Week Three Assignment — Digital Marketing Plan
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Instructions
In this class, you will create a digital marketing plan for a small to mid-sized business that is currently lacking a strong digital marketing presence (hereafter referred to as the “client company”). Assume the role of digital marketing consultant retained to create an actionable digital marketing plan for the client company. Each week, you will write additional components of this plan so that by the end of Week 4 you have a complete digital marketing plan for the client company. Write in third person (avoiding first person pronouns like I, me, my, etc).
Develop the following sections of your client company’s digital marketing plan:
Website Design & Functionality Plan – This section should make actionable steps the company should take to improve its website’s design and user experience. If the company does not have a website, this section should lay out a proposal for a company website including: the main pages to be included in the site, the type of content to be included, the functionality the user will be able to access via the site, and any other requirements you would specify for the site design.
Digital Customer Support Plan – This section should address how the company should utilize digital tools to support and serve both prospective and existing customers. There may be some overlap in this section with other sections of your plan, as customer support can be conducted via email, website, text, social media, live chat, video calls, etc. Therefore, be sure to narrowly focus this section specifically to address customer support/service which is normally initiated by the customer.
Social Media Marketing Plan – This section should make specific recommendations for the company to utilize social media platforms to effectively reach its target audience. Paid social media advertising should have been addressed by your Digital Advertising Plan in Week 2, so there is no need to reiterate it here. Instead, focus on which specific social media platforms the company should maintain accounts on, what type of content they should post (be specific), recommended posting schedule for each platform, and which specific platform-specific tools the company should use (e.g. Reels, Stories, Posts, YouTube Shorts, polls, contests, direct messaging, tagging, etc). Your plan should make recommendations for response time to comments made on company posts, direct messages via social, etc.
Customer Relationship Marketing Plan – Customers are expensive to acquire, and loyal customers are the most valuable assets a company has. This section should address recommendations the company can implement to use digital tools to strengthen their relationship with existing customers. This section may be brief if you have addressed CRM recommendations in your other sections.