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Direct & Digital

Marketing
Aalia Agarwal, Dhvani Gokani, Rutuja

Bhanushali, Samyak Bafna, Yash Jain

 CONTENTS
ABOUT ALL.YARDS
IDEAL CUSTOMER
IDEAL CUSTOMER - CONVERSE CHANNEL
MOST VALUABLE CHANNEL
SOCIAL MEDIA CALENDAR
INFLUENCERS
SHOUTOUTS
WHAT EFFORTS WENT TO WASTE?
WHERE SHOULD WE FOCUS OUR EFFORTS ON?
OPPORTUNBITIES FOR GROWTH
COMPETITIORS
ANALYTICS
#1 AUDIENCE ANALYTICS (INSTAGRAM)
#2 FEED ANALYTICS (INSTAGRAM)
#3 STORYANALYTICS (INSTAGRAM)
#1 AUDIENCE ANALYTICS (LINKEDIN)
#2 FEED ANALYTICS (LINKEDIN)
BEST & WORST POST
ACHIEVEMENTS
ABOUT ALL.YARDS

.All yards is a social media agency that is suitable for

small and new businesses.

We provide marketing solutions and keep up with

the ongoing trends. Whether it's social media
advertising, social media optimization or social
media management, with our tailored social media
strategy, we help brands stand out from the crowd.

VISION: MISSION:
Our vision is to create
Our mission is to
a platform and
provide the best
community of trends,
customer results
insights and
possible and deliver
campaigns while
the WOW factor
providing shelter to
through our services.
small brands for all
their marketing
needs.
ABOUT ALL.YARDS

The objective of our page is brand

awareness and engagement.

OBJECTIVE

Instagram LinkedIn
CURRENT STATISTICS
Instagram:205 followers, 45 posts.
LinkedIn: 27 followers, 12 posts
IDEAL CUSTOMER

The ideal customer of All yards is anyone

who needs help with their social media
marketing and management.

We believe that if a brand wants to stand

out, we can help them out!

The “All” in All Yards literally stands for all

things marketing, therefore, our target
audience also includes marketing geeks;
hungry for marketing knowledge.
 IDEAL CUSTOMER -
CHANNEL OF
CONVERSATION
Our A small percentage of our
customers customers also converse on Twitter
vividly and a smaller part converses on
converse on Pinterest too;But these customers
Instagram usually use either Instagram or
and LinkedIn - making Instagram and
LinkedIn. LinkedIn our targetted channels.

MOST VALUABLE
CHANNEL
Our channels are LinkedIn and Instagram
where our target audience converses the most.

Also, Instagram is comparatively more valuable

as it gives us a platform wherein we can
converse informally too with our customers and
helps us know them better

Instagram gave us more exposure in terms of

engagement, likes, views as compared to
LinkedIn.
 SOCIAL MEDIA
CALENDAR
AUGUST 2021
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4 5 6 7
Reel : Friendship Day Static : New Instagram Static : Tokyo Olympics Static : New Instagram
Static : Friendship Day. feature no.1. winner. Feature No.2.
Static : Meaning of our Video : Brand Logo Story : Tune in Saturdays.
name. Static : About US.

8 9 10 11 12 13 14
Story : - Book Lovers Day. Static - Podcast for Static - Offers provided by
- Reposting followers marketers. brands on independence
recommendation. Static - Podcast for Day.
marketers. Static - Offers provided

15 16 17 18 19 20 21
Reel : Independence Day Static: Guess the Brand. Reel: How to make the Reel: BTS of an agency.
Static: Patriotic Movie right graphic. Video: How to make the
recommendation. right graphic.

22 23 24
Reel: Motivational reel. Story: Poll - Followers want
info on DMart or Walmat.
Static Poll - Followers want
info on DMart or Walmat.
25
Static : Tips to write the
best Facebook ads.
Static : Tips to write the
best Facebook ads.
26 27 28
Static : Company model
beakdown - DMart.
Static : Company model
beakdown - DMart.

