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Assignment:

Digital Marketing
Plan
Part I, II, III & IV
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OM

My name is Weena. I am your


New Media Trainer (NMT) and I
will guide you in answering your
DM Plan assignment.
I will also be your NMT buddy all
throughout your Acceleration
Program journey!

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Hello, AP students!

This PowerPoint presentation


contains everything you need in
order to answer and create your
own digital marketing plan.
a. Brand brief
b. Instructions
c. Answer sheet

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You have successfully downloaded


CDMs Digital Marketing Plan
assignment.

(Weekly)
How to submit your assignment
for Parts I-IV:
1. Join our Facebook group.
CDM Acceleration Program Batch
9
2. Save your assignment as an image
file and upload your outputs in your
respective group albums that can be
found in the FB group page.
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Do you want to get a peer feedback? Yes?


Good! Each week, you will comment on a
classmates assignment on our FB group.

Dont worry, you will only choose an


assignment from a group album that will be
assigned to you. I will announce it so stay
tuned!
Most active group will receive bonus points at the
end of the course!

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Weekly Assignment Deadline:


Week

Deadline

Topic

(12 noon)

June 15 (Wed)

Week 2

II. Customer Journey


Map

June 22 (Wed)

Week 3

III. Right Message and


Platform Strategy

June 29 (Wed)

Week 4

IV. Campaign Evaluation

July 6 (Wed)

Week 5

Complete DM plan

July 13 (Wed)

Week 1

I. Target Shopper
Portrait & Purchase
Insight

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Please read the brand brief and


instructions carefully. Lastly,
answer with all your might!

The arbitrary brand that we will


be working on the entire
assignment is VITRUS.
Ready? Lets start!

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VITRUS
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This brand brief is for educational purposes only. The information in this brief
(except for the Competitive Landscape) is fictional, and any similarities to
actual companies, past or present, is not intended.

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Disclaimer

Frustrated with the lack of available healthylicious


option, in 2010, Micah together with her high
school best friends and gym buddies, Paula and
Angie, concocted a ready-to-drink healthy yet
delicious blend of caffeine-free tea sweetened
only with fruits and vegetables. And they called it
Vitrus.

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The Vitrus Story

Brand Purpose

Value Proposition

To inspire people to live a


healthier lifestyle one bottle of
tea at a time

Satisfy your thirst while


staying healthy.
Caffeine-free tea. Naturally sweetened.
100% healthy

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All About Vitrus

All About Vitrus


Vitrus is available in
healthylicious Micahs Tropical
Tea, Angies Grape Tea, and
Paulas Fruit Punch Tea

Size and Price


Vitrus is available in 500ml
returnable glass bottle for
Php 35.00

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Flavors

Since its launch in 2010, Vitrus is only available at Healthy


Options stores and in the following fitness centers: Fitness
First, Golds Gym, and Slimmers World. But, this year, Micah,
Paula, and Angie decided to finally take the plunge and make
Vitrus available to more people. And they will be shipping their
first batch in three months.
However, being available in major supermarkets and groceries
means competing with more established RTD tea products.
Thus they need a kickass campaign to kickoff this big leap. As
their marketing consultant/expert, what will be your
recommendation?

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The Challenge

The Challenge
Business Objectives
Forty percent (40%) increase in the number of bottles sold within
the next 12 months

Marketing Goals
Note: Based on the channels/platforms that you will
recommend, create S.M.A.R.T. marketing goals that
will lead to the achievement of the set business
objectives

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Raise awareness of brand by 75% within the next 12 months

The Challenge

Php 800,000.00 allocated for a 3month digital marketing campaign

www.vitrus.com.ph - brochure
website

Facebook page with 150,000 likes


used as bulletin board to
showcase products

@vitrus (official Twitter account)


with 5000 followers echoes posts
on the Facebook page

Budget and Schedule

Digital Assets of
Vitrus

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According to the recent market research report of Euromonitor


International on RTD Tea in the Philippines, Universal Robina Corps C2
Green Tea remained leading in the RTD Tea category, with a retail value
share of 76% in 2015. Behind it are Lipton of PepsiCo International and The
Coca-Cola Export Corps Real Leaf, the second and third placers,
respectively.
Source: http://www.euromonitor.com/rtd-tea-in-the-philippines/report

Note: Learn more about the mentioned brands by doing further research. Visit their
official websites and social media accounts.

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Competitive Landscape

Planning and
Research

Creating the
Creating the
Platform
Platforms
Strategy

Objectives
Customer Profiling
& Customer
Journey Map
Target Shopper
Portrait
Right Message and
Big Idea
Strategy:
Production of
Owned Platforms

Publicizing
the Platforms

Analysis and
Measurement

Integrated
Touchpoint
Planning
Strategy:
Publicizing of
Owned Platforms

Conversion Funnel
KPIs and Metrics

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Digital Marketing Framework

Co
R nc
ec ep
al t
l

Planning and
Research

Part I
Target Shopper Portrait
Lets start by knowing your target shopper. A brand should know
where to spend their money and energy to maximize ROI and profit.
You are free to identify a new target market, and then come
up with a detailed description of him or her.

