SEIU

Home Care Digital Campaign

digital media strategy synopsis

Educate. Inspire. Unite.

Test Campaign: 1/24/2015

Created by Elvira Felix
Key Digital Strategies: How does SEIU want to grow?
REACH ENGAGE CONVERT ACT

Marketing Analysis: Discovery of Key Demographics

SWOT: digital Competitor Online partner
Audience analysis
marketing review Benchmarking analysis

Objective Setting: Which goals and KPIs should SEIU use?

50% Follower
Crowdfunding Goal Google Analytics Conversion Rates
Increase

Strategy: How can we achieve SEIU goals?

Segmentation & Brand Positioning Engagement & Integrated Comms
Targeting & value proposition Content Strategy Strategy
Goals
To mobilize the support of a home care
state assessment by engaging and
educating home care workers, seniors
and people with disabilities, and
stakeholders.
Objective 1: Increase followers and
engagement from Blue State.
Objective 2: Engage stakeholders to
distribute digital media campaign to educate,
inspire and unite.
Objective 3: Inspire home care workers and
stakeholders to participate in the $Fight for
$15 campaign with donations to campaign,
email subscriptions, and event participation.
Home Care Workers Demographics:
● 89% Female,
● 54% Caucasian/Other
● 28% African Americans
● 18% Latinas
● Caregivers of adults are 49.2 years old, on average,
but nearly half (48%) of all caregivers of adults are
between the ages of 18 and 49. Caregivers who
provide more hours of care per week tend to be older
(an average of 51.8 years old) compared to those who
provide less hours of care per week (48.0 years old).
● Average Wage $10; Average Salary $13K
● Almost half on Public Assistance
● Location: Blue State
○ See Counties & Cities’ demographics .
Additional Stakeholder Audiences:
● State & local legislators
● Seniors
● Partners & Affiliates with Senior Audiences
● Bloggers & Journalists
● Home Care Association
REACH - Objective 1 Tasks: Increase followers from Liberty City, Blue State

● Purchase paid SM Ads and boost SM ● Discuss online SM partnerships with

campaigns to targeted areas
● Design SM Digital Campaign
● Share digital content on SM sites
● Partner with affiliates and like-minded
organizations to share content
affiliates
● Post relevant news & updates
● Create a list of bloggers, journalists, local &
state representatives.
● Work w/Public Affairs office to create blogs

ENGAGE - Objective 2 Tasks: Engage stakeholders to distribute digital media campaign.

● Create a national and Blue State email and
phone number distribution list of
stakeholders.
● Create an e-contact strategy.
● Create e-newsletter template
○ Distribute talking points, SM images to
share, personal stories, news, etc
● Interview home care workers, seniors and
other stakeholders

ACT & CONVERT - Objective 3 Tasks: Inspire stakeholders to participate in the campaign.

● Work with Public Affairs office to assist in ● Link SM campaign to calls of action by
optimizing landing pages and homepage. requesting stakeholders to volunteer in
wage committee, share our content and/or
write to their local legislators & governor.
Home Care Workers calls for Support in the
Fight for $15 in “Blue State”.

(Ideal Headline for Article or Blog)

 Campaign Illustration Sample 1
“I usually work 50 hours a week, a
few times I’ve worked 70 hours in a
week and it still wasn’t enough
- all with no over time.
Most days I only saw my children
when they were asleep in bed,
now I get to make dinner and help
them with their homework.
I’m a mother again,
that’s what $15 dollars did.”

- Sarah McLoughlin
Tactics: Which digital marketing activities should SEIU optimize?

REACH ACT & CONVERT ENGAGE

● Search Engine ● Home Page ● Content Marketing

Optimization Optimization ● E-newsletter
● Pay Per Click ● Landing Page ● Events
● Affiliate & Partner Optimization ● Social Customer
Marketing Relationship
● Online Advertising Management
● Social Media ● E-contact strategy
Marketing
Tactics: Which digital marketing activities should SEIU optimize?

Tweet 1 Tweet 2 Tweet 3

#HomecareWorkers, the #Fighfor15

January is #Alzheimer’s Awareness
Month. Thx for keeping our seniors
safe and loved #homecare workers.
@alzassociation @ACLgov Let’s
fight for them! #Fightfor$15
“During the [blizzard], many of my
co-workers and I continued to care
for clients but w/out pay. I lost my
home and my car.” #HomeCare
#Fightfor$15 http://bitley.123
is at your door in #BlueState. Share
the stories w/@Govenor & stay
connected to unite @ bitley.123
[Bitley linked to a request to sign a
petition with contact information]
 Facebook Demographic Facebook Ad Criteria
Campaign ● Include Slide 3 Demographics
Series Description: ● Interest
Image of a female homecare worker at work, ○ Include common interests, if
preferably from original photography. Digital Image possible
Campaign will have a feminism theme, marketing ● Purchase Behaviors
design is inspires empathy with intimate caregiver
stories, additional “We can do it” imagery.
● Connections
Call to action: #Fightfor$15 ● Create Custom Audiences
Tone: Feminism, inspires strength in numbers ○ Use CMS, and website analytics
Purpose:
To request followers and home care workers to share
content and resources to educate, inspire and/or unite
stakeholders to go to website and/or subscribe to
email list for updates on how to join in on the #Fight
for $15.
Talking Points For Homecare Workers
Example 1.
Home care assistance helps to keep
working families at work and out of
poverty. Helping to support the financial
stability of home care workers with wage
increases, would let us focus more on
your parents, and less on our bills.
Example 2.
Family members do their best to support
ailing parents, but home care workers give
struggling families the ability to keep
working and off public assistance; so
young parents can continue to focus on
what matters most, family. Increasing
home care workers wages would also
alleviate the need for public assistance,
saving taxpayer money.
Example 2.
Access to skilled nursing, physical therapy
and other services at home prevents
costly hospital readmissions, and help
patients avoid expensive long-term
facilities. Home care assistance has
repeatedly been proven to be less
expensive than nursing care facilities-
even with a wage increase.
Created by Elvira Felix for SEIU