Group 11: PFP Campaign Outline


Last week our reflection on Physicians for Peace’s social media strategy was broken up into roughly 4 categories. We have decided to use those four categories to be the basis for our campaign strategy: revamping of current platforms, feedback and interaction techniques, traffic and post volume, and expanding to new platforms.

Our campaign will be launched in 3 stages.
Stage 1: We need to better the social media presence PFP already has. This will consist of:
Revamping the website
-social media shortcut widgets
-’share our story’ link to facebook- instead of it just saying ‘share our story’ give them a story to share on their page. Instead of it being a link to their facebook page, give a little blurb about either a professional receiving training
-“tweet donation”- same idea as the share our story on Facebook- also make sure to recognize those who participate
-#tbt PFP could participate in the throwback thursday hashtag on twitter, instagram, and/or facebook to share how their work has impacted and improved healthcare in the regions they’re working in. Share a statistic or picture about healthcare disparities or challenges people faced in that region before PFP provided their services.
-Get rid of “sumall” app- its too impersonal and not good to show audiences. Need to make retweets and all other tweets more personal and intimate. Post direct tweets to the new followers, rather than a summary of how manny there are
-Add descriptions to posts to provide a human connection and background story.
-linking hashtags on all social media platforms #teachonehealmany #drs4peace (this also goes for twitter and Facebook)

-Across the board, PFP also needs to boost interaction on all social media platforms not only with potential supporters, but also other organizations that are doing similar work, on social media. If PFP posts about work other organizations are doing, they will (hopefully) do the same to bring them to their own audiences.

Stage 2: The Non-Social Media Campaign
When I (Katie) first started looking into PFP, I immediately thought of MEDLIFE, which is a medical relief work nonprofit I worked with when I was at the University of Delaware. Long story short, they provide free medical care in locations around Central and South America. Midlife currently has over 150 university chapters in the US, Canada, Puerto Rico and Canada. Because of the similarity in missions between MEDLIFE and PFP, and PFP’s desire to boost presence among millennials, we propose that PFP start a campaign to start university chapters (I found that there is already one at UVA). Start small, so go regionally in Virginia, there are a good number of colleges and universities in the Tidewater area, and well as reach out to medical schools around the state and other universities as well. Each chapter will then create their own social media platforms to connect to the organization and other chapters and therefore fortify the social media presence of PFP that was improved upon. This is also a crucial group to connect with, as they are the potential future donors, supports, employees and volunteers for the organization.

The second group PFP wants to reach is women 45+. Because this group is not as active on social media as millennials, but growing, Kendra proposes community information sessions where employee and physicians who have worked with PFP deliver real time facts and figured on current projects and goals. This is a way for PFP to deliver their success stories as well as discuss what their needs are, and how the community can help them. Finally, promote outreach programs to the community with incentives. We have to develop a platform for our client to engage the average American, so we have find a way to relate the health concerns and needs of our communities, to those PFP is serving worldwide.

Stage 3: Expanding to New Platforms
Heidi has been working on ways for PFP to expand to Pinterest and Youtube. Specifically on Pinterest, they can create powerpoints and graphic design ads that highlight their strengths, upcoming actions, and current needs in both money and resources as well as well as inspirational quotes, what ordinary people can do (so that people feel like they have the power to help out), etc. On youtube, maybe some snippet interviews with people they have helped or area doctors happy for their guidance and parts of their training procedures. To bring everything together, links to these videos and such with posted through tweets, Facebook posts and on their website.

Three of the four categories are covered in the three stages, the last one is traffic and post volume. Overall, PFP needs to boost the number of posts daily on all platforms and also daily interaction will facilitate more traffic to their accounts and website.

I think we can all say that we have not been as proactive about communicating as we would like to be. Its been difficult with work schedules, going out of town, and also having members who don’t live in town (or same time zone!!), but hopefully that will change this week. Along with sprucing up our google drive, Katie will be sending a Doodle survey to the group to see what is a good time for all members to participate in a google hangout or Skype meeting to catch up and talk about how we want to move forward.

Katie Baxa, Heidi Richards, Jules Marino, Kendra Jenkins


Really like how well organized your team is. Great job! Please make another attempt to involve Kiran. Thanks!