29 30 31 31 July
Story : Tune in Monday Reel: Client Introduction 1 Reel: Logo Reveal
Story : Aesthetic Shoutout Static : Founders Post
Static : About US.

SEPTEMBER 2021
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

29 30 31 1 2 3 4
Story : Aesthetic shoutout Reel : Client Introduction 2 Reel : Client Introduction 3
Video -Client Intro 1 Story : Aesthetic shoutout Story : Aesthetic shoutout
Video - Client Intro 2.

5 6 7 8 9 10 11
Reel : Reel Idea for small Reel : Chrome Extensions. Story : - Ganpati wish.
businesses. - Tune in Fridays (Ganpati)
Video : Client Intro 3.

12 13 14 15 16 17 18
Static : Do's and Dont's of Reel : Aesthetic story Idea Reel : Aesthetic story Idea Static : movie
instagram. for small businesses 1. for small businesses 2 & 3 recommendations
Video : Chrome Extensions. Story : Guess the Brand Static : Do's and Dont's of
Linkedin.

19 20 21 22 23 24 25

26 27 28 29 30 1 2
NOTE

Instagram.
All the Posts have been hyperlinked. Therefore, tapping on

certain post in calendar will redirect you to respective

Linkedin. platform and post.
 INFLUENCERS
Why have we not worked with
any influencers?

Since we weren't aware of any influencers in this

industry we decided not to use them to promote our
brand. Engaging with an influencer who is
unsuitable for the brand can be seen negatively by
the audience.

Not everyone who has a big following is necessarily

right to promote the brand. His/Her persona might
not jive with the brand, leaving our audience
confused.

However, we tried reaching out to the Olympic

medalist Ms. Lovlina Borgohain who engaged with
our post, but we did not get any further response.
 SHOUTOUTS
Aesthetic posters were created to give
shout outs to our clients.

@saygraze_ @yourspersonally.28 @_artquirks

 WHAT EFFORTS
WENT TO WASTE?

After evaluating & studying the performance of

our posts along with the amount of effort which
went behind the scenes to reach our entire
audience.

We've realised that in the process, no kind of

effort has gone to waste. Upon noticing, even our
low matrix posts have reached the right target
audience.

e.g. One of our client reel got very less views yet it
certainly reached the targeted people which got
our client a good amount of traction to her page
and even got her orders. Thereby, making it a
successful post overall.

Thus by taking the example of this and a few

other low matrix posts, we concluded that none
of our dedicated efforts went to waste, thankfully.
 WHERE SHOULD WE
FOCUS OUR
EFFORTS?

According to instagram
Focus should be more on
analytics & insights we've
interactive posts & stories
observed that reels have
like quizzes , polls, etc. to
worked out best for the
increase engagement .
page.
 OPPORTUNITIES
FOR GROWTH
As per our analytics, posts that are informative,
specifically the ones related to marketing podcasts,
books or strategies of a brand create a good
impression, hence for Growth such posts should be
made.

Expanding: All yards can also explore new social

media platforms on the basis of it's target audience
like Twitter and Facebook and enagage in cross-
promotional activities.

Instagram lives : Instagram live is one of Instagram's

most interactive feature. This feature could be used to
call upon industry giants or members of our team to
talk in depth about different fields of marketing.
 COMPETITIORS

Our competitors mainly include small scale digital

marketing agencies which adhere to the needs of
small businesses who wish to scale up their digital
marketing game.

These agencies base their models on popular channels

like Instagram, LinkedIn Twitter.

They attract customers by running informative posts on

subjects of importance which enhance knowledge.

They also curate creative content which is appealing to

the eye and serves a purpose or conveys a targeted
message.

Teaches about growth and focuses on growth as well as

brand visibility.

