3040MKT Digital and Social Media Marketing

What to include?

1. Title page

2. Executive summary (one page maximum, excluded from word count)

3. 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
   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 or two 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).

7. Digital hourglass
   Design a digital hourglass for your client. In most cases, it is easiest to create 1 hourglass for 1 specific persona. However, if you feel that your hourglass can cater to multiple personas that is fine too.
   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:

o White paper, E-book, report
o Blog (write a brief blog post example / introduce a blog series)
o Webinar (suggest and map out a series of webinars)
o 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)

9. Budget

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:

o SEO management (if outsourced – get quotes)
o SEM campaign management (PPC) (if outsourced – get quotes) o Email software (e.g. Mail Chimp fees)
o 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:

o 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

o Digital channel distribution (where is the content going to be distributed, e.g. email, social, web,

blog, etc).
o 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. Refer to https://www.griffith.edu.au/library/study/referencing. Consistency is important. Minimum of 15 references.