In this project, students will act as a social media marketing agency tasked with creating a compelling marketing strategy and campaign recommendations for a real or hypothetical client. The goal is to apply social media marketing best practices, strategic thinking, and creativity to develop a cohesive, data-informed plan that drives brand awareness, engagement, and/or conversion.
Deliverable:
A polished marketing presentation (using the provided template) that outlines a social media strategy and proposed campaign ideas. The presentation will include research, audience targeting, platform strategy, content ideas, KPIs, and mock creative examples.
Key Components of the Presentation:
- Client Overview
- Brief background of the client or brand
- Industry context and brand positioning
- Business & Marketing Objectives
- What is the client trying to achieve? (e.g., grow followers, increase engagement, drive traffic or sales)
- Target Audience
- Demographic and psychographic profiles
- Audience behavior and platform usage
- Competitive Analysis
- Overview of 2–3 key competitors' social presence
- What’s working well for them? What’s missing?
- Platform Strategy
- Recommended social platforms (e.g., Instagram, TikTok, LinkedIn)
- Justification for each platform choice
- Content Strategy & Campaign Ideas
- Suggested content pillars
- Sample content (captions, visuals, post formats)
- Campaign concepts (promotional, seasonal, brand-building, etc.)
- Paid Strategy (Optional for Advanced Students)
- Budget allocation
- Ad formats and audience targeting
- KPIs & Success Metrics
- How will success be measured?
- Suggested tools or benchmarks
- Summary & Recommendation
- Key takeaways
- Next steps or long-term vision
Tools You May Use:
- Canva, Figma, or PowerPoint for mockups
- Instagram Insights, Meta Ads Library, TikTok Creative Center, and other platform tools for research
- AI tools (optional) for brainstorming or drafting sample content
Evaluation Criteria:
- Strategic clarity and creativity
- Alignment with client goals and audience
- Practicality and feasibility of campaigns
- Visual presentation and storytelling