As part of the formal assessment for the programmeyou are required to submit aStrategic Social Media Audit and Campaign Plan.Please refer to your Student Handbook for full details of the programme...

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As part of the formal assessment for the programme


you are required to submit a







Strategic Social Media Audit and Campaign Plan

.




Please refer to your Student Handbook for full details of the programme assessment




scheme and general information on preparing and submitting assignments.







Learning Outcomes:





After completing the module, you should be able to:




1. Critically analyse the business and marketing environment using a range of




analytical approaches and evaluative techniques.




2. Explore the impact of social media marketing on marketing communications and




advertising at an advanced level with underpinning research.




3. Design an advanced marketing plan, supported by wider literature and theoretical




frameworks to demonstrate an understanding of social media marketing tools and




techniques to generate effective advertising.




4. Analyse and assess the most effective and innovative social media tools to ensure




an organisation’s long-term survival.




5. (GA) Effective Communication. Effectively communicate both, verbally and in




writing, using a range of media widely used in relevant professional context. Be




IT, digitally and information literate.







Assignment Task








Working as a social media marketing consultant, you have been asked by the








client organisation to produce a social media audit and a strategic social








media campaign plan to drive brand awareness and grow sales.





Further information about the client organisation will be provided through a




supporting client brief during the module.







Social media audit and a campaign plan – (report format)





This should include:







Background context











Outline the background context, including some introductory information on the organisation




and the industry in which it operates.




• Critically evaluate wider social media marketing trends within the industry itself.










Note:


Two social media marketing trends must be presented and justified with supporting




evidence in class (for BL) and on the class forum (for DL) in week 4 of this module. More than




two trends should be evident in your final assessment.







Social media audit – Inventory











Check which platforms are being used currently










Check how often they are being used and for what types of activities?







Social media audit - Current performance analysis











Assess the performance of each social media channel used.










Determine what has been working well and where the organisation is falling short.










Check engagement metrics (followers, likes, shares, retweets, responses) from the social




media channels.


Critically evaluate the effectiveness of the organisation’s content strategy and reflect on how it




is contributing to its current performance.










You may also consider the activities of competitors and what can be learned from their use of




social media.







Campaign Plan - Opportunities for improvement











Summarize your key findings from the audit.










Outline your recommendations for improving the brand’s social media performance and




achieving your client’s goals.










Outline the specifics around how you intend to carry out your social media campaign.










You must include a 2-week content calendar for the social media channels.










You may also consider the role of brand ambassadors and influencers in amplifying your




message/s.










What other activities do you suggest your client to undertake in order to maximise results with




limited budgets?







References







Marks for references will be embedded within the sections above. References




across different sources are expected with quality, range, and extensiveness being key factors




for success in this area. References should also include datasets (indexes, statistics, industry




reports etc). The currency of the data (how recent is the data) and the triangulation of




references (cross referencing data to add further justification to points) are critical.














Clients Brief: The Midlands Hurricanes




The Midlands Hurricanes Rugby League Football Club (RLFC) is located in the UK’s second city of Birmingham. The




Hurricanes play in the Rugby Football League's Betfred League One division, which is situated immediately below the




Betfred Championship and Betfred Super League.




Before changing their name to the Hurricanes, the team was known as the Coventry Bears, and been pioneering the sport




of rugby league in the West Midlands for many years as a highly successful amateur and semi-professional team. Their




major honours include winning the National League 3 title in 2004 and the Rugby League Conference in 2002.




The Hurricanes' mission is to unite the rugby league community while expanding the club. You can find out more about the







club

HERE


https://midlandshurricanes.com/




What is Rugby League?




Rugby league is one of two major codes (styles) of rugby football (with the other being rugby union). It is a full-contact




sport that is played by teams of thirteen players and originated in 1895 in Yorkshire England. The then Northern Rugby




Football Union (for rugby league) gradually altered the game's rules from the Rugby Football Union (RFU) in order to create




a faster and more entertaining match that would attract spectators, who provided revenue for the organisation and its




members.




Current Situation




Rugby league has a large following in northern parts of England, as that is where the game originated and has the largest




number of clubs. However, the game is steadily growing in other parts of the country as well. In the Midlands, part of that




growth has been down to clubs such as the Hurricanes.




Due to the club’s relocation and rebranding from Coventry Bears it has had to build a fanbase from scratch, trying to




introduce the sport of rugby league to those who may not be previously familiar with it. The opportunity the club saw was




to try and convince supporters of Birmingham and wider Midlands sports clubs such as football fans, rugby union fans,




cricket fans etc. that rugby league was an entertaining option to get their sports fix.




Before in Coventry they usually had 400-500 people, attended games, now just 140-150.




Although they have made great progress with this, there is still considerable room for improvement as they would like to




drive their overall brand awareness and grow ticket sales for matches. They see social media as being a key driver in




achieving this.




There are other teams in League One that are located outside northern England and have followed a similar path such as




North Wales Crusaders-https://www.nwcrusaders.co.uk/


and

Cornwall- https://cornwallrlfc.co.uk/.





Requirements




The club requires the development of a social media audit and campaign plan to drive overall brand awareness and grow




match ticket sales. For further information about the exact requirements for the audit and campaign plan please see the




assessment brief.




Budget




The club has limited resources for marketing and as such most of the social media work and overall marketing




communication is carried out by a part-time employee. Much of the marketing budget is taken up by the wages of this




employee.




Whilst the social media audit and campaign plan should focus upon recommendations that are free, paid suggestions can




be included, however the benefit of these must be fully explained.

Answered 1 days AfterJul 12, 2024

Answer To: As part of the formal assessment for the programmeyou are required to submit aStrategic Social...

Shubham answered on Jul 14 2024
7 Votes
Background Context
The Midlands Hurricanes Rugby League Football Club is based in Birmingham, UK. It was known as Coventry Bears and the club has history of achieving success as amateur and semi-prof
essional team. This includes winning National League 3 title in 2004 and Rugby League Conference in 2002. The mission of club is to unite rugby league community and expand presence in region. In sports industry, social media marketing has been an important part for engaging fans, driving brand awareness and increasing ticket sales. Trends includes use of creating interactive content like live streams, behind-the-scenes footage and fan polls. User-generated content along with collaboration with influencers and personalized marketing campaigns are also important. It can get benefitted from trends by reaching diverse audiences and this will help in converting casual sports fans in dedicated supporters.
Social Media Audit – Inventory
1. Platforms Used:
· Facebook: Keeping update of match announcements, player profiles, event promotions and fan interactions.
· Twitter: Providing live match updates, quick news bites, fan engagement and retweets of rugby league content.
· Instagram: Focus on visual content like match day photos, player highlights and behind-the-scenes footage (Shawky et al. 2019).
· YouTube: Use video content including match highlights, player interviews, and promotional videos.
· LinkedIn: Use for business-related updates, sponsorship announcements and professional networking.
2. Frequency and Types of Activities:
· Facebook: Several times a week, this will cover activities including match previews, post-match reports, community events and fan polls.
· Twitter: Daily, Post on match days for live updates, score tracking and real-time fan interaction.
· Instagram: Several times a week, Include engaging visual content like action shots, player moments and fan features.
· YouTube: Weekly update, longer video including full match replays, highlights...
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