A Tactical Plan

Date: March 2020

OVERVIEW
• Snapchat is a popular social media platform that enables
users to share moments while simultaneously making them look
modern & awesome, unlike Facebook and Twitter Snapchat has
the friendly easy way of sharing stuff. Snapchat is a mixed like
other social media platforms that focuses on sharing news and
entertainment in innovative way that grab the reader’s attention.

• 210 million active daily users use Snapchat worldwide… which

considered an enormous number “Statista,2019”

• In this communication plan, we lay out the plan of initiating

“DoH Snapchat account” that can be used for public awareness
campaigns especially the new Coronavirus (2019-ncov).
Overview- Most Active Social
Media Platforms in UAE

Snapchat- 32%
Overview- Snapchat
Audience in UAE-2019
Coronavirus
(2019-ncov)-
SnapChat
With the fast spread of Coronavirus (2019-ncov), its very important for
DoH, the regulatory body of the Health care sector in the Emirates of Abu
Dhabi to reach out to the community, aware them, & provided all the
needed tips & educational materials they have to know.

DoH in cooperation with Abu Dhabi Public Health Center & Ministry of Health is
having a massive public health awareness campaign about Coronavirus
(2019-ncov), this campaign is implements in:

• Digital Platforms (Instagram, Facebook, Twitter)

• Traditional news (press releases, TV & Radio Interviews)
• Brochures & flyers ( all over the Healthcare sector’s entities)
• Workshops

Thus, we want to create an official Snapchat account that provides preventive

measures to the community about Coronavirus & can be trustworthy.
Tactical plan
Tactics-
Account Goals

In order to complete our awareness, its very important to implement this

campaign on Snapchat and reach out to a winder range of people, in this
way we will:

DoH in cooperation with Abu Dhabi Public Health Center & Ministry of Health is
having a massive public health awareness campaign about Coronavirus
(2019-ncov), this campaign is implements in:

• Aware and communicate the General Public

• Share latest news transparently & efficiently
• Reach out to the community
• Addressing rumors & educate the community to get the information from the official
sources
• Showcase the high efficiency of emergency preparedness & highlight efforts of all
Healthcare sector in UAE
Tactics-
Target Audience

We have identified six main target audiences who are at the center of this
communication plan. The communication objectives, key messages, tactics
and evaluation will be tailored to each of the defined target audience groups
defined below.

Leadership
Local
Healthcare providers
community/patients
and facilities

Stakeholders
and investors Local media
Tactics-
Account options

Option A- Only Coronavirus Option B- DoH snapchat

Coronavirus in UAE
DoHsocial
• Create an account only dedicated for the coronavirus news, were
we can provide preventive measures to the community about DoH official snapchat account, that is
Coronavirus & can be trustworthy. dedicated to provide the latest activities,
health promotion, news, & events
In this account we will cover everything the public should know:

• Public Awareness
• Infographics
• Statistics

• Lack of resources to be fully

• Coordination between teams & entities
dedicated for this Channel meanwhile
• Materials & statistics not to be shared on time
Challenges • Speakers eventful schedule
• Lack of resources to be fully dedicated for this project

• Apply a process
• Apply a process
• Extra resources
• Extra resources
Solutions
Option A-
First steps… Create an account, only for coronavirus & for a specific period of time.

Acount name options:

• Coronavirus in UAE
• DoH - Coronavirus

User Access:

• DoH Digital communication team to lead the account

Main Messages

• Awarnesses
• statistics, & infographics
• Health Care sector –EDM Talks/ interviews
• Healthcare Ambassador life talks
Option A-
Content…
• Informative visuals that provides all information about Coronavirus.

• Public awareness
• Infographics
• Statistics, latest new, & myth

• Life interviews with experts from the Healthcare sector or Emergency &
Disaster Management.

• DoH Ambassador: provide a real life examples on how we can live safely
during the Coronavirus plague.

Note:
• DOH Ambassador will be selected from DoH employees & follow a specific
criteria.
• Minimum a selection of 2 employees .
Tactics-
weekly plan …

Content Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Informative
Public Public
visuals Infographics Statistics Video Myth Video
Awareness Awareness

Interviews Healthcare
Talk _ _ _ _ _ _

Ambassador H.C H.C

_ Ambassador _ Ambassador _ _ _
talk talk

Contacts Contact Contact Contact Contact Contact Contact Contact

details Numbers Numbers Numbers Numbers Numbers Numbers Numbers
promotion promotion promotion promotion promotion promotion promotion

Latest news Latest news Latest news Latest news Latest news Latest news Latest news Latest news
How to promote for this account?

Main announcements:

• Email sent out to DoH Employees

• Circular Sent out to all Health Care Facilities

• Post on DoH social Media Channels, announcing the new official Coronavirus Snap Chat account

• Healthcare sector to repost from DoH & spread the word:

- SEHA, Cleveland Clinic Abu Dhabi, Danat Al Emarat, NMC, Burjeel, Medclinic…etc
- Official authorities in the Healthcare “MoH, DHA

• Other government entities

• Paid Online Ads on snapchat/ Instagram

Support from news channels- Optional:

• Post on UAE Barq / Net AD / 3ameed news / liwa_news / uae71 news / Forsan UAE / UAE network
news

• WAMNEWS + Newsemaratyah +alwatan_uae + Al Ittihad ae

Communicating
Further…

Support from Social Media Influencers:

• Munther Al Muzaki (@m_almuzaki)

• Khalid Al Ameri (@khalidalameri)
• Salama Mohamed (@salamamohamed)
• Saeed Al Remeithi (@rm)
• Zahra Lari (@zahralari)
• Zahrat Khaleej (@zahrat_khaleej)
• Abu Dhabi Media (@abudhabimedia)
Measurement
for the channel

Metrics:

• Survey- preferable channel to you when seeking latest news

• Level of followership increase during the launch period
• Level of engagement for social media content
Posts
Samples
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Samples
Thank You