Week 11 – First Due Date

Reverse Engineer a Sponsored Promotion Post

Instructions:

For this assignment, you will find a sponsored social media promotion and analyze the ad. After you have found the advertisement you would like to analyze, write a blog post (you can use any blog platform of your choice, like WordPress or Medium) which analyzes the effectiveness of the brand and their design.

Please make sure that you use BYU-Idaho appropriate content to analyze. Your understanding will be shown through a combination of writing and “draw overs.” A “draw over” is when you take an original design and use a program like Photoshop to draw over top of it. This allows you to visually show what you are writing about. Watch this video which demonstrates how to create a draw over: Draw Over Instructions. A minimum of three principles of design should be discussed.

Your post should include the following:

    • Introduction:
      Write an introduction to your post. Include:

      • the unaltered original design.
      • any background information to help set up the rest of the post
      • an introduction to the audience and how the post is connecting to that group
      • how are they using the seascape principles
    • Analysis:
      Create draw overs and write paragraphs explaining how the designer utilized three of the following (one draw over and paragraph for each):

      • contrast
      • repetition
      • alignment
      • proximity
      • color
      • typography
      • Composition
      • Fundamentals 
      • Lines
      • Layout
      • Golden Section
      • Rule of Thirds
      • Not Half
      • Swiss Grid
      • Custom Grids
    • Conclusion:
      Write a brief description of how the above principles contribute to the overall design.

After you have written and published your blog post, add a link to the coinciding post to your class’ FACEBOOK GROUP.

Native Video Project Evaluation

Instructions:

Now that the project is over, it is time to reflect on how things went. Write a brief explanation of your experience, what went well and any areas of opportunities. This is where you will use the metrics defined within the ippie process you've written during the first week of the last project.

Submit to iLearn

After you have written an evaluation of the project, put together a PDF with the following:

  1. First and Last Name
  2. Section, semester and professor
  3. Screenshots of the videos created for the last project
  4. Evaluation of the metrics from the published video
  5. A brief write up of what went well and what could be improved

 

Paid Ad Project

Background

In this project you will create and implement 3 Paid Advertising Campaigns. You will run at least 2 ads on one channel and the third promotion on your second channel. You may drive traffic anywhere you choose, but your visuals and copy for the ads must be made from scratch during this unit. You will spend approximately $5 per advertisement.

No Free Lunch

There was a short window, when social media was young, that you could get all of the benefits without spending any money. Early on, the quality of your content was the only thing that mattered, but social media companies need to turn a profit. Each one will have a different business model, some more effective than others, but they all have ways to promote your brand, message, etc. They need you to pay for services, so they'll limit the amount that you can get for free. Don't kid yourself, there is no free lunch. In this unit, you'll be introduced to some of the features available to promote things on social media channels.

What to promote

You may promote what you'd like. Different channels allow you different options including promoting websites, gaining followers, and getting likes. You might want to promote your website or run a campaign to increase your social media influence. Either way, be very clear during the planning process what your objectives are.

Project Components

Ads (copy & visual)

You will need to write copy and create visuals specific to each channel. Every ad platform is slightly different in the way it displays the ads. Your ads may be very similar from one channel to the next, but don't make the mistake of assuming that all ad platforms are the same.

Your copy and visuals will be created from start to finish during this unit.

Visual Comps are similar to what you produced for the Article Promotion project, basically refined thumbnails. Mockups are screenshots of the type of ad you're doing with your comps photoshopped into them.

Segmentation Ideas

There are many ways to do this; they all involve figuring out ways to reach your audience. You may want to find TV Shows, books or movies that your audience likes and target those. Or you may have a similar message to a well-known influencer. Your audience might be in a specific industry or have a certain type of job title. During this stage, you'll identify as many ways to segment your audience as you can think of. Be creative. You may want to consider doing a "mind map" to find as many ways to segment as possible.

Segmentation Plan

Each channel has different options on how to segment based on the amount of information that they have on their users. Get on the ad platform of each channel in your IPPIE plan and begin to build your ad campaigns by segmenting your audience. Find out the audience count for each segmentation qualification on at least one channel.

Additional Learning:

Here are some videos that might help in setting up your ads:

What is due?

Like we did in the last project, you will start to plan how you will succeed. Those who take the time to think and consider all aspects of a project before they start to execute will experience higher results, therefore, the first assignments associated with the project will help you identify and plan. Develop the following:

IPPIE Plan Write up

You need to develop a response to the first two sections of the IPPIE plan. This means you should identify key strategies to make your branding a success. Understanding your audience and how to connect with that audience is key. Therefore you should answer:

  • Objectives
  • What is the main clear message of your ads?
  • Who is your audience (define them here)?
  • What actions would you like your audience to take for each ad?
  • When do you expect your audience to take the action? (this should be more than “immediately”)
  • Seascape Principles
  • Which seascape principles will accompany each ad?
  • How will the seascape principles connect with your audience and get them to take action?
  • Which taboos should be avoided when creating the promotions?

Since you have now defined your audience and how to connect with them, now you need to plan the execution. Plan your:

  • Strategy
  • Who: what will you do in the promotion project to connect with your audience?
  • Where: Do the channels have different requirements or taboos when it comes to ads?
  • What: List each piece of content needed for the project and describe what each of those pieces of content will contain.
  • When: Create a schedule for the promotion project. (Gantt Charts is an option)
  • Define Success
  • Decide the metrics which will best track the success of your objective/action.

Segmentation Ideas

Start thinking about your audience and making a list of the items which will define your audience. You can come up with the segmentation ideas by making a list, using a mind map, or doing research. By the first due date, you will want to show what your what method you used and how extensive your thoughts were. Don’t just give up after you’ve created 5 ideas.

Where to submit

After you have created your IPPIE plan and segmentation ideas, add a comment to the coinciding post to your class’ FACEBOOK GROUP. Both items can be included as one comment.