Question: [100 Marks] You have been tasked with creating a digital marketing campaign for an Organic Smoothie. Create a campaign for your Organic Smoothie brand to be launched on January 31st 2024, by conducting a situational analysis. Please note: A digital marketing campaign is a comprehensive, cohesive strategy that can include Social Media Marketing, Email marketing, online marketing, mobile marketing, website design etc. However, for the purpose of this assessment, you need to focus solely on Social Media Marketing (SMM). 4 HPMK440-1-Jul-Dec2023-SA2-ZM-V5-14062023 SECTION A: [60 Marks] SITUATIONAL ANALYSIS 1. Your detailed situational analysis for the Organic Smoothie brand must include the following aspects: 1.1 Customer analysis [10 Marks] a) Target market (5 marks) b) Persona of the customer (5 marks) Customer analysis Target market 5 4 3 1 - 2 0 Quite detailed description of the particular group of consumers at which the Organic Smoothie is aimed at. Reasonable description of the particular group of consumers at which the Organic Smoothie is aimed at. Lack of proper description of the particular group of consumers at which the Organic Smoothie aimed at. Inadequate description of the particular group of consumers at which the Organic Smoothie is aimed at. No description of the particular group of consumers at which the Organic Smoothie is aimed at. Customer analysis Persona 5 4 3 1 - 2 0 Quite detailed customer persona description. Reasonable customer persona description. Lack of proper customer persona description. Inadequate customer persona description. No customer persona description. 1.2 Competitor analysis [20 Marks] Choose one (1) main competitor for your Organic Smoothie brand and provide the following information: a) Analyse your competitors advertisments, where they mostly advertise, and comment on the quality of their adverts. (5 marks) 5 HPMK440-1-Jul-Dec2023-SA2-ZM-V5-14062023 Competitor analysis Competitors ads Quality of the adverts 5 4 3 1 - 2 0 Quite detailed analysis of the competitors ads and the quality thereof. Reasonable analysis of the competitors ads and the quality thereof. Lack of proper analysis of the competitors ads and the quality thereof. Inadequate analysis of the competitors ads and the quality thereof. No analysis of the competitors ads and the quality thereof. b) Conduct a search engine optimisation (SEO) audit of their website and briefly report your findings. (5 marks) SEO audit for the competitors website. 5 4 3 1 - 2 0 Quite detailed information for the SEO of the competitors website. Reasonable information for the SEO of the competitors website. Lack of proper information for the SEO of the competitors website. Inadequate information for the SEO of the competitors website. No information for the SEO of the competitors website. c) Select one successful company from a completely different sector (to gain ideas from beyond the beverage sector) and use their marketing strategy to enhance your own ideas (5 marks) Successful company from a different sector. 5 4 3 1 - 2 0 Quite detailed persona description. Reasonable persona description. Lack of proper persona description. Inadequate persona description. No persona description. d) Visit the competitors website and analyse their product through reviews and hello Peter comments (if any). (5 marks) Competitors website and reviewing their product through reviews and Hello Peter comments. 5 4 3 1 - 2 0 Quite detailed competitors website details and reviewing their product through reviews and Hello Peter. Reasonable competitors website details and reviewing their product through reviews and Hello Peter. Lack of proper competitors website details and reviewing their product through reviews and Hello Peter. Inadequate competitors website details and reviewing their product through reviews and Hello Peter. No competitors website details and reviewing their product through reviews and Hello Peter. 6 HPMK440-1-Jul-Dec2023-SA2-ZM-V5-14062023 2. Online presence [15 Marks] Discuss how the website will integrate with other buying modes of communication systems. Include the following: o The web and buying modes (5 marks) o Common buying nodes ie. Online purchases and online browse and offline purchases. (5 marks) o Alternative buying modes (5 marks) 3. Online presence report [15 Marks] Based on the findings gathered from answering Question 2, compile a report that addresses the following: Define the problem. (5 marks) Identify approaches to solving the problem. (5 marks) Recommend improvements for your Organic Smoothie regarding its online presence. (5 marks) Define problem 5 4 3 1 - 2 0 Demonstrates the ability to construct a clear and insightful problem statement with evidence of all relevant contextual factors. Demonstrates the ability to construct a problem statement with evidence of most relevant contextual factors, and problem statement is adequately detailed. Begins to demonstrate the ability to construct a problem statement with evidence of most relevant contextual factors, but problem statement is superficial. Demonstrates a limited ability in identifying a problem statement or related contextual factors. No problem identified. Identify approaches/ strategies 5 4 3 1 - 2 0 Identifies multiple approaches for solving the problem that applies within a specific context. Identifies multiple approaches for solving the problem, only some of which apply within a specific context. Identifies one or more approaches for solving the problem that does not apply within a specific context. Identifies only a single approach for solving the problem that does apply within a specific context. No approaches identified. 