11

Reverse Engineer an Sponsored Promotion Post

Reverse Engineer Post: a Sponsored Promotion Post

Instructions: For a reverse engineer post you will go out and find examples of good design. Each REP assignment has a specific type of design your are looking to critique. The post should go into detail to explain the principles of design used. Sketching over top the design will help the user understand the points your are illustrating and are expected.
For this reverse engineer post find a sponsored post on social media. The promotion should use an image and good design. Talk about why.

content_designed_discussion Content Designed Blog Post. Make sure to post this to the content designed blog, choose relevant categories and tags. Watch this video for instructions.

First due date

Initial Post

Use Tag: d07s17

For the first due date write a post and publish it on the Content Designed Blog. Try and answer the following:

  1. What are the ad’s strengths?
  2. What are the ad’s weaknesses?
  3. What is the ad trying to accomplish with its design?
  4. How has the design used: Composition, Fundamentals, Contrast, Lines, Layout, Golden Section, Rule of Thirds, Not Half, Swiss Grid or Custom Grids?
  5. What metrics (likes, shares, re-tweets, etc.) will be used to determine if the ad is successful?

Post your article to the coinciding Facebook post.

Second due date

Replies

Step 1: Respond to your class mates Facebook posts and leave a comment to at least three classmates posts which adds value. Questions which could be answered:

  • Do you agree or disagree? Suggest a source or site that supports your position.
  • Did they leave something out? Explain what was missing.

Step 2: Put together a multi-page PDF and submit it on ILearn.

What to Submit on iLearn

After you have made comments, you will collect screenshots and create a PDF to be submitted on ILearn with the following:

  1. Your First and Last Name
  2. Professor’s Name
  3. Section Number
  4. A screen shot of your original blog post
  5. A screen shot (from Facebook) of each of the three comments (expanded view) on a classmates post

Native Video Project Description

Background

In this unit, you will create a branded video utilizing the brand voice created during the brand identity project. One of the most important strategies in content marketing today is video. The platforms of distribution for video content online have continued to shift. Facebook is getting more daily minutes watched than YouTube, Snapchat's daily views are now in the billions, and video on Twitter has taken listening and one to one branding to a whole new level.

The video you create should sell your brand. The video may be entertaining, educational or emotional. It should not feel like a hard sell. Social advertising generally feels like normal content, with just a hint of a brand attachment. Like we have learned this semester, it comes down to the content of your video. Also remember, native videos are first viewed without sound and therefore should use subtitles.

A video is not a slide show of photos. The project needs to be moving images, and not just photos with a kens burn effect.

(Transcript of Native Video Project Overview Video)

Project Components

Script

Any video is better when it has a little bit of a story behind it, and what’s the best way of creating a little story? You got it – by writing it down. Writing a script will also make your video more organized. You get into that planning mood where you are 100% thinking about what is the purpose of the video. You get to sit down and think about what is the message that you want to communicate and what is the outcome you expect to get.

The first thing you want to do is to break the video script into different sections or chapters if you will. Any video script should contain at least these 3 sections:

  1. The Hook
  2. The Body
  3. The Call To Action

Story Board

A storyboard is a piece of paper with boxes drawn on it that show how every shot in a marketing video will be visually represented. Shots can be quite elaborate creations or simply rough sketches. The purpose is to outline each shot to see how to help the director, the camera person, and the editor put the video together. Sometimes, the storyboarding process is used to flesh out the concept into more tangible action shots before scripting. Sometimes storyboarding comes first, and sometimes scripting comes first. The storyboarding process may be easier for you to complete if you think more visually than just words on a page.

Do not skip this step or shortchange it. Storyboarding will save you time when it comes time to filming.

Shot List

A good shot list maximizes shooting time and limits downtime across all departments. In this post, we lay out the essentials of a shot list, and provide the only film & photography shot list template you’ll ever need, free.

A shot list is a full list of all the shots that are part of your film, with minute information for each of them. Creative shot choices aside, it’s easy to forget that a shot list is a strategic document. Creating a shot list is essentially like creating a shooting gameplan for the day.

Music

Music needs to be added to the native video. Music can greatly enhance a video by evoking impactful emotions. Illegally obtained music is the quickest way to get your videos removed from social media. This means you need to use music where copyright license has been obtained. You can do this by using music from stock sites, using sites which provide music with the proper licensing or by contacting the artist.

Things to look for when shooting

Post Production Help

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:

Paid Ad Draft Week

Due Dates

First due date

Develop the following and post to our Facebook group:

    1. IPPIE Plan - (the first two sections of the IPPIE Process) (NEW)
    2. Segmentation Ideas - these are just concepts of what you think makes up your audience (NEW)
facebook_discussion#1 is due by the FIRST due date as your initial post on the course Facebook group

Second due date

Step 1: Respond to your class mates Facebook posts and leave a comment to at least three classmates posts which adds value. Give quality feedback, not just "great stuff" or "this is amazing." Your feedback should be a critique on the items produced and not on the individual.

Step 2: Put together a multi-page PDF and submit it on ILearn.

What to Submit on iLearn

After you have made comments, you will collect screenshots and create a PDF to be submitted on ILearn with the following:

    1. First and Last Name
    2. Section, semester and professor
    3. IPPIE Plan - screen shot of your expanded Facebook post comment
    4. Segmentation Ideas - screen shot of your expanded Facebook post comment
    5. A screen shot (from Facebook) of each of the three comments (expanded view) on a classmates post (NEW)
    6. Segmentation Plan - include the audience size count per each segmentation qualification (NEW)
    7. At least 15 Thumbnail Sketches (NEW)
    8. Advertising Copy (NEW)

Name it firstname_lastname_week11.pdf

#1-8 are due by the SECOND due date in I-learn as a PDF