Developing a Social Media Strategy and Campaign for Kusaga Athletic

This project presents a comprehensive social media strategy for Kusaga Athletic, a sportswear company. It begins with an introduction to social media marketing and its importance for achieving communication objectives, customer engagement, and brand identity. The strategy section details the use of Facebook, Twitter, and Instagram, emphasizing their roles in attracting customers, increasing brand awareness, and influencing purchase decisions. A campaign calendar is developed for June, focusing on the Cricket World Cup. Three content pillars are proposed: Gym Enthusiast, Environmental Friendly Clothing, and Durable Athletic Clothes. The project then elaborates on how these pillars would be implemented on each social media platform, including video content for Facebook, photo posts for Instagram, and informative tweets for Twitter, all aimed at raising awareness and engaging customers. The conclusion reiterates the significance of a well-defined marketing strategy and the effective use of social media platforms. References from academic journals and books support the strategies.

Digital Portfolio.

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................1
2. SOCIAL MEDIA STRATEGY...................................................................................................1
3. CAMPAIGN CALENDER..........................................................................................................3
4. THREE PIECES OF CONTENT................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

1. INTRODUCTION
Social media strategy is the key ingredient of the marketing and it defines how will the
organisation can used social media in order to achieve its communications objectives and the
tools and supporting platform an organisation uses to achieve them. Social media strategy is a
summary of every thing that Kusaga Athletic plan to achieve on social media, it helps in guiding
the actions will let know whether the plan is succeeding or failing. Social media marketing can
help in increasing the number of customers by attracting them and will also more customer
engagement Siple & et.al., (2018). Social media can be used by Kusaga Athletic for providing
an identity who they are and the type of products and services they offer. Company can also
create relationships with the customers by using social media who may not know about the
company's products and service. Social media can make business real for the customers and if
people want to follow company, a company should not only discuss the organisation's latest
products but also need to share personality with them. Kusaga Athletic can make use of social
media for communicating and interacting with customers, Social media also helps the company
to know about the trends which takes place in the market can help in increasing the effectiveness
of their product or services.
2. SOCIAL MEDIA STRATEGY
Social media marketing strategy is a strategy through marketing of products and services
are done through social media which can is the easiest way of marketing of goods and services in
present world. By using social media a company can easily generate awareness among the
people can increase its business presence. Social media can also provide authenticity of the
business among the customers. There are various social media options which Kusaga Athletic
can use like Facebook, Twitter and Instagram. These are the most popular social media platforms
which is used the people across the world. Kusaga Athletic can post ads or can easily market its
products on these social media platforms which can help in attracting the customers. There
platforms are suitable platforms for marketing products and services because total number of
users of these platforms increase which means that a company has high chances of generating
awareness among the target customers van Breda & van Wyk, (2018). Most importantly
majority of users of these social media platform are young people between the age group of 24-
35 and on average they spend 2 hours on various social media platforms which is the best
opportunity for the organisation to attract them. All of these chosen social media plat forms work
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as tool towards a single strategic approach of attracting the customers and their engagement.
When adds are posted on all three platforms will motivate the customers and can also increase
the brand recognition and brand awareness. All these platforms effective tool for influencing the
customers as they can help influencing the purchase decisions of the customer. Current era of
social media is focusing on commerce and personalisation which has further decreased the gap
between the customer and company so, these platforms can help in improving the business
operations of Kusaga Athletic. Company has the opportunity for attracting the customer at any
period of time whenever gets active on social which an act as effective marketing tool for the
company Dery, Sebastian & van der Meulen, (2017). Also, Kusaga Athletic can easily share
information and place orders on social at any time which increase the profitability of a business.
There are always present key influencers on the social media which can influence a customer
like peers and recommendations. Customer can check the reviews of other customers which can
influence them for purchasing particular product. Social media can also help in enhancing the
reputation of the company, as social media provide a voice to people or groups who are satisfied
with companies products like positive Tweets, positive comments which help in improving the
brand image of the organisation.
Different social media platforms requires different content and it is important for the
organisation to maintain the frequency of posting their adds on social media. Kusaga Athletic
should post two posts per day when it has got more than 10,000 followers on Facebook, posting
more than 2 times will certainly increase the website traffic and content engagement. A company
should post on Instagram at least once a day as it has been analysed that, business moved posting
once a day has increased their likes over 13 times. On Twiter Kusaga Athletic should Tweet 1 to
5 times per day as this will keep the customers informed and updated about the new products and
services of the company Robin & McNeil, (2018). The success of the posts on these platforms
can be measured when posts are been shared by the customer and there is increase in likes for a
single post and also when the number of followers will increase results in the success of
marketing campaign. It can also be measure when number of purchase are increased and has
resulted increase in brand image. Three themes which can be for three different social media
platforms are- Customer engagement for Facebook, as it is the platform which has got the
maximum number of users in the world and its easy for the customers to get engaged with
