Instructions: Sections 5-8
In Part 2 of your Digital Marketing Strategy you will develop your campaign strategy. The goal of this assignment is to demonstrate your creativity and campaign knowledge.
For this assignment, you will submit a 4-5 page APA paper that includes your campaign objective, marketing channels, content strategy, and mock-ups. Please note: this is a proposal, so it must be stated in a third-person tense throughout.
Section 5: Campaign Objective
Every marketing plan should have a single focus, which is identified in the campaign objective. Based on this focus, marketing strategy is developed to support the campaign objective. Determine if your first year-long marketing campaign will focus on “increasing awareness of your brand or business”, or if your efforts will focus on “prompting sales of your products or services”. Examples: This campaign’s objective is to increase awareness of XYZ Business and the product offerings over the one-year campaign. This campaign’s objective is to prompt sales of XYZ Business’s products and services over the one-year campaign.
Use the following format: This campaign’s objective is to [complete the sentence with your campaign’s objective – see examples above.]
Section 6: Marketing Channels
Choose three digital marketing channels to use in this marketing campaign. If your campaign objective focus is “increasing awareness”, you will have the most success with SEO, Social Media, and Digital Public Relations. If your campaign objective focus is “prompting sales”, you will have the most success with Email Marketing, Paid Search, Display or Social Media Ads, and Affiliate Marketing.
A solid integrated market plan also includes the complementary use of traditional marketing. Choose one or two traditional marketing channels you plan to incorporate into your campaign. Some traditional forms of marketing include print advertising, billboards, radio/television broadcasting, direct mail, etc.
In an organized manner, please describe your marketing strategy for EACH marketing channel. Address the following:
What platforms, tools, technologies and resources will you employ specific to this channel?
How will these efforts help support your brand, brand identity, and campaign objective?
What is the sales funnel/”call to action” for visitors when interacting with your marketing?
How will you optimize your marketing efforts to ensure the highest return on investment?
How will you keep customers and visitors engaged with your marketing efforts, and encourage repeat visits?
How will you drive traffic with your efforts?
Section 7: Content Strategy
Next, brainstorm different types of content that will appeal to your customer segments, such as blogs, videos, photos, infographics, articles, white papers, press releases, etc.. Make sure you include content that is compelling enough to give the reader the information he or she needs to think or act in a new way.
Using a format of your choice, create and insert an editorial calendar showing a typical month in your year-long marketing campaign. Each of your digital and traditional marketing channels should be included in the calendar. Focus on specific marketing efforts and content themes.
Section 8: Mockups
Include three mockups/examples of content that will be used on three separate platforms. Don’t forget to include a description of which channel will be used for each mock-up.
Research Requirement
Cite the research using APA in-text citations. Add the full APA reference to the references list at the end of the document, on the References page. Do not include the full APA reference inside the body of the document.
Deliverable:
When your paper is complete, save it as a Word document. Name your file LastnameFirstinitial_DMKPart2.docx and upload it to both the FSO platform and Turnitin.com site before the deadline.
As a friendly reminder:
All Assignments are REQUIRED to be submitted via Turnitin.com
Class Number: 19558738
Key: 241933
Similarity Index over 20% is considered a Flag for Plagiarism (even with citations).
Please contact Dr. Spellman, via the phone, with specific questions.
