Develop a complete social strategy for the brand you have been working with all semester. This
can be one of the three companies, or one political candidate, that I have you at the beginning of
the semester OR a brand you chose to use for the prior assignments. IF you want to use a new
brand for your final project you MUST contact me to get permission.
In your social strategy I expect to find:
A brand definition that sums up what you WANT people to think of when they think of
your brand.
o For example: Target is a reasonably priced outlet for cutting edge design, fashion
and housewares. (In truth they NEVER use reasonably priced in their outwardly
facing material, but it is what they believe internally)
A customer/voter/client persona, which is WHO exactly you think is your target
audience. This must be narrowly defined. You must include an audience persona.
o For example Jet Blue (from Blogspot) JetBlue's buyer persona is the low budget
traveler that wants a comfortable yet affordable solution to flying. They are
typically a younger audience that likes to be reached through social media
channels and expects quick responses from the company. That audience comes
through in their marketing in the medium they use (Twitter, in this instance), the
words they use (flying like a boss), and even the name of the Twitter handle
(@JetBlueCheeps). Use the buyer persona from your target audience assignment. Make sure you are including psychographics as well as demographics.