7MARK033 Social Media Marketing and Content - Westminster Business School

Assignment Brief: Portfolio Campaign

Suggested format: Canva.com Video slideshow of campaign summarising each of the 15 points below. Time allocation : 25 minutes

Random Gallery is a new startup London based alternative art studio gallery. As your client RandomGallery wants you to promote the work of OptOwt

- OPTOWT has produced ‘Free' (piece of modern art)

- ‘Free' is a Burnt out laptop which is for sale via Auction bidding on www.randomgallery.co.uk

- RandomGallery email address is Randomgallery6@gmail.com

OPTOWT is an anonymous artist promoting work only via private auctions and now has a unique piece of art and wants you to create a campaign. OPTOWT does not like the idea of being a brand, but realises that he/she is required to do this for maximum visibility.

Please remember that with art, there is a dual objective:

- Create awareness and message of the art : Digital burnout / meltdown / Alternative art

- Maximise visibility

- Invite private bids for the art via the auction website Students will:

1. Create a personal brand persona for OPTOWT (use AVATAR image)
o Use this persona in your tone of voice for your campaign
2. Set up an email/gmail that is used for all the platforms that you will use for the campaign
3. Create 2-3 Customer Personas of the kinds of people that would be interested in this art
4. Create a social media calendar of dates/times that you advise to publish posts on social media accounts. Which platforms and why.
5. Write a blog on behalf of the company and publish it on a blog site (Wordpress,Google blog)
6. Create and run a social media marketing campaign for the client (using your personal accounts as set up at start) . Be sure to take screenshots of the accounts that you set up and anything which may impress the client.
7. Develop an influencer marketing strategy for the client advising in which to use
8. Create an employee advocacy plan for the client.
9. Create a social media policy plan for the client.
10. Place/Publish Social Media Adverts using organic zero cost hashtag campaigns (screenshoot to prove. Try to be creative i.e. @elonmusk tweet)
11. What metrics and KPIs would you advise on using ? How monitoring?
12. ONE slide Practical summary of RACE framework and how you applied it to your campaign
13. ONE slide Summary of recommendations to Client and to OPTOWT (2 bullet points each)
14. ONE slide Intro (at start) and ONE slide overall Summary (at end)
15. Overall vibe of the campaign.

At the end of the semester, students will present the social media marketing campaign via online video submission (Canva slides + headshot video) to the client.

References will include the sources you have used (mostly platforms, websites, SM books..)