Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Campaign Proposals (page 2 of 2)

Great Westerville Food Truck Festival- Campaign Proposal Write-Up

The Great Westerville Food Truck Festival provides a friendly family environment that is much more than just a food truck festival- it is a philanthropic event whose main purpose serves to benefit those in the Westerville area in need.

Our client has made a dedicated Facebook page for the event, but has strayed far from the page’s original purpose. We believe the solution to this weakness is to recenter the focus on the actual event itself, as well as its philanthropic benefits for the surrounding community. We believe creating a Twitter and Instagram account dedicated to the event will greatly benefit our client as these platforms will increase awareness and thusly attract new eyes to the event.

Team WFTF from left — Mackenzie Holden, Abbey Saddler, Jonathan Camargo

Team WFTF from left — Mackenzie Holden, Abbey Saddler, Jonathan Camargo

Our over-all goal for this campaign is to increase awareness of the Great Westerville Food Truck Festival. Our strategy revolves around highlighting the philanthropic benefits of the event, all the while generating ‘hype’ centered around the event itself through countdowns and other promotional content. To keep engagement steady year-round, our team suggests the maintenance of these social media channels on the event itself, rather than straying away from the festival, which is what the Great Westerville Food Truck Festival’s current social media presence has done.

By expanding onto other social media platforms, our team plans to grow the Great Westerville Food Truck Festival into a thriving staple of the Westerville community, both physically and virtually. To measure our success with this campaign, we plan to evaluate the campaign at three specific points in time- the beginning, or launch of the campaign, a month into the campaign, and a few weeks after the end of the actual festival. With our analysis of the festival, as well as strategically planned tactics, we believe this will help the festival accomplish its goal of increasing awareness, and thusly attendance, of the event.

Social Media Campaign Proposal

For the final project of Strategic Social Media, students designed a 3-month social media campaign proposal for their clients.  Each campaign included two social media platforms their client currently used and one platform they recommended their client adopt.  Students created a cohesive strategy that spanned all three platforms and included a full editorial calendar.  For our final class, student teams “pitched” their campaign to their peers.

You can view each team’s Executive Summary from the Social Media Campaign Proposal and their Pitch slideshow below.

Let us know which team you would hire!  You can vote for favorite team’s pitch at the end of this page.

For more information about students’ projects, contact Professor Amanda J. Weed at aw314011@ohio.edu.

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.

Stefanie Spielman Fund Final Pitch 1 Stefanie Spielman Fund Final Pitch 2 Stefanie Spielman Fund Final Pitch 3 Stefanie Spielman Fund Final Pitch 4 Stefanie Spielman Fund Final Pitch 5 Stefanie Spielman Fund Final Pitch 6 Stefanie Spielman Fund Final Pitch 7 Stefanie Spielman Fund Final Pitch 8 Stefanie Spielman Fund Final Pitch 9 Stefanie Spielman Fund Final Pitch 10 Stefanie Spielman Fund Final Pitch 11 Stefanie Spielman Fund Final Pitch 12 Stefanie Spielman Fund Final Pitch 13

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.

JOUR4530 Final Pitch ModCloth Page 1 JOUR4530 Final Pitch ModCloth Page 2 JOUR4530 Final Pitch ModCloth Page 3 JOUR4530 Final Pitch ModCloth Page 4 JOUR4530 Final Pitch ModCloth Page 5 JOUR4530 Final Pitch ModCloth Page 6 JOUR4530 Final Pitch ModCloth Page 7 JOUR4530 Final Pitch ModCloth Page 8 JOUR4530 Final Pitch ModCloth Page 9 JOUR4530 Final Pitch ModCloth Page 10 JOUR4530 Final Pitch ModCloth Page 11 JOUR4530 Final Pitch ModCloth Page 12 JOUR4530 Final Pitch ModCloth Page 13 JOUR4530 Final Pitch ModCloth Page 14

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.

