Creative Media Strategies Lesson 2: Social Engagement Message Design MICRO PROJECT INSTRUCTIONS
Task: Create a mini social media campaign focused on selling a product, service, event or idea. INTRODUCTION Using the lululemon “Come into Focus” campaign as a
model – you will work individually or in teams of 2-3 to identify and create a mini social media campaign focused on selling a product, service, event or idea. Your
campaign should be in line with the brand of the company you have selected and should focus on inspiring your audience to take action – make a purchase, register for
an event or signing up for a subscription. The product, service or idea can be existing but the campaign should be your own original work. ASSIGNMENT Part 1: 1.
Select a company that has a product, service, event or idea you want to promote. 2. Create a document and give it the title “Mini Project 2.” 3. Begin completing your
assignment by using the following outline: a. Your name or team member names (so I know who worked on the project) b. 5W’s [inverted pyramid: 1-4 sentences each] c.
Who: Provide more detail about your target audience such as age range, gender, education level, marital status and other demographic information. d. What: What makes
product, service, event unique? e. Where: Where can customers make a purchase? In stores? Online? Be specific. f. When: How can you create a sense of urgency for
customers (i.e. date range for offer? coupon code? require customers subscribe to email?) g. Why: Why should customers buy this product, service, event registration?
What is their incentive? h. How: How customers can learn more? 4. Craft the narrative formula (narrative platform) for your campaign. a. What are you going to write
about? (i.e. people, products, new service) b. Describe the product, service, event, etc. c. Who is the core audience?
d. What are the selling points? What are it’s unique attributes? e. What key words, phrases, mantras, etc. can be affiliated? 5. Campaign Objective(s): a. In
narrative format define the main objectives of your campaign? (e.g. to get people to make a purchase? where – in person or online? or to get them to register? join via
membership? Reference up to 3 key objectives. [short paragraph or bullet list] 6. Campaign Theme: a. In narrative format articulate your main campaign theme (i.e.
#RealBeauty (Dove); “Rule Yourself” (Under Armour); #ThatsGold (Coke); “America is in your Hands” (Budweiser); #LikeAGirl Rocks” (YouTube). Also describe the overall
tone you hope to convey (i.e. funny, casual, emotional). [short paragraph or bullet list] 7. Call to action: a. What is your main call to action or key takeaways?
What do you want your target audience to do? List no more than two) [2-3 sentences] Part 2: Now that you have completed your campaign profile, as well as your campaign
messaging, you are ready to craft your draft promotional messages three channels. Like lululemon – incorporate your campaign theme and mantras throughout each post.
You can promote different products -or put emphasis on one as long as you maintain consistency throughout. 1. Craft messaging for three channels. a. Visit the social
media channels of your selected company before creating your posts so you stay in line with their overall tone and style. You will select three of their channels for
this assignment. b. Select 1-3 images to incorporate into your posts. You can select one off the company site – or feel free to visit this royalty-free image resource
page. Insert the image you select in your document along with each post. Underneath it, note the source of the image (url where you downloaded it) c. Write copy that
includes a photo or gallery for THREE of your selected company’s channels. Refer to “Writing for Social Channels Best Practices” – as a resource. 2. Review document
layout and formatting – look for consistency in style (bold, ital, underline, spacing) and that your sections are clearly labeled. Proofread and check grammar,
sentence structure and punctuation (run spellcheck). Double check all elements and outline sections are complete. RESOURCES • Research & Writing Rubric SUBMITTING
THE ASSIGNMENT When you are done, turn in your finished document as .docx or pdf to the designated dropbox in Blackboard. (Note: .pages format is not acceptable.)
