1 - Nat10931003 Student Assessment Guide

1 W3E
10931NAT DIPLOMA OF DIGITAL MARKETING

NAT10931003 FACILITATE ORGANIC AND EARNED MARKETING:
STUDENT ASSESSMENT GUIDE
CONTENTS
1. INTRODUCTION 3
2. TASK A – KNOWLEDGE QUESTIONS 5
3. TASK B – PLAN ORGANIC MARKETING 8
4. TASK C – IMPLEMENT ORGANIC MARKETING 15
5. TASK D – REVIEW ORGANIC MARKETING 19
6. ASSESSMENT SUBMISSION 23
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NAT10931003: STUDENT ASSESSMENT GUIDE | PAGE
1. INTRODUCTION
1A. THE PURPOSE OF THIS ASSESSMENT
This assessment will develop your skills and knowledge required to plan and implement
organic marketing.
COMPETENCIES BEING ASSESSED

This assessment has been aligned against the unit of competency NAT10931003 Facilitate
organic and earned marketing. This unit requires you to:
1. Determine organic marketing needs

2. Plan organic marketing
3. Implement organic marketing
4. Review the performance of organic and earned marketing
1B. WHAT YOU ARE REQUIRED TO DO

This assessment has four tasks. You must complete all tasks and questions.
STEP 1. COMPLETE THE REQUIRED LEARNING CONTENT

Before attempting the assessment, ensure you complete the supplied learning content. This
content will help you develop the skills and knowledge you need to complete your
assessment.
STEP 2. COMPLETE TASK A (KNOWLEDGE QUESTIONS)

Task A is a series of short answer questions that will test your understanding and knowledge
of organic and earned marketing.
STEP 3. COMPLETE TASKS B-D (PRACTICAL QUESTIONS)

Over Tasks B, C and D, you will plan, implement, and monitor organic marketing.
You may choose to base Tasks B, C and D on:
a) The provided case study, OR

b) Your own workplace
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A NOTE ON USING YOUR OWN WORKPLACE
If you are using your own workplace, you must make sure you have access
to relevant documentation and resources. This includes:
● A brief for an organic marketing campaign. This campaign must

feature at least five pieces of content. These must be able to be
created, published, and promoted within a 4-week period. At a
minimum, the campaign brief must detail:
o Objectives
o Target audience
o Content requirements
o Timelines
o Budget
● Specialists who can assist with creating content, such as designers,
video producers and/or copywriters
● Tools that enable you to schedule and publish organic content, such
as social media accounts or a website Content Management System
(CMS) like WordPress
● At least one stakeholder
You will also be required to provide evidence of your work and other
documentation as your progress through Tasks B-D.
If you wish to use your own workplace, you must discuss this with your
trainer before starting Tasks B-D. Make sure you receive approval from
your trainer to use your own workplace.
STEP 4. SUBMIT YOUR ASSESSMENT

Once you have completed Tasks A-D, check your assessment to ensure you have fully
answered all questions. Then submit your assessment by the due date provided.
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2. TASK A – KNOWLEDGE
QUESTIONS
2A. INSTRUCTIONS
Answer the questions below to demonstrate your knowledge of organic and earned
marketing.
When answering the questions, make sure you:
● Answer all parts of each question

