Campaign Book Sales Strategy

Budget

The budget we have been assigned is 12K, and with this, we plan to maximize every dollar into

our social media platform presence. This plan includes targeting our LinkedIn, YouTube,

Instagram, and Facebook audience. We decided as a team to make these platforms our focal

point for engagement and brand awareness.

We are confident in our budget breakdown as it allows us to maximize each platform evenly

without taking away from another. We see each as equally important and want to ensure we

have the presence needed on each platform. In our research, we have found the importance of

gaining sponsorship for posts as it creates trust in the public from reputable sources, and we will

select a fair amount into community management personnel as it will keep things monitored

and allow us room to pivot if need be.

Below you will find our breakdown of one-time charges and important yearly costs:

● Community Management – 2K Yearly

● Image Library - $500

● Paid Advertising - $1000

● Social Media Templates - $1500

MARKETING STRATEGIES

● Digital Marketing: User Solutions Inc should invest in digital marketing, including search engine optimization (SEO), to improve online visibility. They should create informative and engaging content on their website, such as blog posts and case studies, to establish themselves as industry experts.

● Social Media Marketing: Use platforms like Instagram, Facebook, and LinkedIn to create brand awareness and engage with the manufacturing community. Share valuable content, customer success stories, and industry news.

● Sales Promotions: Consider offering special promotions or discounts to attract new customers. For example, they can provide a limited-time discount on software packages for manufacturing businesses.

● Public Relations: Collaborate with industry influencers or experts to write guest posts or participate in podcasts and webinars. This will help establish authority and gain credibility in the field.

● Communication Advertising: Improve communication with current clients. Collect feedback and address their needs by offering personalized solutions and excellent customer support.

● BUDGET AND RESOURCE ALLOCATION

Allocate and distribute the budget of $1,000 for:

● Digital Marketing for website development, SEO, and content creation. ● Social Media Marketing for social media advertising and content production. ● Sales Promotions for promotional campaigns. ● Public Relations for collaboration with industry influencers. ● Communication Advertising for customer service and support improvements.

KEY PERFORMANCE INDICATORS (KPIs)

● Increase in website traffic and organic search rankings. ● Growth in social media engagement and followers. ● Percentage increase in sales and conversions. ● Number of positive media mentions and PR exposure. ● Customer satisfaction and retention rates.

● MONITORING AND EVALUATION

Regularly monitor KPIs and make necessary adjustments to marketing strategies based on performance. Use analytics tools to track website traffic, social media metrics, and customer feedback.

CONCLUSION AND RECOMMENDATIONS

User Solutions Inc. has a significant opportunity to improve its marketing efforts to reach a broader audience in the manufacturing sector. By implementing the suggested strategies, they can increase brand awareness, attract new clients, and ultimately offer their existing and potential customers the best service.

Media Plan

Our plan for User Solutions Inc. will focus mainly on increasing brand awareness, improving

sales, promoting new product services, and improving social media presence across all major

social media platforms. Ultimately, we want to ensure that any customers looking for software

that can help their manufacturing business keep track of inventory and scheduling are informed

of what User Solutions, Inc. can do for them when shopping through social media. We will work

to make this possible through Facebook, Instagram, and YouTube using the following steps:

Facebook - Facebook will need the most work with 37 followers; there is big room for

improvement given the demographics and target profile we aim for; it is of the utmost

importance to gain traction here by engaging with customers and existing followers through

comments and posts. We will post here two times weekly to increase site traffic and exposure.

LinkedIn - Much like Facebook, there is an area of opportunity in LinkedIn to grow brand

presence, and it will be our focal point in attracting business in need of our software. With most

potential prospects on LinkedIn based on our research, we want to be aggressive and have 500

connections by April for maximum outreach. We will post weekly on the platforms, engage with

business owners in the same field as those we currently service, and engage with them for

network opportunities and sales. Every post will include the company website to increase the

main page traffic.

Instagram - Instagram - We will host live video feeds of virtual workshops and time for Q&A

for customers who want to learn more about what we do and our services. We want to increase

followers by 90% by the end of April, and we feel we will be most effective in this by posting on

this social media platform twice per week, using Canva for graphics postings, and publishing at

least one story/reel weekly for customer engagement and informed product knowledge.

YouTube - For YouTube, we want to increase views by 50% by April 2024 and gain over 100 new

subscribers within that time frame. This growth will occur by keeping our content unique, fun,

and engaging. We will respond quickly to our comment section to encourage viewers to

subscribe, knowing their voices are heard.

1

A maximum of 7-8 students will create an IMC agency that will develop a strategic communications plan and apply

what they have learned in class to a “real world” brand. Emphasis in the course is on the development of various

campaign components. The major assignment is preparation of a professional-style communications campaign

and plan book.

Agency Charge:

Each Ad Agency will be designated a client (industry partner), with a brief description of that client’s agency

charge. To access your Ad Agency’s Agency Charge, please go to Canvas – Discussions – click on – Ad Agency

Communication. There, you will have access to your Ad Agency’s Communication Forum.

