BUS2SMV Social Media and Visualisation
Assessment 2: Social Media Marketing Plan
Word limit – 2000 words (+-10%) (excluding Cover Page, Executive Summary, Actiovation Plan, References and Appendices)
Format – Times New Roman, 11 font size, 1.15 spacing, 12pt spacing between paragraphs.
Brief Structure
Purpose
To develop a social media marketing strategy and campaign to attract B2B and B2C
traction for Med-Con
Company Name Med-Con
Organisational Background
Australian Owned & Operated Med-Con is a Manufacturer and Importer of
disposable protective apparel, medical packaging, sterilisation products and hospital
storage and transport systems.
More information at:
About – Med-Con (medcon.com.au)
Marketing Goals
• Locally Made products / Australian Made.
• Distributors / Medical / Dental / Veterinary/ manufactueres / distributors /
wholesalers.
Challenges
• Unable to advertise medical devices / lack of marketing knowledge
Facebook page / website is about all we have done.
Cu
ent or Previous Work Facebook page / website is about all we have done
Target Market
Distributors / Medical / Dental / Veterinary/ manufactueres / distributors /
wholesalers (B2B)
General (public) consumers (B2C)
Intended Communications Mix • Social Media (Facebook + whatever suggestions you have)
Key Issues/Considerations Check website to determine
https:
www.medcon.com.au/about
Task - Develop a Social Media Content Strategy to achieve the Marketing Goal
above. Outline presented below.
1. Cover Page
2. Executive Summary (10% of the overall word limit, NOT INCLUDED IN THE FINAL WORD COUNT)
a. Efficiently summarise the report including key findings and takeaways and proposed courses of action.
. Here is a good video outlining what has to be included – click here to watch
c. Here is a detailed guide to writing a good Exec Summary – Crafting a Powerful Executive Summary - HBS
Working Knowledge - Harvard Business School
3. Introduction XXXXXXXXXXwords) – Introduce organisation and result of social media audit
iefly. Outline of the rest of
eport.
4. Social Media Audit
a. SWOT (min 3 pts. for each of SWOT)
. Competitor Review (Week 3) – Use SocialBlade to conduct this. You can also go on competitor website to check.
c. Social Media Monitoring - Use elements from BuzzSumo and/or Brand24 (some examples already provided in
Week 3; some you may need to conduct on your own). You will need to present the analysis with appropriate
schreenshots of dashboards from BUzzSumo and/or Brand24. Do not simply copy the full dashboard from these
locations with out any propper analysis or explanation.
5. Social Media Goals and Objectives
a. Out of the goals theams provided select TWO and develop Two major goals
. For each of the goals, develop 3-4 SMART Objectives (minimum of 2 Objectives per Goal selected)
6. Segmentation & Targeting
a. Create the THREE Personas based on the Target Market presented in the
ief. One Cu
ent and two Potential
customer profile (one for B2B and the other for B2C).
Also make sure that you describe the segmentation variables for B2B and B2C before you include personas you
created. Please look at the examples provided under resources section to get a better idea.
7. Proposed social media campaigns (2 campaigns). Each Campaign will include (must use creative graphics)
a. Type of campaign – Select and
iefly explain your choice i.e., link it with the Persona characteristics (e.g.
#healthytasty, #back2campus, giveaways, testimonials, free professional development seminars, get career ready
etc.)
. Platform(s) – Justify platform mix (using the honeycomb framework and competitor review)
c. Duration – For how long you want to run these campaigns.
d. Key Message – Campaign specific
e. Goals and Objectives (this is campaign specific, which must align with the main goals and objectives)
f. Engagement and Content Strategy – Description of the execution, type of content, intended outcome etc.
g. Visual Mockup of the campaign – you can use Canva, Photoshop etc.
https:
students.unimelb.edu.au/academic-skills/explore-our-resources
eport-writing/executive-summaries
https:
hbswk.hbs.edu/archive/crafting-a-powerful-executive-summary
https:
hbswk.hbs.edu/archive/crafting-a-powerful-executive-summary
8. Activation Plan (not included in the word count)
a. Table with activities and timeline – Use Social media content calendar (from week 4)
(You can also include a Gantt chart in your appendix, for the 2 campaigns. Anything in the appendix is not part of
the word count.)
9. Monitoring Performance
a. Define how you will measure performance/progress. The metrics selected must justify the objectives it is
measuring. Metrics must match the above objectives.
