Part 5: Campaign #2 Implementation and Metrics

Points: 50 pts (team task)
Due date: Campaign implementation is approx. Nov 10-19. You will wrap up your campaign metrics on Nov 19 and turn your Part 5 template in by Sunday Nov 22.
Resources: Google Docs, Google Slides, Canva, Adobe Spark, Facebook/Instagram Ads, Google Analytics, Facebook, Instagram
Summary: Campaign #2 digital content creation, campaign implementation, and metrics

Overview

Campaign #2 Implementation & Metrics

In Part 5 you will adapt lessons learned in Campaign #1 to implement, track, and measure Campaign #2. Campaign #2 will be implemented approximately over a 10-day period (Nov 10-19) and will include the following minimum components:

7 blog posts each accompanied by social media posts
1 email in Constant Contact
2-4 additional social media posts using polls, Boomerang, infographics, video, inspirational quotes, industry facts, and stats, featured products or people, or curated content

Campaign Theme Ideas

Fundraising campaign to benefit a charity of your choice, small businesses impacted by shutdowns, individuals who are furloughed or no longer employed, food banks, or other population of individuals related to your industry
Virtual event using Zoom or Facetime (e.g. happy hour, book club, town hall, block party)
Online contest (e.g. submit photos or video, TikTok challenge, poetry submissions, design challenge). Prizes could be a coupon or discount, donation to charity, or publicity on your website and social
Campaign using trending hashtags
COVID support campaign of a particular audience impacted by a stay at home orders such as athletes, small business owners, medical workers, emergency service workers, actors, and others who are unable to do their jobs because of government mandates
Mail-order campaign related to your organization or initiative
For those focusing on hospitality – create a campaign for curbside delivery, order pick-ups, online ordering, or another method that respects social distancing.

Tasks

Step 1: Access Part 5 materials

Part 5 Task Overview
Part 5 Template (designed in Powerpoint – upload to Google Drive Google Slides so you can collaborate)
Past team example of Campaign #2

Step 2: Campaign #2 Digital Content Creation and Implementation

Complete your digital content creation and implement the campaign over a 10-day period. You do not need a specific editorial calendar for campaign #2.

Step 3: Populate your Part 5 Template + Campaign #2 Metrics

Throughout the campaign and upon completion, you will monitor, adjust, and report on campaign metrics for your website and blog, social media channels, online ads, and email. As you did with Part 4, you should populate your Part 5 template as you go. In addition to monitoring and tracking metrics, you will reflect at the end of the campaign that articulates what you saw, what you learned, and overall impressions.

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.

Step 4: Turn it in

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