Module 13: Submit for Group Portfolio Project - Campaign for Social Good

Introduction: Exciting news! UVU's VP of Marketing & Communications asked for your team's help in developing a Campaign for Social Good. He specifically asks, “What can we do to strengthen our campus community and support student success?" He'd like you to develop a social media campaign/content plan that is specific to students who are Communication majors - present and/or future. You are asked to study the situation and audience. Then make your proposal with actual content you create and recommend be used next semester.

Purpose: 

• Show your understanding of how social media content can lead a discussion and/or provide support for a social good that helps UVU Communication students. Show off what you have learned all semester!
• Simulate a real-world scenario of building a strategic content plan while working with others
• Create a culminating project that is worthy of showing future employers and place in your portfolio at the end of the semester

Task: As a group, you will create a strategic social media plan and "present" it to the VP in a video presentation along with a PDF handout. The handout should be the slides/screens used to create and plan what is in your video.

FYI - In real life, clients like supporting documents so they can follow along and study what is presented. You also can add the document to your portfolio!

How: Over the course of the semester, you and your team will...

• Work together on various aspects of your proposed strategic content plan 
• Have building blocks for this assignment throughout the semester but will have to compile and revise them for the culminating project
  • A mix of Individual Assignments and/or Discussions you can pull from
  • Group Assignments with professor feedback 
• Research the situation, the audience, and timing for your campaign 
• Determine what you want your campaign to accomplish/what problem will it solve or opportunity capitalize on
• Provide a strong rationale for the 1 specific social media platform your campaign will use
• Create the actual social media content that incorporates course learnings including Contagious' STEPPS
• Make a PPT or Keynote showcasing your strategic plan and content
• Create a 10-15 minute video presentation of your plan and campaign (all teammates must be part of the video or voice-over)
• Submit the video presentation and the PowerPoint/Keynote

In separate assignments, you also will...

• Assess how you and your team worked together on this project (not in this assignment)
• Conduct a review of all group projects submitted in this course (not in this assignment)

Let's Get Started!

Instructions:

Your Campaign for Social Good should be professional, invite conversation/dialogue (i.e., engagement, STEPPS), and foster opportunities for the community members (i.e., target audience). 

• The video presentation should be 10-15 minutes. NO longer. Please practice before recording as it will be easier, less time consuming, and professional
• All team members need to present in the video either visually in the content or voice-over/presenting
• You determine the number of slides or screens in the video
• It should cover all sections listed below.

CAMPAIGN FOR GOOD - CONTENT PLAN SECTIONS

Introduction

• Introduce your team -- your "company" name and the members of the team.
  • How can you be memorable right from the start?

BACKGROUND INFORMATION

Research (Review Ch. 6/Strategic Plan)

• Summarize the current landscape for the client that includes:
  • Competitor Analysis - How does UVU differentiate from competitors? And, what about the UVU Comm Dept?
  • Social Media Audit - How is UVU using social media?
  • Environmental Scan - What issues face UVU and UVU Comm students?
• Provide a SWOT analysis. It should have 3 highlights for each quadrant of the SWOT
• Write an overall situation analysis statement
• Explain how this information helped formulate your content plan

CONTENT PLAN

Goal and Objectives (Review Ch. 6/Strategic Plan)

• Analyze the goal in relation to your Background and the Audience Information and determine what conversation you want to lead with this content plan. 
  • Goal: Strengthen our campus community and support student success
• Create 2 SMART objectives you hope your content plan will achieve. 

Audience (Review Ch. 8/Segmenting Audiences)

• Explain your target audiences/create personas. You will need to stipulate who your target audience(s) is/are that you are directing the campaign towards. Create personas -- explain who they are, what they like, what they talk about, where they gather, etc. Discuss how knowing this supports your strategy and social good issue.
• Remember, the VP wants to start by directing the social media content at Communication majors. You are asked to define them. Learn more about them.

Strategy (Review Ch. 6/Strategic Plan)

• Develop a strategy that focuses on achieving your objectives. This will guide decisions about the various elements of the content plan to use to accomplish the goal. Strategies leverage strengths and opportunities. This can take the shape of a "big" idea and/or content approach. 

Tactics (Review Ch. 6/Strategic Plan)

• Explain the nuts and bolts of how you will bring the strategy to life. This can be anything from a specific theme, hashtag, stylized images to Twitter Chat, IGTV, Facebook Live, and more. This is the nuts and bolts (the most visible aspects) that bring your strategy to life. 
• You decide what tactics and how many. However, it should be manageable and at least two.

Social Media Platform (Depends on your research and Objectives/Tactics)

• Identify which social media platform you believe would be best for your overall goal and support your content strategy.
• Explain why that platform would be best to accomplish your goal/objectives. Support it with facts (research information about the platform). It can not be based on your opinion or personal preference. It needs facts.

Voice/Tone (See Ch. 7/Writing and Storytelling)

• Explain the voice and tone of your campaign's content? If the voice/tone was a person what would it be like?

Content (Mix of chapters and online articles - Ch. 7, 8, 9 and Visuals)

• Identify and share a content pillar that you are using for the base of your campaign and link the content posts/story ideas to it. 
• Create publishable examples that include the images/video and caption/status text. This means you need to write and design the content - not just talk about an idea.
  • Use Canva, Adobe CC, or other content creation programs
  • Use original images/video or those from open sources/rights-free (brands/organizations don't want any copyright infringements!)
  • Will need to credit images at the end of the presentation (Unsplash, Pixabay, etc. and photographer name)
  • Mockup your posts using AdParlor 
• You will need 8-10 content/post examples (remember to proofread!)
• They should be consistent and represent the UVU brand

Calendar (Review Ch. 9/Creating, Managing, Curating)

• Decide on the timing for your content from the time of year (must be a time period for next semester) to time/day of posts
• Provide a rationale and identify any Triggers
• Present a content calendar at a-glance so the client can visually see how it would play-out

Budget (Review Ch. 11/Measurement, Evaluation, Budget)

• List budget considerations
  • In-house Costs - Staff time (e.g., writers, etc.)
  • Out-of-Pockets - Items to purchased (e.g., social media management program like Hootsuite, etc.)

CLOSING

Evaluation (Review Ch. 11/Measurement, Evaluation, Budget)

• Explain what metrics you will monitor to report the content plan's success
• Include a closing statement that includes how you would evaluate the success of this campaign.
• Provide a rationale for why it will be a successful social media campaign

References

• List any references/citations of sourced materials or articles used in the presentation including for images. 
• Provide any thank-yous

Helpful Resources: Please conduct your own research too but these sites may be helpful for brainstorming or creation.

• UVU Calendar Links to an external site. (also search yourself)
• Holiday Calendars Links to an external site. (also search yourself for events) (Links to an external site.)
• Canva.com Links to an external site. 
• Adobe Creative Cloud (see lefthand navigation - all UVU students have a free account)
• Open source/rights-free images Links to an external site.   (Links to an external site.)
• Open source/rights-free video Links to an external site.  (Links to an external site.)
   (Links to an external site.)
• Your own original research (Environmental Scan, Social Media Audit, Vision/Mission, Audience Survey, Social Platform, etc.)

SUBMIT:

We are submitting in two places so 1) you receive a grade on the assignment, and 2) the class can see your project and complete the Analysis assignment.

1. For grade on this assignment
   • Submit two things here:
     1. Video
     2. PDF Handout (e.g., convert PowerPoint or Keynote slides)
2. For our class and the Analysis assignment in a future module
   
   • Post the video to Module 14: Watch Group Portfolio Projects (Individual)

Just one person submits the completed project. Make sure to decide who is to submit to both or either areas.