How to Amplify a Religious Event using Digital & Social Media?

Amplifying a
Religious event
using Digital &
Social Media
All rights reserved by Sarvashreshtha Solutions

Agenda
• Objective
• Proposed Strategy
• Using the Digital Medium
• Social Media Amplification

Objective
Create awareness & attract
a new non-existing follower base
and the intelligentsia

Proposed
Digital Strategy

Strategy
Customer
Stage
Description
Medium
KPI
Reach
Exploration
Publish & Promote
Content, allow
sharing, pull
prospects to landing
page
Search Engines,
Social Media,
Publishers, Blog
Unique Visitors, Fans,
Followers, Value per
visit
Act
Decision
Making
Influence customers
through relevant
content and
generate leads
Website, Blog,
Community,
Interactive tools
Leads, time on site,
Shares, Comments,
Likes
Convert
Purchase
Capitalize on
marketing content,
remarket contextual
relevance across
social media to
convert leads
Product, Place, Price,
Promotion
Sales, Revenue :
Profit, Average Order
Value
Engage
Advocacy
Delighted customers
turn brand
ambassadors & social
media marketing will
help accelerate
business
Website, Social
Media, Referral mails,
Recommendations
Testimonials,
Referrals & Repeat
Purchase
(in some cases)
RACE Strategy

POSE media that will be used
POSE : Paid, Owned, Shared & Earned media

Reaching the Target Group
Existing customer
base
•Existing social
media footprint
of the religious
group
Influencers
•Key social
influencers who
have experienced
and benefitted
from the religious
group
Affiliates
•Corporate
partners who
endorse learnings
of the guru
•CXO databases for
leads
Associations
•Corporate HR
groups such as
NHRDN, MTHR
global…
•BMA, SME
Associations, CXO
forums

Analyse current social media presence

Map the social media footprint
Pages & Groups Official handles &
Fan clubs
Handles
Personal profile
Page & Groups Official Channels
& Fan clubs
Page

Establish official platforms.
Use fan pages for cross posting

To ensure that there is a unified message
across all online platforms?

Single Identity platform
• Creation of a microsite
• All content to rest on the microsite
• Social Media will be used as tools to drive
traffic to the microsite

Multi-pronged Content Strategy
Set-up a brand
tonality for the
audience to
connect with
the program
instantly
Create
awareness
about the
program
Drive
registrations
Highlight
benefits of
attending the
program

How to create awareness?
Creation of platform-specific posts that will rest on
the social media platforms
• Introduce the concept
• Talk about the potential benefits of the program
• Introduce the event
• Video on the benefits of the program
• Video where Guru speaks about the event and the benefits
• Testimonial video from past attendees
• Release unseen footage of the previous programs
• Count down & save the date posts

How to drive registrations?
Primary Tool :
Creation of
Microsite
(landing page)
Advertise through
social media
platforms and drive
traffic to the landing
page
Use Facebook
Advertising and
Google Display
Network to amplify
reach
Parent websites will
have a remarketing
code that can be
used for
amplification

Content
Researched
Posts
VideosTestimonials

# tags
• Propose Hashtag options for the event
• Consider Already popular hashtags

Campaign: Phase Wise Breakup

Phase 1 :
Awareness & Interest Building

Teaser Campaign:
A campaign around # will be created
We chronicle guru’s journey, speak about lesser
known facts about him, his teachings, schedules
These posts will be visually attractive with a
simple layout and share-ability quotient
Towards the end of this campaign, the content
will be subtly driven towards the said program
There will be a Call To Action on each post that
will drive traffic to the microsite

Phase 2 :
Introduction of the concept & event

Big Idea 1: #
The whole concept will revolve around the program theme
that will conducted by the religious Guru
Introduce the programme and potential benefits
Image and video posts will be used to drive the concept
Testimonial videos of previous attendees, video by the
religious Guru on the program
Video on the program concept
There will be a Call To Action on each post that will drive traffic to the microsite

Big Idea 2 : Stories Of Transformation
Basically
highlight the
impact
created by
attending the
program
Top
influencers
speak about
how the
program has
transformed
their lives
Series of 10
docu-videos, 3
min each
(+1 min edited
video
Instagram)
• There will be a Call To Action on each post that will drive traffic to the microsite.
• If budgets don’t permit, we can do testimonial posts

Big Idea :3 Managing the VUCA world
#We are all living
in a VUCA world
(Volatile,
Uncertain,
Complex,
Ambiguous)
Our thoughts,
behaviors and actions
need to be aligned,
so that we operate
successfully in our
personal and
business spheres
In a VUCA world
maintaining calm and
taking the right
decisions is critical for
business operations
A series of posts that
appeal to the
intelligentsia and tie
the program benefits
to managing a VUCA
world through the
program
There will be a Call To
Action on each social
media post that will drive
traffic to the microsite.

