Groups will be created for the purpose of composing a Digital Marketing Plan in Powerpoint. Each group will work together closely and follow the guidelines outlined below to create a Powerpoint Presentation for the Final Course Project.
List of key components:
- Business Summary: This should include the business overview as well as a roster of the members of your marketing team.
- Executive Summary: Your executive summary should concisely explain where your company currently stands, what you aim to achieve, and the role digital marketing will play in achieving your goals.
- Market Summary: Your market summary should be a report on the findings of your market analysis. It should include a SWOT analysis, as well as summarize market trends, forces, and forecasts.
- Competitor Summary: Your competitor summary should be a report on the findings of your competitor analysis. For each major competitor you include in this summary, list their strengths, weaknesses, core message, value proposition, and how your company differs from or outperforms them.
- Customer Summary: This is where you include any pertinent information about your target audience, with a few key details about the different buyer personas that exist within it, including the specific problem or challenge they face, what questions they might have, and why they might choose your brand.
- Buyer Personas: This is where you’ll include the actual buyer personas. Each persona should include demographic information, what that individual wants, how they find information, what their goals are, common questions, their specific pain points, and how your company can help them.
- Marketing Goals: This is the part where, using your company’s overarching business goals as a point of reference, you define marketing-specific goals. For example, if your overarching goal were to increase your company’s market share by 15% over the next fiscal year, your marketing goals might be to gain a certain number of new customers, either in general or in a specific industry or segment. These marketing goals will inform your digital marketing strategy — that is, the various marketing initiatives you’ll use to achieve those goals.
- Marketing Channels: This section of your digital marketing plan will list out the various channels you intend to use to reach your customers, with details about what goals you hope to achieve with each channel, and how you intend to measure your success.
- Marketing Initiatives: Your marketing initiatives are the projects you’ll focus on to achieve your company’s marketing goals. You might use a combination of search engine-optimized thought leadership articles, on-demand video content, a monthly newsletter, and paid digital ads to raise brand awareness and capture new audience segments. When scoping out marketing initiatives, be sure to keep your intended audience in mind, as well as what stage of customer journey and sales funnel they’re in. For each initiative you intend to work on, clearly define the following:
- What the deliverable will be
- What your SMART goals are (e.g. gain 1,000 visitors per month on a specific piece of content)
- Key performance indicators to monitor (e.g. for a blog post, these might include pageviews, unique visitors, conversion rates, and of leads generated)
- What steps you need to take to complete the initiative (e.g. conduct keyword and competitor research; write copy; design graphics; publish; promote through emails, social media, and/or PPC)
- Budget Breakdown: Establish an overall marketing budget; now, you’ll need to allocate that budget strategically across your various marketing activities and initiatives. This section of your digital marketing plan should include a projected monthly budget for each of your proposed initiatives.
- Marketing Calendar: To keep your digital marketing plan on track, plan out your marketing initiatives on a monthly or quarterly basis. When creating your marketing calendar, be sure to separate projects out by type, include the status of each project, link out to any related documentation, and list out what resources (personnel, budget, tools) you’ll need to support that project.
- Key Performance Indicators: Be sure to define KPIs for all of your marketing channels, as well as individual initiatives; these will serve as the foundation for monthly reporting and data analytics. For recommendations on which marketing KPIs to track, check out this free, downloadable resource.
Presentation should not exceed 15 slides. Each slide should only contain bullets (no paragraphs nor long sentences allowed). Each slide should contain a minimum of 5 bullets and a maximum of 7 bullets. Each presentation should include a coverpage and reference page(s). Each slide should have a heading using 34 font size and each bullet should be 28 font size. Times New Roman is the only font style allowed. Please be sure to select a template from Microsoft Powerpoint. Each group will be given 20 minutes to present and entertain a Q&A session.
