Course slides from UCSD Rady Center of Development program developed for the USMC on "Building A Social Media Campaign" presented by Steve Bellach and Nik Souris on January 25, 2017 at Camp Pendleton.
19. Brand Fundamentals – Checklist
• Do you have a sound brand strategy?
– Target market, etc.?
– Clearly differentiated messaging strategy
– Clearly defined brand personality?
• Do you have a deep understanding of your competition?
• Do you have a deep understanding of your target audience(s) – what kind of
information they’re seeking?
• Do you know where your target audience(s) goes for information?
23. The Editorial Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication
(e.g., TV Campaigns, etc.)
New ad
campaign
New ad
campaign
24. The Editorial Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication
(e.g., TV Campaigns, etc.)
New ad
campaign
New ad
campaign
Key Events Iron Fist
SD
Fleet
Week
25. The Editorial Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication
(e.g., TV Campaigns, etc.)
New ad
campaign
New ad
campaign
Key Events Iron Fist
SD
Fleet
Week
Seasonality
(e.g. recruitment periods)
College Grads HS Grads
26. The Editorial Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication
(e.g., TV Campaigns, etc.)
New ad
campaign
New ad
campaign
Key Events Iron Fist
SD
Fleet
Week
Seasonality
(e.g. recruitment periods)
College Grads HS Grads
Conferences (Military and
other)
xx xx xx
27. The Editorial Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication
(e.g., TV Campaigns, etc.)
New ad
campaign
New ad
campaign
Key Events Iron Fist
SD
Fleet
Week
Seasonality
(e.g. recruitment periods)
College Grads HS Grads
Conferences (Military and
other)
xx xx xx
“Brand Messaging” (fill in
some gaps with key
Navy/Marine messaging)
xx xx
38. The Editorial Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Communication
(e.g., TV Campaigns, etc.)
New ad
campaign
New ad
campaign
Key Events Iron Fist
SD
Fleet
Week
Seasonality
(e.g. recruitment periods)
College Grads HS Grads
Conferences (Military and
other)
xx xx xx
“Brand Messaging” (fill in
some gaps with key
Navy/Marine messaging)
xx xx