Final Presentation

1. TAKE PICS WITH STEPH
Stephanie Brant
SBrant@student.fullsail.edu
takepicswithsteph.com

2. Take Pics With Steph
• Take Pics With Steph is a small
photography business run by
Stephanie Brant.
• She specializes in:
• Portrait Photography
• Family Photography
• Wedding Photography

3. Take Pics With Steph: Target Market
• Ideal Customers:
• Parents between the ages 25-50.
• Engaged Couples.
• Social Media Platforms:
• Instagram
• Facebook
• YouTube

4. Customer Profile: Working Mom
Name: Elissa Smith
Occupation: Working Mom
• Demographics
• Age: 30
• Gender: Female
• Education: Associate’s Degree
• Income: $50K
• Family Life: Married with kids
• Geographic Location: Ventura
County
• Buying Habits
• Role: For Her Family
• Frequency: 2-3 times/year
• Channels: Online, Mobile
• Social Proof: Yes, she likes real
life examples of a service/
product.
• Psychographics
• Attitudes: Friendly, task-oriented,
nurturing
• Values: Family, friendship, hard-
work
• Lifestyle: Homebody, but likes to
travel
• Personality: Competitive Persona
• Interests / hobbies: Travel, pop
culture, and relaxing.
• Content & Messaging
• Straight to the point messaging
that highlights family life.

5. Customer Profile: Single Mom
Name: Kelsey Apple
Occupation: Pre-School Assistant
• Demographics
• Age: 27
• Gender: Female
• Education: High School
Diploma
• Income: $30K
• Family Life: Single with small
daughter
• Geographic Location: Ventura
County
• Buying Habits
• Role: For herself/daughter
• Frequency: 2-3/year
• Channels: Online, Mobile
• Social Proof: Prefers proof
from existing customers
• Psychographics
• Attitudes: Caring, Determined
• Values: Family, Nice Things
• Lifestyle: Homebody
• Personality: Spontaneous Persona
• Interests / hobbies: Pop Culture,
photography, shopping
• Content & Messaging
• Promote content that evokes
emotion and family oriented
content.

6. Customer Profile: Engaged Couples
Name: Joanna
Sucgang
Occupation: Nurse
• Demographics
• Age: 35
• Gender: Female
• Education: College Degree
• Income: $100K
• Family Life
• Geographic Location: Los
Angeles
• Buying Habits
• Role: For herself/spouse
• Frequency: 1-2/year
• Channels: Online, Mobile
• Social Proof: Likes social proof
• Psychographics
• Attitudes: Passionate, Friendly
• Values: Relationships, Hard-work,
compassion
• Lifestyle: Active/Explorer
• Personality: Humanistic Persona
• Interests / hobbies: Traveling,
animals, fitness
• Content & Messaging
• Content that speaks to the
romantic value.

7. Primary Goal
• Social proof/credibility
• Photography is a highly competitive market. Almost anyone with a camera can
call themselves a photographer. Having that social proof and credibility will set
you apart from the competition. That’s why I chose this as Take Pics With
Steph’s primary goal.
• I want people to increase my followers/engagement and business with this goal.
• Most of my target market likes recommendations from other people, so this
goal falls in line with that audience.

8. Call To Action
• My primary goal will be to have people inquire about a photography
session. They will do that by clicking on the contact button on my
social media platforms.
• My secondary goal will be to get my existing followers to share and
comment on my existing posts.

9. Social Media Channels
• Facebook: There are a lot of moms - working, single, etc. on Facebook
that scroll through. This is a perfect place to market to my target
audience.
• Instagram - Instagram is where a lot of people use for social media and
inspiration. This would be a good place to do a social media campaign
for tips and tricks.
• YouTube - Is a great platform to use for tutorials and behind the
scenes. I think this is a great place to share those sort of material.

10. Metrics
• While followers would be a good indicator if people are sharing my
content, what I most want to measure is:
• Amount of Direct Messages
• Amount of Shares
• Amount of Comments
• These will increase engagement with my brand.

