Objective: For this task, you will develop a Social Media campaign brief for the Toronto Blue Jays. The Blue Jays are the only Canadian team in major league baseball. After a disappointing early exit from the 2022 post-season, fans will be keen to start a fresh season in 2023. While fans can purchase Season Tickets, single game tickets are also available. The 2023 season will see some changes to the schedule, as well as a newly renovated Rogers Centre (the stadium where they play). For the first time in modern MLB history, all teams will play every other team. The first Blue Jays game of 2023 will take place on March 30 in St. Louis against the Cardinals. The Home Opener is April 11 against the Detroit Tigers. Any mass media campaign they do (ie. TV, radio, print) will be supported with a social media campaign. Your focus for this campaign is on the social media plan ONLY. This could include posts on their social media platforms, advertising buys on social media platforms, emails to new/existing email lists, Google/Bing/search engine ad buys, etc. You will not be involved with any other media. You will need to do research to obtain more details and information about the Toronto Blue Jays and the 2023 season. Deliverables: make a full and complete social media marketing brief. ALL sections of the brief must be completed as shown in the brief template. Your budget for this campaign is $15,000.

Overview Provides enough information to give creative team a solid view of the "state of the world", including competitive information.
Campaign purpose Clear, providing a broader view of overall purpose
Campaign objectives Distinct, measurable objectives
Target audience Detailed description of audience, including demographics, psychographics & geographics.
Key message Key message is clear, concise and focused.
Support Information supports key message
Strategy Strategy to tie back to objectives; includes keywords/hashtags/content length/etc, includes specific information
CTA Clear CTA that ties back to objectives and strategy
Deliverables Full list of deliverables
. Analytics Detailed description of analytics that will be used to measure campaign success.