Six connections promotional campaign by Ebony Rowland

About Six Connections

100206911 — 2025-03-13 14:14:29 UTC

Six connections is a non-profit mental health organisation set up by Dave 20 years ago after his friend Ian took his life back in 2011. After struggling with his own feelings for a long time he decided to start talking about how he was feeling and decided to help others manage their mental health.

Promotional method

100206911 — 2025-03-14 13:23:22 UTC

To promote a podcast space of the the community hub, Social media will be the best option as it will be successful at reaching young students and is within Six connections budget as it is a cheap method of promotion.

The Target Market

100206911 — 2025-03-14 13:29:24 UTC

The aim of the podcast is to discuss mental health specifically towards students who may find it hard to maintain their mental health whilst being under the pressure of studying and things like exams. Moving from high school to college or college to university can be quite a lonely time for students if they don't make connections straight away, listening to this podcast could help give them advice and guidance letting them know that it is okay to feel the way that they do and that they are not alone. Students who are starting to head towards the age when big decisions are needed to be made are usually between the age of 14-20, this age range are users who predominately use social media to consume advertisements.

Promotional Plan

100206911 — 2025-03-14 20:11:56 UTC

To promote the podcast we will be using social media a cost effective approach that has the potential to reach a large amount consumers. Consumers will be able to interact in the comments, ask for advice submit questions on stories Q&A box that can be answered in the next podcast, therefore they are getting tailored advice that consumers require.

The costs for this method of promotion are:

Content creation costs such as the graphic design for instagram stories and video product for TikTok.
Paid adverstisement, instagram ads and TikTok ads.
As for the community engagement, I am sure a volunteer would be happy to monitor DM's and engage with followers in comments.

100206911 — 2025-03-14 20:29:09 UTC

Ethics & Legality

100206911 — 2025-03-14 20:43:37 UTC

When answering Q&A questions that have been left through instagram on podcasts it its important that the persons privacy is protected as their stories they share or questions they ask may be personal so any usernames or any other identifying information should be kept confidential or left anonymous.

It Is important that the guests on the podcast respect people who may come on the podcast, especially if they share personal experiences relating to mental health. They should be fully aware of how their information will be used.

It should be made clear the podcast can only give advice, guidance and is for information purposes only. The podcast should not be considered as professional mental health treatment.

Benefits for consumers

100206911 — 2025-05-08 10:19:52 UTC

A mental health podcast targeting students benefits them by:

Providing them with advice and guidance on how to maintain healthy mental health when times can be stressful and damaging.
Podcasts are convenient, students have busy schedules, being able to listen to a podcast on the bus or whilst studying is convenient for them and flexible.
Hearing what other people are going through can be comforting and give a sense of community, helping students feel less alone and that their feelings are completely valid.
Inspirational and motivational

Benefits for six connections

100206911 — 2025-05-08 10:37:47 UTC

Setting up the podcast will benefit six connections by:

Increasing brand awareness, promoting on social media has the potential to reach a wider audience outside of Burnley. Students can become aware of the services six connections offer not just the podcast.
Six connections can position themselves as a voice for mental health, creating a trusting brand and a go to resource for support.
A podcast can build loyal and engaged consumers. They are likely to tune in and regularly listen to episodes of the podcast, increasing engagement and brand awareness.
A podcast can be promoted in many different ways not just using social media, however social media is the cheapest form of promotion which fits within Six connections budget. The podcast has the potential to reach a wider audience who may end up donating to the go fund me which will provide opportunity for other promotional methods in the future and expanding the use of the community hub.

Benefits and drawbacks of using social media

100206911 — 2025-05-08 10:43:17 UTC

Benefits:

Cost effective
Potential to reach a wide audience
Using location services, targeting the promotional advertisements on social media can be geographically tailored to those local to Burnley.
Drawbacks
Although using social media has the potential to reach a wide audience it is not guaranteed, if it is not regularly kept on top of and time and effort isn't put in it can end up being a failure.
Social media is full of content it can be difficult to stand out.
Negative comments and criticism from people "trolls' who may try to undermine the podcasts message
Time and effort to run account effectively.

If circumstances were different..

100206911 — 2025-05-08 10:47:23 UTC

If Six Connections had an unlimited budget I would choose to use billboards. Billboards would be effective around Colleges, Schools and Universities to create awareness of the podcast and Six Connections themselves.

Additionally, Youtube advertisements have the potential to reach younger consumers more so than television as it is not predominantly watched by younger audiences anymore.

I would also, organise talks in educational institutions, networking events would raise awareness and profile of Six Connections but this requires considerable time and resources.

Posters around educational institutions would be visible and targeting also.

Why I think this promotional campaign will work...

100206911 — 2025-05-08 10:51:28 UTC

I think that my promotional campaign using social media will work because social media is the best way to target younger audiences who are likely o be students at schools, universities or colleges. Social media is also the most cost effective way of promotion, as Six Connections does not have a large budget due to them being a non profit organisation. Finally, the podcast has a specific audience that can be easily targeted using social media and advertisement methods such as instagram Stories and TikTok for consumers to engage with which ultimately creates awareness of Six Connections and their message of supporting others mental health.

How will the promotional plan help achieve Six Connections Goal

100206911 — 2025-05-08 10:58:29 UTC

Six Connections main goal is to get conversations started around mental health and break the stigma that it is a 'touchy subject' and support people who may feel alone and are struggling. The podcast will support students who are struggling with their mental health and will raise awareness of their goals which can aid in fundraising for future projects. Furthermore, sponsorship of the podcast could raise income.