We want students to help us develop a digital and social media marketing strategy and detailed tactical plan to grow and engage our target market. We’d like to know how we can maximize different social media channels and what will work best for us based on market segmentation and different audiences. Three specific deliverables.

(1) The first deliverable is a Strategic Go-To-Market Planning document that answers the following key strategic questions:

• What is the best way to promote our company and rapidly grow a user base and product adoption ?
• What social media channels are optimal for different audiences?
• How can we optimize organic social media posts to drive people to our website and app site and drive conversion?
• What budget is appropriate for paid social media advertising? ... and, on which social channels?.... what metrics are best to evaluate results?
• What messaging should we use for different audiences on each social channel?

(2) The second deliverable is a detailed and specific tactical implementation plan with critical success factors and key performance indicators of how to implement the strategic plan.

• Creative - Develop organic social media posts with audience and social channel specific messaging - text, graphic and video
• Creative - Develop paid social media ads with audience and social channel specific messaging - text, graphic and video
• 12-month calendar by week and social channel for organic social post
• 12-month calendar by week and social channel for paid social advertisement
• A/B testing methodology for organic social posts
• A/B testing methodology for paid social ads
• CSFs and KPIs for each organic social and paid social
• Best social media management tool to utilize

(3) The third deliverable is a SEO plan with keywords and metatags that will be used across our *.com website, our *.app progressive web app website and all social media posts, both organic and paid.