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Marking Campaign Overview
1. Marketing Campaign OVERVIEW
OUR GOALS
To generate 3 to 10 new leads through Brand Awareness, Strategic Ad campaigns, Social
networking, and by building community, and to further encourage our target audience to
engage with our Ads and content.
By producing engaging Facebook content, posts and ads, we were able to encourage our
target audience to interact with the Brand. Driving Post Reach, Likes and Engagement. By
using unfunded Social Media we were able to generate free ads and gain 54 likes organically.
3. ACTUAL
AUDIENCE
FEMALES
//////////////////
18
-‐44
MALES
//////////////////////
18
–
34
We see a need to address the primary market with campaigns that speak to their interests,
mindsets, culture influences and interests. This would be divided in three ways.
1. Women who are 18 – 34 with sociable ads directed towards interests they care about i.e.
our High-heels “Social Media Darling” campaigns.
2. Men who are 18 – 34, with more focus on the age group of Men that are 25-34, with
campaigns geared towards, their interest as seen in our “Taste of Social Media” but would
further develop these campaigns gears towards the mid-twenties “Hipsters”.
3. Campaigns that are gender neutral that focus on commonalties as seen in out “freedom to
Work” Campaign.
5. FACEBOOK
ENAGEMENT
{ACCOMPLISHMENTS
&
THINKING
OUTSIDE
THE
BOX}
After the initial launch of our paid campaigns we realize that the original Brighton ads were
not targeted to the “actual audience” and were not performing very well. As such we adjusted
our campaigns to “Reach” these demographics.
What is important to note is that we were able to leverage Social Media to generate free ads
that performed very well and led to more leads.
SOCIAL MEDIA
6. ARE
YOU
A
SOCIAL
MEDIA
DARLING
ADS
POST
REACH
//////////////////////////////////////////
100.8K
POST
&
OTHER
CLICKS
//
195
POST
REACH
//////
60K
Between
2
of
our
“Social
Media
Darling”
as
we
received
a
100.8K
Post
Reach.
7. TASTE
OF
SCOIAL
MEDIA
ADS
POST
REACH
//////
60K
Between
our
2
Ads
for
“Taste
of
Social
Media”
we
received
a
60k
Post
Reach.
Initially
this
campaign
received
50,000
views
and
was
reloaded
to
gain
an
additional
5998
views
8. FREEDOM
IN
WORK
We further developed a campaign that focused on the qualities of being able to work from
anywhere you choose. Ad developed ads around the idea that work and travel is possible.
10. FREE
ADS
In
addition
to
our
paid
ads
campaign,
we
were
able
to
network
with
local
online
Magazines
and
Newspapers
to
place
3
free
ads
and
reach
their
audience
of
over
50,00
unique
visitors.
Ad in Providence and Sun Online:
14. CONSTRAINTS
We were faced with a number of constraints in our marketing campaign that we feels limited
the success and effectiveness of out campaigns, they were:
• Our initial launch date was set back 4-5 days because of funding issues.
• Our original ads and content were deleted and setting changed by an outside source.
• There was limited ad-space, because Brighton College was competing with our Campaign.
• Difficulty in managing budgets because they were not set up per individual groups.
• Initially limited to using outdated marketing materials that did not engage the “actual
audience” and was not geared towards their specific demographics, interests, and
preferences.
• We faced the interruption and opinions of outside influences, not directly tied to the
campaigns.
• No incentive for potential students to sign up.
We believe that we could have produced a much better result and developed more leads had
we an incentive to offer and been able to limit the restrictions and controls over this
campaign.
In lieu of campaign incentives for potential students, we offered an e-book on Facebook to
encourage sign ups which gain 3 new leads in 1 day.
15. Continuing the marketing campaign
If our team were to continue with the marketing campaign we would set out to further
expand the use of social media to test ads, and drive results. We would continue to think
outside the box and develop more original content that spoke directly to the “actual
audience”. We would look into platforms such as Twitter and Wordpress, and additionally
gear these ads towards Adwords.
We see a need to address the primary market with campaigns that speak to their interests,
mindsets, culture influences and interests. This would be divided in three ways.
1. Women who are 18 – 34 with sociable ads directed towards interests they care about i.e.
our High-heels “Social Media Darling” campaigns.
2. Men who are 18 – 34, with more focus on the age group of Men that are 25-34, with
campaigns geared towards, their interest as seen in our “Taste of Social Media” but would
further develop these campaigns gears towards the mid-twenties “Hipsters”.
3. Campaigns that are gender neutral that focus on commonalties as seen in out “freedom to
Work” Campaign.
If we continued on this campaign we would delete all of the ads for Brighton College and
develop ads that were fresh, clean photographic ads, geared towards these three groups for
Facebook and Adwords.
We would set up 3 Facebook accounts to filter the groups, and work on building community
around the brand. In-turn using Facebook as a means it interact with potential students and
answer their questions through Facebook chats, which would greatly increase the potential
for conversions. We would use ads in Facebook, and develop free ads, which could be boost
in posts at a lower cost. We would also hire someone to run Adwords on a CPC basis only. We
have a talented team and would seek to have an additional 4 months of spending.
16. What could we have done better?
• If we had more time we could have further developed our ads.
• We would have initially developed more keywords for Adwords.
THANK YOU
