2017 TTU PR Showdown: Creative/Social Media Challenge
Your Challenge: It’s time to put your social media and creative skills to the test! The NCAA has partnered with corporate sponsor Amazon to revive the NCAA Mascot Challenge (previously sponsored by Capital One). Your team members work for TTU Athletics Communications and Promotions & Fan Engagement. You are tasked with ensuring that Raider Red is rightfully acknowledged as the best mascot in college athletics.
Per the contest rules, mascots can score points in the challenge a variety of ways:
- Mascots score one point each time a fan votes for them on the official Amazon Mascot Challenge webpage (www.amazonmascots.com). Each fan can vote once daily.
- Each week, fans can upload clever, funny, creative photos to the official contest page. These photos must integrate their favorite mascot in some fashion and feature their mascot’s unique hashtag (#RaiderRed). Each week, visitors to the page can vote for their favorite photos. The photo with the most votes at the end of each week earns 100 points for the mascot featured/tagged in the photo.
- Fans can vote once daily via an Alexa enabled device (Echo, Dot, Tap, etc.) by simply asking Alexa to vote for their favorite mascot (e.g., “Alexa—vote for Raider Red at Texas Tech”). Each of these votes scores 5 points.
The contest will run from Aug. 26, 2017, through Dec. 9, 2017. A leaderboard on the website—updated in real-time—will show where each mascot currently ranks in the competition.
Apply your social media and graphic design skills to generate a social media proposal in response to this challenge. The proposal should feature strategic, creative, and engaging content. This content should be clearly based on digital principles as well as best practices related to graphic design.
Social Media Campaign Proposal (up to 3 written pages + digital assets)
The following subheadings and sections should be present in your document:
- Goal: Clearly state the goal for your campaign based on the challenge above.
- Target Public(s): Briefly describe the target public(s) you choose. Explain why these publics are appropriate for the case study.
- Social Media Tools: Identify the social media platforms that would engage the target public(s) best. Explain why these platforms were chosen and why they are appropriate for targeting your chosen publics.
- Recommended Content Plan: Description of planned messages (posts) for each platform. There are no requirements in terms of content cadence, tone, etc. However, you must justify your recommendations. The messages can be the same across platforms, but must be appropriate for the platforms used (e.g. 140 characters for Twitter). In each post, include appropriate features of that platform (e.g. include hashtags for Twitter).
- Content Plan/Calendar Spreadsheet: Create a content calendar with one week’s worth of client-ready content to achieve the goals you set. The content calendar should detail suggested timing for publishing the content (days/times), messaging and links to images/graphics (e.g. the client should have everything they need to publish the content on their social media channels). You can select any week during the competition to focus on.
- Images/Graphics for Content Plan: Images and graphics for the content plan must be correctly sized for each platform and should be uploaded to a Flickr album, Google Drive or DropBox. Hyperlink images in the spreadsheet so they are easily retrieved. (Please note: the same images can be used across platforms for consistency, but justify your choices in the campaign proposal.)
Ask today’s challenge mentors! You can also reach them via email until 8 p.m. tonight and starting again at 8 a.m. tomorrow.
|Dr. Eric Rasmussen
|Dr. Trent Seltzer
Important Details Below!
Due: All entries must be submitted via Blackboard by 11:59 a.m. tomorrow (March 3).
Formatting: 12-point Times New Roman font; 1-inch margin on all sides, single-spaced with bolded sub-headings for each bolded section outlined in the instructions.
Graphics: Graphics and images must be original, royalty free (non-watermarked) or cited properly if borrowed to highlight a point. They should all be included in the same file (PDF, MS Word, etc.) as your plan—we want to send only 1 file from your team to the judges.
Judges for the Creative/Social Media Challenge:
- Allison Matherly, Public Relations Instructor, College of Media & Communication, Texas Tech University
- Clara McKenney, Graphic Designer, College of Media & Communication, Texas Tech University
- David Peveto, Assistant Account Executive, anthonyBarnum Public Relations