OpenSourceTheThamesProjectDetailedMediaPlan.xlsx
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MEDIA PLAN v1.0
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Assumptions/ Work in Progress - Does not consider the incusion of a daily guest rider till budget is confirmed
- Soft Talk ongoing with potential British Celebs & Atheletes
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Target AudienceCitizens
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Media Objective - Cause: Highlight Plastic Pollution
- Safety: Highlight PLA and RNLI Focus/ Goals to demonstrate 'How to safely Plan & Execute a Water Adventure?'
- Deliver value for sponsors and partners
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DateProject PhaseTaskAudienceObjectiveOwn MediaEarned MediaStrategyComments
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PRE LAUNCH
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31 July 2017Petition Launch & PromotionCitizensPetition Awareness and Signatures

KPI:
1. Petition Signatures
2. Subscriber/ View Count
3. Follower/ Like Count
4. Website Views
Digital
- YouTube/ Amazon Direct Video
- Email - Mailing List
- Facebook (Groups/ Personal Friends)
- Instagram
- Twitter
- Reddit
- Online Magazines
- Press Release
Dynamic

KPI: Content Generated/ Shared/ Liked etc
- Launch Petition
- Promote Petition to FB Friends
- Promote in ThunderClap
- Talk to Influencers
- Talk to Online Magazines/ Blogs for guest post etc.
- Promote in online forums like Mumsnet etc.
- Leverage Partner Challenls of Charities/ RNLI/ Celeba/ PLA etc.
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Every Day After Daily Progress Summary (Yesterday/ Today)
- VLOG
- BLOG
- Tweets/ Posts
EveryoneMaximise Coverage

KPI:
1. Petition Signatures
2. Subscriber/ View Count
3. Follower/ Like Count
4. Website Views
Digital
- YouTube/ Amazon Direct Video
- Facebook (Page/ Groups/ Personal Friends)
- Instagram
- Twitter
Dynamic

KPI: Content Generated/ Shared/ Liked etc
- Launch Petition
- Promote Petition to FB Friends
- Promote in ThunderClap
- Talk to Influencers
- Talk to Online Magazines/ Blogs for guest post etc.
- Promote in online forums like Mumsnet etc.
- Leverage Partner Challenls of Charities/ RNLI/ Celeba/ PLA etc.
Daily content includes Project Status/ KPI Summary/ Training/ Cause content if any with focus on Safety and other partner goals
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07 August 2017Press ReleasePressPetition Launch and Status
Digital
- YouTube/ Amazon Direct Video
- Email - Mailing List
- Facebook (Groups/ Personal Friends)
- Instagram
- Twitter
- Reddit
- Online Magazines
- Press Release
- Add the KPI movement in one week
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Every Day After Daily Progress Summary (Yesterday/ Today)
- VLOG
- BLOG
- Tweets/ Posts
EveryoneMaximise Coverage

KPI:
1. Petition Signatures
2. Subscriber/ View Count
3. Follower/ Like Count
4. Website Views
Digital
- YouTube/ Amazon Direct Video
- Facebook (Page/ Groups/ Personal Friends)
- Instagram
- Twitter
Dynamic

KPI: Content Generated/ Shared/ Liked etc
Daily content includes Project Status/ KPI Summary/ Training/ Cause content if any with focus on Safety and other partner goals
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11 August 2017Press ReleasePressInform about Adventure Plans and Scheduled Trials StartDigital
- YouTube/ Amazon Direct Video
- Email - Mailing List
- Facebook (Groups/ Personal Friends)
- Instagram
- Twitter
- Reddit
- Online Magazines
- Press Release
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EVENTS
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12 August 2017River Trial #1Paddington Basin/ Active360Adventurers/ Children & Parents
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12 August 2017
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12 August 2017River Trial #1
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19 August 2017River Trial #2Richmond Canoe ClubAdventurers/ Children & Parents
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26 August 2017River Trial #3Thames Rowing ClubAdventurers/ Children & Parents
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26 August 2017Leg Trial
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19 September 2017Press Release
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START RIDE
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18 September 2017Ride Day #1Pre Ride / En Route Update/ Daily SummaryEveryone
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19 September 2017Ride Day #2Daily SummaryEveryone
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20 September 2017Ride Day #3Daily SummaryEveryone
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Event in Local ClubEveryone
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21 September 2017Ride Day #4Daily SummaryEveryone
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22 September 2017Ride Day #5Daily Summary
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23 September 2017Ride Day #6PR Campaign
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23 September 2017Ride Day #6Press Release
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23 September 2017Ride Day #6Interview
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23 September 2017Ride Day #6Daily Summary
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24 September 2017Ride Day #7BBC Breakfast Show (Passing by their office by the river)
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24 September 2017Ride Day #7Daily Summary
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25 September 2017Ride Day #8Daily Summary and Project RecapRNLIProject Achievements
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FINISH RIDE
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26 September 2017POST RIDEPress ReleasePressProject Achievements, Detailed KPIs and Next Steps
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27 September 2017Final Project Summary
- VLOG
- BLOG
- Tweets/ Posts
EveryoneProject Achievements, Detailed KPIs and Next StepsDigital
- YouTube/ Amazon Direct Video
- Facebook (Page/ Groups/ Personal Friends)
- Instagram
- Twitter
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