Social Media

Marketing Plan
2022

Kayla Coakley
Social Media
Alexandra Harrison
James Madison University MKTG410 Section 2
Noah Walsh Dr. Naletelich
Fall 2022
Sydney Blair
 TABLE OF CONTENTS

03 04 05 06
Team

Meet the

Situation
Analysis

External
Environment

Environmental
Trends

07 12 13 14

Social
Media
SWOT

Analysis

Social
Media

Target
Audience
Audit and Objectives and
Presence and Budget Personas

17 18 22 30

Social
Zones
Social

Media

Organic
Campaigns
Influencer

Marketing
Platforms Campaign

37 39 40 42

Activation
Plan
Social
Media
Manage
and
References

Content
Measure
Calendar
 3

MEET THE TEAM

My name is Kayla Coakley and I am a senior marketing

student at JMU with a concentration in digital marketing. I
grew up in Purcellville, VA and will be returning there post
graduation. In my free time I to spend time with friends
and family, shopping, and exercising.

Kayla Coakley

My name is Alexandra Harrison and I am a fourth year

student at James Madison University pursuing a marketing
major with a concentration in digital marketing. I grew up
in Virginia Beach, Virginia and will be returning to that area
to work full-time after graduation this spring. In my free
time, I enjoy working out and spending lots of time outside,
especially at the beach.
Alexandra Harrison

My name is Noah Walsh, I am a senior digital marketing

major at James Madison University. I am from Bradenton,
Florida and plan to work in the Tampa area after university.
Outside of class, I am the secretary of JMU club Brazilian
Jiu-Jitsu. When home, I also enjoy surfing and spending
time on the beach

Noah walsh

My name is Sydney Blair, and I am a senior Marketing major

with a concentration in Digital Marketing. I am from Aldie,
Virginia and I plan on staying in the Northern Virginia area
after graduation. I am a part of the Professional Sales club
here at JMU. In my free time, I enjoy traveling and spending
time with my friends and family.

sydney Blair
 4

situation analysis
The corporate culture is best described by Aspen Spark as inspirational,
dynamic, curious, compassionate, innovative, educational, inclusive,
accessible, nonpartisan, transparent, authentic, and adaptable. The mission
of Aspen Spark is devoted to unlocking the unique motivation within each
student by reconnecting them to the promise of hope. They're vision is to
inspire youth to become drivers of their education, to explore their curiosity
and to imagine all the possibilities of a bright future.

The opportunities that exist for Aspen

Spark are through platforms such as
YouTube Kids, TikTok, Instagram, and
opportunities
Facebook. They have the tools to
create a community of like-minded
individuals through these platforms.

Buyer Personas can be used for social

media activities. Utilizing more relevant
influencers for the target markets.
resources Using sites like Crazyegg to track how
promotions are polling with the
audiences

There is one person that runs their social

media and decides what gets posted.
They currently do not have a marketing Preparedness
team, social media managers, or a
defined marketing plan.
 5

External environment
Current Customers
The current customers are students that have social media sites and are
aware of both Aspen Spark and the resources they provide.

Competitors
Social Audience Overview of
Competitor Strengths Weaknesses
Channels Size Social Presence
The Instagram 2,329 Accounts are Global reach Low
Hearts Facebook followers informative with Frequent posts engagement
Company Twitter graphics of kids Promotion on posts
YouTube they helps and events No CTA's
how they help

them.

Teach Instagram 40k Posts are National reach Low

For Facebook followers informative and Organized engagement
America TikTok encouraging social media on posts
LinkedIn towards both accounts

teachers and

students, and
highlights
achievements.
City Year Instagram 11.2k Posts National reach Low
Facebook followers infographics, Strong engagement
TikTok educational presence on posts
Twitter content, mentor Active

