Aspen Spark Proposal

MKTG 410: S M M
D .K N
S 1, G 4
ASPEN SPARK
PROPOSAL
S S M M P
C B :
T B ,O C ,N N ,R S
P F :
ABLE OF CON EN S
M T 3
P 1: S A
I E 4
E E 6
S M A /S M P 13
P 2: S M O B 16
P 3: T A P 18
P 4: S S M P 30
P 5: C S
P A: O C 32
P B: I M C 49
P 6: A P S M C 59
P 7: M M 63
B 65
2
MEE HE EAM
RE OR BEN ON
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a e i gf R a e Vi gi ia I cia
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NA ALIE NORMAN
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3
PART 1: SIT ATION ANAL SIS
HE IN ERNAL
EN IRONMEN
OPPOR NI IES
The a e i g d e ecia he cia edia ide i a a cha gi g i h e
e d a d ech gie A a gi e i e he e a e e f i ie f a
c a e e T a i f e ce a e i g ha a e e b
C a ie e i f e ce a e e ha a e a ed b a ce ai a ge
a e a e hei b a d Acc di g he Digi a Ma e i g I i e f
c e de e d i f e ce ec e da i Digi a Ma e i g I i e
The e a e a a he a e ad a age f hi i ch a
K ea GRIN Ne h a i i g a b a d ha bec e a he big e d a d
i C e a i e ac i a d e cha ge fee a a a d e
h a e e he he i i Ma i g a b a d fee i e a h a he c d
a i h i big i a e i g igh Thi d de e i g a c i ha i
a cia ed i h a b a d i a i ha ca be e e aged i g he f c i
f diffe e cia edia i e Fi a ge e a e d ch a da ce f
ide ha e bec e i ie f b a d a e ad a age f
C L RE
A e S a ha a g i i f e c agi g ea i g b d e ha e a
fficia i i a e e Af e e ie i g hei eb i e a d cia edia h e e
he e i a c ea e age a d e f A e S a Ca e e f
i i a i ha c ec de ea i g e ce The ha e a g a e
hei cia edia e e ce a d he e ce i i e i e e i acade ic
The ace e ha i a i g e a ai ab e digi a ed ca i e ce a d
ha e a c e ha i i e ea i g g h a d ha i g be ee i e gaged
a die ce
4
PART 1: SIT ATION ANAL SIS
HE IN ERNAL
EN IRONMEN
RESO RCES
A e S a ha a e ia e ce he ca e e e age ca aig f
cia edia T a he ca e f di g ecei ed f The Ki e F da i
f d ge e a e e e f cia edia ca aig i e a i g i f e ce
a i gf efi ed c e The ca ec e f he A e IDEAS Fe i a a
e a Kha Acade d ce high ai c e f hei cia edia
a f The a ha e a e i i g ib a f ide ha c ai c e
fea i g i f e ia e e a i g ab hei ed ca i a e e ie ce P a f
ch a K ea GRIN ca be i i ed f i f e ce a e i g a dH i ec d
be ed f cia edia a i g a d a a ic f ea e e
PREPAREDNESS
A f Dece be A e S a ha a i f ac i e a d i ac i e cia edia
acc The a e ac i e I ag a Y T be Ti T a d hei eb i e
The a e ac i e cia edia i e ch a T i e Faceb Di c d Reddi
a d a he The he ha e hei cia edia d e d f
be ac ice ch a i g a ha h ag b i a he did
ha e a eg a i g ched e e hi g ha i ece a be cce f
cia edia a a b a d Wi h e cia edia ea i g eg a c d
be a cha e ge a e a d ci g ai c e if he e i a ea
de ig a ed ecifica edi a d c ea e c e
5
PART 1: SITUATION ANAL SIS
HE E E NAL
EN I ONMEN
C EN C OME
Aspen Spark s current customer base is made up of students This is their
target market as they look to encourage learning for students and connect
them to experts The client base is in both rural and urban areas Specifically
Aspen Spark focuses on children in K 1 Many of the older audience in the
target market are users of social media however younger members of the
target audience are likely not on platforms like Instagram Twitter and
Facebook
Image XCa
6
HE E E NAL
EN I ONMEN
COMPE I ION
COMPETITOR #1: I L LEARNING
ACTIVE SOCIAL CHANNELS
AUDIENCE SI E 13 MILLION DEN , 850K EACHE
F EQ EN PO OF E E-CA CHING
G APHIC . MI E OF F N FAC ,
OVERVIE OF SOCIAL PRESENCE IN PI A IONAL O IE F OM EACHE ,
ED CA IONAL IDEO , AND
ENCO AGEMEN O I I HEI EB I E
O E HEI E O CE
ADAP I E AND PE ONALI ED DEN

