| Course | BU 439 Digital and Social Media Marketing Strategy |
|---|---|
| Unit | Unit 3 |
| Paper type | Content strategy per platform |
| Length | About 1,010 words, 6 pages |
| Format | APA 7 student paper |
| School | Herzing University |
| Program | BS in Marketing |
| Updated | September 2026 |
Free sample paper for BU 439 Unit 3
One Skate Clip, Four Native Versions: A Content Strategy per Platform for a Composite Toledo Roller Rink, With a Sample Piece Written for Each Channel
Student Name
Business, Herzing University
BU 439: Digital and Social Media Marketing Strategy
Instructor Name
February 11, 2026
One Skate Clip, Four Native Versions: A Content Strategy per Platform for a Composite Toledo Roller Rink, With a Sample Piece Written for Each Channel
From Channels to Content
The channel selection for Skyline Skate Center, the Toledo roller rink built as a composite for this course, funded four channels with six staff hours a week: the Google Business Profile, Facebook, Instagram and the party email list, plus a 90-day TikTok test that reuses Instagram video. The audit found that the rink had treated its channels as places to repost the same flyer. This strategy gives each funded channel its own job, audience, constraints and content, and shows a sample piece drafted for each. Tuten and Solomon (2018) argue that content succeeds when it is made for the norms of a specific platform rather than transferred unchanged across them, and a flyer photographed for Facebook and then posted to Instagram is the pattern this strategy ends.
The raw material is shared where possible. The floor manager films short clips on her phone during adult night and party sessions, with consent from anyone clearly identifiable, and one evening of filming supplies several channels. What changes by channel is the edit, the text, the call to action and the timing.
Google Business Profile: Be Right, Then Be Visible
Job: make sure that anyone searching for roller skating in Toledo sees accurate hours, current sessions and recent photos, and has a reason to call or visit. Audience: searchers at the moment of decision, often on a phone. Constraints: posts are short, carry one image and one button, and appear below the hours and reviews, which matter more. The strategy is therefore mostly maintenance: hours corrected the day anything changes, a new photo each week, a reply to every review within three days, and one post a week about the next adult night or party availability.
Sample post: "Adult Night is every Thursday, 8 to 11 p.m., ages 21 and over. $12 includes skate rental. Our Sunday adult session ended in 2023; Thursday is the night now. See you on the floor." Button: Learn more, linking to the session page.
Facebook: Parents and Events
Job: answer parents' questions about parties before they ask them, and list every adult night as an event people can share. Audience: parents of children aged about 5 to 12, and adults who follow events locally. Constraints: parents scroll quickly and ask practical questions in comments; events need clear dates and prices; the rink's past flyers were images with text that search could not read. The strategy is one plain-language party post a week, answering a real question from the comments, and one event listing per adult night.
Sample post: "Three questions parents asked us this month. How many kids does a party include? Ten skaters, with extra skaters at $12 each. Do we bring the cake? Yes, you bring it, and we provide plates, forks and a table for two hours. Can adults skate? Yes, rental included for two adults. Message us for Saturday dates in April." A photo from a recent party, with parents' permission, goes with it.
Instagram: The Floor Under the Lights
Job: show adults what Thursday night feels like, so that people who have not skated since childhood picture themselves there. Audience: adults about 21 to 35 in the Toledo area. Constraints: vertical video dominates, the first two seconds decide whether someone keeps watching, captions are short, and links work only from the profile, so the call to action must be simple.
Sample piece: a 12-second vertical video. Shot 1, low angle, skates crossing a painted floor under colored lights, 3 seconds. Shot 2, two skaters laughing through a turn, 4 seconds. Shot 3, a wide view of the full floor at 9 p.m., 5 seconds. On-screen text in the first frame: "Thursday, 8 p.m., Toledo." Caption: "You skated here at eight years old. Come back at thirty. Adult Night every Thursday, 21 and over, rentals included. Link in profile."
TikTok Test: Same Clip, Different Frame
During the 90-day test, each Instagram video is posted to TikTok with changes native to that platform rather than as a copy. The on-screen opening becomes a question, "When did you last roller skate?", the caption is shorter, and the video uses a popular sound available in the app's library for commercial accounts instead of the rink's own music. The 2021 clip that reached about 38,000 views was a slow-motion skate shot with no text beyond the location, so the test includes several videos in that style. The owners were tempted to cut the test and put the half hour into Instagram, but the audit's single strongest result came from TikTok, and abandoning it without a fair trial would repeat the rink's old habit of starting a channel and walking away. The test gives the platform a defined chance and a defined end.
Party Email: The Only Channel the Rink Owns
Job: bring past party parents back for the next birthday. Audience: about 2,300 addresses from party bookings since 2019. Constraints: commercial email in the United States must identify itself as an advertisement where required, include a working way to unsubscribe and show the sender's postal address (Federal Trade Commission, n.d.). The strategy is one short email a month, sent on the first Tuesday, with a single button to check dates.
