Paid Social Media
Marketing Strategy
Freelance
ToolboxLA is a coworking space based in Chatsworth. This innovative entreprenuerial space has been the home of many freelancers, students, and events for the past 2 years and continues to grow After managing their Google Adwords campaign, they wanted to test and compare those results with a paid social media campaign which is outlined below.
Social Media Strategy Overview
Click a campaign to jump ahead!
Campaign #1
Target:
Freelancers
Channels:
FB, IG, LinkedIn
Tagline:
“Own Your Workday”
Campaign #2
Target:
Small business owners
Channels:
FB, LinkedIn
Tagline:
“The Office You Deserve”
Campaign #3 & #4
Target:
Students
Channels:
IG, LinkedIn
Tagline:
“Where Ideas Become Reality”
Campaign #1
Target Audience
Profession:
Freelance, Remote Work (Writing, Marketing, Design,etc.)
Age:
18 – 34
Location:
SF Valley, Santa Clarita,
Ventura County
Tactics
Campaign KPI’s
Macro:
“Book A Tour” Conversions
Micro:
Click-Thru Rate
Communications Strategy
Appealing to freelance and remote workers’ need to improve their workday environment and productivity. Also reaching the values of self-starting and ownership.
“Own Your Workday“
Make Your Workday Productive
Ad Examples
These social media as examples are concepts of how the messaging can be communicated. Features and benefits that are most relative to the target audience are shown as well as targeted imagery that shows a community with a professional range.
Landing Page
Financials – Budget & Projected Returns
Budget: $XXXX
Impressions: 49,500
Clicks: 238
Conversions: 9
Sign Ups: 2
ROI: $XXX
Budget: $XXX
Impressions: 37,500
Clicks: 375
Conversions: 15
Sign Ups: 4
ROI: $XXXX
Budget: $XXX
Impressions: 96,500
Clicks: 965
Conversions: 39
Sign Ups: 9
ROI: $XXXX
Campaign #2
Target Audience
Profession:
Small Business Consultants & Owners
Age:
25 – 54
Location:
SF Valley, Santa Clarita,
Ventura County
Tactics
Campaign KPI’s
Macro:
“Book A Tour” Conversions
Micro:
Click-Thru Rate
Communications Strategy
Appealing to the ego of the consultant/owner who knows there is better in store for them. Better for them is better for their business and clients.
“The Office You Deserve“
Bring Life to Your Work Routine
Ad Examples
These social media as examples are concepts of how the messaging can be communicated. Features and benefits that are most relative to the target audience are shown as well as targeted imagery that shows a community with a professional range.
Landing Page
Financials – Budget & Projected Returns
Budget: $XXXX
Impressions: 49,500
Clicks: 238
Conversions: 9
Sign Ups: 2
ROI: $XXX
Budget: $XXX
Impressions: 37,500
Clicks: 375
Conversions: 15
Sign Ups: 4
ROI: $XXXX
Budget: $XXX
Impressions: 96,500
Clicks: 965
Conversions: 39
Sign Ups: 9
ROI: $XXXX
Campaign
#3 and #4
Target Audience
Profession:
Students
Age:
18 – 24
Location:
CSUN, College of the Canyons, Pierce College, Moorpark College, Santa Monica College
Tactics
Campaign KPI’s
#3
#4
Macro:
“Book A Tour” Conversions
Micro:
Click-Thru Rate
Macro:
Social Media Follows
Micro:
Ad Engagement
– Likes/Comments
– Profile Visits
Communications Strategy
The young and ambitious. These messages will appeal to the situational aspect of students looking to grow and venture with their fresh outlook on life.
“Where Ideas Become Reality“
Succeed Beyond the Classroom
Ad Examples
These social media as examples are concepts of how the messaging can be communicated. Features and benefits that are most relative to the target audience are shown as well as targeted imagery that shows a community with a professional range.
Landing Page
Financials – Budget & Projected Returns
#3
#4
Budget: $XXX
Impressions: 23,600
Clicks: 118
Conversions: 5
Sign Ups: 1
ROI: $XX
Budget: $XXX
Impressions: 117,000
Clicks: 292
Conversions: 12
Sign Ups: 3
ROI: $XXX
Budget: $XXX
Impressions: 27,250
Engagements: 327
Page Follows: 17
Tour Conversions: 1
Budget: $XXX
Impressions: 177,000
Engagements: 6,195
Page Follows: 12
Sign Ups: 3