11. Competitors

12. Competitor #1
Shannon Cox Photography

13. • Social Media Platforms:
• Instagram: 536 Followers
• Facebook: 237 Likes
• Content:
• Examples of work - talking about her life.
• Engagement:
• Not a lot of engagement, barely any likes or
comments

14. Competitor #2
Lisa Lorene Photography

15. • Social Media:
• Instagram: 997 Followers
• Facebook: 820 Likes
• Pinterest: 220 Followers
• Content:
• Examples of her work with captions to encourage engagement.
• All her Facebook posts are from her Instagram posts.
• Engagement:
• She has a decent amount of likes, but not compared to her
following and very little comments.

16. Examples of Popular Campaigns

17. Apple’s The At Home Series - Shot on iPhone - Instagram

18. “Known as #TheAtHomeSeries, Apple created an ongoing social media marketing
campaign to promote its line of smartphones through the use of user-generated
content. iPhone users were encouraged to create and upload their own at-home
content and upload to Instagram using the #ShotoniPhone and #TheAtHomeSeries
hashtags.
Arguably, the most impressive part of Apple’s campaign is the way the tech giant
were able to harness user-generated content through their own contributing
customers, fans and followers. This content ranged from images and videos uploaded
to social media with Apple tagged within posts. To this date, the #ShotoniPhone
hashtag has over 15 million tagged posts worldwide, providing excellent brand
exposure that Apple hasn’t needed to pay for directly.”
Harris, Ellie. (2020, August 27). The Best Social Media Campaigns We’ve Seen So Far This
Year. Retrieved by https://digitalethos.net/best-social-media-campaigns-so-far-this-
year-2020/

19. DJI’s Drone Campaign - Instagram

20. “Drone company DJI tapped into the power of video on Instagram with a
campaign that promoted their latest drone launch. They partnered with a
variety of different Instagram filmmakers who shot high-quality footage
with the new drone and shared it with their audiences.
Not only did DJI’s campaign feature jaw-dropping visuals (which are
always a hit on Instagram), it also leveraged user generated content (UGC)
from its followers, which is proven to be more successful than content
created by a brand itself."
Gallegos, Jose Angelo. (2019, December 4). 8 Inspiring Instagram Marketing
Campaigns And How to Replicate Them. Retrieved by https://www.tintup.com/
blog/8-inspiring-instagram-marketing-campaigns-replicate/

21. Halo Top Solve the Emoji Riddle - Facebook

22. “The key to any successful Facebook campaign is engaging with your
audience. Halo Top does exactly that by mixing things up with their
audience, commenting back-and-forth and giving their followers
something to look forward to.
Oh, and the brand is also living proof that social media contests still have
their staying power.”
Barnhart, Brent. (2018, April 9). 6 Brilliant Facebook Campaigns (& Why
They Worked. Retrieved by https://sproutsocial.com/insights/facebook-
campaign/

23. Ice Bucket Challenge - ALS Association

24. “We can't talk about Facebook campaigns without mentioning hands-down the most successful Facebook campaign in
recent years -- the Ice Bucket Challenge.
In case you're the only person in the world who isn't familiar with this campaign, The ALS Association raised awareness for
the disease by creating a social competition where people posted videos of themselves dumping ice water over their heads
and challenging their friends and family to do the same.
The results from this campaign are truly incredible. Here are a few stats from Facebook themselves:
• 17 million videos from 159 countries were uploaded and 70 million views were generated
• Will Smith, Bill Gates, Oprah Winfrey, and many more celebrities got involved
• $220 million raised
• 440 million people saw the campaign”
Sukhraj, Ramona. (2017, January 23). 20 Clever Facebook Marketing Campaign Ideas for 2019 from Top Brands. Retrieved by
https://www.impactplus.com/blog/facebook-campaign-ideas

