The main objective of this project is to help RentalTide generate more qualified product demos by creating a targeted social media marketing strategy focused on Facebook.

Students will analyze how boat and marine rental businesses currently use Facebook—many of which rely on it as their primary online presence—and develop a campaign that positions RentalTide as a valuable solution. A key component of the campaign will be promoting lead magnets, such as offering a free custom website, to encourage engagement and demo sign-ups.

Specific goals include:

• Conducting a situational analysis of RentalTide’s current digital presence and the target market’s social media behavior
• Identifying high-impact content types and optimal posting strategies tailored for Facebook
• Developing a lead-generation campaign centered around compelling offers (e.g., a free website build)
• Proposing a clear, actionable roadmap to increase demo bookings through social media outreach and ads
• Providing a final presentation with creative assets, messaging guidelines, and performance recommendations

This project provides real-world experience in digital marketing strategy while directly contributing to RentalTide’s growth objectives.

Expected Project Outcomes and Deliverables

By the end of the project, students will deliver a clear, actionable social media marketing strategy designed to help RentalTide drive more demo bookings—particularly by targeting boat and rental businesses active on Facebook.

Expected outcomes and deliverables include:

• Situational analysis report: Evaluation of RentalTide’s current digital and social media presence, along with key competitor and audience insights
• Target audience profile: Overview of the ideal customer on Facebook, including behavior, pain points, and engagement trends
• Social media campaign proposal: A detailed strategy that includes lead magnets (e.g., “free website” offer), messaging frameworks, and conversion goals
• Content plan and sample assets: Suggested content calendar with example post copy, visuals, and ad creatives aligned with RentalTide’s brand
• Posting and engagement strategy: Recommendations for timing, frequency, community engagement, and best practices for organic and paid Facebook growth
• Performance metrics: KPIs and tracking methods to measure campaign effectiveness and demo conversions
• Final presentation: A concise, client-ready summary of findings, strategies, and next steps

The final output will serve as a ready-to-implement roadmap for RentalTide’s next social media push.