Social Media and Digital Marketing (WK2) - WordPress Blog 1

For this assignment, we were asked to create a WordPress blog and to post 2 blogs directed at one of our marketing personas to help achieve our previously established marketing goals. 

My first post: We're SO Back!

My second post: Customize Me, Captain!

I chose to cater my articles towards my Music Enthusiast persona, Jordan Price. A few of my goals happened to overlap with the articles I wrote, such as:

  • Increase user-generated content submissions using key hashtags by 30% in 6 months.
  • Increase engagement on TikTok and Instagram for collaborations by 25% among users age 16-24 in 12 months.
  • Increase referral traffic from Instagram/TikTok pages by 20% in 6 months.
  • Increase revenue generated from the "Vans Customs" personalization platform by 25% in the next 12 months.

The reason I chose Jordan as my marketing persona is that, like his title suggests, he's a music enthusiast in the alternative scene. It would be fair to assume he would attend Warped Tour, and his core values are creativity, authenticity, and emotional expression. He would be interested in an exclusive drop that caters to the original supporters of the brand: it shows that Vans values him. Even if he's never owned a pair of Vans, attending the festival has brought him into the "family".

This also means he would likely be interested in an opportunity to win backstage access as a result of his creativity. His social media habits report that he engages with behind-the-scenes footage and concert photos; therefore, the opportunity to become the creator of such content would be appealing to him. This prize, coupled with exclusive merchandise and the chance to have his own design sold, would be an incentive for him to purchase and enter.

I was intentional in the way I worded my WordPress posts - I wanted it to feel like whoever was reading it was talking to a friend. In reality, these posts were fairly simple to write because I AM one of the people who support Vans and the culture they've cultivated over the years. I wrote it as I would want to read it. Casual, a little silly, mostly to the point. 

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