Overview
This week you will continue developing your marketing and communications plan for the Westside Coffee Company.
Review the Coffee Shop Keyword Search.
Identify the top 5 keywords that The Westside Coffee Company should be using in website copy and headings to get better search engine optimization (SEO) organic search results from Google. Provide a rationale for your selections.
Allocate a budget to optimize a $500 per-week budget for Google Ad word marketing to get The Westside Coffee Company featured at the top of the search page in Google pay-per-click results. List the keywords you will bid on and the budget allocated to each. Provide a rationale for your selections.
Write a 250-word content marketing story on The Westside Coffee Company to promote The Westside Coffee Company in the local newspaper that can also be reused on other digital formats, including website, social media, and email blasts to customers.
(A note about using ChatGPT for this writing assignment - it provides the exact same content story each time this assignment prompt is placed into ChatGPT. This results in multiple students submitting "word-for-word" copied content for this assignment – which is easily identifiable as AI-generated text. ChatGPT is a great tool for research, brainstorming and idea generation. HOWEVER, text or AI drafts should be edited and put into your own original words for submission. This would also be important in your marketing work, as well, to avoid cookie-cutter content that is not representative of your unique brand and voice.)
Create a $3,000 monthly advertising plan for The Westside Coffee Company. Use the media costs provided on the Local Media Costs tab in the spreadsheet and justify your recommendations with data.
Format: You have two options: Word document in combination with Excel for the advertising budget. Or, one Word document using tables in Word for the budget portion.