Final Project: E-PortfolioBy: Marquis Mahoney

Campaign Overview: EveryDay Campaign • Four Key Elements driving campaign

• Energizing audience • Engaging core target • Educating audience about new EveryDay card • Increasing Enrollment and acquisition of card

Four Element Highlights

• Energize: Cross channel tactics for reaching audience • Educate: Increasing landing page visits, retargeting core

audience via mobile and desktop platforms, on air mentions of contest.• Engage: Paid advertising through several social media

platforms • Enroll: Increased application rate for new EveryDay card

Reaching the Target Audience

• Several mediums utilized to reach target audience• TV• Print• Out of Home • Display • Paid Social

Key Performance Indicators (KPI’s)

• Impressions • Engagements • Engagement Rate (ER%) • Clicks• Landings• Video Views• Video Completion Rate (VCR)

High Impact Media Platforms

• Facebook• Twitter • YouTube• Tumblr

• Each Platform has specific metrics to measure.

Types of Social content

• Tina Fey series• Animation series • Contest • Card (Acquisition) • Mommy Bloggers • Other (content category that consist of organic only post

for the EveryDay launch event)

Display Platform Performance

• Mobile (1st) • Tablet (2nd) • Desktop (3rd) • Connected TV (4th)

• Measured by the Video completion rate

Examples of Measured Content

Software Analytics tools

• Tweet Reach – Measures Twitter KPIs• Double Click – Social Listening measurement • People Pulse – Consumer insight tool• YouTube Analytics- Measures Brand’s YouTube performance • Shift – third party vendor which provides additional Twitter

performance data • Instagram Analytics- provides metrics on Instagram

platforms• Facebook Analytics- Measures Facebook KPIs