25. Poo-Pourri - “How to Poop Campaign” - Youtube

26. “When you make a product designed to tackle an embarrassing subject, you can either
whisper about it quietly or unashamedly shout about it from the rooftops. PooPourri
chose the latter. The Texas-based brand makes sprays that, um, eliminate certain
bathroom odours, but they certainly aren’t shy about it. Their How To Poop campaign
featured a series of comedic, relatable YouTube videos that offered advice on, well, how
to poop in a variety of awkward situations.
While the How To Poop campaign hasn’t reached such heady heights, PooPourri have
undoubtedly cemented their reputation as a brand that entertains as much as it
innovates.”
Our Social Times. (n.d.) 5 of the Most Imaginative YouTube Campaigns. Retrieved by https://
oursocialtimes.com/5-of-the-most-imaginative-youtube-campaigns/

27. Google - Thank You Campaign - YouTube

28. “This popular campaign highlights the deeds of some of the unsung heroes of
modern times, such as parents and teachers. These ads use real, user-generated
content to tug at the heartstrings and get a few laughs from viewers. The users
are the stars of the ads, but the Google search bar appears on-screen with
queries such as “how to teach from home” and “how to fix a bad haircut.”
Heartwarming and disarming, Google uses real people to show that we’re all
dealing with the same problems and that we’re all using Google to find
answers.”
Vidooly Team. (2020). The Best YouTube Marketing Campaigns of 2020 So Far.
Retrieved by https://vidooly.com/blog/best-youtube-marketing-
campaigns-2020/

29. Social Media Campaign Platform:
Instagram

30. Campaign:
• For my Instagram campaign I want to show off different photography portrait poses. These will be a variety of images
highlighting how people can pose.
• Most people (unless you’re a professional model) get insecure with a camera and always ask me how they should pose. I think an
Instagram campaign, highlighting different poses will be inspirational to my followers.
Frequency:
• I will post once a day as an inspirational pose of the day. That way I’m not overloading content and it gives everyone a chance to
see the pose of the day.
Call To Action:
• To have my followers share their favorite poses.
Hashtags:
• I will use #poseoftheday to be the one to highlight the campaign, along with popular photography hashtags like #photooftheday
#photography #photochallenge #photographer
Metrics:
• I will be looking for comments and direct messages to measure my metrics of engagement. If I’m not receiving feedback on
popular poses or responses of people’s favorite poses, then people are not engaged in my campaign.

31. Social Media Campaign Platform:
Facebook

32. Campaign:
• Facebook is where I find a lot of mothers, so going along with the pose theme, I want to do a
Pose contest on Facebook. I will have families submit their most creative family poses. Then I
will have post a bracket and have a winner that will win a free photo session.
Frequency:
• Once a day - One initial post announcing the contest and do a VS poll everyday after.
Calls to Action:
• Have people submit their poses - along with voting on which pose they like best.
Hashtags:
• #poseoftheday
Metrics:
• The easiest way to check engagement is to make sure I’m receiving submittals through the
comments and votes through the comments.

33. Social Media Campaign Platform:
YouTube

34. Campaign:
• For my YouTube campaign, I’d like to do a series of videos on popular poses - similar to my Instagram campaign. However,
this will be more of a step by step how to and easier to follow along as the steps are happening in front of the viewer.
Frequency:
• This will be once a week to allow enough people to submit new poses unto Instagram and then highlight the video on
YouTube.
Call to Action:
• Have people comment on their favorite poses and vote on the next pose they’d like to see demonstrated
Hashtag:
• I will use the same hashtag from my Instagram campaign - #poseoftheday
Metrics:
• I will be looking at comments to see if people are engaging - along with measure any shares to see if people are enjoying the
content that I am sharing.

