smm ppt updated
TRANSCRIPT
The power of parenting begins with a community.an awareness campaign developed for yellowbrick.me
Group Members: Warren, Lexy, Matthew, Caroline, Barbara, Maryna
We were asked to:
Drive conversion
Create awareness
Build brand affinity
Campaign Strategy
create awareness
educate target
drive conversion
Situation Analysis
• target market is too broad • overarching message
strategy hasn't been defined • not apparent call to action
Target Market
parents caregivers counselors
what do they have in common?
they strive to be successful parents, caregivers and
educators.
Message Strategy• Incorporate elements of emotional marketing into
our awareness campaign • neuro-imagery shows that when evaluating
brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).
• For our overarching messaging strategy, we decided to address issues related to parenting and the pace technology is evolving.
• Yellowbrick.me will leg up and bridge that gap for parents, caregivers and counselors (competitive advantage).
Media Plan
• Facebook Sponsored Ads
• Google Adwords
• Yellowbrick.me • Facebook • Twitter • Pinterest • Instagram
• we are looking to leverage shares, mentions, reviews and posts.
Objectives• Produce two articles a week that bring over 50 views
• Engage readers through user reward system
• Drive engagement by producing thought provoking topics that stimulate at least 5 comments on each blog post.
Tactics
Parents need to unplug
As a babysitter, I have witnessed
how technology has affected the
lives of the children that I
watch. Your children are not the
same around you as they are their
babysitter. Sometimes, the
babysitter doesn’t want to be as
hard on the children. Maybe they
will give them some extra tv time
or let the play with their tablets
a little longer.
As they grow up, the technology gets more engaging.
As a babysitter, I have watch some children for date nights, but my
main focus was the family I have worked for the past seven years.
When I originally met the family, the oldest girl was in first grade,
now they are in 7th grade and a freshman in high school. Over the
past nine years, technology has drastically changed. It is crazy to
see how dialed into technology these girls are, especially when I
compare them to how I was when I was their age.
They are dialed in all the time.
Why are they getting dialed in so soon? Parents
are giving their children smartphones and other
devices earlier in life, and these devices are
often there's, not shared. This allows them to be
plugged in all the time. Some babysitters may not
want to take these devices away from the child,
allowing them almost unlimited access while the
parents are away. The best thing you can do for
your children and your babysitter? Take away the
devices before you go out. This allows the
children to unplug and engage in more actives that the babysitter did
at their age.
Social Media Strategy
Content Calendar
Facebook Ads + Implementation
Evaluation
# of followers on each platform
unique user visits + referral
traffic
audience engagement
Facebook + Clicky analytics
Budget