MRKT 223 Group Assignment

Social Media Strategy & Ad Campaign

1. The Group
a) Create groups of 3-5 or as per your instructor guidelines
b) You can create a group or instructor has the right to randomly assign group members

2. The Client
Pick an organization (private or non-profit) that you will use for your project
a) Ideally, you have some familiarity with the organization
b) The organization should have an existing but modest social media presence
c) All organizations must be approved by your instructor (share organization’s
website/social channels/why you would like to pick it)

3. Social Media Strategy and Presentation (20%)

Develop the social media strategy for the organization using in class information, and external
sources/research. If possible/applicable, you may also interview key people at the organization.

Your social media strategy should include the following:

a) Social media goals: What are/should be the goals of the organization on social?
b) Brand Identity: Can you describe what the organization’s brand identity should be on
social? This includes the voice and tone, mission, vision, and look and feel.
c) Audience: Who are the different audiences the organization should engage with on
social? This can include employees, customers, partners etc.
d) Channels: Based on your research, determine the best social channels the organization
should use to engage with the audience. Note, since the organization is likely to have
modest resources, you should only pick 2-3 channels.
e) Content:
 What type of content should the organization create and/or curate? Should it be
infographics, videos, stories, Gifs etc.?
 What are the key topics (what should the content be about)?
f) Monitoring: What keywords should the organization monitor on social?
g) Influencers:
 What influencers should the organization work with to help it achieve its goals?
(Research and show at least 3 influencer examples).
 What tactics can it use with these influencers? Provide at least one example.

h) KPIs: How will you assess the success of your social media strategy over time? What
are the tools that you will use to measure success?

4. Social Media Ad Campaign (optional: bonus mark 3%)

In addition to organic tactics which take time to show results, the organization would like to
leverage social ads towards various goals. For this part of the assignment, you will be required to
use the Facebook, Twitter and Instagram Ad editors and take screenshots.

Note: You are only required to pick TWO of the following scenarios for your ads. These scenarios
these should align with your social media strategy above (explain briefly why you picked them)

a) First, the organization would like to increase its Facebook page likes.
 What ad campaign should it create?
 Provide an overview of audience targeting (screenshot is fine)
 How can the organization measure the success of this campaign?
 MRKT 223 Group Assignment

b) The organization would like to grow its awareness using Twitter ads
 What campaign should it create?
 Provide an overview of audience targeting (screenshot is fine)
 How can the organization measure the success of this campaign?

c) The organization would also like to grow its website traffic using Instagram ads.
 What campaign should it create?
 Provide an overview of audience targeting (screenshot is fine)
How can the organization measure the success of this campaign?

5. Deliverables & Deadlines:

There are three parts to this assignment as follows. This assignment is worth 30% of your grade.

At the start of this assignment, it is recommended you discuss with your group members how you
will divide the work amongst yourselves.

a) Social Media Strategy Plan (Social Media Ad Campaign) (20%): A 4-5 pages double
spaced PDF with at least 3 external references.

 Finalize the team charter and organization by week 9

 Submit the plan PDF using naming convention “Social Media

StrategicPlan_GroupNumber” (e.g. SocialMediaStrategicPlan_Group4.PDF).

 Deadline: Dec 4th

b) Social Media Strategy Presentation (30%)

 Prepare 10-15 power point slides with speaker notes that summarize the social
media strategy (not the ad campaign). Submit a Power point file.

 Please include your group # in the presentation file name; e.g. “Social Media
Presentation_GroupNumber” (e.g. SocialMediaPresentation_Group4.PDF).

 All group members should present (there is an individual presentation grade)

 You will have no more than 15 minutes (you will be times and stopped at 15
minutes) and so make sure to rehearse.

 As a guideline, try to keep your slides more visual and less text heavy.

 Submit (as a power point to my UCW) and present in week 10

Assignment Guidelines & References:

-Refer to the following resources for help and support creating the ads:

 Facebook Ads Guide: https://www.facebook.com/business/ads-guide

 Twitter Ads Guide: https://business.twitter.com/en/help/campaign-setup/advertiser-card-
specifications.html
 Instagram Ads Guide: https://business.instagram.com/advertising/
 MRKT 223 Group Assignment

-For the purposes of the assignment, you can download and use the organization’s online photos, and/or
use free images as found on Pixabay.com (refer to this for more free image resources, if needed)

-In your assignment, use the above headers bolded and numbered