Part 3: Campaign Strategy, Messaging, and Test Campaign

Points: 30 pts
Due date: Mon, Feb 25 at 11:59 p.m.
Resources: Assignment templates, Weebly, Constant Contact
Summary: The goal of Part 3 is to plan your strategy and begin developing content for your first campaign.

Assignment Files

Overview & Test Campaign Setup Slides

Key Performance Indicators (KPIs) for Paid, Earned, Shared, and Owned (PESO) – Presentation

Google Ads Test Campaign Setup – Instructions



Since the semester kicked off, you have established the foundation for an integrated digital marketing campaign that you will create, implement, and monitor progress. Here is what you have accomplished in Parts 1-2:

  1. Identified the problem – or challenges your semester-long project will address
  2. Established a vision and goals for your fictional organization, and identified who you are, what you do, and who you want to reach
  3. Completed an exercise in naming your organization – taking into consideration keywords, urban slang, and trademark
  4. Established a foundation for your project – identifying your organization’s mission, philosophy, and tone, conducting a SWOT analysis and mini competitor review, and crafting core messages for your organization through 5W’s, key terms and phrases
  5. Designed a logo and visual identity for your organization
  6. Created a profile of your ideal customer by outlining characterizations, level of awareness, goals and motivations, challenges and frustrations, and media usage habits
  7. Established a plan and vision for your website and social media engagement strategy
  8. Created and designed the first phase of a website for your fictional organization including top level pages (about, who we are, what we do, blog, contact) and the integration of Google Analytics, and search engine optimization on every page (title, description, keywords, and phrases)
  9. Established the first phase of a Facebook page and Instagram for Business account including about and bio information and images, as well as your first posts for your blog, Facebook, and Instagram assets formally introducing your fictional organization to friends, family, and fans

So, before we go to the next stage. Please pause and CELEBRATE! You have accomplished a lot in such a short time. You should be very proud of yourself and take great pride in your work.

Part 3: Digital Marketing Campaign Strategy

Now that you have completed your foundation for your company’s online presence, you are ready to begin developing the strategy and digital content to bring your organization to market! In this lesson, you’ll develop a strategy for your first campaign, the key messages for the campaign, and the core content for your grand opening. Then, you’ll define the Key Performance Indicators (KPIs) you’ll use to measure your campaign success.


Assignment 3A: Campaign Strategy & Core Messaging

Transfer the Assignment 3A Template to your Google Drive. Then, using the template as a guide, define and complete the following in the context of your Grand Opening campaign.

  1. Campaign Goal
  2. Campaign Theme
  3. Audience
  4. Press Release

Assignment 3B: Test Campaign

  1. Create a Welcome post on Facebook – if you haven’t already, create a simple post on your company Facebook page. Welcome your potential followers and give them a reason to like and/or share the post and follow your page. Make sure to include:
    1. a photo
    2. a link to your website
  2. Create a Welcome post on Instagram – if you haven’t already, post your first image on your company Instagram page. Include a welcome message to your followers and give them a reason to like your post and follow your page.
    1. Make sure to include at least two hashtags that are appropriate for your business and/or area of interest
  3. Weebly Event Media Release – post the Grand Opening media release you created in Assignment 3A as your first post in the blog on your Weebly site.
    1. Create the category “events” and assign it to your media release
  4. Google Ads Test Campaign – follow the instructions on the Google Ads Test Campaign Setup Instructions to run your test campaign
    1. You will run your test campaign for two days. Then, you’ll use the results to complete Assignment 3 – Part 3C.

Assignment 3C: Test Campaign Results

WARNING: Don’t complete Assignment 3C until you’ve run your Google Ads Test Campaign!

Reference: Article from on viewing your Instagram analytics (2018, Nov 30)

Download a copy of the Assignment 3C Template to your team’s shared Google Drive. Make sure to convert the file to a Google Slides document. Then, complete the template based on the results of your test campaign.

You’ll use the insights from your Test Campaign to refine your strategy for Campaign #1 in the next part of the Semester-Long Assignment.

Turn It In

  1. Once you have completed all three parts of the assignment, review the documents you completed. Make sure all elements are complete, proofread and spellcheck.
  2. You’ll turn in two documents for this assignment, the completed templates for Assignment 3A and Assignment 3C.
  3. Have one person on your team…
    1. Go to Blackboard > Dropboxes: Assignment Dropboxes > Semester-Long Project Part 3
    2. Go back to Google Drive
    3. “Share” your document for Assignment 3A by clicking the “Share” button
    4. Click on “Get Shareable Link” (using the drop-down box, make sure the setting for the link is set to “can edit”)
    5. Copy link
    6. Go back to the drop box and paste in the link (CTRL>V) or right click > paste
    7. Follow the same procedure for the document you created in Assignment 3C
    8. Submit the assignment

Grading Criteria

Using elements of a “Research, Writing, and Creativity” rubric – your work will be evaluated using the following criteria:

  • Research and Preparation: Student demonstrates thoughtful preparation and research
  • Content: Meets all the criteria for the assignment. All content is in the students’ own words (or cited appropriately) and is accurate.
  • Complete and Thorough: All aspects and sections of the assignment are completed in full with no holes. Demonstrated ability to research to complete all tables, templates or outline requirements
  • Creativity: Students demonstrate creativity and innovation in completing the assignment content and any layout or design elements. The final product is unique, powerful, effective, and compelling.
  • Conventions: Document is easy to read and all elements are very clearly written, labeled. The document has no misspellings or grammatical errors. All template elements or outline sections are complete and thorough.