Centertable exercises
Anne-Claire Siegert
Please see below for the completed exercises. Thank you in advance for taking the time to review my submissions.
Exercise One: Social Media Content
I chose to market Cheerios to Millennials by playing off the sense of tradition associated with the cereal. By repurposing classic advertisements and creating original content, my goal is to market Cheerios as a tried-and-true product, and to bring up feelings of nostalgia.
Exercise Two: Digital Advertising Campaign
I chose to create awareness and ridership by promoting a two-month hashtag campaign encouraging user-generated content. The hashtag is #JOMOSpringfield.
Strategy
Playing off the popular hashtag FOMO (Fear of Missing Out), we will promote #JOMOSpringfield, which will focus on the benefits of riding the train or the “Joy of Missing Out” (in this case, users are missing out on long commutes, traffic, etc.). Users who submit posts via Facebook, Instagram and Twitter using #JOMOSpringfield are entered into a sweepstakes to win a year’s worth of free rides. We will use half of the budget to build a social media aggregator on the train’s website, where we will pull user-generated content. On the aggregator landing page, we will embed a Facebook Pixel to use in marketing to people who visit the site, as well as in creating “lookalike” audiences. The other half of the budget will be used on paid ads on Twitter, LinkedIn, and Instagram, as well as physical ads at the train station. We will repurpose user-generated posts that have high engagement. The success of this campaign will be measured in the number of submissions and increased ridership data gathered from the city of Springfield.
Posts per week
Target Audience
According to the American Public Transportation Association, people ages 25-54 make up 79% of all commuters. However, this campaign targets a younger demographic, people ages 20-40, in order to create new riders and build habits of lifelong ridership. The campaign kicks off with a video:
Sample Facebook Post
Sample Instagram Post
Sample Social Media Aggregator
Exercise Three: Questionnaire
- If I were stranded on a desert island, I would choose the following social media outlets to follow: Facebook, Instagram, Twitter, Pinterest and Snapchat. I would choose these because I would absolutely need some human connection, and I don’t see these going away anytime soon.
- My favorite tool for measurement is Google Analytics. There is an abundance of information and it gives real insight into how many people are responding to your social ads and how long (and in what ways) they’re engaging with your content on your website.
- My lists have lists! I put everything on my notepad, which is always pulled up behind my browser, and then I write lists as well. At the end of each day, I combine my lists and then put them in order of importance for the following day.
