Upon receiving the GOAL brief, I was unsure what approach should be taken. However, the small budget of €15,000 pointed me in the direction of a digital and social campaign. I had a few ideas and after sharing them with the group, they agreed with my thoughts on the creative. I assumed the role of project manager and took responsibility for pulling the assignment together through amending and proofing and designing the presentation. As I had prepared initial thoughts for the marketing campaign itself, the group was happy for me to populate that section.
Before we met to discuss the project, Neville had created a document in OneDrive and added information on the history of the GOAL mile, details for the external analysis and the hotel corporate partnership. Following discussion as a group we agreed a brief overview of the marketing strategy 2018 should be included alongside location and general event details.
We all began working on our respective sections in the same document. When Sunday rolled around, unfortunately we were not in a final draft situation. I had been working to amend and edit the document and became slightly anxious when examining the remaining workload. I contacted the group to advise we needed to put a lot of time into the assignment across the next two days to complete it.
The next day, Neville advised he had transferred the assignment to a new document losing all tracked changes and comments. I think this was a critical error for our assignment. It was difficult to compare between documents and ultimately things were missed in the transfer. The most critical of them being our SMART objectives. For this reason, I would like to outline my SMART objectives for the assignment below:
Google Search network ads
| Impressions per month | Click through rates per month | |
| Jan – June | 2,000 | 2% |
| July – December | 3,500 | 5% |
PR – influencers
- Secure local radio interviews for all influencers
- 1 – 2 articles in local press pre-event and post-event sharing event photos with influencer
- Journalist/media contact list compiled for use next year
e-cookbook Downloads: 350 Emails captured from download with location details + email list created
Social Media
| Channel | Target Audience | Current followers/subscribers | Target followers/subscribers | Average engagement | Target engagement |
| YouTube | Gen X | 665 | 1,000 | 63.2 views | 70 views |
| Mothers, dog owners & active individuals | 1,265 | 2,000 | 0.3 comments 25.2 likes | Average across 10 posts: 2 comments 30 likes | |
| Active individuals & Corporates | 8.288 | 9,000 | 1.3 retweets 5 likes | Average across 10 posts: 2.5 retweets 8 likes | |
| Corporates | Unknown | 10% increase | 19 likes 0.2 comments 0 shares | Averages per month: 25 likes 2 comment 1 share Overall: 50 new followers 80 unique visitors per month 3k post impressions per month |
Overall my learnings from this assignment were the importance of clear communication and timelines when working as part of a group. It is also critically important for the whole group to agree the fundamentals in approach and pursue this together. Without buy-in and equal effort from every person, a project will not be successful.
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