1. Cherokee Rose Writing Project
Brandisha Braddy, China Hemphill,
Gerri Marroquin, & Kellyn Crumpton

2. CRWP Vision CRWP Mission
To bring teachers together to talk, read, study and to influence the writing instruction for students in the West Georgia area.
CRWP Mission
To create a mass of educators who are striving to shift the culture of writing, and provide students with authentic reasons to write. In the future, the CRWP would like to expand and continue its work by increasing the number of teachers in attendance at the invitational Summer Writing Institutes.

3. Situation At Hand Little Social Media Presence
Through researching the organization, we discovered:
Little Social Media Presence
Presence Needed Updating
Events Not Highly Promoted

4. SWOT Analysis Strengths Social Media Presence Located on Campus
Weaknesses
Lack of awareness
Lack of various social media platforms
Opportunities
Expand social media presence
Improve graphics
Threats
Lack of response from others
Very specific audiences

5. Our Campaign:
“Who Is Cherokee Rose?”

6. Objective
For the Cherokee Rose Writing Project to have an effect on community awareness, specifically to increase attention about their events by increasing the number of applicants by 20% for their Summer 2017 Institute.

7. Audiences
Internal Audiences: -Educators who currently teach in the West Georgia area CRWP works with: Carroll, Coweta, Douglas, and Heard.
External Audiences: -Attendees at the National Writing Conference (NWC) New and current educators in the West Georgia area (who want to advance literacy in their curriculum)

8. Research
What social media platform do most teachers use? Consensus: Facebook is the most popular inside and outside of the classrooms.
What social media platform is most effective for small organizations? Consensus: Facebook, Twitter, Instagram, Google+, LinkedIn, and Pinterest.

9. Theory
1) Schema:
To understand how people think, analyze, and act when information is presented to them.
By providing new information for the schema of writing, the audience’s opinion of writing in general will positive change.

10. Theory 2) Social Marketing Theory
Based on the promotion of information.
By using social media to gain the attention of the audience and changing the social and psychological barriers of writing.

11. Strategies & Tactics Strategy 1: Testimonial Videos
Contact Interviewees
Conduct Interviews
Construct Video
Strategy 2: Summer Institute Invite
Develop Press Release
Create Social Media Flights
Create Graphics for the SI
Recreate Organization’s Logo

12. Their Requests Deliverables
Create a testimonial video to show at National Writing Conference (NWC)
Create a testimonial video to use as advertising / at various events
Testimonial for NWC
Testimonial for CWRP
New Logo
Social Media Flight
Graphics
Press Release

13. Testimonial for NWC

14. Short Testimonial

15. Social Media Testimonial

16. New Logo

17. Graphics

18. Press Release

19. Budget Product QTY Price Total Where to Purchase
Flyers $0.60 $120 Pub & Print
Videography 1 highlight video $300 $300 Freelance/UMC
FB Promotions 5 posts $5 x 5 $25 Facebook (reaches 1,000 users)
⅛ Page Article 1 $75 $75 The West Georgian
TOTAL= $520

20. Evaluation
When evaluating the effectiveness of the campaign, the Cherokee Rose Writing Project needs to compare:
Message Exposure (via media placement): Track the increase of activity on their social media posts.
Audience Participation: Track the amount of applicants last year versus this year.
In addition, CRWP can have the participants complete a Google Forum for audience feedback to ask the participants about their experience. They can use some of the responses as testimonials to use for the next summer institute.

21. References
Bolkan, By Joshua. "Report: Most Teachers Use Social Media, Worry It Will Cause Conflict -- THE Journal."
THE Journal. N.p., 15 Jan Web. 01 Nov
Scherer, James. "Social Media Marketing: Which Platform Is Right for Your Business." Wishpond. N.p., 2013.
Web. 01 Nov
The Top 20 Valuable Facebook Statistics. (2016, November 02). Retrieved from
Schema Theory. (2014). Retrieved from
Social Marketing Theory. (2010). Retrieved from