Project: Social Media Campaign
(Group assignment with 4 members maximum, no exceptions. It can be fewer members but not more than four).
You must choose any of the social media marketing platforms we have reviewed in class session 8-9 to develop the project. You have several "How To" documents to exemplify the use of each platform so you can follow the steps. I have also provided you with several examples of how companies have used the social media platform in marketing.
Choose a business (B2B or B2C) or non-profit organization that could benefit from social media campaign and develop a campaign outline.
Include the following:
• Specific campaign objectives (in reference to the social media marketing process [slide 12 in the
session] and brand objectives [session ch 5 slide 18] such as create awareness, develop brand familiarity, create positive images (associations feelings), create sales )
• Identification of the target audience (provide a good description of the target. DO NOT just describe the audience on one characteristics, e.g. age).
• Detailed description of the social media marketing activities. Each of the social media platforms we have reviewed has its own marketing tools. Apply them.
• In this part you must not only `tell me the story' of what you are going to do. BUT you must actually do. In other words, if you use Instagram or Pinturest I expect pictures. If you are suggesting 'compelling stories' then write it.
• Metrics to be used to judge campaign success. You must be precise as to how you will determine if you achieve your objectives. Each of the social media platforms we have reviewed has its own marketing tools and metrics. Apply them.
• Timeline for the specific campaign. Indicate how many ads, videos, stories you will place and when.
• Budget for directs costs incurred. You may have some indication of the costs of the ads by referring to the platform you use.
Now that you have thought about what you want to do, write an Introduction for your plan outline that explains why the social media initiative is in hisiont and bow it integrates into the overall marketing activities and the overall objectives of the business.
Requirements Make sure:
• You identify integration in the different areas listed in the "questionnaire" provided to you, and provide examples of such integration. Provide evidence that can illustrate such online-offline integration. Provide as many examples in each case as possible. Illustrate with web pages and offline material whenever possible.
• Avoid copying text from other sources. This is a practical assignment not an essay.
• If you happen to support a point, e.g. that you have selected Instagram because it is the most used platform in Kuwait, then you must provide a reference to support this statement.
You indicate the source of the information every time you refer to it. The reference must be in the body of the document and a list of all references in the bibliography at the end of the document.
• Make sure your assignment covers all bullet points indicated in the assignment.
• Put page numbers to the document, identify Figures with titles and number on top of the figure. Do the same with Tables. If these figures and tables come from extemal sources provide the source at the end of the Table or Figure.
• Use font 12, Harvard style of citation, and double space in your report. No more than 3,000 words. You can certainly do this assignment in fewer words.