Social Media Marketing Campaign Plan for Digital Marketing Course - Full Sail University

1. https://www.facebook.com/Helloparadiseskinandbody/
SocialMediaCampaignPlan
April Tonchuk
atonchuk@gmail.com
Photo Source: Paradise Skin and Body Instagram

2. MedicalGradeSpaService
Appearance Improving Procedures
• Chemical peels, VI Peels
• Dermal fillers such as Botox and Juvederm
• Laser hair removal and electrolysis
• Tattoo removal, Wrinkle and Scar Reduction
• Facials
• Microdermabrasion and Micro-needling
• Skin care, including medical grade products
Photo Source: Paradise Skin and Body Instagram

3. Paradise Skin & Body
Emma
• Demographics
• 25 Years Old
• Female
• College Graduate
• 75,000 Annual Income
• Single no children
• Central Florida
• Buying Habits
• Purchases skin products
once a month
• Allocates funds for skincare
• Purchases directly from spa
• Psychographics
• Concerned with health and
appearance
• Likes natural approaches to
skincare
• Business professional
• Enjoys pampering self
• Spends a lot of time online
• Values time with small group of
friends
• Uses Facebook, Instagram,
LinkedIn, Youtube, Snapchat and
Pinterest social media platforms
• Content & Messaging
• Targeted social media
messaging related to special
deals on treatments and
packages for booking CTA’s
Photo by Anna Shvets from Pexels

4. Paradise Skin & Body
Jennifer
• Demographics
• 39 Years Old
• Female
• College Graduate
• 145,000 Annual
• Divorced with Children
• Gainesville, Florida
• Buying Habits
• Purchases skincare
products online and in store
• Services twice a month
• Newsletter Updates
• Psychographics
• Wants to look younger than
their age
• Values quality over quantity
• Interacts with FB groups
about similar skin care needs
•Follows skin care blogs
•Spends time online in the
evenings
•Uses Facebook, Instagram and
LinkedIn social media platforms
• Content & Messaging
•Blog content and personalized
newsletter with booking CTA’s
Photo by Karolina Grabowska from Pexels

5. Paradise Skin & Body
Tatiana
• Demographics
• 55 Years Old
• Female
• Doctrine Graduate
• 200,000 Annual
• Divorced with children
• Alachua, Florida
• Buying Habits
• Spends monthly on skin
care products
• Subscribed to subscriptions
• Psychographics
• Wants to look maintain image
and use preventative measures
• Concerned with health and
appearance
• Enjoys time with family and
grandchildren
• Socialite
• Enjoys traveling and going on
adventures
• Only uses FB Social Media
• Content & Messaging
• CTA’s to enroll in VIP program
for service packages via social
media posts and personalized
newsletters
Photo by Tatiana Twinslol from Pexels

6. PrimaryCampaignGoals
Social Media
• Lead Generation to generate
prospects for free consultations
• Essential to turn qualified
prospects into loyal returning
customers and ultimately
advocates for the brand.
• Multiple social media platforms
will cater specific content based
on its audiences for brand
awareness and engagement.
Photo by Anna Shvets from Pexels

7. CallstoAction
• Primary - Scheduling a Free
Consultation
• Secondary - Signing up for email
newsletters
• Visiting the brands blog with
industry related content
• Building brand awareness and
engagement by sharing content
Photo by Alex Green from Pexels

8. SocialMediaPlatforms
Primary Focus
•Facebook
•Instagram
•TikTok
Photo by Tracy Le Blanc from Pexels

9. Metrics
• Improve awareness across all platforms via a brand monitoring tool for a period of 6
months to determine what content did well
• Track average engagement and amplification rates for platforms via the number of likes,
shares and comments
• Measure conversion rate of those that fill out a lead form or sign up for newsletters with
the use of actionable links in posts to see what offers encouraged conversions
• Measure click-through rate to track how often people are clicking the call to action links
associated to the content post by tracking the customized URL
• Encourage customer testimonials from the most loyal customers and provide links to
google reviews for ease and transparency
How to Measure Campaign Success

10. • Active on Facebook and Instagram
• Content consists of products, special promotions, client giveaways, and clinic behind the scenes,
procedures and staff introductions, with use of photo, infographics and video
• Followers - 1,167 across both platforms
• Engagement Rate - IG Avg likes per post = 18 with a 2.37% Engagement Rate
DermacareLaserandSkincareClinic
Gainesville,FL

11. PureAesthetics
Gainesville,FL
• Active on Facebook and Instagram
• Content consists of special promotions and giveaways, industry technology and trends, team
photos, products, procedure before and after, and recommendations
• Followers - 13,205 across both platforms
• Engagement Rate - IG Avg likes per post = 60 with Engagement Rate of .68%

12. SuccessfulCampaigns
Instagram
• Couture Med Spa in Winter Park, FL
• Posts content related to certain procedures
and directs audiences to learn more via the
blog through their linktree in the bio. They
also use hashtags related to the procedure,
company, location and what it is related to.
• They also promote giveaways for special
products and services which promotes
awareness and generates engagement within
the comments to tag additional friends.

