DIGITAL MARKETING STRATEGIES PROPOSAL

1.1 Background

Digital marketing strategy provides a company with the relevant framework for success. The

evolution of digital technologies is transforming the way organization do marketing in the

21st century. The digital marketing strategy will ensure organizations gain competitive

advantage, build lasting relationships with clients, balance performance and brand marketing

as well as ensuring return on investment on marketing budget. There is a new paradigm shift

as organizations’ practice a blended marketing that includes the traditional ways and the

digital marketing in order to drive traffic, create brand awareness and also sets the

organization up for a lifetime of success.

1.2 Digital Marketing Strategy

The proposed digital marketing will be based on several key digital marketing strategies

which include but not limited to the following;

1. Email marketing

2. Social media marketing

3. Search Engine Optimization (SEO)

4. Pay-Per-Click (PPC) Marketing

5. Webinar Production

6. Content Marketing (Blogging)

7. Downloadable Content Offerings (e-materials)

8. Website Design A/B Testing

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The digital marketing plan will be geared towards attaining three main marketing objectives;

1. Attract More Prospects – increase the website traffic through email marketing

blogging search engine optimization social media and pay per click marketing

initiatives.

2. Convert More Leads – After creating website traffic the next phase will be of

converting the website visitors into potential leads through content offers, A/B testing,

irresistible videos and lead nurturing through organizational specific emails.

3. Close More Sales – The leads will be so important in closing the selling process. The

organizational marketing team will be provided with adequate data and tools to close

more sales hence leading to more sales in the organization.

Our digital marketing strategy will be able to align your organisation with consumer needs

and ensure the organization gains competitive advantage that will drive profitable growth

through a forward-looking approach to digital marketing strategy development and

implementation.

1.3 Scope of the Work

The scope of the work will be based web design and development, social media marketing,

search engine optimization, pay per click marketing and digital content and video

WEB DESIGN & DEVELOPMENT

Your organizational website is the backbone of your organizational digital presence. This is

because it is one of the internet places where you can deliver your brand’s message free of

distraction and distortion. We will develop or improve on the existing web site to ensure is an

important and powerful marketing tool for your potential clients. This will ensure that your

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organizational website will tell a unique brand story while meeting the expectations of

today’s most discerning consumers. If your website is already built but isn’t performing to

expectations, we will perform a detailed audit and work with you to improve site architecture,

design, and responsiveness.

SOCIAL MEDIA MARKETING

Being active on social media helps sales and marketers expand their reach, drive more traffic

to the website, and find and connect with potential customers. The example company plan

includes daily social media posts to promote various marketing campaigns and relevant

curated content. They’ll also implement engagement strategies to find and connect with

prospects, leads, and customers. Social Media has changed how brands communicate with

their audiences forever. Social media is a powerful way to build brand awareness, build a

positive image, and drive lead generation. We specialize in strategic social media campaigns

that focus on building and protecting a positive brand image, creating loyalty among fans,

and driving new leads for your business. Our full suite of social media services will include:

 Social Strategy Development

 Social Media Consulting

 Social Media Advertising

 Community Engagement

This will be done based on different social media platforms such as; Facebook, Twitter,

LinkedIn, Pinterest, Instagram, Facebook, Twitter, Skype among others.

SEARCH ENGINE OPTIMIZATION

SEO, or search engine optimization, is a critical technique to drive leads to your website.

When done correctly, your website and web pages will show up higher on search engine

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results pages (SERPs) during relevant searches. Our consultants will always make sure they

include high-ranking keywords such as your organization location and the relevant industry

throughout your blog content and website. We will specialize in an innovative approach to

SEO that will use white-hat tactics to put your organization website at the top of your target

audience’s searches. Our SEO services will include:

 Keyword Research

 Technical SEO

 Full SEO Audits

 SEO Consulting

PAY-PER-CLICK MARKETING

A bigger percentage of website traffic starts with a search engine query. Pay-Per-Click (PPC)

will put your brand at the top of search results for queries relevant to your brand and

audience. This valuable advertising tool will provide an immediate source of targeted traffic

to your website, driving conversions and contributing to revenue growth. Our PPC will

include the following services:

 PPC Strategy Development

 PPC Research

 Campaign Setup

 Turnkey PPC Campaigns

 PPC Optimization

We will be able to leverage your PPC digital marketing strategy to drive growth for your

organization based on Our data-driven approach to PPC which will allow your organization

to deploy campaigns that focus on efficiency and constant improvement.

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DIGITAL CONTENT & VIDEO

Content is the king of today’s marketing environment. The most successful brands in the

world have developed detailed content strategies that help them inspire, entertain, and

educate their target audiences. We will help you plan, produce, and promote content that

drives audience engagement and conversions. Our full suite of content services will include:

 Digital Content Strategy

 Content Production

 Video Production

 Graphic Design

 Multi-language Content

EMAIL MARKETING

Email marketing is a powerful marketing channel, a form of direct marketing as well

as digital marketing, that uses email to promote your business's products or services. It can

help make your customers aware of your latest items or offers by integrating it into

your marketing automation efforts. The email marketing will be based on the following

strategies;

 Personalized email marketing

 Segment you’re your organizational email subscribers

 Sending mobile friendly emails.

