Digital Marketing
数字营销计划代写 Major Project Requirements: At the end of this project, each team will create an integrated digital plan focused on content marketing.
Major Project Requirements:
At the end of this project, each team will create an integrated digital plan focused on content marketing. The project is completed in teams of 4 students, is made up for 2 main parts and is a progressive assignment. This means that each and every student must participate in each of the subsequent steps or you will not be allowed to move to the next step.
Part 1: 1A is due 1 week prior to 1B 数字营销计划代写
- (1A) Pair contribution (14%) must be handed in or you can’t participate in the grades for the whole group for Part 1B, nor can you proceed to the Part 2
- Whole group report (10%), which concludes from the pair contributions, must be handed in or you can’t participate in the Part 2 submission
Part 2: 2A and 2B are handed in at the same time as a SINGLE DOCUMENT
- Whole group contribution (15%) and Individual (10%) due at same time. Failure to complete your individual portion will afford a grade of zero on the whole group portion
This course is highly dependent on overall course participation and is largely based on learning in the HubSpot Certifications and assignments. It is impossible for you to be an active member of a team if you are not regularly participating with that team and also participating with all assignments as the course progresses. Assignments can be reused in the Major Project.
Team Contract Submission Requirements can be found on FOL under module called “Major Group Project Information”, listed inside the document called “MKTG1095 Group Code of Conduct”.
Note 1: You are not required to contact this company or solicit their agreement to participate. These companies have not been contacted by Fanshawe College or your professor. As an introductory course, the major project is designed so that access to your company’s internal digital platforms is not required.
Part 1 数字营销计划代写
For Part 1, you will be simulating what would likely happen in a job situation. The larger team of 4 will critique the current digital presence (Part 1-B), but team members will be assigned specific background research to complete first (Part 1-A). Along the way, there will be times that the whole team must participate together and agree on some key areas, most importantly for Part 1, the identification of direct competitors.
To this end, Part 1 is separated into two subsequent deliverables. Hence the background research is completed in pairs before the whole team comes together to conclude on the entire situation analysis.
1.Part 1A:
Inside of your group of 4, you will create two smaller sub-groups of 2.
SubGroup 1: One of the “pairs” will prepare a situation analysis
SubGroup 2: the other “pair” will conduct a digital asset audit on the company you are assigned.
2.Part 1B:
From the information brought forward by the two sub-groups, the whole group will analyze and critique the company’s current digital marketing presence and it’s relevance to the overall company’s position in the marketplace.
Note 2: All submissions for this project are in report format, with cover page, table of contents, team member names and proper APA citation. Marks will be deducted for incorrect formatting, spelling, poor grammar, etc.
Part 1A 数字营销计划代写 |
Activity |
| Work in Pairs is due one week prior to the Whole Group submission (10% grade awarded to each of the two students working together) | In Pairs (14%) |
SubGroup 1: 2 of your team members will prepare and submit this research:· State the Company Purpose or their Why. Explain. (See HubSpot) · STP (Segmentation, Targeting and Positioning) using secondary market research · Competitive Analysis supported by research · Mini Brand Audit (awareness, equity, resonance) · Identify the Segments and then the key Target Markets · Create detailed Personas to describe at least 2 target markets (see templates) · Explain your logic. Which Personas? Why? · Create a customized buyer journey for 2 personas SubGroup 2: 2 other members of your team will prepare and submit this research: 数字营销计划代写Describe and document baseline metrics for your company’s digital assets (i.e. content) and digital platforms. · By Platform (website, twitter, Facebook, etc.) o What is the level of engagement? (tangible measures) o Quality of activity o What technology & media are used? o Create Benchmark measures against competitors using info from free tools at your disposal to document current baseline metrics (see HubSpot) o Compare activity and measures to competitors (must be same competitors that your team mates are reviewing in the other sub-group) · Keyword Analysis o Generate a relevant and comprehensive keyword list o Evaluate and analyze using industry tools · By Content Type: (video, blog, newsletter, infographics, etc.) o Assess quality of digital assets o Create Benchmark measures against competitors using tools at your disposal to document current baseline metrics o https://www.wordstream.com/blog/ws/2017/07/12/marketing-benchmarks o Create a Content Gap Analysis chart (See HubSpot CC) o Compare quality, activity, engagement and other measures to competitors (must be same competitors that your team mates are reviewing in the other sub-group) · Summarize their digital presence using a chart: strong (i.e. differentiated), on parity with competitors (i.e. POP), or weak PEER EVALUATION IS REQUIRED WITH YOUR SUBMISSION. (See FOL for the form) Your grade will not be released until professor has received peer evaluations from all members. |
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Part 1B 数字营销计划代写 |
Whole Group (10%) |
| Work as a whole group (10% grade awarded to each of the four students in the group) | · Clear and concise summary of the key learning from both the results of the Situation Analysis and the Digital Audit.
