Selecting a channel to attract or engage your persona has great importance in running the business organization. Channel selection should be considered for the business organizations in terms of engaging with persona. We have selected one of the most common channels for engaging with persona named as Linked In. Most of the organization are currently using different platforms like Facebook, Instagram or Linked In for engaging with their persona or customer (Hockenberry & Todd, 2019).

            As we have selected a channel known as Linked In for engaging with our persona named as Bountiful Benjamin. He is currently active in Linked In in terms of engaging with business organizations. Most of the businessmen use Linked In channel in order to connect with the organization. As organizations need their persona for support so they used Linked In because it becomes easy to develop estimation about your persona. Moreover, most of the businessmen do not consider other channels for engaging or do not take seriously to other channels such as Facebook or Instagram (Rezaei & Sajad, 2014).

By using Linked In, it is reliable to connect with your persona. Furthermore, selecting the channel enables the organization to get a response in a given period of time. Most of the businessmen preferred Linked In for engaging with an organization because they will response the organization more competitively as compared to other channels like Facebook or Instagram.

The big idea for FoodBank

            The big idea for this campaign is to engage with professional businessmen and well-off people because they can support our noble cause to achieve goals and objectives. Only professional businessmen and well-off people are active in Linked In, so we have to select this channel in order to support our noble cause. In this section, we will contact our persona named as Bountiful Benjamin by engaging through Linked In.

            The purpose of engaging with our persona through Linked In is that many of the organizations and is currently managing their work through other channels such as Facebook and Instagram. Engaging through other channels might results in a long wait for the response because many of the businessmen are not active in these channels. They are active on other channel known as Linked In because the persona can also come to know about the overall background of the organization, products, and services of the organization. Moreover, Linked In is a professional social networking site that enables the businessmen to involve with organizations (Chang & Shuchih, 2017).

            After contact with our persona Bountiful Benjamin, we will wait for the positive response by providing complete information about our organization. The persona will also come to know about our organization and its background. Engaging with our persona through Linked In is because our persona is currently active on this channel and preferred those organizations who contact him through Linked In. bountiful Benjamin can also see the structure of our organization through this channel and come to know about our targets and objectives related to the project. He will get the complete profile of our organization, our future targets, working boundaries and different strategies used by our organization (Claybaugh & Craig, 2013).

            Moreover, our persona can develop the estimation by getting all the information. The main idea behind this campaign is to involve our persona in our organization by providing him an entire background of the organization. So he can help our cause to achieve our objectives and goals. After engaging with our persona through Linked In, we will continue or campaign by expanding our idea through other channels like Facebook and Instagram to attract more personas. By applying the same rule which we have followed in engaging with Bountiful Benjamin, we will execute our idea through other platforms in order to check the effectiveness of other channels to target the audience. As we came to know about Linked In that it is a professional social networking site, we will observe all other platforms by executing our ideas with other personas.

            The purpose of executing the idea through different platforms is to observe how fast we get the feedback from the persona and to check the preferences of other personas. After going through all the process of execution of ideas, we have chosen Linked In for connecting with personas. The main reason behind this decision is that professional businessmen are active on professional social networking sites. Other platforms like Facebook and Instagram are not professional networking sites in order to engage with professional businessmen. Linked In enables the organization to connect with an effective businessman that can support your cause to achieve your goals and objectives in the target market. It also influences the professional businessmen because they want to get an effective response from the organizations (Cooper & Brett, 2014).

Craftsmanship of Copy for Food Bank

            It is decided to communicate the persona through the use of the LinkedIn because the LinkedIn is a professional social networking sites. Therefore, when we will communicate with the personal through the LinkedIn rather than the Facebook and other social networking channels then the personal will take it more professionally. On one side, the selected persona i.e. Bountiful Benjamin do not opening communicate with people and at the same time he does not trust the other organization. Therefore, it is proposed that the LinkedIn would work as a channel to reach Benjamin and to convince him about the cause to get his supports.

            In this aspect, there is need to work on multiple things such as at first stage we need to gain the attention of our persona. It has been seen that the selected persona is a business therefore, it is expected that it would be better idea to target him through the professional social network that also selected by addressing his activeness on the LinkedIn. Furthermore, it is found that the persona founds it hard to trust the organizations so easily therefore, the purpose behind targeting the persona through the LinkedIn is that the personal can visit the profile of the organization and can build a better idea about the cause we are doing. Furthermore, by addressing the persona and its related things, it is decided to convince the potential persona by developing content that will be sent to the persona through the LinkedIn channel. The message to the Persona will contain the following content;

            “Being one of the largest Food trust in the Queens land, the Foodbank trust needs moral and financial support of the well-off people of the society to support the cause which is aimed to make this world a better place to live.” We always appreciate the support of our donors by publishing their post on our social networking pages and website that are being followed by thousands of people. Your support to our cause could save many lives and you will get its return here and after here. To get a better idea about our cause, you can visit out social networking pages and can read the comments of the viewers and can also see the graphics that could give you a better idea about cause. Your support to us will be regarded as great service to all humanity”.

