Family Name: HOWLADER Given Name(s): ARIF

Student ID: 10696876 Course:

Unit Code: CMM6510 Unit Name:

Tutor: Chris Mason Assessment Number/Title:

Social Media Strategy and Artefacts

Semester/Trimester and Year: Word Count: 1095

Review and Update of the Plan
I have received the feedback and have made significant modifications to the social media plan
for Cambridge Scouts. One element that required enhancement was the detailed persona of the
audience. Initially, the profile of prospective Scouts was somewhat deficient as it provided
limited insight into their psychological and social needs. Consequently, I expanded both the
psychographic profiles of parents and children.
The 2023 AIFS (Australian Institute of Family Studies) survey aims to acquire a comprehensive
understanding of the issues and priorities faced by Australian parents, particularly those with
children. The AIFS survey indicates that parents predominantly define family as a loving
relationship that provides unconditional support. This underscores the necessity to portray Scouts
as an organisation that embraces children by ensuring they feel safe, respected, and nurtured
(AIFS, 2023). Furthermore, this examination of Australian social media usage implies that
Facebook serves as a significant channel for parent engagement, as it is utilised by 78% of
Australians to stay informed about local events and community information.
Children aged between 8 to 12, a demographic that Scouting seeks to engage, exhibit a strong
motivation for adventure, fostering new friendships, and acquiring knowledge. Understanding
the motivations of both children and their parents is crucial for formulating messages that
resonate with both parties. These revisions have been implemented to enhance comprehension of
the target audience, thereby optimising the messaging and strategies employed (Budinski &
Gahan 2023).
Furthermore, the tutor indicated that it was essential for the team to acquire additional
information to substantiate the utilisation of the messages they opted to include in the strategy
concerning leadership, adventure, and community. To address this requirement and incorporate
this evidence into my decision-making process, I have conducted a comparison with research in
youth development, which suggests that specific interventions, such as outdoor adventure
programmes, significantly enhance children's self-esteem, confidence, and long-term social
relationships. This evidence now serves as the foundation from which the messaging has
evolved, thereby solidifying the groundwork for a much more robust campaign structure. In
addition, I have provided a rationale for the selection of platforms and elaborated on my intended
use of Instagram and Facebook, as I also consider these to be appropriate platforms for the target
audiences. I have also included engagement statistics and insights into audience preferences.
Outline the Methodology for Campaign Execution
The methodology employed in the implementation of the Cambridge Scouts social media
campaign will encompass both the rational approach, which is developed through evidence-
based actions, as well as a value-driven approach that emphasises defined values centred on the
love for children and their parents, community, and developmental leadership. The campaign
activations will showcase a synthesis of print and digital media, incorporating imagery posts
alongside video content and interactive themes designed to engage both parents and children.
The campaign aims to emphasise Facebook Reels, which serve as platforms for showcasing
moments captured in real time – such as hiking trips, camping, and various adventures that
constitute the regular activities of the Scouts (Ramshaw, 2024). Given that Instagram’s algorithm
currently favours video content, this presents an exceptional opportunity to experiment with
posting short, entertaining videos capable of evoking emotions and promoting sharing. The
Facebook posts will also contribute to building a community around the Scouts program,
affording parents the opportunity to share tips and tricks, discuss events, and exchange
information with other local families. This dual-platform approach highlights the critical
importance of creating visually engaging content and fosters the development of a targeted
community, despite its fictional nature.
The essence and quality of the content will be authentic and professional, addressing the tangible
benefits of the Scouts programme without adopting a sales-oriented approach, thereby avoiding
excessive commercialism. The messaging will emphasise values associated with personal
growth, collaboration, and social responsibility, which hold significance for both parents and
children. Storytelling will be incorporated into the campaign to demonstrate how Scouting
cultivates leadership and fosters community spirit among young individuals.
I will visually streamline all posts by employing a cohesive color scheme consisting of green
(representing nature), blue (symbolising adventure), and orange (denoting community) to
enhance brand establishment across each publication (Piktochart, 2024). These colours have
been meticulously chosen to encapsulate the values of the Scouts, thereby facilitating a unified
and coherent aesthetic throughout the campaign.
Instagram and Facebook have been identified as the two primary networks, following a
comprehensive one-year business demographic study. Instagram serves as an excellent platform
for visual content, effectively reaching younger parents aged 25 to 45 years old. In contrast,
Facebook facilitates the development of a sense of community, which is invaluable for
maintaining local family engagement. It is anticipated that responsible hosts with a similar ethos
will lead efforts on these two platforms in terms of promotion, community building, and live
engagement. This aligns precisely with the objectives of this campaign, and I will provide my
full support to their initiatives.
The frequency of postings will be developed based on the analytics of the respective platforms.
Daily Instagram Stories will be implemented to maintain high levels of engagement, while
weekly Facebook postings will ensure a consistent flow of content and opportunities for
community-building. Messages will be scheduled at optimal times when followers are most
likely to be active.
Regarding the engagement strategy, the campaign aims to encourage user-generated content by
soliciting parents to share their individual Scout adventures on social media using campaign-
specific hashtags, such as #ScoutsAdventure and #CommunityWithScouts. The objective is to
expand the campaign while fostering a sense of involvement among the target audience
(Ramshaw, 2024). Additionally, competitions and giveaways will be implemented to motivate
participation, with prizes including Scout uniforms and camping passes.

