Campaign Strategy: Zen Donkey Farms

Zen Donkey Farms is a Kansas City local organic juice and beverage company that also implements an element of therapeutic experience with donkeys to help customers nourish their bodies and minds. Our team's mission was to create a campaign strategy for the month of June, focusing on celebrating summer locally. We worked both synchronously and asynchronously to create a campaign that seeded ideas for social media, email and web marketing.

The marketing team consisted of myself and two classmates who are also studying digital marketing, advertising and public relations. We worked together to form the overall idea of "Celebrating Summer Locally", which turned into our campaign message. Together we formed a general goal to achieve during the duration of the campaign and research different audience archetypes to form an overall audience persona. We then developed our brand voice, using the words "mindful", "intentional", "holistic" and "compassionate" to describe how we would approach our audience on social media.

After creating our overall campaign goal and strategizing, we started working on specific social media strategies. We started by identifying which platforms would be most effective. We then divided the work and individually made mock-ups of different social media post examples. I worked on the Facebook posts, while my teammates worked on Instagram and TikTok. Along with social media, we collectively worked on email mock-ups that would be sent to email subscribers. My teammates then designed banner ads for online advertising, while I designed the "landing page" that customers would go to. This landing page is how we will track the success of our campaign.

After creating our overall campaign goal and strategizing, we started working on specific social media strategies. We started by identifying which platforms would be most effective. We then divided the work and individually made mock-ups of different social media post examples. I worked on the Facebook posts, while my teammates worked on Instagram and TikTok. Along with social media, we collectively worked on email mock-ups that would be sent to email subscribers. My teammates then designed banner ads for online advertising, while I designed the "landing page" that customers would go to. This landing page is how we will track the success of our campaign.

Finally, we put together a content schedule for the four weeks in June. This calender covered what days, times and type of content that would be posted on Instagram, Facebook, TikTok and email.