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Task 2 Create Promo Campaign - Coggle Diagram
Task 2 Create Promo Campaign
Campaign Objectives
What does a campaign objective tell you?
What are the four objectives from the spec?
Which objective matters most right now and why?
Write one objective using: "To [action] [audience] [timeframe]"
Campaign KPIs
What does KPI stand for and what is it for?
What is the Instagram/TikTok KPI, how is it measured and when is it checked?
What is the sales KPI, how is it measured and when is it checked?
What is the competition KPI, how is it measured and when is it checked?
What should James do if results fall below target?
Why does a startup like Best Burgers particularly need KPIs?
The Three Promotional Materials
Material 1: Instagram/TikTok Launch Video
What category of promotion is this?
What does the video show or say?
Why is this right for the 13–19 target customer from R068?
What is one clear advantage of this method?
What is one honest disadvantage?
Material 2: A5 Flyer for Local Schools
What category of promotion is this?
What does the flyer include?
Why is this right for the 13–19 target customer from R068?
What is one clear advantage of this method?
What is one honest disadvantage?
Material 3: Instagram Photo Competition
What category of promotion is this?
What does the customer have to do?
Why is this right for the 13–19 target customer from R068?
What is one clear advantage of this method?
What is one honest disadvantage?
How the Three Materials Work Together
The A5 flyer is seen on a school noticeboard → teenager scans the QR code
The teenager lands on the Instagram page → watches the launch video
The competition post is visible on the Instagram page → teenager is motivated to buy the burger to enter
The teenager posts their photo and tags the brand → their followers see the post
How do all three connect in one sentence?
Timeframe
Pre-launch: Weeks 1–2 :
Design and print flyers. Set up the Instagram and TikTok accounts. Film the launch video
Launch week: Week 3:
Distribute flyers to local schools. Post the launch video on Instagram and TikTok. Announce the competition
Month 1: Weeks 3–6:
Post on Instagram twice per week. Keep competition running. Monitor follower count weekly
Review Point 1: End of Month 1:
Check KPI 1 (Instagram followers vs 500 target). Check KPI 2 (sales vs 615 break-even). Check KPI 3 (competition entries vs 50 target). Decide whether to continue or adjust
Months 2–3: Weeks 7–12:
Continue Instagram posts twice per week. Competition ends unless month 1 KPIs were not met
Review Point 2: End of Month 3:
Full campaign review. Compare all three KPIs against actual results. Decide whether to extend, scale up or change strategy
Why is 3 months the right total length for Best Burgers specifically?