Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Spring 2015 (page 1 of 3)

Destination Donuts Social Media Campaign Proposal

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Dress for Success Columbus Social Media Campaign Proposal

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Stefanie Spielman Fund Social Media Campaign Proposal

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Burt’s Bees Social Media Campaign Proposal

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Appalachian Hell Betties Social Media Campaign Proposal

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ModCloth Social Media Campaign Proposal

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Stefanie Spielman Fund

Executive Summary

From November through January, our comprehensive social media campaign will not only alert the unfamiliar to the Stefanie Spielman Fund for Breast Cancer Research, but will also promote their upcoming Stefanie’s Champions Run/Walk, a 5K race used to increase donations and support for breast cancer research. Using the three biggest social media sites used by our target demographics, Facebook, Twitter and YouTube, our campaign will extensively feature the brand’s biggest ambassadors: Stefanie’s family. Using the already visible ESPN analyst and former collegiate and professional football player Chris Spielman, along with his highly popular children, Madison, Noah, Mason, and Audrey, our campaign will not only be a talking point among Columbus natives, but has the potential to make national headlines.

The Spielman family’s efforts will be more than just promotion, as they will train and ready themselves for the 5K along with all the other participants, logging their progress and offering motivation for participants. Maddie Spielman will host group runs in Columbus each Saturday, encouraging others to join her. Video diaries from Maddie will hit YouTube each Friday, which will inspire others to participate, and photos from the group runs will be posted on Facebook each Sunday. Motivational posts, offering words of encouragement for those battling cancer and training for the 5K, will hit all social media channels each Monday, with Tuesdays being used for Transformation Tuesday, where Facebook and Twitter will host inspirational posts from breast cancer survivors showing their transformation from patient to survivor. Chris Spielman will post links to the race page and messages on Saturday to capitalize on his football audience, and messages from the whole Spielman family, via video and written word, will be posted on each major U.S. holiday.

Whether battling cancer or training for a big race, you need a support system, a family, to make it through. Our social media campaign creates a support system and invites donors to be a part of the Spielman family.

Nick H., Katie, T., Ashley T. & Betsy N.  present their final pitch for the Stefanie Spielman Fund.

Nick H., Katie, T., Ashley T. & Betsy N. present their final pitch for the Stefanie Spielman Fund.

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ModCloth

Executive Summary

ModCloth, an online-based store, is a brand that has a young, quirky feel to it. Based solely online, ModCloth has a massive already existing presence on social media platforms such as Twitter and Instagram. We want to expand on that presence by revamping Modcloth’s already present Wanelo account. With a decently large following on Wanelo it would be a great way for Modcloth to increase sales and awareness of the brand. Our plan is to launch a social media campaign using Instagram, Twitter, and Wanelo called #RoomoftheWeek. The campaign will span over three months with an overall goal to increase ModCloth’s sales by 30%, which would be 10% per month of the campaign.

Instagram is going to be where the posts of the #RoomoftheWeek will be featured. The #RoomoftheWeek campaign encourages customers to go to ModCloth and make purchases from the “Home & Gifts” tab by featuring the items present in the #RoomoftheWeek posts as 20% off the original price. Instagram will also be used to increase ModCloth website visits by 10% by featuring a unique link to the ModCloth website in the ModCloth’s Instagram’s bio.

Twitter will be used to create overall awareness of the “Home & Gifts” tab by 10%. With Twitter it is easy to share information with numerous people at once, and retweeting helps to fuel the spread of messages. By using Twitter to make people aware of ModCloth’s #RoomoftheWeek campaign we will be able to draw in new shoppers to ModCloth, therefore increasing sales and the conversation about ModCloth.

Even though ModCloth already has a Wanelo page, Wanelo will be a new platform being introduced to ModCloth because of the lack of the pages current neglect. Wanelo is a key platform in the campaign because towards the end of the campaign there will be a contest where shoppers will create their own #RoomoftheWeek board on Wanelo with a chance to win a $50 gift card to ModCloth. This campaign will increase sales overall by 30% in three months with the help of Instagram, Twitter and Wanelo.

Gina R., Caroline W. & Olivia U. present their final pitch for ModCloth

Gina R., Caroline W. & Olivia U. present their final pitch for ModCloth.

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Dress for Success Columbus

Executive Summary

Why should Dress for Success Columbus hire us? Our social media campaign proposal for Dress for Success Columbus will efficiently assist it in getting a message out about a great opportunity for women in the community. We have carefully researched the company and its biggest competitors; its current social media channels; its strengths, weaknesses, opportunities, and threats; and lastly, its opportunity for a future social media channel as a means of attracting and engaging with consumers. Over the course of three months (June, July, August) we hope to increase the mentor program by 4%.

By using the social media platform–Instagram–which is regularly used by Dress for Success Columbus, but also widely and popularly used by women all over, we hope to attract new volunteers to the mentor program. Our post will not only be visually appealing to the individual scrolling through Instagram, but it will also consist of an incentive that will drive a woman in her 30s to 50s to want to join the program. Any woman who joins the mentor program will have the opportunity to have a huge impact on one woman’s entire life. Not only will she serve as a guide for another woman, but she will also create a long-term relationship and support system for the woman in need as well.

At the end of the three month period, the mentors will have the opportunity to be nominated and recognized for all the good they have done within the program. The woman who receives the greatest, most humble and genuine recognition will have the opportunity to buy a whole new professional wardrobe from Talbots–one of Dress for Success Columbus biggest community partners. We hope that the combination of this shopping spree and the overall rewarding experience one will gain will be enough incentive for one to join the mentor program at Dress for Success.

Delysia E., Sophie R. & Casey W. present their Final Pitch for Dress for Success Columbus

Delysia E., Sophie R. & Casey W. present their final pitch for Dress for Success Columbus.

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Destination Donuts

Executive Summary

Our group was given the task of launching a social media campaign proposal for a small luxury dessert brand called Destination Donuts. Heather Morris, the founder of the Columbus-based donut shop, is growing her business by expanding locations to The North Market and producing a higher volume of advanced orders. Destination Donuts is a luxury donut shop that creates unique, flavorful desserts with a plethora of local and organic ingredients.

Outreach efforts are abundant. The social media team has proposed an extensive three-month plan to utilize major social platforms including Instagram, Facebook and Twitter to increase online engagement and interactions between Destination Donuts and customers. The targeted audience is the entertainers; people who need desserts for weddings, birthday and graduation parties. Destination Donuts can provide a fresh take on traditional catering necessities for any event.

Key factors that influence our research are production capabilities, staff size and online presence. Our client is growing steadily, so the proposed statistics are reflective of the demand that the company can realistically meet. Overall, the end goal is to meet all objectives and create a strong online presence for Destination Donuts that helps increase advanced orders and a higher profit for the business in the future.

Allie W., Jenna F. & Kate K. present their final pitch for Destination Donuts

Allie W., Jenna F. & Kate K. present their final pitch for Destination Donuts.

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