Phase Two Proposal
After a successful implementation of the Real People Initiative we would like to propose a phase two. Based on the efforts of the phase one pilot we suggest building on the learnings by placing more effort into the building out a full campaign that centers around telling the stories of the members. The storytelling mechanism will act as evidence that the area plan is having an impact in the lives of the members in the South Pacific.
Phase 1 Results
The pilot campaign had some solid results and some great feedback. With well over 80,000 views and thousands of reactions, the pilots videos not only generated interest from local membership, but encouraged them to start telling their own story. This desire to share organically pointed us in the direction of a strategic shift towards user generated content (UGC) that features heavily in phase two.
More details in the full report at the bottom of the page.
Our primary purpose is to capture and share the efforts/stories of the members in the Pacific Area as they apply the principles outlined in the area plan. We want to use these examples as a way to reach local members with a voice, tone, and message that captures their cultures and tells a story to which they can relate.
Our secondary purpose, or objective, is to map efforts of the second phase to the 2017 Pacific Area Communications Plan. We want to continue to drive traffic to both Facebook and YouTube, but we want to generate rich conversation and meaningful engagement; meaning give people a reason to act.
Three-level Video Strategy
Level One - User Generated Content Stories
These videos are captured by church employees/SRS country managers and will be created using three to five questions determined by SRS. These videos will be shared within the private group of managers who will determine which stories are strong and have captured the desired messages.
Level Two - User Generated Content Training
Level two videos will use the short segments from the level one videos to highlight key points or ideas that can then be used in training situations. These videos will be posted to private groups on Facebook and used to help share the message of Self-Reliance. Level two videos will eventually be created by the managers themselves. The reason for this strategic direction is the work already being done by the SRS team to create these videos -- they just need a little help and direction to get things moving.
Level Three - Professionally Produced
Based on the UGC videos captured by the SRS managers, we will work with them to identify a video each month that can be professionally produced to ultimately be published on the Pacific Area Facebook page and YouTube channel.
We will also utilize our virtual director capabilities to cut costs and capture the story using local resources. If there are no local video resources we can work with PSD to determine travel costs.
Continue the Effort with Self-Reliance
To maintain the positive progress made with SRS, we propose we create one level three video per month for the remainder of the year for a total of four videos.
To support the UGC effort and ensure there are examples of how these videos will work, we recommend that Carpool works with the Self-Reliance team to produce five level two UGC videos.
In addition to the video effort, Carpool will continue to provide free consulting services. For this phase we will focus on deepening the connection between the managers and the stakes. These strategic services will extend to establishing a strategy and plan for a video repository (Facebook Private Group) and playlists related to SR principles.
Establish a ‘Hasten the Work’ Pilot
Based on the work done with the Self-Reliance priority, we would like to introduce the idea of giving some attention to Hastening the Work priority. defining and build a community that capture the efforts of the members to Hasten the Work of Salvation. How can we work with work with the Area, Mission, and Stake representatives to determine the best way to do this? This phase will focus on discovery and well as the production of two level three stories. We will use these stories to generate feedback and data on how messaging resonates with the audience, including strategic thinking around UGC in the area of Hastening the Work.
Timeline and Cost
September - $20,000
- 1 SR Level three video
- 5 SR level two videos
- Resources community repository *
- Communications strategy with local units *
October - $20,000
- 2 SR Level three video
- 5 level two videos
- Community support *
November - $15,000
- 2 SR Level three video
- SR community support *
December - $8,000
- One SR Level 3 video
- SR community support *
* No charge for services
Note: no travel expenses are included in the costs outlined above.
Phase two of the Real People Initiative will be an extension that builds on the successes we have already had. Our purpose will center around the area plan as well executing the Pacific Area Communications Plan. Continuing the effort with Self-Reliance and then branching into Hastening the Work gives us purpose and direction in our strategic efforts.
Please review the information above and let us know if you have any questions.
Thanks for the opportunity to work with you on this super interesting and engaging project.