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Creating the Platforms


Publicizing the Platforms
Analysis & Measurement

Once you have identified your target market (i.e. ABC male and female, 1-10 y/o),
imagine a specific person from within that range and describe him or her as extensively
as you can, just like what you did with your group activity in the classroom session.
This is now your Target Shopper Portrait. Profile them by:
Sex
Age bracket
Lifestyle
Buying behavior
Digital usage habits
Content / Media consumption (e.g. Facebook - 3 hours per day)
Others (You may add you own!)

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Target Shopper Portrait

Purchase Insight

Co
R nc
ec ep
al t
l

A Purchase Insight is a not-so-obvious truth or revelation about the


shoppers/customers.

It is a deep new understanding about the shoppers/customers.


You can look at the reasons why they buy, their fears, motivations,
perceptions, culture, way of life, way of thinking, their desires, values, and
the media platforms they use.
Finding the Purchase Insight is digging deeper into these aspects so that
you will have a strong grounding for your campaign.
After profiling your customer and thinking deeply about the aspects stated
above, what is now your insight?

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INSTRUCTIONS: Fill in your answer on the next slide and provide a


sample photo of your target shopper.
Save this slide as image (.jpeg) file or take a screenshot of this. Send
to your group leader to be posted on FB group.
Note: You may add more slides to suffice this part of your activity

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Sex
M/F
Age bracket
15-35y.o.
Lifestyle
Has a regular 9-5 type work for a BPO Agency; Tries to squeeze
in being fit by going to the gym 2-3 times a week; Joins a
maranthon/biathlon/triathlon 3-4 times a year; Foodie;
Adventure Junkie;
Buying behavior
Conformist; Often buys from convenience stores;
Digital usage habits & Content Media Usage
Watches TV 2-3 hours a week; On social media 10-15 hours a
day (fb, twitter, snapchat, instagram, etc.)

Shoppers rarely look at the content/ingredients


of a product. Consumers tend to go for products
that are easily available anywhere.
Dabertte Jemimah B. Sanchez (Group

(Paste photo
here)
Name: Mikhail Gonzales
Age: 26
Gender: M

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Alright! Part I ends here.


That ones easy! You may now
upload it in your respective group
albums on our Facebook group.

Next slides contain the instructions for Part II.

Deadline: June 15, 12nn

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Planning and
Research

Part II
Customer Journey Map
After knowing who your target shoppers are, their
journey to conversion is next to consider. Imagine
your target shopper and trace their journey!

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Creating the Platforms


Publicizing the Platforms
Analysis & Measurement

A customer journey map is a framework that enables you to improve your


customer experience. It documents the customer experience through their
perspective, it helps marketers understand how the customers are
interacting with them and it helps identify areas for improvement moving
forward.
Following their journey will let you analyze their decisions to every path;
thereby you can track where and when you can get in touch with them to
make sure they will see your message and even interact with your brand.
Remember to focus on their digital behavior and experiences.

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Customer Journey Map

INSTRUCTIONS: Fill in the table to describe the journey of your


customer from Awareness Research Purchase Out-of-the-boxexperience (OOBE). Save this slide as image (.jpeg) file or take a
screenshot of this. Send to your group leader to be posted on FB group.
Note: You may add more slides to suffice this part of your activity

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Awareness

Research

Purchase

OOBE

Activities

Motivations

Questions

Barriers
Put your name here (e.g. Juan Dela

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Great! Part II ends here.


Hope this exercise helped you in
analyzing your target shoppers path to
purchase!

Once youre done, you may upload it in


your respective group albums on our
Facebook group.

Deadline: June 22, 12nn

Next slides contain the instructions for Part III.

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Planning and Research


Creating the Platforms

Publicizing the
Platforms

Part III
Right Message and Platform Strategy
How about we spice things up a bit? What is the message of
your campaign and how do you intend to deliver that
message? Good luck!

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Analysis & Measurement

Right Message

A Right Message is a single, simple message that you want to communicate to


your target customers. You can come up with this by reviewing your brand purpose
unique value proposition, target shopper portrait, and customer journey map. The
right message will entice and influence your target customers.
Great campaigns always have a clear and solid Big Idea. It takes a while to come up
with a Big Idea because a lot of analytical and creative thinking is involved.
However, it will be the unifying concept of your campaign. It will be the backbone of
your strategy and it will tie together your chosen platforms and content.
You will need a lot of time for a good Big Idea, but for now you may come up with a
Right Message for your campaign.

