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Final Project: E-Portfolio. By: Marquis Mahoney. Campaign Overview: EveryDay Campaign. Four Key Elements driving campaign Energizing audience Engaging core target Educating audience about new EveryDay card Increasing Enrollment and acquisition of card. Four Element Highlights .
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Final Project: E-Portfolio By: Marquis Mahoney
Campaign Overview: EveryDay Campaign • Four Key Elements driving campaign • Energizing audience • Engaging core target • Educating audience about new EveryDay card • Increasing Enrollment and acquisition of card
Four Element Highlights • Energize: Cross channel tactics for reaching audience • Educate: Increasing landing page visits, retargeting core audience via mobile and desktop platforms, on air mentions of contest. • Engage: Paid advertising through several social media platforms • Enroll: Increased application rate for new EveryDay card
Reaching the Target Audience • Several mediums utilized to reach target audience • TV • Print • Out of Home • Display • Paid Social
Key Performance Indicators (KPI’s) • Impressions • Engagements • Engagement Rate (ER%) • Clicks • Landings • Video Views • Video Completion Rate (VCR)
High Impact Media Platforms • Facebook • Twitter • YouTube • Tumblr • Each Platform has specific metrics to measure.
Types of Social content • Tina Fey series • Animation series • Contest • Card (Acquisition) • Mommy Bloggers • Other (content category that consist of organic only post for the EveryDay launch event)
Display Platform Performance • Mobile (1st) • Tablet (2nd) • Desktop (3rd) • Connected TV (4th) • Measured by the Video completion rate
Software Analytics tools • Tweet Reach – Measures Twitter KPIs • Double Click – Social Listening measurement • People Pulse – Consumer insight tool • YouTube Analytics- Measures Brand’s YouTube performance • Shift – third party vendor which provides additional Twitter performance data • Instagram Analytics- provides metrics on Instagram platforms • Facebook Analytics- Measures Facebook KPIs