Beruflich Dokumente
Kultur Dokumente
Digital Marketing
Plan
Part I, II, III & IV
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OM
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Hello, AP students!
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(Weekly)
How to submit your assignment
for Parts I-IV:
1. Join our Facebook group.
CDM Acceleration Program Batch
9
2. Save your assignment as an image
file and upload your outputs in your
respective group albums that can be
found in the FB group page.
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Deadline
Topic
(12 noon)
June 15 (Wed)
Week 2
June 22 (Wed)
Week 3
June 29 (Wed)
Week 4
July 6 (Wed)
Week 5
Complete DM plan
July 13 (Wed)
Week 1
I. Target Shopper
Portrait & Purchase
Insight
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VITRUS
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This brand brief is for educational purposes only. The information in this brief
(except for the Competitive Landscape) is fictional, and any similarities to
actual companies, past or present, is not intended.
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Disclaimer
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Brand Purpose
Value Proposition
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Flavors
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The Challenge
The Challenge
Business Objectives
Forty percent (40%) increase in the number of bottles sold within
the next 12 months
Marketing Goals
Note: Based on the channels/platforms that you will
recommend, create S.M.A.R.T. marketing goals that
will lead to the achievement of the set business
objectives
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The Challenge
www.vitrus.com.ph - brochure
website
Digital Assets of
Vitrus
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Note: Learn more about the mentioned brands by doing further research. Visit their
official websites and social media accounts.
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Competitive Landscape
Planning and
Research
Creating the
Creating the
Platform
Platforms
Strategy
Objectives
Customer Profiling
& Customer
Journey Map
Target Shopper
Portrait
Right Message and
Big Idea
Strategy:
Production of
Owned Platforms
Publicizing
the Platforms
Analysis and
Measurement
Integrated
Touchpoint
Planning
Strategy:
Publicizing of
Owned Platforms
Conversion Funnel
KPIs and Metrics
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Co
R nc
ec ep
al t
l
Planning and
Research
Part I
Target Shopper Portrait
Lets start by knowing your target shopper. A brand should know
where to spend their money and energy to maximize ROI and profit.
You are free to identify a new target market, and then come
up with a detailed description of him or her.
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Once you have identified your target market (i.e. ABC male and female, 1-10 y/o),
imagine a specific person from within that range and describe him or her as extensively
as you can, just like what you did with your group activity in the classroom session.
This is now your Target Shopper Portrait. Profile them by:
Sex
Age bracket
Lifestyle
Buying behavior
Digital usage habits
Content / Media consumption (e.g. Facebook - 3 hours per day)
Others (You may add you own!)
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Purchase Insight
Co
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ec ep
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l
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Sex
M/F
Age bracket
15-35y.o.
Lifestyle
Has a regular 9-5 type work for a BPO Agency; Tries to squeeze
in being fit by going to the gym 2-3 times a week; Joins a
maranthon/biathlon/triathlon 3-4 times a year; Foodie;
Adventure Junkie;
Buying behavior
Conformist; Often buys from convenience stores;
Digital usage habits & Content Media Usage
Watches TV 2-3 hours a week; On social media 10-15 hours a
day (fb, twitter, snapchat, instagram, etc.)
(Paste photo
here)
Name: Mikhail Gonzales
Age: 26
Gender: M
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Planning and
Research
Part II
Customer Journey Map
After knowing who your target shoppers are, their
journey to conversion is next to consider. Imagine
your target shopper and trace their journey!
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Awareness
Research
Purchase
OOBE
Activities
Motivations
Questions
Barriers
Put your name here (e.g. Juan Dela
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Publicizing the
Platforms
Part III
Right Message and Platform Strategy
How about we spice things up a bit? What is the message of
your campaign and how do you intend to deliver that
message? Good luck!
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Right Message
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Platform Strategy
How do you come up with a good strategy?
You have to look back at the following:
The problem and objective of your business
The marketing goals that will help you address the problem and achieve the
business objective
The right message that you want to say to your target shoppers
You will also have to consider the following:
Duration of the campaign
Marketing budget allocated for the whole campaign
Current digital assets
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After coming up with a Right Message for your campaign, its now time to deliver this
message to your target shoppers through digital channels and platforms. But its not as
easy as just picking out blindly which channels or platforms youll use. You will need a
good strategy.
Platform Strategy
For learning purposes, we have categorized the platform strategy into two:
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Right message
.
Guide questions:
Are these are the best
platforms to use?
What specific purpose will
these platforms serve?
Is everything aligned
from the objectives up
until the KPI/s?
Owned Platform
Owned Platform
Role/Purpose
Content
Role/Purpose
Content
KPI/s
KPI/s
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Publicizing the
Platforms
Marketing goal/s
Platforms for driving
traffic:
KPIs
Digital
Platform/
Channel
KPIs
Right message
Owned Platform
Owned Platform
Role/Purpose
Content
Role/Purpose
Content
KPI/s
KPI/s
KPIs
KPIs
Guide
questions:
Are these
are the best
platforms
and
channels
that can
drive you
traffic and
awareness?
Is
everything
aligned from
the
objectives
up until the
KPIs?
Are your
KPIs
realistic?
Paid ad
platform
Type
of ad
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Platform Strategy
INSTRUCTIONS: Give an explanation of your strategy.
THIS IS TO BE INCLUDED IN THE WHOLE DM PLAN ON WEEK 5. NO NEED
TO POST ON FB.
Business problem/challenge:
Purchase insight:
Overall strategy:
Execution:
Note: You may add more slides to suffice this part of your activity
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Part IV
Campaign Evaluation
To wrap it all up, lets do the (simple) math! This is where
you will determine if your plan will have a positive result.
Good luck!
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Analysis &
Measurement
Campaign Evaluation
Conversion Funnel
A conversion funnel is a
navigation path which you
expect your target shoppers to
follow to achieve your goals or
conversion.
Sample
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Budget for
production
*if applicable
*Please detail
PHP 800,000
Platforms/channels
Budget for
media:
*if applicable
*Please detail
[Path 1]
Overall
campaign
budget
Platforms/channels
[Path 2]
[other costs]:
*if applicable
*Please detail
Platforms/channels
[Path 3]
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Next slides contain the instructions for the last assignment.
Last assignment:
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Thank you!
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