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981DigitalMarketingassignment.docx
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Digital Marketing Campaign Assignment
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<!DOCTYPE html PUBLIC "-//ABISOURCE//DTD XHTML plus AWML 2.2//EN" "http://www.abisource.com/2004/xhtml-awml/xhtml-awml.mod"><html xmlns="http://www.w3.org/1999/xhtml" xmlns:awml="http://www.abisource.com/2004/xhtml-awml/"> <head> <meta http-equiv="Content-Type" content="application/xhtml+xml; charset=UTF-8" /> <title> Abiword HTML Document </title> </head> <body> <div> <p class="normal_(web)" style="text-align:center" awml:style="Normal (Web)"> <span style="font-weight:bold;font-family:'Arial'">Y</span><span style="font-weight:bold;font-size:14pt;font-family:'Arial'">ou are required to create an ‘innovative digital marketing plan’ for a small to medium sized business of your choice.</span> </p> <p style="text-align:center"> <span style="font-family:'Arial'">The purpose of this digital marketing plan is to:</span> </p> <p style="text-align:center"> <span style="font-weight:bold;font-size:14pt;font-family:'Arial';color:#00b0f0">Raise awareness of the business in order to create sales’.</span> </p> <p awml:style="Body Text 2"> </p> <p awml:style="Body Text 2"> </p> <p awml:style="Body Text 2"> </p> <p awml:style="Body Text 2"> </p> <p awml:style="Body Text 2"> </p> <p awml:style="No Spacing"> <span style="font-weight:bold;font-size:12pt;font-family:'Arial'">Task Guidance</span> </p> <p awml:style="No Spacing"> </p> <p> </p> <p> <span style="font-weight:bold;font-family:'Arial'">To assist you with the development of your digital marketing campaign, the following structure should be followed:</span> </p> <table border="0" cellpadding="0" style="width:100%;border:0.50pt solid;border-collapse:collapse;empty-cells:show;table-layout:fixed"> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Introduction</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">A suitable introduction is included stating what you are planning to discuss and what academic models or theories you plan to use within the report.</span> </p> <p> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Situation Analysis</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <span></span><span style="font-size:11pt;font-family:'Arial'">You should use some or all of the following research models to develop your situation analysis. NB. Models marked in bold are compulsory.</span> <p class="list_paragraph" style="margin-left:18.000000pt" awml:style="List Paragraph"> </p> <span></span><span style="font-weight:bold;font-size:11pt;font-family:'Arial'">SWOT</span><span></span><span style="font-weight:bold;font-size:11pt;font-family:'Arial'">Competitor Analysis</span><span></span><span style="font-weight:bold;font-size:11pt;font-family:'Arial'">PESTLE</span><span></span><span style="font-weight:bold;font-size:11pt;font-family:'Arial'">Market Trends</span><span></span><span style="font-size:11pt;font-family:'Arial'">Porters 5 forces</span><span></span><span style="font-size:11pt;font-family:'Arial'">Digital Inventory</span><span></span><span style="font-size:11pt;font-family:'Arial'">Content Audit</span><span></span><span style="font-size:11pt;font-family:'Arial'">Customer Insight</span> <p> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Objectives</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Where do you want to be?</span> </p> <span></span><span style="font-family:'Arial'">The 5 S Model</span><span></span><span style="font-family:'Arial'">SMART Model</span> <p> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Strategies</span> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">What marketing strategies will you develop in order to fulfil your objectives? (Long-term plan: position in market, new segments etc).</span> </p> <p> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Target Audience</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">What is the customer persona?</span> </p> <p> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Key Messages and Creative</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">What are the key messages for your campaign and what creative style will you use?</span> </p> <p> </p> <p> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Key Media Channels</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">What key marketing channels will you use and what content will you add to these?</span> </p> <p> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Action</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Time line of activity – campaign will run for a 4 month period: April – July 21</span> </p> <p> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Evaluation</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Which tools will you use to analysis your campaign?</span> </p> <p> </p> <p> </p> </td> </tr> </table> <p style="text-align:justify"> </p> <p style="text-align:justify"> </p> <p style="text-align:justify"> </p> <p style="text-align:justify"> </p> <p style="text-align:justify;margin-bottom:0.000000pt"> <span style="font-weight:bold;font-family:'Arial'">Marking Criteria</span> </p> <p style="text-align:justify;margin-bottom:0.000000pt"> <span style="font-family:'Arial'">.</span> </p> <table border="0" cellpadding="0" style="width:100%;border:0.50pt solid;border-collapse:collapse;empty-cells:show;table-layout:fixed"> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Introduction</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Evidence of a suitable introduction stating what is the purpose of the report and what academic models or theories will be utilised to make up the basis of the report. Eg. SOSTAC, RACE etc.</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p style="text-align:center"> <span style="font-family:'Arial'">5 marks</span> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Situation Analysis</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Evidence of the four research models being completed. Any additional models will be awarded extra marks.</span> </p> <p> </p> <span></span><span style="font-family:'Arial'">SWOT</span><span></span><span style="font-family:'Arial'">Competitor Analysis</span><span></span><span style="font-family:'Arial'">PESTLE</span><span></span><span style="font-family:'Arial'">Market Trends</span> <p style="margin-left:36.000000pt"> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p style="text-align:center"> <span style="font-family:'Arial'">20 marks</span> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Objectives</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">At least 3 to 4 objectives are in evidence that have been created using both the SMART and the 5 S model.</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p style="text-align:center"> <span style="font-family:'Arial'">10 marks</span> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Strategies</span> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Evidence of strategies being created. These should include a positioning statement and key segments.</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p style="text-align:center"> <span style="font-family:'Arial'">5 marks</span> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Target Audience</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">A target market is clearly identified for the campaign and a customer persona is developed.</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p style="text-align:center"> <span style="font-family:'Arial'">5 marks</span> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Key Messages and Creative</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">A series of key messages (at least 5) and creative concepts (at least 5) are created for the campaign.</span> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p style="text-align:center"> <span style="font-family:'Arial'">20 marks</span> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Key Media Channels and Content</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">A range of digital marketing channels and content have been identified and recommended.</span> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p style="text-align:center"> <span style="font-family:'Arial'">25 marks</span> </p> </td> </tr> </table> <table border="0" cellpadding="0" style="width:100%;border:0.50pt solid;border-collapse:collapse;empty-cells:show;table-layout:fixed"> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Action</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">A time line has been created that highlights the activity planned for the campaign and when it will happen.</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p style="text-align:center"> <span style="font-family:'Arial'">5 marks</span> </p> </td> </tr> <tr> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">Evaluation</span> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p> <span style="font-family:'Arial'">A range of digital and traditional evaluation tools have been identified in order to determine success for the campaign.</span> </p> <p> </p> </td> <td rowspan="" colspan="" style="padding: 0.00pt;border:0.50pt solid inherit"> <p style="text-align:center"> <span style="font-family:'Arial'">5 marks</span> </p> </td> </tr> </table> <p> </p> </div> </body></html> ">
