SOLUTION: Digital Marketing & Social Media | My Assignment Tutor

Digital Marketing & Social Media Individual Assignment THE ASSIGNMENT Acting as a Digital Marketing consultant, you have been asked to prepare a Digital /Social Media Marketing plan for Starbucks. Word limit: A formal digital marketing plan with a word limit of 3000 (excluding references and appendices). Referencing: Harvard style STRUCTURES, EXPLANATION AND FRAMEWORKS It is recommended that you choose a strategy planning model to help you write your report e.g. SOSTAC planning framework applied to digital marketing strategy (Chaffey & Smith, 2008). You can choose to use any strategy planning framework, however, most of the students find SOSTAC useful and easy to use for this assignment. I will introduce how this assignment can be structured using SOSTAC, and I am sure the content can also be applied to other framework of your choice. You can use the components of the framework as main headings of the sections for the report. The SOSTAC framework Here is the framework (Chaffey and Smith, 2008), make sure you cite the framework when you insert it in your report. Feel free to copy the figure that I provide below to your report, you can also change the design (e.g.color) by clicking the figure and then hit the design tab to change. The structure You must as a minimum cover the following sections in your report, and add more if necessary: An executive summary You should provide a short summary of the main points of your report, but please note that this is not an introduction. This is normally the last step of the writing. A brief analysis/introduction of the situation (SWOT, PEST, Platform analysis-website analysis) In this section, you should provide some contextual foundations for readers to understand the information in the plan. The sub-sections you may want to include are: introducing/describing the company/industry,what are the competitive advantages,what are the main challenges/problems of the company,and most importantly, describe how social media and digital marketing can help to solve and improve the current problems.it would be very helpful if you also analyse the competitors (with regard to their digital marketing performance, what they have done and achieve) in this section as a part of the situation analysis. If you are developing a campaign which focuses only internally on the staff of your own organization, you then can compare the past social media and digital marketing performance. Using reports and online statistics to support your description of the company or industry (possible sources for reports are listed in session 9 and on Canvas under digital tools)Using business and marketing strategy framework to guide the analysis. Relevant frameworks can be used in this section are listed in session 9 – Situation Analysis – Long List Examples), the most common ones include PEST and SWOT (but please make them, digital and use the Stratgegic SWOT or TOWS matrix). If you want to analyse the platform specific performance, for example website analysis (of your own organisation or competitors), you can have a look at the examples in session 9 and previous assignments on Canvas. Objectives (SMART, 5S model)Start this section with an overall objective, for example, you can have a general statement as follow (do not copy and paste, just to give you an idea), try to elaborate it to a more detailed objective: The overall objectives for you is to communicate _______(the theme of your content) with _____(your target audience) to ____(the purpose of your program, e.g. build awareness or encourage trial/engagement). Then you need to be SMART (use SMART framework to discuss your objectives) about your objectives. Use numbers/percentages (for example, 5% sales increase on company website in 18 months; or 10,000 local pledges to be safe around trains on website). Feel free to copy the framework below, and fill it with your own objectives in the SMART dimensions, it’s not a pretty table but useable… also make sure you discuss each of the dimension in text of your report. SpecificMeasurableAttainableRelevantTime Based– State what you do– Provide a way to measure– Within your scope– Make sense within your program– When you will start and get it done, provide dates You can also use 5s model (Chaffey & Chadwick 2012) in addition to SMART, to discuss the objectives in a digital context. It’s not necessary to cover all of the 5Ss, choose what is relevant to your plan. Remember to cite the framework in your report, include the figure but also write in text to discuss with regard to your own digital marketing campaign. Strategy (online marketplace map, personas development and RACE model)In this section, you should talk about the ‘big idea’ of your digital marketing/social media plan. Explain what is the big idea – the content you are going to create and how you going to communicate the content with your audience (also including all other office channel communication). RACE model can be used here to guide the discuss of the ‘big idea’. Make sure that you apply models to the case. More information /explanation of RACE tool can be found at Canvas/Modules/Group Tasks-Task 6(a). Use online marketplace map to describe the audience segmentation, and traffic flows of your campaign (the route that you audiences travel to get to the final destination). Also define the competitors in the map. You should use images here to enrich your diagram.Discuss customer/audience segmentation and targeting (use personas template here to support your argument). Make sure your personas development is consistent with the target audience defined in the market place map. There are template available on Canvas under Digital Tools, you can also find more online. Tactics In this section, from your ‘big idea’ detailing your digital/social media-marketing mix, with reasons to support them. Define how you will implement your strategy – the tools that you are going to use to deliver your content (digital marketing mix – combination of the tools) and when you’ll do it. Your goals for each tactic aligned to the main objectives and how it will be measured. Please look at session 9: -potential tactics to pick the relevant ones for you. Actions This section allows you to provide the detailed plan of how to break down tasks. You can use tables to present the plan/actions. At least use one table (you can get an idea from session 9) to list all the task based on different platform (and timeline), describe all the activities that need to follow up. Relevant columns can be: Events Planned, Content Type, Channels, Frequency, Other. It would be better if you can also include another Gantt chart to present the timeline. Control You should discuss how you will evaluate and review the digital marketing plan in this section. You should show how you track, measure and evaluate the activities. Refer back to your objectives defined at the beginning and also discuss how you track and monitor the whole process (strategy, tactics and action). You can get some metric ideas by looking at the metric report under digital tools and also read the following:Social Media Marketing, Barker et al Chapter 14 & 15 Internet Marketing, Roberts & Zahay Chapter 18 In session 9 there are also some templates used by previous assignments. 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. Due to the nature of the assignment you might decide to make a number of assumptions (e.g. when you develop personas), on which you base your recommendations. Please make sure you explain your assumptions clearly so that the marker can understand your suggestions and rationales.