The Extreme Hikers Project
As a Campaign Communications Manager, you are responsible for a new social media
campaign for something (i.e. shoes, clothes, a blog, travel information, etc.) that will appeal to
extreme hikers (Google extreme hikers for information about these individuals). Specifics:
Time Duration: 90 days
Location: Nationwide
Budget: 10 thousand dollars Design a theme and a campaign for something that focuses on extreme hikers.
1. One roll-out, over-arching campaign that’s the central driver for the theme and the
message
Budget: Four thousand dollars
2. Three communications campaigns based on age demographics: 12-18, 18-25, 25-35
Budgets: Two thousand dollars per campaign
CRUCIAL: This is not a business plan – use public relations with free media and low-cost
community-based media whenever possible. Your budgets are extremely low – there aren’t
enough funds to do a long-term, multi-media explosion. Therefore, diverse social media
aspects of your communications are essential.
CRUCIAL: Justify each thing you do and decision you make with evidence as to the validity and
effectiveness of that decision.
