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.
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 S
Sample Solution