7 HPMK440-1-Jul-Dec2023-SA2-ZM-V5-14062023 Propose Solutions/ improvements 5 4 3 1 - 2 0 Proposes one or more solutions that indicates a deep comprehension of the problem. Proposes one or more solutions that indicates comprehension of the problem. Proposes one solution that is Off the shelf rather than individually designed to address the specific contextual factors of the problem. Proposes a solution that is difficult to evaluate because it is vague or only indirectly addresses the problem statement. No solution proposed. 8 HPMK440-1-Jul-Dec2023-SA2-ZM-V5-14062023 SECTION B: [40 Marks] DIGITAL MARKETING CAMPAIGN (SOCIAL MEDIA MARKETING) For this section, you are required to create a Social Media Marketing (SMM) campaign for your Organic Smoothie. 4. Marketing objective [3 Marks] Define one (1) main and two (2) sub-objectives of marketing objectives for your Social Media Marketing (SMM) campaign. Your objective must be formulated according to the SMART principle. 5. Tone of voice, language and degree of formality for campaign [3 Marks] Describe the tone of voice, language and degree of formality you will use in your campaign. Tone of voice, language and degree of formality 3 2 1 0 Quite detailed description of the tone of voice, language and degree of formality for the campaign. Lack of proper description of the tone of voice, language and degree of formality for the campaign. Inadequate description of the tone of voice, language and degree of formality for the campaign. No description of the tone of voice, language and degree of formality for the campaign. 6. Social Media plan [34 Marks] Compile a Social Media Plan for your Organic Smoothie brand by including the following information: YouTube and Twitter are the platforms that you should select for promoting the brand. Note: Keep in mind the target audience you described previously. 9 HPMK440-1-Jul-Dec2023-SA2-ZM-V5-14062023 a) From the three (3) types of influencers: Choose one (1) type of influencer, provide the name, number of followers on both YouTube and Instagram and motivate your reasons for the choice. (8 marks) b) Describe the content planned for each platform. (this can include how to videos) (6 marks) c) Describe how fascinating, valuable, informative or entertaining your content is. (6 marks) d) Explain how much time will be spent interacting on third-party sites and social networks, sharing the product, and interacting with current and potential customers. (6 marks) e) Analyse in detail a maximum of four (4) ways that you will make your content more shareable. (4x2=8 marks) Social media plan a) Influencers 8-6 5-4 3 2-1 0 Quite detailed motivation and the type and reasons provided for the choice of influencer to promote the product. Reasonable motivation and reasons provided for the type and choice of influencer to promote the product. Lack of proper motivation and reasons on the type and choice of influencer to promote the product. Inadequate motivation and reasons on the type and choice of influencer to promote the product. No type and choice of influencer to promote the product. No reasons provided. b) Content creation 6 5-4 3 2-1 0 Quite detailed description of the content planned for the two (2) types of platforms. Reasonable description of the content planned for the two (2) types of platforms. Lack of proper description of the content planned for the two (2) types of platforms. Inadequate description of the content planned for the two (2) types of platforms or only one (1) platform content described. No description of content planned for the two (2) types of platforms. c) Detail of the content and how fascinating, valuable, informative or 6 5-4 3 2-1 0 Quite detailed description of the content. Reasonable description of the content. Lack of proper description of the content Inadequate description of the content. No description of the content. 10 HPMK440-1-Jul-Dec2023-SA2-ZM-V5-14062023 entertaining the content is. d) Time spent on interacting on third-party sites and social networks, sharing the product, and interacting with current and potential customers. 6 5-4 3 2-1 0 Quite detailed description of time spent on interacting on third-party sites and social networks. Reasonable description of the time spent on third-party sites and social networks. Lack of proper description of the time spent on third-party sites and social networks. Inadequate description of the time spent third-party sites and social networks. No description of the time spent thirdparty sites and social networks. e) Analyse in detail a maximum of four (4) ways that you will make the content more shareable. 8-6 5-4 3 2-1 0 Quite detailed analysis of ways that will make the content more shareable. Reasonable analysis of ways that will make the content more shareable. Lack of proper analysis of ways that will make the content more shareable. Inadequate analysis of ways that will make the content more shareable. No analysis of ways that will make the c