long-term sustainability. The website’s weakness is in the fact that it can remain outdated and
ineffective.
Conclusion
RISE CYCLE is committed to engaging consumers from various markets. The
company’s success is associated with a strong brand name and commitment to remain
competitive and relevant in the market. RISE CYCLE’s presence on Facebook and Instagram is
an added advantage in the sense that it can easily reach untapped markets. The management of
the entity has designed various media assets to run in a certain timeline. This is meant to ensure
that consumers are exposed to various platforms that depict relevant messages.
Industrial Components
During the first half of the semester, we were faced in a unique position compared to our
peers and colleagues. RISE CYCLE has yet to open to the public. This meant that our team had
to build the foundations of RISE CYCLE’s digital and social marketing campaigns from the
ground up. The goal of the Facebook/Instagram campaign was to introduce RISE CYCLE in the
digital hemisphere. Brand awareness was the goal for the company from the beginning of their
social media journey. For our Google Adwords Campaign, we needed to capitalize on the
successes on our Facebook/Instagram campaigns in order to provide traction for RISE CYCLE
under Google’s searches. Our campaign goal was to have at least 20 people visit the website and
sign up for RISE CYCLE’s classes. However, we have seen failures and successes under both
campaign strategies. Under this section, we will be talking about the evolution of our campaign
strategies, the factors that affected our strategies, key results, and recommendations for the
future.
Evolution of Campaign Strategy
In order to maximize the success for our Google Ad Words campaign, we needed to
provide media assets for RISE CYCLE on both their Facebook and Instagram. During the
interview process with Andy, he stated that he would like to focus more on advertising on their
Instagram. We agreed that Instagram was the platform to use as they have more engagement on
that platform versus their Facebook platform. With the successes from these campaigns, we can
use this momentum to capitalize on our Google AdWords campaign that would occur in the latter
half of the semester.
The goal for these Facebook campaigns was brand awareness. We planned and created
three different types of campaigns that would utelize various strengths of advertising on
Facebook and Instagram. The assets (located above) was to be promoted first out of the three.
This campaign would utelize a carousel-style method on showing the viewer three different
pictures of the same style. The second and third campaigns were going to utelize a ‘slider’ idea
and a singular photo, as shown respectively below.
The ‘slider’ concept has the same idea as the carousel except the CTA would be in the second
part of the carousel. Furthermore, having a single photo advertise would spice up the media mix
for RISE CYCLE. The idea was to advertise all three assets at the same time for the purpose of
covering the user with multiple ads as well as to determine which ad would perform the best and
continue using the best of the three onwards after the initial two week duration of each
campaign. We would capitalize on the best ad from the three to work in tandem with our Google
Adwords campaign. While the Facebook/Instagram ad would generate social buzz, this would
allow people to search more for Rise Cycle on Google. Furthermore, aligning with the changes
in seasons and easing of restrictions, people will be looking for more physical activities to
achieve their fitness goals for the summer. Capitalizing on this works towards RISE CYCLE’s
advantage through our Google Adword strategy.
The Challenges We Faced
Throughout the course of the semester, we faced multiple challenges that have halted our
successes and redirected our efforts. One of the first few challenges we faced was the rejection of
all our proposed Facebook and Instagram ads. RISE CYCLE opted out of the media assets we
proposed to them. They provided us a video asset instead (refer to slide 4 in our presentation)
and posted their own unpaid assets on their social media pages (see images above). RISE
CYCLE assisted us in the process of writing their copyrights as well as with other factors in the
advertising suite (such as geographic targeting, audience targeting, etc.) to create their first paid
advertisement. For our Google AdWords campaign, RISE CYCLE retrofitted our proposed draft
entirely to have it more ‘inline with their brand’. Our team also faced the challenge on having
little to no access for analytics throughout our tenure with RISE CYCLE. Reston was the bridge
between RISE CYCLE and the group as RISE CYCLE did not provide full access to their
business accounts for our entire group. Furthermore, they only provided both Meta Business
Suite as well as Google AdWords only. Our group proposed access to their Instagram account for
more Instagram analytics for precise targeting of their audience as well as overall Google
Analytics to gather more data. This however did not follow through. For the purposes of both our
reports, we only gathered data that was readily available to Reston at that point in time. The
delay of opening for RISE CYCLE, which was on initially on March 7, meant that our proposed
Facebook and Instagram ads (refer to previous page) were delayed in their release as well.
However, these proposed ad campaigns were eventually shelved indefinitely afterwards as RISE
CYCLE wanted to run these ads after April 15 – their new opening date to the public. The
communication line between RISE CYCLE and our group posed a difficult challenge that
affected the workflow. Email was the primary method of exchanging ideas and assets.
Furthermore, business needs often affected the response time between RISE CYCLE and our
group. We often were left a few days without responses from the company which impacted our
initial target dates of advertising our campaigns. However, we understand that the business needs
require more attention and the delays in communication were expected.
Key Results
Ad Campaign
As of April 13th, 2022, most of the clicks and impressions came from around the dates of
April 4, April 10, and April 13. As for conversions, compared to 497 impressions and 95 clicks,
61 conversions is a relatively low number. The Ad Campaign was mainly done on Instagram,
where RISE CYCLE was more socially active. The studio will open on April 15, so the spikes on
April 10 and 13 are reasonable. More people are interested the closer the opening day gets.
At the time of April 14, 2022, this organic post from Instagram has reached to 990
people, with a decent amount of likes, comments and saves from people. For a small business
that is about to open up on April 15. The post with the girl and purple lighting gave surge to
people’s interest, since there was a spike in searches after this post went live.
Google Ad Words
This was the only campaign where we as a group had control over, instead of RISE CYCLE. As
of April 10, the Google Ad Words results were lackluster, with the most clicks of 30 being for
the phrase “rise cycle”. However, for the post that RISE CYCLE made, Facebook Business
determined that the Reach was sub-par, but their Likes, Comments, and Shares were great. It is
expected that these numbers will increase as the date gets closer to the opening day.