Case study

Neverending Bookshop (NBS)

NBS is a small business situated in Primrose, Germiston. It was established in 2004 by Michelle du Bruyn with the aim of providing affordable reading to everyone. Services include buying and exchanging of books, Pargo pick-up point as well as editing and proofreading by a qualified copy editor.

Thus far, Du Bruyn has achieved success, but her goal is to maximise its exposure and reach. The business relies on word of mouth and uses WhatsApp and Facebook to communicate with existing and potential clients. The business also has a website and customers are directed to bidorbuy to make a purchase.

See the following links to view their current website and Facebook page:

Website - https:/everendingbookshop.wixsite.comeverendingbookshop

Facebook - https://www.facebook.com/Neverendingbookshop/

In the next few months, Du Bruyn plans to work on the following aspects to achieve her goal:

• To make the website more engaging and enhance searchability
• To enable customers to purchase directly from NBS
• To take advantage of mobile and e-mail marketing
• To expand the online community using Instagram and Twitter

Du Bruyn is determined to achieve her goal. She has hired you as a digital marketing specialist to assist her and suggest creative ways of increasing the online presence of her business, especially in response to the COVID-19 pandemic.

Question:

Social media campaign: Design a relevant social media campaign for the SMME based on the two social media channels that the business would like to pursue (refer to the case study). You are required to do the following:

Provide a summary of the campaign (be creative and original).

Creat advertisements for the two social media channels based on your campaign idea.

Use any software that is convenient for you and provide a screenshot of each advertisement.

Describe the social media advertisements that you have created for the SMME and explain your design reasoning.

Make specific recommendations in terms of how the SMME can further expand on the use of social media.

Marking Rubic

Provide a detailed practical discussion: > Design a relevant social media campaign for NBSBooks based on the two social media channels that NBS Books would like to use according to the case study. 3* Provide a brief summary of your campaign idea. > Create advertisements for NBBooks for the tvrro social media channels. Provide a screenshot of each advertisement that you created. Summary of campaign idea has not been provided. The M0 social media advertisements have not been created for NBSBooks. No recommendations have been made for NBSBooks or they are not based on how the business can further expand on the use of social media. Copied from the prescribed material, intemet or other source. Summary of campaign idea has been provided but it is very vague. The two social media advertisements have been created for NBSBooks but the incorrect social media channels were identied. The two social media advertisements have been adequately designed but not related to the campaign idea. The two social media advertisements have not been described or the description is very Correct social media channels identied. Adequate summary of campaign idea has been provided. The two social media advertisements have been created for NBS Books. The two social media advertisements have been adequately designed and related to the campaign idea. The two social media advertisements have been adequately described. Adequate explanation of design reasoning. Correct social media channels identied. Comprehensive summary of campaign idea has been provided. The two social media advertisements have been created for N85- Books. The two social media advertisements have been well designed and are well suited to the campaign idea. The two social media advertisements have been well described. Excellent explanation of design reasoning. 30% > Describe the advertisements and explain your design reasoning. > Make specic recommendations in terms of how NBS Books can further expand on the use of social media. vague. No or very vague explanation of design reasoning. or The two social media advertisements have been created for NBSBooks but no effort put into it (iust a simple image used) with no relation to the campaign idea. The two social media advertisements have not been described or the description is very vague. No or very vague explanation of design reasoning. A few recommendations have been made for NBSBooks based on how it can further expand on the use of social media but they are very vague. or One social media advertisement has been created for NBS Books. The social media advertisement has been well designed and well suited to the campaign idea. The social media advertisement has been well described. Excellent explanation of design reasoning. A few specic recommendations have been made for NBS Books based on how it can further expand on the use of social media. Sufcient detailed recommendations have been made for NBS Books based on how it can further expand on the use of social media. The student demonstrates excellent knowledge and understanding of social media