STRENGTHS
LEA NING PA H , B IL -IN DIAGNO IC
E O PINPOIN DEN ENG H
AND EAKNE E , P OG E ACKING
EAKNESSES
ONL FO K-12 NO COLLEGE DEN ,
B C IP ION E ICE (NO F EE)
7
HE E E NAL
EN I ONMEN
COMPE I ION
COMPETITOR #2: LINKEDIN
LEARNING
AUDIENCE SI E 27 MILLION LINKEDIN E , 101K

IN AG AM FOLLO E
EL ON A LO OF ELF-P OMO ION ON

OVERVIE OF SOCIAL PRESENCE LINKEDIN, O D AND INF EQ EN
G APHIC A E PO ED ON IN AG AM
(ONCE O H EE IME A MON H)
C EDIBLE AND PE ONALI ED LEA NING

STRENGTHS MOD LE , CHECKPOIN IN CO E O
CHECK KNO LEDGE
EAKNESSES A GE ED MO E FO OLDE DEN ,

NO ELEMEN A CHOOL DEN
8
HE E E NAL
EN I ONMEN
COMPE I ION
COMPETITOR #3: PBS KIDS
AUDIENCE SI E O E 880K FOLLO E ON FACEBOOK,

630K FOLLO E ON I E
PO A O ND 4 IME A DA ON
OVERVIE OF SOCIAL PRESENCE FACEBOOK I H PA EN ING IP ,
ED CA IONAL O BE IDEO FO
CHILD EN, ONG
F EQ EN PO , OLID B AND
STRENGTHS
ECOGNI ION A HE E BEEN
E ABLI HED FO MAN EA
A GE A O NGE AGE DEMOG APHIC

EAKNESSES
AND DO NO APPEAL O MIDDLE/HIGH
CHOOL DEN , LO ENGAGEMEN
ON OCIAL MEDIA PLA FO M
9
HE E E NAL
EN I ONMEN
COMPE I ION
COMPETITOR #4: TED TALKS
FOR KIDS
O E 2.7 MILLION FOLLO E ON

AUDIENCE SI E FACEBOOK, 22 MILLION B C IBE ON
O BE
PO M L IPLE IME A EEK EFE ING

OVERVIE OF SOCIAL PRESENCE
O CLIP PO ED ON HEI O BE AND
A ICLE O HEI EB I E
C EDIBILI (ACC AC AND

STRENGTHS AN PA ENC ), HIGH ENGAGEMEN ,
DI E I OF OPIC
HIGH OL ME OF OPIC O MA KE I H
EAKNESSES
A A IE OF A DIENCE MO E
DIFFIC L O A GE
10
A 1: I A I A A I
THE E TERNAL
EN IRONMENT
COMPETITION
C E I #5: A I A
GE G A HIC
AC I E CIA CHA E
27 MILLION+ FOLLO ERS ON T ITTER

A DIE CE I E ALONE
POSTS ER FREQUENTL , ITH

E IE F CIA E E CE T ITTER HA ING AN A ERAGE OF 12
POSTS A DA .
GREAT BRAND RECOGNITION, HIGH A G.

E G H
ENGAGEMENT PER POST ON ALL SOCIAL
PLATFORMS
EA E E HIGH OLUME OF POSTS CAN

DESENSITI E THEIR AUDIENCE
11
A 1: I A I A A I
THE E TERNAL
EN IRONMENT
KE TRENDS IN THE
E TERNAL EN IRONMENT
1) SHORT FORM CONTENT

Sh f c e i g i g Wi h TikT k Reel a d Y T be Sh
h e cli a d ide cial edia a e ece a a ele a Ge Z
ha he l e a e i a f a ge e a i a d he a e i a il he
e cial edia
2) INFLUENCER MARKETING
I fl e ce a ke i g i big f ge ge e a i Rec g i i g e ei
a ide ha he ie e like ca i c ea e a cia ed i i e feeli g a d
ab a d
3) NOSTALGIA
Me i f algia a d algic a e g i g e i e Pe le l e
eflec hei a a d fi d c f i hi g he e e be i i el
4) USER GENERATED CONTENT

U e ge e a ed c e i g i g a dc e e e ha
b a d
5) COMMUNIT FOCUS
B a d a e e gagi g i a ec i f c ed a eg ha
e c age e i e ac i h ea he
12
A 1: I A I A A I
SOCIAL MEDIA AUDIT

OICE & ST LE
P i i e e c agi g l f e cla a i a k a d ed ca i al
PUBLICIT
Web i e i li ked hei I ag a
Web i ec ai b ha a e li ked Faceb k
T i e Me e ge G ail a d hei c a e ail
I ag a ha e Y T be li k i e i ca i
STATISTICS & MEASUREMENT