company. Attracting new clients for Instagram, it is a platform of photos and short videos which
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is best way to attract any new clients and Kusaga Athletic can share information on Twitter
where people can easily read the information about the products of the company.
3. CAMPAIGN CALENDER.
The month chosen for the year would be the month of June, as it is the month when
Cricket World Cup will be help it is the best month for marketing campaign for Kusaga Athletic
to market its products. The marketing campaign of Kusaga Athletic in the month of June is given
below:
4. THREE PIECES OF CONTENT
Three content pillars which can be used for social media ad are Gym Enthusiast, Raising
awareness about environmental friendly clothing and Durable Athletic clothes are effective tool
for posting a content for the marketing campaign which can act as an effective tool for attracting
or providing information or engaging customers towards the company products and services.
Gym Enthusiast, this pillar can be used for attracting enthusiastic sports men who spend
more time in gym. With this content pillar, Kusaga Athletic will provides tips to gym enthusiasts
about how to gain fitness and remain fit. This will help in attracting huge amount of young
people towards the brand.
Environmental friendly clothings, With content pillar organisation can provide information that it
produces environmental friendly clothings which does not pollute the environment. It can help in
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generating awareness about how to protect environment from pollution by wearing environment
friendly clothing.
Durable athletic clothes, with this content pillar Kusaga Athletic can create awareness
about how can young customers prevent their cost of athletic clothing by wearing during athletic
sports clothes from the organisation.
Out of three content pillars the content pillar which will be used for different social media
platforms is raising awareness about environmental friendly clothing which is given below.
Facebook: This theme has been developed for the young people who prefer to remain fit and
work hard to gain fitness and want to contribute towards environment. For a Facebook video
Kusaga Athletic can make a complete video of the products which are offered by the company
which highlights the range of products and how they are pollutant free which can help Kusaga
Athletic to attract customers for the life time. Also, it can highlight the quality of the products
which like the stuff used for making environmental friendly sportswear like company this can
help in attracting the customers in an effective way. Also, Kusaga Athletic can generate
awareness by providing information about how wearing environmental friendly clothes can
help in reducing the amount of pesticides on daily basis. Also they can generate awareness about
how dyes which are used for clothing are harmful and by wearing environmental friendly
clothing can help in protecting environment from pollution. In order to make Facebook ad more
attractive and more influential by hiring any celebrity as a brand ambassador for its products like
any Sportsmen. This content piece is suitable for Facebook because it is the best platform for
posting video and generating awareness. By posting videos on Facebook there is not time limit
for posting video it depends on the content or type of information to provided on the Facebook
which is an essential feature of Facebook Gimpel & et.al., (2018). The content created should be
creative and interesting for the target audience as Kusaga Athletic being a Sportswear company,
so the content should be in such a way that It should be able to attract young customer with a age
group of 24 to 35. Content posted should be informative, attractive and amusing for the customer
which can influence them in an effective way and this will also increase the chances of getting
shared and liked which will increase the brand image.
Instagram: On Instagram Kusaga Athletic's can posts of environment and sportswear products
can be posted with brief description about how the organisation protect environment from
pollution. It will help in attracting customer will also act as effective marketing campaign for
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generating awareness. To post photos of various products, Instagram is the best place for the
posting various photos on it. Customers can see number of photos on Instagram and can share
them with their peers and relatives which can help company in generating awareness at high
level and also will attract more customers towards the company. Instagram post will consist of
various slides of sportswear where a customer will slides showing different set of products from
the company.
Twitter: All the information and updates of raising awareness of environmental friendly
products will be provided on Twitter to attract young sportsmen. Kusaga Athletic can post a brief
information of their environmental friendly products and how to protect environment from
pollution by wearing environment friendly clothing on Twitter. Also, it can provide an
information about the products to the customers which can help in generating customer
awareness among the targeted customers Andersen & Ross, (2016). Kusaga Athletic make
influencing Tweets about the products which they want to sell to targeted customers. This can
help in generating awareness and increasing the brand value of the company.
CONCLUSION
It can be concluded from the above report that marketing strategy is important for the
organisation in order to market their products and services and the strategy followed should be
appropriate in order to attract the customers. It can also be concluded from the report that social
media plays an important role for business in order to market their products and services and
there are various social media platforms which can be used by the organisation in order to market
their products.
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REFERENCES
Books and Journals
Andersen, P., & Ross, J. W. (2016). Transforming the LEGO group for the digital economy.
Dery, K., Sebastian, I. M., & van der Meulen, N. (2017). The Digital Workplace is Key to
Digital Innovation. MIS Quarterly Executive, 16(2).
Gimpel, H. & et.al., (2018). Structuring digital transformation: a framework of action fields and
its application at ZEISS. Journal of Information Technology Theory and
Application, 19(1), 31-54.
Robin, B. R., & McNeil, S. G. (2018). Digital storytelling. The International Encyclopedia of
Media Literacy, 1-8.
Siple, M. & et.al., (2018). Age truncation and portfolio effects in Puget Sound Pacific herring.
van Breda, M., & van Wyk, M. (2018). Electronic-Portfolio Approach to Enhance Self-Directed
Learning. In Transnational Perspectives on Innovation in Teaching and Learning
Technologies (pp. 45-66). Brill Sense.
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