Assignment Task
Assessment 1
The Digital Marketing Plan
Project Overview: As part of this assessment, you are tasked with creating a comprehensive digital marketing plan to help D’Rose Development Consultancy Ltd. enhance its sales over the next 12 months. The primary objective is to increase sales by effectively promoting the company’s courses, events, and coaching services through various digital marketing efforts.
Role: You will take on the role of the Digital Marketing Manager and develop a strategic plan that leverages the power of digital marketing to reach a broader audience, engage potential customers, and drive conversions and sales. The company seeks your expertise in crafting a strategy that will address the challenges faced in previous social media management outsourcing attempts. Notably, previous efforts on LinkedIn and Instagram, including regular posts, failed to yield improvements in engagement, inquiries, or website traffic.
Your digital marketing plan should encompass the following key areas:
Project Objectives: Clearly outline the project’s main goal, which is to increase sales by promoting courses, events, and coaching services through digital marketing efforts.
Segmentation/Target Markets/Positioning: Identify and analyze the target audience for D’Rose Development Consultancy. Develop strategies to effectively position the company’s offerings to resonate with the identified audience and stand out from competitors.
Digital Marketing Mix: Craft a comprehensive digital marketing mix that includes various strategies and channels. This mix may encompass social media marketing, email marketing, search engine optimization (SEO), content marketing, paid advertising, and other relevant digital platforms.
Conclusions: Summarize the key findings, strategies, and action plans outlined in the digital marketing plan. Emphasize how the proposed strategies will help the company overcome previous challenges and achieve its sales growth objectives.
Project Objectives: The main goal of this project is to increase sales by leveraging digital marketing to reach a broader audience, engage potential customers, and drive conversions. The specific focus will be on promoting courses, events, and coaching services online.
Segmentation/Target Markets/Positioning: To achieve success, the digital marketing plan should carefully identify and target the relevant audience for D’Rose Development Consultancy. This will involve effective market 3 segmentation and positioning strategies to resonate with the target customers and differentiate the company from competitors
Digital Marketing Mix: The digital marketing mix will encompass a range of strategies and channels to maximize the impact of the campaign. This may include a combination of social media marketing, email marketing, search engine optimization (SEO), content marketing, paid advertising, and other relevant digital platforms.
Conclusions: By developing a robust digital marketing plan, D’Rose Development Consultancy can overcome the challenges they faced in previous social media management attempts. The plan should address the low engagement, inquiries, and website traffic while guiding the company towards achieving its sales growth objectives.
In terms of the content of the Marketing Plan Report, you will be marked on the degree to which you:
Demonstrate a thorough understanding of the purpose of the exercise.
Display knowledge of the planning tools and theories involved and an ability to apply them effectively.
Demonstrate the ability to select critical points, evaluate them, and communicate the conclusions effectively.
In terms of overall presentation, you will be marked on the following:-
Language (Appropriate Language, Grammar, spelling, etc.)
Presentation (Layout, Style, Quality, etc.)
Further Guidance on the Marketing Plan Report
1. Objectives – objectives need to be SMART but it is unnecessary to explain in detail how smart they are.
2. The balance between market analysis and the actual planning/actions – ensure that your submissions are balanced with regards to analysis and planning. For example, do not use a lot of space summarising the analysis, at the expense of setting objectives and planning objective-specific marketing strategies and tactics.
3. Vagueness – planning needs to be very specific; stating that you will use ‘social media’ for promotion because it is the ‘most efficient tool’ is not enough. You need to explain the social media tool (s) – what they are, why you are using them and how you would use them.
4. Academic content – you are expected to apply models, and not just describe or define them. For example, your SWOT or PEST analyses should not read like textbooks in which you explain what SWOT or PEST are – this is essentially incorrect. You needed to apply them and not describe them.
5. Executive summary – an executive summary should be written in a way that allows the executive who reads it to know what the problem is and how it is to be solved. Essentially, it is a summary of your problem 4 statement, objectives and how to achieve them (i.e. how to solve the problem). The key findings and recommendations should also be presented in this section.
6. Secondary data use – Analysis should be supported with secondary data (from the literature). You should demonstrate wider reading and acknowledge the sources of your information, both in the main body and in your bibliography. Avoid making very bold but not substantiated statements, such as ‘the best clothing business in the UK’ or ‘massive campaign’ or ‘massive customer segment’. Give numbers if you think the segment is large and compare it to other segments to give an idea of the size of it