13. SuccessfulCampaigns
TikTok
• Dr. Mamina is a dermatologist who posts
short videos about how-to treat, behind the
scenes, tips and recommended products for
all budgets. She doesn’t promote her
practice just that she’s an authoritative brand
for the skincare industry.
• Beauty Boost Med Spa uses TikTok to
campaign about procedures and promotes
different types of services along with do’s
and don’ts of aftercare. They also use
trending TikTok’s within their campaigns to
share their message.

14. SuccessfulCampaigns
Facebook
• Use of Infographics for audiences to easily
digest the information. The information is
useful and provides a solution for the
audience to keep coming back. The focus is
awareness of skin health, while also
promoting a product.
• Providing video content of behind the scenes
and an overview of the location and what
clients will experience when they arrive. It
allows the audiences to become more
comfortable and a sense of what to expect
upon arrival. It shows that extra level of
service and pampering.

15. Instagram
ContentPlan
•Highly Visual artistic and consistent infographic and photo content that resembles the brands message and branding
colors.
•The content will include behind the scenes of services offered, customer before and after photos, special promotional
deals, and any special giveaways. Our target audience for Instagram is a younger audience who want interesting subject
matter with which they can resonate with.
•This content will be shared one to two times per week and provide valuable and useful information to the audience.
•Once a month we will post links to blog content about the medical spa industry to curb negative perceptions while setting
the brand an authoritative source for information in the community. The calls to action will direct audiences to our
“linktree” link where audiences can connect with our website, blog, free consultation form, and sign up for our monthly
newsletter. This will help us track metrics for engagement and amplification calculations, along with click through rates.
• We will use hashtags associated with the brand like name, location, industry but also specialized hashtags related to
products and procedures.

16. ContentPlan
•Audio and visual content will consist of short videos with topics related to skincare and industry
standards.
•Videos will consist of topics related to informative solutions to skincare, myths, top 5 recommended
products and behind the scenes procedures
•This content will be shared once per day, no more than 5x’s per week to continue engagement while
providing valuable and useful information
•The calls to action will direct audiences to our link within the bio where audiences can connect with our
website, blog, free consultation form, and sign up for our monthly newsletter. This will help us track
metrics for engagement and amplification calculations, along with click through rates.
•We will use hashtags associated with the brand like name, location, industry but also specialized hashtags
related to products and procedures. In addition we will include related tiktok content category hashtags.
TikTok

17. ContentPlan
•Highly visual video and photo content including infographics
•Content will provide information on weekly specials, client testimonials, procedures and
treatments, local happenings, and information related to skincare routines and products
•Content will be shared no more than three times per week.
•Calls to action will include directing audiences to other social platforms, blog content, and website
•We will use hashtags associated with the brand like name, location, industry but also specialized
hashtags related to products and procedures.
•Metrics chosen will allow us to determine if the content worked or not. If it did we can continue to
create content in that way or adjust our content as needed if the calls to action are not generating
the traffic we were expecting.
Facebook

18. PlatformPromotion
Cross Promotional Content
•Would post video of a clients treatment being
done on Facebook to suggest audiences to
head over to Instagram to see before and after
results.
•This can allow the audiences to see the clients
journey through their specialized treatment
plans.
•Ultimately, would encourage this trend across
all platforms, so while the campaign is related
the content will actually be visually different
(video/photo/links)

19. Influencers
Incorporating in Social Campaigns
•Instagram/TikTok Influencer and Local
Business collaborations
•Ask would be to share information about
their positive experiences and the
background about who and what the business
does
•Collaborate on events hosted at the local
business location
•Compensation would include discounts on
services and products, and promotion of
local businesses in return at spa location

20. EditorialCalendar
May 2021 - 4 Weeks

21. Instagram
Sample Media - Consultations/Engagement
• Mother’s Day Promotion Special -
May 7th - Book session by May 15th
• New Blog Post Alert - Call to action
to check out the link in Instagram
bio.

22. Facebook
Sample Media - Consultations
• May Specials Light Therapy
Sessions - BOGO - Consultation
Link
• VIP Program Video Promotion -
Information regarding program
with link on free consultation

23. TikTok
Sample Media - Engagement/Awareness
• Blog Post Alert - Vitamin C Benefits
• Do’s and Don’ts of SkinCare Video -
• What Cleansers are best to use
• Microdermibrasion or Don’t?
• Hyaluronic Acid
• SPF is a Must
• Clay Masks or Aloe Masks?

24. AmplificationStrategies
Blog posts provide useful and helpful content targeted exclusively for
Paradise audiences who are interested in the specialty or niche of medical-
grade skincare and beauty.
Advertorial with the Lead Esthetician or Nurse Practitioner, to offer an
interview on their expertise to promote the medical spa and the industry.
All of these amplification resources could help with lead generation and
awareness. The use of hashtags can help tag in awareness, while blog titles
and advertorial titles can help increase SEO.

25. FacebookandInstagram
Facebook Ad Manager
5/1/21 - 5/31/21
$800 Lifetime Budget
Specifically Gainesville 25+ Miles
Instagram Promoted Posts
Budget

26. -Coco Chanel
“Nature gives you the face you have at 20. It’s up
to you to merit the face you have at 50.”
Photo Source: Paradise Skin and Body Instagram