1) The document summarizes Lucy Pratt's role in an online marketing campaign for a school production. Her responsibilities included organizing content, tracking progress, and communicating with cast and crew to obtain bios and quotes. 2) While communication within the online marketing team was successful, communication with other marketing teams could have been improved. The online team was not kept in the loop about links between platforms. 3) Surveys of the marketing efforts found that social media videos were well-received and effectively targeted friends and family of cast and crew. However, the website could have provided more details about the show to further build excitement.

1. Lucy Pratt 13u 07/03/19
Unit 106 Evaluation
My role inour online marketingcampaign,bythe endof it,was organisationandcontent.Iwas in
charge of organisingandkeepingtrackof the progressKatyand Bethhad made as well asretrieving
and chasingupcontentwe needed.Mystrengthsformy role wouldbe organisationandtime
managementasI made a listof all the cast and crew we wantedquotes/biosfromandsentthemall
an email,withinalessonof discussingit.Thisgave the recipientsthe longestamounttotime they
couldgetto respond.I feel thatwe couldhave hada bit more communicationwiththe other
marketingteamsasnone of themseemedtobe keepingus,the online team, inthe loopaboutthe
linksbetweenthe marketingplatforms. The mainlinkwasthe ideathatwe were goingtobe
advertisingasif we are on the shipitself,notforthe performance of the show!Thisisthe onlything
we knewandit tookuntil the termof the showsto findoutthe colour scheme tothenmake
alterationstothe website.However,the communicationwithinthe online marketingteamwasvery
successful.We made sure to leteach otherknow abouteach developmentwithinourrolesand
made sure that we all knewwhere togetthe footage/getonthe wix account/who we wantbios
from.I made sure to cc inBeth andKaty intoall the emailsIsentto people,suchasa teacher for
approval of the bioslistor to the cast andcrew we still neededbiosfrom.Once Ihada response I
wouldreadit,tell Bethof any spellingmistakesandthenforward itto her.I thinktoimprove,we
shouldhave beenstricterindeadlinesfor the contentfromthe cast and crew.We waitedforthe
contentrightup until 2 weeksbefore productionweekwhichmeantwe were inarushto publishit.
As a whole ouronline marketingteamworkreallywell intermsof communication,respectforeach
otherand assistingonwhateverisneeded.Forexample,Iwatchseveral of the Instagramvideosthat
Katy made before theywere senttoMrs Jonesforapproval andthenMrs Tykocki to putthemup on
the account. ThisallowedKatytogetsome feedbackandan extrapair of eyesonhervideobefore it
was exportedandsentoff.Atthe startwe hadthe ideaof havingthe social mediaposts,website
profiles/biosandYouTube videosall be releasedatthe same time withthe same theme.However,
we realisedthatMax was makingthe YouTube videosandtherefore hadhisownschedule.Due to
the lack of helpfromthe recipientsof myemailswe were notable toputup the profiles/biosonto
our website insectionsstartingamonthbefore the shows.Imade a schedule butitwasnot stuckto.
The social mediavideoswere postedonce aweekwiththe exceptionof show week. We,me and
Beth,were verypersistentwhenitcame tofinalisingandpublishingourwebsite.Eachtime we
sortedout the galleriesof photosonthe profilespage the page wouldsave butonce openedagain
wouldhave the example stockphotoswithinthe gallerieswhichwe hadremovedbefore addingour
own.We stuckat the repetitive removal of these photosandsortingof the sizesuntil the daywe
wantedtopublishand we had to sadlycut our ideaof havinga slidinggalleryandIput eachphoto
on separatelytryingtoline themupwitheachother.
Overall,Ifeel ourmarketingcampaignwentwell,asdespite the setbacksandthe technical
difficultiescoupledwiththe unreliabilityof the cast,crew and other marketingteams,we still
managedto make a website andseveral publicityvideosof social media.We didn’tuse castand
crewphotosfor the profilesonthe websitedue tothe fact theywere takenreallylate andthenused
for the programme sowe were told we couldnot use them, soBeth hadto re order/formatthe
whole page onthe website sothatphotoslotswere notneededanymore.However,we still stuckto
our ideasand all managedto produce goodcontent.
The surveyresultsshowedthateveryone thathasInstagram/twittersaidthatthe videoswere of a
goodlengthwithonlytwopeople sayingthattheywouldnotwanttowatch the full videosfrom
watchingthe smallerones.Lookingatthe comments,the twothatrepliedno,were due tothe fact
that theyhad ‘alreadywatchthe full version’andthat‘idk’.Ifeel the secondanswerwasa joke. 6
people picked‘forthe friendsof the castand crew’as theirtargetaudience ideaforthe social media
videos,thisshows thattheyunderstandourinitialintentionsandthatwe have gottenthese across

2. Lucy Pratt 13u 07/03/19
Unit 106 Evaluation
well enoughforthemtopickup. 9 people picked‘forthe familyof the castand crew’whichis
partiallytrue.The parents/familymemberswouldprobablyme more likelyontwitterthan
Instagrambut theywouldbe targetedonthere.One response fromthe questionaboutbuilding
excitementforthe show’wasnobut the reasonwas valid.Theysaidthatthe videosdon’t‘explain
verymuch whatthe showis about’whichisverytrue and somethingwe couldhave thoughtabout
more. 6 people picked‘small summeryonasmall page of a website’asoppose toa full detailed
website.Thisshockedme asI thoughtpeople wouldwanttoknow more aboutthe show as opposed
to a small insightonthe school website orthe RSAFwebsite.2commentsonthe ‘bestpartof the
website’mentionedhowthe ‘voyagelanguage’makesthe website‘different’and‘more fun’,this
was ourintentionandtherefore itcame acrossthe waywe wantedit to.8 people respondedtothe
target audience question forthe website with‘familyof the cast’.Againthisisexactlywhatwe
intended! 90%of the responsesthoughtthatthe website helpbuildexcitementof the show whichis
surprisingasitcontradictsthe resultsonthe questionchoosingbetweensmallsummeryona
website ora full detailedwebsite.Everyresponse concludedthattheyall thoughtthe website made
themwantto go and see the showand helpedgive more behindthe scenesinsight.The final
questionwasanimprovementone;we gotresponseswhichincluded‘afew more pictures,but
overall itlooksprettygood’,‘the fontissometimeshardtoread’, ‘more bios,more photosduring
the count downto the shows’. These are all greatthingsto considerif we were to dothisagain.
In conclusion,oursocial mediapostsandwebsitewere asuccessasthe feedbackshowedthatour
intentionsandtargetaudience were clearthroughthe platformsandcontentwe produced.Ifeel
that the commenton addingmore as we counteddowntothe showswas goodas it showsthatour
original ideawouldhave beenabettersuccessthanthe finishedproducts.Unfortunately,other
people were reliedonforthe biosand quotesandtheydidn’tgive usanythinggoodenoughtowork
withbythe time we wantedtostart this‘countdown’.