The document outlines a plan to recruit 200 youth volunteers by the end of March through a social media campaign. It discusses objectives, channels, activities, outcomes, requirements, cost estimates, and risks. The plan proposes using social media (paid and unpaid), current/former volunteers, schools/universities, communities, local media, and government to promote youth volunteering. Key activities include social media posts/ads, workshops, and advocacy events. Measurable outcomes include numbers of new registered users and volunteers. Cost estimates are provided for low, medium, and high budget scenarios. Identified risks relate to partnerships, production issues, and reputation attacks. Next steps focus on long-term university/government engagement and volunteer retention.

2. WHAT
OBJECTIVE
200 ICS youth volunteers by
the end of March (5 weeks)

3. WHY
S
O
T
W
• Strong ICS Social Media community.
• Local online relevance (alexa.org) and good
bouncing rate (43%).
• Youth volunteering requires more audiovisual
content (more expensive).
• Volunteer support does not seem to have a
continuity programme.
• Partnerships and Government support increases Social Proof.
• Social recognition and influencing others drive younger audiences to
support a cause / become a volunteer.
• Cause conversation occurs primarily on Social Media.
• Increasing violence in other Africa regions affects recruitment .
• Government support may not be scalable.

4. CHANNELS
WHEREINTERNAL
• 18-25-oriented Social
Media networks (Snapchat,
Periscope).
• ICS Social Media channels.
• ICS newsletter /internal
communications.
• Volunteers network (current /
former volunteers).
EXTERNAL
• Partners (focal points).
• Universities (students,
professors).
• Community (local talents,
venues).
• Local media (newspaper
articles, television).
• Government (to be included
in similar programmes /
vulnerable youth population
programmes).

5. 100 NEW
REGISTERED
USERS
$13000
Social Media
(non-paid)
Facebook
Instagram
Twitter
YouTube
Website
Social Media
(paid)
Facebook
Instagram
Twitter
Volunteers
(current /
former)
• Regular posting.
• Social Media
Campaign.
• Content reuse.
• Analysis and
improvement of
Lead acquisition page
• Ads Campaign
• Campaign
optimisation.
• Leads acquisition.
• Programme advocacy
with before/after
experience.
• Engage with
Partners to promote
volunteering among
employees’ relatives.
• Graphic designer /
Content Developer
(to create social media
posts) (part-time).
• Community Manager
(full- time).
• Graphic designer /
Content Developer
(to create Ads) (part-
time).
• Community Manager
(full- time).
• Content Developer
(to create / reuse
videos of volunteers’
experience).
• Focal point (part-
time) with Partners
(to assess feasibility of
including their staff
on the campaign).
• Branding for Social
Media Campaign.
• Social Media fanbase
increase of 15%
(organic).
• 20 new registered
users.
• Social Media fanbase
increase of 25%.
• Redirection to
Website of 20%.
• 30 new registered.
• 50 new registered
volunteers.
• 2 workshops
on Partners
headquarters
for volunteering
advocacy.
• $8000 (1 Community
Manager + 1 Content
Developer, 1 month).
• $2000 (Ads budget ,
1 month).
• $3000 (1 Focal point
part-time, 1 month).
ACTIVITIESCHANNELS OUTCOMESREQUIREMENTS COST ESTIMATES
BUDGET PLANS
HOWLOWBUDGET

6. Social Media
(non-paid)
Facebook
Instagram
Twitter
YouTube
Website
Social Media
(paid)
Facebook
Instagram
Twitter
Volunteers
(current /
former)
• Regular posting.
• Social Media.
• Campaign.
• Content reuse.
• Analysis and
improvement of Lead
acquisition page.
• Ads Campaign.
• Campaign
optimisation.
• Leads acquisition.
• Programme advocacy
with before/after
experience.
• Engage with
Partners to promote
volunteering among
employees’ relatives.
• Graphic designer /
Content Developer
(to create social media
posts) (part-time).
• Community Manager
(full-time).
• Graphic designer /
Content Developer
(to create Ads) (part-
time).
• Community Manager
(full-time).
• Content Developer
(to create /reuse
videos of volunteers’
experience).
• Focal point (part-
time) with Partners
(to assess feasibility of
including their staff
on the campaign).
• Branding for Social
Media Campaign.
• Social Media fanbase
increase of 15%
(organic).
• 20 new registered
users.
• Social Media fanbase
increase of 25%.
• Redirection to
Website of 20%.
• 30 new registered
users.
• 50 new registered
volunteers.
• 2 workshops
on Partners
headquarters for
volunteering
advocacy.
• $8000 (1 Community
Manager + 1 Content
Developer, 1 month).
• $2000 (Ads budget ,
1 month).
• $3000 (1 Focal point
part-time, 1 month).
ACTIVITIESCHANNELS OUTCOMESREQUIREMENTS COST ESTIMATES
BUDGET PLANS
HOWMEDIUMBUDGET

7. Schools and
Universities
Communities
• Programme advocacy
with College faculties
and Schools.
• Engage with student
groups to promote
volunteer registration.
• Schedule workshops
with volunteers to
promote volunteer
service.
• Engage with youth-
oriented local venues
for volunteering
promotion.
• Engage with local
talents/artists
to act as project
ambassadors and
promote registration.
• Focal point (part-
time) to engage with
college and school
authorities and
professors.
• Graphic Designer/
Content Developer
to create engaging
materials to give at
the University.
• Focal point (part-time)
to scout potential
ambassadors and
venues owners.
• 30 new registered
volunteers.
• 200 new leads.
• 20 new registered
volunteers.
• 30 new leads
• $3000 (1 Focal point
part-time, 1 month).
• $3000 (1 Focal point
part-time, 1 month).
ACTIVITIESCHANNELS OUTCOMESREQUIREMENTS COST ESTIMATES
BUDGET PLANS
HOWMEDIUMBUDGET
150 NEW
REGISTERED
USERS
$19000

