Branding for Kellee Set Go!
Social Media Case Study
The KelleeSetGo! Brand Proposal
Storytelling for Connection. Craft narratives that resonate with our audience. Share stories that showcase the human side of KelleeSetGo, connecting on a personal level. Engagement & Intelligence. Encourage discussion on platforms to create a community of thought leaders. Celebrating Milestones. Acknowledge achievements and milestones within our community with grace.
Project Background
Chosen Organization. My organization was selected based on initial curiosity and interest in the travel industry content creator space. Most of the competitors for the Kellee Set Go brand, I am a follower and fan, while I learned about others in my marketing research. In truth, I’d love to travel full-time and create a lifestyle that fosters this unique kind of career and personal development! Therefore, I chose interests and a world, that I could research and dive deeper into creatively using marketing and entrepreneurial insights.
The KelleeSetGo brand interested me only in that this TV host influencer stands out from her peers as a “fearless adventurer” boasting of her pilot and scuba diving license, and solo travel land achievements while garnering brands like Conde Nast, a Travel & Leisure magazine, Travel Channel Mysterious Islands show, and podcast, Let’s Go Together. I decided to learn more about her brand achievements and use this brand as a fictitious client so that I could creatively transform new marketing ideas in areas that she currently does not occupy.
Strategies Incorporated and What Stuck With Me. In my MBA program, I learned preliminary metrics, KPIs, and basic business elements and formulas to assess business strengths. While not necessary in this course, I was able to use this mindset for outlining my brand proposal. This also posed a challenge toward the completion of the rubric elements.
Early in the development of my brand outline, I incorporated per the HubSpot Academy Content Marketing certification course, the content marketing plan framework to include SMART goals, a SWOT analysis, and a marketing plan action plan and rely heavily on developing marketing research and personal target audience data and insights for writing copy, building a website (landing page), content strategy, social media marketing strategies, campaign and KPI metrics. This element weighed so heavily on my digital brand storytelling proposal that I created two proposals, one per the rubric and the other closer to what I’d provide a real client, the fictitious KelleeSetGo client.
Personas and Target Audience Insights
Therefore, my whole proposal centered around personas targeted audience segmentation, and various aspects of the flywheel inbound methodology strategies for content creation, social media strategies, and messaging.
also focused heavily on video marketing in my social media marketing strategy. Shifting from horizontal to vertical videos for IG reels, stories, and TikTok platforms, while adhering to horizontal videos for Facebook posts, IG posts, and Twitter X.
Analytics, Trends, and Research Insights
Analytics, Trends, and Research Insights are also something I want to learn more about. How to use Google Analytics and Google Ads for keyword searches to prioritize data and pivot campaigns and metrics.
Understanding the Process for Creating Content and Strategy
Repurposing Content
Repurposing was another strong element, I learned in this course. How to take long-form and short-form content and recreate social media content into other social media platform posts, stories, reels, and videos. 😳
Content Strategy
BLOG POST FOR TARGET SEGMENTATION DEMOGRAPHICS
After researching the brand’s user demographics, Google Analytics, top SEO keywords for landing (web) pages, and Competitive Analysis research, the compiled data was used to target segmented demographic users’ pain points and needs.
For instance, four demographic pain points were targeted to develop messaging to develop content specific for those needs.
🧰SMART GOALS FOR KELLEE SET GO
Metrics Statement:
We will increase our website traffic by using our customers’ pain points (buyer’s journey) over the next 6 months by 20% by publishing 5 high-quality, targeted blog posts per week and REPURPOSE content across our social media channels to measure our CTRs to our website engagement. We will A/B Test our Headlines, SEO Rankings, and measure the outcome of our Likes-Shares and Mentions on Social Media, and CTRs.
RESEARCH – GOOGLE ANALYTICS AND GOOGLE ADS – KEYWORDS SEARCH DATA
Keywords captured to build SEO content and targeted segmentation content such as, “solo travel, conquer fear, vacation trip.”
PERSONAS – 4-KEY PERSONAS USED TO DEVELOP STRATEGY AND CONTENT
SWOT Analysis used based on Competitive Analysis, Empathy-User Demographic data to define the following,
Targeted Demographic Buyer Persona – Solo Selena, 25 yr. old, Social Media Strategist aspiring Content Creator and Travel Influencer
One of the Key 4 Demographic Users illustrated in the following developed SEO Keyword Content, is shown below.
