Overview
Hide Assignment InformationInstructions
Goal of exercise: Fortune 500 is the definitive list of America’s largest companies, ranked by revenue. These companies have the budgets to do incredible and competitive marketing. For this assignment, you will choose a company from the Fortune 500 list. You must ensure this brand is active on at least 2 social platforms, and that they are running ads (see Ad Library)
Due: April 16, 2024
Instructions:
Research the brand. Review their website and digital platforms, including:
Social channels
Meta Ad Library (linked above)
Search Ads (search for the brand and see if they come up for brand searches, non-brand (by searching relevant keywords), and Shopping ads)
Display Ads (sign up for a free account with SimilarWeb)
SEO (sign up for a free account with SEMrush or a similar platform)
Email marketing (sign up for their email)
Analyze their digital presence and look for the principles we have learned so far in class at play
Create a slide deck that includes the following. Each item below should be 1-2 slides, with a mix of visuals and text. Text can be paragraphs and/or bullets.
Introduce the brand you selected. Explain their history, success, and position in their industry (10 points)
Explain what platforms the are active on and what their activity is like on those platforms (20 points)
Who might their target audiences be? Give at least 3 examples each of potential customer segments based on the lesson on the 5 types of customer segmentations. (15 points)
List out and describe at least 3-6 common themes of their content. These will be recurring themes that you see across their content. Think back to the in-class exercise in week 5 (20 points)
Give at least 3 examples of organic content (blogs, social posts, emails, etc.) that you think are great and explain why (15 points)
Give at least 3 examples of paid content (social ads, search ads, display ads, etc.) you think are great and explain why (15 points)
Describe their influencer/creator/UGC strategy. Who are they working with? How do they align with the brand and their audience? (10 points)
Explain how they interact and engage with people on social media, whether through comments or sharing content. Show examples. What does that tell you about their relationships to their customers? (15 points)
What could you recommend that they do differently or better? Describe at least 2 things that they could evolve for today’s consumers (20 points)
References throughout to class materials (lectures, book, articles) and works cited (10 points.