Overview:

 

Cuidiú, the heartbeat of parent-to-parent support, presents "Cuidiú Caring Communities" – a campaign meticulously designed to forge stronger connections among new parents. Our objectives are crystal clear: to welcome new members, foster volunteer engagement, and recruit dedicated individuals for Cuidiú’s board and council. Through a thoughtfully curated content calendar, compelling social media posts, and an evocative Instagram video, our aim is to enhance Cuidiú's online presence and nurture a supportive community.

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Rationale for Platform Choices:

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• Website:

Platform: Wix.com

Rationale: Cuidiú's website was created with a specific ideology in mind. The website's design was based on the following bullet points: The original website had a complex menu structure, making it difficult for visitors to navigate. To simplify the user experience, we consolidated all of Cuidiú's history and mission information into one-click menu items on the homepage. Infographics were also added to summarize the information in a quick and easy-to-understand format. Research shows that people form an impression of a website within 10 milliseconds of landing on it. To ensure that visitors see the most important information first, we placed the donate, volunteer, and join buttons at the top of the page. To demonstrate that Cuidiú is an active charity, we placed social media posts immediately after the introduction on the homepage. The resources section was designed to help visitors engage with Cuidiú and determine if it is the right fit for them. Some resources are free, while others are available only to members. This encourages visitors to join the community. The volunteer, donate, and services pages were designed to give visitors a clear idea of where their work and money are going. This helps to build trust and ensures that donations are being used as intended. A sign-in/login feature was added to provide visitors with digital access to Cuidiú's resources and services. This reduces the need for paper trails and makes it easier for members to access information. Finally, the website was designed to be mobile-friendly, as most people access websites through their mobile devices. The interactive design ensures that visitors have a positive experience, regardless of the device they are using.​

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• Infographics:

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Platforms: Website, Facebook and Instagram

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Rationale: Take a visual journey through Cuidiú's history and services with our infographics on Facebook and Instagram. The first infographic traces Cuidiú's evolution from its inception in 1879 as the Irish Childbirth Trust to its status as a charitable organisation in 2009. The second infographic delves into the essence of parenthood, covering antenatal and breastfeeding support, parent education, and services provided throughout the stages of parenting. These visually compelling infographics serve as windows into the soul of Cuidiú, capturing attention and encouraging sharing.

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• Social Media Content and Calendar:

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Rationale: The Cuidiú Social Media Calendar for 2023 and 2024 is a comprehensive and strategic plan aimed at building brand awareness, engaging the audience, and promoting various seminars and events. The calendar encompasses a diverse range of content, including informative posts on pregnancy-related knowledge, breastfeeding tips, seminar activities, and celebrations of special days such as Universal Children's Day, Thanksgiving, Christmas, New Year's Day, National Hot Chocolate Day, Valentine's Day, International Women's Day, St. Patrick's Day, and more. The content is carefully crafted to establish a strong connection with potential customers, stimulate interaction, and encourage audience engagement. Additionally, the calendar incorporates promotions, contests, and giveaways to drive conversion and maintain a consistent and engaging presence on social media platforms. Overall, the Cuidiú Social Media Calendar serves as a powerful tool for effectively promoting the brand's mission and offerings in a creative, informative, and engaging manner throughout the year.

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Platforms: Facebook, Instagram, and LinkedIn

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A. Facebook & Instagram: The lifeblood of our campaign flows through these channels. The content calendar aligns seamlessly with the themes of pregnancy, breastfeeding, and family festivities, creating a narrative that resonates with our target audience's lives. By strategically weaving diverse content types, including announcements, tips, and celebratory posts, we aim to maintain a consistent and dynamic presence, keeping our audience engaged and informed.

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B. LinkedIn: Tailored content for professionals and potential board/council members. LinkedIn is not just a platform; it's a stage where Cuidiú shines as an organisation valuing contributions from diverse backgrounds. By sharing industry insights, success stories, and opportunities for involvement, we aim to captivate the attention and interest of potential board and council members, showcasing the richness of Cuidiú's tapestry.

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• Video:

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Platform: Instagram

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Rationale: Enter the cinematic realm of Cuidiú through our Instagram video, a visual poem falling between 15-45 seconds. This enchanting piece will showcase heartwarming moments, testimonials, and real experiences within our community. Instagram's visually-driven platform becomes a canvas for emotional connections, beckoning potential new members and volunteers. The short video format is a portal, offering a glimpse into the supportive atmosphere that awaits new parents. Our aim? To stir emotions, foster a sense of belonging, and encourage our audience to take the next step in their journey with Cuidiú.

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Contribution to Message Goal:

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• Website:

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Pitch: The Wix-based website acts as an inviting gateway, providing an in-depth look into Cuidiú’s values and the warmth of our community.

Rationale: By optimising the website for user experience and ease of navigation, we aim to convert visitors into engaged members and volunteers. The website serves as a virtual welcome mat, inviting individuals to explore the rich content, learn about our mission, and ultimately decide to become part of our caring community. Here, every click is a step into a world of support, education, and shared parenthood experiences.

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• Infographics:

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Pitch: Infographics are not just graphics; they are windows into the soul of Cuidiú. Rationale: Through strategic placement on Facebook and Instagram, these infographics will amplify Cuidiú’s reach, encouraging new parents to explore our offerings. The vibrant and shareable nature of infographics ensures that our message spreads organically, reaching a wider audience and fostering a sense of curiosity about the unique benefits of being part of the Cuidiú community. Each infographic is a brushstroke, painting the story of Cuidiú’s journey from 1879 to the present day, a testament to our enduring commitment to education and support for parenthood.

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• Social Media Content and Calendar:

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Pitch: Engaging content fosters a sense of community, education, and celebration. Rationale: The content calendar aligns with key topics relevant to new parents, building awareness and trust. Themed posts during holidays create a festive atmosphere, enhancing our positive community image. By regularly sharing valuable content, we aim to position Cuidiú as a go-to resource for new parents seeking support, advice, and connection. Each post serves as a building block, contributing to the overarching goal of creating a vibrant and engaged community. Here, every post is a heartbeat, resonating with the rhythm of parenthood.

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• Video:

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Pitch: The Instagram video is a visual poem, a cinematic journey into the heart of Cuidiú.

Rationale: Instagram's visually-centric platform allows us to evoke emotions, creating a powerful connection. This video aims to increase engagement and attract potential board and council members who resonate with our mission. Through heartfelt storytelling and relatable experiences, the video not only showcases the warmth of Cuidiú but also invites individuals to actively participate in our community, whether as members, volunteers, or potential contributors to our leadership team. Here, every frame is a narrative, a glimpse into the authentic and supportive world of Cuidiú.

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In summary, "Cuidiú Caring Communities" is not just a campaign; it's an invitation to step into a world where care and support intertwine seamlessly. Through Wix, Facebook, Instagram, and LinkedIn, we showcase our community, inviting new parents to join, engage, and contribute to the nurturing environment that defines Cuidiú. Through an expanded rationale, we emphasise the significance of each chosen platform in achieving our campaign's overarching goals. Here, every element is a brushstroke on the canvas of parenthood, creating a masterpiece called Cuidiú.