Digital Marketing Campaign

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Project Description

Assignment Length: 2500 words

Will need it by the 6th of April.

WHAT IS A DIGITAL MARKETING CAMPAIGN ? A digital marketing campaign is a marketing campaign focused on execution using a range of digital platforms. Digital marketing is not just online! It requires use and coordination of multiple customer touch points and planned, meaningful communication to achieve a set marketing goal. This campaign plan sets out a roadmap for the execution of the campaign, starting with analysis of the environment and your target market and ending with implementation and tracking of key campaign goals.

Executive Summary
1.0 Introduction
2.0 Organisation Vision, Mission and Values
3.0 Marketing Vision and Mission
4.0 Situation Analysis
4.1 External Environment
4.1.1 Market Overview
4.1.2 Competition
4.2 Internal Environment
5.0 Marketing Objectives
5.1 Short Term
5.2 Medium Term
5.3 Long Term
6.0 Strategy
6.1 Branding Strategy
6.2 Content and Engagement Strategy
6.3 Traffic and Acquisitions Strategy
7.0 Tactics
7.1 Resources
7.2 Budget
8.0 Implementation
8.1 Marketing Mix
8.2 Display Advertising
8.3 Social Media
8.4 E-mail Marketing
8.5 Other Activities
8.6 Activity Plan
9.0 Evaluation

Background Information:
For many industries and businesses digital marketing has become an important means of communicating with current and future customers through a variety of advertising, promotion and communication styles. A sound digital marketing campaign is the blueprint for specific digital marketing activities, detailing the strategies and tactics that will be used to achieve specified objectives in a given time period.

Task Scenario:
You have recently been appointed the Digital Marketing Officer (DMO) for [Insert the name of a Town or City of your choice]. An important source of income for [Insert the name of a Town or City of your choice] is tourism. Recently some competitor cities and towns have been actively
promoting themselves in your tourist markets. As a result your tourist markets are under attack and your superiors are concerned that tourist numbers visiting your city/town might decline. Your first task as DMO is to develop a Digital Marketing Campaign to attract greater numbers of tourists to [Insert the name of a Town or City of your choice].

If you choose to do a digital campaign for a town then you have a budget of $100 000. If you choose
to do a digital campaign for a city then you have a budget of $250 000 (see Note 1).

Develop your campaign by working through the Digital Marketing Campaign Workbook.

Note 1.

You have been allocated a budget of $100 000 (town) or $250 000 (city) for this campaign. This has to cover everything! For example, if you decide that you need to hire additional staff then this money has to come from your budget. I don’t want you to spend hours and hours trying to find out the cost of things – an educated guestimate will be fine. The reason for the budget is to give you a framework for the size of your campaign and the sorts of things that you can plan to undertake.

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