YouTube excerpt and Promotions

LinkedIn company Good location

achievements.
Education Instagram 4,047 Posts Large audience Low
Trust Facebook followers infographics, National reach engagement
Twitter featured Strong on posts
YouTube influencers and presence Unorganized
LinkedIn learning sources Focus on low- content
for K-12. income and calendar
students of

color
 6

environmental trends
environmental trends

Trend Report 1
TikTok is a growing platform and is helping businesses listen to their
customers more. Video content is more powerful now than ever and TikTok
scratches that itch. It has plenty of opportunity for organic creations while
also engaging your audiences more than ever. This is a great way to capture
brand personality and build brand reputation. There was a 61% increase in
mentions during the first half of 2021, converting more and more users.
(Hubspot & Talkwalker - Social Media Trends 2022)

Trend Report 2
Influencer Marketing is an integral part of many social media platforms.
Influencers have a bond with their audiences and if they have a positive
reaction to your brand a portion of their followers will match their use of
your product/service. This report states that 75%+ of brand marketers will
be dedicating a portion of their budget to influencer marketing. Influencer
marketing is not platform specific. Influencers who receive the most
engagement on posts/stories/etc. are nano and micro influencers. 90% of
survey respondents also believe influencer marketing to be effective.
Influencer marketing has remained constant over the years with success
rates that have increased spending on it in 2022. (Influencer Marketing Hub
- The State of Influencer Marketing 2022)
 7

soci al medi a audi t

and presence

Voice and Style

Aspen Spark currently uses a sophisticated and welcoming tone of voice on
their Instagram posts. They are both informative about their intention
through the introductory phase of the program, as well as inviting new
viewers. The color scheme used in most of the media outlets follows the
one of an educated group, displaying a contrasting dark theme of modern
design styles (thin and linear) with the occasional spark effect to reflect the
brand image.

Publicity
Aspen Spark's media presence is limited and referenced very little on their
website, however, they do embed videos from their YouTube channel which
may be accessed from the webpage. Most of the outlets to note on the
page refer to the partners and supporters of the project. When looking at
their social media pages on each platform, they do tend to direct the
audience to their page every so often, through video messages and few
links.
 8

social media audit and

presence
Youtube Stats/Measurement

The current media status on Aspen Sparks Youtube page includes very
low engagement with lackluster views. Content has inconsistent viewing
patterns with a low watch time. These are great areas for improvement
which will be exemplified in Organic Campaign #3.

This graph displays the amount of views that Aspen Spark YouTube has
received between January and September of 2022. As shown, the highest
amount of viewers is 18 at the end of February, beginning of March. Aspen
Spark doesn't receive more than about 4-5 views throughout that time
period which is something that can definitely be improved on.
 9

social media audit and

presence
Instagram Stats/Measurement
1,166 accounts were reached from August 22-September 20, which is a
2,434% increase. There was also a 430% increase in engagement with 53
accounts engaging.

1,193 accounts were reached from June 23-September 20, which is a

13,155% increase. There was also a 5,800% increase in engagement with
59 accounts engaging. This is also an overview of a few months containing
the above results.

August 22-September 20: June 23-September 20:

0 posts 0 posts
3 stories 7 stories
1Reel 1Reel
1 Video 2 Video
0 Live Videos 0 Live Videos
0 Active Ads 0 Active Ads

The fewer the posts, the less reach and engagement we see. When Aspen
Spark utilizes stories and videos we see the most reach and engagement.
With inconsistent posting schedules and no diversity of posts, we are not
seeing any gained followers, just minimal engagement. Increases are so
high due to inconsistent posts.
 10

social media audit and

presence
Conversion Analysis

Sentiment Analysis
Over the past 4 months, the few Instagram posts from
Aspen Spark have been 50% positive and 50% neutral.
The positives are coming from the likes of inspirational
speakers such as Sofia Ongele, on topics to encourage
the learning and support to educational groups. There
is not much engagement from the audience. Neutral
posts are also from guest speakers, though hold a more
informational and advisory message to the audience as
seen in Karl Rove's speech. The comments in these
however, are positive with emojis and short messages
of agreement.

Aspen Spark's Posts

Aspen Spark's posts can be grouped into two main

categories of inspirational content and informal content.
All posts are centered around the motion towards
educational support but many of the guest speaker
messages are more informational and give some sort of
advice to the viewer. Contrarily, the Aspen Spark team
itself distributes posts of inspiration.
 11

social media audit and

presence
Conversion Analysis

Who's talking about Aspen Spark

The mentions are limited, but most of
them come from Aspen Spark employees
or Aspen Spark's speakers driving traffic
towards the nonprofit website.

