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Alex Tripp was the newly hired interim Vice President of Marketing and Public Relations for Synapse, a not-for-profit organization serving the Florida entrepreneurial community. Tripp learned at her first meeting with her new bosses that she had less than 80 days to execute an urgent marketing need: sell 5,000 tickets for upcoming annual event in January 2019. The goal of the yearly event was to connect the members of the innovation economy who included three targeted attendees: students, entrepreneurs, and corporations. Alex knew to launch a successful social media promotion campaign to sell tickets in a short time frame with her limited budget, she needed to determine the following: Which social media platforms should she use to reach each of her targets? How much paid social media should she incorporate? What kind of organic social media content would drive ticket purchases? How much of her USD10,000 budget she should allocate for each of her target audiences?