Assignment 4: Social Media Campaign Required First Draft

lease read and apply to your work:

“The Complete Guide to Social Media Reporting”

https://www.meltwater.com/en/blog/guide-to-social-media-reporting?utm_source=email&utm_medium=newsletter&utm_campaign=amer-en-newsletter-august_customer_newsletter-081221&utm_content=blog&mkt_tok=NDg2LVZPUy0xNTcAAAF-2eXFefRp4ZcIu54atnvH0jycaoo71wTyH_cOKK1Y9PKNPRitcxzhhR7gpum7W5lPXio2LT4evSKC1uFICSeg9gZJL45w8kr74hJ8V6j5NdtYrxY (Links to an external site.)

 

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Save Valentine’s Day
2022
PUR 4100
Spring 2022

COVID-19
Implications

COVID-19 has impacted businesses in unprecedented ways. Families
and friends have now adapted to news ways to celebrate special occasions and holidays due to health dangers and government restrictions.
Valentine’s Day will be no different in that it will be challenging for local businesses to continue operating as usual on this special holiday.

Develop a
social media campaign

Your assignment is to create a social media campaign for a client. It should be a business that you are familiar with. The campaign should promote the strategic plan to improve business on Valentine’s Day.
If you have connections to a local business that could benefit from your help, you may create this campaign for it in the real world. If not, choose any business and create a hypothetical campaign.

Social Media Campaign Elements
BACKGROUND – Conduct research on your client to better understand what makes it unique, and who is its clientele. Must include:
Target demographics.
Identify potential conflicts (ie. competitors, similar initiatives)

STRATEGIC MEDIA CAMPAIGN– Develop a campaign plan to promote your Valentine’s Day COVID-19 special.
This should include a goal measurable objectives.
The plan should also include strategies, which are your social media posts.

HASHTAGS: Create a relevant and catchy hashtag for your client and the Valentine’s Day event or idea.

PLAN DESCRIPTION: The plan should be one page:
Paragraph 1 is how you’re going to save V-Day (plan overview).
Paragraph 2 has the goals and objectives.
Paragraph 3 has post details such as which channels, as well as days and times they will be sent out.

Social Media Campaign Elements

SOCIAL MEDIA CONTENT: Create two (2) social media posts on four (4) different platforms (8 total pieces):
-Facebook (2 posts) -Twitter (2 posts) -Instagram (2 posts) -Twitter (2posts) -Linkedin (2 posts)
Create eight (8) unique but synchronized social media posts for your client.

For extra credit, please choose any other social media platform and create one post such as SnapChat or TikTok. The channel selected should be one that your target audience often uses.
Every post must have the following:
An image or video
Text
At least one hashtag
A link to the client’s website. Use a URL shortener like bit.ly to save space.
Suggested caption
Social Media Campaign Elements

Short Example (not for student use)
Your client is the SLS Lux Brickell Hotel and Residence in Miami.
Your research shows that this all-suite, chic hotel targets luxury lovers and locals. It has
world-class décor, unforgettable food, in-room soaking tubs, pool deck, spa, gym and free yoga.
Your situation analysis finds that COVID-19 has sharply decreased the average number of nightly stays at the hotel. It needs a COVID-safe holiday special to improve sales.
Your big idea: Offer local couples a Valentine’s Day staycation for one night. The offer includes food and champagne delivered to the room, access to the socially distanced and sanitized pool deck and gym, a private yoga session, and a $250 spa voucher.
The goal: Increase room occupancy by 50%.
Your choice of social media – Facebook, Twitter and Instagram, plus Tik Tok for extra credit.
Your hashtag is #SLSBrickellVDay2021.
Social media posts will go out at noon on Mondays starting one month before Valentine’s Day.
Followed by post examples…

Timeline

First draft due Sunday, Feb. 6.
The final version is due Feb. 18.
Submit the social media in separate files or provide links to the campaign if produced online.

Questions?

Email your professor for answers or request
an editing session.

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CLIENT NAME GOES HERE

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Flair

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SCARY TOWN

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Poke message

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Information

Networks:
Soldier
City, State
Firework, FL
Address
111 Brave St
Phone Number
000-000-0000
Website:
www.MDW2018.com.

Friends

Facebook post #6 copy goes here and here and here and here and here and here and here.
Oct. 00, 2015
Facebook post #5 copy goes here and here and here and here and here and here and here.
Oct. 00, 2015

Facebook post #4 copy goes here and here and here and here and here and here and here.
Oct. 00, 2015

Facebook post #3 copy goes here and here and here and here and here and here and here.
Oct. 00, 2015

Facebook post #2 copy goes here and here and here and here and here and here and here.
Oct. 00, 2015

Facebook post #1 copy goes here and here and here and here and here and here and here.
Oct. 00, 2015
USE OPTIMAL CHARACTER, LENGTH, INCLUDE HASHTAGS AND LINKS, AND ADD PHOTOS

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CORRECT THE INFORMATION ON THIS PAGE
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2 Albums

Contact Information

Address: 1600 Pennsylvania Avenue NW, Washington, DC 20500
Phone Number: (202) 456-1111
Web address www.MDW2018.com

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Photos of scary 7 Photos
JFK’s Albums 2 Photo Alums
The Family
5 photos
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5 photos
Profile Pictures
1 photo

OUR PAST MEMORIAL DAY PARTIES

EXTRA CREDIT FOR ADDING
5-PLUS PHOTOS

facebook
Your Example Twitter Name
@YourExampleTwitterHandle
is trying to look as much like the actual Twitter as possible.
Feel free to add #hashtags and
hyperlinks in this area.

