IT S TIME P2P Challenge Rochester Institute of Technology 3 Executive Summary 5 Mission Statement/Target Audience 6 Demographics/Psychographics 7 Persona 8 Preliminary Research 9 Preliminary Survey Results 10 Strategy 12 Style Guide/Platforms 13 Social Media Content 16 Interview Videos 20 Community Initiative TableofContents 20 NY: Light of Hope Tour 21 Public Market 22 Lacrosse Game 23 SAU 24 ExOut Through Expression 26 ExOut Through Education 27 Post Survey Results 28 Budget and Spending 29 Cost/Benefit Analysis 30 Web/Social Media Results 35 Conclusion IT S TIME EXOUT Executive Summary Our tactics, strategies and area of focus are based on extensive research of our target market as well as the ways in which violent extremists are using social media in order to better construct a counter narrative. The U.S Government defines violent extremists as, “individuals who support or commit ideologically-motivated violence to further political goals.” With the growth of social media and the expansion of radical violent extremist groups the online platform for communication has been hijacked and used to encourage violence and spread hateful messages across the globe. Troubled by the idea that such an incredible tool with limitless potential was being used as an outlet for bigotry and a meeting ground for violent extremists operating in all corners of the globe, a team of 17 students at the Rochester Institute of Technology set out on a mission. 9 in-depth interviews, 333 surveys, and 320,000+ impressions later, It’s Time was born. As agents representing Generation Y, the largest demographic in the United States, we are responsible for creating the change we want to see using social media as a tool for constructive communication. EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT What We Can Do Show how helping fight ISIL is as easy and simple as being informed and spreading awareness through social media. Make it easily accessible to contact and support organizations against ISIL. Common Objectives Get people to literally EX OUT of programs, websites, applications that attempt to further the negative agenda of ISIL. Inform college students as well as other users of the internet on not only how vulnerable they are when surfing the web, but also how they can protect themselves and contribute to creating the positive narrative against online violent extremism we need. Marketing Message Just by spreading awareness through social media sites you already use every day you’re directly fighting ISIL and their strong presence on social media. We provide information regarding the difference between the Muslim religion and ISIL. We will show you ways you can help and support refugees. Elevator Pitch The strongest weapon in ISIL’s arsenal is their ability to use social media to spread hate and propaganda to the masses, we can show you how just by being informed and raising public awareness you can combat violent extremism. EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT OurMission We exist to combat violent extremism through education and creativity. Our cause is dedicated to creating a counter narrative and increasing awareness for this growing issue. Target Audience Silent Majority “The silent majority are those who oppose violent extremism but currently are not active in raising public awareness or broader prevention efforts.” EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Demographics Psychographics People born 1981-1997 In the US, there are currently 73 million people age 18 to 34 Millennials count for every 1 in 3 working people Racially diverse Economically stressed Politically liberal Get their news on Facebook 75% use smartphones EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Demographics Female Age 17-23 Working part-time on campus From a small town/ rural environment “I don’t know anything about Muslim religion, I’m not sure if there is difference between ISIL and all Muslims.” “I would like to help if I could, but I don’t think I have time.” “ISIL is horrible and should be stopped, but I don’t see how they affect me directly.” “I don’t know how I can fight ISIL when I’m in America.” Identifiers Opinionated Open to learning Probably has some biases or opinions derived from hearing her parents talk Forms opinions and informs herself through Facebook content from reputable accounts like CNN, ABC and Discovery News In a sorority Real Quotes Challenges Time management Lack of transportation and accessibility to participate in events Silent Majority Megan Background College Student Originally from area with little diversity Somewhat informed EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Existing Studies Americans who get their political news on Facebook 61% Millennials 51% Gen X 16-24 year olds are the heaviest daily users of the mobile web, clocking up 3.25 hours In 2015, the number of active mobile social accounts increased by 23% or 313 million accounts. It is estimated that at least 46,000 Twitter accounts were used by ISIL supporters from September through December 2014 Primary language of ISIL supporters on Twitter 1/5 English 3/4 Arabic EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Preliminary Survey Results Top three sources of knowledge on the issue of violent extremism comes from... 83.5% Yes 16.5% No 80.9% TV News 67% Social Media 47.8% Reading Articles Do you feel a moral obligation in helping the society become a better place by breaking stereotypes and educating others on such humanitarian issues? Do you believe you can make a difference using social media to discourage Islamic stereotypes, spread tolerance and educate others? 8.5% No 91.5% Yes How would you rate your interest in the topic of breaking Islamic stereotypes, spreading tolerance, and educating others? 