RUBRIC:
1. Majestic Homes Utah Inc. Official Facebook Page
The Facebook page I created is for a local home building company that I've worked for nearly 5 years. Its called Majestic Homes, based out of Riverton, UT. They've been around for over 25 years and survived the financial recession in 2008. Although business has picked up since then its still not producing like it did before the crash. They have great customer relations and most of their business comes from referrals. I figured if they had a Facebook along with their website, they would be able to reach out to more people and hopefully increase home sales.
So after the first month with out advertising I started to realize that the page wasn't going to be enough by itself. Although Majestic Homes has been around for over 25 years so they're know widely to the public. So I decided to start up an ad campaign that would hopefully get our name out their to the new and younger audiences. This ad Focused only on mobile devices such as cellphones and iPads.
This test ads has been running for a little over three days now and I've been pretty satisfied with the results. Our calls tripled and we already had potential buyers visit homes for sale. In three days we've reached 6,381 people with 17$ spent. Today Im putting out a new ad that will target desktop as well as mobile news feeds.
My next goal will be to update http://www.majestichomesutah.com/ which is Majestic's website that hasn't been updated in 4 years. Hopefully once this is updated customers that we have reached through Facebook marketing will be able to go to our site and see current homes and land lots for sale with further details regarding location and price.
2. Campaign Plan Includes FOUR MARKET PERSONAS (people-types targeted for clicking)
18-25 year old newly married males and/or females attempting to build their first home, but they are in an income bracket that allows them to build a more custom home. They also are individuals who have parents and siblings who are looking to build homes that they can refer us to.
25-44 year old couples looking for their 1st or 2nd home. They want large lots with multiple rooms and bathrooms to accommodate their growing families. They are in the middle to upper income bracket and want to build a custom home designed to fit their needs and family.
45-60 year old males and/or females looking for their final dream home. They are wanted to build a home with all the bells and whistles, one that they can retire in someday. Some will want small lots with less upkeep and others with large/horse property type lots. We will build to suit.
Remodelers 18-75 year old homeowners that either can't afford to build or have a home that they love and what to have Majestic remodel. Some are very practical and just want a good deal, others just want their home remodeled and updated and they aren't concerned with the cost.
3. Campaign Plan
I made my page compelling by adding appealing photos and updating the FB status as often as I could, adding new photos of homes that Majestic has built that were given to me by Majestic. I first began with Majestic's old logo and website, then created more interest as my next paid advertisement went out by posting Majestics NEW logo and Website I developed. I liked and responded to comments, and messages that were sent through Facebook. I checked often with the owners of Majestic to see if they were receiving calls. I posted photos of a current home they have for sale in Bluffdale, UT along with a phone number of one of the owners that people could call to get more information. (Quite a few phone calls came in about this home! So that was very successful!) I encouraged shares by people I knew were receiving the feeds as well. I used cross-promotional social media sites like YouTube; I included links to videos on YouTube of Homes Majestic previously built on my FaceBook page, along with posting links to the NEW Website I made. I am sending out tweets on Twitter and posting on Instagram the links to the NEW Website. On Facebook I continue to pay for advertising as well.
4. Execution of Tactics
Paid Advertising on FaceBook
1st was'Call Now' - This ad specifically targeted MOBEL DEVICES and their newsfeed - when they clicked on the link it showed and an option to 'call us now'.
2nd Contact us link - this was a contact link promoting the NEW website and targeting both DESKTOP and MOBLE DEVICES. When the link was clicked it would take them directly to my website.
3rd Cover Photo Promotion that encouraged people to like our page so they could in turn follow us.
5. FaceBook Insights Data
I was happy with how many people I reached in my campaign, and it more than doubled with my ad campaign. This part seemed to work well. I wish that there were more website clicks, but as I continue to add to the site I am hopeful that my next campaign will gain more interest. I plan on posting pictures of the website and projects for sale to gain interest.
I was happy with the boost in people seeing my page, it more than double with my ad campaign. Profi updates and posts of the new logo received likes and clicks and didn't cost me. So I will try that again with the new Majestic View Estates property that Majestic is beginning soon.
One thing that worked well also was the advertisement of the home for sale. I received feedback from the owners and others who had shared a link to my posts that many people were interested in purchasing the home and called for more questions about it.
Below I have included some of the charts and insights from FB that I have been studying. They are helping me know what I should do next.
6. Summary of Campaign and How it Increased Traffic
Before the campaign there was no digital advertisement for Majestic. Only word of mouth referrals. The social media campaign brought phone calls in to the owners of Majestic. Dialog/discussions and recognition of the company increased with the younger crowd, as I had planned in my campaign. On one insight chart on FB the campaigns largest audience was 18-24 year old men and the most common device used was mobile devices at 91%. The campaign has increased traffic to Majestic by reaching a younger audience.
7. Self-Evaluation of the Execution of My Campaign
I feel like this campaign was very successful. I met my goals of updating Majestic Homes in the digital world with the younger crowd. Until I executed my campaign Majestic had nothing on social media along with needing an updated website of their own. I also executed my goal of targeting and reaching the 'younger audience' through social media and on their mobile devices, especially males aged 18-24 who were the largest audience at 26%. I was also successful in reaching people on their mobile devices, as per FB insight charts it was 91%. My campaign reached 4,180 males 18-24 with 154 post engagements, 151 total page views. My choice to include paid ads more than doubled the activity on my FB page. I would like to increase the numbers of website clicks and contacts even more, and I think this is attainable if I use what I've learned during this campaign and apply that to my new websites. The posts with he most interest were my profile update posts when I changed to the new logo, and the Bluffdale home for sale post. The owners of Majestic are very happy with this campaign and have already received phone calls and needed traffic on the Bluffdale home that they have been trying to sell for some time now. I felt like I successfully executed a continuous campaign and haven't stopped working on it, even now still to this day, after this project/campaign is complete for this class. So far THIS WEEK my posts have reached 2,477 with 51 'people engaged', 87 'contact us' ad 1 'website click'.
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