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The Love Yourself Project
I. Planning the Platform a. Brand Purpose i. Raise awareness among the GLBT community about the risk of having AIDS. ii. Uplift the self-esteem of individuals that can relate to the main goal of TLYP regarding knowledge of results of having unsafe sex. iii. Campaign against ignorance among those who just enjoy themselves without thinking about the outcome of their lax actions. iv. Promote a good cause on healthy living for the GLBT community. b. Knowing your Customer GLBT community i. College students 1. Arts group (theater, dance) ii. Professionals 1. Arts group (theater, dance) 2. Stand-up comediennes 3. GLBT show dancers iii. Support groups/NGOs 1. Ang Ladlad 2. Bahay Lingap 3. Health Action Information Network 4. Kalusugan@Com 5. LAGABLAB 6. The Order of St. Aelred 7. Pinoy Plus Foundation Phils. 8. Philippine National AIDS Council 9. ProGay
c. Setting your Goals i. Increase brand awareness ii. Improve customer's attitudes/image of the brand iii. Co-market with non-company brands iv. Provide in-depth information about the brand v. Reach target audience missed by other media vi. Drive traffic to marketer's Web site
Creating the Platform a. Value Proposition TLYP will create a digital platform that will provide full information on AIDS and how people could prevent it; allow the GLBT community to be open about safer sex practices; and campaign care among the community. The platform will be the preferred platform of the GLBT community for it would provide windows to network and support groups that could encourage unity in a healthy lifestyle among diverse interest. b. Customer Journey Day1: TLYP members > friends > friends of friends Day5: friends > friends of friends > website Day17: friends > friends of friends > TLYP members Day25: Gain more TLYP members and volunteers c. Channel Mix i. Website 1. www.loveyourself.ph linked to or have ads in a. www.outragemag.com 2. Send regular eNewsletters with links to the website...
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