59.3% I'm interested 37.3% Somewhat interested 3.4% Not interested EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT StrategyandMediaPlanEXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX To inspire the silent majority to be agents of change through education and engagement in creative, grassroots initiatives. Facebook Instagram Twitter Snapchat Main Platform - Create and share original content - Promote events - Engage audience Supporting Platform - Support Facebook efforts - Share relevant news articles - Promote educational materials Visual Platform - Small, engaged following - Used to share and encourage images of people exing out. - Visual highlights of creative materials App Platform - Featured geofilter on campus - Place to share ExOut photos IT S TIME EXOUT WebStrategy Purpose: To engage and share content to support social media efforts. - Provide awareness and educational content - Promote activities - Place for artists to sign up for art exhibition - Present YouTube videos - Gather materials from all platforms EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Platforms StyleGuide FatFrank Raleway Medium #bb2025#cfcece#757576 IT’S TIME LogoTypefaces Colors EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Content Our posts are mainly comprised of original content including photos, videos, infographics, status updates, event shares and Buzzfeed Community posts. We wanted our posts to be genuine, sharable and look like native content. Shared posts included videos, links and photos from notable pages such as NowThis, CNN, and Global Engagement. EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT #ExOut Photos We encouraged the hashtag #ExOutEverywhere to show how easy it is to show support from wherever you may be. The most creative ExOut photo won tickets to Summer Jam. EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT A Growing Community Our cover photos evolved as more and more people became involved in the campaign. EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX 230% Increase in Engagement 150+posedinsolidarty withourmovement IT S TIME EXOUT Interviews We wanted to know more about the people being directly affected by ISIL. Our interviews of Muslims, Syrians, and refugees were aimed to gain a deeper understanding by hearing their stories. By hitting record we gained the ability to share these perspectives and opinions with a much larger audience. YasirQadhi Dean of Academic Affairs at Al-Maghrib Institute Houston, TX A founder of MuslimMatters.org, a premier online blog about Islam and Muslims. Qadhi is a critic of extremist violence and believes that terrorism is antithetical to Islamic values. He tackles political grievances, criticizing both American foreign policy, which he views as the root of anger among many Muslims, and the religious claims extremists use to justify their violence. Topics Stereotypes & Scapegoats Why ISIL doesn’t represent Islam EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT AG Kuwait Native Topics ISIL Attack on Kuwait Life after the bombings Silent war in Kuwait "Someone gets killed in Paris, like any other western country, and it’s all over the news. You’ve got people changing their profile pictures to flags of that country all over Facebook. If you were to treat the Arabian people the same way, I guess people would have to change their flags every day." EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Fatima RIT student Topics Reality of Islam Effects of ISIL Understanding refugees Noor RIT student Topic Media affecting America’s view of ISIL EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Dilan Syrian who moved to Rochester with her family 8 months ago Topics Oppression of women Escaping Turkey Losing friends Prejudice Loss of education EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT NY:LightofHopeTour: BenefitDinnerforChildreninNeed The It’sTime team was invited to attend the Islamic Relief USA benefit dinner to learn more about Islam, Muslim culture, and share our initiative with attendees. The dinner featured keynote speaker Sh. Yasir Qadhi Dean of al-Maghrib Institute, Resident Scholar of Memphis Islamic Center, and a professor at Rhodes College. He spoke about the true meaning of Islam and the importance of being compassionate towards all people. EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX Live Facebook Video Estimated Impressions 350+ IT S TIME EXOUT PublicMarketEXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX A table was hosted at the Rochester Public Market on Saturday April 16th ; the market had about 20,000 attendees that day. It’s Time team members walked around passing out literature and communicating the initiative to market goers. Individuals who were interested to learn more and get an It’s Time market bag along with some additional merchandise were referred to the table. Team members at the table also recruited and engaged individuals educating them on the initiative. 20,000 Estimated Impressions IT S TIME EXOUT LacrosseGame Also on Saturday April 16th, It’s Time team members hosted a table at the Rochester Institute of Technology Men’s Lacrosse game. The game drew in about 345 attendees. The It’s Time table was set up at the entrance so individuals walking in could stop and learn more about the initiative. 