Aspen Spark's Hashtags Response Time

Hashtags used directly for
Aspen Spark's brand:
#inspireeducation,
#aspenideas, #aspenspark,
#aspeninstitute, #learn,
#aspenideasfestival
Hashtags related to posts:
#business, #advice,
#economy, #economist
They don't respond to any
comments on their Instagram.
The people mentioned within
the post haven't commented
either. It is believed this is the
result of not having enough
followers for engagement on
posts, or the person
mentioned never saw the
tagged post.

SWOT analysis
Strengths
Valuable guest speakers
Khan Academy affiliation
The Aspen Institute
Opportunities
Learning resources like
LinkedIn Learning and
Udacity
Other social media platforms
not yet used frequently like
TikTok and Facebook
12
Weaknesses
S W Low following/presence
Little/no engagement on
posts
Non-relevant influencers
for intended markets
O T Threats
Competitors with:
Bigger following/reach
More active on accounts
More organized
Stronger media presence
across 3+ platforms
 13

social media
objectives and budget
Aspen Spark's Budget: $15,000

Social Media
Increase the number Facebook likes by

Objectives
500% or 500 by month 6 through
content deployment 2/week.
1

Increase Instagram and TikTok content

2 deployment to 2 posts/week to encourage
and increase traffic to different social
media accounts by month 12.

Increase views by 50% to 442 views on

YouTube videos by utilizing 1 relevant
influencer for the younger audiences by
month 6 by posting once every other
3
week.

Increase brand awareness through

4 Instagram by reaching 50 more accounts
each month, posting 2 posts and 1 story
per week for 6 months.
 14

Target Market #1

Social Media
Objectives
 15

Target Market #2

Social Media
Objectives
 16

Target Market #3

Social Media
Objectives
 17

social zones

Social Community
Utilizing a social community will enable
Aspen Spark to build a large following of
learners who can connect through
different media platforms.

Social Entertainment
Social entertainment will be critical for the
engagement of the youth to continue and
involve themselves with the educational
resources.

Social Publishing
Social publishing will allow Aspen Spark to
publish and promote content in a way
that will allow followers to give feedback.
This will allow Aspen Spark to understand
which posts are landing with their target
audiences and which are not.
 18

social media
platforms
Facebook

social media
Platforms
Mission Statement
"Build a community of learners and provide the
educational resources children need to succeed."

Rationale
"The most popular platform among parents (and
non-parents) is Facebook. Almost three-quarters of
online parents use Facebook, a proportion similar to
the 70% of non-parents who use the platform.
Online mothers are more likely than online fathers
to use Facebook - 81% vs. 66%." (Pew Research)
 19

social media
platforms
Instagram

social media
Platforms
Mission Statement
"Distribute content to spread awareness of the
program and update followers on upcoming
guests"

Rationale
"Instagram has a tight grip on its users and 1.15 billion
people actively use the app. 83% of the users on
Instagram discover new products and users on
Instagram, and it's a great platform for micro influencers.
Instagram is a platform that drives a lot of traffic, and is a
way for brands to personally connect with their
audiences." (Social Pilot)
 20

social media
platforms
YouTube

social media
Platforms
Mission Statement
"Provide engaging entertainment to push our
educational program."

Rationale
Youtube is a targeted media platform as it has media
advantages in long-form content. Just as well, Youtube's
algorithm allows for channels even in small stages to
experience success as it tags and channel watch-time are
taken into account when distributing content to new users.
 21

social media
platforms
TikTok

social media
Platforms
Mission Statement
"Create fun trendy content to better connect with
the target audiences and promote the program."