Philadelphia, PA
http://educationismylife.com/

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John F. Kennedy
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Example Twitter Name @exampletwittername
Life is like a box of chocolates… @tomhanks #forrestgump
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Example Twitter Name @exampletwittername
I’m wondering if the Eagles will ever win the Superbowl. Probably not.
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Example Twitter Name @exampletwittername
This is really exciting. Better than expected and better than advertised. In fact, I’ll take the whole thing to go. #hungry
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335 TWEETS
988 FOLLOWING
1,256 FOLLOWERS

Tweets

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@ Fake Twitter About Help Terms Privacy Blog Status Apps Resources Jobs Advertisers Businesses Media Developers

4

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Your Example Twitter Name
View My Profile Page

335 988 1,256
TWEETS FOLLOWING FOLLOWERS

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John F. Kennedy
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Example Twitter Name @exampletwittername
Life is like a box of chocolates… @tomhanks #forrestgump
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Example Twitter Name @exampletwittername
Life is like a box of chocolates… @tomhanks #forrestgump
Expand

Example Twitter Name @exampletwittername
Life is like a box of chocolates… @tomhanks #forrestgump
Expand

Tweets

Compose new Tweet…

Example Twitter @exampletwitter
Promoted Follow
Example Twitter @exampletwitter
Follow
Example Twitter @exampletwitter
Follow
Who to Follow Refresh View All
Browse Categories Find Friends
Trends Change
#edchat Promoted
EducationIsMyLife
#obama2012
#romney2012
iPhone
ISTE
Flat Classroom

5

facebook
Your Example Twitter Name
View My Profile Page

335 988 1,256
TWEETS FOLLOWING FOLLOWERS

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John F. Kennedy
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Example Twitter Name @exampletwittername
Life is like a box of chocolates… @tomhanks #forrestgump
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Example Twitter Name @exampletwittername
Life is like a box of chocolates… @tomhanks #forrestgump
Expand

Example Twitter Name @exampletwittername
Life is like a box of chocolates… @tomhanks #forrestgump
Expand

Tweets

Compose new Tweet…

Example Twitter @exampletwitter
Promoted Follow
Example Twitter @exampletwitter
Follow
Example Twitter @exampletwitter
Follow
Who to Follow Refresh View All
Browse Categories Find Friends
Trends Change
#edchat Promoted
EducationIsMyLife
#obama2012
#romney2012
iPhone
ISTE
Flat Classroom

6

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Strategic Social Media Campaign

Background Research 

According to Greater Miami Convention & Visitors Bureau (n.d.), Tanuki Miami is a pan-Asian eatery serving an extensive array of Japanese and Chinese cuisine with a twist in a chill setting. The eatery is located in South Beach, Miami. Some of its signature dishes are salmon pizza, duck ramen, and pork belly fuku bun. The menu also offers dim sum, chicken truffle siu mai, and sushi rolls with unexpected ingredients.

The ambiance varies depending on what time of the day it is. During the day, there is a relaxed and home-like feeling. After the sun goes down and the DJ takes their place, Tanuki turns into a romantic lounge. All people are welcome at Tanuki, but it attracts more of a younger audience because of its location. The affordable but luxurious eatery targets young business-minded couples or singles.

Situation Analysis

After analyzing the restaurant’s current situation, it showed that COVID-19 has decreased the average number of guests eating at the restaurant. Therefore, I will create a COVID-safe dine-in valentine’s day special to improve sales. This will include bringing people to the restaurant in a safe environment so that they can have a lovely and romantic valentine’s day.

Big Idea

To offer local South Beach couples a COVID-safe dine-in Valentine’s Day three-course menu for one evening. The offer includes appetizer, main course, dessert, one valentine’s specialty cocktail per person for $50 each. To ensure that the guests feel safe, we will enforce the CDC’s guidelines, including 6 feet between the tables, sanitize all furniture between guests, hand sanitizing stations, and masks being mandatory when moving around the establishment and up until the food and drinks are served. 

Campaign Plan

The goal is to increase the table occupancy from 40% to 70% with the Valentine’s Day special by February 14, 2021. Miami-Dade County allows up to 100% capacity as long as there is a 6-foot distance between the tables. To ensure our guests feel extra safe, we will only increase the occupancy to 70%. This will be achieved with a strategic social media campaign. The campaign will start a month before Valentine’s Day and will have a detailed and consistent schedule. The strategies will consist of social media posts going out on four different platforms. Google analytics and each platform’s metric guide will measure the efforts and success of the campaign. 

Strategies

The channels I will use for the campaign are Facebook, Instagram and Twitter. There will be 14 unique but synchronized posts; six on Facebook, six on Twitter, two on Instagram and one on Snap Chat. Each post will be either an image or video, a caption or text, the hashtag #VDay2021Tanuki, and a link to Tanuki’s website. I will also invite an influencer to come in the day before Valentine’s Day to try our V-Day menu for free, and in return, they will review and document the special to get the following and numbers up. The posts will go out on Mondays starting one month before Valentine’s Day.

Works Cited

Greater Miami Convention & Visitors Bureau. (n.d.).
TANUKI MIAMI. https://www.miamiandbeaches.com/restaurant/tanuki-miami/6590

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