need help with a proposal question
Milestone Two Guidelines and Rubric.html
Overview
In this assignment, you will use your selected scenario, analyzed data, evaluated landscape, and instructor feedback from Milestone One—as well as the knowledge and skills you learned about goal setting, platforms, and effective content development—to finish developing the Social Media Strategy Proposal section of your course project.
Scenario
Continue to use the target audience below that you selected in Milestone One.
Campus Students: Promote a bake sale being hosted by the student union during the last week of the winter term in December. The baked goods will be donated by the school’s dining staff and local bakeries with all proceeds going to St. Jude’s. The hope is to raise at least $3,000 with this fundraiser.
When analyzing this target audience, think broadly about typical campus college students, who are usually aged 18 to 22 and are actively seeking a degree.
Campus Faculty/Staff: Promote a weeklong fundraiser selling chocolate assortments, purchased by the Business department, to sell to faculty and staff from a local chocolatier just in time for the winter holidays. All proceeds will be donated to St. Jude’s. The hope is to raise at least $2,000 with this fundraiser.
When analyzing this target audience, think broadly about typical campus faculty and staff. Typical faculty and staff members have at least one degree and live near where they work, which in this case would be Manchester, New Hampshire.
Alumni: Promote a black-tie event being held by the alumni association for MBA alumni. The event will be held on December 20 with all proceeds from ticket sales going to St. Jude’s. The dinner will be hosted at the school, with students running ticket sales and a silent auction, and the culinary department will be cooking and serving a five-course meal. The hope is to raise at least $10,000 from this fundraiser.
When analyzing this target audience, narrow your data to individuals with a graduate degree who are at least thirty years old and make at least $80,000 per year.
Prompt
For this milestone, you will develop the “Proposal Creation” portion of the Social Media Strategy Proposal section of your course project.
Specifically, you must address the following rubric criteria:
Proposal Creation: Now that you have gathered and analyzed the necessary qualitative and quantitative data, create a brief proposal for a social media strategy. The proposal should be informed by the creation of two SMART goals that can guide your social media strategy, as well as three social media platforms that will be used to achieve your SMART goals.
SMART Goals: Create social media strategy goals that can be used to guide the new social media strategy’s development, assess its success, and incorporate all SMART goal criteria.
Platform Selection: Select appropriate social media platforms that will be used to achieve your SMART goals and justify your selections with evidence from the Data Analysis portion of your social media strategy proposal.
Frequency: Recommend the ideal frequency for social media posts for a two-week time span and explain why it is appropriate based on your target audience, event, and landscape.
Tone and Personality: Describe the tone and personality that should be incorporated into the content for your social media posts based on your target audience, event, and selected platforms. Use evidence from the course resources or the web to support your response.
Key Performance Indicator Alignment: Explain how your proposal will address key performance indicators identified in your SMART goals, using evidence from course resources and the web to support your explanations.
Guidelines for Submission
Submit this assignment as a 750- to 1,000-word Word document. Include the “Data Analysis” and “Evaluating the Landscape” portions of the social media strategy proposal from Milestone One as well as the new “Proposal Creation” portion from this milestone. Use headings to label each portion of the proposal.
Sources should be cited according to APA style. It is highly recommended that you incorporate instructor feedback from Milestone One before submitting this assignment.