Rationale
"TikTok has world wide users and is a worthy long-
term investment for your company". TikTok will
help to enhance brand identity, increase brand
awareness, enhance authenticity of brand image,
reach target markets faster, and is budget-friendly.
Maria H. Alaniz Legacy Marketing
 22

Organic
Organic Campaign
Campaign #2
#1
Ahead
Be of
thethe Curve with
Brightest YouAspen Spark
Can Be
Objective
Awareness Stage Campaign
Increase the number Targets Duration
Facebook likes by 500%
or 500 by month 6 Parents (35-44) 6 months
through content January - June 2023
deployment 2/week.

Campaign Experience
The campaign focuses to work on creating informational,
yet entertaining posts/stories that people will feel inclined
to share. Once shared captivating a broader audience with
the intrigue of the content. The content will include a
variety of giveaway with different prizes that appeal to this
target market.

Inspiration & Message Tone & Audience Reception

Inspiration comes from the target market
(parents) innate care for their children’s
futures and appreciating information
about resources that can help their
children succeed. Exactly what the
campaign intends to push; resources to
keep your students ahead of the curve.
The tone of this campaign will be
inspirational and motivating. The
campaign will make the audience care
about the future of their kids and their
kid’s success, with intellectually and
emotionally stimulating content.

Engagement Resources & Measure

Engagement is gained through parents
Resources required for this campaign
who want to help their kids succeed as
will include the Facebook and a
much as possible. This will inspire them

production studio. Metrics will be

to share the content from Aspen Spark’s

measured through the Facebook

Facebook and connect with Aspen
analytics database to assess likes, re-
Spark’s Facebook page to keep up with
shares and comments.
the content.
 23

Organic
Organic Campaign
Campaign #2
#1
Be the Brightest You Can Be
Example Post

This is an example Facebook post that would

appeal to our older target markets. It serves as an
informational resource while
also containing a CTA
to promote engagement. The
post shows parents
that Aspen Spark is a resource that could be
utilized for their kids.
 24

Organic
Organic Campaign
Campaign #2
#2
Be the
Be the Brightest
Brightest you
You can
Canbe
Be
Objective
Consideration Campaign
Increase Instagram /
TikTok content Stage Targets Duration
deployment to 2/week to 12 months
Middle School

&
encourage and increase January - December
High School
traffic to different social 2023
media accounts by
month 12.

Campaign Experience
This campaign will consist of success stories shared
by Aspen Sparks from people they have actually
helped. They can encourage their audience to
engage on posts to share their stories and be
highlighted on different platforms. This will also
incorporate a student of the week
acknowledgement.

Inspiration & Message Tone & Audience Reception

JMU COB marketing LinkedIn page posts
highlighting members of the group
inspired this campaign, showing off
The sentiment we
student success stories.
The tone of this campaign will be
inspirational and motivating for the
students. Intellectually, it will inspire

them to care about

enhancing their
are looking for out
of students is: "If educational experience and getting the
others are motivated to use Aspens Spark help they need.
as a source for knowledge/inspiration and
succeed, maybe I could too."

Engagement Resources & Measure

Resources required for this campaign
Users will feel motivated by their peers
will include the media platform and
succeeding around
them, and if they

Khan Academy
Khan Academy services. Metrics will be
were/are helped by
measured through the Instagram and
they will want to be featured as a
Tiktok native analytics database to
success story as well.
assess likes, reshares and watch time.

 25

Organic
Organic Campaign
Campaign #2
#2
Be the
Be the Brightest
Brightest you
You can
Canbe
Be

This is and example post of an Aspen Spark sucess

story that should be posted as the content
calendar says. The success story can be from any
sparker or anyone who has
succeed with Aspen's

help. The post includes a link to the website to

learn more while giving a sparker a personal
highlight/shoutout.
 26

Organic
Organic Campaign
Campaign #2
#3
Be theFind Your Spark
Brightest You Can Be
Objective
Awareness Stage Campaign
Increase views by 50% Campaign
Targets Duration
to 442 views on Duration

YouTube through a Elementary & Middle 6 months

relevant influencer by School 6 months2023

July - December
month 6 by posting once
every other week.

Campaign Experience
This campaign will utilize a relevant influencer for
the younger audience that will entice them to click
and watch videos. It will be inspiring to the kids,
targeting their easily influenced personas from the
people they watch and surround themselves with.

