Based on the client brief below, develop a digital marketing plan using the SOSTAC planning system. The Barbados telecoms market is highly competitive. And, at the same time, if a provider is to win share, customers need a new reason to choose the brand beyond cheap data deals. Pre-campaign research revealed category dissatisfaction and a series of ‘pain points’ that left them feeling ripped off, with one common gripe being expensive roaming charges when they used their phones abroad. It was found that the holidaymakers used much more data abroad than they would have done otherwise. Research also highlighted that holidaymakers were not using this data to check out local restaurants or attractions but instead were checking out and posting on their social media accounts. • Develop an omnichannel digital marketing campaign designed to connect the brand with holidaymakers and ultimately sell more of the new product. The developed digital marketing strategy should include: • Develop the Strategic Approach i. Social media marketing (what platforms? Why? How?) ii. Email marketing (Why? How?) iii. Influencer Marketing (Why? How?) iv. Display Advertising v. SEO & SEM (Keywords, search terms, etc.) • A Detailed Content Plan with Mock-ups • A Schedule of All Other Activities • Brand: KONNEC Barbados • Target Location: Barbados • Category: Telecoms • Audience: Young Professionals • Budget: $10,000 USD • Campaign Duration: 8 Weeks
