Final Project Report (Sections Removed)
My capstone marketing class worked with the Portland Trail Blazers to find ways to improve their digital marketing strategy. I worked with a team to run Facebook ads to recruit people to take a survey about their entertainment preferences. My class used survey data to segment potential groups of fans, which will help the Portland Trail Blazers create advertisements that strategically target the right people during the upcoming season.
Team Report / Presentation
Social Ads & Surveys Part 1
I was asked to design a logo and cover video for a new company Facebook page. The class ran advertisements through this page, so it had to seem professional.
Social Ads & Surveys Part 2
I designed this Facebook ad to target 20-40 year-old males in NE Portland, Montavilla, and Vancouver. My team gave input about the imagery and tagline. The text that accompanied the ad was "Need spending money? Take our short survey for a chance to win a $200 gift card."
The ad ran from 12 p.m. on February 28 to 11:59 p.m. on March 2. I added interests like "beer," "bars," and "Amazon.com" and the number of clicks increased. There were 49 link clicks and 33 people fully completed the survey. The cost per click was $0.82 and it reached 2,831 people.
I think this ad would have been more successful if the tagline was gender-neutral and targeted both males and females ages 20-35 in the Portland area. I used Facebook's data about what males in Portland like (mainly burgers and bars), but it was difficult to design something that would make them want to take a survey. Overall, I am happy with how the ad performed in relation to other ads. The ads that performed best were focused on the $200 Amazon gift card and targeted women.