Research Proposal for Formal Report- Creating a Social Media Presence for AMS Vice

To: Dr. Erika Paterson

From: Adrienne Yap

Date: October 12, 2019

Subject: Proposal for creating a social media following for the AMS Vice Program

Introduction

Through education, guidance, and support, Vice is an AMS program that helps individuals find balance amidst bad habits. The program’s interdisciplinary approach emphasizes well being, destigmatization, and harm reduction. The end goal is to equip students with the necessary tools and information to make informed decisions. Created in 2015, Vice has strong ties with other AMS programs like Speakeasy and SASC. This year, is Vice’s largest overhaul, with more volunteers and initiatives than ever before.

Statement of problem

The AMS Vice program is extremely underrated and overlooked. Last year, only nine individuals attended the peer support dialogue sessions. This extremely low conversion has left AMS with no choice but to evaluate Vice to determine whether it is financially feasible to offer the program. Awareness is the problem. There are no aggressive marketing campaigns to inform students that such a service exists and no clear identity surrounding Vice itself.

Proposed solution

I propose that Vice engage in multiple forms of marketing, specifically, digital. Vice should create its own Instagram page, reach out to larger UBC-based accounts and influencers, engage with the community, and build a following. This will not only increase awareness, but gives Vice the opportunity to define itself to the public

Posting should be minimum once a week, but ideally three. Content should include upcoming events, infographics about common vices (drugs, alcohol, tech addiction), and inspiring posts.

Scope

To guide my research, I shall ask the following questions:

• Why hasn’t a social media page been created?
• Why doesn’t Vice have a separate Facebook page, especially when SASC does?
• Will a social media following really increase foot traffic to Vice’s physical space?
• How can a social media presence drive people to Vice’s front door?
• What content is relevant?
• How can we build a community, not just a presence?

Methods

I shall be conducting interviews with Vice volunteers, the coordinator, and potentially AMS’s head of programs. I will likely ask for data pertaining to number of visits to peer dialogue sessions, and will examine Vice’s current and only social media presence: a shared Facebook page with six other AMS programs.

Qualifications

I am a volunteer with Vice this year. Specifically, part of the Educational Outreach Team whose goal is to increase awareness about the program through events, information sessions, and basic marketing (ie: fliers, posters).

Conclusion

Vice is such a unique program. It not only addresses taboo habits, but promotes wellness and balance. We all know someone who struggles with a vice, this program can help if only more people knew it existed.