10. References (not included in the word count)
a. Minimum of 6 academic references. In text-references needed
. Harvard referencing style (see https:
latrobe.libguides.com/harvard)
11. Appendix/Appendices – (if used, not included in the word count)
https:
latrobe.libguides.com/harvard
1
Social Media Marketing Plan on Pana Organic
MKT5SMS: Social Media Strategy
Name of Professor: Dr. Abhinav Shrivastava
La Trobe University
Winnie Wai Chung, Wong
XXXXXXXXXX
World Count: 2,723 Words
Date: 7 May 2021
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Table of Contents
1. Executive Summary XXXXXXXXXX
2. Introduction XXXXXXXXXX
3. Situation Analysis XXXXXXXXXX
4. Goals and Objectives
5. Marketing Strategy XXXXXXXXXX
5.1 Segmentation and Targeting
5.2 Personas
5.3 Positioning
6. Engagement and Content Strategy XXXXXXXXXX
6.1 Customer Contact Plan
6.2 Key Brand Messages
7. Activation and Measurement Plan XXXXXXXXXX
8. Bibliography XXXXXXXXXX
9. Appendices XXXXXXXXXX
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1. Executive summary
In later 2019, the novel coronavirus (COVID-19) emerged, and it became a global
pandemic by the first quarter of 2020. This evidently changed consumers behaviours around
the world. It created a rise in demand for more sustainable source products. Due to challenging
economic times, consumers became wearier of what they purchased. This consequently affect
the way Pana Organic (written as Pana in the following report) operates and produce its
products. The aim of this strategic social media marketing plan is to outline how Pana Organic
can grow in both business and profitability wise during in a post-pandemic time. The strategy
includes strategic approaches on how to achieve two sets of goals, drawn from the situational
analysis, during a slow global economic recovery caused by COVID-19. By implementing the
mentioned strategy approaches and tactics, Pana will have a successful chance to gain an
estimated of 20% in total revenue in 12 months and potentially be the number one vegan
organic chocolate company in the southern hemispheres and globally.
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2. Introduction
Panagiotis Ba
ounis founded Pana Organic in 2012 when he was switching his diet to a
vegan diet. He found it there was a lack of vegan chocolate in the market at that time. Along
with his experience in the hospitality, food and beverage industry, he ventured into creating his
own vegan and organic chocolate. Ba
ounis started with just chocolate bars and expanded to
ice-cream, spreads, cocoa powder a recipe book and recently, eco-tote bag. Pana Organic
(Pana) has ventured into the United Kingdom (UK) and European (EU) markets as well on the
domestic market. Pana uses five social media platforms to engage with its customers, as shown
in the audit. However, this report also outlines that Pana’s website is considered as a social
media platform as McEvenue et al XXXXXXXXXXnotes websites are symbiotic to other social media
platforms similarly to Facebook and Instagram.
This report is a social media marketing plan for Pana. It will be highlighting core
components on Pana’s cu
ent performance on social media and implying suggested
measurements along with an activation plan to the mentioned strategies. As majority of
consumers in EU countries bare many similarities to consumers in UK, the marketing strategy
will be focusing on consumers in UK region. This will give Pana an easier targeting path for
oth domestic and international markets.
This reports also highlights key
and messages, an activation plan and an estimated budget
allocation of $10,486.45 for Pana in the launch of the suggested campaigns. This report aims
to further improve Pana’s social media performance and to ensure that the company will the
top vegan organic chocolate company in Australia and possibly the world.
3. Situation Analysis
3.1 PESTLE ANALYSIS
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Table 1 PESTLE Analysis on Australia
3.2 Competitor Analysis
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This report further analyses direct competitors of Pana which is shown in Appendix 1
in addition to the social media audit’s review of Pana’s competition. Alter Eco Chocolate,
Bennetto, Loving Earth and Hey Tiger are the four main competitors they compete in vegan
and organic products market along with Pana. Based on Google Trends, though there is a
demand in vegan and organic chocolate (see Appendix 2), only a small percentage of
consumers know the
and Pana Organic (See Appendix 3), and they are from Australia. With
that being said, only 33% of Australian consumers know the
and name. Pana needs to ensure
that it has competitive advantage over its competition, and this can be derived from the
following SWOT analysis.
3.3 Social Media SWOT Analysis
Table 2 SWOT Analysis based on Pana’s Social Media Accounts
3.3.1 Strength and Opportunities (Internal analysis)
Based on the SWOT analysis, Pana has strong promotions on channels (Pana Organic
2020a), and it guides viewers and customers on how to use its products in baking. Pana aims
to educate its viewers that one could do so much more with chocolates and spreads. This
consequently became another strength of Pana, in building an active community which formed
customer-to-customer (C2C) engagement. Pana