Project #2: Social Media/Marketing Campaign for VERMONT-BASED Organizations

THIS PROJECT IS DUE FOR PUBLIC PRESENTATION BY THURSDAY, APRIL 3 - NO EXCEPTIONS!

Working in your PCOMM/SOCIAL MARKETING RESEARCH teams, research and prepare a formal oral presentation in which your team designs a specific SOCIAL MEDIA/MARKETING CAMPAIGN on behalf of a Vermont-based organization that could benefit from your expertise. 

OUR PARTNERSHIPS ARE:

Heisenberg Marketing Group: Snow Farm Vineyard
Julie Lane - LanesATsnowfarm.com

Nitty Gritty Marketers: The Skinny Pancake
Benjy Adler - benjyadlerATgmail.com

Sole-Cial Marketers: Adams Berry Farm
Adam Houseman - Adam@adamsberryfarm.com 

Risky Business: Maple Wind Farm
Beth Whiting - MapleWing123ATGmail.com

Its What We Do: USSherpa
Ongyel Sherpa - osherpaAThotmail.com

Fit Five: Green Mountain Mustard
Michael - MichaelATgreenmountainmustard.com 

InquiRED: AgriLab Tech

Gaelan Brown - GaelanATagrilabtech.com

Step #1: INTERVIEW -->Contact your Vermont organization's representative listed here, and conduct a PCOMM TEAM interview - by phone, email, or in person - to learn as much about your organization's story and SWOT (Strengths, Weaknesses, Opportunities, Threats) as you can.

Step #2: ASSET MAPPING-->Conduct/research a comprehensive PCOMM TEAM assessment of ALL communications channels for this organization: traditional (phone/post office), web site, new digital/social media, market/public visibility, other creative channels.

Step #3: CAMPAIGN DEVELOPMENT-->Create a comprehensive PCOMM TEAM presentation for your Vermont-based organization in which you focus on a specific campaign designed to increase this organization's visibility AND change consumer/citizen behavior with regard to this organization. Be sure to consider:

1. Goal(s): What are the stated goals of your SOCIAL MARKETING CAMPAIGN for your Vermont-based organization? What behavior(s) is/are your SOCIAL MARKETING CAMPAIGN focused on changing?

2. The 8 “Ps” of your SOCIAL MARKETING CAMPAIGN: Product, Price, Place, Promotion, Publics, Partnership, Policy, and Purse Strings.

3. Evaluation: How will you evaluate the successfulness of your SOCIAL MARKETING CAMPAIGN in meeting its goals? Changing behavior?

PROJECT #1: OUR MARKETING TEAMS

Heisenberg Marketing Corp researching the Meth Project.

Nitty Gritty Marketers researching the TRUTH campaign.

Sole-Cial Marketers researching TOM's Shoes.

Risky Business researching Text4Baby.

Its What We Do researching VERB campaign.

Fit Five researching Eat Smart, Move More campaign.

InquiRED researching the RED campaign.

PROJECT #1: Creating our MARKETING TEAMS and BLOG HUBS for our FORMAL PRESENTATIONS

1. Divide up into teams of 6'ish.

2. Develop and agree on a UVM P-Comm marketing team NAME. Make it catchy AND professional.

3. Create a blog for your marketing team - use Blogger.com and email to me your BLOGSPOT url link - rob.williamsATmadriver.com.

4. Add everyone's email address to your new blog: Design/Settings/Add Authors

5. Create your first post at your blog, in which you include the following information:

A. Your marketing team members' names and emails, so you know how to reach each other.

B. Claim a professional organization hyperlinked through our course blog, Project #1, that your marketing team will research and present on - first come, first served.

C. For research and presentation purposes, divide up our SIX questions amongst your team members, and post which team members will research which questions in your post. 

Here are our SIX questions:

 Be sure to address the following campaign ingredients in your presentation:

 1. Goal: What are the stated goals of your SOCIAL MARKETING CAMPAIGN? What behavior(s) is/are your SOCIAL MARKETING CAMPAIGN focused on changing?

 2. The 8 “Ps” of your SOCIAL MARKETING CAMPAIGN - Product, Price, Place, Promotion, Publics, Partnership, Policy, and Purse Strings. How does your SMC address/approach all 8 Ps?

 3. Evaluation: How successful was your SOCIAL MARKETING CAMPAIGN in meeting its goals? Changing behavior?

 4. News/PR: Summarize and link to THREE news articles about your SOCIAL MARKETING CAMPAIGN that report, raise questions, and/or encourage support.

 5. Media Analysis: Which media platforms seemed MOST and LEAST effective in helping your SOCIAL MARKETING CAMPAIGN achieve its stated goals? Be specific and analytical in your response.

