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Assignment #3: Content Marketing and Social Media Strategy

Amy Nguyen, Julie Moore, Ben Segal, William Richard & Trung Hieu Nguyen

Section 2 - Group 4

Dalhousie University

COMM3414

Dr. Mohammed El Hazzouri

April 8, 2022
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About hfx social

hfx social is a non-profit marketing organization that assists high school graduates,
current university students, and recent graduates in locating the best Halifax bars and restaurants
with the best daily deals. hfx social's mission is to provide nightlife enthusiasts in Halifax with a
taste of the east coast's social scene and the opportunity to make new friends while saving you a
couple dollars. We've compiled the ultimate list of the best downtown Halifax spots to visit for a
perfect night out, influenced by our immersion in Halifax's nightlife, to save you time searching
for "the best bars/restaurants near me."

Target Market Persona Research

Our target market persona consists of university students in Halifax who are sociable
extroverts, well-versed in the use of technology, uses social media, and prefers to visit places that
are inexpensive but still of high quality. The demographic target market for hfx social is
primarily Generation Z, which ranges in age from 18 to 24. Generation Z represents a shift in
social media usage, with 66% of Gen Z consumers claiming that social media is a necessary part
of their lives. Furthermore, they are eager to interact with brands, with 78% using social media to
learn about new brands. They are bringing the awareness stage to social, and brands are expected
to keep up (Sprout Social, 2022).

Discover Halifax, HalifaxNoise, and GetintheLoop are hfx social’s competitors. Discover
Halifax is a tourism marketing organization that provides a comprehensive guide to all things
Halifax, including food and drink, upcoming events, and other activities (Discover Halifax,
2022). HalifaxNoise is a popular Instagram page in Halifax, and the owner also manages several
other accounts, including HalifaxNoiseFood. The account is known for being a reliable and
up-to-date source for events happening in Halifax (McIntosh, 2016). HalifaxNoiseFood is similar
to hfx social in that it provides a list of restaurants and bars that offer food and drink specials
throughout the week. GetintheLoop is a digital community that helps consumers explore and
discover offers and rewards from local businesses in Halifax. They have an app in which
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members can use exclusive offers from local businesses to earn free stuff by using a digital
punch card (GetintheLoop, 2022).

The social media platforms that we will be using for hfx social are Instagram and TikTok.
Instagram is popular with Generation Z because they are the first generation to have grown up
with the internet and cell phones, which means they check Instagram frequently and prefer
visually appealing and entertaining content. They want content that is both realistic and presents
an unattainable vision of life (Socialfox, 2020). TikTok is another popular platform because it is
based on a content graph, which means that the TikTok algorithm provides content based on
users' interests and the videos they watch and interact with. This provides an opportunity to reach
a large number of people without necessarily having a large following (Boger, 2022).

Our brand will use a few types of content marketing: a blog, infographic, checklist and
short videos. These topics are effective for hfx social because a blog, a infographic and a
checklist will allow us to keep our audience up to date on our business and provide more
flexibility to connect with them and share updates in a way that reflects who we are rather than
just what we do. Furthermore, short videos allow us to create hard-hitting, relatable content that
gets to the point quickly, without the workload of creating more in-depth content, as it is well
known that the average human attention span is shrinking as social media overtakes the world
with visual experiences (Meltzer, 2018).

Our main objective with content marketing and social media is to understand this
generation's social media habits and media trajectory, because it is critical to distribute valuable,
relevant, and consistent content in order to attract and retain a clearly defined audience, which
will result in customer action.
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hfx social Content Creation

Blog

Tips for Staying Safe on a Night Out

Halifax is a fantastic city for a night out, with a variety of bars and restaurants to
choose from. Halifax is always buzzing as it is frequently crowded with locals and
university students from all over the world. When you're on a night out, you should be
able to feel safe and enjoy yourself without fear of something bad happening. To
ensure a safe night out, follow these tips:

1. Stay with your friends

When going out, stick with trusted friends. By staying close to the people you trust
and know well, you reduce the chances of being targeted by people looking to take
advantage of you. As there is always safety in numbers, using the buddy system is an
effective way to ensure everyone's safety.

2. Arrange designated drivers or taxis

Before you go out, consider how you will get home. If possible, arrange for a
designated driver to be someone you trust who is not drinking and agrees to drive you
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home safely. Another option is to arrange a licensed taxi and ride home with someone
you know.

3. Drink in moderation and watch your drink

Always stay in control and know your limits when drinking. Reduce the amount of
alcohol you consume in order to fully enjoy your night out. Never leave drinks
unattended as this increases the likelihood of it being spiked.

4. Keep your valuables hidden

Keep your belongings such as your phone and wallet hidden in a pocket or bag.
Important valuables, such as jewelry, should be left at home if at all possible. If your
valuables are out in the open while under the influence, you are an easy target.

5. Avoid confrontation
If there is an argument or a fight, it is best to leave the situation. It is best to notify a
bouncer or the police so that they can handle the situation. By getting involved, you
increase your chances of getting yourself or your friends hurt or in trouble.

There are many things in life to be concerned about, but don't let them ruin your night
out! By following these tips with some awareness and confidence, you and your
friends can have the best night ever!
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Infographic
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Repurposed Content of Blog - Infographic

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Content Curation

https://www.savethestudent.org/save-money/lifestyle/14-ways-to-save-money-on-a-night-out.html#:~:text=Top%20tips%20for
20cutting%20the%20cost%20of%20a,early.%205%20Act%20like%20a%20celeb.%20More%20items
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Checklist #1
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Short Video
https://vm.tiktok.com/ZMLC4TbNG/
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Checklist #2
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hfx social’s Mock Social Media Pages

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References
Boger, K. (2022). Why brands are turning to TikTok. Creative Review.
https://www.creativereview.co.uk/why-brands-are-turning-to-tiktok/#:~:text=One%20of
%20the%20things%20that,follow%20or%20their%20social%20spheres.

Butler, J. (2021, March 18). 16 simple ways to save money on a night out. Save The Student.
https://www.savethestudent.org/save-money/lifestyle/14-ways-to-save-money-on-a-night-
out.html#:~:text=Top%20tips%20for%20cutting%20the%20cost%20of%20a,early.%205
%20Act%20like%20a%20celeb.%20More%20items

Crime Stoppers UK. (2017, December 5). 7 top tips for a safe night out.
https://crimestoppers-uk.org/campaigns-media/blog/2017/dec/7-top-tips-for-a-safe-night-
out

Discover Halifax. (2022). About Us. https://discoverhalifaxdmo.com/about-us/

GetintheLoop. (2022). About Us. https://getintheloop.ca/about

McIntosh, E. (2016, November 8). Meet the woman behind one of Halifax’s top Instagram
accounts. The Signal.
https://signalhfx.ca/meet-the-woman-behind-one-of-halifaxs-top-instagram-accounts/

Meltzer, D. (2018, February 8). Why Short-Form Video Needs to Be Part of Your Content
Strategy. Entrepreneur. https://www.entrepreneur.com/article/308684

Socialfox. (2020, November 17). 12 Secrets to Marketing to Gen Z on Instagram. Social Fox.
https://socialfox.co/blog/12-secrets-to-marketing-to-gen-z-on-instagram

Sprout Social. (2022). How Different Generations Use Social Media – and What this Means for
Your Business. https://sproutsocial.com/insights/guides/social-media-use-by-generation/

Spunout. (2022). 10 ways to stay safe on a night out.

https://spunout.ie/life/socialising/safe-night-out