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To combat the social forces that prevent families from forming by reaching 1 million
millennials with messaging within one year of the campaign.
To stimulate discussion and action in terms of life planning and marriage among students
at 500 high schools and 10 major universities in the United States within 18 months.
To empower millennials with the tools and confidence they need in order to be open to
marriage earlier than previously planned within 18 months.
The Big Idea: Our research shows that those who will, are, or have gone to college share certain
characteristics. For the most part they are driven and hope to further their education, they seek
job security and value stability. Included in these ideals is a desire to settle down and get
married someday. With a goal to educate and empower 18-29 year old men, this campaign
rallies around the big idea Someday is Today. We want our publics to understand that now is
the best time to do what is necessary to attain their ultimate goals: education, employment and
marriage.
Intervening Publics and Messaging:
Third Party Businesses- We want the support of other organizations that share our beliefs
regarding marriage and family. We will contact them via email pitches and face-to-face
Studies show that those who are married are more successful financially
than those who are single.
Your business can help promote the American dream that a stable family
life is preferred and possible.
o You can have a lasting impact on Americans perception of marriage and family.
Your brand will receive recognition and promotion as you help sponsor
this campaign.
Undergraduate women- This intervening public will be crucial in reaching our key
publics. Women are able to positively influence men and apply pressure to do what is
rightlife planning, marriage and a career. Because of the nature of the campaign, it will
naturally appeal more to traditional male roles in our society, yet will still make an impact
on undergraduate women.
o The majority of young people want to build a stable home with a spouse and
children.
Men and women are more successful financially when they are married in
their 20s.
Divorce rates are decreasing in the United States annually; its possible to
have a happy marriage.
Influential married figures- With societys emphasis on role models and emulating those
we look up to, influential married figures from a variety of fields will have a powerful
influence on our publics. Partnering with those who also believe in the importance of
marriage will be key.
o Many Americans look to the family guy when seeking an influential figure in
society.
You can be a social force for good as you promote home and family.
o President Obama
o Tom Hanks
o Marissa Mayer
o Angelina Jolie
o National Organization for Marriage
o National Marriage Project
o StrongerMarriage.org
*It is to be noted that we will not target high-school graduates who are not enrolled in college.
We want this campaign to influence and impact single males in a meaningful way that will
change their behavior. For this purpose, we have narrowed our focus and will focus on some of
the most effective communication channels to reach this age group including university
communications. Research shows that 65.9 percent of male high school graduates enroll in
college (Bureau of Labor Statistics). This is more than half of the suggested target audience, and
is an audience we can realistically segment and reach. Research shows that race and socioeconomic background play a large role in young males opting out of a college path. In order to
significantly influence these males, we would need to segment these publics and determine why
they are not attending college, then appeal to their self-interests. Additionally, the number of
males who choose to attend college has increased by 5.7 million (National Center for Education
Statistics) since 2000. If this trend continues, more males will attend college each year and our
campaign will continue to perpetuate. According to the Bureau of Labor Statistics, at 27 years of
age, 28 percent of high school dropouts were cohabiting and 27 percent were married. In
comparison, 15 percent of college graduates were cohabiting and 37 percent were married. This
statistic is proof that millennials enrolled in college are more likely to marry. LDS Public Affairs
wants to target those who could be persuaded to aspire for marriage rather than those unlikely to
marry. For these reasons, we feel the key publics we have selected will be help us reach our
campaign goal.
Publics, Messaging, Strategies and Tactics
Junior and Senior High School Students
Self-Interest: want to be accepted, loved, cared for, want to feel belonging and successful,
friends, families, pleasing others
Objectives: 1, 2, 3
Influentials: parents, teachers, students, peers, group leaders, school government officers,
celebrities, older grades.
Messaging:
College, careers, marriage and family life seem way off in the distant future, but they will
be here before you know it. Make someday, today. Start planning now and live your life
in a way that when these milestones come up in the next five to ten years, you are ready.
o
When you get married in your 20s, you are more likely to have a happy and
healthy marriage. This could be something you consider committing to in five
years.
Married people live longer, make more money and have more stable emotional
health. (Statistics through testimonials, interviews, etc.)
Make a 10-year plan (flexible) to make future decisions easier and goals
attainable. Start making the life plan you have assumed you will create someday,
today. (Use inspiration through successful families and influentials in the area).
Set habits now that will benefit your future life decisions.
Help junior and senior high school students think ahead and consider what lies ahead for
them in the next ten years of their lives through high schools.
o
Distribute surveys to 500 high schools across the United States for juniors and
seniors that ask about their current views on life after high school.
