University of Virginia Peso Integrated and Social Media Calendar
HOST1173 Assignment #4 – PESO integrated Social Media Calendar Submission Due Date: Week 6 Type: Groups of 6-7 Weight: 25% Assignment Steps and Headings 1) Introduction – introduce the marketing campaign as per current environmental scan and industrial scope of your company. Choose a hospitality, tourism, food & beverage or events company. Best to use the same one you did the Mission Statement assignment for – this will give you continuity in understanding the full story. (Ensure you can find samples with the company you have chosen) Provide a short introduction paragraph (50-75 words) summary about a current marketing campaign of the chosen company. (This will require understanding of the industry environmental scan and world events that may impact such- note your SWOT assignment.) (5points) 2) Current PESO – provide an example each of PESO as currently available for your company. Using the PESO model, find 4 examples of the following social media marketing tactics used by the company that you have selected (all examples must be from the same company). Ensure you have an example of one for each category of PESO Select 4 from the examples using the list below (Remember there should be one of each PESO -paid, earned, shared, owned) : You must provide a short description for each and provide a working links (website URLS) of each item selected – You must state whether it is an example of PAID, EARNED, SHARED or OWNED. (12 points) 3) Social Media Calendar – Create a social media calendar for 5 days – include a post of each of the following: PSO and an E post that you would consider a response to the P, the S and the O (this is a minimum of 6 posts) . Each group member must create at least one social media post. Therefore there can be more than one of any of the PES or O posts in your calendar. Ensure the Calendar tells a story that fits into the current campaign or a new campaign that your group deems suitable for a forecasted environmental scan. (see template below) You must provide a short description for each and provide a working links (website URLS) of each item created. – You must state whether it is an example *****A penalty will be applied if headings and template are not used. of PAID, EARNED, SHARED or OWNED. (40 points) 4) Social Media Message – summarize the social media message that is being communicated in your social media calendar – 200 words +/- Explain the platforms being used for the communication of each post, timing and reasoning behind such. (10 points) 5) Video presentation – Each group member must present his/her/their post and explain as per #4. Each post explanation must be 15 secs long max. (20 points) 6) Conclusion – Provide a short conclusion paragraph (100-150 words) stating how effective you think the tactics are for the company you have selected. If there is another PESO tactic they should consider, state this in your conclusion. (13points) Tips for Success Please pay attention to you document formatting, spelling and grammar. You must use citations (list your sources) at the end of your document. Social Media Calendar Template (times and dates may vary – this is just aa template) Day Time 8am 10am 12noon 2pm 4pm 6pm M T W R F List of possible platforms used – not limited. • • • • • • • • • • Promotional Video Community Service Employee Story Podcast Contest Influencer Marketing Webchat Tool Guest/ User Review – Positive Viral Post • • • • • • • • • Viral Post Sponsored Content Twitter Survey Instagram Website Welcome Video Digital Newsletter Blog site *****A penalty will be applied if headings and template are not used. Intro: /5 Current campaign: /12 SM Calendar: /40 Video : /20 SMM: /10 Conclusion /13 *****A penalty will be applied if headings and template are not used.
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