COMSTRAT 563: Professional Digital Content Promotion
Summer 2017 – Washington State University – Professor Brett D. Atwood
Professional Digital Content Promotion is designed to apply writing, critical thinking and persuasion skills to the practice and promotion of PR and advertising, in both digital and social media outlets. As a class, we explored various digital promotion technologies, as well as use of emerging social media to study the ethical application in both advertising and PR.
Semester Project
Over the semester I created a fictional company and developed specified elements of a promotional campaign, which included social media press releases, web and social media-distributed multimedia content. I used this assignment to explore opening a business related to one of my favorite activities, boating.
Ever since I was a kid I’ve been fascinated by boats. A couple years ago, while on my honeymoon, my wife and I rented a boat and toured the Whitsunday Islands. While docked in a marina, I noticed a cleaning crew working on one of the permanently berthed mega-yachts. I thought, how cool would it be to own a company that did that.
My company is a fictional boat cleaning and maintenance company. The company, All Hands on Deck, provides one-time and recurring cleaning and maintenance services for boats of all sizes. This company is headquartered in Des Moines, WA near the marina, and service boats via their mobile service throughout the greater Seattle area.
Social Media Plan
I designed a social media plan with goals that are simple – increase customers, increase referrals, and build brand awareness. The primary objective of the social media marketing plan is to help achieve these business goals and take advantage of opportunities that present themselves. Specific social media goals are to:
- Establish social media channels that provide engaging and compelling content.
- Increase brand awareness within the greater Seattle area boat community.
- Use social media to increase traffic to our website and blog.
You can read the social media plan in its entirety, here.
Target Markets
All Hands on Deck will focus on three target markets in the greater Seattle boating community – luxury owners, middle income, and new owners. While these segments seem very different, there is considerable overlap in characteristics. Most are married men aged 35-65-years old and have relatively high incomes. Geographically, they are all within 50 miles of Seattle. Each target market will be communicated with in a similar way, but the service offerings will be tailored to their interests.
Website
All Hands on Deck’s website site was designed to provide prospective clients with information about service offerings, client testimonials, and an easy way to request quotes. A blog, which will be discussed next, was also included. The website was also launched SEO ready which means it has met all the suggested requirements by Wix.com to be found on search engines. As the social media strategy is implemented, it is anticipated search rankings will improve. The brand website is a cornerstone of our social media plan. All content will have the ultimate goal of driving traffic to the website.
Facebook Page
Facebook provides easy to use marketing and promotional tools for All Hands on Deck employees. This channel serves as the secondary outbound communication channel and will be used to promote the company blog, share updates, testimonials, completed projects, and key business information.
Twitter
A Twitter page was developed to share brief updates, promotions, and engage customers in real-time. Content from the blog and Facebook can be tailored for this channel to drive readers back to the website and blog.
Links
Explore all the channels in depth by following the links below.
Feedback: Please click here to review this work.
Bill Michie 