Local Business Social Media Marketing Campaign
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Local Business Social Media Marketing Campaign

Grade 11Other5 days
In the 'Local Business Social Media Marketing Campaign' project, 11th-grade students collaboratively design and execute a marketing campaign for a local business using social media platforms. Throughout the project, students engage in market research, target audience analysis, and content creation while considering ethical standards. By analyzing campaign performance with digital tools, students learn to measure success and refine their strategies for effective digital marketing.
Social Media MarketingCollaborative DesignTarget AudienceEthical StandardsCampaign AnalyticsContent Creation
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Inquiry Framework

Question Framework

Driving Question

The overarching question that guides the entire project.How can we collaboratively design and execute a social media marketing campaign for a local business that effectively engages the target audience, adheres to ethical standards, and measures success?

Essential Questions

Supporting questions that break down major concepts.
  • What are the key components of an effective social media marketing campaign?
  • How can we identify and understand the target audience for a local business?
  • What strategies can be used to create engaging and relevant content for social media platforms?
  • How can we measure the success of a social media marketing campaign?
  • What ethical considerations should be taken into account when conducting a marketing campaign on social media?

Standards & Learning Goals

Learning Goals

By the end of this project, students will be able to:
  • Students will learn to design and execute a comprehensive social media marketing campaign that engages a target audience.
  • Students will identify and evaluate the key components and strategies of effective social media marketing.
  • Students will analyze and define the target audience for a local business, utilizing market research techniques.
  • Students will create engaging content tailored to various social media platforms, considering ethical standards.
  • Students will measure the success of their marketing campaign using analytics and feedback.

Common Core Standards

CCSS.ELA-LITERACY.SL.11-12.4
Primary
Present information, findings, and supporting evidence, conveying a clear and distinct perspective, such that listeners can follow the line of reasoning, alternative or opposing perspectives are addressed, and the organization, development, substance, and style are appropriate to purpose, audience, and task.Reason: Students will need to present their marketing campaign ideas and results to the local business and possibly peers for feedback.
CCSS.ELA-LITERACY.W.11-12.7
Primary
Conduct short as well as more sustained research projects to answer a question (including a self-generated question) or solve a problem; narrow or broaden the inquiry when appropriate; synthesize multiple sources on the subject, demonstrating understanding of the subject under investigation.Reason: Students will conduct research to understand the local business, its audience, and how to design a campaign that meets their needs.
CCSS.ELA-LITERACY.W.11-12.6
Primary
Use technology, including the Internet, to produce, publish, and update individual or shared writing products in response to ongoing feedback, including new arguments or information.Reason: Students will use social media platforms and digital tools to develop and refine their marketing content.
CCSS.ELA-LITERACY.W.11-12.1
Secondary
Write arguments to support claims in an analysis of substantive topics or texts, using valid reasoning and relevant and sufficient evidence.Reason: Students will need to craft persuasive messages for the campaign that effectively communicate the desired message of the local business.

Entry Events

Events that will be used to introduce the project to students

Mystery Unboxing Event

Have the local business send mystery boxes to the classroom with products they want feedback on. Students will be excited to open them and immediately start thinking about what draws their attention and how they can creatively market these items, providing a direct connection to their own experiences with social media and product promotion.
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Portfolio Activities

Portfolio Activities

These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.
Activity 1

Target Audience Detective

Students will research and define the target market for the local business, using data analysis and demographic research. This activity lays the groundwork for creating focused and effective marketing strategies.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Conduct initial research on the local business to understand its products or services.
2. Identify the key demographics that would be interested in the business's offerings (e.g., age, gender, income level).
3. Gather data from online tools, surveys, or interviews to determine customer preferences and behaviors.
4. Create a persona profile representing the target audience based on collected data.

Final Product

What students will submit as the final product of the activityA detailed target audience profile including demographic data, customer preferences, and behavioral insights.

Alignment

How this activity aligns with the learning objectives & standardsAligns with CCSS.ELA-LITERACY.W.11-12.7, focused on conducting research to understand the business and its audience.
Activity 2

Content Creation Lab

Students will develop engaging social media content tailored to the identified target audience, considering platform-specific formats and ethical norms. This exercise builds creative and technical skills essential for digital marketing.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Review the target audience profile created in the previous activity.
2. Select appropriate social media platforms based on where the target audience is most active.
3. Develop a variety of content types (e.g., text, image, video) suitable for the chosen platforms.
4. Apply ethical considerations when creating and curating content.
5. Use digital tools to design and refine content.

Final Product

What students will submit as the final product of the activityA portfolio of social media content pieces ready to be posted, aligned to the preferences and interests of the target audience.

Alignment

How this activity aligns with the learning objectives & standardsAligns with CCSS.ELA-LITERACY.W.11-12.6, utilizing technology and digital tools to develop and refine content.
Activity 3

Persuasive Message Workshop

Students will focus on crafting persuasive messages to accompany their content, refining their ability to communicate the intended marketing message effectively.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Analyze successful social media campaigns to identify elements of persuasive messaging.
2. Draft persuasive messages that align with the marketing goals and the audience profile.
3. Receive and incorporate feedback on drafts from peers and instructors.
4. Revise messages to enhance clarity, persuasiveness, and alignment with the campaign goals.