8. Social Media
(non-paid)
Facebook
Instagram
Twitter
YouTube
Website
Social Media
(paid)
Facebook
Instagram
Twitter
Volunteers
(current /
former)
• Regular posting.
• Social Media.
• Campaign.
• Content reuse.
• Analysis and
improvement of Lead
acquisition page.
• Ads Campaign.
• Campaign
optimisation.
• Leads acquisition.
• Programme advocacy
with before/after
experience.
• Engage with
Partners to promote
volunteering among
employees’ relatives.
• Graphic designer /
Content Developer
(to create social media
posts) (part-time).
• Community Manager
(full-time).
• Graphic designer /
Content Developer
(to create Ads) (part-
time).
• Community Manager
(full-time).
• Content Developer
(to create /reuse
videos of volunteers’
experience).
• Focal point (part-
time) with Partners
(to assess feasibility of
including their staff
on the campaign).
• Branding for Social
Media Campaign.
• Social Media fanbase
increase of 15%
(organic).
• 20 new registered
users.
• Social Media fanbase
increase of 25%.
• Redirection to
Website of 20%.
• 30 new registered
users.
• 50 new registered
volunteers.
• 2 workshops
on Partners
headquarters for
volunteering
advocacy.
• $8000 (1 Community
Manager + 1 Content
Developer, 1 month).
• $2000 (Ads budget ,
1 month).
• $3000 (1 Focal point
part-time, 1 month).
ACTIVITIESCHANNELS OUTCOMESREQUIREMENTS COST ESTIMATES
BUDGET PLANS
HOWHIGHBUDGET

9. Schools and
Universities
Communities
• Programme advocacy
with College faculties
and Schools.
• Engage with student
groups to promote
volunteer registration.
• Schedule workshops
with volunteers to
promote volunteer
service.
• Engage with youth-
oriented local venues
for volunteering
promotion.
• Engage with local
talents/artists
to act as project
ambassadors and
promote registration.
• Focal point (part-
time) to engage with
college and school
authorities and
professors.
• Graphic Designer/
Content Developer
to create engaging
materials to give at
the University.
• Focal point (part-time)
to scout potential
ambassadors and
venues owners.
• 30 new registered
volunteers.
• 200 new leads.
• 20 new registered
volunteers.
• 30 new leads
• $3000 (1 Focal point
part-time, 1 month).
• $3000 (1 Focal point
part-time, 1 month).
ACTIVITIESCHANNELS OUTCOMESREQUIREMENTS COST ESTIMATES
BUDGET PLANS
HOWHIGHBUDGET

10. Local Media
Government
/ Ministers
• Coordinate a press
conference to
promote the utility
and need of youth
volunteering.
• Engage with local
celebrities to enact as
ambassadors of the
campaign.
• Engage with local
television networks
to promote the
campaign.
• Engage with local
journalists to writhe
articles about the
importance of
youth volunteering
experience.
• Engage with
Ministers to include
youth volunteering
into their activities
framework.
• Promote youth
volunteering among
their programmes
for young people in
vulnerable situations.
• Focal point (full-
time) to engage with
traditional media
channels.
• Top-Down support
to engage in wide
broadcasting
promotion and
dissemination.
• Audiovisual content
production and
post-production for
television and other
resolutions.
• Focal point (full-time)
to engage with
the government and
followup with the
processes.
• 200 new registered
volunteers.
• 500 new leads.
• 50 new registered
volunteers.
• 100 new leads.
• $5000 (1 Focal point
full-time, 1 month).
$10000 (1 press
conference).
$15000 (audiovisual
content production
and post-production).
• $5000 (1 Focal point
full-time, 1 month).
ACTIVITIESCHANNELS OUTCOMES
400 NEW
REGISTERED
USERS
REQUIREMENTS COST ESTIMATES
$54000
BUDGET PLANS
HOWHIGHBUDGET

11. • Short deadlines.
• Graphic materials
not approved.
• Contact person
with external
partners is no
longer associated.
• Social media
system shortage.
• Troll attacks on our
reputation.
• Schedule plan
adjustments
due to posponed
meetings (focal
points).
• Missed deadlines.
• Campaign
adjustments to me.
• Unachieved
production
expectations on
Printables.
• Lack of additional
support from
Partners.
• Print office
delivery time
increases costs.
• Budget
adjustments.
• Ambassadors /
local talents attack
on our reputation.
• Hacking of Social
Media accounts
or tampering
by third-party
entities.
• Changes on Social
Media campaign
goals.
• Payments to third-
party suppliers not
delivered on time.
• Changes on
Audience
segmentation.
• Budget cut.
• Volunteers
attacking our
reputation.
LIKELIHOOD
VERY HIGH
MEDIUM
LOW
VERY LOW
HIGH
VERY LOW LOW MEDIUM HIGH VERY HIGH
IMPACT
RISKS

12. NEXT STEPS
• Create an engagement strategy
to work with Universities and
Schools through the entire
year.
• Follow up on agreements with
Government and Ministries
to promote a top-down
approach.
• Create a self-sustainable
strategy to keep the
volunteers engaged with
the movement and the
organisation.
• Develop a crowdsourcing
approach to create new ideas
and design improvements to
the programme.