Inspiration & Message Tone & Audience Reception

Inspiration for this campaign comes from
the impressionable minds of youth and The tone of this campaign will be fun and
loyalty to influencers.
After obtaining their encouraging, with the audience gaining a
attention from the
influencer, the desire to care about their education and
message to students will push the fun in feel encouraged to keep learning.
learning and it’s importance in the
development for personal growth

Engagement Resources & Measure

The engagement from students will be
obtained as they look up to the
influencer/person and listen to what they
have to say, feeling motivated and
encouraged by them.
Resources required for this campaign will
include the Youtube and an influencer.
Metrics will be measured through the
YouTube analytics database to assess
likes, comments, and watch time.
 27

Organic
Organic Campaign
Campaign #2
#3
Example
Be Post- Youtube
the Brightest Video
You Can Be

This YouTube video will be someone sharing their

spark along with a giveaway that is mentioned at
the end of the video. This video will be posted
across the other social media accounts with an
attached link or "swipe up"

feature. The video will
include directions on how
to enter the giveaway by
participant sharing a spark on their social media
with relevant hashtags and extra entries will be
given to those who share the original YouTube
video on their stories.
 28

Organic Campaign #4
Show Your Spark
Objective
Increase brand Awareness Stage Campaign
awareness through Targets Duration
Instagram by reaching 50
more accounts each High school 6 months
month, posting 2 posts students January - June 2023
and 1 story per week
for 6 months.

Campaign Experience
The brand awareness campaign will be an engaging
and positive display of varied content through
Instagram that will attract viewers to the linked
website to either join the program or become
involved in a partnership if reached out to through
the app.

Inspiration & Message Tone & Audience Reception

Inspiration from this campaign comes
from influencer marketing strategies
from larger businesses such as
Scholastic. Aspen Spark looks to inspire
and encourage program exploration
through engaging content on the
Instagram platform.
Inspiring/motivational content should be
used to usher in the program's benefit to
the user. Aspen Spark’s awareness
campaign will motivate the user
intellectually and emotionally as it will
reflect the possibilities the future holds
through education with the assistance of
the program.

Engagement Resources & Measure

Users will share the content as a result of
Resources required for this campaign will
their own use and experience through the
include media platform, production studio
outlet or through the intellectual content

and editing platform. Metrics will be

which spurs thought, providing personal

measured through the social media

interest. Though, users may not share
platform's native analytics database and
content due to the volume on the
linked clicks.
platform causing clutter.

 29

MEET A SPARK SPEAKER

LINDSAY THORNTON

SPORTS PSYCHOPHYSIOLOGIST
Lindsay Thornton is a senior sport
psychophysiologist at the United
States Olympic Committee, since
2013. A licensed psychologist who is
board certified in biofeedback and
neurofeedback by BCIA, she’s also
an adjunct faculty member at the
University of Denver Graduate
School of Professional Psychology.

ASPEN SPARK
www.aspenspark.org

aspenspark Meet one of our Spark speakers, Lindsay

Thronton #showyourspark #aspenspark

This sample post will be deployed on Aspen Spark's Instagram to attach a face to the
organization, one which students may be able to relate to. These posts will also give a
representation for all areas of education through our various speaker partners.
 31

Influencer Marketing
campaign
Influencer Campaign Brief

Campaign Name: Campaign Description:

Utilizing social media influencers to gain trust in
Influencing Success
our educational services for youth success

Number of Campaign Duration Channels:

Influencers: 6 months
Instagram & YouTube
One July 1 - Dec 31, 2023

Type of Influencer:
Influencers targeted for this campaign are micro influencers in the
entertainment industry. Micro influencers are important due to the customer
loyalty they hold with their fan base. The entertainment industry is targeted
due to their charismatic personality and engaging content they are adept to
making.

Target Audience: Key Objective:

Objectives for influencers is to
High School & Parents increase engagement to 50
engagements and linked page clicks to
200 clicks.

