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Assignment Brief
BST356 Digital Marketing
Task: Social Media Marketing Strategy
Produce a report that proposes and justifies a social media marketing strategy
based on the client brief.
Deadline: 11am, Monday, 14th March - Submission via Learning Central
The Client Brief
Your client is PhysioSpace. The client would like you to develop a social media
marketing strategy that will enable them to achieve the following objectives.
1. Increase engagement across the client’s social media channels by 50% by
October 2022.
Develop a more structured, steady stream of content marketing that promotes core
aspects of the client’s business (e.g., physiotherapy, pilates, health, corporate wellbeing,
massage, yoga, fitness) in order to increase engagement on their social media channels
with their target customer profiles.
2. Increase the client’s Instagram followers by 2k, their Facebook followers by
1k and their Twitter followers by 200 by December 2022.
The increased following on social media should allow Physio Space to achieve increased
enquiries and booked appointments by focusing on quality followers (as opposed to merely
an increased quantity of followers).
3. Increase user generated content (e.g., reviews) across social and/or
digital channels.
Help the client to turn its customers into advocates for their business. The client would like
to move customers from having a "transactional psychological contract' with PhysioSpace
to them feeling invested in a "relational psychological contract" with PhysioSpace. The
client wants their customers to rave about their positive experiences with PhysioSpace on
review sites and on their own social media profiles.
2
Additional client information
Target market:
The main geographic market for PhysioSpace is individuals in Cardiff and its
immediate surrounding areas that are interested in health, fitness, exercise, and
wellbeing (including pilates & yoga). Specifically, the main customer profiles are
below:
• Customer profile #1: sporty individuals with sports or over-use injuries looking
for treatment.
• Customer profile #2: older consumers with degenerative injuries looking for
treatment.
• Consumer profile #3: consumers interested in health, fitness, and exercise,
looking for exercise classes (pilates, yoga) and preventative physio.
• Customer profile #4: corporate clients.
Business priority areas
• Business-to-consumer: Promoting preventative exercise in the general
population and local clients.
• Business-to-business: Working with more corporate clients to provide
employee wellbeing services.
Current social media channels
Instagram is the best performing channel at present. The client typically create
content for Instagram, then share this content to Facebook and Twitter rather than
creating content tailored to each platform. On Instagram, the client posts pictures
and videos on their feed, as well as stories (including highlights) and a handful of Reels.
Video content seems receive the most interaction. The company is too commercially
focused with their content, and they feel that bringing a more educational health,
wellbeing and lifestyle focus to the page may enable them to increase engagement.
Social media engagement rate1
Current social media engagement rate based on latest PhysioSpace posts on
Instagram is approximately 3%.
Strategy budget
The client has a monthly social media marketing budget of £500.
Report Format
Word Limit
The report should be 3,500 words long (+/-10%). The cover page, executive
summary, contents page, reference list and any appendices are not included
in the word count, however all other content is included (including figure
headings, tables and in-text citations). Use appendices only when absolutely
necessary.
Style
The report should be written and presented in a professional style appropriate
for presentation to the client. Keep the intended reader in mind when writing
your report.
You may create/use tables, diagrams, images, and infographics to make your
report more engaging, and to communicate your proposed strategy more
effectively.
In addition to the main body of the report (social media strategy), you must
also include:
Cover Page
Must include:
• Report title
• Student number
• Module code (BST356) and name (Digital Marketing)
• Word count
Executive Summary
A brief summary of the report, no more than 150 words long. Typically, this
should include the aim of the report, what the proposed strategy consists of,
the rationale behind it and how it addresses the client’s objectives.
Contents Page
A list of section headings and sub-headings with corresponding page numbers.
Reference List
Follow the Cardiff University Harvard referencing style (see guidelines on
Learning Central).
