Digital Marketing & Advertising: Assignment 2 - Digital Marketing Strategy

Instructor: Ryan Villard
If you have a College Accelerator membership and are seeking college credit for this course, you must submit your final project and pass the proctored final exam. You must submit your complete final project before registering for the final. Below you will find a prompt and instructions for submitting your final project, along with a rubric that describes how your project will be graded.

About The Assignment

You work for a digital marketing agency and you've been asked to prepare a digital marketing plan and a PowerPoint presentation that will sell your plan to your client. In your plan, you will assess the competitive market for a fictional company and create a digital marketing strategy to achieve their business goals. Your plan will include a detailed monthly marketing schedule and a budget.

Please see the Company Details for Digital Marketing & Advertising Assignments for essential information about the fictional company for this assignment. You will need to read it before beginning this assignment.

Digital Marketing Strategy

For this assignment, you will use your analysis from the Market and Business Evaluation you completed in Assignment 1 to inform how you shape the digital marketing strategy for EcoFresh. You'll create a unique strategy to achieve EcoFresh's business goals and marketing objectives. Please write a report that contains the following sections:

  1. Recommended Digital Strategy: Detail your recommended marketing campaign, including digital marketing and media strategy. Length: 250 - 300 words
  2. Campaign Message: Describe and explain your digital campaign message. Length: 200 -250 words
  3. Editorial Calendar and Budget: Detail your recommended digital marketing activities by month, including creative, agency, and digital media with budget allocations. Include a sample of a one-month editorial calendar for next year. Length: 250 - 300 words.
  4. Monitoring and Optimization: Describe how you will measure and improve digital marketing performance during the campaign based on KPIs and any other factors. Be specific, and provide a situational example that would prompt a change or optimization. Length: 200 - 250 words.

Please write each of these sections in a single Word doc. It is important that you explain the rationale for your recommendations. You must specifically address why you are recommending these strategies and tactics, why the client should believe your recommended digital marketing strategies, and why your implementation will be successful.

As a reminder, to complete this assignment you must use both your findings from the Market and Business Evaluation you completed in Assignment 1 and the information in the Company Details for Digital Marketing & Advertising Assignments.

Using Research and Sources to Support Your Recommendations

The digital marketing plan and presentation must represent original work developed by you for this course. Your analysis and recommendations must be supported by research about the market and consumers for natural cleaning products, trends, competition and digital marketing. Sources of primary and secondary information referenced must receive appropriate credit, using APA format.

If you're unsure about how to use APA format to cite your sources, please see the following lessons:

Determining Research Information Quality

One way to establish the credibility of your recommendations is to only use the highest quality sources of market research and digital marketing information. Consider the following factors when evaluating source quality and only rely on the best sources you can find.

Primary Sources: The best authority on digital marketing and advertising tools and processes are the companies who offer the services. For example, if you want to know about Google AdWords, do not refer to an article someone wrote about using Google AdWords, go directly to the Google AdWords site.

Authoritative: Is the author an authority and does the author have the credentials (educational background, past writing, experience, proven skills) in digital marketing?

Accurate: Is the source objective and impartial? Is the information included in the article from creditable sources and referenced or linked to source information?

Timely: Digital Marketing is a highly-dynamic field. It is essential to only use recent and current information. Something written in 2015 could be out-of-date and no longer accurate.

Grading Rubric

Your digital marketing strategy for EcoFresh will be graded based on the following rubric:

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