L ki g a he Re i g Ne ie e G a h f Y T be he a f
e i g ie e Y T be i e l a d i h ha A e S a k i i g
acc li h hi h ld be a li le highe The Y T be ie g a h h ha
ie had eak e i ea l Ma ch a d ei A g i h he Ma ch eak
c e di g he he ed e ide a he a e i e a d he A g
eak he he ed S fia O gele M S a k ide F I ag a he
I ag a O e ie g a h h ed he acc eached ha e g
e e d l i he a ea eachi g e al acc H e e he e
e e f ll gai ed i a h e i d Thi h ha he c e a be
i e e i g b c i e e gh ea e e f ll
13
A 1: I A I A A I
SOCIAL MEDIA AUDIT

CON ERSATION ANAL SIS
Se i e A al i
All i i e c e f a ece I ag a i cl ded L ei
cla i ge ji a d Thi i a e e Ha d e ji
Wha i he A e S a k alki g ab cial edia

A e S a k alk ab i e ie ha he ha e d e i h ce ai
i e ie ee a ell a highligh f he A e Idea fe i al T icall
I ag a he e a e ei he g ed i ca eg ie
I e ie Cli I f a i al P
Wh alk ab A e S a ka d ha i bei g aid

The e ha bee e i fA e S a k i hi he la h ee ea
a cial edia la f be ide hei a dc e
h e
D e A e S a k ea ha h ag
The d e ha h ag hei I ag a ch a ha a k
i i eed ca i a e idea a e i i e a e a k
The e ha h ag a ece a il be e di g h ca chi g
a die ce a e i a db i i gi e a die ce
D e A e S a k e d c e i a
a ia e a f i e
O a f eek ag A e S a k I ag a age i k
he c a a eek e d ac e
14
A 1: I A I A A I
SOCIAL MEDIA S OT
ANAL SIS
15
PART 2: SOCIAL MEDIA OBJECTIVES AND BUDGET
BJEC I E
Increase average views per TikTok video from to per video by

using popular sounds hashtags and trendy ideas to increase overall
1 exposure of the Aspen Spark brand from January st to January
st
Increase followers on Instagram from to by January st by

promoting engaging content commenting on posts relevant to the
2 Aspen Spark brand weekly and connecting the social media posts to
Aspen Spark s website
Increase views on YouTube videos by by January st by

3 creating a regular posting schedule increasing reach and promoting
content
Increase overall engagement through comments and shares by

4 on Instagram posts by using attractive CTAs in future content to
promote sharing content by January st
Create a Facebook page and gain followers in order to reach adults

5 to use Aspen Spark content and to further reach students overall
increasing word of mouth amongst teachers by January st
16
PART 2: SOCIAL MEDIA OBJECTIVES AND BUDGET
B DGE
T .T
A S .A ,
A S ,
.A A H S A
S , I ,
F , .
17
PART 3: TARGET AUDIENCE AND PERSONAS
A GE A DIE CE #1: DE DE
- IDD E CH GA
DE G A HIC /GE G A HIC:

Age 11-18 years old
Gender Male/Female
Location United States
Education level Middle School / High School (6th grade to 12th grade)
Occupation Student
Languages spoken Primarily English
CH G A HIC :
Personalit Excited to learn, independent, curious
Personal values Getting into college, taking on challenges, kindness, trust
Interests and hobbies Sports, art, music, community service, games
Attitudes Positive, willing to take on challenges
Lifest le On average, daily screen use is 8 hours and 39 minutes a day, 22%
of US children use smartphones to play games
Preferences and dislikes
Like Hanging out with their friends, social experiences, the responsibility of
freedom and independence
Dislike Feeling like they have no control, stress and anxiety, homework
CIA EDIA:
Where do the usuall hang out online TikTok, Instagram, Snapchat,
YouTube
When do the look for the t pe of content ou can provide During lulls in
school, before they go to sleep, when they wake up
Wh do the consume the content To connect with friends and family, be
entertained, meet others with similar interests, and find news/info
18
A GE A DIE CE #1: DE DE
- IDD E CH GA
What are the interested in that the client can provide Entertainment,
Influencer Content
How do the consume the content Short clips, friends showing them
content, livestreams
J IFICA I :
This target audience was chosen because of the vast use of digital learning
tools used by middle and high schoolers. As seen in Statista, 82% of middle
school children and 92% of high school children use digital learning tools at
least once a week (Statista, 2022). This makes middle and high school
children a primary target audience for Aspen Spark. Additionally, this age
group coincides with Aspen Spark’s mission of providing educational
opportunities and resources to students.
19
A GE A DIE CE #1: DE DE - IDD E

