1. FINAL Assignment: Strategic Social Media Marketing Proposal (200 pts total)
Make sure we have full paragraph intros and conclusions
Each group is required to review a client's presence online, analyze what’s available and being
used effectively in the client's area of expertise, and direct that client towards a full social media
marketing proposal. Once teams have completed, printed, and submitted their proposal (in a
complete full sentenced outline form), they will provide a 15-minute pitch for their client on Dec
7th
or 9th
, followed by a brief 5-minute client Q&A. Here’s what you will need to cover in your
outline/pitch.
Report Contents (160 pts)
I. Introduction- Preview the key points of your pitch (under a 1min)
II. The Potential- Identifying Consumers and Consumers’ Needs. (under 3 min)
a. Desired Consumers’ Personae (based on earlier interview with your client, as well as
research in the field)
i. Current and Potential Consumers’ common demographics
ii. Current and Potential Consumers’ common psychographics
b. Reasons for valuing this consumer over others
c. Current and Potential Consumers’ needs and reasons for using your client’s services (as a
whole…not just social media)
d. Where does your client’s desired consumer spend their time online and why. (Touchpoints:
Support your answers)
III. The Solution- Propose your Social Media Marketing Strategy and Objectives (under 6
min)
a. Social Media’s Current influence on Brand Identity and Consumer satisfaction (Current
promises and delivery) (Please give examples)
i. Brand Identity on social media sites
ii. Current Success and Oversights (Current Values)
iii. What does this information say about the needs we are meeting
(What should we keep)?
iv. What needs seem to be overlooked or energy wasted (What should
we change)?
b. Social Media Strategy
i. Social Media Brand Personae and Promise
1. Brand Promise
2. 2. Brand Personae
ii. Social Media Strategic Approach
1. Touchpoints, Unique Promise, Execution, Justification and Objectives for each specific
channel (See chart at the end)
2. Touchpoints, Unique Promise, Execution, Justification and Objectives for each specific
channel (See chart at the end)
3. Etc.
IV. Identify Desired ROI (under 3 min)
a. Identify Cost
i. Time and Energy
ii. Resources
iii. Money
iv. Etc.
b. Identify Measurement and Reward
i. How will you measure your success?
ii. What do you hope will be the outcome of your proposal? (Success
Values)
V. Conclusion (under 2 min)- Summarize key points and insight gained from this study
Citations/References APA or MLA Style (your choice)
Appendix A
Social Media Strategy
Channel Unique
Promise
Execution Objective Objective Justification
Facebook
Blog
Email
Twitter
Pinterest
Youtube
Instagram
Podcast
3. * Each social media channel is placed in hierarchical order from most important to least
important.
Appendix B
Appendix C
Once completed, students will place their written outline in a single MSWord Document saved
under “Team Leader’s Last name, Final” (e.g. “Leverett, Final”) and upload the document to
Blackboard. Documents for this assignment will be due in blackboard prior to 11:59 December
4th
, 2015.
Prepare a 15-minute presentation (40pts).
- Each group has only 15 minutes to present information regarding their proposal.
- Visual aids (Powerpoint, Prezi, etc.) are highly recommended. (Keep it simple).
- 5 minute Q&A segment will follow after each presentation, so please be prepared to
answer questions regarding your research.
- All presentations are considered professional in nature, so please prepare accordingly.
Thus, I would strongly encourage you to practice before you come to class.
This assignment should encapsulate several key concepts you learned in this class. I expect
you to rely heavily on your textbook and class notes for guidance. You will all do great! I look
forward to your reports. Best wishes, and good luck : )
Questions, Thoughts, or Concerns
If you have any thoughts, questions, or concerns regarding any of these assignments, please do
not hesitate to email me at jeleverett@liberty.edu. I am here to help.