• Project Scope Meeting - Meeting between students and client to confirm: project scope, communication styles, and important dates.

• Midway Check In - Meeting between students and client to ensure that progress is on track halfway through completion.

• Final Submission – Ad Agency to submit final campaign book (see syllabus for details).

• Feedback Provided - from client and instructor.

Teamwork

You will have to work on a team. No individual projects will be accepted. At the end of the semester, your peers

will decide a significant part of your project grade. So, it is a very good idea to be an active part of your team from

day one. The instructor can help if there are major conflicts among the team members, but it is strongly

encouraged that you solve all problems internally.

Format

Please review page 6 of your syllabus for specific layout details. The final campaign book must be in APA style

format.

Note: It is encouraged to create advertisements, layouts or any other creative materials, if your team is able to do

so. However, if your team is unable to, then detailed descriptions of visual concepts or copy are satisfactory

materials to present.

Campaign Book Instructions

Description:

Milestones

2

Evaluation: Campaign Book

The final project is worth (50%) 500 points toward your final grade in this course.

Critical Thinking

(Assesses content, research, analysis, application of findings, etc.)

Criteria (%) points awarded

All campaign elements are included (10%) 50 points

• Title page with names and titles of team members • Table of contents • Executive summary • Situation analysis • Research (primary and secondary) • Findings and implications • Objectives • Target audiences • Strategies • Tactics • Creative execution • Media plan • Implementation schedule • Budget • Evaluation • Appendix Research and information-gathering skills (20%) 100 points

• The situation analysis addresses both an organizational assessment and an environmental scan.

• The SWOT accurately identifies each element. • The research objectives are clear and appropriate. • The primary research design and methodology were appropriate for the subject

matter. • The sample is appropriately drawn and adequately documented. • The sample is sufficient in size for the purpose of the project. • Sources of data and information are credible and documented (where appropriate). • The evaluation plan follows research and campaign objectives. • The overall plan demonstrates students can conduct research and evaluate

information by methods appropriate to the communications professions in which they work.

• Students were able to apply basic numerical and statistical concepts.

Analytical skills (20%) 100 points

• The findings are specific and valid. • All findings are clearly supported by research. • The implications of the research are explained and interpreted. • The analysis of the research is thorough and clearly flows from the findings. • The analysis demonstrates that the students think critically, creatively and

independently. • The target audiences are complete and appropriate and stem from the research. • The communications strategy is appropriate and flows from the research.

3

Critical Thinking (continued)

(Assesses content: research, analysis, application of findings, etc.)

Criteria Points awarded

Problem-solving skills (10%) 50 points

• The plan has a stated overall campaign strategy (the big idea). • The “big idea” will resonate with the target audience and the client. • Recommendations contain appropriate and realistic integrated

communications strategies. • The media strategy identifies vehicles that are effective in reaching the

target audience(s) identified. • The creative strategy is supported by research and/or addresses key

challenges posed by the client or the findings. • The goals and objectives are appropriate and measurable. Implementation and execution skills (20%) 100 points

• The creative brief was concise and well executed. • The tactics are realistic, well integrated, and indicate good use of the IMC

mix. • The copy and messaging are likely to resonate with the target market. • The creative treatment follows good design and visual principles. • The media plan indicates integration of traditional and non-traditional

media outlets, including new media. • The plan, as suggested, stayed within the client budget. • The budget provided a thorough breakdown of costs and expenses. • The implementation schedule outlined all activities in a realistic timeframe. • The students demonstrated they understand concepts and are able to

apply theories in the use and presentation of images and information.

Written Communication

(Mechanics of the organization, writing and presentation of the paper)

Criteria Points awarded

Format and organization (10%) 50 points

• The plan is organized in a logical sequence. • The executive summary is complete and concise. • The plan provides enough support material/documentation to support

recommendations. • The plan is formatted and packaged professionally. Writing quality (10%) 50 points

• The paper is written in acceptable AP or APA style. • The paper contains a reference list and appropriate/consistent in-text

citations (if appropriate). • The paper uses the vernacular of the profession.

4

Deductions from Content Grade

Criteria Deductions

Total

Deductions

There are no errors in spelling, grammar, punctuation, capitalization, sentence structure, style, fact, and omission. The document is free of packaging and production errors such as margin and column alignments.

0-2 errors 0

3-5 errors 10

6-8 errors 20

9-11 errors 30

12-14 errors 40/fail

TOTAL SCORE

Accessibility Report

Filename:

Campaign Book Instructions_V1.pdf

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Summary

The checker found no problems in this document.

• Needs manual check: 2
• Passed manually: 0
• Failed manually: 0
• Skipped: 0
• Passed: 30
• Failed: 0

Detailed Report

Document
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Logical Reading Order	Needs manual check	Document structure provides a logical reading order
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