MEDIA STRATEGY

Media Objectives

Our media objectives will support the event‘s objectives as mentioned above. Accordingly, we want to raise awareness of our target audiences about the Pyjama Carnival’s activities and then get them engage in this campaign through the numbers of viewing, finding and responding information about this event. In addition, we want our target audiences feel willing to participate to this campaign by becoming volunteers or donating for Pyjama Carnival.

Media Strategies

We would combine prints (newspapers and maganizes), internet, OOH and other media (if possible) to cover and reach our target market.

- Print: Online/ Offline OOH: Poster
- Internet: Website, Facebook, Twitter, Youtube, Google grants, Blog, Newsletter
- Other media: Social network, TV, Radio

In order to achieve these objectives, the advertising campaign will be carefully prepared and implemented within three months before the event occurs. In addition, considering Pyjama Foundation is non-profit care provider who has limited budget on advertising, some non-profit or low costs media are suggested to promote the campaign. On the other hand, we expect to have partnership with Advertising Agencies or None – profit organizations to reduce cost on advertising.

Message Strategies

We create the key message “U Raise them up” to directly communicate with our target audiences. The purpose of the key message is to inspire our target audiences that contributions to this event not only help them know more about disadvantaged children life but also help these children have brighter future life. This message combined with touching designed pictures aims to touch our target audiences. In addition, we apply back ground colours that Pyjama Foundation used now, so it is useful to let our target audience realize Pyjama Foundation’s image.