Semester-Long Project:

Transcription

1 Semester-Long Project: Part 5 / Planning, Implementation, Metrics Campaign #2 (approx. Mar 21 Apr 4)

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 #2 Implementation 3. Step Three: Campaign #2 Monitoring and Metrics Assignment Resources: Templates for 310 Semester-Long Project Part 5: Campaign #2 Planning, Implementation, Metrics Related Documents o Part Five: Overview o Part Five: Project Template Step One (Planning) o Part Five: Project Template Steps Two-Three (Implementation, Metrics) o Part Five: Reference Material o Instructions: Creating ads for FB/IG o Tutorials: Creating social media posts in Canva and Adobe Spark, creating s, reviewing digital campaign metrics Technology Tools: o Wix, Weebly, Facebook for Business, Instagram for Business, Google Analytics, Facebook for Business, 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. Content Strategy including specifics about your campaign audience, objectives, theme, tone, and call to action E. Campaign Messaging outlining the campaign s key message points F. Implementation (platform-specific tactics, tools, and editorial calendar) G. Monitoring and Metrics

5 Step Two: Implementation Campaign #2 will be implemented approximately Mar 21 Apr 4. Minimum promotional activities for Campaign #2 are noted below. In addition to the original posts created for the campaign, you should refer to your Community of Interest analysis from Campaign #1 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 #2:

7 Step Three: Monitoring & Metrics continued

8 Step Three: Monitoring & Metrics continued Metrics Reflection Taking your campaign #1 metrics and reflections into consideration, and all of the activity you saw on your website, social channels, ads and throughout the duration of the campaign #2, share summary reflections and data on the following for each channel: What you saw: What metrics stood out for you in your web analytics, social media metrics, online ad performance and outcomes? How did these change (improve or decline) from Campaign #1? What you learned: What were the big ah-ha's, adjustments you made along the way, how action X yielded X results, etc. What 2-3 things did you do differently in Campaign #2 than you did in Campaign #1? What would you do differently if you had one more chance: If you were continuing to run campaigns for your mock company, what are your biggest takeaways from both campaign #1 and #2? What would you do going forward 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 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 Reference Material

10 Content Creation Tools Canva Adobe Spark Adobe Creative Cloud Facebook posts, cover banners Instagram posts Twitter posts Infographics Icons, badges, buttons Spark posts on Facebook, Twitter 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. Reference Material