This document outlines an assignment for a social media communications course to propose a strategic storytelling brief using Snapchat or Instagram. Students are asked to choose a client, local business, or themselves and propose how the platform could be used strategically. Some effective ways highlighted include stories, videos, contests, behind-the-scenes access, product launches, and introductions. The paper should include background on the platform, rationale for the chosen company to use it, target audience insights, objectives, strategies and tactics to accomplish the goal, and sample content following best practices.

1. COMM 333:
Social Media in Strategic Communications
SPRING 2015
Snapchat or Instagram Strategic Storytelling
Assignment
is a photo messaging app which allows users can
take photos, record videos, add text and drawings, and send them
to a list of specific users.
You are asked to propose a strategic storytelling brief for either
• Your client for class
• A local business or brand here in Louisville [corporate,
small business, nonprofit, event, etc]
• You and how you would use it professionally to get a job
with the brand/agency/company of your dreams after
graduation from UofL.
Some ideas for how to use Snapchat strategically for a brand (or individual persona) would be by
using Snapchat stories, promotional videos, contests or sweepstakes, behind-the-scenes footage,
selfies, unveiling of new products or campaigns, exclusive content from events, and introduction
to team members or VIP guests.
Format for Paper [Max 2 pages single space]
• [who started this app, statistics of users and how
many active users are there on the app, how it’s been used, prominent campaigns and
brands using app]. Make sure to cite references to these figures.
• Are they on Snapchat? Is there a
rational for them to be on this app? Why or why not?
• (who are you targeting). Demographic and psychographic insights
are key to point out here for this particular audience who is not only using Snapchat,
but would be relevant to this particular initiative.
• (what are key motivational points, interests, trends, and
issues you would want to know about your audience – what are they thinking right
now?) and what do we want them to think/do after this campaign [call to action steps].
What is the story you want to communicate and share with this audience?
• [what is the overall objective to accomplish with this initiative?
• [how are we going to accomplish our objectives?] with what resources
and communication tools [tactics]? Make sure to have at least three strategies
with two tactics at least.
• You are more than welcome to create some snaps for your assignment
to showcase your story or propose storyboard snap ideas. Make sure you are
considering best practices and proper etiquette when doing these for this assignment.
This can be part of your appendix section and not part of the max of two pages.
• [all in APA style]

2. Tips
• Make sure you are connecting the audience with the overall goal and application.
• Be creative. Look at the possibilities that are out there for using this particular app for
your company or brand you have chosen.
• Be aware of both positives AND negatives of the brand. Consider what are the
additional implications and best practices brands and social media professionals have to
be aware of when it comes to this app. You may want to address this in proper
etiquette as well as maybe suggesting a Snapchat professional guide as well.
Readings
• Marketing Profs: http://ow.ly/BKa4p
• Mashable: http://ow.ly/BKa3p
• How to Succeed with Snapchat Marketing | Social Media Today http://ow.ly/BKadh
• How 12 Brands Used Snapchat | Co.Create | creativity + culture + commerce
http://ow.ly/BKarO
• The Beginner’s Guide to Snapchat [Mashable] http://ow.ly/BKanU