Digital media material

You will lodge this assignment through the electronic process or in hard copy – do not send via email.

Read the Horse 360ºcampaign  again.

You are to prepare a suite of materials for the campaign, specifically social media. In order to do this, we need to link the social media to encourage people to take action in some way, similar to the examples we have seen in the course materials. The aim of this is to generate interest in the online materials and get people actively talking about Horse 360, specifically the app.

You are to:

  • Aim this concept at female Australian horseowners aged 35 years or over and who live in a household that earns $130,000 plus – for further details, read the research on page 8-9 of the campaign and do some of your own.
  • Develop some sort of social media promotion that will attract not only attention, but activity/involvement and has some sort of climax that allows you to build up anticipation.
  • Develop copy for a series of three Facebook posts.
  • Develop three Tweets that follow the key messages format – each must include some avenue for people to take action. The Tweets can build anticipation rather than include all three key messages in each. Tweets are no longer than 140 characters

The concept you develop might be a competition, you might have a third party endorser or celebrity champion or it might be some quirky tool that will encourage people to get involved. The creativity of the idea here is important but remember to keep it realistic in terms of who you are trying to engage. Try to give at least three pages of detail on how the concept would work and how you would use Facebook and Twitter with the other tools that are to be used as part of the concept.

Other tools will include mainstream media and other promotional tools that you can use around the concept to help spread the word and drive people to the website and social media sites. It is advisable that you recommend development of a webpage for details of your promotion from where people can then click to take part – either on a specially designed web page or on social media site/s.

The materials must be lodged in ONE word document file. You MUST include a cover sheet and this can be part of your word document OR generated from USQ and submitted with your assignment as a separate document.

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