revise draft email (social media direction)

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STC 233

Writing for Advertising Account Management

Editing Assignment

Due Monday, April 1 by 6 pm

Your Name

You’ve been asked you to review a draft email intended to be sent to the client at the Acme Corporation. (The company and industry are not important for our purposes.) Edit and re-write the email to make it a better email for the client. Make changes directly in the Word document.

Hi David,

 

In response to your request for a refresh of the existing Acme Corporation social playbook, below is an outline of our proposed delivery by end of January. We’d like to apply a phased approach to this ask given the shift in creative strategy we are all trying to implement in 2019 (starting with the initial social marketing campaign leading into a second campaign). As we analyze the existing content from both a creative perspective and a media perspective (heavier upper funnel emphasis), and, as other content takes hold, ideally the most successful elements will begin to permeate the entire strategy. As such, it seems futile to pursue a revamp of the entire playbook including creative and the correlating media approach at this time. Instead, we think it makes sense to address the larger framework topics first, like Channel Strategy and even before that, a fresh look at how the current social/content marketing landscape is changing and what that means for Acme. We will identify the newest opportunities for the brand and clearly define the mission and role of social in the brand’s marketing landscape. Not only will this effort ground us in our efforts moving forward, it will also serve as an educational foundation for those not as close to our work and purpose as you distribute the strategy internally. Further, a phased approach will permit us to deliver sections of the playbook to you faster than we would be able to in a single effort. 

 

At the outset, we will revisit the existing playbook and access all the progress the social team has made since the new strategies/goals were enacted. So much has been achieved in the past 12-24 months, its important to check the boxes on what has been done and is working, as well as what has yet to take hold and what we’ve moved away from. As “playbook” is sort of default term for various forms of social media strategies, and because we will not be delivering an entire “playbook” in one fell swoop, we will refer to the elements we are working on as: Reason for Being and Channel Strategy. We have had success with this approach in guiding other clients and believe this is the right place to start. We don’t intend to recreate the wheel here, just refocus, improve, and reinforce our foundational principles.

 

We would be happy to take you through this on a call or in person meeting. We’re happy to pop over for a chat.

 

Thanks, [Your Name]