Part 4: Campaign #1 Implementation and Metrics

Overview 

Campaign #1 will be implemented approximately over a 10-day period (Oct 27 – Nov 5) and will include the following minimum components: 

1. 7 blog posts accompanied by social media posts that promote and link back to each blog post 
2. Html Email 
3. Google Ads  

Tasks 

Step 1: Access Part 4 materials  

1. Part 4 Task Overview
2. Part 4 Template
3. Past team example of Campaign #1 

Step 2:  Campaign #1 Digital Content Creation and Implementation 

Campaign #1 includes: 

1. 7 blog posts accompanied by social media posts that promote and link back to each blog post (each team member should own a blog post + create the social media posts to promote the blog post) 
2. Google Ads (2-4 ads per team) 
3. 1 Constant Contact Email: Topic for this email is your choice but should be in-brand, and in line with your campaign #1 messages. Refer to the tutorial for instructions. 

Other requirements for the email: 

• Incorporate an image header based on the theme and style you used for campaign #1 
• A 100-word message relative to campaign #1 
• A button with a call-to-action, prompting readers to visit your website 
• Distribute the email within the first five days of the campaign so you have time to collect metrics. 

Step 3:  Campaign #1 Metrics  

Throughout the campaign and upon completion, you will monitor, adjust, and report on campaign metrics for your website and blog, social media channels, and email. In addition to monitoring and tracking metrics, you will provide a reflection at the end of the campaign that articulates what you saw, what you learned, and what you will do differently for Campaign #2. 

You will fill out your metrics summary sheet provided in the template. Completing this metrics sheet will be a guided activity by the instructor. 

Summary of metrics you will track 

• Web metrics using Google Analytics with an emphasis on audience behavior, traffic sources, visitor information, and best-performing pages 
• Social media metrics including likes, shares, comments, and engagement 
• Email performance using Constant Contact Reports for open rate, number of emails sent, bounces, opens, and click thru rate. 

Screenshot Tips: 

• For screenshots on a PC – go to your start button > search for “snipping tool” > right-click and “pin to taskbar” > select the icon > use the “T” tool (plus sign) icon to make a box around the area you want to capture > save as jpeg or copy/paste into the slides. On a Mac – Command > Shift > 4 to grab a picture of just part of the screen 

Step 4: Turn it in 

1. Upon completion, review document layout and formatting (consistency in bold, ital., underline, spacing) and that your sections are clearly labeled 
2. Proofread and check grammar, sentence structure, and punctuation 
3. Verify all elements and sections are complete 
4. Run spell check 
5. If applicable, verify all attributions to any quotes or citations for any research or other resources are included 
6. Save your final document as a pdf 

7. Have one person on the team upload your completed document in Blackboard

Grading Criteria 

For this task I am going to pay close attention to application of best practices for professional communicators in writing, editing, and use of format and style. I will focus on creativity, accuracy (spelling, grammar), formatting (layout), and completeness of the task.