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Description

You have just been hired as a key member of the social media team for Westworld.

Westworld is a technologically advanced, Western-themed amusement park populated by synthetic androids dubbed “hosts.” Westworld caters to high-paying visitors dubbed “newcomers” (also known as “guests”), who can do whatever they wish within the park, without fear of retaliation from the hosts.

Westworld is a fully immersive experience for which guests can pay

up to

$40,000 per day to live in the Old West—complete with guns, saloons, horses, ranches, shoot-outs, you name it. The choose-your-adventure experience is heavily scripted with improvisational capabilities. Guests can simply stay in one spot and watch what unfolds around them, or they can decide to take part in one or more of the many optional storylines. The Westworld park is a real (and enormous) place designed meticulously to look like the Wild West of the late 1800s. Everything the hosts do is written into their narratives, but they have a wide variety of possible paths. Guests can interact with hosts at any given point during the day and trigger different possible storylines.

Due to some setbacks, Westworld is seeing a decline in guests and is looking to run a social media campaign to increase repeat visitation. Right now, they have approximately 60 guests per day in the park, 25 of whom are repeat. Ideally, they want to increase that number by 5, so that on any given day roughly half of the guests have been there before. (Note that is the business goal!)

Some things to note:

Visits are expensive, but Westworld offers multiple payment plan options and is interested in expanding those options.

The board is open to offering some kind of an incentive to repeat guests, as long as it’s discreet and doesn’t compromise Westworld’s exclusive allure.

Currently there is no membership plan in place, but the board is not against it.

PLEASE READ:

For those of you who are fans of the HBO show, there are no spoilers in the Midterm Project. However, you might come across spoilers if you do research, so be careful (if you care). You have enough information above to create a campaign, so no extra digging is necessary. Your assignment does not have to be based on the book or show; this is fictional. Use your imagination!

Your final deliverable should include three parts:

Part 1: Goals

This part of your strategy document should contain the following elements.

social media goals (3): You’ve met with all the stakeholders, reviewed the business needs, and come up with a plan of action that everyone has signed off on. How will you support that plan over social?

key performance indicators (3) and any additional metrics

Part 2: Campaign

overview: restate the problem you’re solving for

approach: how you will solve the problem

campaign description: what you will do to solve the problem

Part 3: Audience and Distribution

target audience: paragraph description, no need for individual personas

what social channel(s) will you run your campaign on and why

posting timeline and frequency: For example: This campaign will be posted on Facebook. We will post 2–3x per week in the month of November.

Note

Don’t just make this up. Do your research on posting best practices, if you didn’t take the course on social content.

Part 4: Creating Content

You will create mock posts using AdParlor or another program of your choosing. Create four post types; these posts can be single-platform or cross-platform depending on the strategy you outlined. Remember this is make-believe, so feel free to take things from the internet and repurpose them as created content. You are not expected to do a video or photo shoot, unless you really want to.

If you’re creating a content pillar campaign, remember to include what that substantive original content piece is (ShortStack might also come in handy).

Posts should show a variety of content: video, written, image, curated, articles, etc.

Reminders/Tips

Remember to be cohesive from start to finish. How does your social campaign support the business goals, and how will your content lead to the success of your campaign? How will you measure your campaign’s success?

You’ve come up with a social campaign that supports the business needs You’ve created goals for that campaign (what do you hope happens?)

You’ve identified KPIs for those goals (how will you know if what you hope to happen has happened?)

The point is not to get caught up in the minutiae. Go through and highlight the must-know information and work from there. You might also find it helpful to approach Westworld as a client who has enlisted your marketing/creative agency to help with this campaign. This kind of thinking is good practice for those of you who might go on to work for an agency. You’ll have to create campaigns with the information given to you by the client, and if it’s not enough information, then you have to research the information yourself.

Remember to use your imagination. Hung up on the $40K per day price tag? Then change your setting to the year 2050 when maybe that will be the equivalent of $5K today. Here’s what your instructor will be looking for:

  
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