Social Media Marketing Plan Overview MKTG 3680 The work you do for this class is all leading into o ...
Social Media Marketing Plan Overview MKTG 3680 The work you do for this class is all leading into one big project: A Social Media Marketing Plan. This process is divided in three sections (Three i's): Insights, Inspiration, and Impulse. The first I (Insights) represents an analysis of the market. You will start with the strategy, which will guide the whole plan. Then, you will do a market analysis, in which you will examine your brand's solution, and your buyer persona(s). The last part of this section is the REAL competitive analysis, which is a board that compares your brand with the competition. The second I (Inspiration) guides you through the creation of your marketing campaign. You take into account what you learned from the previous boards and USE YOUR CREATIVITY to build content that will resonate with your BUYER PERSONAS. You will finish this section by designing a template for future posts on social media. Finally, in the third I (Impulse) you will write down your strategies and you will provide two examples of posts you will use for your social media strategies. After you finish your social media marketing plan, you will submit your report and then move on to the online simulation, and a new client: Buhi Bags. Social Media Marketing Plan Report (100 points) Writing Guidelines Your social media marketing plan should follow professional business writing style, including: 1” margins Double-spaced text A tittle page Section headers A legible and professional font Page numbers Important: You have to BOLD all key marketing concepts that we see throughout this course Please remember to proofread your final document well to ensure that it has: Correct grammar, punctuation, and spelling A good flow A clear, unified voice Plan sections TITTLE PAGE (1 POINTS) Create a tittle page with the company’s logo and branding. Please add your name, date, and class information to the title page. EXECUTIVE SUMMARY (1 PAGE, 4 POINTS) After you have written your entire social media marketing plan, please summarize the main ideas in a one-page executive summary that highlights your main findings and recommendations for the company. DIGITAL STRATEGY BOARD (1 PAGE, 10 POINTS) Display the Digital Strategy Board. Determine the vision, mission, values, and general strategy of the company. Include between 4 to 5 key objectives with their metrics. Finally, give a score to each section of the social media audit. MARKET ANALYSIS (2 PAGES, 20 POINTS) Present the Market Analysis board. Pay special attention to your "What". Next to each "key role" put the name of a buyer persona. Develop at least 1 buyer persona that you believe fits the key roles. Use the template provided to develop this buyer persona. Explain the social media insights for the buyer persona you chose. Use this Buyer Persona Template Download Buyer Persona Template to create your buyer persona. COMPETITION ANALYSIS (2 TO 3 PAGES, 25 POINTS) Present the REAL competitive analysis board with between 30 to 40 Success Factors and Distinctive Competencies, discuss only four to five main success factors and distinctive competencies, and analyze how Dirty Dough stands in those success factors and distinctive competencies in relation to each of the following competitors: Crumbl Cookies Chip Crave Cookies SOCIAL MEDIA CAMPAIGN CONCEPT (1 TO 2 PAGES, 20 POINTS) Present the Inspiration Board. Separately, explain your creative concept, the brand personality, the brand attributes, and the brand value proposition. This section should also include the brand’s verbal identity, with phrases, hashtags, and idioms that the brand should use. Remember that this campaign should be in line with the Mission, the Vision, the Values, and the Reference Market you worked on previously. In this section, you should also propose a social media post design template that is consistent with the creative concept. Present a post design adapted for each platform, such as Facebook, Instagram or Pinterest. SOCIAL MEDIA COMMUNICATIONS PLAN (2 TO 3 PAGES, 20 POINTS) Discuss between 1 to 2 key strategies. For example: A Contest A promotion A branding campaign A social media challenge An influencer marketing strategy A co-branding strategy Each strategy should have a general objective, and a theme and should fall under one of the four types of general strategies (AIDA). You should also design a couple of posts for each strategy using the theme template you design for the "Inspiration" board. Rubric Content: Title: Create a tittle page with the company’s logo and branding. Please add your names, date, and class information to the tittle page. Executive Summary: After you have written your entire social media marketing plan, please summarize the main ideas in a one-page executive summary that highlights your main findings and recommendations for the company. Digital Strategy: Display the Digital Strategy Board. Determine the vision, mission, values and general strategy of the company. Also number between 4 to 5 key objectives with their metrics and enumerate the key products and services that drive sales and margin. Finally, write down the social media audit scores. Market Analysis: Present the Market Analysis board. Propose a solution. Once you innumerate your key roles, develop the buyer persona(s) that you believe fit those roles. Finally, explain your social media insights. Real Competitive Analysis: After you present the REAL competitive analysis board, explain who your competitors are and why. Then, explain your main success factors and distinctive competences. Social Media Campaign Concepts: Present the Inspiration Board. Separately, explain your creative concept, the brand personality, the brand attributes and the brand value proposition. Remember that this campaign should be in line with the Mission, the Vision, the Values and the Reference Market you worked on previously. In this section, you should also propose a social media post design template that is consistent with the creative concept. Present a post design adapted for each platform, such as Facebook, Instagram, and Pinterest. Impulse: Discuss between 1 to 2 key strategies. For example: A Contest A promotion A branding campaign A social media challenge An influencer marketing strategy A co-branding strategy Each strategy should have a general objective, a theme and should fall under one of the four types of general strategies (AIDA). You should also design a couple of posts for each strategy using the theme template you design in for the "Inspiration" board.
