Marketing Case Study Paradigm Shift 2

Case : Paradigm Shift Part 2 (Social Media Strategy) Case Prompt : Decide where and when to run a video ad on social media to target future Paradigm Shift interns. Team # : Team Name : Kai Thng Section : Part 1: Video Ad Social Media Strategy List the following strategy elements for your video ad . Platforms On which social media platform(s) would you like to run the commercial (and any specifics on where the ad appears within the platform). Why? I think that it would be a good idea to run the ad on LinkedIn, Twitter, Facebook, Snapchat, and Instagram. LinkedIn is the obvious choice because students who are trying to further their careers will be interested in a an internship opportunity like this. Twitter, Facebook, and Instagram would be useful since many college students are on this app and the ad could be displayed on the students newsfeeds. Snapchat could be used and video ads could be used on this app which would allow potential applicants to see what their job could be like. These social media platforms would be a vital way for Paradigm Shift to reach its college student audience. Time of Year When should your ad run during the year? Why? Indicate when you would run the ads on the calendar on Part 2. My ad would run from August through February. This would be useful because it would give college students time to see it through the beginning of the fall semester all the way through the middle of the spring semester. Ending in February would give students a time to apply before it becoming too last minute. Time of Day/Week What days and time of day should your ad run? Why? Indicate when you would run the ads on the weekly calendar on Part 3. I want my ad to run from Wednesday through Sunday from 12-8. Having the weekend and the second half of the week is necessary because this is usually when students have more free time and on their phone allowing or more visibility for our ads. In addition starting at 12 when most college students have lunch could also increase ad visibility. Ad Targeting Options Look at the page titled “ALL OF FACEBOOK’S AD TARGETING OPTIONS.” Assume these options are available on your platform. List at least three options you would choose to effectively target your buyer persona. Explain. I want the ad to target both genders, people who pursuing a business degree, and finally in the 18-22 age range. This would fit the target demographic description nicely as a start. In addition, it would be good to target people who enjoy travel, leadership, and marketing. These options should allow me to reach my target audience effectively. 1 | P a g e

Part 2: Annual Calendar Highlight / Shade / Mark the times of year to run the ad Month Sun Mon Tue Wed Thu Fri Sat Jan 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 Feb 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 1 2 3 Mar 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Apr 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 May 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 June 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 July 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 Aug 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 Sept 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 Oct 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 Nov 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 2 | P a g e SPRING BREAK