Introduction
This blog post aims to develop a promotional social media campaign for the Steel City Clean Up picture book. As the target audience for promotion is mainly adults and educational institutions, platforms such as Instagram and Facebook will be effective places for online promotion. These platforms will allow me to reach a wider audience and engage with potential readers through visually appealing content and targeted advertising. Additionally to Instagram and Facebook, platforms like Twitter and LinkedIn could also be used to reach out to educational institutions. It is essential to consider where my target audiences spend the majority of their online time to be able to tailor the campaign strategy accordingly.
Market Research
As Kantar states, ‘Marketing research is a critical tool that businesses and organisations can use to gather valuable information about their target market and industry. By conducting research, businesses can gain insights into customer needs and behaviour, stay competitive, make informed decisions, manage risk, and measure success.’ (Kantar, 2023). Conducting market research plays and important role in shaping the success of the social media campaign. By conducting research I will gain an insight into how customers use social media to make purchases. Having an insight into online behaviour, needs and preferences I will be able to create an engaging campaign, which will entice people to purchase The Steel City Clean Up for their children to enjoy.
Nosycrow Instagram Campaign
Below are screenshots of The Nosycrow Instagram page, serving as an example of how I could effectively use the platform for promoting my own social media campaign centered around Broomhall Books and The Steel City Clean Up. Instagram provides the user versatile tools such as story uploads, image carousels, reels and interactive elements, all of which I can utilize to engage with my audience in a creative way. Moreover, the platforms hashtag functionality enables further reach amongst audiences. By incorporating these elements into my Instagram campaign, I will effectively capture the attention and foster engagement of my target audience. Additionally, actively engaging with users through direct message and comments will play a vital role in cultivating a sense of community and trust surrounding the campaigns goals.
Harper Collins Children’s books Facebook Campaign
Below are screenshots of the Harper Collins Children’s Book Facebook page. Similar to how I could utilise Instagram to engage with the target audience for Broomhall Books and The Steel City Clean Up, Facebook offers a similar range of interactive elements I could use as promotional tools. Furthermore, I am also able to use direct messaging and commenting to create a wider sense of community and trust.
While Instagram and Facebook share similarities as social media platforms, their user demographics differ slightly. Facebook tends to attract a larger audience of older users, while Instagram has a higher percentage of younger users. Using both platforms for my campaign will enable me to reach a broader audience across differing age groups. Therefore, ensuring a maximum reach and exposure for campaign engagement, resulting in a larger community and more book sales.
The statistics to support this can be seen in the image below.
Waterstones Email Campaign
Email marketing is a powerful tool for engaging with my audience and driving campaign results. To effectively utilise email marketing, I will design a welcome email that will be sent out to all new users that sign up for an account at www.broomhallbook.com. Producing personalised content such as newsletters, special offers and exclusive updates will aid in enticing the users to engage with the website. Additionally, incorporating clear call-to-actions (CTA) I will guide users towards desired actions, whether that is to make an online purchase, sharing the campaign with friends or signing up for community events.
Social Media Campaign Development
Initial Ideas
The initial ideas below are examples of different marketing campaigns I could develop to promote The Steel City Clean Up and Broomhall Books.
Community engagement events – Tree planting, recycling workshop or litter pick.
Book launch party – virtual party, in person party, book signing event, story time event.
Behind the scenes – Share videos of behind the scenes illustrating the book, reels.
Competitions – Launch a competition for children to make something crafty out of household recycled materials. Prizes.Create your own environmentally conscious hero character competition.
Posts – Character profile posts, fun facts, introductions, behind the scenes.
I have decided to develop a marketing campaign to promote Broomhall Books and The Steel City Clean Up. The campaign will be a competition, with the aim of inspiring parents and children to partake in a design your own eco-warrior game, which is in keeping with the theme of the book. This competition will be communicated through Instagram, and Facebook. The winner will receive a copy of The Steel City Clean Up.
Marketing Campaign
Instagram Carousel Campaign
Facebook Post Campaign
References
Buy books, stationery and gifts, online and in store | waterstones (no date) Waterstones. Available at: https://www.waterstones.com/ (Accessed: 29 April 2024).
Kantar (2023) 5 reasons why marketing research is important to your business, Kantar. Available at: https://www.kantar.com/inspiration/research-services/why-marketing-research-is-important-pf#:~:text=research%20with%20Kantar-,Marketing%20research%20is%20a%20critical%20tool%20that%20businesses%20and%20organisations,manage%20risk%2C%20and%20measure%20success. (Accessed: 24 April 2024).
Unlimited stock videos, music, Photos & Graphics (no date) Envato Elements. Available at: https://elements.envato.com/ (Accessed: 16 May 2024).
Nosycrow (no date) Nosycrow , Login • instagram. Available at: https://www.instagram.com/nosycrow/ (Accessed: 29 April 2024).
Zote, J. (2024) Social media demographics to inform your 2024 strategy, Sprout Social. Available at: https://sproutsocial.com/insights/new-social-media-demographics/ (Accessed: 29 April 2024).