Social Media Marketing Campaign Plan Structure - Management Assignment Help

Assignment Task:

1.0 TABLE OF CONTENTS (not included in word count)

2.0 INTRODUCTION

• The introduction should introduce the report and provide a brief overview of the campaign.This section should be clear and concise, and should outline the key sections of the report,outline what the key campaign aspects are, and, most importantly, entice the reader to read on (approximately 150 words). 1 paragraph.

3.0 DIGITAL SITUATIONAL SWOT ANALYSIS

• Analyse what is happening in the organisation’s digital operating environment by conducting a digital SWOT analysis for your organisation. Support it with well-researched information focusing on:

o current social media marketing trends

o competitor analysis

o influencers

o key selling points (competitive advantage)

o the organisation’s current marketing activity (social media and off-line, traditional marketing).

• Using available software such as Salesforce, analyse social media activity relating to your organisation and its competitors.

• Include excerpts (screenshots) of your Salesforce analysis in this section, to support your claims.

• 2-3 paragraphs explaining key findings plus a digital SWOT table.

4.0 TARGET AUDIENCE

Demographics & Psychographics: What are the identifying characteristics of your target audience? Consider age group, gender, where they live, singles/families/couples etc. What motivates them? What are their interests? What will appeal to them? How do they use social media? Support with well-researched information. This section should be 1 big paragraph and should refer to the persona development template.

Persona Development Template: Based on the information you had outlined in section 6.1, use the persona overview template provided in class, and develop a persona for the ‘typical’ target audience for this campaign. This section should be half a page in length, well researched and supported with references.

5.0 CAMPAIGN PURPOSE, OBJECTIVES & KEY MESSAGE

Campaign Purpose: What is the primary purpose/ aim/ outcome sought by this campaign?

Objectives: What are the key objectives of the campaign? Identify 2-3 objectives which must be in the S-M-A-R-T format.

Key Message: What is the key message that this campaign will communicate to the target audience? How will you position your organisation ‘top of mind’ for your audience? Briefly outline the message and describe in detail the reasoning behind it. 1 paragraph only.

6.0 SOCIAL MEDIA MARKETING STRATEGY: CHANNELS & TIMELINE

• Identify the key social media marketing platforms which you propose to use for this campaign (Hint: these need to align with your target audience and your objectives). 1-2 paragraphs explaining your proposed strategy.

• Develop a schedule showing social media channels and dates, which incorporates paid, organic and company-owned social media.

7.0 CONCLUSION

• A clear and concise conclusion, summarising the main points of the report should be provided. This is your last opportunity within your report to convince your chosen organisation that yours is the winning campaign. 1 paragraph.

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