Details of the task:
Please note that you need to produce a report but this has to be based
on practical tasks integral to this assignment:
a)Create a Search and Social Media Marketing Campaign
b)Implement your campaign pilot and track its performance
c)Project assessment report ? combination of justification, work done –
portfolio and reflection on feedback, including plan for further
developments.
Project specifications:
Select any single web page on https://businessculture.org as your case
study for a Search and Social Media Marketing campaign. Your campaign
aim is to increase online awareness of this web page with the relevant
target audience. You are free to use your creativity and select
platforms and tools to make this possible, undertake a pilot project and
based on your lessons learned propose a detailed plan for a campaign
lasting one calendar year.
Project report structure:
You must conduct market research analysis for your marketing campaign to
provide a thorough justification for your artefacts. This can include
both primary data (for example interviews or surveys of potential users)
and secondary data (Google keyword planner tool etc.). This should
include the topic and keywords for the main topic you are going to
address, key social media influencers who could make the campaign spread
virally or by any other method, which could help in increasing the
impact of your campaign.
This section can include: ? interviews and survey data justifying the
need for your artefacts, a tabular extract from Keyword Research,
competitor activity analysis in this area, screen shots of current
competitors? ranking for your primary keyword terms using different
tools such as Google Keyword planner tool, Google Trends, Klout, Google
Insights for Search etc.
Based on your analysis, you must critically evaluate the principles and
processes involved in developing integrated marketing communications and
produce a Search and Social Media Marketing strategy for one year and a
business plan that identifies this campaign and how it should be
implemented by the client organisation. Any resource implications and
potential maintenance issues have to be highlighted here.
Your campaign should have a clear Aim, and SMART (Specific, Measurable,
Achievable, Relevant and Time bound) objectives. The objectives are
linked to Key Performance Indicators for your campaign ? for example,
the number of visitors you are anticipating to achieve and when.
Your planning has two elements ? one for you ?internal plan? this will
include the pilot campaign activities. You are also expected to produce
a ?campaign plan? for the full campaign implementation based on your
pilot results.
Documentation of your project management requires a Gantt Chart, Risk
Assessment, and Attendance Register to your meetings. Weekly meeting
minutes (in the appendices and not part of work count).
Your long-term plan or strategy for the campaign.
Key SMART objectives. Document the proposals of specific Social Media
Services.
Gantt charts ? one for your pilot project and one for the campaign
launch lasting 1 calendar year.
Risk Assessment ? one for your pilot project and one for campaign launch
for 1 year outlining the main risks.
Creative proposals outlining what the key messages will be for each
segment and how they will be delivered.
A detailed budget breakdown for one year including expenditure, response
and return by media/activity.
As part of this process you have to develop pilot campaign artefacts.
This section can include: –
Based on your plan for the campaign, demonstrate draft prototypes of
your artefact. For example, this could be high quality digital creative
materials such competitions, audio, video, widgets, games, content etc.
Any artefacts produced have to comply with the corporate identity of the
client.
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