Allison Kelley

Social Media Capstone Project

Scenario: The fifth-highest-ranking Republican presidential candidate. Doesnt say stupid
things, isnt wildly flamboyant, but is likable, smart, and very organized.
Budget: $75,000
Channels
Facebook
Purpose: Promote upcoming events on the campaign trail, debates, Primaries, and Caucasus.
Expand with statements and maintain a consistent voice on posts. Opens the floor for questions
and can also establish candidate on trending topics list.
Demographic: Widespread, wide age ranges. Generalized, some 72% of all internet users have a
Facebook page.
Investments in boosted posts.
$1,500 a month for 12 months before election. $18,000
Instagram
Purpose: Branding as a cool candidate. Visual platform. Photos doing cool things, meeting
cool people, moving photos and documenting the campaign trail. Instagram has a diverse
demographic. Use a hashtag for tracking.
Demographic: Younger demographic to target millennial voters. Higher percentage of minorities.
Investments in paid promotion
$1,000 a month for 12 months before election. $12,000
Twitter
Purpose: Live tweets. Be cool and establish brand in 140 characters. Start a hashtag for
tracking. Actively engaging and responding to followers. Increase interaction and heat up
conversation. Twitter is extremely quick, up with the news and live tweeting.
Demographic: Younger demographic to target younger voters.
Investments in paid promotion and social listening.

$1,000 a month for 12 months before election. $12,000

YouTube
Purpose: Post campaign marketing videos and promotional material on channel, commercials
etc.
Investments in videography $30,000.
Biggest source of voice representation and brand management. Videos can be shared across
platforms.
Periscope:
Purpose: Live streams of debates to reach a more broad audience. Not really a huge deal or even
necessary. Might be interesting to tamper with. Mostly used for being ahead of the time.
Demographic:
Free.
GOST Statement
Goals: Establish brand as a well-respected candidate and a force to reckon with and thus move
up in the ranks on polling platforms for presidential candidates.
Objectives: Increase engagement across platforms by 50%. Increase awareness in media by
50%.
Strategies: Invest in advertising to boost reach and engagement across selected platforms.
Tactics: Employ social listening, increase social media engagement on new platforms. Be
consistent in messages and voice.

SWOT Analysis
Strengths: My candidate is well liked and organized. Compared to running mates, she doesnt
say stupid things.

Weaknesses: Running against big mouth candidates. Not ranked well in the polls.
Opportunities: Strengthen brand and run with being well liked. Has the opportunity to outshine
stupid candidates.
Threats: Being overshadowed. Not making it far in the race for President

Approximate Social Media Calendar

Year 1

Q1

Q2

Q3

Q4

Announce Candidacy

Campaign Trail

Republican Debate

Campaign Trail

Social Listening

December 15

Launch Political Ads

Social Listening

Initial debates

Q2

Q3

Q4

Campaign Trail

Campaign Trail

Presidential Debate
October 9

Social Listening

Social Listening

Year 2

Q1
Campaign Trail
Social Listening
Primaries
Iowa Caucus
February 1

Super Tuesday
March 1
Republican Debate
March 1

Measurement:

Caucuses

Initial debates

Primaries

Republican
Convention
July 18- 21

Colorado Convention
April 9

Presidential Nominee
Announced

Presidential Debate
October 19
Election Day
November 8

Based on social media and hopefully also based on moving up in the polls and approval
ratings. Also potentially measure how much money people are donating to campaign.