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 email@example.com.
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.
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.
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.
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