Final Product

What students will submit as the final product of the activityA set of refined, persuasive messages that accompany each content piece, tailored to resonate with the audience.

Alignment

How this activity aligns with the learning objectives & standardsAligns with CCSS.ELA-LITERACY.W.11-12.1, focusing on crafting persuasive arguments in the marketing context.
Activity 4

Analytics & Feedback Forum

In this activity, students learn to measure and analyze the outcomes of their social media marketing efforts, using analytical tools to reflect on success and areas for improvement.

Steps

Here is some basic scaffolding to help students complete the activity.
1. Post the developed content pieces and persuasive messages on the selected social media platforms.
2. Use analytical tools (e.g., engagement metrics, reach, conversion rates) to gather data on campaign performance.
3. Collect additional feedback from peers, instructors, and potentially the local business owner.
4. Analyze the data to assess the success of the campaign in meeting its goals.
5. Identify strengths and areas for improvement in future campaigns.

Final Product

What students will submit as the final product of the activityA comprehensive report detailing campaign performance, insights on effectiveness, and recommendations for future strategies.

Alignment

How this activity aligns with the learning objectives & standardsAligns with CCSS.ELA-LITERACY.SL.11-12.4, focusing on presenting findings and supporting evidence in a clear and effective manner.
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Rubric & Reflection

Portfolio Rubric

Grading criteria for assessing the overall project portfolio

Social Media Marketing Campaign Rubric

Category 1

Research and Audience Analysis

Assessment of students' research skills and their ability to analyze and define the target audience effectively.
Criterion 1

Initial Research

Evaluates students' ability to conduct thorough and relevant research on the local business and its context.

Exemplary
4 Points

Conducts thorough and comprehensive research with clear insights into the business context.

Proficient
3 Points

Conducts thorough research that identifies key insights about the business.

Developing
2 Points

Conducts basic research with partial insights into the business context.

Beginning
1 Points

Conducts minimal research with vague or irrelevant findings.

Criterion 2

Target Audience Profile

Evaluates the students' ability to accurately define and profile the target audience.

Exemplary
4 Points

Creates a detailed and insightful target audience profile supported by substantial data.

Proficient
3 Points

Creates a clear and well-supported target audience profile with relevant data.

Developing
2 Points

Creates a basic profile with limited supporting data.

Beginning
1 Points

Creates an underdeveloped profile with little or no data support.

Category 2

Content Creation and Ethical Consideration

Assessment of students' ability to create engaging and appropriate social media content, considering ethical norms.
Criterion 1

Content Diversity and Relevance

Evaluates the range and appropriateness of content created for the campaign.

Exemplary
4 Points

Develops a diverse and highly relevant array of content that meets campaign objectives.

Proficient
3 Points

Develops relevant content that adequately meets campaign goals.

Developing
2 Points

Creates content with varying degrees of relevance.

Beginning
1 Points

Produces content with little relevance to campaign goals.

Criterion 2

Ethical Considerations

Evaluates the ethical sensitivity and application in content creation.

Exemplary
4 Points

Consistently applies ethical standards, showing keen awareness in all content.

Proficient
3 Points

Applies ethical standards in most content, showing good awareness.

Developing
2 Points

Shows limited ethical consideration in content creation.

Beginning
1 Points

Neglects ethical considerations, showing minimal awareness.

Category 3

Persuasive Communication

Assessment of students' ability to craft persuasive messages effectively aligned with campaign goals.
Criterion 1

Persuasive Messaging

Evaluates effectiveness in conveying persuasive messages across social media channels.

Exemplary
4 Points

Crafts highly persuasive messages that are clear, compelling, and well-aligned with goals.

Proficient
3 Points

Develops persuasive messages that clearly align with campaign goals.

Developing
2 Points

Creates messages with basic persuasive elements and partial alignment.

Beginning
1 Points

Creates unclear or non-persuasive messages lacking alignment.

Category 4

Data Analysis and Reflection

Assessment of students' ability to use analytics tools for performance evaluation and reflective practice.
Criterion 1

Data Collection and Analysis

Evaluates use of analytical tools to gather and interpret campaign data.

Exemplary
4 Points

Uses analytical tools adeptly to gather, interpret, and present data-driven insights.

Proficient
3 Points

Effectively uses analytical tools to derive meaningful insights.

Developing
2 Points

Uses some analytical tools with limited insight derivation.

Beginning
1 Points

Struggles to use analytical tools effectively, gathering limited insights.

Reflection Prompts

End-of-project reflection questions to get students to think about their learning
Question 1

Reflect on the overall process of designing and executing a social media marketing campaign for a local business. What were the most significant learning experiences for you?

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Question 2

How effectively do you think your campaign engaged the target audience?

Scale
Required
Question 3

What was the most challenging aspect of creating content for social media platforms, and how did you overcome this challenge?

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Question 4

Which strategies would you apply again in the future for a successful marketing campaign, and why?

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Optional
Question 5

Discuss how ethical considerations shaped your content creation process. How did you ensure your campaign adhered to ethical standards?

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Question 6

Rate your ability to analyze and measure the success of your campaign using analytical tools.

Scale
Optional