You are encouraged to develop a clear target audience for the plan. This may be in one of the following broad groups depending on the Mission, Vision and Aims of the organisation. You will need to develop full in depth ‘Personas’ in your assignment: • Consumers For products and services consumed by consumers • Customers For products and services bought for consumption by others, this may be the case for Business to Business based organisations • Audiences For social, charity and not for profit organisations that may be engaging in activities which includes behaviour change or wish to improve the image of their brand, products or services e.g. health campaigns, environmental campaigns, local government services or education • Stakeholders Stakeholders are individuals or groups with an interest in a project, programme or portfolio, because they are involved in the work or affected by the outcomes e.g. New building projects, infrastructure projects or organisational behaviour/culture change Using appropriate digital channels, you need to reach the target audience and set an overall aim for your plan from which should quantify the following objectives (these are generic and need to be made SMART): • Build awareness • Encourage trial/engagement • Build online advocacy/recommendation (eWOM) You will need to show that you understand the market environment from a digital perspective. It is also important that you are able to develop a ‘big idea’ for your plan, which brings together all elements in an integrated approach. You will have plenty of time to explore and critique ‘big idea’ generated by award winning campaigns during the module. A key aspect of this report is tactics, exploring the use of Social Media and Digital Marketing tools and techniques, to reach and engage relevant target audiences. Content Marketing online is particularly important, so you will need to consider specific content in addition to the tools used. For example, if you are recommending the development of a viral video as part of your plan, what will be the content? The Output A formal digital marketing plan with a word limit of 3000 (excluding references, appendices and tables). Examples will be available on Canvas, but they may not be the same wordcount. Further Advice It is recommended that you choose a strategy planning model to help you write your report . SOSTAC planning framework applied to digital marketing strategy (Chaffey & Smith, 2008). You may also want to use the RACE (Chaffey, 2008) to assist your Objectives, Strategy and Tactics. Make sure that you apply models to the case. You must as a minimum cover the following: • An executive summary (a short summary of the main points of your report – note that this is not an introduction) • A brief analysis/introduction of the situation • Objectives (SMART) • Strategy & tactics from your ‘big idea’ detailing your digital/social media-marketing mix, with reasons to support them • Control – how you will evaluate and review the digital marketing plan Be critical and creative in your work. Make sure that your plan is integrated in a way that it is clear that your tactics flow from your objectives and are relevant to your target audience and your client. Previous examples will be made available on Canvas. Due to the nature of the assignment you might decide to make a number of assumptions, on which you base your recommendations. Please make sure you explain your assumptions clearly so that the marker can understand your suggestions and rationales.
