Module Name: ​Content Creation & Marketing

Nature of Assignment:​ Creative Content and Campaign Strategy

Format of assignment:​ Powerpoint presentation/Google Slides
Live Project:​ Brand allocated to you during the course
Assignment Type:​ Individual Assignment
Assignment Submission:​ Submission on Papafit

You have briefed to create a campaign for your brand where you would have the following media
mix at your disposal
● Social Media Platforms
● ORM
● Influencers
● Email

You need to create content (paid / organic) for each of the above that help amplifies your
campaign.

Task 1:
Survey your customers and identify paint point(s) related to your brand.
(e.g. Uber users have a problem of cancellation of trips and users are losing trust from the brand
due, can you think of a campaign which can solve the brand pain point?)

Task 2:
Buyer Persona:
● After identifying the pain point, Create 3 Buyer Personas for your next campaign

● Buyer Personas should represent the primary and secondary audience

● Utilise Personal Information, Professional Information, Hobbies & Interests, Challenges

& Media Consumption while developing a Buyer Persona

Task 3:
Campaign & Content Calendar
Think of a campaign which could solve the brand pain point (same as researched in step
1). Think of one Hashtag or 1 line communication which could set the base for a content calendar.
Create a content calendar for the upcoming month. Utilise content buckets and content types for
creating a content calendar.
The campaign should be ​highly engaging​ & would have a ​‘share’​ quotient in it
Add the following aspects to your content calendar
● time & date for the posting
● platform
● Content-type (blog, infographic etc)
● placement if any (story, blog, carousel, etc)
● Bucket Type (Educational, Promotional, etc)
● Content description (elaborate on the idea of content)
● Reference content (give references done by any brand)
● A copy for the content (caption, 1 liner or description to be posted along with the
content)

Task 4:
Creation of Posts
● 2 Instagram stories
● 3 Facebook Single Image Post
● 2 Instagram Post
● 4 tweets
● 2 GIFs
● 5 Blog Copies (Titles of the blogs along with a short indication of what the content would
be)
● 2 Listicle Copies (Titles of the blogs along with a short indication of what the content
would be)

Task 5:
Facebook & Instagram Advertising
● Choose 1 Objective and create 1 Ad Campaign
● Under that same objective create 3 Ad Sets, with 3 different audiences. 1 Ad Set needs
to be created by 1 person, hence a group of 3 shall create 3 Ad Sets
● Every Ad Set needs to have 2 Ads i.e. 1 Ad could be a single image Ad and 1 Ad could
be a carousel Ad / SlideShow
● Create Ad Creative Copies, Post Description​ (you need to showcase the actual preview
of these ads created through the Ad Manager)
● Create a landing page on WordPress and apply the norms of landing page while making
one
Task 6:
Other Platforms:
● Create an Ad for a platform other than Facebook & Instagram e.g. Twitter, Pinterest
● 1 Creative will suffice

Task 7:
Influencer Marketing (Budget Rs. 7,00,000)
List down​ 3 - 5 influencers​ for your brand. ​Why did you choose them​? What do these
influencers generally talk about​?

You have a budget of Rs. 7,00,000 to choose your influencers. Please contact those influencers
and find out their commercials.

Recognise the influencer

Justify your choice (tonality matching, the relevant audience is following them, the popularity of the
influencer)
Combination of macro and micro-influencers should be doable
Deliverables of the each influencer
How would you utilize these influencers for your brand?
Give ideas and also mention key deliverables expected from the influencers.
Estimated impact of the partnership which each influencer
Estimated compensation for each influencer (not always monetary, could also be through a
sampling of products, services or some form of barter)
(E.g creating a video for you, how many views are you expecting)

Task 8:
Email Marketing
Integrate email marketing in your campaign.
This email should have a minimum of ​5 sample emails.​ The end goal of the email is Sales. This
doesn’t mean all emails have to be sale related. They could be engaging as well.

How will your campaign help ​obtain new subscribers ​(from ads or from organic website visitors)
and how will you ​increase the number of subscribers​ in your database.
What emails will be sent to them ​(Email subject lines)?
Need 2 points explaining what will be in the email?
What is ​the email automation strategy?

Task 9:
Online Reputation Management
Identify any 5 Online Platforms/web pages​ that can increase your online reputation and can
increase the impact of this campaign. eg. Gathering testimonials/ making loyal customers
participate in the campaign etc.

Please put in ​screenshots to support your point.​ For E.g. On Quora, find questions revolving
around your brand/category which, the current campaign though, you are presenting can help
solve.
Also, suggest responses/holding statements where necessary (especially if your brand is not
doing a good job with them currently).

You will be graded on:

● How well you have identified the campaign insight (pain point)
● The choice of the marketing media mix to unfold your campaign
● Creative Campaign Ideas
● Quality of presentation
● English grammar and punctuation – Font styles, sizes as well
● Your creatives – Start learning a little photoshop
● Your logic and reasoning while presenting to the jury
● Your presentation skills and talking skills (Major Component)
● We do not appreciate text-filled PPTs. Save the text for talking on the final day

Best of luck :)