Online & Social Media Advertising - PDF
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Name: Sheldon Alex RodriguesExam. No. : 1302088Social Media CampaignSubject: Online & Social Media Advertising (AAM 304)Case: Massive Explosion at Global Chemical Plant in Abu Dhabi. Date : 6th January 2016 Academic Tutor: Ms. Megna KalvaniSchool of Media and Communication1
About the CompanyGlobal Chemical Company LLC, a wholly owned subsidiary of Almansoori Specialized Engineering, isestablished as a manufacturing facility in Abu Dhabi in Sept 2009.The Plant is manufacturing Sodium Asphalt Sulphonate (Global CLAY PRO), which is widely used in the drilling industry. Sulphonated Asphalt is widely used in large quantities around the world, by large and small oil and gas companies, to drill oil and gas wells successfully, where troublesome shales create problems. This product has enabled the successful drilling and placement of very long horizontal laterals out to 35,000 feet because of the reduction in torque and drag, inhibition of shales and the lowering of fluid loss at high reservoir temperatures.The Plant is located in Abu Dhabi Industrial Area. The initial plant production capacity is about 22 Million Pounds per Year. The plant is fully automatic, computerized and all the chemical processes arecontrolled from the control room. Global Chemical Company is producing products vitally important to the drilling industry to supply to the expanding drilling operations worldwide.The Plant occupies approximately 30,000 square meters and is a world class multipurpose Manufacturing Plant. Storage facilities for all raw materials and products have been incorporated. All designs, planning and approvals for the plant were developed from local engineering firms and from personnel who have been involved in similar types of projects.The CaseAn explosion occurred at a plant of Global Chemical Company, two miles from headquarters. Local news media are reporting that an undetermined a number of the company’s employees have been injured or killed, and officials are trying to determine to what extent deadly toxins have been released into the air. No one is sure what caused the blast.Area hospitals are crowded with people reporting breathing difficulties, and public health officials are encouraging people all over the city to "shelter in place" as a precaution. Headquarters is currently upwind of the explosion. The Company needs to decide what to tell its employees to do but isn't sure whether it has the legal right to tell people not to leave. People are speculating that terrorists caused the explosion. The company has told employees not to leave the building, but many do anyway, saying that they don't trust what they're hearing and that they need to get home and take care of their families. The security guards at the front door also want to know what to tell people on the street who want to take shelter in the company's lobby. The cafeteria reports that it has already sold out of lunches. The immediate danger passes, and authorities say the explosion was an accident. Several employees have been hospitalized, and others are upset that the company cafeteria did not have more supplies on hand.2
A)Campaign Objectives: oCreating a positive and credible brand imageoGenerate buzz through word of mouth and social, political and non-profit aimsoTo make sure the press is dealt easy with.oSocial, political & non-profit aims to respond and calm people down about the situation.oPromoting company’s social responsibilityoThe campaign will go on for a month.Smart ObjectivesSpecific: It aims to create a positive and credible brand image.Measurable: The objectives will be measured based on the results in 14 days.Achievable: The social media campaign will ensure that the objectives will be achieved within time. Realistic: The tactics being used will be quite convenient and realistic.Time: A time of 2 weeks needed to meet the objectives.B)Target Audience: Identify the audience segments you hope to reach. SegmentDescriptionObjectiveCompany’s Employees& their FamilyThe employees workingin the chemical plantand others of thecompany that gotaffected by the blast.To reduce panic and builda trust between companyand employee. To ensurethem that necessaryprecautions and changesare made to avoid thisaccident from happeningagain.People from the cityand media.Other people living nearthe chemical plant thatgot affected by the blastand are admitted to thehospital. And also themedia like newspapers,reporters and television.To reduce panic and builda trust between the publicand the company. Toensure them thatnecessary precautions andchanges are made toavoid this accident fromhappening again. To keepthem aware of whatexactly happened.Clients and Potential Clients The company’s clientsand potential clientswho would want toinvest in the company.In, order to assure themthat the company is stilltrustworthy in-spite of theaccident. And to noticethe new steps they aretaking towards ensuring3
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