● Use your own words and give examples wherever possible
● Keep in mind the quality of your answer is more important than how long it is
● Enter your answers in this document
● Acknowledge and cite any sources used
2B. QUESTIONS
Question A1
In your own words, describe what each of the following are:
a) Owned marketing
b) Earned marketing
c) Paid marketing
d) Social media monitoring
e) Target audience profiles
Make sure you consider how each one relates to organic marketing.
(150-300 words)
Your answer:
● Owned marketing are all those strategies that a company has that are a unique part of
that company and of which it has total control, such as blog, applications, web pages, etc.
● Earned marketing is a type of marketing obtained through promotional efforts other than
advertising or branding, such as mentions, reviews, social shares, etc everything free.
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● Paid marketing is the marketing that the company pays to use, such as collaborations with
influencers, pay per click, display ads, paid content promotion, social media ads.
● Social media monitoring is the process of monitoring what people said about a
company, brand, etc. with the aim of identifying what consumers think, using monitoring
platforms and online channels.
● Target audience profiles: It is a profile of the target audience that a company wants to
reach with their products or services. types of people that the company would like to
engage.
Question A2
Describe two benefits brands can gain from using organic and earned marketing.
(50-100 words)
Your answer:
Organic marketing Earned marketing
Become More Trustworthy Credibility
Improve Online Reviews and Rankings Awareness
Question A3
Describe what each of the following marketing channels are, including identifying whether
they are organic, earned and/or paid channels. Then give examples of how brands can use
them for organic marketing:
a) Social media
b) SEO
(80-160 words)
Your answer:
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SOCIAL MEDIA SEO
Are communication platforms on the web, Search Engine Optimization, is search engine
where content is created. positioning, through different marketing
actions.
organic, earned and/or paid channels Organic
Brands can use social media for organic Brands can use organic marketing Consistently
marketing supporting the customers, creating quality content, Using long-tail
developing quality content, and building keywords, Encouraging incoming links.
connections with the customers.
Question A4
Describe what split testing is. Then give two examples of how a marketer could use it to
optimise website content.
(80-160 words)
Your answer:
It is when a random experiment is carried out with two variables, to identify how the variation
affects the user's behavior. For example a marketer can make changes to the infographic on the
website and check which version is more satisfactory or better achieves the objective. Can also
minimally change the messages that it sends to the consumer, whether it is the same message
with a synonym of a word, and see if a minimal change makes more of an engagement.
Question A5
Explain why it is important to select the right platforms when planning to publish and
promote organic content.
(50-100 words)
Your answer:
Choosing the right platforms will allow trust and credibility to be generated on the part of
consumers or potential consumers. If we have the right platform, we will have the right people to
whom we want to reach.
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Question A6
Describe how organic social media posts can be targeted. Give examples to support your
answer.
(50-100 words)
Your answer:
When we know our target audience we can generate more interest on their part, for that it is
important to recognize that they like, what their interests are, dedicate time to research, and make
publications that are of interest to them, that entertain them and are content of interest with
quality, It is also important to make a content calendar, to know what are the best times to publish
according to my target.
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3. TASK B – PLAN ORGANIC

MARKETING
3A. INSTRUCTIONS
In Task B, you will review the requirements for an organic marketing campaign, then create a
plan for running it. Over Tasks C and D you will implement the campaign and evaluate its
success.
For Tasks B, C, and D, you may either:
● Use the provided case study, OR

● Use your own workplace
IF YOU ARE USING THE CASE STUDY

If you are using the case study, make sure you read the Case Study Information document
provided before starting the questions below.
IF YOU ARE USING YOUR OWN WORKPLACE

If you are using your own workplace, you must make sure you have access to relevant
documentation and resources. This includes access to:
● A brief for an organic marketing campaign – for example, this campaign may
make use of email marketing, organic social media and/or website content. It
must involve at least five pieces of content.
● Specialists who can assist with creating content, such as designers, video
producers and/or copywriters
● Tools that enable you to schedule and publish organic content, such as social
media accounts or a website Content Management System (CMS) like WordPress
● At least one stakeholder
You will also be required to provide evidence of your work and relevant documentation as
your progress through Tasks B-D.
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GAIN APPROVAL FOR USING YOUR OWN WORKPLACE
If you wish to use your own workplace for the following questions, you
must discuss this with your trainer.
Make sure you receive approval from your trainer to use your own
workplace before starting Tasks B-D.
3B. QUESTIONS
Question B1
Identify the company or brand that you will be using for Tasks B-D.
If you are using your own workplace, also provide:
● A brief description of the company and what it does (50-100 words)

● A copy of the campaign brief you will be using for this assessment
A NOTE ON USING YOUR OWN WORKPLACE
If you are using your own workplace, you must have access to a brief for an
organic marketing campaign. This campaign must feature at least five
pieces of content. These must be able to be created, published, and
promoted within a 4-week period. At a minimum, the campaign brief must
detail:
● Objectives
● Target audience
● Content requirements
● Timelines
● Budget
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Your answer:
Joyful Wild is a young Australian company, they sell outdoor clothing and outdoor
equipment, Joyful has physical stores and also online stores, Joyful sells products made
from recycled materials and they have been in the market for less than 2 years.
They use email marketing(over 10,000 email subscribers), organic social media such as
instagram, Youtube and Facebook.
· An Instagram account with 15,000 followers
· A YouTube account with 800 subscribers
· A Facebook account with 3,000 followers
Joyful Wild recently ran two organic campaigns, Both campaigns featured 8 blog posts and
2 videos.
Copy of the campaign brief:
INTRODUCTION
Joyful Wild would like to run a campaign called “Make Your Escape”. “Make Your Escape”
is all about escaping from the city to spend a quality weekend outdoors exploring nature.
We want to showcase to people some of the amazing outdoor places within Australia that
they can travel to. We want to encourage people to share what location they dream of
their next adventure holiday being. We also want people to share their stories of the
amazing outdoor adventures they’ve had within Australia.
CAMPAIGN CONTENT
The campaign is to feature 6 blog posts, which will be housed within the blog on the Joyful
Wild website. 2 posts are to be published each week of the campaign. Joyful Wild would
like your ideas for what you recommend the content of these blog posts should be.
Each blog post is to be promoted outside of the website. Joyful Wild has a YouTube
channel, Instagram account, Facebook account and email marketing list that can be used.
Each blog post should be promoted in at least one social media post and one email
campaign. We are also open to other ideas for organically promoting content.
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We want the campaign content to organically reach as many people as possible. We’d love
to see a high share rate and an increased volume of visitors to our website.
TARGET AUDIENCE
We want to capture the attention of city dwellers aged 25 and 40. These people mostly
live in Sydney, Melbourne, and Brisbane. With the recent lockdowns due to COVID-19,
these people are itching to make the most of getting away and exploring the great
outdoors.
Most of our customers have above-average income and want quality outdoor gear that
will last. They’re concerned about climate change and the environment. They are willing
to pay more for quality, sustainable outdoor gear.
OTHER INFORMATION
The campaign needs to launch within four weeks and run over a three-week period. Joyful
Wild has $5,000 that can be spent towards the campaign. This budget can cover the
production of content, setting up the campaign as well as any new technologies required
for the campaign, such as new software.
Question B2
Review the brand’s existing organic and earned marketing. Make sure you:
● Summarise what organic marketing the brand has recently run

