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.
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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.

1 Forbes (2020). Are You Using The Right Formula To Calculate Your Social Media Engagement Rate?,
Retrieved from: https://www.forbes.com/sites/forbesagencycouncil/2020/05/14/are-you-using-the-right-
formula-to-calculate-your-social-media-engagement-rate/?sh=f341a350b8c2
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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).




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Suggested Report Structure

Executive summary (not included in the word count)
(approx. 150 words)

Introduction
Brief and to the point. Introduces the structure and contents of the plan and
provides a background to the report.
(200 – 300 words)

Situational analysis
This part will provide an overview of internal and external analyses of the
company and the business environment affecting the business.
(800 – 1,000 words)

Strategy
This is the overarching theme that brings all subsequent tactics and actions
together.
This part discusses your proposed strategy based on the situational analysis
and objectives set in the client brief.
Your strategy should be linked to at least 2 other digital marketing
topics/areas covered on the module beyond social media marketing.
(600 – 800 words)

Tactics & Actions
These are the specific details about how the strategy will be executed and
the objectives will be met. Here you will discuss the e-tools you plan to use in
the sequence or stages guided by the strategy and their implementation.
In this part you may also wish to discuss the budget and resources forecasted.
(1,000 – 1,200 words)

Control
Here you will discuss the control mechanisms and contingency planning that
should be in place to ensure the successful execution of your strategy.
(200 – 300 words)

Conclusion (optional)
Here you will provide key summary points of your digital marketing plan.
(100 - 200 words)



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Assignment Marking Criteria
Your report will be assessed according the following marking criteria. Please refer to
the guidance provided here when completing the assignment.


Criterion Weighting Guidance
Situational
Analysis &
Strategy
Justification
30% Your situational analysis should offer an insightful discussion of
the client’s current social media performance, identifying
strengths & limitations. It should also review competitors’ digital
performance & identify any other relevant internal or external
environmental factors that should be taken into consideration.
Your report must convince the client that your proposed
strategy will enable them to achieve their objectives.
Academic and industry sources should be used to justify your
proposed strategy. You must refer to theories covered in class
and/or in academic books and journal articles. Well-argued,
convincing reports will be rewarded. Strategies based on
assumptions or opinions with no clear theoretical or factual
underpinning will receive a low mark.

Strategy
Content
40% Your proposed strategy must be suitable for the client & should
address all three of their objectives. The client should be able
to implement your proposed strategy based upon the
information provided in your report (e.g., What will be posted,
on what platforms, and when?). Highly detailed strategies will
be rewarded. Strategies that are vague and do not provide
specific, actionable tactics will receive a low mark.
You will be rewarded for original, interesting, and ambitious
strategies that show evidence of independent thought. Simply
replicating pre-recorded core topics will not achieve you high
marks.

Presentation 15% The report should have a logical structure, using headings and
sub-headings to structure content and guide the reader.
Writing should be clear and concise. The tone should be
appropriate for a professional report. Please write in third
person. Figures and tables should have numbers and
headings. Creative presentation, including effective use of
tables, images, and diagrams, will be rewarded.

Referencing 15% All information must be appropriately referenced using the
Cardiff Business School Harvard Referencing style (a guide is
available under the ‘Group Assignment’ section on Learning
Central).