Part 1:

• Choose a North American sports wear or yoga brand
• Provide a brief description of the brand and overview of the industry it operates in.
• Include the target audience profile for the brand you have chosen (include psychographics, behaviours, motivations, pain points) and the best way to reach them online. Provide research to support your assertions.
• What is the brand's current content strategy?
• Include social channels used, voice, topic focus (focus on the past 6 months). Provide current examples/research to illustrate.
• Define a content focus, specifying at least three themes.
• Include your rationale for your content focus.
• Provide research to support your points. (If you believe the brand should continue to use its current approach that is fine. Explain why and back it with research to support your point.)

Part 2:

Generate one content idea using each of the five following methods listed below. Show your research (include screenshots and citations where appropriate). Only two content ideas can be created specifically for social media posts:

• Social listening or monitoring. Your social listening data must be from the past three months.
• Keyword research. Use any free tool to determine keywords and explain why you've chosen the keyword or keyword phrase for your brand at this time.
• Competitor analysis. Explain what makes your idea original or different from the competition's. Provide the competitor's sample you used as inspiration.
• News stories/current events. The idea must be inspired by current news, broader world events, or an upcoming event. E.g. Earth Day, National Friendship Day, Mental Health Awareness Month.
• Empathy map. generate an empathy map and generate an idea from it. Include the empathy map with your idea.

Part 3:

• For each idea generated in Part 2 of the assignment include a headline and a blurb outlining the story. If it's a social post, include the complete caption.
• Explain your rationale for choosing each idea and what "gap" it fills. (The idea must be original or with an original spin to differentiate it.)
• Specify the formats for each of the content ideas, such as blog, social media post, video, reels, podcasts, webinar, infographic, white paper.
• In one or two sentences, specify what part of the funnel or customer journey it is created for and the objective of the content. (For example, "awareness content designed to drive or attract traffic to the website".)