Solo Travel Enthusiast – “Solo Selena” – Content Creator -Influencer Want-to-be
“Family-Focused Fiona” – Budget – friendly Travel Options
Adventurous Explorer – “Wanderlust Wendy” – Honeymoon Adventurer
Career-Driven Traveler – “Business Bella” – Ready to Retire
CTA CAMPAIGNS – Segmentation Campaigns, # WalkIntoMyDreams, # TakeYourFirst Steps,
# BeFearless
Types of Content and Strategies for Repurposed Content
CTA Targeted Content
1. NEWSLETTER (PAGE ONE OF TWO) – CTA CAMPAIGNS
Highlights the Persona’s – Solo Selena’s dream of Traveling Solo and becoming a Travel Content Creator, that at the KelleeSetGo! Brand offers as an online Webinar Course downloadable product. The email includes the promotional ad, Walk Into Your Dreams #WalkIntoYourDreams as a Marketing Campaign for Social Media Strategy.
2. BLOG POST USING SEO KEYWORDS FOR KEY TARGETED DEMOGRAPHIC
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
Writing consisted of diverse styles including copywriting, blog writing, article writing and social media post writing.
3. REPURPOSED CONTENT (CONTINUED) FOR SOCIAL MEDIA CHANNELS SUCH AS FACEBOOK, INSTAGRAM, TIKTOK, AND TWITTER (X)
includes IG Reels, Facebook posts, Facebook Stories, Instagram posts and stories, TikTok videos, and Twitter posts content, in addition to, Campaign Messaging Videos as brand promotional ads.
Tools and Apps:
Photoshop, InDesign, Illustrator, Canva, XD
TikTok, Instagram, Facebook
Additional Instagram Social Media posts and content to drive audience engagement per KPI metrics statement.
VIDEO CAMPAIGNS
# WALK INTO MY DREAMS VIDEO PROMOTIONAL AD FOR CAMPAIGN
Campaign Brand Video Ad, # Walk Into My Dreams
What I learned in my Takeaways and Lessons Learned for this project.
Key Takeaways. 🧰
Brand messaging from the narrative and storytelling POV. I learned how invaluable storytelling is for brands! Origin stories, back stories, and stories that connect with a target audience and consumers are key to successful branding and content strategy. I focused heavily on creating a brand messaging video that could be used for promotional campaigns and brand awareness metrics. And I devoted a spread of my proposal illustrating this essential element in strategy. I really had fun writing copy for a brand messaging video using the narrative. In addition, to choosing video clips, editing, and music to create an overall marketing concept mockup. Feel free to take a look at the link below.
Content Strategies Based on Audience Segmentation
Content Strategies Based on Audience Segmentation. This for me was key and again my whole proposal centered around personas and audience segmentation for content creation and social media strategies and campaigns.
InDesign. InDesign was challenging and fun to re-learn these features, redesign covers, set up pages, paragraph, and character styles, and print and export settings. For me, the 2024 version was buggy, and I used 2023, but still had export issues which I had to combine in Acrobat Pro. 🥹Something about the background tasks not recognizing pages. I did every technical troubleshooting step I could think of to remedy this, but in the end figured out a workaround to achieve my file tasks for the deliverable.
Content Creation Mockups
Content Creation and Graphics Fun. Overall, I had fun being creative for this project. Learning to create social media graphics and InDesign layouts helped my confidence in social media. There’s so much to learn and it keeps evolving. I watched a lot of YouTube how-to videos from Social Media Managers, Influencers, and Content Creator Entrepreneurs. I even read that Social Media is dead and pondered that argument. Still, I learned more about Canva resources and other apps that I tried out to produce vertical video shorts for this assignment and enjoyed the process.
Branding and Guidelines
Initial branding consisted of keywords, color palette, logos, communication, press, and social media content marketing guidelines for staff, employees, and managers, including a crisis contingency plan and manual.
Thanks so much for Reading and Watching my Video Campaign projects for this Content Marketing and Social Media Marketing Proposal. I hope you liked it.
If you have any 🤔 questions or ✍🏽comments, please feel free to drop a comment, 👍 like or suggestion.
Best on Your Creative Journey! 🥰
