My team had been tasked with introducing Uvakai to people with heart issues in hopes of improving their perspective on health and life overall. Uvakai is a Cardiovascular lifestyle business that creates a customized program that essentially reverses aging using a sustainable diet, staying active, and being involved in a community in hopes of improving one’s health. According to extensive primary and secondary research, we had targeted a key demographic titled, “The Directionless Strivers.” In order to garner the attention of our audience, we produced a targeted social media campaign and branded the company to Uvakai’s target using experiential events and digital tactics.
Tactics I created for the campaign:
Website design
Give consumers a comfortable and safe space to have dialogue amongst other program participants.
Attract outside consumer engagement through curiosity and encourage conversations regarding program-specific difficulties and successes.
Automated messaging will track specific wording to give a correct response from the company to questions consumers have about the services.
This will not go against HIPAA as the consumers will know it is a public forum on a public site.
Simplistic design to not overwhelm the consumer with information and data
Clear and accessible in describing Uvakais services through a designated page on the website in the menu.
Displaying existing testimonials to help generate word of mouth, credibility, and build trust.
Promoting the podcast with a banner at the bottom of the home screen to help track engagement through user click rates.
A join or sign up button that sends the consumer to a subscription page for the newsletter.
Facebook Group
Gives the consumers a space for private discussion and helps keep them accountable throughout the program through community support.
Helps aid the research that indicates that lack of motivation and lack of accountability prevents the demographic from maintaining healthy lifestyles.
Helps the company track and gauge consumer struggles and achievements in certain parts of the program.
Potential to lead to earned media as consumers may post on their individual Facebook accounts.
experiential/ Event
Created mock ups of physical souvenirs that participants will get to take home with them.
A bracelet that will serve as a walking advertisement as people will ask for its’ meaning, furthering the earned media for the Uvakai brand.
A double sided card asks how the participants feels before and after the event and is used for a social media giveaway.
Uvakai would partner with Sumits Hot Yoga here in Columbia, and the Mindful House internationally.
Found that mindfulness and inner peace directly correlated with the values of Uvakai.
Great way to promote brand awareness and create a sense of tradition for potential and current Uvakai clients.
Implement an instagram and facebook campaign with posts before, during and after the event.
Use the distribution of a press release as another awareness and earned media tactic because it’s an easy way to announce to the community about the event.
Gives Uvakai the decision power to dictate what news sources the release is pitched to and what it says, potentially improving reach and overall brand impressions.
Print Ads
Create three full-page print ads that focus around mindfulness in everyday life. By using slice-of-life scenarios like road rage or passive aggressiveness, it helps attract attention, connect the consumer to the services the company provides, and spread comprehension of how and where to be mindful in everyday life.
This tactics will reach the older demographic that gets their news from traditional media. The main purpose is to maximize viewability of Uvakai’s services for consumers.
It would be run in publications that target older individuals outside of the Uvakai program. Examples of these local publications were Vox magazine, Inside Columbia Magazine, and Columbia Missourian BoomTown edition.