BA 370

Case: Paradigm Shift Part 2 (Social Media Strategy)

Case Prompt: Decide where and when to run a video ad on social media to target future Paradigm Shift interns.

Team #:

Team Name:

Section:

Part 1: Video Ad Social Media Strategy

List the following strategy elements for your video ad.

Platforms

On which social media platform(s) would you like to run the commercial (and any specifics on where the ad appears within the platform). Why?

Time of Year

When should your ad run during the year? Why?

Indicate when you when you would run the ads on the calendar on Part 2.

Time of Day/Week

What days and time of day should your ad run? Why?

Indicate when you would run the ads on the weekly calendar on Part 3.

Ad Targeting Options

Look at the page titled “ALL OF FACEBOOK’S AD TARGETING OPTIONS.” Assume these options are available on your platform. List at least three options you would choose to effectively target your buyer persona. Explain.

Part 2: Annual Calendar

Highlight / Shade / Mark the times of year to run the ad

Month

Sun

Mon

Tue

Wed

Thu

Fri

Sat

Jan

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

1

2

3

Feb

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

1

2

3

Mar

4

5

6

7

8

SPRING BREAK

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

Apr

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

1

2

3

4

5

May

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

1

2

June

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

July

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

1

2

3

4

5

6

7

8

9

10

11

Aug

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

1

Sept

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

1

2

3

4

5

6

Oct

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

1

2

3

Nov

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

1

Dec

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

Part 3: Weekly Calendar

Highlight / Shade / Mark the times throughout the day and week that you would like to run your ad.

Make any notes to clarify your strategy.

Time

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Notes

12am

1am

2am

3am

4am

5am

6am

7am

9am

10am

11am

12pm

1pm

2pm

3pm

4pm

5pm

6pm

7pm

8pm

9pm

10pm

11pm

NOTES