SOCIAL MEDIA MANAGEMENT

& OPTIMIZATION
Off-Campus Lounge

FAS AA2
 AGENDA
• Background
• Objectives
• Audience
• Content Pillars
• New Logo
• Posts
• Promotion
• Campaign Performance
• Conclusion
• Recommendation
 BACKGROUND

• Off Campus Lounge located in Dashrath Nagar in Manipal. It lies in a 3 Km radius of both MAHE
campus and Tapmi and is frequented by students from both universities.

• However of late Off-campus has become less frequented by patrons given the lack of promotions and
location. Though it can be argued that the location is suitable for Tapmians.

• The concerns raised by some Tapmi students however is that they prefer other establishments over
Off-campus due to a larger focus of said establishments to students over localites. Additionally
concerns were raised over the ambience being too dark for their liking.
 OBJECTIVES

• Reposition Off-campus targeted towards a younger audience who are students from either MAHE or
Tapmi.

• Create properties in line with the audience expectations and trends for more footfall at the venue

• Revamp the page aesthetics for appeal

• Create more content across relevant social media platforms for more visibility

• Promote properties through social media ad networks especially Facebook and Instagram for added
reach and engagement.
 AUDIENCE
Demographic Behavior Interests Schools

Age – 18-26 Prefer mid and high 9Gag Manipal Academy of

value goods in India Higher Education

Gender- All Prefer high value Buzzfeed Manipal Institute of

goods in India Technology

Location – Manipal Netflix Kasturba Medical

College

Life Event- Away from Scoopwhoop T. A. Pai Management

hometown Institute
 CONTENT PILLARS

• Ladies night

• Two complementary shots for all women who visit the venue on a Friday

• No stag entry

• EPL Nights

• Live screenings of Football matches on the weekends i.e. Saturdays and Sundays
 NEW LOGO

• Design was inline with the previous iteration

of the brand logo advertised offline outside
the venue.

• No copy associated since this is an aesthetic

implementation
 POSTS

• Copy: Fridays are when the ladies come

out to play! Paint the town red every
Friday with your girlfriends with two
complementary shots at #OffCampus! #
LadiesNight

• Facebook Reach: 1328

• Engagements: 37
• Instagram Reach: 1033
• Engagements: 65
 POSTS
• Copy: Matchdays are never going
to be the same! Stop by at #
OffCampus for the best weekend
football experience with your
friends over some nice cold ones. 
#EPL #GameNights #
EveryWeekend
• Facebook Reach: 1366
• Engagements: 69
• Instagram Reach: 757
• Engagements: 55
 PROMOTIONS

• Ads were promoted through Facebook business manager for the client for added reach and
engagements

• Ads were run on the audience as discussed earlier with a budget of INR 150 per adset.

• Estimated CPM was 1000 impressions for every INR 100 spent as per industry standard.

• Delivery for ads was scheduled continuously for a period of 24 hours

 CAMPAIGN PERFORMANCE

Ad Set Name Results Measurement metric Reach Impressions CPM CPR Spends

OC |18-26 Ladies Night 65 post_engagement 1152 1558 90.27 2.15 139.68

OC |18-26 EPL Weekends 55 post_engagement 1206 1543 89.65 2.53 139.28

 PLATFORM SPECIFIC
Ladies Night Post PERFORMANCE (INORGANIC)

Facebook: Reach 138, 1 engagements

Instagram: Reach 1033, 64 engagements
 PLATFORM SPECIFIC
Epl Post PERFORMANCE (INORGANIC)

Facebook: Reach 513, 7 engagements

Instagram: Reach 757, 55 engagements
ORGANIC VS PAID
 CONCLUSION
• From the campaign we ran across platforms, its clear that the platform of preference for our
audience segment is Instagram.
• Advertisements performed much better on Instagram over Facebook as attributed to the
audience segment.
• Organic Reach on posts is extremely limited given the inactivity on the page.
• Cost per Engagement was high as compared to CPM for the ads due to a lack of branding
efforts
 RECOMMENDATIONS
• Continue posting consistently on the page with promotions to reach the audience and create
brand recall
• Use Instagram as a primary platform given the positive response and engagements on the
page
• Build on more properties through the week to allure more customers