THE CAMPAIGN AT HAND IS A JOHNNIE/JANE WALKER CAMPAIGN
attached documents are uploaded
Overview: Clients need to know that the voice, perhaps the syntax, and definitely the volume of words that a PR professional will use in Facebook (a lot more space)
will not be the same as what he or she intends to use in Twitter, versus what they may send to someone via LinkedIn (some space, but many users have been shown
to not have an abundance of time).
Clients also need to know that a comparable message will be sent across all social media channels and digital platforms and, ideally, that a collectively unified result
is going to be achieved—that there will be more business and increased sales, or at least that the relevant people know the date, time, and location of a particular
event. Beyond communicating information differently with the assistance of multiple social media tools is the paramount fact the clients really want to know that
even using such tools is worth their time, money, and efforts. For this milestone, therefore, you will draft a return on investment (ROI) report.
Prompt: Submit a sample copy (or assets for engagement efforts) that is written appropriately for each of the digital platforms used in your digital media
communications PR campaign. For example, if your campaign platforms include Facebook, Twitter, and Instagram, then begin by creating a campaign message
post. Since each of these platforms have different dynamics/audiences/best practices, you will most likely need to alter the post copy you create slightly for each
platform. Next, include an analysis of why this approach would be effective for each platform. Also, design a one-page ROI report that incorporates effective
standards for measuring the outcomes of your campaign. This can include specific dashboard tools and/or other metrics to demonstrate campaign success and
value.
Guidelines for Submission: Double-spaced Word document, 12-point Times New Roman font, one-inch margins, APA format, three to four pages in length (not
including title page and references)