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Platform Strategy
How do you come up with a good strategy?
You have to look back at the following:
The problem and objective of your business
The marketing goals that will help you address the problem and achieve the
business objective
The right message that you want to say to your target shoppers
You will also have to consider the following:
Duration of the campaign
Marketing budget allocated for the whole campaign
Current digital assets
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After coming up with a Right Message for your campaign, its now time to deliver this
message to your target shoppers through digital channels and platforms. But its not as
easy as just picking out blindly which channels or platforms youll use. You will need a
good strategy.

Platform Strategy
For learning purposes, we have categorized the platform strategy into two:

production and publicizing.


This is where you will identify the owned platforms you will use and/or create.
e.g. If the goal is to establish the brands digital presence, you may choose to
create a website or a Facebook page for your brand.

Strategy for Publicizing:


- Now that you have decided to build a platform (the website), how will you make
sure that your target customers will know about it? You will now choose the
platforms or channels that will drive traffic and awareness to the owned
platform/s you have.
- This is were paid and earned media usually come in.
- e.g. You will use Google Search ads that will lead people to your website.

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Strategy for Production:

INSTRUCTIONS: Present your strategy in A VISUAL WAY. Heres a


simple peg but feel free to use your creativity.
Save this slide as image (.jpeg) file or take a screenshot of this. Send
to your group leader to be posted on FB group.
Note: You may add more slides to suffice this part of your activity

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Planning and Research


Creating the Platforms
Publicizing the Platforms
Analysis & Measurement

Platform Strategy: Production


Business problem and objective
Marketing goal/s

Put your name here (e.g. Juan Dela

Right message
.

Guide questions:
Are these are the best
platforms to use?
What specific purpose will
these platforms serve?
Is everything aligned
from the objectives up
until the KPI/s?

Owned Platform

Owned Platform

Role/Purpose
Content

Role/Purpose
Content

KPI/s

KPI/s
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Planning and Research


Creating the Platforms

Publicizing the
Platforms

Platform Strategy: Publicizing


Business problem and objective

Analysis & Measurement

Marketing goal/s
Platforms for driving
traffic:

KPIs

Digital
Platform/
Channel

KPIs

Right message

Owned Platform

Owned Platform

Role/Purpose
Content

Role/Purpose
Content

KPI/s

KPI/s

KPIs
KPIs

Guide
questions:

Are these
are the best
platforms
and
channels
that can
drive you
traffic and
awareness?

Is
everything
aligned from
the
objectives
up until the
KPIs?

Are your
KPIs
realistic?

Paid ad
platform

Type
of ad

Put your name here (e.g. Juan Dela

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Platform Strategy
INSTRUCTIONS: Give an explanation of your strategy.
THIS IS TO BE INCLUDED IN THE WHOLE DM PLAN ON WEEK 5. NO NEED
TO POST ON FB.

Business problem/challenge:

Purchase insight:

Overall strategy:

Execution:

Note: You may add more slides to suffice this part of your activity

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Amazing! Part III ends here. How was it?

You will include the explanations when


you submit your whole DM Plan on Week
5.
All clear? Comment away!

Deadline: June 29, 12nn

Next slides contain the instructions for Part IV.

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Once youre done, you may upload it in your


respective group albums on our Facebook
group.

Planning and Research


Creating the Platforms
Publicizing the Platforms

Part IV
Campaign Evaluation
To wrap it all up, lets do the (simple) math! This is where
you will determine if your plan will have a positive result.
Good luck!

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Analysis &
Measurement

Campaign Evaluation
Conversion Funnel

Since the campaign is not yet


implemented, you just need to
make sure the path to
conversion/goal will be
effective. You can do this by
creating the conversion funnel.

A conversion funnel is a
navigation path which you
expect your target shoppers to
follow to achieve your goals or
conversion.

Sample
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Budget for
production
*if applicable
*Please detail

PHP 800,000

Platforms/channels

Budget for
media:
*if applicable
*Please detail

[Path 1]

Overall
campaign
budget

Platforms/channels

[Path 2]

[other costs]:
*if applicable
*Please detail

Platforms/channels

Put your name here (e.g. Juan Dela

[Path 3]

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Thats a wrap! Part IV ends here.

Deadline: July 6 (12nn)

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Next slides contain the instructions for the last assignment.

Once youre done, you may upload


it in your respective group albums
on our Facebook group.

Last assignment:

You may revise your answers


based on all the feedback
youve collected.
For bonus points, you may
include images or
screenshots of sample
content for your campaign.
e.g. screenshot of FB post

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You may use these slides or transfer


to a new one.
Make sure the file name is in this
format:
DM PLAN_Surname, First Name

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Please submit your whole plan to


me:
rowena@elearningedge.com
on July 13 on or before 12:00 nn

What new things have you learned?


Review an old marketing plan you have created; what
changed? What improved?
What are the things you enjoyed doing while creating the
plan?
Please share your answers to these questions on our
Facebook group. Hope you had fun learning!

Thank you!
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Acceleration Program ends here.