Digital Media Strategy Discussion

Digital Media Strategy AssignmentYou will be assigned an individual, company or organization facing a significant
communication issue or challenge and assess their use of paid and organic social media,
digital display advertising, paid search and mobile to advance organizational goals.
Analysis should highlight the observed audience, audience strategy, messaging, content
types, focus, imagery and tone. You will also be asked to outline a strategy for using paid
and organic social media, digital advertising and mobile apps for improving
communication and increasing the organization’s reach among key stakeholders.
Background:
The US Food and Drug Administration’s Center for Tobacco Products (Links to an
external site.), established in June 2009 by the Family Smoking Prevention and Tobacco
Control Act, offers the United States a powerful regulatory tool to make tobaccorelated disease and death part of America’s past, not its future. While there has been
significant progress, tobacco use remains a major problem (Links to an external site.) in
the United States—one that FDA is working hard to help reduce.
As part of that effort, the FDA Center for Tobacco Products has developed public health
education campaigns (Links to an external site.) that use traditional and digital media to
target diverse audiences with their smoking prevention message. This integrated, media
effort is comprised of FOUR media campaigns, spanning digital and traditional media
channels, each aimed at its own unique audience:
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“THE REAL COST (Links to an external site.)” General Market Campaign, targeting
suburban and rural youth, ages 13- to 17, who use cigarettes, chewing
tobacco/dip, or e-cigarettes (i.e. vape)
“THIS FREE LIFE (Links to an external site.)” Campaign, targeting LGBTQ young
adults, ages 18 to 24 in select cities with a high percentage of residents
identifying as LGBTQ community members (New York, Los Angeles, Chicago, San
Francisco, Atlanta, Miami and Boston)
“EVERY TRY COUNTS (Links to an external site.)” Campaign, targeting adult
smokers, ages 25 to 55 in the cities and counties with high smoking population
(i.e. Toledo, OH, Knoxville, TN, Indianapolis, IN, Cleveland, OH, Hillsborough
(Tampa-St. Petersburg), FL, among others)
Your Task
For this assignment, review each of the campaign websites, their respective social media
profiles, and search/watch their most recent videos on YouTube. Based on what you
observe, you will write a 1200 words paper that explains:
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Your understanding of the FDA’s overall strategic approach to audience targeting
and segmentation across digital channels. (who is FDA’s overall target audience,
and who are the audiences for each campaign), Use the four pillars of
segmentation framework when defining your target audience (see slide here)
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Key observations about how they’ve tailored each campaign and selected digital
channels based on audience attributes (i.e. which audience aspects they focused
on, unique messaging, imagery, platforms, etc.) For the campaigns, what strategy
they are using, why they selected this channel.
Your thoughts on the appropriateness of at least THREE specific campaign
elements, i.e. examples of effective OR ineffective digital content (ads, social
media posts, videos, apps, messaging themes). Analyze one element per campaign.
Specific recommendations for expanding and/or improving TWO of the FDA
campaigns through social media outreach.
Rubric
Campaign Analysis & Critique
– Campaign critique is specific, thorough and supported by evidence and examples,
reflects an understanding of social media, digital advertising and mobile strategy as
reviewed throughout the course.
Campaign Extension Recommendations
– Recommendations reflect an in-depth understanding of the use of digital media
platforms (features, attributes, content, audiences) in the development of targeted
communication campaigns.