Step+3+-+Set+Goal+Objectives+(SMART)

__** Step 3 - Set Goal Objectives **__ SMART Goals


 * __Specific__**

In general, the main objective and purpose of any ad campaign is to generate and income and sell products. However the purpose of our ad campaign for Chiyopia is about much more than simply generating a profit. We intend to portray the unique and genuine nature character of Chiyopia as the makers of generational jewellery to the average consumer. The specific goal of this campaign will be to generate exposure and awareness of the brand, direct as many consumers as possible to the Facebook page as well as the website and to ultimately make Chiyopia a household name. We hope to achieve these goals through the distribution of our posters, our event and presence at CCIT’s Avante Garde Gala as well as our online event and contest following Gala.


 * __Measurable__**

This goal can be measured by the amount of likes on the Facebook fan page as well as by the activity on the Chiyopia website. This can be achieved by monitoring click-throughs from the Facebook page to the Chiyopia website. However there are some units of success that are not as measurable, such as the number of people that will actually receive updates on their news feed by liking Chiyopia as well as exposure gained by word of mouth.


 * __Achievable__**

This goal is achievable because the main objective is to gain exposure as opposed to a monetary amount. As such the achievement of this goal is much more flexible. Also, considering that Chiyopia is coming from modest beginnings the amount of exposure gained by simply being present at an event such as Gala gives us the opportunity to reach at least the 200 people present. While we cannot guarantee that all of these people will go on Facebook and join the page we can expect to increase the activity on our Facebook from 30 people to at least 75, with additional awareness generated by the contest.


 * __Realistic__**

Chiyopia, being only a few years old is definitely in its infancy as far as marketing and exposure go. As such we have created goals that, while challenging for a small company, are also realistic considering the type of company that Chiyopia is as well as the target market. These goals are realistic because our campaign uses social media outlets that are already frequented by our average consumer. As such there is already a familiarity with the technology and conventions of the media, which we will use to our advantage to be able to realistically achieve our goals.


 * __Time-Based__**

Our ad campaign will be successful due to the fact that we have a focus both on achieving long term as well as short term goals of exposure. Our presence at CCIT’s Avante Garde Gala will prove to provide us with short term exposure for the company. This will reach at least 200 people as that is the amount expected to be at Gala. They will be made aware of Chiyopia’s presence as Chiyopia has agreed to donate a $150 bracelet as a prize to be given away at the Gala. We will also generate interest by having a photo booth set up at the event where attendees will have the opportunity to take pictures with one of five bracelets that will be on display for the Gala. We hope that this event will generate awareness of the brand and familiarity of the various products offered by Chiyopia. After the event however, there will be a move to online social media in where those who took pictures will have the chance to win their bracelet by generating the highest amount of ‘likes’ on their photo. This achieves our long term goals by now having the ability to communicate with both those that participated in the contest as well as those who voted, through the Facebook fan page. They will be updated on new offers as well as the availability of new jewellery.

Jamika Kerr