● Describe what successes the brand has had, including what earned media has been
achieved
● Describe what areas of improvement exist
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Make sure you review section 2 of the Case Study Information document.
This section describes Joyful Wild’s previous organic and earned
marketing.

Also provide evidence of the organic and earned marketing, such as in the
form of screenshots or campaign reports.
(100-200 words)
Your answer:
Joyful is a new company has been in the market for less than two years, the company recently ran
two organic campaigns: Secret escape, this campaign shared little known national parks
and hiking trails within three hours’ drive of major cities in Australia and “#GearStories” –
this campaign encouraged people to tell a story about their favourite piece of outdoor
gear on social media, share a photo and tag their post with #GearStories. The GearStories
campaign was more successful than the Secret escape although the bell was mentioned by
bloggers, the campaign didn’t ask people to share their own content which could have
improved the engagement, this is an area to improve, since it allows the company to grow.
Video content is successful and achieves a better connection with people than content without
video, which is why it is important to promote campaigns with visual content.
Question B3
You are to review and interpret the brand’s organic marketing brief. In your own words,
describe what you understand to be the following requirements for the organic marketing
campaign:
● The objectives of the campaign

● 3 relevant success metrics that could be used to assess the campaign’s performance
– make sure at least one of these metrics relates to earned marketing
● The campaign’s target audience
● The marketing channels to be used
● Content requirements
● Budget
● Timeframes
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(150-250 words)
Your answer:
Joyful Wild would like to run a campaign called “Make Your Escape, The idea of the campaign is
to motivate people to share their adventures and plan their next adventures in Australian territory,
with the help of the recommendations that joywild launches on its social media. The campaign is
to feature 6 blog posts, which will be housed within the blog on the Joyful Wild website, Two
blogs will be published each week, and they will be promoted through their YouTube, Facebook,
Instagram and email channels. Their target are habitants of the main cities such as Sydney,
Melbourne and Brisbane, between 25 and 40 years old, passionate about exploration and lovers of
discovering new places where they can have new adventures. Most customers have
above-average income and want quality outdoor gear.
To evaluate the performance of the campaign we will use three metrics, one of them is the total
number of visits or referral traffic, the other is the click rate and bounce rate and the last one is
the percentage of clients influenced by the marketing campaign.
The campaign must be launched within four weeks and run for a period of three weeks, with a
budget of $5,000 to cover the expenses of the campaign and other investments that must be
made as expenses in new technologies and new softwares that the campaign requires.
Question B4
You now need to confirm your understanding of the campaign with others. Set up a meeting
with at least one stakeholder.

You are to role play being an Organic Marketing Manager at Buck Media.
You are to meet with a client - Mackensie Williams, the Marketing Director
at Joyful Wild.
This position of Marketing Director can be role played by your trainer,

friend, family member, another student in your unit or work colleague. To
enable them to play this role, you will need to provide them with the
briefing instructions provided in the appendix of the Case Study
Information document.

