MAJOR ASSIGNMENT

DESCRIPTION AND GUIDANCE

In this assignment, you will take on the role of a Digital Marketing Specialist team working for a digital marketing agency called EP Digital, located in the major city closest to where you live in Ontario.

EP Digital is a full-service digital marketing agency with clients in almost every industry - ranging from healthcare to restaurants to law firms. Some of EP's services include web design, social media marketing, SEO, content creation, blogging, online analytics, eCommerce, and graphic design.

The CEO of EP Digital has instructed the marketing department to begin content creation for the following:

1. EP Digital itself
2. A dental clinic (Mirage Dental)
3. An insurance company (Sunset Insurance)

Normally, you would need to plan and organize the content into a content calendar in order to align with strategic goals. However, in this case, the CEO requested several samples for each company before you can move any further. You understand that substantial research is required in order to understand competitor benchmarking, industry trends, and the appropriate brand voice for each industry.

To date, you have received the following information:

• The target audience for EP Digital is small to large businesses that have a presence online.
• Mirage Dental's target audience is general dentistry, however, braces and teeth cleaning are the most popular.
• Sunset Insurance provides a wide variety of insurance services. The most popular are auto insurance and home insurance.

ASSIGNMENT STEPS

Part 1: Analysis and Strategy

1. Identify which channel(s) would be the most appropriate for each of the businesses listed.
2. Outline and describe which writing techniques would be the most suitable for each business and its respective channel(s). Explain why.
3. Describe what online tools you would use to promote your content, and why.

Part 2: Content Creation

Create two (2) content pieces for each business listed. You are free to choose any type of content mentioned in any previous lesson (e.g. blog post, infographic, etc.).

Part 3: Measurement and Analytics

Describe how you would analyze the effectiveness of your content (measurements and analytics).