 PM Wrap-up of Instagram/Snapchat Takeover: Student partners conclude their takeover.

Final Twitter update: Post images/videos as event begins to wrap-up.

9 PM Thank You: Final thank you post to all participants on all social media platforms (accompanied by highlight photos/videos). Push Key
Messages in thank you post.

Stay Tuned: Reminder post on all social media platforms to keep an eye out for photos and videos that will be posted in the coming days.

**NB: Additional posts outside of this schedule can be made, depending on the events of the day. Use your discretion on the appropriate number of
additional posts.**

Active interaction and engagement with followers and social media users will occur, daily, over the course of the two weeks leading up to,
during, and following the event (i.e. responding to questions, reposting/retweeting other relevant social posts).
 MEDIA EVENT 2019
STUDENTS HELPING STUDENTS SOCIAL MEDIA SCHEDULE

POST-MEDIA EVENT SCHEDULE

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

AUGUST 4 AUGUST 5 AUGUST 6 AUGUST 7 AUGUST 8 AUGUST 9 AUGUST 10

• Thank You: Thank • Audit: Send • Infographic: Post • Blog: Share blog • Repost: Retweet and • Informational • Post-Event Q&A:
students again for participants infographic to post created by repost 1-2 posts Post: Statistics on Using the Instagram
their attendance and questionnaires and Twitter and student partners of shared by student poverty “Questions” and
participation in event surveys on their Instagram feed the campaign about participants using the and barriers “Polls” sticker, a
opinion of the campaign hashtag
on all social media displaying stats student living on a preventing students question and
event via email. via Twitter,
platforms. Attach from media event budget with Ikea vis from attending post answer session will
(AM) Instagram.
photos from event to (i.e. attendance, Twitter and (ONGOING secondary & how be held through
posts. (EARLY • Repost: Retweet how much furniture Facebook. (NOON)
THOUGH THE DAY) this campaign has Instagram stories
AFTERNOON) and repost 2-3 was built).
helped break down throughout the day,
posts shared by • Share: Encourage • Share: Encourage these barriers. starting at 10 a.m.
• News: Share news participants using • Repost: Retweet students to share students to share (Twitter/Facebook: to address any
articles from the the campaign and repost 1-2 posts their experience their experience from 2 posts, Instagram post-event
event as they become hashtag via Twitter, shared by from the event Story: 2-3 slides) questions and
the event online
Instagram, participants using (NOON-PM) concerns.

available throughout online using the using the hashtag. —

Facebook. the campaign
the two weeks. hashtag. — All All social media
(ONGOING hashtag via Twitter,
➡➡➡
Instagram. social media platforms. (EARLY • Share: Encourage Followers will be alerted
THOUGH THE
platforms. (EARLY AFTERNOON/ students to share of the Q&A session on
DAY) (ONGOING
AFTERNOON/ their experience other platforms (Twitter,
• Share: Encourage THOUGH THE DAY) EVENING)
EVENING) from the event Facebook, Snapchat).

students to share • Share: Encourage

their experience from students to share • Share: Encourage online using the
• Share: Encourage
the event online using their experience students to share hashtag. — All
students to share
the hashtag. — All from the event their experience social media
their experience
social media online using the from the event platforms. (EARLY
from the event
platforms. (EARLY hashtag. — All online using the AFTERNOON/
online using the
EVENING) social media hashtag. — All EVENING)
hashtag. — All
platforms. (EARLY social media social media
EVENING) platforms. (EARLY platforms. (EARLY
AFTERNOON/ AFTERNOON/
EVENING) EVENING)
AUGUST 11 AUGUST 12 AUGUST 13 AUGUST 14 AUGUST 15 AUGUST 16 AUGUST 17

• Informational Post: • Repost: Retweet • Blog: Share blog • Teaser • Media Release: • Post-event video: • Repost and share:
Reiteration of August and repost 2-3 post created by Compilation: A Official media release Share official post- Share the last of
9th’s post, addressing posts shared by student partners of short video of about the success of event video student experiences
how this campaign participants using the campaign about compiled student the event (i.e. showing highlights and success stories
the campaign
and event will aid student living on a submissions, statistics around from the media on Twitter,
hashtag via Twitter,
post-secondary budget with Ikea vis posted to Facebook students helped, how event, and the Instagram and
Instagram,
students facing Facebook. Twitter and and YouTube and many students ways in which this Facebook, as well
financial barriers. (ONGOING Facebook. (NOON)
linked to Twitter. showed up to the campaign has as Ikea and
(NOON-PM) THOUGH THE (EARLY event around the helped post- campaign website.
DAY) • Stay Tuned: AFTERNOON) GTA). (AM)
secondary students (NOON)
• Testimonials: 1-2 Reminder post on all facing financial
short “first-hand • Share: Encourage social media • Repost: Retweet and barriers.
• Conclusion: Draw
interview” clips of students to share platforms to keep an repost 1-2 posts • Video will include campaign and post-
participating students their experience eye out for new shared by photos and media event to a
from day of the event. from the event photos and videos participants using the videos from the close.
campaign hashtag
Shared on Twitter and online using the that will be posted event, as well as
via Twitter,
Instagram. hashtag. — All in the coming days. content shared
Instagram.
social media (ONGOING by students in
• Share: Encourage platforms. (EARLY THOUGH THE DAY) the week after
students to share EVENING) the event.

their experience from

the event online using (NOON)

the hashtag. — All

social media
platforms. (EARLY
AFTERNOON/
EVENING)

Active interaction and engagement with followers and social media users will occur, daily, over the course of the two weeks leading up to,
during, and following the event (i.e. responding to questions, reposting/retweeting other relevant social posts).