Points: 50 pts (team task)
Due date: Campaign implementation is approx. Oct 16-27. You will complete your metrics report in time for the Oct 30 status report. Your L4 tutorial, peer evaluation, and reading assignments are all due by Nov 4.
Resources: Google Docs, Google Slides, Canva, Adobe Spark, Google Ads, Google Analytics, Facebook, Instagram, SproutSocial
Summary: Campaign #1 digital content creation, campaign implementation, and metrics Part 4 Overview Slide


Overview

Note: A Google Slides template is provided for Part 4 as well as an assignment task sheet

In Part 4 you will implement, track, and measure campaign #1. Assignment components:

  1. Setup and scheduling in SproutSocial for Facebook and Instagram posts
  2. Digital content creation and implementation (posting) for the list below. You must have all materials created, posted or distributed prior to Fri, Oct 25 as you will be collecting metrics on Mon, Oct 28.
  3. Campaign metrics report

Reference Materials

Steps

Step 1: Access your team’s shared Google Folder

  • There you will find two documents:
    • Part 4 Team Assignments (to determine who is doing what)
    • Part 4: Campaign #1 Implementation & Metrics Template (Google Slides). Reference: Example Part 4 with Sang To-Go

9a Teams

10a Teams

Step 2:  Set up a single SproutSocial account for your team

[follow tutorial on Oct 14]

Step 3: Campaign #1 Digital Content Creation and Implementation

Starting Oct 14 you will initiate Campaign #1 digital content creation and implementation of digital content using the digital calendar you created in Part 3 (placements of social media posts and blog posts between Oct 16-25), in addition to creation and scheduling of Google Ads and one email in Constant Contact

  1. 5 Facebook posts : Refer to Part 3 Campaign Calendar for topics and assignments
  2. 5 Instagram posts: Refer to Part 3 Campaign Calendar for topics and assignments
  3. 2 Weebly blog posts: Refer to Part 3 Campaign Calendar for topics and assignments
  4. 4 Google Ads: You will create four Google Ads all around campaign #1. Messages can be similar but each ad should be slightly different. Refer to the tutorial for more instructions.
  5. 1 Constant Contact Email: Topic for this email is your choice but should be in-brand, and in line with your campaign #1 messages. Refer to the tutorial for instructions.
    • Other requirements:
      • Incorporate an image header based on the theme and style you used for campaign #1
      • A 100-word message relative to campaign #1
      • A button with a call-to-action, prompting readers to visit your Campaign Landing Page.
      • A disclaimer in the footer that this is a mock campaign: This email is part of a mock communication campaign created for educational purposes as part of COMSTRAT 310 Digital Content Promotion in The Edward R. Murrow College of Communication at Washington State University. A student team member sent this email to you as part of their team campaign.
      • Distribute the email no later than Mon, Oct 21 so you have time to collect metrics

Step 4: Campaign Metrics

Throughout the campaign and upon completion, you will monitor, adjust, and report on campaign metrics for your website and blog, social media channels, online ads, and email. In addition to monitoring and tracking metrics, you will provide a reflection at the end of the campaign that articulates what you saw, what you learned, and what you will do differently for Campaign #2.

Around Oct 28 you will fill out your metrics summary sheet provided in the template. Completing this metrics sheet will be a guided activity by the instructor.

Summary of metrics you will track

  • Web metrics using Google Analytics with an emphasis on audience behavior, traffic sources, visitor information, and best-performing pages
  • Facebook activity using Facebook Insights including likes, shares, comments, and engagement
  • Instagram activity including impressions, reach, and engagement
  • Google Ads performance including impressions, clicks, click through rate (CTR), cost per click (CPC), and keywords
  • Email performance using Constant Contact Reports for open rate, number of emails sent, bounces, opens, and click thru rate.

Screenshot Tips:

  • For screenshots on a PC – go to your start button > search for “snipping tool” > right-click and “pin to taskbar” > select the icon > use the “T” tool (plus sign) icon to make a box around the area you want to capture > save as jpeg or copy/paste into the slides. On a Mac – Command > Shift > 4 to grab a picture of just part of the screen
  • To view your final Google Ads – log in to Google Ads > Campaigns > Ads & Extensions > select “More Details” at the top and you will see images for your ads on the left. Take a screenshot > place into doc

Step 5: Turn it in

  1. QA check your Part 4 template doc – make sure it is complete
  2. Open Blackboard > Assignments >  Lesson 5 folder
  3. “Share” your Part 4 Google Slides from Google Drive
  4. Copy shared Google Slides link in Blackboard dropbox folder

Grading Criteria

For this task I am going to pay close attention to application of best practices for professional communicators in writing, editing, and use of format and style. I will focus on creativity, accuracy (spelling, grammar), formatting (layout), and completeness of the task.