The purpose of this exercise is to create a plan for an influencer marketing campaign or a brand ambassador program. Project Instructions Recall the program you selected in Week 1 and your research from Week 2.

Influencer marketing campaign

About the Project: The purpose of this exercise is to create a plan for an influencer marketing campaign or a brand ambassador program. Project Instructions Recall the program you selected in Week 1 and your research from Week 2. In this project, you are presenting (PDF or video) your program plan. If, INFLUENCER OUTREACH PROGRAM If you have elected to create an influence marketing plan, craft the plan by which you will conduct outreach to influencers identified in Week two. Explain your approach, including how you will personalize your communication to each individual influencer.

Influencer marketing campaign

Define your program goals (3 goals that fit the SMART format). You’ve established SMART business goals in Week 1, now set 3 SMART goals for this campaign. Some possible goals to create may involve Influencer-generated content (blog posts, articles, video uploads, etc., Impressions / CPM, Increased social engagement (Likes / Re-tweets) or Conversions: micro (smaller things like social follows, email opt-ins and whitepaper downloads) as well as macro (purchases, sales appointments, reservations, etc.) Be sure to explain how these campaign goals relate to the broader business goals you set in Week 1: how one impacts the other.

Influencer marketing campaign

For example, if in Week 1, you stated that one of your goals was to ‘reduce your cost per lead by 10% in the next 6 months,’ and in this assignment you set a campaign goal to reach 100 pieces of influencer-generated content, you might say the following: “Influencer generated content relates to our goal of reducing cost per lead, because content created by influencers saves us money that we’d otherwise have to spend to get professional photographers and writers to create comparable content for promotional use.” Define your audience, who are they – be specific! Specify a timetable for your campaign.

Influencer marketing campaign

You should commit for at least 1 year, but you might elect to run the campaign for 18 months or longer, depending on the nature of your business. Explain how you’ll build buy-in internally. Without commitment and dedication, your influencer outreach program will not succeed, so describe how you will communicate your plan to launch an influencer outreach program to the rest of your company (employees), and how you will enlist supporters to get people at the company on board. What story do you want influencers to share? How does that story help you to meet one of your stated goals?

Influencer marketing campaign

How will you create outreach pitches that get influencers on board? Be specific: you don’t have to actually write the pitch, but explain what you are planning to include, and why you feel that what you plan to say in the pitch will persuade the influencer to share. Also address whether you plan to offer influencers compensation: money, sample products, admission to events, etc. Who at your company is going to work on the campaign? What specific actions they will take (and when), and plan to touch base frequently to ensure that your company is paying attention to the program, and not missing any influencer mentions. Choose someone within your company to act as point person for the campaign. https://youtu.be/TY0JOxBeV60

Influencer marketing campaign

Choose someone who is intimately familiar with your brand, as well as dedicated to making the outreach campaign a success. Set a schedule for how this person may check metrics, so they can adjust as necessary if your influencer outreach isn’t taking hold the way you’d like. What specific channels will you use to contact the influencers? Will you contact your selected influencers via email, Twitter, LinkedIn, distinctive swag packages sent via postal service, etc. Based on your target influencers preferences, explain why the approach(es) you propose will work.

Influencer marketing campaign

Align the platforms and channels with the analysis you’ve conducted in previous weeks, and explain how you know that you can reach these influencers on these specific sites, traditional channels, social networks, etc. How will you compensate your influencers? IF, BRAND AMBASSADOR PROGRAM If you’ve chosen to focus on developing a brand ambassador program (or a smaller version of one, like a consumer panel), create a launch plan. For an example of a successful brand ambassador program, watch this video about the Fiskateers at http://vimeo.com/16211895.

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