Case: Paradigm Shift Part 2 (Social Media Strategy)

Case Prompt: Decide where and when to run a video ad on social media to target future Paradigm
Shift interns.
Name: Yocelin Gomez-Veliz Section:

Part 1: Video Ad Social Media Strategy

List the following strategy elements for your video ad.
I would like to run the ad on LinkedIn, Facebook, Twitter,
Snapchat, and Instagram. LinkedIn is one of the most important choices for social
Platforms media because the students on LinkedIn are already open to new
On which social media platform(s) opportunities. On Facebook, Instagram, and Twitter I want the ad to appear on
would you like to run the commercial their newsfeeds. On Snapchat I want to run sponsored ads that they have to
(and any specifics on where the ad watch before they can continue watching snap stories. My hope is that
appears within the platform). Why? our target market will see these ads and be intrigued enough to pursue more
information about Paradigm Shift.

Time of Year the ad should play in the beginning of the school year and before the
When should your ad run during the school year, during the year so 5/1-12/30 this way students will be aware
year? Why? of it during the school year.
Indicate when you when you would
run the ads on the calendar on Part 2.
Time of Day/Week This ad should run in the morning through mid day. This is because
What days and time of day should students will most likely see it during the day.
your ad run? Why?
Indicate when you would run the ads
on the weekly calendar on Part 3.
Ad Targeting Options I would say advertising to parents and generation Z, Schools, and
Look at the page titled “ALL OF education because these options are most likely to support this program
FACEBOOK’S AD TARGETING and they will show their students/ child.
OPTIONS.” Assume these options are
available on your platform. List at
least three options you would choose
to effectively target your buyer
persona. Explain.

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 Part 2: Annual Calendar
Highlight / Shade / Mark the times of year to run the ad

Month Sun Mon Tue Wed Thu Fri Sat

14 15 16 17 18 19 20
Jan
21 22 23 24 25 26 27
28 29 30 31 1 2 3
4 5 6 7 8 9 10
Feb 11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 1 2 3
4 5 6 7 8 9 10

Mar 11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
1 2 3 4 5 6 7
8 9 10 11 12 13 14
Apr
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 1 2 3 4 5
6 7 8 9 10 11 12
May 13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31 1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
June 17 18 19 20 21 22 23
24 25 26 27 28 29 30
1 2 3 4 5 6 7
8 9 10 11 12 13 14
July 15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31 1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
Aug 19 20 21 22 23 24 25
26 27 28 29 30 31 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
Sept 16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
Oct 21 22 23 24 25 26 27
28 29 30 31 1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
Nov 18 19 20 21 22 23 24
25 26 27 28 29 30 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
Dec 16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31

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 Part 3: Weekly Calendar
Highlight / Shade / Mark the times throughout the day and week that you would like to run your ad.
Make any notes to clarify your strategy.
Time Sunday Monday Tuesday Wednesday Thursday Friday Saturday Notes
12am
1am
2am
3am
4am
5am
6am
7am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
NOTES

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