Overview
Step 1: Choose your business/Industry that you will design a 360 Digital Campaign For and complete the following
Business: Luka Abodes (https://www.luka-abodes.com/)
Target Audience ___________________________________________________________________
(be specific think about demographics and psychographics. For example Gen X of moderate means seeking validation that they're getting a good deal)
Micro-Moment that Triggers Target Audience _____________________________________________
(It's okay if you want to choose more than 1 micro moment, but if you do so make sure the rest of your campaign is indeed working to target these moments)
Overarching Campaign Objective________________________________________________________
(Think about this in terms of the Digital Marketing goal funnel - is this a newer brand/company that is focused on generating awareness and driving traffic, or are they more established and seeking now to convert or maximize revenue - make sure the campaign you build is focused on achieving this identified goal)
Campaign KPIs (what metrics will you use to measure success)
____________________________________________________________________________________
Step 2: Sort Your Tools
Think about all the digital marketing tools at your disposal. Now, sort them into the 360 Framework where you plan to use them. Remember it's perfectly Okay to use the same tool in more than 1 place on the Framework.
- Note I have provided a list of tools, but this is not 100% comprehensive so feel free to pull in additional tools that may not be listed.
Step 3: Develop Your Campaign
From Acquire to Retain build out how you see bringing your campaign to life. When completing this I want to see both visuals (which can be screen shots, hand drawn, template leverage, etc) and text explanations. I have provided some templates to use along the way but I don't want to limit or force your creativity.
You can build out as many components of the campaign that you believe are needed and feel free to include any off-digital efforts you think you would use as well (i.e. instore display, traditional magazine advertising, 30 second radio spot). But you MUST include the following
- A tool (or several) listed in each bucket/touch point and explanation of how you will use that tool to achieve the digital marketing goal associated with that bucket/touchpoint
- Keywords that you're building your content strategy around
- When providing these list/show how you determined these keywords (note some of this you've already done so feel free to copy and paste from previous assignments)
- Indicate if you will be using keywords for SEO only or a combination of SEO and Paid search
- Indicate IF you are using Paid Display - if not move on to other sections, if yes
- Screen shot from a paid template or DRAW what you plan to create
- Use google ad or other free templates available on the web
- Keep in mind AI often optimizes the display ads, so make sure you include 2-3 titles, sub header, images and text you'd want included
- Website Design
- Indicate what Website design principle are you using (Usability, mobile first, 3 questions, Conversion centered)
- Show Title/Page tags, Headers, Images, content
- Indicate if this is a one landing page site or multipage site - if multipage - show the title tags/headers and general layout for each page
- List/show additional page elements you will be using to aid in browsing and choosing (remember to think about building the basket and upgrading the purchase)
- Use WebDesign template Weebly if desired
- Content Strategy
- Draft Emails (if using Email Marketing) - include what type of emails you are generating (Triggered, Onboarding, Transactional, Relational, mix, etc.)
- Provide a calendar that shows how much content you plan to create and when that content would be launched, where it would be launched and the goal of that content (i.e. generate awareness, drive traffic, reputation management, etc)
- Develop/Draw out a few content pieces for each platform you will be using (you do not have to create a full years worth of content) For example if you are going to leverage Social Media (unpaid) then provide an example of the post you'd create, if you plan to create a video draw a picture and explain what the video would be like, if you're leveraging an influencer put in a picture and explain what the influencer would discuss. Do not worry about "prettiness" of this - ugly stick figure drawings, squares and circles are GREAT the main thing is the thought process not the picture
- Loyalty/Retention Strategy
- Provide a clear example of how you will respond to your viewers and consumers to generate a stronger connection and drive loyalty (keeping that business heart pumping)
- Explain how you believe these tactics and strategy will bring in additional revenue (directly or indirectly)
Step 4: Assess Your Campaign
While you may not be able to generate TRUE Google Analytics on your site/content I would like for you to "play pretend" a bit. As noted every campaign has objectives and KPIs - going back to the KPIs you listed in Step 1 indicate….
- How you will evaluate each KPI,
- What steps you would take to improve performance if the analytics were to show that your KPIs are not being met