Social Advertising Strategy Formulation

Running head: SOCIAL ADVERTISING STRATEGY FORMULATION
SOCIAL ADVERTISING STRATEGY FORMULATION
Name of the student:
Name of the university:
Author Note:

1SOCIAL ADVERTISING STRATEGY FORMULATION
Table of Contents
Introduction....................................................................................................................2
Discussion......................................................................................................................2
Research and Gathering Data.....................................................................................2
Data Compilation.......................................................................................................4
Data Analysis.............................................................................................................5
Interpretation and Solution.........................................................................................7
Conclusion......................................................................................................................9
Bibliography.................................................................................................................10

2SOCIAL ADVERTISING STRATEGY FORMULATION
Introduction
The paper aims to devise an IMC strategy in order to develop a better communication
strategy for the social organization, Plan International (Canada). It deals with the research,
gathering of data, its compilation and analysis along with the interpretation and
recommending a solution. The paper focuses on achieving integrated communication strategy
through use of variety communication mediums for better reach to consumers.
Discussion
Research and Gathering Data
The diagnostic problem of Plan International, Canada branch in the area of promotion
is the communication although is distributed across various regions of Canada, yet the local
regional public are not aware at a massive scale regarding the operations and it’s reach.
The situation analysis is performed through the recording of the secondary
information available from company website and company annual reports as well as the
publication reports available. The data regarding external environment of the organization is
collected from company publications, media releases, event reports and journals. The data
regarding the internal environment of the organization is carried through social media sites
like LinkedIn, Facebook and the career pages.
The corporation communicate to the public through annual reports publication
available in online and in hard copy while sending volunteers for funding, it has partnership
with several small marketing organizations for advertising and campaign devising supports. It
arranges public events for funding and promotion at a large scale bi-monthly and also small
events occasionally like on Children’s Day, Women’s Day. It has social media pages like
Linkedin, Facebook, Instagram and Twitter to communicate to the funding public and
promote on a large scale. It also resort to celebrity endorsement of the social service in the

3SOCIAL ADVERTISING STRATEGY FORMULATION
annual events. The main communication objective of the organization is to spread the
message of girl child welfare in Canada.
The target market is to reach the areas where there is child labor, child sexual abuse,
female genocide, child marriage, girl child education1. The potential market is the big
industrial corporations, government bodies and the charity foundations to seek help for
funding. The target consumers are the companies with a high turnover ratio who indulge in
corporate social responsibility, government agencies of child welfare and the regional child
organizations, colleges and universities arranging social cause seminars along with the child
activists2.
The company answer these needs:
1. Girl child education
2. Health provision
3. Child protection
4. Emergency aids
5. Water and sanitation
6. Economic empowerment
7. Youth engagement
Based on the three previous advertisement on campaigns like Because I am a Girl,
#ChangeYourBirthStory and #DefyNormal, it can be seen that that IMC approach which the
company uses are the:
a. Television
b. Social Media
1 Cesario, Sandra K., and Barbara Moran. "Empowering the girl child, improving global
health." Journal of Obstetric, Gynecologic & Neonatal Nursing 46, no. 3 (2017): e65-e74.
2 Lundgren, Hannah. "Girls' Future is Girls' Future?: Tracing the Girl Effect in Plan
International Sweden." (2018).

4SOCIAL ADVERTISING STRATEGY FORMULATION
c. Events
d. Magazines
e. Newspaper
Data Compilation
In regard to social advertising, the issues that stand out are:
1. Girl child protection from trafficking areas and families where they have been abused.
2. Girl children who are victims of aids, cancer and other harmful non-communicable
diseases are provide health benefits4
3. Girl children who do not have access to education are provided educational benefits
right from pre-nursery to class 12 for completion of both primary and secondary
education.
4. Girl children who reside in polluted areas and are in poverty are provided food and
clothing as emergency aids
5. The health and sanitation as well as hygiene is looked upon by the corporation.
The advertising framework that the company uses is through an IMC plan using
variety of mediums like television, social media and other sources for promotion of
campaigns and gaining wide access. But however, it fails to reach the public at local level
due to:
a. Less use of newspaper communication
b. More use of social media campaigns
c. Hardly 2% use of television screening
d. More use of social cause magazines
e. Average use of public events

5SOCIAL ADVERTISING STRATEGY FORMULATION
Data Analysis
The proposed solution for using the IMC approach is:
Campaign challenge To provide child education
Campaign name Because I Am a Girl
Target Audience College going students and young professionals3
Campaign Budget $60,000
Objective To increase the child education funds and provide the
secondary education as well as sponsorship to students
annually
Creative Strategy Supporting the girl child and sponsoring her will make
her get a guardian and the girl can visit the home of the
person who is funding her education collaborating the
bond of togetherness.
Organization strategy To gain profit from fund creation and improve the
promotional effectiveness
Public relations tactic Social media
Media type Internet
Campaign Personality Fun, engaging and light hearted
Campaign tone Humorous and emotional
Type of promotion Advertising
The Integrated Social Media Marketing Communication table for campaign to carry on is:
3 Florenthal, Bela. "Young consumers’ motivational drivers of brand engagement behavior on
social media sites." Journal of Research in Interactive Marketing (2019).

