Lanie Driver E-Portfolio Final 2022 PT2

Buhi Supply Co. Social Media Plan

Introduction/Background

Buhi Supply Co. will be promoting a three-week photo contest on Facebook and Instagram in efforts to increase engagement, interaction, brand awareness, and conversions. The theme of this contest will be “Where do you take Buhi?” and entrants will be encouraged to enter their best shot of them traveling or doing an activity with their Buhi bag and posting it, using the hashtag #BuhiCam. The contest will begin Sunday, July 3rd and end on Sunday, July 24th. Each Thursday there will be mini contests to promote entries into the photo contest. These mini contests will also promote Buhi and the photo contest because entry rules for these will involve other social media platforms other than Instagram and Facebook. To kick off the campaign, Buhi will run a 4th of July promotion for 20% off. Throughout the duration of the photo contest, we will use organic and paid posts on Instagram and Facebook to reach our desired audience. The idea behind this contest is that there is a perfect Buhi bag for all travel excursions and even daily activities. Our goal is to increase brand awareness and revenue through our social media platforms by giving our followers ways to engage with Buhi and participate in our mini contests while also learning about the ways our customers are using their Buhi bags.

Audience

After extensive marketing research, Buhi has identified their target audience characteristics and the best way to reach each of our potential customers. Buhi's primary market falls between the ages of 19 and 32 therefore Instagram and Facebook will be the most efficient way of reaching them.

Percent of Market: 17%

Age: 18-26

Gender: Female Income: $7,500.00- $12,000.00

Interests Summary: Mindy is a fashion-forward college student who’s looking forward to hitting the books this fall. Her university lifestyle relies on a messenger bag or backpack that conveniently holds her books, laptop, and other class supplies without sacrificing comfort or style. She spends her free time hanging out with friends.

Social Media platforms:

Percent of Market: 8%

Age: 26-35

Gender: Female Income: $65,000.00- $75,000.00

Interests Summary: Sue is a frequent flyer who loves planning her next sight-seeing vacation. She is on the lookout for a suitcase or messenger bag that is practical and durable, one that will simplify her packing and traveling both at home and abroad. Whether traveling for work or leisure, by plane, train, or automobile, Sue wants luggage that allows her to explore the world on her terms. Social

Percent of Market: 14%

Age: 21-28

Gender: Male Income: $45,000.00- $55,000.00

Interests Summary: Raj is starting a new job, and he’s looking for a stylish, professional messenger bag to carry his laptop and documents. When he’s not in meetings or traveling for work, Raj spends his free time reading the news and working on side projects.

Social Media platforms:

Percent of Market: 13%

Age: 18-27

Gender: Female

Income: $20,000.00 - $30,000.00

Interests Summary: Jill is a sporty fitness enthusiast who spends her free time teaching dance lessons or attending aerobics and yoga classes. She needs a good-looking tote or duffel to carry her gear in. She’s excited to find a sporty bag that will look just as good as a carry-on as it will at the gym.

Percent of Market: 11%

Age: 28-37

Gender: Female

Income: $25,000.00- $30,000.00

Interests Summary: Sally is a casual gal who spends her free time at the beach, and she needs a stylish new purse or tote to carry all of her beach essentials and children’s toys on her next visit to the seaside. Whether sailing, swimming, or fishing, Sally is looking for something that’s trendy, classy, and youthful that matches her beach-going lifestyle.

Social Media platforms: Marketing

Percent of Market: 30%

Age: 24-31

Gender: Male

Income: $25,000.00- $35,000.00

Interests Summary: Tom is looking for a multipurpose backpack for his next trip. An avid hunter, camper, and hiker, Tom needs a backpack that can carry his work essentials as easily as his camping gear. This bag should help him feel prepared, qualified, and pumped for his next wild excursion.

Social Media platforms:

Marketing Strategy:

Daypacker Tom makes up the majority of Buhi’s target audience, therefore, we want to be sure and market to this group very strategically.

- Facebook & Instagram - Hunting - Hiking - Camping - Travel

Percent of Market: 7%

Age: 33-42

Gender: Female Income: $95,000.00- $120,000.00

Interests Summary: Kami wants a sturdy but trendy tote to carry her children’s gear for school and extracurricular activities. A self-proclaimed shopaholic with an eye for the latest look in dresses, shoes, and accessories, Kami’s ideal bag reflects her fashion sense and makes it easy to organize her essentials while shopping at the mall or boutique.

