Based on the topics discussed in class as they relate to social media content and planning, please create two (2) Facebook posts for your revised Audience “A”:
a. Create a post promoting the campaign and its impact.
b. Create an engaging post that drives awareness and action (e.g., participation, sharing, excitement for the event).
For each post, please outline your planning criteria and justify your goal, reasoning, and key elements. Don’t forget
to include the destination for each post and your reasoning and goals for each. (10 X 2 = 20 marks)
Facebook Post 1:
Post Planning & Justification:
The main plan of the post was designed and created to target Facebook to highlight our marketing campaign. The content within the post highlights the personal impact that the Cycle of Champions campaign has on real youth in the Detroit community. The reason that this is important is because it allows us to connect emotionally with our audience by showcasing a relatable story and one which can allow our audience to connect with it. This Facebook post outlines our persona, which we have created for this campaign, Jayden Miller. His life reflects many of the challenges that kids across the local Detroit community are facing daily, and when people see that, it helps them understand that this campaign is about more than just basketball. Jayden Miller accurately represents the kind of youth that this campaign was created to support. This is the reason why, in the planning of our post, we wanted to highlight the 13-year-old boy from Dexter-Linwood because his story felt inspiring and would motivate our audience. This post pursues its goal of building awareness and emotional engagement with our audience and the Detroit community. By introducing Jayden and sharing a small part of his story, we’re giving our audience a reason to care and a reason to support what we’re doing for the community. Structuring the post in a short story format makes the story more emotional, as there’s little information given about Jayden Miller, but there is weight to the reason why you should continue to explore his story. This post highlights how Jayden Miller is more than just a basketball player; he takes care of his siblings while playing and dreaming of what he can become.
Using this narrative helps us engage with our audience because it shows them that this campaign is working for more than just basketball. It’s working as a way to help and connect with the community. The tone of the post and content was designed to be uplifting and motivational while also being very community focused. We wanted the story of Jayden Miller to potentially inspire hope in our audience that way, our audience would come to the realization that the effort that the kids at the tournament will be putting in is something that should be supported. We use precise language which efficiently talks to our audience personally by stating, “We see you. We believe in you,” the post can directly address all the other kids like him who might be scrolling and wondering if anyone notices their story. The language used can also serve as a message to parents, coaches, and community members who value seeing local kids succeed.
The key elements of this post were to incorporate tags and hashtags such as #CycleOfChampions, with mentions like @DetroitHoopers and @WhirlpoolUSA. This was used to build reach and align with our key partners for the campaign. Whirlpool’s involvement is especially important to include, and the tag helps to reinforce how much they have been supporting the Detroit community. A major portion of this campaign is the fact that Whirlpool is giving donations of washers and dryers to families who need them for the winning teams of the tournament. In our post, we want to show the community that this is a joint effort, with local support and investment coming together to help the local families of the Detroit community. Our post has a CTA which encourages our audience to continue to watch Jayden’s story. This was an important way to increase engagement with our audience and drive them to a destination where they could learn more. We can send our audience to our campaign website so they can explore further details about the tournament and the campaign. This will help build awareness because our audience is emotionally drawn in. It gives us a chance to show how Jayden’s involvement in the tournament was made possible and what it truly means to him and his family. This post helps us to engage with our audience because it accurately promotes the impact the campaign has on the community.
Facebook Post 2:
Post Planning & Justification:
This post was created to drive awareness, build energy, and get our audience excited to show up and participate in the Cycle of Champions youth basketball tournament. Our goal was to create something energetic and action-focused that would get parents, players, and community members excited to participate and be there. The planning behind this post focused on making sure multiple criteria were met so that we could create and design a post which was engaging and drove awareness for the campaign. We needed to make sure the event felt like a cannot-miss moment. We had to ensure to give people all the essential info they needed to attend and encourage them to share and spread the word about the tournament to build awareness.
When designing this post, it was important to ensure that it would be capable of generating buzz for the tournament and getting people’s attention and excitement. We began with an opening line which would immediately catch our audience’s attention. “Detroit’s biggest youth basketball tournament is almost here! Are YOU ready?” is meant to pull our audience in immediately. This post evokes emotions of urgency and excitement to inform our audience that something important and exciting is happening in their location. By using this choice of language and capturing our audience’s attention, it ultimately gets them to stop and read about what is happening. We made sure that the body of the post was not cluttered with information and only contained what our audience would need to know for the event. This is important because keeping the content of our posts clear and concise allows our readers to efficiently absorb all the information we want them to. Including the date of the event, where it will be taking place, event highlights like music, food trucks, and giveaways are important aspects of the tournament which we want our audience to be aware of. When we use a simple format which incorporates bullet points and plain English writing, we eliminate any potential confusion and make it easy for our audience to share or invite others. A map was included after the copy of the post as a visual element, which helped to encapsulate the key neighbourhoods and the tournament location.
The reason that we incorporated a map into our post design was that it provides the post with a sense of local pride and can better help engage with our audience when they highlight their area. Including this visual gives our audience a personal connection and allows them to feel like this event is for them to enjoy. For a community-tight city like Detroit, including this visual can greatly push the message that the tournament has a large focus on the community. The hashtags were included in our post to build more focus on the event in hopes of getting other community-centred individuals involved and reaching a greater audience. The reason that adding hashtags to this post is important is that our audience will be more encouraged to interact and share the post if they know that there is a community of people behind the movement. The destination for this post is to lead viewers to RSVP links and the event pages. We also encourage the audience to engage directly by tagging and sharing the post. We use phrases like “SHARE this with your team” and “RSVP now!” to directly encourage interaction. These CTAs are important because they encourage action without needing to be overly direct. There is no need to be overly direct because we’re just guiding people to be part of something that can be for a greater cause. This post does a great job of trying to build community excitement and build attendance for the Cycle of Champions tournament. It shows people that this campaign is about an experience designed to inspire Detroit’s youth and their families.
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