If I were creating a campaign for Epic to reach local high school students with a 10,000 dollar budget, I would focus on three key outcomes: cognitive, attitudinal, and conative. Cognitive outcomes would show whether students actually understood who Epic is and what they do, which can be measured through reach, impressions, and click through rates. Attitudinal outcomes would help reveal how students feel about Epic as a company, using sentiment and poll responses to track reactions. Conative outcomes would be the most important because they measure real actions, such as sign ups for campus events, workshop registrations, or downloads of Epic student materials. Freberg notes that these three outcome areas are essential for understanding whether a campaign worked and what audiences did as a result.
To support these outcomes, I would invest the budget in tools that help create strong content and track performance. Freberg explains that social media is now a pay to play space, so part of the budget would need to go toward Instagram, TikTok, and YouTube promotions to reach high school students where they actually spend time. I would also invest in tools like Canva Pro or CapCut for creating short videos, along with analytics tools such as Sprout Social and Google Analytics to measure engagement and behavior. Finally, I would set aside part of the budget for an in person experience like a tech open house or coding challenge, since Freberg notes that combining real world interactions with digital content helps move audiences from interest to action.
References:
Freberg, K. (2022). Measurement, evaluation, budget, and calendar considerations for social media
Wachanga, P. (2026). Module 5: Effects of social and new media
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