Assignment Task
TASK ONE
Based on the case given above, identify the key target audience/s that SLIM is planning to target and prepare a customer persona for each segment.
TASK TWO
In the current market, there is high competition for MBA programs. Based on the identified personas in Task 01, develop an effective social media strategy, clearly defining the relevant social media channels and activities needed to be leveraged for SLIM to achieve the set objectives.
TASK THREE
One of the key objectives of SLIM is to register at least 50 students for the first batch of the MBA in Marketing program. Prepare a Google search ad campaign clearly identifying relevant keywords.
TASK ONE
In this task, students need to develop a consumer persona/s for the identified key audience segment/s. The development of a comprehensive consumer persona will be helpful to identify the platforms your audience is engaging in and their digital behaviours and interests. To build a consumer persona, the best approach would be to have one-on-one interviews with the Target Group (TG). The findings you will get from these interviews will help you shape and validate your consumer persona. Also, you can look into other digital tools such as Facebook audience insights, to build your customer persona. Your customer persona needs to cover demographic, behavioural and interest data, about your customer. Also, you can include anything related to digital if you think that will give a value addition. There is no standard way of presenting the consumer persona, but you can develop your way of presenting it. Make sure to make your consumer persona visually appealing. Once you are done developing the customer persona, reflect on your work and evaluate if these personas are filled with suitable data that a marketer wants to see.
TASK TWO
Before preparing the social strategy, first, identify what social platforms you plan to have a presence on. There is no requirement to have a presence on all social platforms. Also, be mindful when selecting the platforms. You need to have a presence only on the platforms your target audience is present. The consumer personas you have prepared in Task one will come in handy to effectively identify the social platforms; once you have logically selected the platforms, you need to develop a creative campaign idea that you can execute on the chosen social platform/s. Students need to explain how the selected creative idea is executed in the chosen social media platform/s. To amplify the reach of your campaign, you can use paid media support, but it is not mandatory. Finally, you need to explain how you are going to measure the success of the campaign. In other words, students need to explain how they are going to validate if their social media efforts could achieve the required level of awareness for the MBA program among the target audience.
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