Final Project Scope DEVELOP A COMPREHENSIVE DIGITAL BRANDING PLAN FOR A FICTITIOUS COMPANY YOU WILL NEED TO CREATE. Your company may be a product or service, business to consumer or business to business. Ideally, the company should have e-commerce or online lead generation as its primary source of revenue or conversions, but it may also have a retail location too. RESOURCES One of your best resources you can use is what would be a real (current business) competitor of your new fictitious business. For example, if I chose the fashion industry and created an athletic apparel brand, I could use Lululemon or RYU as my competitor research and digital branding benchmark . . Final Project Deliverables The goal of this project is for you to go through the process of creating a digital branding marketing plan; therefore, all of the following digital branding activities must be included in order within the plan: Title Page Table of Contents Executive Summary Company Introduction Branding Brand Aspiration Brand Positioning Statement - Value Proposition Brand Promise Font Family Selection - Colour Palette Visual Mood Board Logo Target Audience Persona User Journey - Map . Content Strategy - Website Search Engine Marketing SEO - PPC Social Media Online Advertising Email Marketing and Automation IN WIR NUTRILION Mobile Marketing Measurement - KPIs MKTG 3654 DIGITAL BRANDING FINAL PROJECT OUTLINE Measurement Tools Dashboard Deliverable Details and Tips POINT OF VIEW Please write the plan in the 3rd Person. Although you are creating your own brand it is my preference that is written from a 3rd Person perspective. You should not be stating. "We will do this, and I will do that" or "Our goal is this and our strategy is that". EXECUTIVE SUMMARY Summarize the digital branding plan by stating who the company/brand is, what they dd, who is their primary target audience, what are their goals, how will they be achieved, and how will you measure for success. The Executive Summary should sell the story of the plan! COMPANY INTRODUCTION Provide a brief summary of the company. This could include what their primary business is, why was the company started, what problem are they trying to solve, or what opportunity are they facing within the chosen industry. BRANDING Brand Aspiration What is the brand's reason for existence? Value Proposition What value do you provide to your customer? Brand Promise What is your promise of delivery to your customer? Font Family Selection Choose a font that represents your brand Colour Palette . Select the main colours of your brand that would be used on your website, business cards, etc... Visual Mood Board Create an image mood board that best defines your brand's essence Logo Do your best to create a unique brand logo Brand Positioning Statement Who you are, what you do, Who you target, Why are you different, What is your brand promise? MKTG 3554 DIGITAL BRANDING FINAL PROJECT OUTLINE TARGET AUDIENCE Provide a persona of the target customer using the following template: Image of your persona Find the ideal picture of your target customer Profile What are their demographics, psychographics, and purchasing and online behaviour Goal What is their primary goal when considering the use of the service or product Challenges What challenges might they be facing that would initiate action in using the product or . . service What Can You Do? To help the persona achieve their goals Marketing Message How will you describe your solution to the target audience? USER JOURNEY Create a user journey map of a customer's path to purchase from awareness to decision. CONTENT STRATEGY Provide the details and examples on how you would execute your digital branding on the channels we covered in class. You must include the content strategy and an example: Website . Select a website provider and a template you would want to use. Describe what the main goal of the website is the content that would be on it. Doing a mock up of your home page is preferred. Search Engine Marketing SEO Provide 20 keyword phrases that you would want your website to be found on search engines for Do an example On-Page Optimization for your homepage using some of the keyword phrases PPC Select 5 keyword phrases you would advertise your brand's services or products using Pay Per Click Advertising with Google Ads Write an example Google Ad to support the keyword choices and describe the landing page MKTG 3654 DIGITAL BRANDING FINAL PROJECT OUTLINE . Social Media Select the main (no more than 3) social platforms you would use to promote the brand and generate sales and or leads. Provide a content strategy for each platform Provide an example post for each platform Online Advertising . Social Media . Select the main (no more than 3) social platforms you would use to promote the brand and generate sales and or leads. Provide a content strategy for each platform Provide an example post for each platform Online Advertising Select a form of online advertising you would do (banner ads, video, promoted content) Describe the type of advertising platform and targeting details you would implement Provide an example ad and description of the landing page Email Marketing and Automation Create an example email using an Email Service Provider like Mailchimp Create an Email Automation Worksheet Mobile Marketing Create and provide details of an example mobile app would firinto your overall digital . MEASUREMENT Describe your key performance indicators Provide the tools you will use to measure and describe what you'll measure, and why. Build a Digital Branding Dashboard PLEASE UPLOAD YOUR PROJECT TO THE CORRESPONDING DROPBOX ON D2L ON THE FINAL SUBMISSION