Campaign Message:
The influencer message will be to engage the audience through
personal stories, educational revelations, and words of
encouragement.
 32

Influencer Marketing
campaign
Influencer Campaign Brief
Deliverables & Timeline:
The influencer will post on Instagram the second
2 Instagram Posts
Tuesday of every month. She will also create a short
4 Instagram Stories
video talking about her Spark moment that she will
1 YouTube Video
send to Aspen Spark for them to post on their

YouTube channel.

Campaign Reporting & Requirement:

Reporting requirements involves the number of impressions, engagements,
views, and link clicks.

Payment:
Paid via check or virtual payment on
the first of every month for the
entirety of the campaign.

Content Review Process:

For review, we request that the content creator submit their
image + caption via email to Aspen Spark, prior to posting
content. Due date: 1 week prior to deployment.
 33

Influencer Marketing
Contract
Influencer Contract
 34

Influencer Marketing
campaign
Influencer for the Campaign
Influencer Name: Influencer Handle: Industry:
Tiffany Davidson @tiffanysvlogs (YouTube) & Parenting
@tiffanydarlyn (Instagram)

# of Followers: EMV/Post:
223K (Instagram) & $23.9K per Instagram
272K (YouTube) Post

Number & Type of Cost for Content:

Posts Wanted:
$2,090/post; $940/story;
2 posts; 4 IG Stories; $3,860/video
1 videos

How Influential is Tiffany Davidson

Influence Score: Engagement per Post:

90/100 16.3k on average

True Reach: Total Fans:

98.2k on Instagram 223k on Instagram
 35

Influencer Marketing
campaign
Influencer Audience Demographics

Average Age: Gender Breakdown:

26 years old Women (93%)

Top Countries: Top Cities:

U.S., Canada, United New York, Atlanta, Los
Kingdom, Colombia Angeles, London

What are the followers Why is this influencer's

interested in? audience a good fit?
Mothers, Creators, and They are mostly mothers who
Moms care about their children and
want to help their kids succeed.

Safety of Influencer
Audience Authenticity Score: Suspicious Engagements:
5/5 18%

Active in Pods: Explicit Language Used:

No Rarely (In 2 posts)

Audience Authenticity Tests Describe the content the

Follow Ratio: Pass
Profile Picture: Pass
Business Accounts: Pass
Posting Frequency: Pass
Newly Created Accounts: Pass
Influencer posts:
She posts about her family and her
life as well as her kids lives. She
posts travel content and is a family
vlogger.
 36

Influencer Marketing
campaign
Summary

Total Cost: Total EMV:

$11,800 for all content $143.4k for all posts

Total True Reach: Total Expected Engagement:

589.2k for all posts 97.8k for all posts

Influencer Do's:

Give influencer a creative brief for onboarding process

Before publishing social media get content approval
Include campaign messages/ use of hashtags
Do disclose it is an ad/sponsored content

Influencer Don'ts:
Do not compare Khan Academy to specific competitors or
mention these competitors
Do not use language/content that is inappropriate to young
children
Do not Authenticity
Audience exceed posting timeline/specific post dates
Tests
Do not miss CTA’s/appropriate tagging of Aspen Spark

 37

Influencer Marketing
campaign
Example Post

ASPEN SPARK | ZOA AND I'S SPARK MOMENT

This is an example YouTube post from Tiffany Davidson on her channel.

In this video she is talking about her and her daughters spark moments.
This will appeal to her target audience with the family aspect.
 38

Activation Plan
The How
The plan will be implemented using the content calendar and laid out
budget. Aspen Spark will need to reach out to the influencer and go
over the expectations of the partnership. The deliverables and posts
will need to be created following a consistent aesthetic that matches
the rest of Aspen Spark's social medias. The posts should be created
and scheduled out at least one week in advance. The posts will be
scheduled based off the most active times on each social media
platform.

The Who
Bridget Collins will be in charge of creating and scheduling posts for
the organic campaigns. Her responsibilities will include ensuring that
all content and posts follow a consistent theme and color pattern. She
will also need to stay up to date with replying to customer
comments/questions to help build the brand image and keep the
engagement on posts high. Bridget will oversee all giveaways and be
in charge of handling the winners and prizes. She will be in charge of
connecting with the influencer, ensuring the influencer knows their
role, and coordinating the content and types of posts/stories.

