MEDIA MIX

A. Internet

 Website: 

A page for Pyjama Carnival will be created on Pyjama website and linked in three different universities’ student union page. Lasted news of the campaign will be updated frequently on this page. This kind of media is official and quite popular so we think that the information posted on this media will be considered much reliable and attract many our target audiences.

Newsletter: 

Post campaign information on the existing monthly Pyjama and three cooperated universities’student union newsletter. These newsletters will be sent to students as well as people who concerned about this campaign and ensure them always get the updated news of the campaign

Siocal networking (Facebook, Tweeter): 

The average usage frequency for social media, particularly Facebook in Queensland is about 24 times per week. In addition, the percentage using social networking every day in Queensland is 25% (AIMIA 2012). Moreover, there are a huge number of people liking Facebook page of three universities’ student union, particularly, there are 2528 people liking the Facebook page of The Pyjama Foundation, and 17,244 people like the Facebook page of UQU (The University of Queensland Union), over 2000 people like the Facebook page of Griffith University student Clubs. This media is not only an effective exposure of our target audience, but also used as space to give updated information about Pyjama Carnival. In addition, we consider using the “Event” application on Facebook to invite people we think would want to attend our events.

In order to increasing interactive information channel to the event, Facebook confession page will be open before, during and after the event. This page is created with the purpose to collecting ideas from our target audiences about organizing the event as well as their assessments of the event for later improvements.

Youtube: 

A video being created in which members of Pyjama Carnival will talk about why they are putting on this event, what it means to them, and what they are hoping to achieve will be posted on Youtube. We believe that it will be a big influence to our target audiences when they can hear a voice, see a face of members of this event and the cause go with.

Google grants: 

Google Grants program enables the Pyjama Carnival to promote their official websites containing the campaign information via advertising on Google. When users search on keywords related Pyjama Carnival’s activities, this event's ad appears next to relevant Google search results under the Sponsored Links sections, which could drive traffic to the website. 

Create a blog:

Blog posts are considered as great ways to really dig into the details of this event. Not like the website, the content is static and formal or professional, but a blog, which is expected to be timely, can be a great hub for information pertaining to the event. The purpose of creating a blog is that we want to have an interactive space where people who cared about this event can share ideas to contribute for the event as well as updated information about the event. 

B. Prints

Newspaper should be used due to its relatively high readership. The purpose of using newspaper is to build public awareness about the Pyjama Foundation and the event. We will try to keep the newspaper advertising be released at least once per month and quarter page each from August to October. The newspapers we preferred are those who have the numerous readerships in QLD, such as Sunday Mail, Courier Mail and QWeekend. However, if these newspapers do not have space left, we would like to use others.

Magazine, as a professional information provider, would be used; time period aims at from August to October. We would cooperate with the top three magazines in QLD area, hoping to achieve at least once advertising within a month from; each time the advertising size depends on the vacant space, half page is the ideal proportion. Also we would promote our campaign on Redbulletin, using a column to report the activities. Simultaneously, we will try our best to seek the potential partner who can provide free advertising for us.

  

C. OOH Advertising 

OOH advertising is another effective media to facilitate our campaign. In particular, poster is considered as an efficient and economical way for promotion. The posters will be mainly posted in campus and public. Since one of our target markets is student; we will therefore collaborate with UQ Union and other university student unions. Gyms and several stores are also potential platforms for our campaign promotion. As research shows most gym junkies are male, they are generally well educated and wealthy

In addition to the above media, we would like to invite certain TV and radio producers to report our events. Further, we will discuss with the organization’s supporters, hoping our advertisement could be shown on their leaflets, etc.

D. Partnership with Advertising Agencies

Create a proposal includes a short statement about the whole campaign and mentions the expected results, which help the agency determine if they can do the work. List the benefits the advertising agency can receive, such as a company logo placement in promotional materials and a socially responsible image.

E. Non-profit Media Organizations

Collaborate with some non-profit media organizations like Media Team Australia and Non-profit Online to raise our public profile and attract greater support by professionalizing Pyjama Carnival’s public relations and communications activities. Non-profit Online can help Pyjama to design an efficient advertising campaign on official website (Pyjama and three universities’ union website). Non-profit media organizations can help Pyjama to reach target audience online communities to put our banner ads and campaign information on them and increase the awareness of the Pyjama Carnival..