Budget: $7,000 Resources: Marketing manager (gets paid $15 for story post, $20 for feed posts, & $25 for paid fee posts) Video production team Diverse group of employees to feature in video promo

Expected Return on Investment ROI = (net profit/cost of investment) x 100 Paid Posts (Media costs + sponsored post cost) $3,935 $54,500 $1,385 Organic Posts (Media costs) $20 $2,400 $12,000 Mini Giveaway prizes (Media costs + prize value) $150 $1,200 $800 Photo Contest prizes (Camera + Buhi bag) Between $2,534$2,669 $5,000 $187 Canva Pro $13.00/mo. - -$13

Campaign parameters, incentives, campaign platform, and timeline

Photo contest entry rules:

Participants will post a photo of them featuring a Buhi bag on Facebook or Instagram

In the posts caption they must include the hashtag #BuhiCam

Entrants may enter between 12 AM July 3rd – July 23rd by 11:59 PM CDT

Winner will be announced via Instagram and Facebook July 24th at 10 AM CDT

How Buhi will pick the contest winner:

The marketing team will meet July 24th at 8 AM CDT to discuss winner

Entries will be evaluated on creativity, amount of engagement, and use of their Buhi bag

Incentives:

The winner will receive a Buhi bag of their choice and a Canon EOS 6D Mark II DSLR Camera with 24-105mm f/4L II Lens that Buhi will purchase from B&H photo, video, and audio

Platforms used:

Buhi’s photo contest campaign will run on Instagram and Facebook at the times listed on the calendar. The platforms, times, and dates of posts have been decided on based on previous

data collected from Buhi Co social media accounts. Not only does Instagram and Facebook reach Buhi’s target audience but they also have the highest conversion rate for generating revenue.

Gantt Chart

Campaign assets and calendar

Platform & Image (Story/Feed)

Feed Post #1

Date & Time Published

Post Type CTA

Projected Engagements & Conversions

Audience

Gender: All Age: 18 - 45

July 3rd -9th (SundaySaturday) 7 Days

Paid Learn More E: 800 C: 90

Interest: travel, photography, fashion, trending, yoga, mom life, fitness, hiking, fishing, beach, young adult, business casual, sporty, mom, hunting, camping, exploring, packing, work trips, college, style, student

Gender: All Age: 18 - 45

Feed Post #2

Story: Repost Post #1 on stories

July 4th (Monday) F: 8:00 AM S: 12:00 PM

Paid Shop Now E: 1500 C: 250

Interest: travel, photography, fashion, trending, yoga, mom life, fitness, hiking, fishing, beach, young adult, business casual, sporty, mom, hunting, camping, exploring, packing, work trips, college, style, student

Cost (Canva subscription $12.99/mo )

Projected Revenue (per platform)

Media cost $25 ($100 per day) Total: $725

$4,000

Media cost $25 ($200 per day) Total $225

$7,500

Story Post #3

Feed Post #4

July 7th (Thursday) 9:00 AM Organic Mini Contest E: 800 C: 25

Free Settlement Case $15 Media cost: $15 Total $30

$400

July 12th (Tuesday) 11:00 AM Organic Shop now E: 1640 C: 32 Media cost: $20 $2400

Story Post #5

July 14th (Thursday) 9:00 AM Organic Mini Contest

Gender: All Age: 18 - 45

Social Media Plan

Free Score Messenger Mini $30 Media cost: $15 Total $45

$400

Feed Post #6

July 13th18th (FridayMonday) 3:00 PM

Paid Watch Now E: 2500 C: 350

Interest: travel, photography, fashion, trending, yoga, mom life, fitness, hiking, fishing, beach, young adult, business casual, sporty, mom, hunting, camping, exploring, packing, work trips, college, style, student

Feed Post #7 Story Post #1,4 on stories

July 18th –20th (MondayWednesday) F: 8:00 AM S: 12:00 PM

Paid Shop Now E: 2000 C: 250

Gender: All Age: 18 - 45 Interest: hunting, camping, exploring, travel essentials, fishing, wilderness, travel, outdoors

