Assessment Case Brief
The New-Ark Shoes Ltd.1 is an SME, based in Newcastle Upon Tyne, that operates online by selling, both, locally produced and imported branded shoes. The business has ambitious growth plans in rivalling some of the high street shoe stores, but due to lack of internal expertise in digital marketing, the owner is struggling to make informed business decisions. The company has two important focus at this stage:
Improve sales and profit through improved retention strategy Penetrate into new target market through improved digital acquisition strategy
You were hired as a Digital Marketing specialist in the company and your first assignment is to produce a 2000 word (+/-10%) comprehensive report addressing the following:
1. Customer Profiling: as part of this section you are expected to segment and profile minimum three different target markets based on consumer characteristics [geo- demographic, behavioural, psychographic etc]. Based on your identified target market you are also expected to develop two detailed personas along with their comprehensive journey mapping. [35%]
2. Content & Email Marketing: manipulate the supplied Websand database to identify customer purchase behaviour across different target markets. Using the Websand software, develop appropriate email marketing campaigns to enhance sales and other conversion rates. Justify the rationale behind your decisions using appropriate theoretical and managerial concepts. [35%]
3. Social Media & SEO Strategy : develop a socialmedia and SEO strategy for thecompany in order to enhance existing acquisition and retention strategy. Evaluating theoretical concepts and managerial practices to justify your recommendations. [20%]
4. Organisation & Presentation: 10% is dedicated towards overall structure, organisation, references and presentation of the report. A clear and organised report structure along with professional presentation and referencing standards will determine the level of mark awarded under this section. [10%]
Total Mark: 100
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