Individual Assignment – Social Media Marketing Plan;
Individual Assignment – Social Media Marketing Plan;
MSc Digital Marketing Management (56375)
Title: e1 Individual Assignment – Social Media Marketing Plan
INTRODUCTION TO EAST YORKSHIRE COACHES
East Yorkshire Coaches (EYC) is a coaching business that provides coach holidays
(in the UK and Western Europe), day excursions and coach hire in the Hull/East
Yorkshire area.
BRIEF – YOUR TASK
Acting as a Digital Marketing consultant, you have been asked to prepare a Social Media Marketing plan for EYC to meet the following aim:
EYC want to increase holiday and day trip bookings by using social media to raise awareness of the products available.
You will need to select one of the following two sectors for your plan:
a) Coach Holidays
b) Day Trips
From the above aim, the following outline objectives have been set:
• To increase the reach of the EYC Facebook page
• To recommend ways to increase engagement with the EYC Facebook page
and improve the quality of posts
• To increase bookings through an efficient use of social media
You will need to show that:
• You understand the market environment, including competitors.
• A key aspect of this report is tactics:
--- Exploring the use of Social Media marketing tools and techniques, to reach and engage the relevant target customers.
--- Content Marketing online is particularly important, so you will need to consider specific content in addition to the digital marketing tools.
--- You will be expected to use relevant academic and marketing concepts/theories to justify your plan.
Recommendations should take into account the following requirements:
• The main marketing budget for EYC is used for the current printed literature,
so recommendations should not be costly
• Social media management/posting/updating will be undertaken by EYC staff in
addition to their main roles, therefore time is also a limiting factor
• EYC has an in-house designer, therefore artwork costs are not a factor
• EYC are looking for a ‘big idea’ which will be consistent across social media and
translated into tactics that are actionable