Based on the client brief below, develop a digital marketing plan for a local business of your choosing using the SOSTAC planning system. This digital marketing plan will be presented in class on $18$th April $2024.$ Please submit a digital copy of your slides and additional materials to support your strategy and plans on this day. The developed digital marketing strategy should include the following: Team Introduction

$$ Analysis$/$Assessment of industry and trends

$$ Buyer Personas $(2$ Minimum$)$

$$ Digital Marketing Objective$($s$)$

$$ Develop the Strategic Approach

$$ Social media marketing $($what platforms? Why? How?$)$

$$ Email marketing $($Why$?$ How?$)$

$$ Influencer Marketing $($Why$?$ How?$)$

$$ Display Advertising

$$ SEO & SEM $($Keywords$,$ search terms, etc.$)$

$$ A Detailed Content Plan with Mock$-$ups

$$ A Schedule of All Other Activities

$$ Marketing Analytics: what to measure? What analytics? What tools to use?

$$ Campaign budget breakdown $($include a justification and expected ROI$)$

Group Assignment Client Brief

$$ Brand: KONNEC Barbados

$$ Target Location: Barbados

$$ Category: Telecoms

$$ Audience: Young Professionals

$$ Budget: $$10,000$ USD

$$ Campaign Duration: $8$ Weeks

The Challenge

The Barbados telecoms market is highly competitive. And at the same time, if a provider is to win share, customers need a new reason to choose the brand beyond cheap data deals. Pre$-$campaign research revealed category dissatisfaction and a series of $$pain points$$ that left them feeling ripped off, with one common gripe being expensive roaming charges when they used their phones abroad. It was found that the holidaymakers used much more data abroad than they would have otherwise. Research also highlighted that holidaymakers were not using this data to check out local restaurants or attractions but were checking out and posting on their social media accounts.

$$ Develop an omnichannel digital marketing campaign to connect the brand with holidaymakers and sell more of the new product.