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Social mobilemarketing challenge(2020)
- 1. Social Mobile Marketing Challenge • 06.24.2020 1
- 2. Overview ● Objectives ● Target Segment ● Content Strategy ● Marketing Outreach Plan 2
- 3. Objectives ● 1,000 engagements across social accounts ● Generate leads to Feliciano Business Website ● Increase social buzz around the Digital Marketing Program ● Convey a female-centric, celebratory brand voice 3
- 4. Target Segment Selection Who We Aimed To Reach ● Women & Women Of Color ● Post-undergraduates, young professionals ● Mid 20s-30s ● Interested in a career within and/or advancing a career within the digital media landscape 4 Justification We chose a target market that @DMatMSU would resonate most with (young professionals, interested in digital marketing, etc.). We also took current events into consideration, focusing on diversity, female empowerment, and inspiring others.
- 5. Target Segment Behaviors 5 ● Most likely to engage outside of working hours (evenings) ● Enjoy personalized content, content developed utilizing a Mobile strategy, and videos ● Are highly-engaged in Facebook communities (private and public pages & groups)
- 8. 8 Our content strategy involved the goals of: ○ Educating ○ Informing ○ Empowering While content was posted at various times throughout the day, we were conscientious of our target market’s work schedule and therefore targeted posts later in the day (post-office hours). Each day’s post were grounded in a specific theme (please refer to this content calendar for details). Content created and published was designed to be native to each platform. We intended to keep people within the DMATMSU ecosystem and did this by linking to Instagram within Tweets and by linking to the MBA program site in posts. Content Strategy
- 9. Overarching Content Topics & Product-Market Fit To address the product-market fit in regard to MSU’s Digital Marketing offering, we emphasized the program’s benefits through current students’ testimonials. Additionally, we highlighted data related to women and women of color in the marketing landscape. We felt that pairing first-person accounts alongside female-friendly statistics would provide a more robust approach in conveying to women this program welcomes them and can change their career trajectory. 9
- 10. Marketing Outreach Plan Twitter ● Snackable copy that aligns with Twitter’s shorter character limit ● Utilize emojis to imbue brand voice ● Leverage engaging visuals to draw users’ attention ● Imagery for storytelling, copy for engagement ● Identify and use popular hashtags among our target audience on Twitter ● Some of the identified hashtags include: #womenwhodo, #diversitymatters, #bossladymindset 10
- 11. Marketing Outreach Plan 11 Facebook ● Leverage higher character limit for deeper storytelling and education ○ Primary: Long-form copy ○ Secondary: Visual storytelling ● Utilize visuals to add personalization, initiate dialogue, and amplify brand voice ● Use fewer hashtags (vs. Instagram and Twitter) to stay in line with Facebook best practices
- 12. Marketing Outreach Plan 12 Instagram ● Leverage higher character limit for deeper storytelling and education ● Utilize visuals to add personalization and amplify brand voice - a characteristic identified as favorable among our target market ● Identify popular hashtags among our target audience on Instagram to use for additional context ● Some of the identified hashtags include: #didyouknow, #womeninmarketing, #propelwomen
- 13. Tues Alexandra 10.20.XX 13 Wed Thurs Sat MnMon Lainie & Amin Andréa Destin’e Andréa & Lainie Content Calendar: https://docs.google.com/document Schedule
- 14. 14 Thank You