Social Media Marketing Campaign Memo

I. Executive Summary

The "Summer Wellness Challenge" social media marketing campaign aims to promote our new line of health and wellness products and increase brand awareness. We anticipate a 20% increase in product sales and a 15% growth in our social media followers within the next three months.

II. Campaign Objectives and Goals

• Primary Objective: Increase product sales by 20%.

• Secondary Objectives: Boost brand awareness, engagement, and follower count.

Specific Goals:

• Increase website traffic from social media by 30%.

• Gain 10,000 new social media followers.

• Generate 5,000 clicks to the product purchase page.

III. Target Audience

• Target audience: Health-conscious adults aged 25-45.

• Buyer personas: Health enthusiasts, busy professionals, and fitness enthusiasts.

• Demographics: Predominantly urban, diverse income levels.

IV. Platform Selection

• Platforms: Facebook, Instagram, and Pinterest.

• Rationale: These platforms align with our target audience and are conducive to visual content, which is essential for wellness products.

V. Content Strategy

• Content types: Educational blog posts, video demonstrations, user-generated content, and inspirational quotes.

• Messaging: Encouraging a healthy lifestyle and showcasing the benefits of our products.

VI. Content Calendar

Detailed posting schedule:

Social Media Platform	Post/Pin Frequency
Facebook	3 posts per week
Instagram	5 posts per week
Pinterest	2 pins per day

VII. Paid Advertising Strategy

• Budget: $10,000 allocated for Facebook and Instagram ads.

• Target audience: Custom audience of past website visitors and lookalike audience.

• Ad formats: Image and video ads.

• Schedule: Ads run from June 1 to August 31.

VIII. Influencer Partnerships (if applicable)

• Strategy: Collaborate with two fitness influencers.

• Selection criteria: Relevance to our brand, a strong social media following, and engagement rates.

• Compensation: $2,000 per influencer for a two-month partnership.

IX. Engagement and Interaction Plan

• Response times: Within 24 hours for comments and messages.

• Community management: Monitor and engage with user-generated content.

• Engagement tactics: Contests, quizzes, and user testimonials.

X. KPIs and Metrics

• KPIs: Website traffic, follower growth, clicks to the product page, and conversion rate.

• Metrics: Google Analytics, social media insights, and conversion tracking.

XI. Budget and Resources

• Budget allocation: $20,000 in total for content creation, paid advertising, and influencer partnerships.

• Resources: Social media management tools, graphic design software, and a content creation team.

XII. Risk Analysis and Mitigation

• Risks: Negative user comments, negative influencer behavior, and ad performance.

• Mitigation: Moderation guidelines, influencer contract terms, and regular ad performance monitoring.

XIII. Legal and Compliance Considerations

• Compliance: Ensure all health claims are supported and follow advertising regulations.

• Disclosures: Include disclaimers where necessary.

XIV. Timeline and Milestones

Date	Milestone
June 1, 2055	Campaign launch
June 15, 2055	Mid-campaign review
August 31, 2055	Campaign conclusion

XV. Reporting and Analysis

• Weekly performance reports and a comprehensive analysis at the end of the campaign.

• Metrics: Engagement rates, conversion rates, and ROI.

XVI. Contingency Plans

• Have a crisis management plan in place for handling any negative PR or crises.

XVII. Team Responsibilities

• Social media manager, content creator, influencer manager, legal compliance officer, and analytics expert.

XVIII. Approval Process

• All content and ads require approval from the social media manager and legal compliance officer before publishing.

XIX. Post-Campaign Analysis

• Analyze campaign performance against set goals.

• Make data-driven decisions for future campaigns.

Sincerely,

Quinn Rivas

Marketing Manager

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