Let’s assume Apple is interested in breaking into the fashion industry with a new line of iShirts. They plan on leveraging the existing brand equity that they have earned over the past 25+ years. You will design and deliver a social media marketing plan.
***Phase one
Phase One of the social media marketing plan (SMMP) should include :
Purpose and Scope – Every well-rounded SMMP should explain the campaign goals, and in this case, it has to do with how to introduce a new product and market it through social media.
In addition to stating the objective of the plan, it should include the background of why the ultimate goal is important.
Breakdown of Apple’s current social media presence – This will help us get a clear look at the organization’s current strategy.
It should detail the social media channels Apple is already using, the type of content they are sharing, and the follower count on each platform.
Carefully define the demographics of the target market(s) by age, income, education, and lifestyle – Identify and discuss the demographics that should be included in the social media campaign for the iShirt. Be specific and refer to the resources and data provided in this week’s readings.
Based on these findings, identify the appropriate social media platforms for theiShirt launch campaign.
Here are the requirements for the Phase 1 part of your final plan:
Using the Phase One Worksheet provided in the assignment, create a three-page paper describing the Phase 1 part of your final plan (plus a separate Reference page).
Include at least 2 separate credible resources to back up the details of your plan.
This is a business course so spelling, grammar & professional business writing format count.
***Phase Two
This portion of the iShirt campaign will include Apple’s goals and an analysis of the organization’s strengths and opportunities.
Phase Two of the social media marketing plan (SMMP) should cover these elements:
Create the Strengths and Opportunities portion of Apple’s SWOT Analysis – The SWOT will help determine how closely the organization is aligned with its growth and success benchmarks.
This should include internal and external factors as well as future potential related to Apple.
Campaign goals – Determine and explain what Apple’s goals should be for the iShirt social media campaign. Please include measurable goals supported by credible resources. These goals will guide your SMMP and strategy.
Here are the requirements for the Phase 2 part of your final plan:
Using the Phase Two Worksheet provided in the assignment, create a two-page paper describing the Phase 2 part of your final plan (plus a separate Reference page and SWOT analysis).
Include at least 2 separate credible resources to back up the details of your plan.
This is a business course so spelling, grammar & professional business writing format count.
***Phase 3
The next phase is to create an influencer strategy. Keeping in mind that the iShirt is Apple’s first venture into the fashion industry, upper management has agreed to allocate a budget for influencer marketing. This is a great opportunity to increase buzz and awareness for this launch and capitalize on user-generated content (UGC) to repurpose in Apple’s marketing efforts.
In Phase Three of the social media marketing plan (SMMP), you will propose three influencers that work best with Apple’s iShirt campaign.
This report should cover the following:
Which three influencers should Apple choose to collaborate with? – Consider the brand fit, which includes the influencer’s voice, style, and content focus/aesthetic. Their social media engagement may also play a role in this decision.
•What should Apple’s goals be for these partnerships?
Explain why you chose these influencers to represent Apple – Think about the influencer category they fall under and the benefits of collaborating specifically with them.
The deliverables for each influencer collaboration – What is the scope of the collaboration? Key elements include: *The content types. *The number of posts the influencer will create. * The social channels where the content will be published. *Timeline in relation to the iShirt product launch.
There are multiple ways to find influencers for brand collaborations, including influencer discovery websites and directly searching individual social platforms. In this case, we recommend searching for appropriate hashtags and keywords through Instagram or YouTube.
Create a two-page paper describing the Phase 3 part of your final plan (plus a separate Reference page). •
Include at least 2 separate credible resources to back up the details of your plan.
This is a business course so spelling, grammar & professional business writing format count.
***Phase four
With the iShirt campaign goals established, the next phase is to develop the content strategy. The VP of marketing, Cherie let you know that she expects the marketing efforts will begin one week before the iShirt launch.
Please keep in mind that every post might not be directly focused on generating sales. This is based on exposure, which is at the top of the sales funnel. A balance of business and consumer-focused content could appeal to the target audience and help generate dialogue.
Phase Four of the social media marketing plan (SMMP) should include platforms specific tactics that support the iShirt campaign goals:
Content topics and formats – Explain the types of content and main topics that will be used for the iShirt social media campaign. Include how you plan to source the content.
Platform prioritization – Using the social media platforms that you determined in phase one, prioritize them into three tiers. Tier one highlighting the main focus for the iShirt campaign, tier two being secondary platforms, and tier three being any additional supporting channels.
Content calendar – First, determine the frequency of posting that should be adopted for each social media platform. Complete the content calendar template provided for one month of the campaign. This is the posting schedule, which should cover one week before the iShirt launch and three weeks post-launch. Please include each platform with the appropriate content format and frequency.
•Using the Phase Four Worksheet provided in the assignment, create a two-page paper describing the Phase 4 part of your final plan (plus a separate Reference page and complete content calendar).
Include at least 2 separate credible resources to back up the details of your plan.
This is a business course so spelling, grammar & professional business writing format count.
