GROUP-BASED ASSIGNMENT

This assignment is worth 25% of the final mark for MKT555 Social Media Marketing in Practice.

The cut-off date for this assignment is 4 Apr 2025, 2355hrs.

This is a group-based assignment. You should form a group of 4 members from your seminar group. Each group is required to upload a single video file AND a PDF file via your respective seminar group site in Canvas. Please elect a group leader. The responsibility of the group leader is to upload the report on behalf of the group.

It is important for each group member to contribute substantially to the final submitted work. All group members are equally responsible for the entire submitted assignment. If you feel that the work distribution is inequitable to either yourself or your group mates, please highlight this to your instructor as soon as possible. Your instructor will then investigate and decide on any action that needs to be taken. It is not necessary for all group members to be awarded the same mark.

Note to Students:

You are to include the following particulars in your submission: Course Code, Title of the GBA, SUSS PI No., Your Name, and Submission Date.

Question 1

Assume you are tasked with assisting Diabetes Singapore (https://www.diabetes.org.sg/) in improving its social media presence and promoting kidney health awareness. You will analyse its existing social media accounts and develop TWO (2) social media posts for Diabetes Singapore (DS). Please refer to the task list below for specific assignment requirements.

Assignment Deliverables:

1. Submit an 8- to 10-minute presentation video to Canvas, explaining your Social Media Marketing campaign strategy, tactics, and expected outcomes.

2. Submit your PowerPoint presentation deck (15 – 20 slides; all-inclusive), summarising your answers according to the tasks listed below. Please save your deck as a PDF file for submission to Canvas.

3. Your presentations must showcase two social media posts to illustrate your social media marketing campaign.

Task list:

a) Target Audience Persona Development (10 marks): Review the Diabetes Singapore (DS) website and provide a brief overview of its mission and goals. Identify and formulate TWO (2) primary target audience personas for DS. Include demographic information, interests, and social media behaviour to inform tailored content strategies.

Your selection must cover at least one of the following audience segments:
a. Caregivers; and
b. Spouses/Family members

b) Platform Selection and Justification (15 marks): Based on the characteristics of your identified target audiences, select TWO (2) social media platforms from the following: LinkedIn, Facebook, Instagram, Youtube, or TikTok. Evaluate your platform choices by providing a clear justification of how they align with DS’s objectives and target audience needs.

c) Mock Post & Engagement Strategies (50 marks): Create TWO (2) social media posts for the selected platforms (one post per platform). Appraise the content strategies applied in designing the posts and how they are tailored to each persona. Critique the engagement strategies used to maximize audience interaction and reach.

d) Measurement & KPIs (10 marks): Recommend key performance indicators (KPIs) to assess the effectiveness of your social media marketing campaign, detailing how you will track these KPIs and measure the campaign’s impact.

e) Presentation Quality (15 marks): Produce a clear, well-organised presentation video that effectively engages the audience and communicates your campaign strategies coherently.