 Automate email campaigns when possible so that they can send bulky emails

1.4 Timeline

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For us to be able to accomplish everything accurately, our timeline would proceed as follow,

Phase 1 (5 weeks)

 Discovery

 Initial Assessment Website Audit/development

 Implementing Analytics Keyword Ranking

 Content Research Digital Strategy Decisions 

Phase 2 (8 weeks) 

 Content Generation 

 Go Live 

 Email Campaign

Phase 3 (12 months)

 Google + Facebook Ads Management 

 PPC campaign management

 Social Media Management (Ongoing/continuous) 

1.5 Budget

The budget includes the digital marketing services that will be appropriate based on our

proposal. The budget is subject to negotiations based on your digital marketing needs.

Keyword research, SEO audit, development of website and PPC campaign set up will be one

off cost. If the organization has already an existing website, then there will be content

development and website improvement at half the cost of development ($1000.00). There

will be two resource persons engaged for a period of at least 12 months on PPC and social

media campaign management.

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Table 1.1 Budget

Activity Price QTY Subtotal

Keyword Research $485.00 1 $485.00
SEO Audit $1997.00 1 $1997.00
development of web site $2000.00 1 $2000.00

PPC Campaign Setup $495.00 1 $495.00

Monthly PPC and social $1000.00 2 $2000.00
media Campaign
Management

1.6 Lead digital marketing Consultant Profile

Redempta Mutheu Mutua is an accomplished digital marketing consultant in Kenya with

several years of experience at both Cooperative university of Kenya and Exodus parcel

limited. Attached kindly find the curriculum vitae.

CURRICULUM VITAE

PERSONAL INFORMATION
Name : Redempta Mutheu Mutua
Date of Birth : 20th October 1989
Nationality : Kenyan.

Gender : female.
E-mail : redemptahmutheu@gmail.com
Cell phone : 0718278850

PERSONAL ATTRIBUTES

 Good leadership, interpersonal skills and teamwork.

 Dedicated digital/online marketer

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  Dynamic and highly motivated.

 Hardworking and result oriented.

 Logical approach to problem solving.

 Self starter with good communication skills; both oral and written.

ACADEMIC BACKGROUND

2015-up to date: Jomo Kenyatta University of Agriculture and Technology

 Master’s In Business Administration (Completed Class work)
2009-2012: Jomo Kenyatta University of Agriculture and Technology
 Bachelor of Business Information Technology
Second Class Honours Lower Division
2004-2007: Machakos Academy Girls High School
 Kenya Certificate of Secondary Education

1996-2003: Ivumbuni Primary School –Kenya Certificate of Primary Education

WORK EXPERIENCE
March 2017-up to date: EXODUS PERCEL LIMITED
ICT ADMINISTRATOR/DIGITAL MARKETER
Job Description

 Installing and upgrading hardware and software

 Networking duties: configuring and maintaining networked systems, e-mail, servers,
domain control, and Website management.
 Systems Analysis, Documentation, ICT policy formulation and implementation
 Website Design and Development and Content Strategy 
 Optimising website structure and content for search engines (SEO).
 E-Commerce management
 Social Networking 
Dec 2013- Feb 2017: CO-OPERATIVE UNIVERSITY OF KENYA

ADMINISTRATIVE ASSISTANT
Job Description

 Analyse/summarize the applicants for admission.

 Prepare and dispatch letters of offer and admission materials to departments.
 Prepare orientation materials and programmes for new students.
 Admission and registration of new and continuing students.

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 Content development for the website
 Website maintenance
 Online marketing for university programmes
APRIL 2013-AUGUST 2013; BIMAS LIMITED
Position: Management Information System intern
Responsibilities

 Maintenance of Data Flow in the system

 Input into the computer client’s loan and savings payments-data entry
daily maintenance and securing of networked backup

 Verify the accuracy of data from the field

 Screening loan application forms and disbursing loans
 Producing and dispatching individual client and group statements/reports
 Dealing with reconciliation of disbursed loans and their payments
 Reconciling clients’ savings records
 Involved in computer hardware and software installation and maintenance
 Bring out any issues of non-compliance of policy that may arise while processing data
May 2011-August 2012: KENYA POWER & LIGHTING COMPANY
Position: I.C.T INTERN
 Respond to helpdesk requests from users.
 Installing and upgrading hardware and software
 Networking duties: configuring and maintaining networked systems, e-mail, servers,
domain control, Website management.
 Systems Analysis, Documentation, ICT policy formulation and
implementation
DEC 2012: UKULIMA CO OPERATIVE SACCO SOCIETY
Position: I.C.T INTERN

 File dispatching
 File receiving physically and through the BOSA system
 File recording
 File positioning using BOSA system
 Respond to helpdesk requests from users

HOBBIES
 Swimming

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  Watching movies and documentaries.
 Digital marketing
 Exploring new environment.

PROFICIENCY
 My Sql..
 Digital marketing
 Html
 Databases
 Excel
 Microsoft word

GENERAL SKILLS
 First aid training

REFEREES
Mr JACKSON MUSYIMI
DIRECTOR
EXODUS PARCEL LIMITED
Cell-0745943353

MSS. GERTRUDE MBATIA

MANAGEMENT INFORMATION SYSTEM MANAGER
BIMAS LIMITED
P.O BOX
MACHAKOS
Cell-0725686222

DR. LYDIA MUTUA

ASSISTANT REGISTRAR
CO-OPERATIVE UNIVERSITY OF KENYA
P.O.BOX 28810, KAREN
Email.lmutua@cuk.ac.ke

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