Developing a Social Media Advertising Campaign for American RVs

This project details a social media advertising campaign designed for American RVs, specifically targeting the Econoline model. The assignment begins with an introduction to American RVs, highlighting its establishment and its struggle to gain market share. It then provides background information on the RV industry and the Econoline model, emphasizing its features and target consumer base. The project outlines advertising objectives, including increasing market awareness, segmenting the target audience, and engaging customers through social media. The core of the project focuses on the idea of utility generation, crafting an informative and visually appealing advertisement that communicates the value proposition of the Econoline RVs. The campaign aims to attract utility-maximizing consumers. The conclusion reiterates the importance of marketing efforts for the company's long-term sustainability and recommends social media advertising as a key strategy to improve brand awareness and market positioning.

Running head: SOCIAL MEDIA ADVERTISING
Social Media Advertising
Name of the Student
Name of the University
Author Notes:

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Introduction
The mission statement of the American RV company was incorporated to motorize the
country of the United States. The company was established in 2013. Company has three
segments of RVs that they provide to the consumers of the country. The Econoline model is the
cheapest variant, followed by the Midline models that are priced in the medium segments and the
highline models which are priced the highest. The price segmentation have been made on the
basis of functionality and utility of the vehicles. However, it has been found that the Econoline
version of the RVs are considered the most value for money vehicles by the consumers. Being a
new company they have failed to incorporate favourable marketing strategies, thus the company
has been subject to low awareness in the community. The aim of the paper is to devise a
marketing strategy for the Econoline RV model of the company. The marketing strategy that can
be used by the company will be critically evaluated and the components of the advertisement
will be discussed in the following paper.
Product background
The RV industry can be considered as a blooming industry in the Unites States of
America. It has been witnessed that about 20% percent of the total population of the country own
RVs or have at least purchase an RV once in their life. The RVs are utility vehicles as they have
the ability to accommodate large number of people, accommodate, furniture, cargo. The
Econoline cargo appeals to most of the consumers who wish to purchase an RV. The vehicle
comes with Automatic transmission, the new front end style, electronic throttle control and
various other options. The most noticeable quality of the vehicle is its fuel economy. The
consumers of the vehicles are found to be associated with mobile business operations. Thus, the

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economic consideration for the purchase of the vehicles is high. The features of the product
backed up by the durability aspects of the Econoline vehicles justify the reason behind the
purchase of the Recreational Vehicles.
Advertising objectives
It had been found that the company is has products that are deemed to be favourable for
the people who have the propensity for the purchasing the products that are offered by the
company. The company been able to categorise their vehicles according to the purchase power
parity of the customer. However, the company are seen to be lacking in terms of marketing.
There are negligible marketing activities that are being carried out by the company. Thus, it is
recommended that the company should incorporate a degree of marketing activities in their
operations.
Social media advertising has been selected as one of the most suitable and economical
marketing options that the company should incorporate. Social marketing lets the company use
maximise their competency in the market by pitching the product to the prospective consumer
communities of the product. The following are the advertising objectives that the company has
put forward;
 To gain awareness in the market: The ultimate aim of the social media campaign would
be to inform the community about the existence of the Econoline RVs that are being
offered by the company. By gaining exposure to the users of the community the company
can increase their market share and the turnover of the company.
 Segmentation of the target audience: The Company can segment their target audience by
using a social media marketing. The consumers who desire to purchase products aim to

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maximise their utility at the least possible prices. Thus, the company can segment their
market using the social media approach.
 Engage the customer: By using social media campaigns the company can engage their
target communities. The company will be able to monitor the responses of the consumers
to the social media advertises and the company will be able to provide answers to the
consumers and provide feedback to the community.
The idea
The success of the advert would be determined by the impression that the visual advertise
is able to create on the mind of the consumers. The social media poster that would feature the
image of Econoline RV and it would provide a detailed overview of the feature of the RV. The
advertisement would be highly informative and are assumed to attract the attention of the
prospective consumers by the bright colour scheme and a catchy slogan that would help the
company in attracting the attention of the prospective customers.
The idea on which the whole advertising campaign would be based on is UTILITY
GENERATION. The Advertise would be highly communicative and it will talk about the
ultimate utility that the consumers of the community will be hoping to derive if the purchase the
product of the community. The aim of the social media advert is to communicate the idea of
value that the customers will be subject to if they stick to the vehicle that the company is
providing them with. The target audience for the advertisement campaign are assumed to be the
utility maximising rational consumers. The idea behind the advert will make sure that it is
appealing to the prospective consumer and communicate the vision of the company that is
concerning the utility that is offered to the consumers of the RVs.

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Conclusion
On a concluding note it can be said the market offerings of the company are perfectly
aligned to their efforts of long term sustainability. However it is seen that the operation of the
company is lacking marketing efforts. Thus, it has been opined that they have to incorporate a
marketing strategy that would help the company in gaining awareness and positioning
themselves in the minds of the consumers. Thus, the marketing tactic that has been chosen for
the carrying out the same is a social media advertising. The main rationale behind creation of the
advertise is to communicate the main aim of the company, that is to help the consumers of the
community to contribute to the sustainability of the consumer, that is by providing utility to the
customers of the company.

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Poster 1: