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Social media campaign building
February 19, 2021 @ 6:00 pm - 7:00 pm
COVID-19 has changed the way we interact with each other in our daily lives and changed how businesses and nonprofits communicate with their audiences. While it’s important to stay active on digital platforms — it’s also crucial to be mindful of your social media advertising strategy and the content you share on the Internet.
As communication leaders, we play a critical role in helping our communities navigate this time — from staying connected, to communicating during crises, to serving those in need.
With this in mind, we invited leaders to share some dos and don’ts when creating inclusive and thoughtful social media advertising in this case study session. We have asked Restart Partners to share how they used targeted messaging on Facebook to promote COVID-safety through mask-wearing, from planning, creating content, executing, and moderating.
Join us on Zoom, February 19th, Friday 6-7 pm PST to hear about how we can plan, create, and launch an inclusive behavioral change campaign across social media platforms.
About the speaker — Ha Na Park
Ha Na Park is a Partner at Presence, a digital creative marketing agency. She’s an award-winning marketing expert with a proven track record leading multicultural marketing campaigns for Fortune 100 clients, nonprofit organizations and government agencies. She has been a champion for multicultural marketing and Diversity, Equity and Inclusion practices in the communication field for the last decade.
You’ll find Ha Na experimenting with all the emerging social communication platforms. You’ll see her posing for Instagram, live streaming on Facebook, lip syncing on Tik Tok and interviewing punk rock bands for her YouTube channel. All to collect insights that’ll inform her clients on how to trend with their digital and social campaign.
Everything she does, she approaches with an equity and multicultural lens which comes from her personal upbringing. Ha Na was born in Seoul, raised in Honduras and educated in Iowa and Madrid. She is proud to have circumvented the globe in 365 days learning about diverse cultures, norms and how people communicate in other parts of the world.
About the moderator — Kanhaiya Maheshwary
Kanhaiya Maheshwary is a digital marketing strategist with over 7 years of experience across agencies in various marketing roles. He did his undergrad in Advertising around the same time when Facebook made its inroads in India. Fascinated by how marketing and social media could work together, he took up a social media project for a regional Indian movie in 2009. That first experience turned out to be an inflection point, and he started looking at social and digital media for a career.
Over the years, he’s worked with media agencies like Viacom, UTV Disney, Publicis Groupe as a digital marketer, and is currently working with a niche tech agency at Capitol Hill, Seattle where he helps companies to optimize their digital customer experience and create online marketing strategies.
About the Restart partners
Alyssa is a first-generation graduate student in the UW’s Communication Leadership program. Before attending graduate school, she worked in digital marketing and outreach for community-based organizations in the arts and culture sector. She is now the Campaign Coordinator for the Southeast Asian American Education Coalition, where she is leading a small team to raise awareness of the challenges facing Southeast Asian American students in higher education. Additionally, she works as Restart Partner’s Facebook Ad Manager, implementing mask campaigns in twenty-two states across the US.
Marisol Morales is the Outreach Manager at EarthCorps. She previously worked as a Communications and Development Coordinator at Latino Community Fund. She has over ten years of experience in the nonprofit sector and excited to apply her skills learned in the Digital Technology and Cultures Degree program at Seattle University to her work in the community. She is currently a part-time graduate student pursuing a Master of Communication in Digital Media degree at the University of Washington. In her spare time, she serves as a board member for EchoX, a cross-community and cross-generational initiative, leveraging the power and ubiquity of the internet and social media to amplify our region’s ethnic communities’ voices.
Sasha Buz is a current Comm Lead MCDM ’20 student who works for T-Mobile as a Regional Environmental, Health, and Safety Program Manager. She is responsible for ensuring the health and safety of employees in Northwest states (WA, OR, ID, and AK). Locally, she uses her communication leadership skills to lead a team of over 300 Building Emergency Response Team (BERT) volunteers to respond to emergencies at T-Mobile HQ.
In addition to working and going to school full-time, Sasha took on a position with Restart Us as a Creative Coordinator. She has developed creatives for some successful campaigns. The first was campaign was to encourage mask-wearing behaviors in order to combat COVID-19. The second campaign was to support local businesses through the pandemic. Soon, she will be working on new campaigns.
Outside of work and school, Sasha and her husband started a YouTube channel in June 2020 to document their in vitro fertilization (IVF) journey to inform, educate, and support others who may also be facing infertility.
Ai-heng (Ashley) is a graduate student in the Communication Leadership Program. She was the social media manager of the Restart mask campaign, mainly in charge of moderating the comments and drawing qualitative insights that directed future messaging and content. She has experience building digital marketing content for CoMotion at University of Washington and CakeResume, a resume-builder and job platform company based in Taiwan. She has a love for creating content that speaks to customer needs as well as meeting business objectives, ranging from text and images to apps and websites. She is also passionate about gender equity and inclusive designs.
Any questions? Please contact Evelyne Kuo at [email protected]