Video production $1500 ($75 per day) Total: $1,875

$18,000

Story Post #8

July 21st (Thursday) 9:00 AM Organic Mini Contest

Feed Post #8 Story Post #1

July 21st –23rd (ThursdaySaturday) F: 9:00 AM S: 9:00 PM

Paid Shop Now E: 3000 C: 325

Gender: All Age: 18 - 45

Interest: travel, photography, fashion, trending, yoga, mom life, fitness, hiking, fishing, beach, young adult, business casual, sporty, mom, hunting, camping, exploring, packing, work trips, college, style, student

Media cost: $25 ($150 per day) Total: $475

Signature tote $60 Media cost $15 Total $75

$10,000

$400

Media cost $25 ($200 per day) Total: $625

$15,000

Feed Post #10

July 24th (Sunday) 10:00 AM Organic E: 750 C: 200

Social Media Plan

Giveaway winner: Bag ($15$150) Camera $2,499 Media Cost $20 Total $

$5,000

Post #3 Post #4

Notes

Have bag sitting next to girl doing yoga

Tag bag on post with link to order

Post #5 Post #6

Notes:

Create a video of Buhi employees using their Buhi bags in their everyday life & tell about why they love Buhi

Post #9

Post #10

Notes

Have people wearing bags pictured in each pic for actual post

Strategy:

My strategy for Buhi’s photo contest campaign is mainly focusing on what the target audience wants to buy or is likely to interact with on social media. Post #1 lays out the contest rules and winnings and in order to get a lot of entries I made the post into a paid post to run for about a

week with interests specifically designed to reach the target audience. The mini giveaway posts (posts #3, 5, & 8) I decided to get entrants to use other social media platforms to enter, so that, if any of the target audience is not reached through Facebook or Instagram, the giveaway would still have reach through the consumers. Posts #4, 7, & 9 are targeted at specific consumers like the yoga moms, the outdoorsman, students, and travelers. Finally, post #6 is a video that gives consumers and insight to what Buhi Co is all about. It lets viewers connect with the people behind the brand and that has shown to largely generate revenue.

Generic Post Information:

All posts will be sized as they are shown in this plan with resolutions of 1080 pixels. All posts shown on the plan will also be posted to Facebook.

Promote, monitor, engage, and adjust

The campaign will be promoted through paid/sponsored posts on both Instagram and Facebook. Each paid posts includes specific audience interests to target Buhi’s consumers. The campaign will be monitored daily based on how many entries the contest receives & how many people are viewing and interacting with posts. If the projected revenue is not performing, the marketing team will evaluate which posts are doing well and which are not to adjust posts for the future.

Post campaign

After the campaign, engagement, revenue, social media following, and conversions would be evaluated. If the ROI is equal to or above the projected amount of $14,359 the campaign would be considered a success.

Works Cited

1. “Social Media Audit - Stukent.com.” Stukent, https://mimiccdn.stukent.com/pdfassets/BuhiSocialMediaAudit.pdf

2. “Bag Market Advertising Trends and Best Practices - Stukent.com.” Stukent, https://mimiccdn.stukent.com/pdfassets/ReynoldsSoicalMedialMarketResearchReport.pdf.

3. “Get to Know Your Market - Stukent.com.” Stukent, https://mimicapp.stukent.com/marketing/social/CC-9C65B9

4. “Social Media Summary - Stukent.com.” Stukent, https://mimicapp.stukent.com/marketing/social/CC-9C65B9

5. “Products- Stukent.com.” Stukent, https://mimicapp.stukent.com/marketing/social/CC9C65B9

6. “B&H Photo and Video”- BH, https://www.bhphotovideo.com/c/product/1346735REG/canon_eos_6d_mark_ii.html/?ap=y&ap=y&smp=y&smp=y&lsft=BI%3A514&gcli d=Cj0KCQjwmuiTBhDoARIsAPiv6L9rSxGgaDqsCZPfaBo9N2JgaubWAOKsvzF77dxz htNWmS3n5Jh8nioaAgv7EALw_wcB

7. “Canva,” https://www.canva.com