CH GA
This age range values getting into college, being successful in school, and is
excitable about their future. Aspen Spark’s content aligns with their values
in this sense, and showcasing content that will be relevant to them, such as
Khan Academy and other educational supplements. Khan Academy will be a
valuable tool to this target audience due to “increasingly high ‘unfinished
learning’”, which is education that is missed due to being sick, events, or
even the COVID-19 pandemic (Khan Academy, 2020).
According to Pew Research Center, 85% of U.S. teens use YouTube, 72% use
Instagram, and 69% use Snapchat (Anderson Jiang, 2018). This target
audience is heavily based around teenagers, and data shows that screen use
for teenagers has risen 17% in the last two years (Moyer, 2022). Content on
the apps that this target audience uses is easily scalable and has a higher
chance of going viral compared to traditional media.
E A:
20
PA 3: A GE A DIENCE AND PE ONA
A GE A DIE CE #2: GE
DE - I DE GA E E
DE G A HIC /GE G A HIC

Age 5 10 years old
Gender Male/Female
Loca ion United States
Ed ca ion le el Kindergarten/Elementary
Occ pa ion Student
Lang ages spoken Primarily English
CH G A HIC :
Personali Are very curious, excitable, friendly, imaginative, and are
creative problem solvers
Personal al es Self discipline, honesty, sharing
In eres s and hobbies Hanging out with friends, playing games, and after
school activities
A i des Children flow from one activity to the next with a sense of
purpose (Arrow, 2019 .
Lifes le Watching TV, going on their devices. 64 minutes spent watching
TV daily among 5 8 year olds, 39 of children own a smartphone in US.
(Statista, 2022
Preferences and dislikes YouTube is most subscribed kids content
channel in 2022.
Like Audio and visual aids, like to ask the how and why questions.
Dislike Not getting what they want, when things are boring and are not
captivating as they have low attention spans
21
A GE A DIE CE #2: GE
DE - I DE GA E E
CIA EDIA:
Wha are he in eres ed in ha he clien can pro ide They are interested
in learning in a fun and relatively simple way. Play based learning is an
effective practice for deepening understanding and engaging children
(Arrow, 2019 .
Where do he s all hang o online Use educational websites and apps
such as PBS Kids, ABCmouse.com, National Geographic Kids and BrainPOP to
learn and play. Their most popular streaming services are Disney and
Netflix. (Statista, 2020
When do he look for he pe of con en o can pro ide Weekends,
before and after school, shown in class by teachers
Wh do he cons me he con en Entertainment, to learn more about
topics they are interested in
Ho do he cons me he con en Watch videos and play games on tablets
(such as from LeapFrog tablet, Apple, and Amazon Fire Kids Kindle and their
parents phones. It is claimed that using mobile based applications as
assistive technology in a problem based learning process increases
students success and is effective in developing positive attitudes.
(Çetinkaya, 2019 .
J IFICA I :
This target audience was selected because at a young age, children are trying
to figure out what they want to do in their life and typically find out what
hobbies they like or don t like as well as any interests they have. Aspen Spark
can focus their content to be more tailored towards children in kindergarten
or elementary school and make it easy to understand, interactive fun to
watch, all while inspiring them to find things they may be passionate about.
22
A GE A DIE CE #2: GE DE -
I DE GA E E
Play is a way that children have fun and learn at the same time.
According to data, it also supports skills like collaboration,
communication, and creativity (Arrow, 2019 . By utilizing this play
factor, Aspen Spark can encourage this target audience to grow and
want to learn in a fun way.
According to Statista, almost 40 of children in 2022 have a

smartphone that they can use (Statista, 2022 . Including content in
videos that engages this target audience through activities they
already enjoy on devices they have may increase engagement with
materials. Also, Statista has recognized video services like YouTube
and Netflix are considered the best for kids content (Statista, 2020 .
Aspen Spark can recognize that for this age group, engaging videos
and games are a common way to connect with younger students. This
audience is synonymous with short attention spans (Anderson, 2022 ,
so shorter content will be needed. This is acceptable on platforms
such as TikTok, Snapchat, etc.
23
E A:
24
A GE A DIE CE #3: AD E -
I I A I A I E E
DE G A HIC /GE G A HIC