35. Cross Promote

36. • Instagram:
• My YouTube Campaign will highlight in the comments the final result of the video on
my Instagram page.
• My Facebook Campaign will leave a comment for contestants to look at Instagram for
inspiration on poses.
Facebook:
• My YouTube and Instagram Campaign will also highlight that their is a photography
contest for any local families with the best poses on my Facebook Page.
YouTube:
• Instagram will add a link to YouTube to give a full tutorial on the poses they are
seeing.
• Facebook will show a link to YouTube for how to tutorials to inspire contestants on
their poses.

37. Influencers

38. Stevie Piasecki
LulaRoe Retailer

39. Stevie
• Stevie is a single, hard working mother.
• Even with the loss of her baby, she has still
done everything to give back to the
community.
• While not a traditional Influencer - she is well
known in my community.
• Her promotion - sharing my own photographs
and tagging me will help with brand
recognition.
• She is a retailer, so she gets a photos for her
own business.

40. Deanna
Retailer

41. Deanna
• Most of my influencers need to be
local family oriented people to hit my
target market.
• She was on a season of Master Chef
and America’s Got Talented and has
34K followers on Instagram.
• I can shoot pictures of her clothing
line and she can promote by adding
my pictures and tagging on me on
social media platforms.

42. Social Media Calendar

44. Instagram Posts

45. Pose of the Week: Simple Pose
We should start off the #posechallenge with the basics! The key to
the classic family portrait is to make sure everyone is touching and
close together. You want everyone to be comfortable so hands to the
side is great. With this your sure to get that perfect shot to hang in
the living room! #photooftheday #portrait #photography
#photographer
Pose of the Week: Face Touch
Alright, here we are at week three! This is one of my favorite poses
during my photoshoots. I have clients touch foreheads! Super simple
to do and you get great reactions! This pose is sure to create a sweet
candid moment! Let me see your best forehead touch. #posechallenge
#photooftheday #portrai #photography #photographer

46. • These posts work for my target audience because they demonstrate
love and family.
• These are real life examples of clients and poses I’ve asked them to do
to add reliability.
• These are poses to help them with their next photoshoot - whether
they hire me or not. That shows that I’m trying to make their life
better rather than shoving content down their throat.

47. Facebook Posts

48. VS
VS
POLL:
Alright, we are down to our week TWO finalists.
Thank you all to who submitted your family photos and poses with
children! You guys are so creative and I’m learning from you guys.
It’s been fun to watch you take my tips and make them your own. So
for the pose challenge this week, who’s it going to be? The swinging
son or the tickle monster? #posechallenge
POLL:
I’m absolutely loving the variations of the Face Touch pose with
kids! This is usually a pose I use for couples but this is so creative! So
for today’s winner: the Eskimo kiss or the Cheek Smash?
#posechallenge

49. • This is user content material, which again shows I’m not shoving my
own content down my followers throat.
• I’m allowing users to give me creative ideas and share with my other
followers.
• I’m also generating engagement by having people submit their own
photos and voting.

50. YouTube Posts

51. Pose Tutorial:
Here’s a video to introduce you to the face touch series for the
#posechallenge. These are quick steps to get a variety of poses
leading up to the face touch! Comment below with your attempts
or any tips you like to do!
Pose Tutorial:
Here’s a video to introduce you to the basic poses series for the
#posechallenge. These are showing poses for the basic poses and
how to add a creative spin! Comment below with your attempts or
any tips you like to do!

52. • These videos will be ideal for the more visual learners.
• This will be behind the scenes and a real look at a photoshoot.
• The purpose is to help the lives of my customers with their own
photos!

53. Amplification Strategy

54. • To get the message out about my challenge, I will use the promoters to
follow along with the pose challenge.
• I will take photos of them during the variety of poses and have them
share to their followers.
• I will have them invite their followers to join in the pose challenge.
• This puts my content on multiple platforms.

55. Facebook/Instagram Ad Budget

56. Facebook/Instagram Advertising
• When you advertise on Facebook it
does the same exposure through
Instagram.
• I didn’t want to make the radius too
far because I’m trying to gain more
customers not long distance followers.
• I wanted to add interests that hit my
target market as well.