6. Recommendations: What SPECIFIC recommendations does your team have for this SOCIAL MARKETING CAMPAIGN moving forward?

Project #2: DESIGNING/ENHANCING A VERMONT-BASED SOCIAL MARKETING CAMPAIGN.

Working in your PCOMM/SOCIAL MARKETING RESEARCH teams, research and prepare at your TEAM BLOG a formal oral presentation in which your team designs a specific SOCIAL MEDIA/MARKETING CAMPAIGN on behalf of a Vermont-based organization that could benefit from your expertise. 

NOTE: A list of Vermont-based organizations will soon be provided for you.

Be sure to address the following campaign ingredients in your presentation:

1.    Communications Assets Mapping: Conduct an interview with a representative from your Vermont-based organization to get organization’s “story,” and then conduct a comprehensive assessment of ALL communications channels for this organization: traditional (phone/post), web site, social media, market/public visibility, other creative channels.

2.    Goal: What are the stated goals of your SOCIAL MARKETING CAMPAIGN? What behavior(s) is/are your SOCIAL MARKETING CAMPAIGN focused on changing?

3.    The 8 “Ps” of your SOCIAL MARKETING CAMPAIGN: Product, Price, Place, Promotion, Publics, Partnership, Policy, and Purse Strings.

4.    Evaluation: How will you evaluate the successfulness of your SOCIAL MARKETING CAMPAIGN in meeting its goals? Changing behavior?

Project #1: CASE STUDIES in P-COMM/SOCIAL MARKETING: Marketing Team Research and Formal Oral Presentation

     NOTE! Select and "claim" at our course blog below your team's first choice for your favorite social marketing campaign. First come, first served. No repeats.

Goal: Working in your PCOMM/SOCIAL MARKETING RESEARCH teams, research and prepare at your TEAM BLOG a formal oral presentation on a specific SOCIAL MARKETING CAMPAIGN that already exists and has been deployed in the real world.

 Be sure to address the following campaign ingredients in your presentation:

 1. Goal: What are the stated goals of your SOCIAL MARKETING CAMPAIGN? What behavior(s) is/are your SOCIAL MARKETING CAMPAIGN focused on changing?

 2. The 8 “Ps” of your SOCIAL MARKETING CAMPAIGN - Product, Price, Place, Promotion, Publics, Partnership, Policy, and Purse Strings. How does your SMC address/approach all 8 Ps?

 3. Evaluation: How successful was your SOCIAL MARKETING CAMPAIGN in meeting its goals? Changing behavior?

 4. News/PR: Summarize and link to THREE news articles about your SOCIAL MARKETING CAMPAIGN that report, raise questions, and/or encourage support.

 5. Media Analysis: Which media platforms seemed MOST and LEAST effective in helping your SOCIAL MARKETING CAMPAIGN achieve its stated goals? Be specific and analytical in your response.

6. Recommendations: What SPECIFIC recommendations does your team have for this SOCIAL MARKETING CAMPAIGN moving forward?

 SOCIAL MARKETING CAMPAIGNS: OUR LIST (If you have other options, email me for approval)

TRUTH

VERB

5th Guy

Eat Smart, Move More

KONY: Invisible Children

Text4Baby

Chesapeake Club

Meth Project

Help Sameer

Embrace Global

RED

MyBarackObama

Rock The Vote

OccupyWallStreet/Adbusters

Kiva

TOMS Shoes

Charity: Water

Week #15: Blogging THE DRAGONFLY EFFECT, Onward and Upward

This weekly blogging reflection is due as a threaded blog post below by Thursday, April 24 @ noon. No exceptions for late work, except with Dr. W's consent.

Read THE DRAGONFLY EFFECT, assigned chapters.

In a SINGLE blog post below for ALL chapters in the section (Foreword, Preface AND Introduction), provide for EACH chapter:

1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.

2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis for each chapter. (Use 2 - 3 sentences for each.)

3. A SINGLE specific question you have after reading and blogging on ALL chapters of the section.

Game on,

Dr. W

Week #14: Blogging THE DRAGONFLY EFFECT, Wing 4

This weekly blogging reflection is due as a threaded blog post below by Thursday, April 17 @ noon. No exceptions for late work, except with Dr. W's consent.

Read THE DRAGONFLY EFFECT, assigned chapters.

In a SINGLE blog post below for ALL chapters in the section, provide for EACH chapter:

1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.

2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis for each chapter. (Use 2 - 3 sentences for each.)

3. A SINGLE specific question you have after reading and blogging on ALL chapters of the section.

Game on,

Dr. W