Budget
The budget allocated for this social media marketing plan is $15,000. The
influencer campaign is going to be the largest expense of this plan. The
influencer campaign will cost $11,800 for all of the posts/stories that the
influencer creates for Aspen Spark. The remaining $3,200 will be used
toward the organic campaigns to pay for giveaway prizes. There will be
$500 spent on Aspen Spark branded merchandise such as pens and t-
shirts to be given out with the prizes in the giveaways. The last $2,700 will
be used to purchase the giveaway prizes such as gift cards, laptops,
tablets, etc. Each organic campaign will get $675 to go towards the prize
expenses.
 39

Activation Plan

Timing
Planning 12 months in advance, the first organic campaign will start
January, 2023. The first organic campaign will run for six months from the
beginning of January through June 2023. The second organic campaign will
run for the entire twelve months from the beginning of January through
December 2023. The third campaign will run from the beginning of July to
the end of December 2023. The last organic campaign will run for six
months from the beginning of January to the end of June 2023. The paid
influencer campaign will run for 6 months from the beginning of July
through the end of December 2023. The influencer will post on every
Tuesday of the second week of every month the campaign runs. The
campaigns are scheduled throughout different times of the year to keep
engagement rates up and to work on attracting people from different
target markets.

Ensuring Consistency
The marketing plan will be consistent with Aspen Spark's goal to provide
meaningful content and resources within the organic campaigns. This
content will help build a community of like minded individuals that are
finding their "spark". Each campaign will be based on an overall
objective of trying to boost awareness and engagement of Aspen Spark.
The influencer chosen will embody the same values and goals as Aspen
Spark, and they will be used to help spread awareness of the brand's
mission. All content put out on social media will be reviewed and
checked by Bridget to ensure that it aligns with the values of Aspen
Spark. It will also be reviewed to ensure it follows a consistent language
and tone that represents the brand voice of Aspen Spark.
40

Content Calendar

Manage and Measure
Metrics to Acess Data and How to
Collect Data
Meta Business Suite is the
analytics tool that will help
with posts and analyze
performance on posts and
ads. It shows the metrics of
posts, show you trends and
show where you can
improve.
YouTube Studio Analytics is
the free tool for Aspen Spark
to utilize if changed to a
business account (free). The
metrics that will be used will
be monitoring CTR, watch
times, view duration, likes,
dislikes, and comments.
41
The Instagram Analytics tool
will be used to collect data.
Post Insights which include
likes, comments, shares,
saved, reach, content, and
interactions. Growth metrics
to show gained/lost
followers to measure
campaign effectiveness.
TikTok Analytics will be the
tool used to collect data. The
metrics used will be follower
count, likes, comments,
shares, saves, hashtag
performance, and
engagement rate per
follower.
 42

Manage and Measure

Standards of Conduct
Be transparent. "...who you represent or who you may be
speaking on behalf of. Not revealing your identity could attract
1
negative accusations that you are engaging in covert advertising,
marketing or PR activity." (Advertising Council Australia)
Be respectful. "Before posting, consider how other people might
read and interpret your comment. You should only post content
2 you would feel comfortable saying directly to another person
without causing offense." (Advertising Council Australia)

Be accurate. Make sure all posts are fact-checked, and that

3
mistakes are corrected in a timely manner.

Disclosure Requirements
Be Professional. "Show proper consideration for other people's
1 privacy." (Advertising Council Australia) Make sure language is
always polite and respectful towards others.

Public vs. Private. "Always apply the following test: "Would my

2 manager, client or customers be happy to see your content
published?" (Advertising Council Australia)

Be aware of confidentiality. Make sure to not reference any

3 confidential information to the company, such as post instructions.

Strandards for Posting

Be careful. Don't use third party logos, trademarks, or materials in
1
any ads unless it has approval for public use.
Be smart. "Respect other people's intellectual property and
copyrighted materials." (Advertising Council Australia). When
2
publishing on social media get permission to use any items that
are not your own.
 43

References
 44

References
References