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DUET AMBASSADORSHIP

As the VP of Projects of the UC Santa Barbara chapter of the American Marketing Association (AMA), I am in charge of organizing and leading large team-based projects for club members to develop and gain valuable marketing experience. One such project during the current 2020-2021 school year is the Duet Ambassadorship Program, a year-long marketing project that provides AMA members an opportunity to gain real-world experience in social media, creative, content, and email marketing. Duet is a startup non-profit company founded at USC with the mission of helping refugees by connecting them with donors in a system that allows them to request exactly what they need from participating stores located in Greece and Los Angeles. The Duet Ambassadorship Program involves creating email, event, and social media marketing campaigns to help raise awareness of Duet and increase donors among college students. 

Most recently, the Duet Ambassador team has organized and launched a "Secret Santa" fundraiser from 12/1 to 12/7 to help raise awareness and donations for Duet among college students. Essentially, the "Secret Santa" fundraiser gave people an opportunity to donate either directly to Duet via the company's official website (www.giveduet.org) or to the official AMA venmo account with the message "Secret Santa." In return, donors received a free virtual care package created by the Duet Ambassador team! 

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To promote this holiday fundraiser, we created an Instagram bingo for people to post and share on their Instagram stories. The social media graphics we used are displayed towards the bottom of this page. 

 

We also implemented a comprehensive email campaign where we sent out a fundraising chain email to UCSB professors and staff to further increase awareness and donations. 

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The virtual care package, displayed by the interactive image to the left, was a creative way of incentivizing more college students to donate in this fundraiser and learn more about Duet and the company's mission. 

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As a team, we collectively raised $738 through our social media and email marketing campaigns. More importantly, many of the donors from the holiday fundraiser who now know about Duet have become regular donors, achieving Duet's goal of increasing donor retention.

 

To further our team's success, future events and campaigns will continue to target college students, while also attempting to reach a more diverse consumer group to increase awareness, donations, and donor retention. 

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- Social media graphics - 

PR Writing Course

PR WRITING COURSE

To complement my leadership role in the Duet Ambassadorship, I have been writing press releases, feature articles, profiles, short pieces, and news briefs in my Public Relations Writing course to assist in improving Duet’s brand image and awareness. These PR writing pieces have been compiled into a redesigned website linked in the image below.

WEBSITE

For my Multimedia Project, I also created a mock social media campaign to help Duet establish more consistent donors and improve overall brand awareness during COVID. In honor of World Refugee Day on June 20th, the proposed social media campaign will revolve around the hashtag #GivingTuesday during the entire month of June, encouraging people to donate to Duet's new donation drive to help improve the life of a refugee family in need. 

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Typically, #GivingTuesday occurs on the Tuesday after Thanksgiving in an effort to inspire generosity from as many people as possible to support great causes. However, given that Duet values transparency, I think a #GivingTuesday campaign in which an Instagram post from the point of view of a donor, store owner, or refugee family on every Tuesday of the June campaign would not only help to highlight this core value, but more importantly, reach people who may feel moved by their story. 

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I noticed that Duet's current Instagram feed lacks emotionally compelling testimonials from real people who have been positively impacted by Duet's cause, which I think is a huge missed opportunity to increase social media engagement and donors. Putting real faces and experiences through testimonial posts will also make Duet feel more personable and interactive, which will hopefully inspire more people to donate. 

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The mock social media campaign also highlights a matching donation drive in which every donation made during the month of June will be matched to double the life-changing impact on a refugee family in need. This feature of the campaign will hopefully get more people to want to donate since the impact of even a small donation will be so much greater when it is matched. 

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Here is a social media calendar that outlines upcoming Instagram posts from this proposed #GivingTuesday campaign in a spreadsheet:

SOCIAL MEDIA CONTENT CALENDAR

Content Calendar

Based on my social media content calendar and the existing brand identity of Duet's current website and social media platforms, I created graphics in Canva for this #GivingTuesday campaign that featured 8 Instagram posts and 2 Instagram stories. The information in each graphic and caption were taken from easy-to-miss statistics, articles, photos, and documents I was able to find on their current website. 

INSTAGRAM POSTS

INSTAGRAM STORIES

The purpose of the Instagram Bingo is to get people to repost and tag their friends onto the first IG story, and collect donations on the Bingo page. The person reposting the bingo on their story will input their own Venmo account in the blank region and add emojis or stickers to each donation square that gets completed until the board is completely full. After the fundraiser is over, each participant will transfer all donated funds from their personal Venmo account to Duet's official Venmo account via @giveduet. All donations made during the #GivingTuesday campaign will then be matched to provide double the life-changing impact on a refugee family in need. 

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I think posting an Instagram Bingo to their story would be a great way for Duet to interact with members with the Duet community and to bring in potential donors who have yet to hear about their cause. Tagging close friends and family in the Instagram Bingo also creates a more interactive and fun experience for everyone involved in the fundraising process.

Here is a summary of my ideas for my proposed #GivingTuesday campaign:

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  1. Consistent use of #GivingTuesday in all posts

  2. Use of colors, fonts, design layout, and vector illustrations that remain consistent with Duet's existing social media brand identity

  3. Include personal stories/anecdotes from refugee families, donors, and local store owners who have worked with Duet to highlight the life-changing impact that Duet's cause has had on so many people

  4. Photos of refugee families, donors, and local store owners to personalize posts and further humanize Duet's cause

  5. An Instagram bingo to be reposted on people's IG stories as a fun way to encourage friends, family, and acquaintances to fill up the board by donating refugee families within the Duet program

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