Age 30 49
Gender Female
Loca ion United States; Suburban Neighborhoods
Na ionali American
Mari al S a s Married
N mber of Children if an Mostly have children (1 3 children
Ed ca ion le el Bachelor s Degree in Education
Occ pa ion Teacher
Ann al Income 57,900
Li ing S a s homeo ner ren ing e c Homeowner
Lang ages spoken Primarily English
Poli ical Affilia ion More liberal
CH G A HIC :
Personali Love to communicate, collaborate, are highly empathetic,
patient, bubbly, and energetic.
Personal al es Value family time, making a positive impact in the
community, going the extra mile for their students, striving for a sense of
belonging, bringing joy to everyone around them, and holding high ethical
standards and integrity.
In eres s and hobbies Volunteering in the community, assisting and
promoting education, learning, and personal development, arts and
crafts, hands on learning experiences, content creation on social media
websites, sharing material on Teachers Pay Teachers, and enjoy
meditation.
25
A 3: A GE A D E CE A D E A
A GE A DIE CE #3: AD L E -
I I A I AL I E E
A i de Genuinely care and show extreme kindness, enthusiasm for
teaching and learning, and making a positive impact in their students' lives.
Life le Very consistent daily schedule, striving to share knowledge,
getting their daily coffee, responsibility to care about students' well-being
in and out of the classroom, and remain physically active and engage with
nature. Dedicated to their career and care more about finding a purpose
than their salary.
P efe e ce a d di like
P efe e ce Flexibility and freedom is choosing educational material and
subject matters for their students.
Di like Impatient parents and unsupportive school administrations that
don’t value teacher's opinions
CIAL EDIA:
What are the interested in that the client can pro ide The client can
provide educational content and supplement material to share with their
students They want a good mixture of hands on activity and video content
Content the client can provide them with is for informational inspirational
and educational purposes
Where do the s all hang o t online Usually utilize Instagram
Facebook and Pinterest Pinterest is used to get inspired with new teaching
ideas and to find resources for their classroom YouTube is used to find
videos to play in the classroom and shared with their students for
additional help
26
I I A I AL I E E
Whe d he l k f he e fc e ca ide They look for

content for their daily commute to and from work, dropping their kids off
at school, and for running errands. They are constantly looking at social
media for new products, services, content, and resources they need to
succeed in their career. They love to stay in contact with friends and family
while searching for new knowledge.
Wh d he c e he c e They consume content to become a
better expert in their field and have more efficient and effective teaching
methods, stay up to date on school country standards of learning, find new
ways to engage students, and stay up to date on current trends to relate to
students.
H d he c e he c e They listen to podcasts on Spotify and
Apple Music, watch videos on Facebook, Instagram, and Facebook, read
blogs online about “teacher” topics and stay up to date on current events.
It’s also a way to connect with other educators.
J IFICA I :
After researching demographics, psychographics, and social media usage of
individuals who influence educational material that students are exposed
to, the Talented Teachers target audience was selected as they have a
significant effect on the educational information and content that students
encounter daily. “The average public-school teachers in preprimary,
elementary, and secondary schools in the United States is 76 female,
makes an average of 57,900 per year, and is between 30-49 years old.”
(National Center for Education Statistics, 2018). The Talented Teachers
target audience are well into their years of teaching and have a strong
understanding of the curriculum, how to assess students' performance, and
what disciplinary procedures are the most efficient.
27
I I A I AL I E E
Teachers make an average income of 57,900 per year in the United States
and value spending their energy in inspiring their students to love education
instead of going after careers with higher salaries. They inspire their students
to follow their goals, passions, and interests and can connect them to the
right resources to reach their aspirations.
According to MDR Education, 81 of teachers use social media to “get

inspired with new teaching ideas.” (2019). Teachers use different social
media platforms to select content to teach in their classrooms and find
supplementary activities to expose students to new ideas. Supplementary
resources and tools such as Kahn Academy can help inspire students in new
ways and reinforce specific topics. “Of the 87 of teachers who believed
Khan Academy had a positive impact on students’ ability to work and learn
independently, 38 reported a strong impact.” (SRI Education, 2014). When
teachers choose to implement and utilize sources such as Kahn Academy,
they see improvements in students' acquisition and procedural skills as
students can learn new knowledge without direct help from their instructor.
“The research also showed that through social media, teachers can enhance
interactions between students, between students and teachers, and with
people and resources outside the classroom. All are important for a
student’s sense of belonging in an educational community.” (Michigan State
University, 2020). This target audience truly cares and values a strong
community. This Generation X aged group is a great target audience for the
Aspen Spark Campaign as they use social media consistently to get inspired
to best serve their students, care about their students' well-being and
success, and utilize a variety of resources to implement in and out of the
classroom.
28
I I A I AL I E E
E A:
29
A 4: CA E A D CA ED A A F
CIAL E
CIAL C I
The zone of social community is important because of the main focus
of building strong relationships between target audiences and Aspen
Spark Specifically as a relationship is built students and teachers will
choose Aspen Spark for educational needs and will share the content
to increase engagement and brand loyalty Through this strategy
online likes and comments will help amplify sharing and socializing will
occur through social platforms as Aspen Spark promotes their services
CIAL BLI HI G
Aspen Spark makes use of social publishing through use of YouTube
video and overall publishing content to engage students
CIAL E E AI E
The social entertainment zone should be utilized due to the
personality characteristics and habits of our target audiences This
brings opportunity for play and enjoyment engaging students and
allowing them to enjoy learning overall aiding in memory of
educational topics Aspen Spark can include entertaining content and
videos as well as suggest classroom interactive learning activities to
entertain students In other words Aspen Spark can make videos
engaging and can provide entertaining activities to enhance learning
once students are finished watching the video Resources and
additional learning sources such as Khan Academy also provides
entertainment for students
30
A 4: CIAL E A D CIAL MEDIA LA F M
CIAL EDIA LA F
A I ALE I I A E E
Aspen Spark alread has an established Aspen Spark ill be on Instagram
I AG A follo ing for their account On top of to sho case content that ill
that Instagram is used b man of the inspire audiences to pursue
target audiences and allo s for short learning endea ors that ill spark
form and long form content This is also their passions
a con enient platform for sharing to
further increase a areness of the
Aspen Spark brand
FACEB K Facebook is one of the largest social Aspen Spark ill be on Facebook
media platforms and our target to pro ide a sense of communit
market focuses on a demographic of to bring together inspirational
educators aged educators
BE YouTube is the most subscribed kids Aspen Spark ill be on YouTube to

