Social Media & Digital Marketing 3

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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

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