Creates personalized, out of the box content and

drives it for their clients.
 ANALYTICS
#1 AUDIENCE ANALYTICS
Instagram

Total Follows - 220 Total Unfollows - 15

Accounts Reached - 12,870
Location of Audience - India(92.2%), Canada(1.7%),
Brazil(0.9%), Nepal(0.9%), UAE(0.9%)
Gender - Men(51.4%), Women(48.6%)
Age - 18-24 (74.8%), 25-34 (20%), 35-44(2.6%)
Most active Time - 6p.m. - 9p.m. and 9a.m. - 12 p.m.
Most Liked Content - Reels
 ANALYTICS
#2 FEED ANALYTICS
Instagram

Post wise analysis

Including Reach, Engagament, Impressions, Engagement
Rate, View through rate, etc.
 ANALYTICS
#3 STORY ANALYTICS
Instagram

Total number of stories uploaded - 69

Highest Number of Accounts reached - 140
Lowest Number of Accounts reached - 36

Few of Many interactive stories

 ANALYTICS
#1 AUDIENCE ANALYTICS
LinkedIn

Total Followers - 27
Location of Audience - Mumbai (53.33%), Ajmer
(13.33%), Jhalawar(6.67%), Gwalior (6.67%)
Page view (August) - 126
Unique Visitors (August) - 48
Job Functions of Visitors - Business Development
(46.67%), Marketing (26.67%), Education (20%),
Human Resources (6.67%)

#2 FEED ANALYTICS
Post wise analysis
Including Engagament, Impressions, Engagement
Rate, View through rate, Click through rate etc.
 BEST POST

Instagram LinkedIn
ER = 44.02% ER = 15.66%
Likes : 63 Likes : 13
Comments : 30 Comments : 0
Shares : 10 Shares : 0
Reach : 234 Impressions: 83

WORST POST

Instagram LinkedIn
ER = 2.86% ER = 3.17%
Likes : 35 Likes : 2
Comments : 2 Comments : - 0
Shares : 0 Shares : - 0
Reach : 1295 Reach : - 74
 ACHIEVEMENTS

Our first achievement was In the following weeks, we

bagging a client in the first gained 3 more clients.
week of our launch itself.

With that, for our Olympic For our podcast

post, we had the winner suggestions, we had the
'Lovlina Borgohain' podcaster 'Varun Duggirala'
engaged with our post. engaged with our post.
 REVIEW
Managing a business' social media page is not
as easy as it sounds. The whole process was
overwhelming as well as thrilling; be it
deciding our brand name, brainstorming for
the content, or catering to the analytics, it was
all a wonderful experience. Curating posts to
fulfill the need of our audience and giving
them a reason to follow and engage with our
posts was a challenging yet a learning
experience. Together at all yards, we not only
took this challenge but also impressed our
audience as well as our clients. This project
helped each one of us understand our strong
suits and learn from each other.
 REVIEW
We as team have worked on many projects in the past but this one had
something special. Working at All Yards has taught me alot more than I
expected. From planning posts every week to designing them it has been
an amazing journey. Communicating & collaborating with clients, creating
posts which actually generated traffic on their page was such a relief to us.
All yards helped me execute my theoretical understanding into practicality.
I want to thank my team for always believing in me and supporting me
even when things went haywire. Cheers to All Yards!

Yash Jain
-Client Servicing Head

Ever since I was a little girl, I've had a vivid imagination & a great love for
writing. Over the years as other things took priority, my writing has taken
a back seat; but with all yards, my team ensured that I got the opportunity
to write copies and captions and make our imagination come alive. All
yards gave me a platform to better my analytical & social media
management skills, and they're still in the works. This team has been
together since the first and honestly, every time we learn something new
from each other and better ourselves together.

Dhvani Gokani
- Content Head
All.Yards helped me explore the skills I didn't know I had. I always
thought the creative part of me isn't active, but while working I was
encouraged to explore that side. My team mates often motivated me
and gave me scope for improvement. Handling All. Yards was like doing
an internship in itself. With all the responsibilities, I was pushed towards
managing my time optimally. Strategizing, effective communication
and ensuring everything is done in time was a task I improved in, over
the period.