content channel in Pe pro ide in depth educational long
Research and can be used to form content that encourages
continue posting Aspen Spark s ie ers to seek further
content educational opportunities and
resources
TikTok s demographic data sho s that Aspen Spark ill produce

of their audience is people under entertaining and educational
ears of age Ho arth This is content on TikTok that ill
IK K here t o of the target audiences ill continue to engage students in
be lifelong irtual learning
of students ish to continue
irtual education to some degree after
the pandemic and TikTok is a prime
place for learners to keep that
momentum going Leslie
Man brands ha e posted educational
content on TikTok that ith a strong
hook to engage ie ers ith content
has recei ed high numbers of ie s
and shares
31
A 5: C EA I E A EG
C EA I E A EG
CA AIG #1: " A K F HE H"
This campaign in ol es highlighting influential people ho ha e found

their spark here the ill be inter ie ed in short ideos to inspire
other people to find their o n spark
32
A 5: C EA I E A EG
A K F HE H
33
A 5: C EA I E A EG
A K F HE H
34
A 5: C EA I E A EG
A K F HE H
35
PA 5: C EA I E A EG
A K F HE H
E A LE :
The first example is an Instagram carousel of Aidan Kohn Murph

sharing his spark in a video as well as graphics to give viewers a
background of who he is and the ke takeawa s from his video The
second example will be the first two seconds of a TikTok Spark of the
Month video with Sofia Ongele where she will share her spark with
middle and high school students
36
PA 5: C EA I E A EG
C EA I E A EG
CA AIG #2: "LE HE LIGH B LB"

Thi cam aign f c e n c ea ing engaging and c ea i e ed ca i nal
c n en a ge ed a d nge den Lenn he Ligh b lb ill
be a fic i nal cha ac e ma c ha ill be a main eake in he
c n en a cia ed i h hi cam aign
37
PA 5: C EA I E A EG
LE HE LIGH B LB
38
PA 5: C EA I E A EG
LE HE LIGH B LB
39
PA 5: C EA I E A EG
LE HE LIGH B LB
E A LE :
Multiplication
with Lenn the
Lightbulb
BE IDE
Multiplication with Lenn the Lightbulb
LE FFED
The first example shows a sample YouTube video title screen

Lenn the Lightbulb will be the main focus of these videos to make
the videos more appealing and engaging to ounger students The
second example is a Lenn stuffed to that will be mailed out to
students who enter a giveawa through those YouTube videos
40
PART 5: CREATI E STRATEG
C EA I E A EG
CA AIG #3: "FI D A K"
Thi ca aig i l e he c ea i f a Faceb kg i h he

i e i f b ildi gac i f eache a d ed ca a d
he ld The e ill be gi ea a f eache h ha e h he
f d hei a ka d h i i i a f he fi d
hei
41
FI D A K
42
FI D A K
43
FI D A K
E A LE :
Thi i a e a le f a f
he Faceb k eache g
i de e gage eache
a de c age he ha e
h A e S a k ha
i fl e ced he i hi he
g Thi ill e d
f h a d he eache
ill be e likel li e
hei ee ha lel
ad e i e e The cla
lie a a i ce i e ill
e c age eache eak
ab hei e e ie ce
44
C EA I E A EG
CA AIG #4: "F LL HE A K"