Milestone Two Rubric
Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
SMART Goals Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Creates social media strategy goals that can be used to guide the new social media strategy’s development, assess its success, and incorporate all SMART goal criteria Shows progress toward proficiency, but with errors or omissions; areas for improvement may include more clearly incorporating SMART goal criteria and/or aligning created goals to the selected scenario Does not attempt criterion 10
Platform Selection Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Selects appropriate social media platforms that can be used to achieve created SMART goals and justifies selections with supporting evidence Shows progress toward proficiency, but with errors or omissions; areas for improvement may include selecting more appropriately aligned platforms and/or supporting selections with more relevant evidence Does not attempt criterion 20
Frequency Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Recommends the ideal frequency for social media posts for a two-week time span and explains why it is appropriate based on the identified target audience, selected event, and described landscape Shows progress toward proficiency, but with errors or omissions; areas for improvement may include recommending a more appropriate posting frequency based on the identified target audience, selected event, and described landscape and/or strengthening explanations to include more detail and relevant evidence Does not attempt criterion 20
Tone and Personality Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Describes the tone and personality that should be incorporated into the content for social media posts based on the identified target audience, selected event, and selected platforms, using supporting evidence Shows progress toward proficiency, but with errors or omissions; areas for improvement may include incorporating more relevant evidence to support the effectiveness of the described tone and personality, identified target audience, selected event, or selected platforms Does not attempt criterion 20
Key Performance Indicator Alignment] Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Explains how the proposal will address key performance indicators identified in the created SMART goals, using evidence from the course resources and the web to support the explanations Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying more appropriate key performance indicators based on the created SMART goals and/or incorporating more relevant supporting evidence Does not attempt criterion 15
Articulation of Response Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purpose Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, negatively impacting readability Submission has critical errors in grammar, sentence structure, and spelling, preventing understanding of ideas 5
Citations and Attributions Uses citations for ideas requiring attribution, with few or no minor errors Uses citations for ideas requiring attribution, with consistent minor errors Uses citations for ideas requiring attribution, with major errors Does not use citations for ideas requiring attribution 10
Total: 100%
5
Hillary Houston
Data Analysis
The university has students between 18 and 23; this will be the main target for the sales fundraiser program. The campaign targets this group because over 90% of the population uses social media. This population is diverse because it consists of males and females from various races interested in the program. A vast majority of this population comes from New Hampshire and the England region; however, we also have other students from other parts of the country. The background diversity also makes them suitable for the sales adverts.
Those targeted by these fundraiser adverts are on the campus pursuing their degree in various fields; hence reaching them will be easy because they stay within the university surroundings. Most of them are not income earners, and they depend on their parents for the university upkeep money. They also have various values that make them suitable for the fundraiser; a good number believes in helping the needy. Most are driven by the desire to make a better society through collective responsibility and helping one another. This group also uses various social media platforms, with the most common platforms being WhatsApp, Facebook, Instagram, Snapchat, Twitter, Telegram, and Linked In.
Evaluating the Landscape
SWOT Analysis
Strength
They are the largest group to deal with, meaning the fundraise can capitalize on the numbers to get the desired target contributions. Since most are not income earners, the fundraiser can request them to contribute the least amount of money or make the baked goods affordable. Through the large numbers, their smaller contributions are likely to surpass the target
The population consists of students from different backgrounds meaning they have different values. This means a good number may have values committed to helping the society hence willingness to participate in the fundraiser (Saxton & Wang, 2014). The male and female populations are all represented; hence nobody is left out. This will eliminate any form of biases that may affect the fundraiser.
Nearly everyone within this target group has at least one social media account. Most have multiples; hence reaching out to them will not be a challenge. This makes communication easier.
Weakness
The main weakness is the lack of stable income. Most of this group are not income earners; hence they are limited on how much they can contribute towards the project.
Opportunity
Most of these people are social media activities; hence they can help in the fundraiser by spreading the information on their social media accounts and involving parents and other people out of New Hampshire University to contribute.
Current social media strategies
The university currently has Facebook and Instagram pages to communicate to society. However, these pages do not have many students who are the target population for this study. The main social media platform for the university to communicate to the students is through class group emails and other virtual platforms. The university also has Twitter accounts though not actively used, and the main following in the account is not the university students. This makes communications through the platform a challenge.
The target audience for specific platforms
This strategy recommends using all social media accounts to target the students. The information will be posted on class WhatsApp and Facebook groups. The information should also be sent to the class emails so that everyone can see it (Bhati & McDonnell, 2020). Besides, there is a need to request the most influential students on social media and ask them to share the information through their student following on various social media platforms such as Instagram, Facebook, and Snapchat.
Triggers and connection strategies
Social media can be a good connection platform when the message has features to resonate with the audience. To ensure the audience connects with the fundraiser sales, we will attach a picture of children needing medical care (Auter & Fine, 2018). We will also attach a message that can resonate with the audience and convince them to donate to the fundraiser.
References
Bhati, A., & McDonnell, D. (2020). Success in an online giving day: The role of social media in fundraising. Nonprofit and Voluntary Sector Quarterly, 49(1), 74-92.
Auter, Z. J., & Fine, J. A. (2018). Social media campaigning: Mobilization and fundraising on Facebook. Social Science Quarterly, 99(1), 185-200.
Saxton, G. D., & Wang, L. (2014). The social network effect: The determinants of giving through social media. Nonprofit and voluntary sector quarterly, 43(5), 850-868.
