TOUR710 Tourism, Hospitality and Events in the Digital Age

The purpose of this assessment is to provide a compelling oral presentation of the social media campaign plan. successfully plan and execute a social media marketing campaign across two platforms: Facebook and Instagram, using sample materials for chosen THE organisation (you must use the same organisation selected for the Digital Project). The purpose of the campaign is twofold: 1) Tell a story about the brand 2) The story is told (communicated/presented) in a form that would increase followers and engage existing customers. The campaign and all visual representations should tell an overall story which is aligned to the brand image and values of your chosen THE organisation. There should be evidence of a comprehensive plan including principles and best practices for listening to and engaging with customers in the social space with the aim for increasing social impact, influence and capital. Highlight what is measurable, how it would be measured and what measures are most important for marketing success. Incorporate the use of the most relevant business tools available within each platform with sample content material. The social media marketing campaign must represent original and creative work including visual images and ideas that have been developed by the group, along with evidence of a wide reading of appropriate academic literature, industry statistics/trends and market research. BACKGROUND RESEARCH 1. Evidence of a clear understanding of the brand values and brand image of your chosen THE organisation. 2. Evidence of a clear understanding of the organisation’s target market. /10 3. THE CAMPAIGN PLAN (SMART model) 1. There is a clear brand story to be told/communicated through this campaign. 2. The campaign is consistent with the chosen organisation’s brand values and brand image (based on the findings of the Background Research). 3. The campaign plan is comprehensive, including specifics of action/s with principles and best practices for listening and engaging customers in the social space with the aim of increasing social impact, influence and capital. 4. Facebook and Instagram platforms are covered by the campaign with a single consistent message. 5. Unique and creative ideas are presented