JOUR4530 Final Pitch Dress for Success Page 1 JOUR4530 Final Pitch Dress for Success Page 2 JOUR4530 Final Pitch Dress for Success Page 3 JOUR4530 Final Pitch Dress for Success Page 4 JOUR4530 Final Pitch Dress for Success Page 5 JOUR4530 Final Pitch Dress for Success Page 6 JOUR4530 Final Pitch Dress for Success Page 7 JOUR4530 Final Pitch Dress for Success Page 8 JOUR4530 Final Pitch Dress for Success Page 9 JOUR4530 Final Pitch Dress for Success Page 10 JOUR4530 Final Pitch Dress for Success Page 11 JOUR4530 Final Pitch Dress for Success Page 12 JOUR4530 Final Pitch Dress for Success Page 13 JOUR4530 Final Pitch Dress for Success Page 14

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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Burt’s Bees

Executive Summary

This (proposal) will begin with the describing the background of Burt’s Bees and who its competitors are. From there we have analyzed its top current social media channels. Burt’s Bees is a leader in social media for the natural personal care products industry. With a strong following on Facebook and Twitter, it has connected with consumers in a witty and original way. The online presence of Burt’s Bees encompasses what the company stands for. Burt’s Bees operates with five social media platforms: Facebook, Twitter, Pinterest, YouTube, and Google+. While some are stronger than others, it has multiple platforms for users to connect to the brand on.

Burt’s Bee’s largest competitors include Tom’s of Maine, Aveeno, BareMinerals and Kiss My Face. These competitors all promote its brand through social media platforms as well. Burt’s Bees has two primary channels in which they market its brand to the public. Burt’s Bees could expand its social media channels by adding to a platform called Bubblews. Expanding the online presence to Bubblews would allow for Burt’s Bees customers to engage with the other customers and to produce their own user-generated content pertaining to Burt’s Bees products.

Using what we know about its current social media, we have designed a whole social media campaign for Burt’s Bee Baby Bee’s products. The second portion of the paper will give indepth detail into the summer campaign we have created to increase the sales of its Baby Bee products. The campaign utilizes Twitter, Facebook and Bubblews in order to reach its customers in a variety of platforms. The campaign will run for 3 months from June 1 to August 31. The overall goal is increase sales of Baby Bee products by 10% by August 31, 2015. We have outlined a full campaign that will help us achieve this goal for Burt’s Bees.

Elicia G., Rachael P. & Carly G. present their final pitch for Burt's Bees

Elicia G., Rachael P. & Carly G. present their final pitch for Burt’s Bees

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Appalachian Hell Betties

Executive Summary

Our priority and main goal is to recruit new members for the Appalachian Hell Betties roller derby team. This goal is going to be obtained over a three-month timeline. This promotion will start in November, just three months shy of their 2016 season in February. Specifically, we want to recruit three members for our 2015/2016 roster. We chose the number three because the sport of roller derby only has about 12 players on a team and this is a good and safe number to work with. A lot of these women have families and full time jobs, so we were cautious about how many girls we wanted to add to the team. We are going to campaign and promote the Hell Betties through three social media platforms. These include: Facebook, Twitter and Instagram. This is important for us to be successful over these social media sites because we are trying to cause awareness for the Hell Betties around the Athens community. Within each social media site, we are setting specific goals to reach over our three-month campaign.  We plan on hosting “open skate” at the Hell Betties home base so women have the opportunity to come out and skate around with current members. They are also encouraged to bring friends to try out the sport as well. Along with recruiting new players, we also want to create awareness in the Athens and surrounding communities. Roller derby is a powerful and competitive sport, and the Appalachian Hell Betties are here to entertain and promote women empowerment in the Athens County.

Lauren R., Anna V. & Amanda R. present their final pitch for the Appalachian Hell Betties

Lauren R., Anna V. & Amanda R. present their final pitch for the Appalachian Hell Betties.

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