Real People Initiative: Phase 1 Progress Report
Mapping to the 2017 Pacific Area Communications Plan
Executing the commitments made in the 2017 Communications Plan
Video is the medium we use to evidence the amazing influence the Gospel has on the lives of the members in the South Pacific.
The initiative is designed to establish and manage a spectrum of communication.
Create layers of engagement community of influencers through to the general membership and South Pacific community.
- True stories about individuals and families increasing their faith, captured and told in a modern and engaging way.
In this pilot we have effectively targeted and impacted each of the goals outline in the Pacific Area communications plan on one or more level. Below is a report on how this has been accomplished.
Help Bridge the Gap
Bridging the gap has been our focus for this campaign. We have created videos that provide local members with a relatable vision of what it looks like to have increased faith. We have also supported leadership in their efforts to implement the Area Plan.
Shoot a pilot episode(s) - we created a fully created three video (two at no charge) Annie, Latu, and Pare. These videos included video set up, organization, content development, script, B-role, music and effects, editing, and travel (travel was not included in the cost)
Three training videos have been produced and utilized in three different mediums.
- FB Live introduction video
- How to shoot a UGC video
- Team training video
A trailer video has also been created to help educate stake and ward leaders on the power of telling and sharing stories. We are also finishing up a UGC example by a member in Australia. A total of seven videos where produced.
The Facebook groups where these videos are being shared has encouraged a wave of other videos with members sharing their own SR stories. The user generated content (UGC) videos range from stories from students to testimonials from facilitators and examples of leadership from Bishops.
- Invest more in user generated content (UGC) as it has a powerful effect on local members
- Find, capture and share more stories from the Islands
- Use the video successes and learnings in the SR pilot as an example for other priorities in the Area Plan
- Help local leaders share stories at the stake and ward levels as examples of how self-reliance can impact the lives of the members and use the stories as a way to introduce the Self-Reliance initiative
Community of Influencers
We set up a community, or private Facebook group that has enabled SRS managers to share content with the stake and ward SR and Priesthood leaders, but also upload videos they have captured. In the past month 14 user generated videos have been uploaded and shared in this community. These videos have been the source of teaching online and also at the ward and stake level.
The last 10 posts with approx. 50% viewing the posts
Interaction on nearly every post
- Invite specialists from other stakes to participate - focus the attention on senior leaders at the stake level
- Use group as a resource library and
- Establish an open communication channel for stake leaders to ask questions and have an interactive experience with managers
- Have managers solicit direct feedback from stake leaders
We also help set up a private group dedicated to the conversations and learnings of the SRSM team. They are using this group to share stories that may not yet be ready for a larger audience. The group is also been used as a way for the team to evolve the way they are communicating with each other. it’s is helping build a social communications muscle in a safe and supportive environment.
In the past month over one hundred posts have been shared with hundreds of comments. This new medium of conversation has also introduced different types of more expressive and engaging discussion that they are then using in the other SRS groups.
Rich conversation, with most team members participating
- Focus on opening up conversation so other (who are quieter) can learn
- Share internally so the message going to the stakes and wards is stronger and more focused
- Use the group as a way to make sure everyone is on the same page
Why is all of this a good thing? We think it was.
Directly seeing the impact of the Area Plan
- The videos and Facebook groups are elevating the discussions around Self-Reliance efforts
- See how “real people,” who live “normal lives,” are seeing the benefits of becoming more self-reliant - an example of the believers
- Better introduction to the principles and resources supporting the Self-Reliance initiative
Actively participating in the work at the local level
- Support local priesthood in real time
- Save money on travel
- Do more in less time
- Reach more people with relevant content
- Get real time feedback from the stakes and wards
- Evolve the channels of communications
Producing video content that can be used as training resources
- Local members are relating to the people in the videos on a cultural level
- Local members are encouraged by one of their own
- Added variety to training materials
- Implementation examples and ideas from subject matter experts (including answers to questions)