L04: Campaign Structure

 Campaign Structure 

  1. Always plan 6 months in advantage of the launch date. i.e. if the launch date is December, you should plan to start the campaign in June.
  2. Campaigns work in a cycle of three stages:
Stage 1- generate leads-posting once a week/teasing the audience of the upcoming product/service/introducing sponsors/setting up accounts if not clear in the scenario- end with metric goal you want to achieve
Stage 2- Build credibility- posting twice a week- end with metric goals you want to achieve.
Stage 3- Stay on top of mine/drive to sweet spot/strengthen the relationships/ earn referrals- multiple times a week in the lead up to the launch- end with metric goal you want to achieve. 

Create #'s with a verb in it that will encourage folksonomy and audiences to create UGC content that you can repost. 
Synergy: @ tagging your sponsors and relevant accounts to spread awareness of your campaign throughout. 
Be specific about visuals- shot types, house style colours, appropriate representation theory and justify.
Audience appeal: Appealing to your primary and secondary audience.
Social media channels/platforms: Showing you understand how each one works, where you can post content. Justifying which channel would be best to use based on primary and secondary audience and content being posted.  

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