This is an overview of the strategy and plan for charity event Surfers In A Dress 2013. Supporting the Do It In A Dress initiative on behalf of the charity One Girl. Links: http://doitinadress.com/team/surfersinadress http://doitinadress.com http://www.onegirl.org.au/ http://gregbeazley.com/

1. Surfers In A Dress
2013 Marketing Plan
gregbeazley.com

2. Background: One Girl
At One Girl, we want to provide 600 education scholarships to girls in Sierra
Leone by 2014. We’re also aiming to train 55 LaunchPad Champions to sell
affordable eco-friendly sanitary pads. Educating a girl has a multiplier effect.
Invest in a girl, and she’ll do the rest.
gregbeazley.com

3. Background: Surfers In A Dress
In 2012, I decided to create a Do It In A Dress event for my fellow
surfers, called Surfers In A Dress. Focusing on the same objectives of
the campaign, the event managed to attract 45 people to participate
on the day, and collectively as a team, we raised over $5,000! This
equates to approximately 20 girls in school for a whole year!!
Needless to say, I want to make this a staple event for Bondi Beach in
the years to come.
- Greg Beazley
gregbeazley.com

4. Objectives
● Build awareness of Do It In A Dress, the Surfers In A Dress
(SIAD) event, and the cause of One Girl to enable stronger
engagement and greater momentum in 2014
● Have an event attendance of over 100 people at the SIAD
event
● Drive donations to the SIAD team page ($10,000) - enough
for 33 girls in Sierra Leone to get back in school
● Build a case study to prove campaign effectiveness
gregbeazley.com

5. Strategy
Leverage digital channels and influencers within social
circles to promote engagement and drive awareness of the
cause and event, in preparation for a more successful
event in 2014.
Motivators to drive engagement:
● Fun (primary)
● Cause (secondary)
gregbeazley.com

6. Channels
● Twitter
● Facebook
● Google+
● Blogs
● Partners (eg. Bondi Bather, Datarati, Aquabumps)
● WOM
● Event
● PR
gregbeazley.com

7. ● $500*, donated by Datarati as part of the Awesomearati
initiative (http://awesomearati.com/) to be used towards
the project
*Conditions:
➔ Must not be used to donate directly to a cause.
➔ Footage must be captured using a GoPro, lent by Datarati, which will be
used to create a professionally edited video of the initiative
gregbeazley.com
Budget

8. Tactics
gregbeazley.com

9. Twitter
● Twitter lists of high influencers
○ Associations (other Charities)
○ Industry leaders
○ Social Media gurus
○ Surfing related brands
○ Partners
● Targeted Tweets
● Promoted Tweets
gregbeazley.com

10. Facebook
● Facebook Ads
○ Facebook Retargeting
● Promoted posts
○ Event promotion
● Partners to promote cause & event
gregbeazley.com

11. Google+
● Through every share on Social Media, publish to
Google+ as well
● Target specific Circles
● Add Event to Google Events on G+
gregbeazley.com

12. Blogs & Partners
● Post cause and event to:
○ gregbeazley.com
○ willscullypower.wordpress.com
○ designermancave.com
○ simuddell.com
○ bondibather.com
○ letsgosurfing.com.au
○ doitinadress.com
○ activedge.com.au gregbeazley.com

13. Contacts & Connections
gregbeazley.com
Contact Connection
Si Muddell simuddell.com
Will Scully-Power willscullypower.wordpress.com
Kate Abdou designermancave.com
Kerry Cusack bondibather.com
TBC letsgosurfing.com.au
Chantelle Baxter doitinadress.com
Candice activedge.com.au

14. Post Campaign Analysis
● Analyse any results and data available (eg. donation
data)
● Prepare a full campaign analysis in the form of a blog
post on gregbeazley.com
● Share the learnings with the One Girl / Do It In A Dress
community
● Define the actions to optimise SIAD14

15. gregbeazley.com