Driver Industrial: Brand Integrity Campaign

Lakota Fischer

Full Sail University

Executive Summary

Driver Industrial is an industrial safety equipment manufacturer that services mines and

industrial businesses around the world. Driver will be launching a social media campaign entitled
‘Driver Industrial: Brand Integrity’ within the coming months. The goal of this campaign will be

to promote brand awareness. The company will also be generating new relationships on the

digital front and announcing the launch of its new website.

Campaign Scope.

The main goal of the Driver Industrial: Brand Awareness campaign is to boost brand

awareness. With this in mind, the following SMART goals have been set: Boost brand awareness

by at least 25% after 6 months, gather a minimum of 5 followers per month over the course of

the campaign, obtain and maintain 10 new professional connections after 6 months.

KPI.

The following KPIs will be used to measure each goal:

Goal 1:

· Average Engagement Rate

· Click-through rate

· Social Share of Voice

Goal 2:

· Audience Growth Rate

· Reach

· Amplification Rate

Goal 3:

· Number of qualified leads

· Net Promoter Score

· Conversion Rate
Tactics.

The following tactics will be used to obtain the campaign’s goals:

Goal 1:

· Post new content once a week on all company social sites.

· Create web banners to promote brands.

· Run ads on social media sites promoting brands.

Goal 2:

· Add social media links to signature line of employee emails.

· Send out email blasts once a month asking current customers to follow.

· Tell Will-Call customers about our social media and ask them to follow.

Goal 3:

· Reach out to mining industry leaders not in our current connections.

· Respond to posts from potential new customers.

· Direct message leaders of industrial companies, introduce company and include

link to website.

Metrics.

The following metrics will be used to track the success of each tactic listed above:

· Number of new followers on LinkedIn, Facebook, Twitter, and Instagram.

· Post engagement rate.

· Reply time to messages and comments on content.

 · Number of brand mentions.

· Number of referrals to website and social media sites.

· Number of likes, comments, and shares of content.

· Number of customers retained.

· Number of new or repeat site visits.

· Customer Satisfaction and Retention.

ROI.

Driver Industrial is projected to see a major return on investment throughout this campaign. The

company’s boost of brand awareness could cause a 5% increase in sales within the first 3 months

of the campaign. The company could also see a significant rise in new customers obtained via

social media connections. Social media popularity is projected to increase by 10% with the

generation of new followers over the course of this campaign.

Timeline.
 References

Chen, J. (2021, July 30). The most important social media metrics to track. Sprout Social.

https://sproutsocial.com/insights/social-media-metrics/

Enochson, H. (2021, May 18). 27 Examples of Key Performance Indicators. OnStrategy.

https://onstrategyhq.com/resources/27-examples-of-key-performance-indicators/

Jackson, T. (2021, July 30). 18 KPIs To Measure Performance (& How To Choose &

Track Them). ClearPoint Strategy. https://www.clearpointstrategy.com/18-key-performance-

indicators/

K. (2021, February 17). The 7 Most Important Social Media Marketing Metrics. Keyhole.

https://keyhole.co/blog/social-media-marketing-metrics-that-matter/

Olafson, K. (2021, May 17). 19 Social Media KPIs You Should Be Tracking. Social

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performance-indicators/