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Module 4.2

Campaign Planning & Execution

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 1 hour

Session Objectives

  • ✅ Plan a one-week social media campaign
  • ✅ Create engaging captions with effective CTAs
  • ✅ Implement hashtag and engagement strategies

Content Mix: The 80/20 Rule

80% Value

  • Educational tips
  • Industry insights
  • Behind-the-scenes
  • User stories
  • Entertainment

20% Promotional

  • Product launches
  • Sales & offers
  • Event announcements
  • Service promotions

Remember: People follow for value, not ads!

Best Times to Post (Nepal)

Platform Best Days Best Times (NPT)
Facebook Tue-Fri 8-10 AM, 7-9 PM
Instagram Mon-Fri 11 AM, 6-8 PM
LinkedIn Tue-Thu 7-9 AM, 5-6 PM

Test and analyze: These are starting points. Track your own data!

Hashtag Strategy

Instagram

  • Use 5-10 relevant hashtags
  • Mix: niche + popular
  • Research competitors
  • Create branded hashtag
  • Add in first comment (cleaner)

LinkedIn

  • Use 3-5 hashtags max
  • Professional & specific
  • Follow trending topics
  • Don't overdo it
  • Include in post text

Hashtag Research

How to Find Good Hashtags:

  1. Check competitor posts
  2. Use Instagram search/explore
  3. Look at related hashtag suggestions
  4. Mix sizes (10K, 100K, 1M+ posts)
  5. Avoid banned/spammy hashtags

Tools: All Hashtag, RiteTag, Display Purposes

Engagement Best Practices

  • Respond quickly: Reply to comments within 1-2 hours
  • Ask questions: Encourage discussion in captions
  • Use polls & quizzes: Interactive Stories features
  • Tag others: Mention relevant accounts
  • Share user content: Repost customer photos/reviews
  • Join conversations: Comment on others' posts

The Golden Hour

First hour after posting is critical!

  • Algorithms favor early engagement
  • Be online when you post
  • Respond to comments immediately
  • Share to Stories
  • Engage with other accounts

Caption Writing Formula

Hook → Value → CTA

  1. Hook (First line): Grab attention
    • "Stop scrolling if you want to double your engagement..."
  2. Value (Body): Deliver useful content
    • Tip, story, insight, or solution
  3. CTA (Last line): Tell them what to do
    • "Save this for later! Which tip will you try first?"

Strong CTA Examples

  • "Double-tap if you agree!"
  • "Save this for later!"
  • "Tag someone who needs to see this!"
  • "Which tip will you try first? Comment below!"
  • "Share this with your team!"
  • "Link in bio to learn more!"

Scheduling Tools

Free

  • Meta Business Suite (FB/IG)
  • LinkedIn native scheduler
  • Buffer (limited)
  • Later (limited)

Paid

  • Hootsuite
  • Buffer Pro
  • Sprout Social
  • CoSchedule

Benefits

  • Consistency
  • Batch scheduling
  • Analytics
  • Team collaboration

One-Week Campaign Structure

Example Week (Instagram):

  • Monday: Educational carousel (Pillar 1)
  • Tuesday: Behind-the-scenes Story
  • Wednesday: Quick Reel tip (Pillar 2)
  • Thursday: User testimonial/feature
  • Friday: Quote + personal story
  • Weekend: Lighter/entertaining content

Hands-On Activity

Activity: Plan One-Week Campaign

Create 5-7 Posts Including:

  1. Full post copy/caption (with emojis if appropriate)
  2. 5-10 hashtags (Instagram) or 3-5 (LinkedIn)
  3. Visual concept (describe or create mockup)
  4. Platform and posting day/time
  5. Content pillar it supports
  6. Clear CTA at end of caption

Time: 30 minutes

Module 4 Deliverables

  1. 1-page strategy outline:
    • Objectives
    • Target audience
    • Platform choice (with reasoning)
    • Content pillars
  2. 1-week posting plan:
    • 5-7 posts with full copy
    • Hashtags included
    • Visual concepts or mockups
    • Scheduling plan

Mini Rubric (10 points)

Criteria Points
Strategy coherence & platform fit 4
Schedule completeness 3
Copy quality & CTA 3

Common Campaign Mistakes

  • ❌ Inconsistent posting (active then silent)
  • ❌ Too promotional (always selling)
  • ❌ Ignoring comments and engagement
  • ❌ Generic captions ("Check out our product!")
  • ❌ Wrong hashtags or too many
  • ❌ Posting at random times
  • ❌ No clear CTA

Quick Tips for Success

  • ✨ Be consistent: Better 3x/week than random
  • 🎯 Engage authentically: Real conversations build community
  • 📊 Track metrics: Monitor what content performs best
  • ⏰ Post when audience is active: Check insights
  • 💬 Respond to all comments: Especially in first hour

Resources & Tools

  • Scheduling: Meta Business Suite, Buffer, Later, Hootsuite
  • Hashtags: All Hashtag, RiteTag, Display Purposes
  • Design: Canva, Adobe Express
  • Analytics: Native platform insights, Iconosquare

Next Steps After Module 4

Your Social Strategy is Ready!

  • ✅ Platforms chosen and profiles optimized
  • ✅ One-week campaign planned
  • ✅ Engagement strategy in place

Coming Up Next:

Module 5.1: SEM Fundamentals & Keyword Research

Thank You!

Build Your Social Presence Strategically

Next: Module 5.1 - SEM Fundamentals & Keyword Research

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