Have students meet with school counselors to discuss the most important steps for
their future plans and help to make the aspirations they have for someday, begin
today.
Help junior and senior high school students find role models to look up to about marriage
through social media
o
Find celebrity social media platforms to promote at high school assemblies and
encourage students to follow and share posts on Facebook, Twitter, Instagram.
Use Facebook, Twitter, and Instagram to share profiles of influential role models
who are successful and who also value marriage and family.
Create the blog somedayistoday.com as a platform for celebrities and role models
to share content and one minute videos.
Present to students the dangers of pornography and its affect on marriage through
forums. Help them identify resources they can use to stop viewing pornography
We will have a document online that can be downloaded. It will be a life planning
worksheet for high school students to fill out that they will then take to their
school counselors to help in their five and ten-year plan.
Undergraduate Students
Psychographics: It is generally this age group that gets involved in a cause that they are
passionate about and fight for. Undergraduate students want to be involved with their
peers and look to them for acceptance and validation. They are trying to prepare for their
futures and are making important decisions.
Objectives: 1, 2, 3
Messaging:
Preparing yourself today for your future marriage will help you to reach the stability
that you are working towards someday. But, when does that time come? Someday is
Today.
o
Statistically speaking, more than 80% of people will marry by the age of 40.
More than 90% of married people are glad they got married.
Establishing good habits (health, savings, dating) today will improve your future
marriage.
Live forums at select universities across the country. We will identify influential,
family-centered leaders from a variety of fields who can speak at universities. The
topic would be their paths to success. These individuals will share our goal of
empowering millennials to make Someday, Today. The topics, while focusing on
paths to success, will highlight the effects of life-planning, marriage and family,
and how these factors contributed to their success.
We will use social media (Facebook, Twitter, LinkedIn) to publicize these events.
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Have short, visual pamphlets with quick facts about marriage, preparation and the
negative effects of pornography use.
Advertise the role-model forums in offices and ask professors to promote it.
Graduate Students
Objectives: 1, 2, 3
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Statistically speaking, more than 80% of people will marry by the age of 40.
More than 90% of married people are glad they did it.
Now is the time to actively pursue marriage to get the life you have planned for
good job, money, family, kids
Stories of people in this age category who have set goals to get married and
achieved them, and how that has impacted their lives.
Encourage graduate students to consider their own future marriages and prepare
accordingly through presentations from influentials.
o
Live forums at select universities across the countries. We will identify influential,
family-centered leaders from a variety of fields who can speak at universities
(potential speakers include Mitt Romney and Louis C.K.) The topic would be
their paths to success. These individuals will share our goal of empowering
millennials to get married. The topics, while focusing on paths to success, will
highlight the effects of life-planning, marriage and family, and how these factors
contributed to their success.
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Publicize events and online links through social media (Facebook, Twitter,
LinkedIn).
Show graduate students how marriage fits into their life plan, and that someday is here.
Also show that they have the capacity and skills to plan ahead for marriage using social
media.
o
Post video clips from the influential presentations on Facebook, Twitter and
Instagram with the hashtag #somedayistoday.
Post tips from the marriage pros on how to have a happy, successful marriage on
Facebook, Twitter and Instagram with the hashtag #somedayistoday.
Link to posts by National Marriage Project and other third parties who are
concerned with marriage on Facebook and Twitter with the hashtag
#somedayistoday.
Link to articles about marriage trends and tips on Facebook and Twitter with the
hashtag #somedayistoday.
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Communication Confirmation Table
Key Publics
Objective
s
Strategies
Tactics
1, 2, 3
1. distribute surveys
-high school assemblies
-school counselor meetings
2. celebrity social media
platforms
-#planahead #getahead
competition
-blog planahead.com
Undergraduate Students
1, 2, 3
1. Encourage undergraduate
students to consider their own
marriages and prepare accordingly
through role model presentations
2. Educate undergraduate students
of proper marriage preparations and
expectations through university
organizations.
Graduate Students
1 and 3
Objective 1
o Criteria: Reach 1 million millennials with messaging within one year of the
campaign.
o Tool: Track the number of shares of each social media post that is pushed out by
LDS Public Affairs related to this campaign.
Objective 2
Objective 3
o Criteria: To empower millennials with the tools and confidence to be open to
marriage occurring earlier than previously planned within 18 months.
o Tool: Launch a benchmark survey on attitudes on marriage and family to students
at 10 major universities where campaign forums are held. Distribute the survey at
some point before the forums and social media campaign are held and again
within a month following the activities at each university. The survey will be
distributed through a variety of means including Facebook, Twitter and university
email.
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