Points: 50 pts (team task)
Due date: Campaign implementation is approx. Nov 6-18. You will wrap up your campaign metrics on Nov 18 and turn your Part 5 template in by Fri, Nov 22.
Resources: Google Docs, Google Slides, Canva, Adobe Spark, Facebook/Instagram Ads, Google Analytics, Facebook, Instagram, SproutSocial
Summary: Campaign #2 digital content creation, campaign implementation, and metrics Part 5 Overview Slide


Overview

Note: A Google Slides template is provided for Part 5 as well as an assignment task sheet

In Part 5 you will implement, track, and measure campaign #2. The theme for Campaign #2 is EVENT. This can be a sales, event, fundraiser, holiday party, or other special occasion. It should have a specific start and end date, location (even if online), and hashtag(s).

Assignment components:

  • Campaign #2 landing page in Weebly
  • 1 blog post
  • 1 email in Constant Contact
  • 5 Facebook Posts
  • 5 Instagram Posts
  • 3 Facebook/Instagram Ads

Reference Materials

Steps

Step 1: Access your team’s shared Google Folder

  • Part 5 Team Assignments (to determine who is doing what)
  • Part 5: Campaign #1 Implementation & Metrics Template (Google Slides).

9a Teams

10a Teams

Step 2:  Create your materials for Campaign #2 including:

ChannelTopicCall to action link
Weebly page
> (tutorial)
> (example)
Within your existing Weebly site, create a Campaign #2 landing page promoting your eventLink to Campaign #2 landing page URL
Blog postFAQ List: Create a list of 5-10 questions and answers that potential customers might ask about your company, products, or services. Be sure to not only pose the question, but answer it as well.With a “learn more” prompt, link to What We Do page or other page that showcases your products and services
Constant Contact emailThe email should thematically match your campaign #2 landing page in overall look, message, and tone. Reminder to include “this is not a real company” disclaimer in the footer. Send to 10 people on your personal contact list.Link to Campaign #2 landing page URL
Facebook posts1) Event post promoting your event
2) Inspirational quote
3) Post related to your campaign – focused on benefits vs. sales message
4) “Did you know?” post related to your blog FAQs
5) Facebook story, meme or poll – your choice on topic
1) Link to Campaign #2 landing page URL
2) Link to home page URL
3) Link to blog post for FAQs
4) n/a or your choice
5) Incorporate campaign hashtag
Instagram posts1) Instagram story promoting your campaign #2 event
2) Boomerang of your team or something else in-action
3) “Did you know?” post related to your blog FAQs
4) Inspirational quote
5) Another Instagram story, poll, photo collage, etc. – your choice on topic
Incorporate campaign hashtag
Facebook/Instagram Ads
> (tutorial)
> (example)
1) Ad designed in Canva (20% rule)
2) Photo carousel ad (2-3 images)
3) Boosted post ad
Link to Campaign #2 landing page URL

Step 3: Populate your Part 5 Template + Campaign #2 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. As you did with Part 4, you should populate your Part 5 template as you go. 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 overall impressions. We will gather all metrics on Mon, Nov 18.

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
  • Facebook/Instagram Ads performance including people reached, engagements, and clicks
  • 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
  • Note: to screenshot your ads, go to your Facebook page > Manage Promotions > select the ad > to the right of the preview > select View Ad

Step 4: Turn it in

  1. QA check your Part 5 template doc – make sure it is complete
  2. Open Blackboard > Assignments >  Lesson 6 folder
  3. “Share” your Part 5 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.