OCN NI Level 4 Award Social Media & Digital Marketing
603/6643/6
Assignment Three: Digital Content & Campaign Development
Assessor: Darren McGinley
Centre Number & Name: Northern Regional College
13 March 2024
Name: Vicki Dunn
Student Number: 60041851
VICKIDUNNART digital content & campaign development
Assignment Three: Digital Content & Campaign Development
Objective: The objective of this brief is to outline a strategy for creating engaging digital content and campaigns tailored for various social media platforms to enhance brand visibility, drive audience engagement, and achieve marketing objectives.
Target Audience:
Identify the target audience for each social media platform, considering demographics, behaviours, interests, and preferences.
01 Key Elements for Digital Content Creation:
1.1 Platform-Specific Content Strategy: Tailor content for each platform (Facebook, Instagram, Twitter, LinkedIn) to suit its unique characteristics and audience.
Align content with the brand’s tone, message, and visual identity while adhering to each platform’s best practices.
1.2 Content Types: Incorporate a mix of content types, including images, videos, infographics, carousels, stories, and live sessions based on the platform’s preferred format.
1.3 Content Calendar: Develop a content calendar outlining the frequency and schedule of posts for each platform.
Align content with current trends, events, and relevant industry topics.
1.4 Engagement Strategy: Encourage audience engagement through interactive content like polls, quizzes, contests, and user-generated content campaigns.
02 Key Elements for Digital Campaigns:
2.1 Timeline: Develop a timeline for content creation and campaign deployment, including pre-campaign, campaign launch, and post-campaign analysis phases.
This digital content and campaign strategy aims to maximize engagement, drive traffic, and achieve campaign goals across various social media platforms.
2.2 Campaign Objectives: Define clear and measurable objectives for each campaign, such as increasing website traffic, boosting sales, growing followers, or enhancing brand awareness.
2.3 Campaign Themes and Messaging: Create compelling campaign themes and messages that resonate with the target audience and align with the brand’s values and offerings.
2.4 Visual Elements:
Develop eye-catching visuals and graphics consistent with the campaign theme to grab attention and convey the intended message effectively.
2.5 Call to Action (CTA): Include clear and compelling CTAs to guide the audience towards the desired action, whether it’s visiting the website, making a purchase, or subscribing.
2.6 Adaptability: Ensure campaigns are adaptable to fit the specific requirements and nuances of each platform, optimizing for different display sizes and layouts.
2.7 Budget Allocation: Define a budget for each campaign based on the campaign’s objectives, reach, and anticipated outcomes.
2.8 Monitoring and Optimization: Implement tracking mechanisms to monitor campaign performance against set objectives.
Regularly analyse campaign metrics and adjust strategies to optimize results.
Objective:
The objective of this brief is to outline a strategy for creating engaging digital content and campaigns tailored for various social media platforms to enhance brand visibility, drive audience engagement, and achieve marketing objectives.
I have chosen Instagram as my main online platform to market my brand and artwork. I presently have 3 pieces of work up and 70 followers. I would also like to make use of the Instagram stories, by sharing work in progress videos, my studio setting and how the work evolves. I will also show my tutors “Mentor’s” and give them credit for helping me with techniques and colour theory and so much more. Some will have stills with text overlapping and others will be video footage.
Campaign Social Media Plan
Name of the company
Background and Business Aims (purpose)
What the company does (product or service it provides)
Artist, creating original work. To sell to the public.
I create original artwork inspired by nature and human connection and sell locally and internationally.
Size of company Micro business (1–2 people)
How does the company deliver its product or service to customers?
I presently sell art through exhibitions, I would now like to sell art through an online platform.
Geographic spread UK, Europe, USA
What is the purpose of the social media campaign?
Purpose is to gain followers/likes which will help my art get recgonised and then sell.
How could social media be used to improve the business It will help me get my work seen.
Who will plan and create the social media campaign
If there is a team of people, what roles will each person within the team carry out?
How will success be measured?
One person within the business
One person in the business who will create the art and market through online social media.
Instagram Insights, Facebook Meta
Vicki Dunn Art
Content and Publishing Schedule
Target audience for the campaign Females, 40+, Males 50+
Social media sites you will use Instagram and Facebook
Fine art
Original art
Art for sale
Keywords Strategy
Support living artists
Emerging artist
Art collector
Artwork
Wall art
Home decor
Unique art
Target Audience:
Modern art
Impressionist art
Landscape art
Seascape art
Portrait art
Still life art
Oil painting
Acrylic painting
Watercolor painting
Pastel art
UK, Europe and USA, ranging from Females age 40+ and Men 50+
Margaret, 60+
Location: UK
Career: Publisher
Income: 75k
Hobbies: Reading, Travel, History
Social Media: FB, IG
Hashtags: travel, museums
Ceelia, 40+
Location: USA
Career: Public Relations
Income: 45k
Hobbies: Home Interiors, Socialising with friends, Fashion, Yoga
Social Media: TikTok, IG, P
Hashtags: home-decor, Cocktails
Enrique, 50+
Location: EU
Career: Teacher
Income: 40k
Hobbies: Surfing, Gardening, Cooking, Gym
Social Media: IG, X
Hashtags: seaside, gardening, cooking
Barbara, 65+
Location: EU
Career: Psychologist
Income: 100k
Hobbies: Dog Walking, Fine Dining, Art Galleries
Social Media: FB, IG
Hashtags: pets, cuisine, fine art
01 Digital Content
01 Key Elements for Digital Content Creation:
1.1 Platform-Specific Content Strategy: Tailor content for each platform (Facebook, Instagram, Twitter, LinkedIn) to suit its unique characteristics and audience.