Rutuja Bhanushali
- Strategy Head
I’ve worked on numerous projects/ assignments with this team and they’ve
always called me the “Creative person” of the group but when we started
working for All Yards, we put all our minds together to get the creative
juices flowing & it wasn’t just me but the whole team’s creativity which
popped out. We worked exactly like an actual agency; focusing on all the
intricacies, brainstorming ideas for hours, having deadlines, working
towards precision & the most important of all- having fun while doing it. For
me, the name “All Yards” actually defines it all.

Aalia Agarwal
- Creative Head

From 69 stories to 45 posts, Each thing during All.Yards journey taught me

something or the other. I was able to explore my interest in graphic
designing and content writing. All.Yards helped me build my graphic
designing skills, it helped me bring out my best creative self. All.yards
provided me with a peek into the broad and ever-changing world of social-
media marketing revealing how effective communication and right graphic
can take your social media channel to skies.

Samyak Bafna
- Design Head
 Hypothesis 1

Hypothesis
Does the reach of the reel affect the
engagement
Null: Reach does not affect the engagement of
a reel.
Alternate: Reach affects the engagement of a
reel.

Interpretation
 Hypothesis 2

Does the reach of the post affect the

engagement?
Null:Reach does not affect the engagement of a
post.
Alternate:Reach affects the engagement of a post.

Interpretation
 Hypothesis 3

Do the number of shares affect the number of

likes of a post?
Null:The number of shares of a reel does not affect
the likes of the reel
Alternate :The number of share does affect the
number of likes on a post.

Interpretation
 Hypothesis 4

Does a person who shares the reel even save it?

Null: A person who shares the reel does not save it

Alternate : A person who shares the reel saves it

Interpretation
 Hypothesis 5

Hypothesis Does sharing your post on Instagram stories

increase reach?
Null:Sharing posts on Instagram stories does not increase
reach
Alternate:Sharing posts on Instagram stories increases
reach.

Interpretation
 Hypothesis 6

Hypothesis
Does the length of the reel affect its reach?
Null: length of reel does not affect its reach.
Alternate: length of the reel affects its reach.

Interpretation
 Hypothesis 7

Hypothesis
Does the reach of the post affect the impressions
of a post?
Null: Reach of the posts does not affect the
impressions
Alternate: The reach of the posts affects the
impressions

Interpretation
 Hypothesis 8

Hypothesis
Does the impressions affect the saves of a post?
Null: Impressions of a post do not affect the saves
Alternate: Impressions of a post affect the saves

Interpretation
 Hypothesis 9

Do the impressions of our content affect its

engagement?
Null: Impression of the content does not affect the
impressions
Alternative: The Impression of the content affects
the engagement

Interpretation
 Hypothesis 10
The amount of likes on our posts on average is at
least 50

Null: The posts have an average of less than or

equal to 50 likes
Alternative: The posts have an average of more
than 50 likes

Interpretation
 Hypothesis 11
Do the likes on our content affect the saves?

Null: likes on our content do not affect the saves

Alternative: likes on our content affects the saves

Interpretation
 Hypothesis 12

Hypothesis
Do the views of the reel affect the engagement?
Null: views of the reel do not affect the
engagement
Alternate: views of the reel affects the
engagement

Interpretation
 Hypothesis 13

Do the saves of our content affect the shares,

comments and likes?
Null: Saves of our content do not affect the shares,
comments and likes
Alternate: Saves of our content affects the shares,
comments and likes

Interpretation
 Hypothesis 14

Hypothesis
Do the reels have a reach that is less than 600?
Null:Reels have reach more than or equal than
600
Alternate: Reels have reach less than 600

Interpretation
 Hypothesis 15

Hypothesis Do the no. of saves have an impact on

the reach?
Null: No. of saves do not have an impact on reach
Alternate:No. of saves have an impact on reach

Interpretation