Little Soap Company

Digital Marketing Strategy

and Social Media Plan

IBT3 – Digital Marketing, Spring 2021

Team name:

Student names:

This template should be completed in conjunction with your PPT presentation. If information below is used
in your PPT presentation, it would be concise and not simply a copy/paste of information from here.

Good luck and enjoy the work !

IBT3- Digital Marketing 2021- Cyrille Comole-Theveniaud & Bill Manos Page 1 sur 5
Question1 (4 points) – 500 words +-/ 10%

Please specify The Little Soap Company’s

unique positionning (2/4 points) through:
 Value Proposition
 USP
 Brand and product positionings

To do so, you will provide a description of what you feel

is the relevant positioning and situation of the Little Soap Company
related to the exercise.

You will also build the main persona(s) for the brand. (2/4points)
Please answer below

IBT3- Digital Marketing 2021- Cyrille Comole-Theveniaud & Bill Manos Page 2 sur 5
Question 2 (6 points) 500 words +/-10%
Please analyze and evaluate the current marketing strategies used by the brand.

To do so, you will first Identify the Social media mix (2/6 points) and content strategy (2/6 points) apparently used by
the brand.

In your analysis, please include:

 Media mix matrix
 Online presence figures
 Website traffic and analytics

And then highlights the strengths and limitations that you see. (1/5 points) and high level recommendations for the
Little Soap Company Marketing actions to address those limitations ( 1/5 points)

Answer below

IBT3- Digital Marketing 2021- Cyrille Comole-Theveniaud & Bill Manos Page 3 sur 5
Question 3: Propose an optimized Marketing action Plan for the Brand (10 points)

Please note that your intended customer groups (Marketing personas/avatars) should have a strong influence
when completing the table below with very specific actions of your plan.

Suggestions of factors to consider would be the balance between

owned, paid and earned media and where an action might fit in the
5As of Kotler’s Customer Journey.

Platforms/topics to consider might include the social media we

have covered during lectures 7 & 8 (Facebook, Twitter, search
engines, email campaigns, etc…) but also others covered
throughout the course. Your own ideas are also welcome.

Include a per cent for each platform/topic category which

demonstrates your suggestion of relative importance of the activity
– the total should add up to 100%.

DIGITAL MARKETING PLAN – TACTICS AND ACTIONS (5/10 points)

Platform/topic Marketing Plan % of
expense/effort
Be VERY specific and develop your proposed actions – make the (total = 100%)
rows larger as needed. More rows can be added if you are planning
more than eight actions but include at least eight.

TOTAL 100%

Please note that the metrics for the above are on the next page.

IBT3- Digital Marketing 2021- Cyrille Comole-Theveniaud & Bill Manos Page 4 sur 5
DIGITAL MARKETING PLAN : CONTROL ( 5/10 points)
Your marketing actions in the above table should have SMART goals. (Specific, Measurable, Attainable, Relevant,
Time-bound). Complete the table below. Develop your answers and be specific using KPI’s and metrics as we covered
during the course or others that you might feel are relevant.

Platform/topic What are the KPIs and/or What are the target values for
metrics to be used to evaluate the KPIs and/or metrics?
the effectiveness of the action?

Add more rows if needed. The

number of rows should match
the number of rows in the
Marketing Action table.

IBT3- Digital Marketing 2021- Cyrille Comole-Theveniaud & Bill Manos Page 5 sur 5