Thi ca aig h ca e e e d ha eache a d ed ca a e
ili i g hel e le fi d hei a k C e ill be h I ag a
i h a bl b ab he e d a d a i e ie i h he eache
45
A 5: C EA E A EG
FOLLO HE A K
46
A 5: C EA E A EG
FOLLO HE A K
47
A 5: C EA E A EG
FOLLO HE A K
E AM LE:
This is an example Instagram post

from the campaign and features the
highlighted trend and teacher
48
A 5: C EA E A EG ( A B)
INFL ENCE MA KE ING
IM O AN E M :
EMV Post is the estimated media value EMV that each
EM / O :
post is expected to generate This will give a good idea
for the value that you can expect for each post
INFL ENCE Influence score is calculated using artificial intelligence

and represents a numerical value for how influential a
CO E:
particular influencer is This can be useful for
understanding the overall impact of one influencer
compared to another
Klear has technology that uses machine learning to

E EACH: predict the number of real views that an influencer will
get for each post This is a helpful metric for accurately
predicting impressions on a post
Total fans represents the total amount of fans that a

O AL FAN : particular influencer has across all social media
platforms This is a good way to see their overall
popularity on social platforms instead of just one
Pods or influencer pods are not a good thing to have on

OD : an influencer s profile They are groups of influencers
who work together to boost each other s engagement in
order to get brands to use them Pods fluff up the data
of an influencer and present them in a potentially better
light than they would be without it
49
A 5: C EA E A EG ( A B)
INFL ENCE MA KE ING

CAM AIGN
50
PA 5: C EA I E A EG (PA B)
INFL ENCER MARKE ING

CAMPAIGN
HANK GREEN
51

CAMPAIGN
52

CAMPAIGN
JOE HAN ON
53

CAMPAIGN
54

CAMPAIGN
55
A 5: C EA E A E ( A B)

CAMPAIGN
SAMPLE CON RAC :
56

CAMPAIGN
SAMPLE CON RAC :
57

CAMPAIGN
SAMPLE CON RAC :
58
A 6: AC A A & CA ED A C E CA E DA
AC I A ION PLAN
59
AC I A ION PLAN
The plan will begin with Aspen Spark revitali ing their social media
accounts Some accounts are not utili ed often and some accounts
need to be created such as a Facebook account In this Aspen
Spark will need to post consistently on Instagram Facebook and
YouTube on their main pages in order to engage audiences as well
as to spread awareness of its mission Aspen Spark is responsible
for posting regularly as well as responding to comments received
on posts If there are questions or concerns on a post it is
recommended that they respond to them within hours These
posts need to be on a weekly basis in order to remain present in
consumers minds This will then achieve the overall objective of
bringing awareness to the Aspen Spark mission
Facebook will be utili ed and posted on for a campaign to engage

teachers This will be the responsibility of Aspen Spark to begin a
Facebook page for teachers and to post weekly to engage teachers
in conversation Also every other month there will be a giveaway of
Aspen Spark branded classroom materials pencils notebooks
erasers and calendars in order to encourage teachers to share
their experiences with Aspen Spark which will begin in February
60
AC I A ION PLAN
A e S a k ill e Y T be i hi a cam aig e gage

eleme a de I hi a ligh b lb cha ac e ill be fea ed
i ide ha ill be ed e e he eek The e ill al be a
gi ea a f Le he Ligh b lb ffed a imal m e he
Y T be e ie hich ill cc i Ma ch J e Se embe a d
Decembe
I fl e ce ill be ed i cl di g Ha k G ee a d J e Ha e i
de ead a a e e f h A e S a k i i he ed ca i
c mm i A e S a k ill be e ible f eachi g he e
i fl e ce e e hem make a a da ha e
hei ed ca i al j e a d e e e A e S a k I ill be
e e ed ha Ha k G ee ce i N embe d i g a i al
ed ca i eek a d i ill be a ked f J e Ha e h ee
e a a e ime h gh he ea i Ja a Ma ch a d A g
61
AC I A ION PLAN
A I ag am a d TikT k cam aig ill be ili ed e gage high

ch l de Th gh he cam aig he e ill be a a k f he
m h i hich a fe i al ill ha e hei a d hi ill be
ed a he begi i g f each m h I e ac i e ie ill al be
ed he A e S a k I ag am i de e c age e
i e ac i h he b a d a d ha e hei ie The e ill be ed
m e eg la l a lea ime a eek i de emai e e i
e mi d The f ll a k e e a i ed ca i al e d
ill be ed ab e e h ee m h emai e e i he field
a d e e ai e i h e ibili ie Th gh TikT k A e
S a k ill i i a i al ide i hi he a k f he m h
m i each m h
I ge e al A e S a k ill be e ible f eachi g c e

c ea a ell a i g Each ac ic ill be ela i el i e e i e b
i fl e ce ill eed be aid a d he e a e c f he
gi ea a A e S a k ca al m e Faceb k a d
I ag am hich ill ha e a mall fee Th gh each f he e ac ic
A e S a k ill achie e i e all g al f eadi g a a e e fi
mi i a d he b a d ca de el a la ge f ll i g
62
A 7: A A E& EA E
MANAGE & MEAS RE
All he bjec i e ha ha e bee e f A e S a k i l e