Develop Metrics for Success

The effectiveness of the social media campaign for Cambridge Scouts will be assessed using
specific, measurable Key Performance Indicators (KPIs) in each category, which include
enhancing engagement, expanding the community, and increasing sign-ups. These objectives
will be evaluated through both platform and third-party analytics, enabling us to monitor our
progress in real-time.
The Instagram metrics and the initial key performance indicator are Instagram engagement. The
objective is to achieve a 10% increase in Instagram story views and a 5% increase in likes and
comments per post during the initial three months. I will monitor this using Instagram Insights,
which provides such data points as post reach, engagement rates, and audience demographics.
This data will enable us to optimize this content continuously, ensuring it resonates with our
audience.
Another essential measure pertains to the growth of the Facebook group. Our objective is to
increase the Facebook group membership by 20% within the initial two months of proceedings.
We will monitor this growth through a Facebook analytics report, closely examining metrics
such as group size, engagement levels, and the success of event attendance. Additionally, the
participants will be evaluated based on their group participation, which will also encompass
aspects such as posting comments, sharing opinions, and engaging in discussions.
Another key indicator pertains to the conversion rates of social media advertisements for the
Scouts program, specifically targeting 50 new sign-ups. This metric will be monitored through
the implementation of conversion tracking pixels, such as the Facebook pixel or Google
Analytics, which will serve as a measure of the effectiveness of call-to-action click links and
paid advertisements in facilitating sign-ups.
In conjunction with these measurements, sentiment analysis will be employed to emphasise
negative aspects and potential issues related to the campaign. Additionally, the campaign will
utilise social listening tools to monitor occurrences of the campaign being referenced, allowing
for prompt responses to public relations crises. This approach aims to ensure that the campaign
remains positive and never conveys negativity.
References
AITSL. (2024). Strengthening parent engagement to improve student outcomes. Australian
Institute for Teaching and School Leadership.
https://www.aitsl.edu.au/research/spotlights/strengthening-parent-engagement-to-improve-
student-outcomes
Budinski, M., & Gahan, L. (2023). What is a family? Australian views on what makes a family.
https://www.researchgate.net/publication/376308410_What_is_family_Australian_views_on_wh
at_makes_a_family
Needs and impact survey insights. (2023). Aifs.gov.au. https://aifs.gov.au/resources/short-
articles/2023-needs-and-impact-survey-insights
Ramshaw, A. (2024, August). Social Media Statistics for Australia. Genroe.
https://www.genroe.com/blog/social-media-statistics-australia/13492
The Best 15 Green Blue Orange Color Palette Combinations. (2024). Piktochart.com.
https://piktochart.com/tips/green-blue-orange-color-palette