6SOCIAL ADVERTISING STRATEGY FORMULATION
LinkedIn Facebook Instagram Twitter
The LinkedIn Ads
page can be used to
connect the followers
and connections
framed from the
LinkedIn page of the
company. Sponsored
content should be
displayed through
premium LinkedIn
features. The
weekdays are the best
for promoting the
campaign details4.
The Events page
must be create and
sponsored ads
should be made to
reach the followers
on the company
page and the ads
should be distributed
region wise. The
various other events
should be contacted
and added as link to
the main events
page. There should
be hashtags to
follow5.
The Business
account should
maintain various
activities of the
event through
creation of
respective
hashtags and
instagram stories
to connect to the
followers6.
The Twitter page
should have sponsored
ads to reach the
millions and the posts
should be distributed
through 140 words
status updates and
sharing option
widely7.
The added other communication medium to follow is:
4 Kelsey, Todd. "LinkedIn." In Introduction to Social Media Marketing, pp. 87-95. Apress, Berkeley,
CA, 2017.
5 Agarwal, Ashish, Shun-Yang Lee, and Andrew B. Whinston. "Word-of-Mouth in Social Media
Advertising:'Likes' on Facebook Ads." Available at SSRN 3065564 (2017).
6 Huang, Yi-Ting, and Sheng-Fang Su. "Motives for instagram use and topics of interest among young adults."
Future Internet 10, no. 8 (2018): 77.
7 Murillo, E., Merino, M., & Núñez, A. (2016). The advertising value of Twitter Ads: A study among
Mexican Millennials. Revista Brasileira de Gestão de Negócios, 18(61).

7SOCIAL ADVERTISING STRATEGY FORMULATION
1. Newspaper – Regional, local and national newspapers of Canada
2. Magazines
3. Televisions ads
4. Internet – mail, YouTube, Google ads
5. Mobile marketing trough Bulk SMS.
Interpretation and Solution
The appropriate technique for generating the ideas are brainstorming and mind
mapping. The campaign team is required to form and the decisions will be taken as
per the priority of the situations on the basis of budget, cost-benefit analysis and the
impact of the ideas. The brainstorming session will be followed by mind mapping of
various ideas with a problem solving approach.

8SOCIAL ADVERTISING STRATEGY FORMULATION
The recommendations and strategies for the IMC plan as per the budget is:
1. Social media sponsored content ads in event pages
2. Hashtag marketing to capture the young audiences8
3. Advertising in national and regional television channels
4. Advertising in social magazines found in malls and transport area
5. Outdoor advertising through billboard ads and guerilla marketing at malls, restaurants
and public places9
6. Holding events in front of famous spots of the region
8 Floreddu, Paola Barbara, and Francesca Cabiddu. "Social media communication strategies."
Journal of Services Marketing (2016).
9 Bruhn, Manfred, and Grit Mareike Ahlers. "Integrated Communication in the Innovation
Process—An Approach to Integrated Innovation Communication." In Strategy and Communication for
Innovation, pp. 205-225. Springer, Cham, 2017.

9SOCIAL ADVERTISING STRATEGY FORMULATION
Conclusion
In conclusion, the Plan International (Canada branch) frames an IMC plan through
integrating the social media, television, magazine, newspaper and other internet sources as
well as holding event shows for fundraising and wide promotion among the local audiences.
The paper thus frames such plan through brainstorming and suitable recommendations made
to carry on the plan.

10SOCIAL ADVERTISING STRATEGY FORMULATION
Bibliography
Agarwal, Ashish, Shun-Yang Lee, and Andrew B. Whinston. "Word-of-Mouth in Social
Media Advertising:'Likes' on Facebook Ads." Available at SSRN 3065564 (2017).
Bruhn, Manfred, and Grit Mareike Ahlers. "Integrated Communication in the Innovation
Process—An Approach to Integrated Innovation Communication." In Strategy and
Communication for Innovation, pp. 205-225. Springer, Cham, 2017.
Cesario, Sandra K., and Barbara Moran. "Empowering the girl child, improving global
health." Journal of Obstetric, Gynecologic & Neonatal Nursing 46, no. 3 (2017): e65-
e74.
Floreddu, Paola Barbara, and Francesca Cabiddu. "Social media communication strategies."
Journal of Services Marketing (2016).
Florenthal, Bela. "Young consumers’ motivational drivers of brand engagement behavior on
social media sites." Journal of Research in Interactive Marketing (2019).
Huang, Yi-Ting, and Sheng-Fang Su. "Motives for instagram use and topics of interest
among young adults." Future Internet 10, no. 8 (2018): 77.
Kelsey, Todd. "LinkedIn." In Introduction to Social Media Marketing, pp. 87-95. Apress,
Berkeley, CA, 2017.
Lundgren, Hannah. "Girls' Future is Girls' Future?: Tracing the Girl Effect in Plan
International Sweden." (2018).
Murillo, E., Merino, M., & Núñez, A. (2016). The advertising value of Twitter Ads: A study
among Mexican Millennials. Revista Brasileira de Gestão de Negócios, 18(61).