java assignment

BUS2SMV Social Media and Visualisation

Assessment 2: Social Media Marketing Plan

Word limit – 1500 words (+-10%) (excluding Cover Page, Executive Summary, References and Appendices)

Format – Times New Roman, 11 font size, 1.15 spacing, 12pt spacing between paragraphs.

Brief Structure

NORTH Link’s Assistive Technology Cluster

Purpose To develop a social media marketing strategy and campaign to raise the B2B profile of our new Assistive Technology cluster and bring in new organisations to work with.

Organisational Background

NORTH Link is a strong regional partnership of industry, education, health and government,

established in 1995, that plays an integral role across northern metropolitan Melbourne.

A business network and regional economic development advocacy group representing

Melbourne’s northern region, NORTH Link comprises local councils, local tertiary education

institutions, industry, and health.

NORH Link manages/operates a number of projects contributing to the overall aim of

economic development of Melbourne’s north.

On top of advocacy to government and research into the region, projects NORTH Link

manage/run include:

• Melbourne’s North Food Group and Melbourne’s North Advanced Manufacturing

Group, industry groups that grant SMEs discounted access to trade shows,

information webinars, industry tours, collaborative opportunities and more.

• Jobs Victoria Employment Services provider, helping long term (or at risk of long

term) unemployed people find work – particularly those with disabilities, poor

English, single parents, etc.

• Data Analytics Hub and Northern Industry Student Placement Program, two student

placement programs that connect businesses with education to set up student

placements and real-world class projects such as this.

Relevant Project

Marketing Goal Theams

• Draw interest from businesses that don’t currently engage with our program

• Drive collaboration and communication between health and manufacturing

• Create sharable content that executive staff at larger organisations will show to less senior staff to broaden knowledge throughout partner organisations as to the work being done.

NORTH Link is launching a new Assistive Technology Cluster. Assistive technology are

devices or other goods that assist disabled people in living with their disability. A

wheelchair or hearing aid could be considered an assistive technology. Australia often

imports these kinds of devices, which are often not fit for purpose or require

customisation to be properly effective. This may mean needing to send the devices back

overseas if the customisation is especially critical.

Challenges

1. The Assistive Technology Cluster is competing for communications airspace with

several other programs and regional news. How can we ensure that we have a

continuous feed of interesting content for the Assistive Technology Cluster that will

ensure that the audience is engaged even through posts that don’t relate to the

program.

Eg: If I am a healthcare worker, I may not care about Advanced Manufacturing Group

posts or student placements. How many posts should be about Assistive Technology

compared to other programs? What is the tone?

2. The chasm between healthcare/disability and manufacturing. The challenge of the

project as a whole is to bring these two industries into the same space to build a

conversation and drive collaboration. Naturally, this issue is exhibited in the social

media content which needs to address and interest both audiences.

3. How to develop an ongoing media campaign to highlight Australian's ability to work

together to create and modify AT products that are appropriate for Australians and

how to promote the concept that all people experience disability at times in their life

so AT is for everyone.

Competitors Current medical/assistive technology manufacturers

Current or Previous social media Work

NORTH Link Facebook: https://www.facebook.com/MelbournesNorthlink NORTH Link LinkedIn: https://www.linkedin.com/company/7591368

Target Market

• Manufacturing Business owners

• Health organisation executives

Example organisations: DPV Health, Sutton Tools, Brite, Swinburne University

Intended social media Communications Mix

Facebook, LinkedIn, website, EDM (Electronic Direct Mail).

Key Issues/Considerations

• Anything done on social media will likely need to point to our website so that people can engage.

• We’re unlikely to be selling anything in a traditional sense.

Other relevant information

Expected budget of approximately $5000. Would like to know how realistic this is or what could be done with a higher or lower budget. Current plan is to leverage existing platforms. If new, dedicated platforms are suggested, there will need to be justification. We currently run separate pages for Melbourne’s North Food Group. MNFG Facebook: https://www.facebook.com/MelbournesNFG MNFG LinkedIn: https://www.linkedin.com/company/13743000/

Task - Develop a Social Media Content Strategy to achieve the Marketing Goal above. Outline presented below.

1. Cover Page

2. Executive Summary (10% of the overall word limit, NOT INCLUDED IN THE FINAL WORD COUNT)

a. Efficiently summarise the report including key findings and takeaways and proposed courses of action.

b. Here is a good video outlining what has to be included – click here to watch

c. Here is a detailed guide to writing a good Exec Summary – Crafting a Powerful Executive Summary - HBS

Working Knowledge - Harvard Business School

3. Introduction (100-150 words) – Introduce organisation and purpose of this report. Outline of the rest of report.

4. Social Media Audit

a. SWOT (min 3 pts. for each of SWOT). This SWOT is for the social media component of the organisation.

b. Competitor Review (Week 3) – Use SocialBlade and any other mechanism to conduct this. You can also go on

competitor website to check.

c. Social Media Monitoring - Use elements from BuzzSumo, Brand24 and/or another social media monitoring tool.

You will need to present the analysis with appropriate schreenshots of dashboards from the tool(s) you have

used. Do not simply copy the full dashboard from these locations without any proper analysis or explanation.

5. Social Media Goals and Objectives

a. Out of the marketing goals theams provided select TWO and develop Two major goals

b. For each of the goals, develop 3-4 SMART Objectives (minimum of 2 Objectives per Goal selected)

6. Segmentation & Targeting

a. Create the TWO potential Personas based on the Target Market presented in the brief. One for each type of target

mentioned in the above brief.

Also make sure that you describe the segmentation variables for B2B before you include personas you created.

Please look at the examples provided under resources section to get a better idea.

7. Proposed social media campaigns (2 campaigns). Each Campaign will include (must use creative graphics)

a. Type of campaign – Select and briefly explain your coice i.e., link it with the Persona characteristics (e.g.

#healthytasty, #back2campus, giveaways, testimonials, free professional development seminars, get career ready

etc.)

b. Platform(s) – Justify platform mix (using the honeycomb framework and competitor review)

c. Duration – For how long you want to run these campaigns.

d. Key Message – Campaign specific

e. Goals and Objectives (this is campaign specific, which must align with the main goals and objectives)

f. Engagement and Content Strategy – Description of the execution, type of content, intended outcome etc.

g. Budget – rough estimation of costing to run the campaign

h. Visual Mockup of the campaign – you can use Canva, Photoshop etc.

8. Activation Plan

a. Table with activities and timeline – Use GANTT chart (from week 4)

b. You can also include a sample of the social media content calendar in the appendix. This will not be part of the

word limit. Would be an excellent addition.

9. Monitoring Performance

a. Define how you will measure performance/progress. The metrics selected must justify the objectives it is

measuring. Metrics must match the above objectives.

10. References (not included in the word count)

a. Minimum of 6 academic references. In text-references needed

b. Harvard referencing style (see https://latrobe.libguides.com/harvard)

11. Appendix/Appendices – (if used, not included in the word count)