            The aforementioned content has been selected to deliver to our persona because he wanted to know more about the cause and at the same time he wants to know whether he can get any fame by taking part into the charity work. The above message will give him idea that he is going to charity for the organization that has developed a portfolio of serving the humanity through this cause. Moreover, the idea of using the above content is focused on to realize the persona that his support is asked for a noble cause that could give him great fame here and at the same time in terms of serving humanity he would get great reward after here. Likewise, the above message offers persona to visit the website and pages to get a better idea about the cause as well as through this way when the persona will visit the social networking pages then he can see the engagement of other people over the posts of the organizations that could be effective for him to build a better idea. Moreover, the social networking pages as well as the website of the trust contain many images that will give satisfactory feelings to the persona. Following this, the persona is also offered to work voluntarily with the organization in case if he has any doubt over the usage of his charity for the betterment of humanity. Likewise, on request, the trust is liable to give transparency of truest operations to give an idea that the trust is purely working for the good cause and his charity is being used for the committed purpose.

Justification and theoretical support for Food Bank

            Our organization is looking for an effective professional businessman that can support our cause in achieving our objectives and goals. In this case, we engage with our persona Bountiful Benjamin by selecting most advance and professional channel named as Linked In. Selecting this channel influences our workforce because it is a professional social networking site enables an organization to engage with professional businessmen (Sameen & Sara, 2015).

            Most of the professional businessmen preferred this channel because it allows them to get complete information about the target organization and to support their cause in achieving the goals and objectives. The benefit of using this channel is that an organization can get an effective response and feedback from the personas. As other platforms are not professional sites, so they are not reliable for the businessmen. This channel also facilitates the businessmen and organization with effective communication.

            Moreover, only well-off people and professional businessmen can understand the financial problems faced by our organization and support us financially to meet the noble cause. Through Linked In, the personas can come to know about the financial problems and noble causes of an organization. So this channel works effectively for both businessmen and organizations in estimating and get over the problems faced by an organization (Saunders & Mike, 2012).

            For this campaign we have used multiple theories to support this cause in which the major theory is the theory of social responsibility which demands a person that he has some responsibilities towards other in which he has to serve the society, people, environment and other stakeholders. Likewise, bountiful Benjamin is a businessman thereofore, through this campaign it is attempted to convince him to support a noble as it is his social responsibility in making this world a better place to live.

            Another theory which is used to design this campaign is the theory of reciprocity norm which stated that “A common social norm, reciprocity involves our obligation to return favors done by other.” Considering this theory the Trust has ensured Bountiful Justin that he in case if he support the noble cause of the trust then in return he will be rewarded here and after here. According to the campaign it is stated that his efforts will be admired on the social networking sites where he will get fame as people will realize that he is serving the humanity and it would give him advantage in his business as well. Following this, in serving the humanity he will be rewarded here-after as he has served the humanity therefore people will pray for him (Uzuegbunam, 2013).

            Both theories discussed above are used as a tool of persuasion. Likewise, in a journal named “The social responsibility theory: A contemporary review” has used and discuss the social responsibility theory in their content. Moreover, the other selected theory “Reciprocity theory” is also used in the content in named as “The science and practice of Persuasion” in which the writers Robert and Noah have discussed various aspects of the reciprocity theory and shed lights on how it is used in content persuasion. Furthermore, it is descried that it is commonly used in the writing of persuading content marketing (CIALDINI & GOLDSTEIN, 2002).

References of Content Strategy for Food Bank

Chang, & Shuchih. (2017). User trust in social networking services: A comparison of Facebook and LinkedIn. Computers in Human Behavior, 207-217.

CIALDINI, R., & GOLDSTEIN, N. (2002). The Science and Practice of Persuasion. Cornell Hotel and Restaurant Administration Quarterly, 40-50.

Claybaugh, & Craig. (2013). Understanding professional connections in LINKEDIN—a question of trust. Journal of Computer Information Systems, 94-105.

Cooper, & Brett. (2014). LinkedIn as a Learning Tool in Business Education. American Journal of Business Education, 299-306.

Hockenberry, & Todd. (2019). Marketing Isn't Just for Products and Services. The Journal for Quality and Participation, 17-19.

Rezaei, & Sajad. (2014). Examining online channel selection behaviour among social media shoppers: a PLS analysis. International Journal of Electronic Marketing and Retailing, 28-51.

Sameen, & Sara. (2015). Social networking sites and hiring: How social media profiles influence hiring decisions. Journal of Business Studies Quarterly.

Saunders, & Mike. (2012). How to choose the right social media platform for your business: social media. Professional Accountant, 22-23.

Uzuegbunam, C. E. (2013). THE SOCIAL RESPONSIBILITY THEORY OF THE PRESS: A CONTEMPORARY REVIEW. Faculty of Social Sciences,.