Align content with the brand’s tone, message, and visual identity while adhering to each platform’s best practices.
1.2 Content Types: Incorporate a mix of content types, including images, videos, infographics, carousels, stories, and live sessions based on the platform’s preferred format. Instagram
Mentor’s Showing off Multi-media animation highlighting exhibition event photos/text overlay
Video slowly revealing artwork
Video of the process
Video - Tour of the studio
Stills of the process
Multi-media showing books/artist’s
Brand’s tone & identity (Profile icon)
Profile: Me-artist in nature
Profile: Brand - Logo
Profile: Me-artist at work
Profile: Hightlight a piece of art
Digital Content
Key Elements for Digital Content Creation:
1.3 Content Calendar: Develop a content calendar outlining the frequency and schedule of posts for each platform.
Align content with current trends, events, and relevant industry topics.
1.4 Engagement Strategy: Encourage audience engagement through interactive content like polls, quizzes, contests, and user-generated content campaigns.
12 Week Content Plan
Digital Campaigns
02 Key Elements for Digital Campaigns:
2.1 Timeline: Develop a timeline for content creation and campaign deployment, including pre-campaign, campaign launch, and post-campaign analysis phases.
This digital content and campaign strategy aims to maximize engagement, drive traffic, and achieve campaign goals across various social media platforms.
Category
Paid media campaigns for leadgen
Project
Instagram Ads
Facebook Ads
Remarketing across channels
Campaign 1 - Intro/Gen Lead
Campaign 2 - Show a variety of pcs
Campaign 3 - Focus on 1 strong pc
Campaign 1 - Intro/Gen Lead
Campaign 2 - Show a variety of pcs
Campaign 3 - Focus on 1 strong pc
Funnel planning
Ads creation
Campaign
Blog about me
Blog posts
Content & SEO (+content distribution)
Influencers campaigns
Social media
Talk about exhibitoins/Art Galleries
Newsletter Create Template
Painting techniques
Video
Distribution
Branding
Lead-gen
1 post a day
finished painting lauch (turning canvas around)
Organic distribution
Paid distribution
New posts
Reposting
Digital Campaigns
1 Month Content/Campaign Strategy
Digital Campaigns
02 Key Elements for Digital Campaigns:
2.2 Campaign Objectives: Define clear and measurable objectives for each campaign, such as increasing website traffic, boosting sales, growing followers, or enhancing brand awareness.
2.3 Campaign Themes and Messaging: Create compelling campaign themes and messages that resonate with the target audience and align with the brand’s values and offerings.
2.4 Visual Elements: Develop eye-catching visuals and graphics consistent with the campaign theme to grab attention and convey the intended message effectively.
2.5 Call to Action (CTA): Include clear and compelling CTAs to guide the audience towards the desired action, whether it’s visiting the website, making a purchase, or subscribing.
2.6 Adaptability: Ensure campaigns are adaptable to fit the specific requirements and nuances of each platform, optimizing for different display sizes and layouts.
www.vickidunn.com
Social Media Content and Publishing Schedule
Business Name Vicki Dunn Art
Date April 2024
Platform where content will be found
Instagram Facebook IG Grid FB post
Posts will be posted daily during 10am and 18:00 hours
Artwork to encourage followers
1 Week Content Creation & Development
Due to the timing of these posts, many adults will either be on their lunch break during work or will have arrived at home.
Digital Campaigns
2.7 Budget Allocation: Define a budget for each campaign based on the campaign’s objectives, reach, and anticipated outcomes.
2.8 Monitoring and Optimization: Implement tracking mechanisms to monitor campaign performance against set objectives.
Regularly analyse campaign metrics and adjust strategies to optimize results.
Analytics
• GA4 (Google)
• Wix Analytics
• Open Web
• Analytics Adobe
Analytics
• Facebook
• Meta
Analytics
• Instagram
• Insights
Email Marketing:
• Mailchimp: Best for all-in-one marketing
OCN NI Level 4 Award Social Media & Digital Marketing
603/6643/6
Assignment Three: Digital Content & Campaign Development
Assessor: Darren McGinley
Centre Number & Name: Northern Regional College
13 March 2024
Name: Vicki Dunn
Student Number: 60041851
VICKIDUNNART digital content & campaign development