Content Calendar

Case Study.
The client is Heartland Humane Society. First you should read the Case Study PPTX, as well as the Visual Identity Brand Book.

Your task will be to complete a Content Calendar with worksheets on 4 Integrated Marketing Channels — Traditional, Mobile/Digital/Web, Social Media, and Promotions.

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Start by identifying your 15 tactics and place them in the color-coded table on the right-hand-side of the table on Worksheet 1. Now plot the 15 pieces in the calendar using good flight scheduling decisions. A word of advice, be sure you save your spreadsheet along the way as you move from worksheet to worksheet.

Next go to each of the remaining four worksheets and complete the table, noting the Campaign Title, Hierarchy Goal, Call to Action, Description, Media Channel, Visuals needed, Persona, Keywords, #Hashtags, URLs, Hyperlinks to Heartland, Metrics to Measure, Content Publishing Date, Repetitions, Budget, Lead person. In some cases the answers are available in the Case Study and Brand Book; In other cases, you should be creative with your ideas, details, and descriptions.

Please use this Final Excel Content Calendar Worksheet provided. Here is the rubric for scoring this final exam.

Content Calendar for Final Exam Heartland

Heartland Humane Case Study

Heartland-brand-book-for-screen

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