DATE. Final Project Scope DEVELOP A COMPREHENSIVE DIGITAL BRANDING PLAN FOR A FICTITIOUS COMPANY YOU WILL NEED TO CREATE. Your company may be a product or service, business to consumer or business to business. Ideally, the company should have e-commerce or online lead generation as its primary source of revenue or conversions, but it may also have a retail location too. RESOURCES One of your best resources you can use is what would be a real (current business) competitor of your new fictitious business. For example, if I chose the fashion industry and created an athletic apparel brand, I could use Lululemon or RYU as my competitor research and digital branding benchmark . . Final Project Deliverables The goal of this project is for you to go through the process of creating a digital branding marketing plan; therefore, all of the following digital branding activities must be included in order within the plan: Title Page Table of Contents Executive Summary Company Introduction Branding Brand Aspiration Brand Positioning Statement - Value Proposition Brand Promise Font Family Selection - Colour Palette Visual Mood Board Logo Target Audience Persona User Journey - Map . Content Strategy - Website Search Engine Marketing SEO - PPC Social Media Online Advertising Email Marketing and Automation IN WIR NUTRILION Mobile Marketing Measurement - KPIs MKTG 3654 DIGITAL BRANDING FINAL PROJECT OUTLINE Measurement Tools Dashboard Deliverable Details and Tips POINT OF VIEW Please write the plan in the 3rd Person. Although you are creating your own brand it is my preference that is written from a 3rd Person perspective. You should not be stating. "We will do this, and I will do that" or "Our goal is this and our strategy is that". EXECUTIVE SUMMARY Summarize the digital branding plan by stating who the company/brand is, what they dd, who is their primary target audience, what are their goals, how will they be achieved, and how will you measure for success. The Executive Summary should sell the story of the plan! COMPANY INTRODUCTION Provide a brief summary of the company. This could include what their primary business is, why was the company started, what problem are they trying to solve, or what opportunity are they facing within the chosen industry. BRANDING Brand Aspiration What is the brand's reason for existence? Value Proposition What value do you provide to your customer? Brand Promise What is your promise of delivery to your customer? Font Family Selection Choose a font that represents your brand Colour Palette . Select the main colours of your brand that would be used on your website, business cards, etc... Visual Mood Board Create an image mood board that best defines your brand's essence Logo Do your best to create a unique brand logo Brand Positioning Statement Who you are, what you do, Who you target, Why are you different, What is your brand promise? MKTG 3554 DIGITAL BRANDING FINAL PROJECT OUTLINE TARGET AUDIENCE Provide a persona of the target customer using the following template: Image of your persona Find the ideal picture of your target customer Profile What are their demographics, psychographics, and purchasing and online behaviour Goal What is their primary goal when considering the use of the service or product Challenges What challenges might they be facing that would initiate action in using the product or . . service What Can You Do? To help the persona achieve their goals Marketing Message How will you describe your solution to the target audience? USER JOURNEY Create a user journey map of a customer's path to purchase from awareness to decision. CONTENT STRATEGY Provide the details and examples on how you would execute your digital branding on the channels we covered in class. You must include the content strategy and an example: Website . Select a website provider and a template you would want to use. Describe what the main goal of the website is the content that would be on it. Doing a mock up of your home page is preferred. Search Engine Marketing SEO Provide 20 keyword phrases that you would want your website to be found on search engines for Do an example On-Page Optimization for your homepage using some of the keyword phrases PPC Select 5 keyword phrases you would advertise your brand's services or products using Pay Per Click Advertising with Google Ads Write an example Google Ad to support the keyword choices and describe the landing page MKTG 3654 DIGITAL BRANDING FINAL PROJECT OUTLINE . Social Media Select the main (no more than 3) social platforms you would use to promote the brand and generate sales and or leads. Provide a content strategy for each platform Provide an example post for each platform Online Advertising . Social Media . Select the main (no more than 3) social platforms you would use to promote the brand and generate sales and or leads. Provide a content strategy for each platform Provide an example post for each platform Online Advertising Select a form of online advertising you would do (banner ads, video, promoted content) Describe the type of advertising platform and targeting details you would implement Provide an example ad and description of the landing page Email Marketing and Automation Create an example email using an Email Service Provider like Mailchimp Create an Email Automation Worksheet Mobile Marketing Create and provide details of an example mobile app would firinto your overall digital . MEASUREMENT Describe your key performance indicators Provide the tools you will use to measure and describe what you'll measure, and why. Build a Digital Branding Dashboard PLEASE UPLOAD YOUR PROJECT TO THE CORRESPONDING DROPBOX ON D2L ON THE FINAL SUBMISSION DATE