Digital Marketing Plan $-$ Final Project You will be applying...

Digital Marketing Plan $-$ Final Project

You will be applying digital marketing thinking in a plan for a real brand. It is critical that you work as a team through all aspects of this assignment. You are all collectively responsible for the final submission, just as you would be as a team from a marketing agency brought in to consult on this project. Do not simply divide up the questions amongst the team members, as the lack of cohesion will be obvious to your client. You should all have input into each section, and all review the finished recommendation together.

The Client

The client you will be developing a plan for is a consumer product called Joseph's Nutless Clusters $($nutlessclusters$.$com$).$ Nutless Clusters is an all$-$natural bite sized snack made with dates, coconut and brown rice. It is offered in $3$ flavours $($chocolate$,$ raspberry or original$).$ These snacks are non$-$GMO, gluten$-$free and peanut$-$free, so they offer very targeted appeal to specific audiences, and also appeal to anyone wanting a healthier and tasty snack alternative.

The Ask

You will develop a digital marketing assessment and provide a plan with specific recommendations for this client. You will need to submit a professionally laid out plan to Blackboard.

Your plan must include ALL of the following elements:

PART I

Assess the current social media strategy employed by the brand, and provide thorough analysis on their channel mix, how well each of their social channels follow best practices and where gaps may exist. Be detailed in your review and insights. Then provide $3$ specific recommendations for improvement.

Select ONE of the following target audience profiles and provide an overview of your understanding of that particular target, including your target persona, insights about them, and a customer journey map. Select only $1$ of the below:

Person with celiac disease or gluten$-$sensitivity

Person with a peanut allergy, or parent of a child with a peanut allergy

Parents of children looking for lunch ideas to send to school

Young adult looking for a healthier snack alternative

PART II

Based on the target audience you selected above, provide all of the following:

Influencer Plan $-$ Outline $3$ relevant Canadian influencers that you think would be a good fit for this brand with your identified target. Provide a profile of each influencer, and an explanation of why you believe they would be a good fit for partnership with Nutless Clusters. Then detail how you would engage them.

Paid Social Ads $-$ Develop $3$ social ads that would resonate with your identified target, on $3$ different social platforms $($ie$.1$ post for each of Facebook, TikTok, Instagram, or any social platforms you recommend $-$ pick $3$ different ad formats and$/$or platforms of your choice$).$ Each post must be different from each other, but should all fit with the overall brand and resonate with your defined target audience in a relevant way. A mix of visual $($video or static$)$ and copy should be incorporated. Each post must meet required specs for your selected platform, and include the post visual along with supporting copy based on the required ad specs. Show the ad as it would appear in the platform.

SEM Ads $-$ Develop a GoogleAds plan for your identified target. It should include your specific targeting criteria, keyword selection $($with associated research$),$ recommended campaign elements, and $1$ complete sample search$-$based ad$.$ Your ad must meet all GoogleAd specifications and be written to drive action from your target.

Paid Digital Media Strategy $-$ If you had a budget of $$20,000$ for media for Q$3($July$-$Sept$),$ what paid digital or social ad types would you choose to run? Develop a recommendation of what platform$($s$)$ and format$($s$)$ you would implement, along with any testing considerations. Also identify how you would measure success. Note $-$ you do not need to provide specific budget breakdowns, however the $$20,000$ budget should be kept in mind as a guideline for not spreading yourself too thin.