Case: Paradigm Shift Part $2($Social Media Strategy$)$

Case Prompt: Decide where and when to run a video ad on social media to target future Paradigm Shift interns.

Team #: Team Name: Anna Cook Section: $3100-91$

Part $1$: Video Ad Social Media Strategy

List the following strategy elements for your video ad$.$

Platforms

On which social media platform$($s$)$ would you like to run the commercial

$($and any specifics on where the ad appears within the platform$).$ Why? Teams should consider who they are targeting with these ads when making decisions about where to play them. They should also look at the capabilities and characteristics of the platforms $($what are they used for?$).$

Where are you most likely to find prospective students that fit Paradigm Shift$$s image? There are many answers, but to have a good response to this question, students should answer why the social media platform appeals to the right students. Examples:

$$ LinkedIn: students may choose platform this because it is often used in job hunting

$$ Snapchat: students may choose this because of its $$cool$$ factor

$$ Tumblr

$$ Facebook or Instagram: students may choose Facebook or Instagram because of the extensive ad$-$targeting options

Time of Year

When should your ad run during the year? Why?

Indicate when you when you would run the ads on the calendar on Part $2.$ Some students will suggest spreading out the ads to capture more prospective students, while some teams will suggest placing them near the application deadlines. Both of these strategies are good, and the biggest factor here is the justification behind these approaches.

Time of Day$/$Week

What days and time of day should your ad run? Why?

Indicate when you would run the ads on the weekly calendar on Part $3.$ Teams should be keeping in mind factors such as when average college students get out of class or generally when they eat lunch, and, or on the other hand, when college students are usually busy and away from phones, and thus, ads. A good answer would have a clear justification for the time of day and week that references a buyer persona or the target market.

Ad Targeting Options

Look at the page titled $$ALL OF

FACEBOOK$$S AD TARGETING

OPTIONS.$$ Assume these options are available on your platform. List at

least three options you would choose to effectively target your buyer persona. Explain. A good answer would use three or more options and thoroughly explain why they relate to the target market. A good answer will also include how using these targeting options will best reach the target market or buyer persona of Paradigm Shift.

Example:

$$Our team decided to target students in college, within our age range of $1922,$ who attend Kansas State University.$$

Part $2$: Annual Calendar

Highlight $/$ Shade $/$ Mark the times of year to run the ad

Month Sun Mon Tue Wed Thu Fri Sat

Jan

$14151617181920$

$21222324252627$

$28293031123$

Feb

$45678910$

$11121314151617$

$18192021222324$

$25262728123$

Mar

$45678910$

$11121314151617$

$18192021222324$

$25262728293031$

Apr

$1234567$

$891011121314$

$15161718192021$

$22232425262728$

$293012345$

May

$6789101112$

$13141516171819$

$20212223242526$

$272829303112$

June $3456789$

$10111213141516$

$17181920212223$

$24252627282930$

July $1234567$

$891011121314$

$15161718192021$

$22232425262728$

$2930311234$

$567891011$

Aug $12131415161718$

$19202122232425$

$2627282930311$

Sept $2345678$

$9101112131415$

$16171819202122$

$23242526272829$

$30123456$

Oct $78910111213$

$14151617181920$

$21222324252627$

$28293031123$

Nov $45678910$

$11121314151617$

$18192021222324$