The Living Room
MY CAPSTONE PROJECT
Client Overview
While actively searching for potential outreach candidates on Instagram, our team discovered an intriguing organization named 'Reset.' Reset is a non-profit social enterprise renowned for its annual digital detox summer camp. Its mission is to merge cultures and prioritize play to enhance community well-being—an ethos they call the 'play first mindset.' What particularly captured our attention was their unique community retreat centre, which a BlogTO article described as “a play centre for adults.” However, it became evident that their social media presence had become somewhat dormant, with their most recent online post celebrating their summer camp. This prompted us to delve deeper and question: What are their plans for the future? Taking the initiative, we reached out to Reset via email, and the response we received described our timing as "quite serendipitous." Subsequently, we scheduled a meeting to explain our project's details further and understand their challenges, aiming to determine the alignment between our objectives and their needs.
Preliminary Pitch
Our main goal is to plan and host a Scavenger Hunt event focused on Reset's Living Room and the Little Jamaica community. To make the Scavenger Hunt more effective, we have developed a three-phase campaign that combines in-person and online activities. Phase One involves exploring the area and documenting findings, Phase Two is the actual Scavenger Hunt event, and Phase Three is a social media campaign.
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Why?
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The challenge lies in promoting awareness about the crucial center amidst the evolving community landscape, which is currently experiencing gentrification. It's crucial to develop a campaign highlighting Reset's Living Room and emphasizing the importance of the surrounding community. Additionally, Reset lacks visibility in the digital realm. During a discussion with the owner, there was a clear request for Reset's social media presence to focus on storytelling. Despite its commitment to the 'Play First' approach, the organization is virtually undetectable on Google and various social media platforms. While staying true to the brand's mission, digital awareness is essential. It's of utmost importance for Reset to establish a strong and impactful digital presence by promptly formalizing an online messaging strategy centered on storytelling.
Final
Pitch
After several meetings with my team and Reset, we developed this campaign pitch based on the organization's needs. We had to pivot as we learned new details about the organization's direction, such as launching a new membership campaign to keep them open.
Final Campaign Report