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EveryDay Campaign Overview: A Comprehensive E-Portfolio by Marquis Mahoney

This E-Portfolio outlines the EveryDay Campaign led by Marquis Mahoney, focused on driving enrollment and acquisition through four key elements: energizing the audience, engaging the core target, educating about the new EveryDay card, and increasing enrollment rates. The campaign utilizes a cross-channel approach, leveraging TV, print, social media, and digital platforms to maximize reach. Key performance indicators, including impressions, engagement rates, and video views, measure success, while analytics tools provide insights into platform performance and audience engagement strategies.

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EveryDay Campaign Overview: A Comprehensive E-Portfolio by Marquis Mahoney

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Presentation Transcript

  1. Final Project: E-Portfolio By: Marquis Mahoney

  2. Campaign Overview: EveryDay Campaign • Four Key Elements driving campaign • Energizing audience • Engaging core target • Educating audience about new EveryDay card • Increasing Enrollment and acquisition of card

  3. Four Element Highlights • Energize: Cross channel tactics for reaching audience • Educate: Increasing landing page visits, retargeting core audience via mobile and desktop platforms, on air mentions of contest. • Engage: Paid advertising through several social media platforms • Enroll: Increased application rate for new EveryDay card

  4. Reaching the Target Audience • Several mediums utilized to reach target audience • TV • Print • Out of Home • Display • Paid Social

  5. Key Performance Indicators (KPI’s) • Impressions • Engagements • Engagement Rate (ER%) • Clicks • Landings • Video Views • Video Completion Rate (VCR)

  6. High Impact Media Platforms • Facebook • Twitter • YouTube • Tumblr • Each Platform has specific metrics to measure.

  7. Types of Social content • Tina Fey series • Animation series • Contest • Card (Acquisition) • Mommy Bloggers • Other (content category that consist of organic only post for the EveryDay launch event)

  8. Display Platform Performance • Mobile (1st) • Tablet (2nd) • Desktop (3rd) • Connected TV (4th) • Measured by the Video completion rate

  9. Examples of Measured Content

  10. Software Analytics tools • Tweet Reach – Measures Twitter KPIs • Double Click – Social Listening measurement • People Pulse – Consumer insight tool • YouTube Analytics- Measures Brand’s YouTube performance • Shift – third party vendor which provides additional Twitter performance data • Instagram Analytics- provides metrics on Instagram platforms • Facebook Analytics- Measures Facebook KPIs

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