Your task is to develop a 90-day digital marketing plan for a B2C or B2B SME business or organisation of your choice. The word limit for the report is TWENTY FIVE HUNDRED WORDS (excluding Executive Summary, References and Appendices). If you chose a B2C company, you will need to identify a peak seasonal event or new product/service launch as the focus of your campaign. If you select a B2B business, you will need to factor for the role of a DMU in the purchasing process and stage your campaign around a newproduct/service launch or annual trade show.

You have the following options:

• You must select an SME company with fewer than 250 staff with an annual turnover less than 50m
• You may choose the organisation that you are currently working for (if it meets the above criteria)
• It is an advantage to choose an existing organisation or brand which is currently experiencing challenges with their digital marketing.

You cannot choose a fictional organisation.

The digital marketing plan should be considered in relation to the organisation's broader marketing and corporate goals and objectives. You should make it clear how the digital marketing plan supports the higher level organisational and marketing objectives. The plan should consider the challenges of the market sector in which your organisation operates, potential competitors and changing market conditions, and identify the target audience(s) that the plan is aimed at.

Your Digital Marketing Plan should demonstrate that you can:

Source and synthesise appropriate primary and secondary marketing research

• Use a planning framework to include PESTLE, Market, Product, Customer, Competitor, SWOT and Key Issues analysis and evaluation
• Set appropriate SMART objectives including AMC calculations
• Use the insights and objectives developed in your Situation Analysis to outline a digital communications strategy
• Use software to develop an actions and timings schedule together with KPIs
• Use primary research and benchmarks to calculate campaign budget requirement and forecast ROMI
• Structure a plan around a professional planning framework (SOSTAC/ RACE) and include appropriate sources/references (Harvard).