Case: Paradigm Shift Part 2 (Social Media Strategy)

Case Prompt: Decide where and when to run a video ad on social media to target future Paradigm
Shift interns.
Team #: Team Name: Section:

Part 1: Video Ad Social Media Strategy

List the following strategy elements for your video ad.
Platforms Trần-Sen
On which social media platform(s)
would you like to run the commercial
(and any specifics on where the ad
appears within the platform). Why?
Time of Year Tâm
When should your ad run during the
year? Why?
Indicate when you when you would
run the ads on the calendar on Part 2.
Time of Day/Week Thắng
What days and time of day should
your ad run? Why?
Indicate when you would run the ads
on the weekly calendar on Part 3.
1.Demographics:
-Age: 20
-Gender: all
-Education level: College student Gabby
2. Interests
Ad Targeting Options
-Bussiness and industry: Advertising, Bussiness, higher education,
Look at the page titled “ALL OF
management, marketing, online, sales.
FACEBOOK’S AD TARGETING
OPTIONS.” Assume these options are 3. Behaviour
available on your platform. List at -Digital activities: instagram, facebook, snapchat
least three options you would choose -Charitable donations
to effectively target your buyer
4. Connections
persona. Explain.
- People who like your page
-Friends of people who like your page
-Exclude people who like your page
5. Remarketing
- People who visit your website

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- Custom list of emails
- Custom list of Facebook user-IDs

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 Part 2: Annual Calendar
Highlight / Shade / Mark the times of year to run the ad
Month Sun Mon Tue Wed Thu Fri Sat
14 15 16 17 18 19 20
Jan
21 22 23 24 25 26 27
28 29 30 31 1 2 3
4 5 6 7 8 9 10
Feb 11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 1 2 3
4 5 6 7 8 9 10
Mar 11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
1 2 3 4 5 6 7
8 9 10 11 12 13 14
Apr 15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 1 2 3 4 5
6 7 8 9 10 11 12
May 13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31 1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
June
17 18 19 20 21 22 23
24 25 26 27 28 29 30
1 2 3 4 5 6 7
8 9 10 11 12 13 14
July 15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31 1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
Aug 19 20 21 22 23 24 25
26 27 28 29 30 31 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
Sept 16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
Oct 21 22 23 24 25 26 27
28 29 30 31 1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
Nov 18 19 20 21 22 23 24
25 26 27 28 29 30 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
Dec 16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31

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 Part 3: Weekly Calendar
Highlight / Shade / Mark the times throughout the day and week that you would like to run your ad.
Make any notes to clarify your strategy.
Time Sunday Monday Tuesday Wednesday Thursday Friday Saturday Notes
12am
1am
2am
3am
4am
5am
6am
7am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
NOTES

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