Semester-Long Project:

Transcription

1 Semester-Long Project: Part 4 / Planning, Implementation, Metrics Campaign #1 (Feb 26 Mar 5)

2 Semester-Long Project Breakdown Part 1 Part 2 Part 3 Part 4 Part 5 Part 6 Proposal: problems, vision, goals, audience Naming exercise Foundation: Culture and tone, situation analysis, and core messaging Digital asset planning Set up of website and social media Campaign #1 Planning, Implementation and Metrics Campaign #2 Planning, Implementation and Metrics Final report including review, reflections, aspirations Visual identity (logo, font, colors) Metrics setup Audience persona (target audience profile) Customer decision process

3 4 / Planning, Implementation, Metrics Assignment Components: 1. Step One: Planning - Digital Marketing Campaign Strategy 2. Step Two: Campaign #1 Implementation 3. Step Three: Campaign Monitoring and Metrics Assignment Resources: Templates for 310 Semester-Long Project Part 4: Campaign #1 Planning, Implementation, Metrics Related Documents o Part Four: Overview o Part Four: Project Template Step One (Planning) o Part Four: Project Template Steps Two-Three (Implementation, Metrics) o Part Four: Reference Material o Instructions: Creating ads in Google Adwords o Instructions: Creating s in Constant Contact Technology Tools: o Wix, Weebly, Facebook for Business, Instagram for Business, Google Analytics, Google Adwords, Constant Contact

4 Step One: Planning Planning / Digital Marketing Campaign Strategy A. Title Page identifying the purpose, authors, and release date. [Note: you should change the colors and fonts set up in the template to match your company brand] B. Introduction providing a company overview of who you are, what you do, and products and services offered C. Executive Summary outlining overall strategy, benefits, and components of your digital campaign plan D. Community of Interest Analysis where you will identify individuals such as potential bloggers, social media influencers, local businesses, or events whose posts, stories, and assets you can link to as part of your campaign (or utilize as inspiration for creating your own original content) E. Content Strategy including specifics about your campaign audience, objectives, theme, tone, and call to action F. Campaign Messaging outlining the campaign s key message points G. Implementation (platform-specific tactics, tools, and editorial calendar) H. Monitoring and Metrics

5 Step Two: Implementation Campaign #1 will be implemented over approximately two weeks. You will refer to your editorial calendar and content strategy outlined in Step One: Planning. Establish timing for your storytelling based on best practices. Minimum promotional activities for Campaign #1 is noted below. In addition to the original posts created for the campaign, you should refer to your Community of Interest analysis and share posts, stories, assets, and events from individuals and organizations that add value to your campaign messaging.

6 Step Three: Monitoring & Metrics Summary of metrics points you will track and report on for Campaign #1:

7 Step Three: Monitoring & Metrics continued

8 Step Three: Monitoring & Metrics continued Metrics Reflection Upon completion of campaign implementation, you will review activity on your website, social channels, online ads, and to share the following reflections and data: What you saw: What metrics stood out for you in your web analytics, social media metrics, online ad performance and outcomes? What you learned: What were the big ah-ha's, adjustments you made along the way, how action X yielded X results, etc. What would you do differently in the next campaign: What can you do in campaign #2 to increase user engagement with comments on your blog or participation in your social media efforts? What can you do differently to drive more new visitors to your website and get them to stay on the site longer? What can you do differently to get more opens? etc.

9 Reference Material Digital Campaign Planning Process

10 Reference Material continued Digital Media Content Types In How to Create a Content Strategy Handbook, Falcon Social highlights the following benefits to having a solid social media tactical plan as a roadmap for a digital campaign (Klein, n.d.): Optimize your time spent on content management Ensure on-brand communication and content Keep daily execution in line with your social media objectives Build a narrative around your brand Increase the number of interactions and consumption Track performance and improve content The Content Marketing Institute suggests organizations create a variety of content types to share on social channels, websites, and other public-facing mediums. They call it the Content Mix Pyramid (Hanbury, 2011).

11 Reference Material continued Content Ideas for Digital Campaigns Follow us! And here s why post that entices fans and prospective fans to follow your digital channels Fun Facts about your industry, products or services Quote of the Day What do you like best poll asking users to vote on an idea or concept Photo contests Event posts Trending now post related to your industry, products or services that tie in with campaign messages, hashtags, etc. The ultimate guide post related to one of your products or services and incorporates campaign messages, hashtags, etc. Pick of the Week post using team member s opinions on their top picks of the week related to your industry, products or services Featured person post highlighting someone on your team- or one of your advocates (interview format). Industry update post using an article or case study related to your industry Bust a Myth post featuring a misconception common in your industry or about your types of products or services 10 thinks you probably don t know about X (person, product, industry) FAQs about your company Useful tips about a product or industry How-to posts on something related to your industry (e.g. how to make cookies or prepare a healthy meal, how to use a product, how to tie a knot) What we admire (person, product, industry) focusing on an innovation or person positively representing your industry Product review: select a product related to your industry and provide constructive feedback and assessment Photo or video of the week

12 Content Creation Tools Canva and Adobe Spark are free, web-based tools. Adobe Creative Cloud is available in computer labs in Murrow and The Spark. Reference Material continued Facebook posts, cover banners Instagram posts Infographics Icons, badges, buttons Spark posts on Facebook and Instagram Spark interactive pages Spark Videos and slideshows Use Photoshop, Illustrator, Premier, Final Cut and other tools to design graphics for posts, edit videos, and create other interactive digital assets.

13 Reference Material continued Content Timing Best Practices Source: Ragan.com