diffe e f m f e gageme me ic like e f ll e al
ie like a d ha e ill all be im a de e mi e he
effec i e e f he cial media cam aig
E e cial media a ha A e S a k ill e c e

ha b il i i igh l ha ill all ie me ic like al
ie f ll like click a d m e U i g a la f m like
H i e A e S a k ca ee all he da a e da hb a d a d
e ie a da a make deci i O f ha H i e ha a
fi di c c de ha ill ed ce he c f i gi
Each h ld h ld c m le e h e a a e c
de el a g d ela i hi i h hei a die ce Acce ibili i
al im a kee i mi d maki g ha ha e
de c i i e ca i f image a d cl ed ca i f ide
c e ill i i e e e e ie A e S a k c e
63
A 7: A A E& EA E
MANAGE & MEAS RE
If he e i a i f ma i ha i l e child e i m f ll
COPPA ced e hich i l e ifie a e a d g a dia
bef e i g he ca alida e i f ma i a d gi e c e
hei child e bei g ed A e S a k cial media Al
FTC ha g ideli e i fl e ce ma ke i g ha A e S a k ill
ha e f ll ch a clea l a i gi ha he a e a i g
a i fl e ce m e hei b a d
Fi all A e S a ki a fi ga i a i he e a e
e ic i i ellec al e fi a cial i f ma i A
me i ed ab e A e S a k ill ha e b ai e mi i f m
a e a d g a dia c e ha ha ic e f mi
64
A 8: B B A
BIBLIOGRAPH
65
PART 8: BIBLIOGRAPHY
BIBLIOG APH
66
PART 8: BIBLIOGRAPHY
BIBLIOG APH
67

Aspen Spark Proposal

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MKTG 410: S M M

ACTIVE SOCIAL CHANNELS

AUDIENCE SI E 13 MILLION DEN , 850K EACHE

ADAP I E AND PE ONALI ED DEN

ACTIVE SOCIAL CHANNELS

AUDIENCE SI E 27 MILLION LINKEDIN E , 101K

EL ON A LO OF ELF-P OMO ION ON

C EDIBLE AND PE ONALI ED LEA NING

EAKNESSES A GE ED MO E FO OLDE DEN ,

ACTIVE SOCIAL CHANNELS

AUDIENCE SI E O E 880K FOLLO E ON FACEBOOK,

A GE A O NGE AGE DEMOG APHIC

ACTIVE SOCIAL CHANNELS

O E 2.7 MILLION FOLLO E ON

PO M L IPLE IME A EEK EFE ING

C EDIBILI (ACC AC AND

27 MILLION+ FOLLO ERS ON T ITTER

POSTS ER FREQUENTL , ITH

GREAT BRAND RECOGNITION, HIGH A G.

EA E E HIGH OLUME OF POSTS CAN

1) SHORT FORM CONTENT

4) USER GENERATED CONTENT

SOCIAL MEDIA AUDIT

STATISTICS & MEASUREMENT

SOCIAL MEDIA AUDIT

Wha i he A e S a k alki g ab cial edia

Wh alk ab A e S a ka d ha i bei g aid

Increase average views per TikTok video from to per video by

Increase followers on Instagram from to by January st by

Increase views on YouTube videos by by January st by

Increase overall engagement through comments and shares by

Create a Facebook page and gain followers in order to reach adults

DE G A HIC /GE G A HIC:

A GE A DIE CE #1: DE DE - IDD E

DE G A HIC /GE G A HIC

According to Statista, almost 40 of children in 2022 have a

DE G A HIC /GE G A HIC

Whe d he l k f he e fc e ca ide They look for

According to MDR Education, 81 of teachers use social media to “get

BE YouTube is the most subscribed kids Aspen Spark ill be on YouTube to

TikTok s demographic data sho s that Aspen Spark ill produce

CA AIG #1: " A K F HE H"

This campaign in ol es highlighting influential people ho ha e found

The first example is an Instagram carousel of Aidan Kohn Murph

CA AIG #2: "LE HE LIGH B LB"

Multiplication with Lenn the Lightbulb

The first example shows a sample YouTube video title screen

CA AIG #3: "FI D A K"

Thi ca aig i l e he c ea i f a Faceb kg i h he

CA AIG #4: "F LL HE A K"

This is an example Instagram post

INFL ENCE MA KE ING

INFL ENCE Influence score is calculated using artificial intelligence

Klear has technology that uses machine learning to

Total fans represents the total amount of fans that a

Pods or influencer pods are not a good thing to have on

INFL ENCE MA KE ING

INFL ENCER MARKE ING

INFL ENCER MARKE ING

INFL ENCER MARKE ING

INFL ENCER MARKE ING

INFL ENCER MARKE ING