Digital and Social Media Marketing
Assessment 3: Digital Marketing Campaign Plan
Assessment type Individual assignment, professional report
Overview
Digital marketing has become an important means of communicating with current and future customers through a variety of digital channels. A sound digital marketing campaign is the blueprint for specific digital marketing activities, detailing the strategies and tactics that will be used to achieve specified objectives in a given time period.. Be open and explorative with the digital marketing tactics, consider how each aspect of digital marketing works with another to provide a comprehensive digital marketing solution for your client. Remember, you have to do this digital campaign for the proposed client in this course. You are NOT allowed to select your own client. You are NOT permitted to contact the client directly – any questions you wish to ask must be firstly forwarded to your lecturer.
Learning Outcomes Assessed
⦁ Discuss principles of strategic digital marketing and the role of digital and social media channels.
⦁ Explain the role of digital marketing in the contemporary marketing environment.
⦁ Critically analyse and research digital marketing situations.
⦁ Apply marketing theory to create digital marketing solutions.
⦁ Digital communication and/or literacy.
Assessment Details
You have spent a lot of time in Assignments 1 and 2, getting to know your client and their customers (Personas). By now you should have a profound understanding of the path that you want your customers to take and leverage of this knowledge by thinking about digital strategies and tactics to guide consumers through the hourglass as quickly and efficiently as possible. This assignment brings everything together, and you will present your client with a holistic and integrated 3-6 months digital marketing campaign that they can take and execute.
You are required to work for a client who has partnered with this course in this assignment. Remember, you are not permitted to contact the client directly –
Assessment Format
In the workplace, it is not customary to be given a template to follow. However, in this document there is a structure that outlines what you should include in this digital marketing campaign plan assignment. It provides you with a step-by-step guide as to assessing your client. Despite the structure, please consider which information is most pertinent to the client and ensure that you provide that in your document. You will of course need to include a TITLE page and REFERENCE list, as usual.
What to include?
1. Title page
⦁ Executive summary (one page maximum, excluded from word count)
⦁ Brief introduction (half a page maximum)
4. Brand narrative
Articulate your client’s brand narrative briefly (2-3 sentences).
Please note that you don’t have to include the full 6 step brand narrative development here.
5. Persona (completed)
An overview of the Persona (including the journey map) that you are going to design the digital campaign plan for. Please note, you only need to have one Persona here.
The persona and journey map will be considered as figures, thus excluded from the word count.
6. Key digital marketing challenges
Summarise the key digital marketing challenge(s) and make sure this marketing plan is going to help tackle these identified challenge(s). (Only have one challenge and focus on that)
7. Digital hourglass
Design a digital hourglass for your client. In most cases, it is easiest to create 1 hourglass for 1 specific persona.
This digital marketing plan should be planned for a period of 3 or 6 months. This will allow for you to plan for seasonality and have good lead time for campaigns. The length of the campaign should depend and match the available resources (e.g. budget, staff, etc.) of the client.
⦁ Use the “hourglass table template” to complete this section (you can find it in Module 5, “Hourglass with metrics template.pdf”).
⦁ Develop digital objectives (measurable and time bound) for each of the seven stages of the hourglass (awareness, exploration, consideration, trial, conversion, loyalty, advocacy).
⦁ Make sure you develop micro/macro conversion measures as well as performance metrics for each of the stages so you can make sure you can evaluate the success of each of those stages.
8. Content curation and creation
⦁ Build 3 themes and 3 angles for each theme. In total, you will have 9 angles.
⦁ Highlight where the information for each of the angles will come from (e.g. Google News, industry association publications, magazines, publishers, etc.), so that your client will have some idea on where to get the information to actualise the proposed themes and angles.
⦁ Build content for the client: Examples for content pieces are listed below (again, this is just a list of examples). Depending on your client’s business and the target persona, you DO NOT have to use all, and you can use others that not on the list below:
⦁ White paper, E-book, report
⦁ Blog (write a brief blog post example / introduce a blog series) o Webinar (suggest and map out a series of webinars)
⦁ Email newsletter (outline the format, key features and content of newsletter) o Infographics / Gifographics (draw up some infographics) o Social media content (Facebook, Instagram, LinkedIn posts) o Specific landing pages (you can draw sketches of landing pages)
NOTE: Provide specific examples for the client so that they are able to take your digital marketing plan and implement it moving forward. Make sure these content pieces relate to your overall campaign and are relevant to the various stages of the hourglass.
WARNING: DO NOT create any new REAL social accounts in the name of the client! We do not want you to do this in real life, but conceptualise the ideas, and show us mock-ups of advertising, webpages etc. (e.g. with the use of Canva.com / or even sketches). You should not use the brand name and intellectual property by creating actual social accounts, etc.
9. Budget
($6000) How much will it all cost? By now you should have a clear budget indication of your client (sometimes the client indicates their budget for this digital marketing campaign, please check the client information). Use this list as a guide to develop this section. Reflect on the paid strategy on the following:
⦁ SEO management (if outsourced – get quotes)
⦁ SEM campaign management (PPC) (if outsourced – get quotes)
⦁ Email software (e.g. Mail Chimp fees)
⦁ CRM systems (e.g. Infusionsoft, SharpSpring, Hubspot) o Google Ads (set a daily or monthly budget) o Social media ads (set a daily or monthly budget)
You can do some price research on the software/ services website, including Airtasker and Freelancer.com, for outsourcing the work. Try to match the client’s budget.
10. Implementation plan
This is underpinned by who does what, when, and where. You have creative freedom to develop an implementation plan to showcases the following information:
⦁ Human resources:
Consider which paid staff (full or part-time) and volunteer-base that the client or you (as a marketing agent) have access to.
⦁ Who will be assigned to create content (consider the client’s skill set?)
⦁ Who will be assigned to execute and manage content?
⦁ Outline the roles clearly (e.g. full-time job; sub-contractor, agency, student intern) and the type of work (e.g. videographers, photographers or other experts/consultants) needed
⦁ Digital channel distribution (where is the content going to be distributed, e.g. email, social, web, blog, etc).
⦁ Frequency and times of distribution (a separate Gantt chart may be needed here to convey this over the duration of the campaign).
11. Monitoring and evaluation metrics Outline how you can measure success. Consider client’s current marketing technology and what new or additional technology they may need to better gauge success. Consider Google Analytics, tags/pixels, email software, CRM systems, marketing automation software, social media analytics, chatbots and messenger.
(Note: to set up the analytics, codes and pixels is really beyond this course, but at least specify the things you would like to measure and how you would do this).
12. Reference List
Harvard or APA format
No appendices in this assignment. All content should be included in the body of the report.
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