Engagement Activity: Cult Story
(contest/engagement)
User Generated
content to drive
engagement.
Narrate your story of
transformation
through the program
and get a chance for
your testimonial to be
featured on our social
media and website
Two of the best
entries can win a
complimentary invite
to the event

Engagement Activity: Align Your Life
Tell us how the
upcoming program will
help you align your life
and get a chance to win
a special invite
Two of the best entries
will be featured on the
social media platforms
& website

Phase 3: Trending campaign:
1 hour before the event
Option 1
Trending Campaign :
Meditating With Guru
CTA – 1 hour of virtual
meditation with the
Guru from wherever
you are. Sign the
pledge
CTA : Call To Action

Phase 3: Trending campaign:
1 hour before the event
Option 2
Trending Campaign:
Meditating With
Guru
CTA : Check-In to the
venue and lay down
your expectations
CTA : Call To Action

Phase 4: Post-Event Amplification
Release an
after movie
of the event
with
testimonials
Release a
post-event
album
Do a series
of 10 posts
that address
one outcome
per post
Put up
articles on
the event on
all platforms

Content Pegs
What Is In
It For Me?
CONCEPT
Impact
Index
Meditation
benefits
VUCA
posts

Stories of Transformation
Testimonial
posts &
Docu-videos
Inspirational
and thematic
quotes by
Guru
Click to
microsite
posts
Countdown
Posts
Event Post
Recap from
previous
event

Other Strategic Ideas:
Using of relevant hash
tags (keywords) to reach
out to more audience
Live Twitter & YouTube
broadcasts with
influencers
Official blogger tie-up
related to the content on
the program and cult
Retweets/Reposts/Shares
by influencers
Group postings on
relevant groups
Cult and allied websites to
have banners that will
lead to microsite’s landing
page
Blog posts on the
program benefits to rest
on Cult and allied blogs,
amplified on digital
platforms
Infographics to be part of
the posts, website. These
will be intelligently
indexed by search
engines

Activity Week
Phase One: Teaser One
Phase Two: Reveal & Engagement Two
Phase Two: Reveal, Awareness, Driving registrations 2-7
Phase Two: Engagement, Driving registrations 2-7
Phase Two: Driving Registrations, Seeding information, Engagement 2-7
Phase Two: Seeding information on #Meditate with the Guru, Driving Registrations 6,7
Phase Three: Trending during the event 7
Phase four: Post event album/video update 8/9
Calendar

Role of Sarvashreshtha Solutions
• Designing, developing microsite
• Social Media Platform Management
• Creating Content pegs (posts, videos, albums)
• Amplification of Digital Content
• Creating awareness of the programme
• Target new audiences
• Driving registrations
• Website management for the event related

What we will need?
• Detailed concept note
• Brand guidelines & colour pallet
• Brainstorming to arrive at tonality
• Image bank
• Open files of all logos to be used
• Relevant Quotes by the Guru
• Videos (Guru + testimonials)
• Access to social media handles, website control panel, web host
• Availability of the Guru for Interviews/video
• Access to key influencers for testimonials

Proposed Costings

Activity Project Cost (INR)
(8 weeks)
Planning, strategizing and executing the PR activities in Mumbai
Designing & Developing Microsite
Social Media Management (pre+post)
Creative fees for ATL collateral (logo, key creative templates, Emailer template, Hoarding designs, Advertisements,
Artwork adaptation)
Digital Media spends to drive registrations
Trending campaign
Videos: Docu videos/ Guru on the concept
Infographic
Proposed Costings

Proposed Costings
Activity Project Cost (INR) (8 weeks)
Website banners
Website maintenance for this event
Account Supervision (project cost)
Content (ATL)
Liasioning with Corporate Bodies like AIMA, MTHRGlobal, NHRDN etc.
Group postings (Facebook, Google+ & LinkedIn)
Blogger Outreach (Blog post, Tweet, FB post, participate in
conversation)
Blog post (750 words)

Thank you
Amarkant Jain
amarkant.jain@gmail.com

How to Amplify a Religious Event using Digital & Social Media?

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