· Compare and critique the company’s positioning statement (from STP), the Company Purpose, and their digital presence. Do these three things align? Identify Problems or challenges here. · Critique of company’s overall digital presence and competitive position. · Do you think this company has a good digital strategy? Why? Does their digital presence meet the needs of their target market(s)? · Create two lists about their digital presence based on your findings: o Issues and challenges to be resolved o Future Opportunities to be “Remarkable” PEER EVALUATION IS REQUIRED WITH YOUR SUBMISSION. (See FOL for the form) Your grade will not be released until professor has received peer evaluations from all members. |
Part 2 数字营销计划代写
For Part 2, you will continue to simulating what would likely happen in a job situation. A larger team will be formed to create the overall plan. Thereafter, each team member will create a specific content marketing campaign. This part is delivered at the same time as part of a SINGLE WORD DOCUMENT, which will include the work of all 4 team members. The independent efforts will be integral to the overall submission. However, grades will be assigned separately.
To this end, Part 2 is separated into two graded items, but everything is submitted together in a SINGLE WORD DOCUMENT. There is a Whole Group Plan step and an Individual Content campaign. Please ensure that you identify the team member’s name for her/her related campaign.
1.Part 2A:
Whole Group Content Plan
- In your group of 4 students, you will create your moving forward content marketing plan for your company.
2.Part 2B:
Individual Content Campaign
- As part of this overall plan, each member of the group, on an individual basis, will take ownership of one of the campaigns and will outline the step by step execution tactics for that campaign.
Note 3: All submissions for this project are in report format, with cover page, table of contents, team member names and proper APA citation. Marks will be deducted for incorrect formatting, spelling, poor grammar, etc.
Part 2A 数字营销计划代写 |
Activity |
| Whole Group submission (10% grade awarded to each of the four students) | Whole Group (10%) |
| Using concepts from both HubSpot Certifications, describe your overall inbound strategy moving forward. The moving forward strategy should be based on your Part 1 submission findings, particularly the opportunities and challenges you identified:
· Identify company purpose which will guide all your activities (repeat from Part 1 if you still think this is well described or improve upon here) · Identify two relevant personas to be targeted in your campaigns and describe the buyer journey for each. (Use the one-page Persona charts with photo as we have been developing through the semester). · Create at least 3-4 relevant and measurable goals for your company’s digital presence for next 3-6 months · Summary of the 4 Digital Campaigns you will execute on. This summary should highlight how overall goals above are met, how each campaign is integrated into the overall digital plan, and how each achieves the objective of either Attract, Engage or Delight. · Overall Content Plan Timeline (Use a chart provided by professor) PEER EVALUATION IS REQUIRED WITH YOUR SUBMISSION. (See FOL for the form) Your grade will not be released until professor has received peer evaluations from all members. |
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Individual (15%) 数字营销计划代写 |
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| Work as an individual (15% grade awarded to each of the four students in the group based on his/her independent work) | Each student will be responsible for one campaign. Your campaign can use multiple platforms and multiple digital assets and must span at least a 3-month period. A single asset release is not sufficient.
Your choices must be justified based on appropriateness to this company’s marketing activities, best integration, and overall effectiveness. You must consider the likelihood to succeed in the context of the industry, the competitive environment, target audiences, and your company’s overall marketing presence. Not all digital assets make sense in all cases. Your choices must improve the digital presence based on your Part 1 analysis.
1. Strategy: · State the SMART objective of the campaign · Which overall goal(s) above will this campaign help your company achieve? · Which Target Persona(s)? 2. Execution Plan · Describe which digital asset(s) you will use (i.e. blog, email, video, etc.) · Describe which platform(s) will be used (i.e. Facebook, twitter, etc.) · Where in the customer journey? · What is the call to action for each customer interaction? · Describe how each digital asset will attract, convert, close or delight 3. Visuals · Example content/copy/visuals 4. Technology: · Describe the technology you will use to create (Mail Chimp, Canva, etc.) and the platform you will execute this campaign? (Website, Facebook, etc.) 5. Measurement: · How will you measure success and how will you track this? Refer to benchmarks created in Part 1 Digital Audit 6. Timeline for content releases · This should be a sub-set of the overall Content Plan from the whole group submission
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