We developed an integrated communications strategy that leveraged traditional media relations, influencers and social media channels to drive awareness of the work that SecondBite does and encourage people to contribute. We also work closely with SecondBite’s media buying agency to leverage paid partnerships as a way to drive additional editorial opportunities.
To ensure all opportunities to tell the SecondBite story were maximised, we kicked off the program with a deep-dive planning session where we identified target audiences, desired outcomes, and internal and external milestones. We then developed an activity calendar that outlined how we could leverage these milestones across all channels in a way that would reach and influence target audiences.