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following one model put together from three different resources will be explained. This model will be used throughout the thesis. 1. Defining the company’s goal/s 2. Analyzing and identifying the target group/audience 3. Analyzing and identifying the competition 4. Reviewing the company’s social media presence 5. Improving and creating content 6. Finding inspiration and interaction 7. Creating a calendar 8. Testing, evaluating, improving (Newberry & LePage 2018, Influencer Marketing Hub 2019, Barnhart 2019b). First, the company needs to define the overall goal of the marketing campaign. In this thesis the overall goal is to create brand-awareness on Instagram for the company ONIMOS. After defining a clear and structured goal, the audience or target group needs to be identified and analyzed. The understanding of the audience leads to the conclusion of what may influence and attract them. This is important for the content creation, for example. Some characteristics that need to be considered here include: the age, the gender or the location of the audience. Not only the target group needs to be researched but also the company’s competitors need to be identified and analyzed. The competitors’ weaknesses could not only be used to the advantage of the own company, but also as inspiration for the own company to use in order to further improve their own advantage. The last step before starting to plan the company’s actions is to analyze the company’s current taken on Instagram. (Newberry & LePage 2018, Influencer Marketing Hub 2019, Barnhart 2019b.) After analyzing the market and the company’s social media presence the company is able to start producing new content based on the previous analysis of the market. The content should be created regarding the developed brand voice of Schwab (2011), mentioned in chapter 2.4.1, which is also based on the market analysis. The main part to remember is to post content that the target group is interested in while combining informative and entertaining content. Inspiration for the content can be found on similar accounts or even competitive 20PDF Image | Brand-Awareness through Marketing on Instagram
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