3. Based on the topics discussed in class as they relate to social media content and planning, please create two Instagram posts for your revised Audience “B” demographic:
Since we created the Facebook posts for Audience B, we decided to create the Instagram posts for Audience A. Differently from Facebook, 10-14 year olds are on Instagram.
a. Create a post highlighting the impact of the campaign (e.g., how it supports families, how Whirlpool’s donation makes a difference).
The prize isn’t just for you—it’s for the ones who’ve always had your back. Thanks to Whirlpool we are not just a basketball tournament, we give you a chance to get a fresh start to your future.🏀🔥
July 25th 2025 - UWM Sports Complex, Warren, MI
Sign up on the link in bio
b. Create an interactive post that encourages engagement and participation (e.g., user-generated content, hashtag challenge, community stories).
Think you got skills? It’s time for the #ShotForTheStars Challenge! 🎯🏀
🎥 Record yourself hitting a crazy shot:
✔ Trick shot 🎩
✔ Behind-the-back pass 🎯
✔ Deep 3-pointer 🏀💨
💥 Post your video, tag @michigankidsshoot4thestars & use #ShotForTheStars for a chance to be featured!
Who’s got the BEST shot in town?! Let’s see it! 🚀🔥
#BasketballChallenge #ShotForTheStars #ShowYourSkills
- For each post, please outline your planning criteria and justify your goal, reasoning, and key elements. Don’t forget to include the destination for each post and your reasoning, and goals for each. (10 X 2 = 20 marks)
Post 1:
Planning criteria
Post type- testimonial post
Target audience - parents of youth athletes ages 30-45
Key message - the tournament is more than a basketball match, it's about family, opportunity and support
Tone- community-driven driven heartfelt, and inspirational
Call to action-{ If you’re a parent like me, wondering if this is the right opportunity for your child don't hesitate, this isn’t just a tournament, it's a game changer.}
Goal for the post
To build trust and emotional connection with parents by showing real-life impact stories from families, encouraging more parents to register their kids and feel confident in doing so.
Key elements of the post
- Emotionally appealing - Connects to parents' hopes and similar situations. Lisa’s story makes it relatable and sincere.
- Community focus -- Emphasizes mentorship, friendships, and support beyond just basketball.
- Strong CTA & Branding- Ends with a clear call to action, tournament logo, and impactful tagline: “Shoot for the Stars. More Than a Game.”
The destination for the post
- Platform- Facebook
- The goal is to build trust with the parents and let them see the impact of these events
- Link to registration page in post/caption or the landing page on our website
Justification
Parents are highly active, respond well to storytelling, and share emotional content by having a person who they connect to will help encourage them to actually take action to sign their kids up or even just to go to our landing page on our website id they want more details, facebook is the perfect platform where longer-form, emotionally driven content thrivesParents are more likely to pause, watch, and engage with heartfelt videos like Lisa’s testimonial because they’re relatable and sincere. By having a video like this on Facebook, it has lasting value.
Post 2
Goal
The goal of this post is to drive awareness and registration signup form for the Shoot for the Stars Tournament among parents or for the Shot for the Stars Tournament among parents of middle school athletes. The post is there to create urgency and excitement around the tournament and increase traffic to the registration form
The target audience
Primary: Parents in Michigan (especially metro Detroit/Warren area) with middle school kids (ages 10–14) who play basketball.
Platform/Destination and justification
Facebook- standard post with an image and a clear call to action
Destination- the tournament sign-up form
Justification - as said before, face is widely popular among parents by having a clear CTA and urgency in the post will also make it shareable by local community groups and schools.
Key messaging
Element - urgency by making the call to action “The countdown is ON!” with the date of the event, it will push people to want to take action
Clear CTA
Community engagement - the phrase don't just watch, be part of, make the parent feel included
Credibility - by saying the show the event is featuring Derrick Coleman adds weight and attraction and more desire to people who would want to participate.