Posted: November 30th, 2022

Your submission should include the following: 1. Introduction to the client (his

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Your submission should include the following:
1. Introduction to the client (history, mission, vision, brand identity, corporate goals)
2. Situation analysis (social/political/economic landscape, current publics, target audience)
3. Social media monitoring
4. Communication objectives (a minimum of two)
5. Campaign proposal (including proposed channels, sample content, SMART campaign objectives – a minimum of two)
6. Editorial/Social calendar (It should include at least 10 entries – it could be 1 week, or up to a year’s length, depending on the nature of your proposal)
7. Metrics

Class Notes (Explanation):
Part 1: 1-4
Part 2: 5-7
I. Part 1
A. Section 1. Introduction to the client
1. Introduction should be more than 2 pages
2. Brand identity: How company define themselves and how other seen them as a brand, how people perceive
B. Section 2. Situation analysis
1. For example, political landscape, if the policy of the company for employees is ethic
C. Section 3. Social media monitoring: needs 4 subsections
1. What your client (the company) has been doing online
2. The competitors: 4-5 competitors, what your competitors do on social media, competitors’ website, and the news about them
3. Consumers and audiences: what audience they have, and what do the audience care online (what topic and hashtag audience concern and retweet)
4. Industry leaders: Influencial people/Government who influence your audience
D. Section 4. Objectives
1. From previous assignments (needs connection from the previous steps—how the previous steps lead to the specific objectives), should connect naturally from section 1-4
II. Part 2  (Part 1 is like research, Part 2 is your ideas, plan, creativity, and proposal)
A. Section 5. Campaign proposal
1. Sample content: at least 2 sample content, could be 2 storytelling, or 1 story with 1 photograph/video…as long as could be used for company to post online (need sample for each channel/platform-ins/tiktok…)
B. Section 6. Calendar
1. Could be List/Table/Boxes, need to be specific
2. You depend the campaign frequency which depends how long the calendar is.
C. Section 7. Metrics
1. How are you going to measure whether your campaign works or not.
2. If 2 objectives, then at least 2 metrics, more is better. And need to explain why.
Don’t need to consider exceeding the pages, as long as explaining each section specifically.
Do not just copy and paste the previous assignments, you’re always revising.

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