Marking Campaign Overview

Marketing Campaign OVERVIEW

OUR GOALS

To generate 3 to 10 new leads through Brand Awareness, Strategic Ad campaigns, Social

networking, and by building community, and to further encourage our target audience to

engage with our Ads and content.

By producing engaging Facebook content, posts and ads, we were able to encourage our

target audience to interact with the Brand. Driving Post Reach, Likes and Engagement. By

using unfunded Social Media we were able to generate free ads and gain 54 likes organically.

FACEBOOK  CAMPAIGN    

FACEBOOK  ALLOWANCE  ////////////  $1250.00  

FUNDS  SPENT  ///////////  $1081.26  

TOTAL  REACH  //////  685,966k  

POST  REACH  //////  679,829k  

ENGAGED  ////////////  1219  

POST  CLICKS  //  1800  

COMMENTS  //////////////  14  

SHARES  ///  33  

LIKES  //  168  

ACTUAL  AUDIENCE  

FEMALES  //////////////////  18  -­‐44  

MALES  //////////////////////  18  –  34  

We see a need to address the primary market with campaigns that speak to their interests,

mindsets, culture influences and interests. This would be divided in three ways.

1. Women who are 18 – 34 with sociable ads directed towards interests they care about i.e.

our High-heels “Social Media Darling” campaigns.

2. Men who are 18 – 34, with more focus on the age group of Men that are 25-34, with

campaigns geared towards, their interest as seen in our “Taste of Social Media” but would

further develop these campaigns gears towards the mid-twenties “Hipsters”.

3. Campaigns that are gender neutral that focus on commonalties as seen in out “freedom to

Work” Campaign.

THE  AUDIENCE  LIKE  OUR  BRAND  

POST  REACH  DRIVES  PEOPLE  TO  ENGAGE    

FACEBOOK  ENAGEMENT  

{ACCOMPLISHMENTS  &  THINKING  OUTSIDE  THE  BOX}    

After the initial launch of our paid campaigns we realize that the original Brighton ads were

not targeted to the “actual audience” and were not performing very well. As such we adjusted

our campaigns to “Reach” these demographics.

What is important to note is that we were able to leverage Social Media to generate free ads

that performed very well and led to more leads.

SOCIAL MEDIA

ARE  YOU  A  SOCIAL  MEDIA  DARLING  ADS          

POST  REACH  //////////////////////////////////////////  100.8K  

POST  &  OTHER  CLICKS  //  195  

POST  REACH  //////  60K  

Between  2  of  our  “Social  Media  Darling”  as  we  received  a  100.8K  Post  Reach.  

TASTE  OF  SCOIAL  MEDIA  ADS        

POST  REACH  //////  60K          

Between  our  2  Ads  for  “Taste  of  Social  Media”  we  received  a  60k  Post  Reach.  

Initially  this  campaign  received  50,000  views  and  was  reloaded  to  gain  an  additional  5998  views  

FREEDOM  IN  WORK   We further developed a campaign that focused on the qualities of being able to work from

anywhere you choose. Ad developed ads around the idea that work and travel is possible.

POST  REACH  ////////////////////////////////////////  43.8k  

POST  &  OTHER  CLICKS  //  192  

   With  our  “Freedom  to  Work”  at  home  Ads  we  generated  a  43.8k  Post  Reach.      

FREE  ADS  

In  addition  to  our  paid  ads  campaign,  we  were  able  to  network  with  local  online  Magazines  and  Newspapers  to  place  3  free  ads  and  reach  their  audience  of  over  50,00  unique  visitors.  

Ad in Providence and Sun Online:

GOOGLE  ANALYTICS      

ADWORDS  IMPRESSIONS  ////  115,812K    

CONSTRAINTS    

We were faced with a number of constraints in our marketing campaign that we feels limited the success and effectiveness of out campaigns, they were:

• Our initial launch date was set back 4-5 days because of funding issues.

• Our original ads and content were deleted and setting changed by an outside source.

• There was limited ad-space, because Brighton College was competing with our Campaign.

• Difficulty in managing budgets because they were not set up per individual groups.

• Initially limited to using outdated marketing materials that did not engage the “actual

audience” and was not geared towards their specific demographics, interests, and

preferences.

• We faced the interruption and opinions of outside influences, not directly tied to the

campaigns.

• No incentive for potential students to sign up.

We believe that we could have produced a much better result and developed more leads had

we an incentive to offer and been able to limit the restrictions and controls over this

campaign.

In lieu of campaign incentives for potential students, we offered an e-book on Facebook to

encourage sign ups which gain 3 new leads in 1 day.

Continuing the marketing campaign

If our team were to continue with the marketing campaign we would set out to further

expand the use of social media to test ads, and drive results. We would continue to think

outside the box and develop more original content that spoke directly to the “actual

audience”. We would look into platforms such as Twitter and Wordpress, and additionally

gear these ads towards Adwords.

We see a need to address the primary market with campaigns that speak to their interests,

mindsets, culture influences and interests. This would be divided in three ways.

1. Women who are 18 – 34 with sociable ads directed towards interests they care about i.e.

our High-heels “Social Media Darling” campaigns.

2. Men who are 18 – 34, with more focus on the age group of Men that are 25-34, with

campaigns geared towards, their interest as seen in our “Taste of Social Media” but would

further develop these campaigns gears towards the mid-twenties “Hipsters”.

3. Campaigns that are gender neutral that focus on commonalties as seen in out “freedom to

Work” Campaign.

If we continued on this campaign we would delete all of the ads for Brighton College and

develop ads that were fresh, clean photographic ads, geared towards these three groups for

Facebook and Adwords.

We would set up 3 Facebook accounts to filter the groups, and work on building community

around the brand. In-turn using Facebook as a means it interact with potential students and

answer their questions through Facebook chats, which would greatly increase the potential

for conversions. We would use ads in Facebook, and develop free ads, which could be boost

in posts at a lower cost. We would also hire someone to run Adwords on a CPC basis only. We

have a talented team and would seek to have an additional 4 months of spending.

What could we have done better? • If we had more time we could have further developed our ads.

• We would have initially developed more keywords for Adwords.

THANK YOU