- Based on the topics discussed in class as they relate to social media content and planning, please create two (2) Facebook posts for your revised Audience “A”. For each post, please outline your planning criteria and justify your goal, reasoning, and key elements. Don’t forget to include the destination for each post and your reasoning and goals for each. (10 X 2 = 20 marks)
a. Create a post promoting the product.
Facebook Post #1 – Product Promotion – Audience A: Travel Professionals
Destination: WIZPR – Product Landing Page
The reasonings and goals behind this facebook post was to target travel professionals and introduce the product WIZPR to them while solving a pain point for them. This audience is known for being a part of the late majority, meaning they require a lot of convincing before purchasing. The goal of this post is to provide a sense of emotional connection in a way of including a pain point, relating to their profession in the travel industry. The CTA would take them to the product landing page, which showcases the features of the product and all necessary information required to convince them to purchase.
Travel professionals must stay communicated at all times with their team or group of travelers, depending on the job type in the travel industry. The main pain point is that they are constantly on the go while carrying luggages, documents, devices, etc. The headline stating “On the go, but never out of touch”, refers back to the values of this audience, which includes safety and convenience. Targeting the convenience of communicating hands-free without being at risk with their personal items with them.
Key elements include:
- Visuals: Travel agent on an urban transit, speaking directly to the WIZPR AI Ring.
- Typography: The headline is in white, near the bottom of the page with the CTA being placed above it, creating the contrast for readability effect while being accessible on mobile devices.
- WIZPR: On the top left of the post, “WIZPR” is displayed utilizing blue and white from their website scheme. The sub-heading “AI Ring” provides the reader a slight clarification of what the product will provide and how it will benefit.
- CTA: The call-to-action acts as a trigger for those interested in reading more about the product.
b. Create an engaging post that drives awareness and action (e.g., participation, sharing, excitement for the product, signing up for the waitlist).
Facebook Post #2 – Beta Waitlist – Audience A: Travel Professionals
Destination: WIZPR – Landing Page (Email)
The reasonings and goals behind this facebook post was to promote our beta waitlist for travel professionals who are interested in representing the WIZPR Ring. As stated previously, this audience falls under late majority and by giving them the opportunity to beta test our product, it can increase purchase behavior because they have had the chance to try it out to their liking. This post promotes conversion over promotion from the first Facebook post. Inviting our audience to have the chance to try out the product, shifts them from being a passive viewer to an active viewer by engaging with WIZPR.
The headline “Wear the future of AI”, is to appeal to the audience for convenience in their job. Along with the call-to-action being “Join the exclusive beta list”, creating the sense of FOMO and urgency to sign up as only 30 spots are available. This actually creates the late majority’s to make a decision quicker because of the exclusive opportunity to try it out in-person before it is released – allowing them to grasp a better idea on if this product is right for them or not.
Key elements include:
- Visuals: Travel agent on the go, speaking directly to the WIZPR AI Ring.
- Typography: The headline is in white, on the left side of the page for better scannability and following the basic structure of the F-pattern, with the CTA being placed below it. This creates the contrast for readability effect while being accessible on mobile devices.
- WIZPR: On the top left of the post, “WIZPR” is displayed utilizing blue and white from their website scheme. The sub-heading “AI Ring” provides the reader a slight clarification of what the product will provide and how it will benefit.
CTA: The call-to-action acts as a trigger for FOMO and urgency to claim their spot for the beta testing.
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