Part 4: Campaign #1 Implementation, Monitoring & Metrics

Points: 50 pts
Due date: Wed, Mar 20
Resources: Assignment templates, Weebly, Google Ads, Constant Contact, Facebook for Business, Instagram for Business, Google Analytics.
Summary: The goal of Part 4 is to implement, monitor, and measure Campaign #


Template

Use this template to turn in your assignment.

Reference Material


Step 1: Implementation

Campaign Implementation will be approximately three weeks. You’ll run your campaign for one week, pause it over Spring Break, then you’ll run it for one more week.

A. Update Your Strategy

First, update the Digital Campaign Strategy you developed in Assignment 3A, based on your lessons learned from your Test campaign.

B. Create New Website Content

  1. Create a Campaign Landing Page, as a blog post in Weebly, using the instructions provided above in Campaign 1 – Setup (Part 1)
  2. Revise and improve the content to the existing webpages on your Weebly site, so it is more complete and is optimized for organic search (SEO).

C. Create New Social Media Content

Your team will create the following social media content in support of your campaign goals using your campaign theme. Your posts on Facebook and Instagram should inspire followers to register for your grand opening event and incorporate appropriate messaging and hashtags based on your campaign theme.

  1. Facebook event page
    • Based on the example in the Campaign 1 – Setup (Part 1) powerpoint
  2. Facebook posts (2)
    • FB Post #1: Include a photo that incorporates your company logo, created using Canva or your image editing tool of choice.
    • FB Post #2: Include a 15-30 second horizontal video, created in Adobe Spark or your video editing tool of choice.
  3. Instagram posts (2)
    • IG Post #1: Include a photo that incorporates your company logo, created using Canva or your image editing tool of choice.
      FB Post #2: Include a vertical video that is at least 10 seconds.

D. Create New Paid Media

You’ll use the lessons learned from your Google Ads – Test Campaign to create a new campaign using new keywords and ads. Follow the instructions provided in the Google Ads Instructions for Campaign 1 to create and launch your campaign, which will include:

  • A new Ad Group with new keywords
  • 3 new Google ads

E. Create and Send Email Content

Follow the instructions for Creating emails in Constant Contact to sign up for a free account using your team Gmail address. Then, follow the instructions on Steps 4-12 to create an email promoting your grand opening that meets the following requirements:

  • An image header based on the theme and style you used for your Campaign Landing Page.
  • A 100-word message based on the press release you wrote in the previous assignment.
  • A button with a call-to-action, prompting readers to visit your Campaign Landing Page.
  • A disclaimer 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.

Once you’ve completed your email, follow the instructions on Steps 13-14 in the Creating Emails in Constant Contact document to send your email to at least 10 friends and family.

Step 2: Campaign Monitoring and 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.

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 Adwords 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.

Turn It In

  1. A template is provided for Part 4: Campaign #1. Use this to turn in your work.
  2. Once you have completed your campaign, review the document you completed. Make sure all elements are complete, proofread and spellcheck.
  3. Have one person on your team submit the file to the designated dropbox in Blackboard.
  4. Have one person on your team email the file to your designated Campaign #1 Review Partner Team: See List

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.