Sample email. Subject: "Birthday coming up? Saturday party dates for April." Body: "Hi, you celebrated with us before, and we would love to see you back. Saturday parties in April still have 1:00 and 4:00 slots. Ten skaters, skates, two hours of floor time and a party table are included. Check dates below. Skyline Skate Center, Toledo, Ohio." Button: "See April dates." Footer: unsubscribe link and the rink's street address. Chaffey and Ellis-Chadwick (2019) note that email usually converts best when sent to people with a prior relationship and a single clear action, which is what this list and this message offer. Skyline Skate Center and all its prices and counts are composites for this course.
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson.
Federal Trade Commission. (n.d.). CAN-SPAM Act: A compliance guide for business. https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing (3rd ed.). SAGE.
The Herzing BU 439 Unit 3 instructions
BU 439 Unit 3 asks students to write a content strategy for each platform chosen in the previous unit. Typical requirements include the purpose of each channel, its audience, the constraints and norms of the platform, the kinds of content to publish and at least one sample piece written for that platform. Many instructors emphasize native content rather than one post shared everywhere. Some ask for legal considerations, such as email rules or consent for photographs, and a few want the posting frequency for each channel stated alongside its content. Sample pieces may be drafts or scripts but should show the platform's constraints at work. The deliverable is usually a section per channel with samples, set out in APA 7, and it should connect back to the channel rationale.
How this BU 439 Unit 3 example is built
The strategy opens by noting the audit's repost habit and explaining that shared raw footage is edited differently for each channel, with consent for identifiable people. The Google section focuses on accuracy and gives a sample weekly post. The Facebook section answers real parent questions and gives a sample post. The Instagram section sets out a shot list for a 12-second vertical video with on-screen text and caption. A TikTok section shows how the same clip is reframed for that platform and explains why the test continues. The email section covers legal requirements and gives a full sample with subject, body, button and footer.
Where the points sit in the BU 439 Unit 3 rubric
Content strategy rubrics at Herzing typically weigh the definition of each channel's role, audience fit, understanding of platform constraints, quality of sample content and legal or ethical awareness, plus presentation. Role definition earns credit when each channel has a distinct job. Audience fit scores highest when content matches who uses that channel. Platform constraints are judged on whether the student builds content around format limits, such as vertical video or link placement. Sample content earns full points when it is finished enough to publish and clearly written for its platform. Legal awareness rewards attention to rules such as email requirements and photo consent, which many plans ignore until a problem appears.
BU 439 Unit 3 help before you submit
Content strategies commonly lose points by describing the same post for every platform, changing only the hashtags. Another frequent problem is listing content ideas without any sample, so the instructor cannot judge quality. Students often ignore platform constraints, such as links not working in captions or the first seconds of video deciding whether people watch. Some skip business listings and email, treating strategy as social feeds only. Others forget consent for photographs of customers, especially children. Email samples often omit required elements such as an unsubscribe link and postal address. Finally, strategies disconnected from the channel rationale may include platforms that were supposed to be excluded.
Get a BU 439 Unit 3 example written to your instructions
Send the Unit 3 instructions and your BU 439 rubric, along with the platform set your earlier selection funded. We write a custom example that fixes shared themes first, states each surface's constraints before proposing anything, drafts a native sample per platform and names what will never be cross-posted. First custom sample free, back in 24 to 48 hours.
More BU 439 papers and marketing samples
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- BU 439 Unit 7: Community management plan
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BU 439 Unit 3 questions, answered
How many platforms should this section cover?
Exactly the ones your selection funded, and no others, because a strategy for a surface the plan declined leaves a marker reconciling two sections. Where the instructions name a count that differs from your earlier choice, follow the instructions and add a sentence acknowledging the change, since a silent contradiction between sections is the easier thing to lose points on.
Do the sample pieces have to be finished?
Finished enough to be published. A caption with a real opening line, a script with its first seconds written out, an image brief describing what is actually in the frame. Placeholder text announcing that an engaging caption goes here demonstrates nothing, and the sample is usually the strongest evidence in the whole section that you understood what the surface asks for.
What if two platforms genuinely want the same thing?
Then say so and show the reasoning, because that is a finding rather than a shortcut. Name what the two surfaces have in common, then name the one place they still diverge, which is usually the opening, the length or the way a link gets handled. A defended overlap reads very differently from four sections that were never differentiated in the first place.
Where can I find a free BU 439 Unit 3 sample paper?
The whole BU 439 Unit 3 content strategy per platform is free above, with a native sample for every channel and margin notes. If your channels differ, share the assignment and we will draft a custom strategy with samples for free, usually within two days.
Do BU 439 Unit 3 sample pieces need to be finished?
They should be close to publishable. The sample includes a full Facebook post, a Google post, a shot list with caption for a vertical video and a complete email, so the instructor can judge each against its platform.