345Estimated Impressions EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Table Sittings in SAU We set up a table in the Student Alumni Union to talk with students, give out merchandise, and promote our upcoming gallery event. A snapchat filter allowed us to spread the word and get more people involved in supporting our campaing. An estimated 2000+ people walked by each of the three days we were there. Snapchat Geofilter EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX 6000+Estimated Impressions IT S TIME EXOUT ExOut Through Expression expression exoutthrough www.itstimeexout.com Vignelli Center at RIT Opening Reception Mon. April 25, 2016 Gallery Hours 5:00pm-8:00pm IT’STIME Presents: Promotion About Artists were asked to create works inspired by refugee stories depicting a cause against violent extremism, refugees and Muslim narratives, Islam, love, compassion, peace and any other additional themes that may reflect the positivity of what this campaign stands for. We hosted a silent auction and raffle to raise money for the Karam Foundation. Karam Foundation was founded in 2007 in Chicago as a small, non-profit organization determined to do big things. Karam means generosity in Arabic — our simple vision is to give what was needed to those who needed it anywhere around the world. Today, their impact expands across Syria, Turkey, Lebanon, and Jordan, building a better future for thousands of Syrian families. EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT ExOut Through Expression 11 Participating Artists 12 Companies who donated 100+ Estimated Attendance $300+ Money Raised EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX Live Facebook Video IT S TIME EXOUT ExOutthroughEducation ExOut thorugh Expression was a series of presentations held at Bishop Kearney High School over a two-day period. In total, six 75 minute presentations were held in classes for juniors and seniors. The presentations covered topics such as Islam and Muslim culture, refugees, an over view of ISIL, ISIL on social media, and the ways we can create a counter narrative through the It’s Time online initiative. Also shown in the presentation were several video clips from the It’s Time mini doc series which features interviews and personal stories of refugees and Muslims in the Rochester community. A video clip from a VICE News documentary which gives viewers an inside look at ISIL was also shown to students. Closing out the presentations was Jeopardy with questions from the topics covered, giving the students an opportunity to participate and win prizes. EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT PostSurveyResults Do you feel motivated to do further research on this issue to gain more insight yourself? 75% Strongly 21.9% Neutral 3.1% No motivation 96.8% Yes 3.2% No After seeing the artwork, how would you rate your stance on welcoming refugees? 90.6% Support it 6.3% Somewhat Indiffernt 3.1% Indifferent Do you feel our campaign added insight to your existing knowledge about issues of Violent Extremism? After exposure to our campaign, do you feel confident in knowing the difference between the preachings of Islam versus ISIL? 98.9% Yes 1.1% No EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX 333 Total Surveys IT S TIME EXOUT Budget/Spending 1000 400 200 0 600 800 $822.91 Print/Mail materials $417.79 Merchandise $347.49 Gallery $36.58 $37.41 FB advertisement Other $52.17 EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX $1,994.45 Total Expense $5.55 Balance IT S TIME EXOUT Cost/Benefit Analysis AddedValue $3,514.90 Giveaways/Merch $2,188.86 Print $835.2523.76% 62.27% Events $363.69 10.35% Social Media $74.93 2.13% Miscellaneous $52.17 1.48% EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX 144 Impressions perdollarspent 1114 Donated est.valueofitems IT S TIME EXOUT WebsiteResults EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX Sessions: 435 Page Views: 1,030 Avg. Time Spent: 1min32sec 84%ofourvisitorscame directlyorfromsocialmedia 76.6%werenewvisitors IT S TIME EXOUT FacebookResults EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX 33,556views across 19 videos 290,000+ Facebook Reach Top Facebook Post Reactions: 2,712 Comments: 123 Shares: 692 IT S TIME EXOUT FacebookResults EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX We successfully engaged our target market. 77% of our fans were men and women between the ages of 13-24 89% of our reach was men and women between the ages of 13-24 64% were 13-17 89% of our engagement came from men and women between the ages of 13-17 65% were 13-17 IT S TIME EXOUT TwitterandInstagramResults EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX Twitter Instagram Reach: 17,535 Followers: 50 Posts: 107 Top Post: 595Impressions Mentions: 12 Top Mention: 45Engagements Followers: 109 Posts: 38 Top Post: 30 Likes IT S TIME EXOUT Conclusion Sky Zone RMSC MAG Thread 98PXY Bill Grays Yolickity Delmonicos Rock Ventures Red Wings Sips Coffee Crabtree & Evelyn Community Endorsements: Islamic Relief USA Islamic Center of Rochester RIT Muslim Student Association RIT Men's Lacrosse Team Bishop Kearney High School Thank you everyone who helped make our campaign a success! EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX IT S TIME EXOUT Appendix https://asset1.basecamp.com/2015193/projects/11409794/attachments/204337926/2578e2b- 47bcd00611413a6398e1e4fa40010/original/P2P%20Project%20Brief%20SP16%20Final.pdf http://www.catalyst.org/knowledge/generations-demographic-trends-population-and-work- force https://www.globalwebindex.net/blog/digital-v-traditional-media-consumption-q3-2015 http://www3.weforum.org/docs/WEFUSA_DigitalMediaAndSociety_Report2016.pdf http://epceurope.eu/wp-content/uploads/2015/09/epc-trends-social-media.pdf http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/ http://www.pewresearch.org/fact-tank/2015/12/22/15-striking-findings-from-2015/ http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/ EXECUTIVE SUMMARY MISSION/AUDIENCE PERSONA EXISTING STUDIES PRELIM. SURVEYS STRATEGY CONTENT COMMUNITY INITIATIVE EDUCATION POST SURVEYS BUDGET/SPENDING RESULTS CONCLUSION APPENDIX