You must meet with someone who is in a good position to provide you
with feedback on the organic marketing brief. For example, you may
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choose to meet with a client, Product Marketing Manager or a Marketing

Director.
Use the meeting to:
● Present your understanding of the campaign. Make sure you describe what channels,
content and success metrics will be used
● Seek feedback on your understanding
● Confirm the requirements for the campaign
YOUR MEETING WILL BE OBSERVED

Your trainer will assess your meeting against the observation checklist
provided in the marking guide document. Your trainer will be looking for
your ability to:
● Present a summary of your interpretation of the campaign’s

requirements
● Seek feedback from others
● Use appropriate verbal and non-verbal communication
● Manage the meeting
You may arrange time for your trainer to observe your meeting in real-time
– either virtually or in person.
Alternatively, you may record your meeting and provide a link to it. For
example, you may upload your recording to YouTube as an unlisted video
or provide a link to a Google Drive folder. If you are sharing a link, ensure
you test your link to make sure it is working correctly.
After your meeting, record notes of what was discussed.
(50-100 words)
Your answer:
Company Joyful is a new company that sells outdoor

clothing and equipment, the company
wants to run a campaign to motivate people
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to share their adventures and plan their next

adventures in Australian territory, with the
help of the recommendations that joywild
launches on its social media.
Target habitants of the main cities such as Sydney,

Melbourne and Brisbane, between 25 and 40
years old.
Channels Instagram, facebook, email, blogs, website
Budget $5000
Metrics number of visits or referral traffic , the click

rate and bounce rate and percentage of clients
influenced by the marketing campaign.
Timeframes launched within four weeks and run for a

period of three weeks
ROLE PLAY WITH KELLEN ROSA
Question B5
Now you have clarified the requirements of the campaign, you are to develop a plan for
creating, running, and evaluating the campaign. Your plan is to include:
● A content schedule outlining:

o What content will be published
o What channel and platform will be used to publish each piece of content
o When each piece of content will be published
o How each piece of content will be promoted
● An action plan outlining:

o What actions are needed to create, schedule, and publish content
o What actions are needed to monitor the campaign
o Who is responsible for each action
o Timeframes for each action
Make sure your plan includes actions for monitoring performance during the campaign and
after the campaign finishes. Also make sure it includes at least five pieces of content to be
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created and published.
(Answer using the tables below. You may add and delete rows as needed.)
Your answer:
Organic Marketing Campaign:

Content Schedule and Action Plan
Brand: JOYFUL WILD
Date created: 31/10/2022
Campaign name: ‘MAKE YOUR ESCAPE’
CONTENT SCHEDULE
Instructions: Detail what organic content will be published, on what channel and platform, and on what
date. Also, describe how each piece of content will be promoted.
Content Channel & Date to be How the content will be

Platform published promoted
BLOG 1: Benefits to escaping Blog on 31 October Instagram & Email

from the city to spend a Joyful marketing supported by
quality weekend outdoors website Facebook and YouTube
exploring nature.
BLOG 2: How to prepare for an Blog on 3 November Instagram & Email

outdoor adventure trip, Joyful marketing supported by
exploring nature. tips from website Facebook and YouTube
famous adventure travel
bloggers.
BLOG 3: Popular destinations in Blog on 7 November Instagram & Email

NSW (encourage people to share Joyful marketing supported by
their experiences in these website Facebook and YouTube
destinations)
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BLOG 4: Popular destinations Blog on 10 November Instagram & Email

in Victoria (encourage people Joyful marketing supported by
to share their experiences in website Facebook and YouTube
these destinations)

in Queensland (encourage Joyful marketing supported by
people to share their website Facebook and YouTube
experiences in these
destinations)

in Western Australia Joyful marketing supported by
(encourage people to share their website Facebook and YouTube
experiences in these
destinations)
ACTION PLAN
Instructions: Outline what actions are needed to create content for the organic campaign, schedule and
publish content, and monitor the campaign. For each action, detail who is responsible for it and what
timeframe is required.
Action Responsibility Timing
prepare the content of the blogs a week and a content marketing 2 weeks and a half
half before the campaign starts, identify what manager before the start of
creative media we are going to use. the campaign
search of all the visual content, images that will content marketing 2 weeks and a half
be used for promotion on instagram and email manager, social before the start of
marketing media team and the campaign
visual designer.
Partnerships with famous adventure travel organic marketing 2 weeks before

bloggers. coordinator and the start of the
director of Public campaign
Relations.
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Testing in digital media, testing templates. content marketing week before the
manager start of the
campaign
Define the campaign to organically attract users Helen McMaster, week before the
to share their experiences. Spark Media, and start of the
Marketing Manager, campaign
Joyful Wild
Question B6
Explain how you will monitor the performance of your campaign. Make sure you describe:
● What exact tools you will use – make sure you identify the name of each tool. Also
consider any campaign tracking that needs to be set up and what tool(s) you will use
for this.
● How you will monitor earned media, including how you will use social media
listening – your answer could include actions such as reviewing shares, saves,
mentions of the campaign or user generated content.
(100-200 words)
Your answer:
To monitor the bell we are going to use three tools:
one is the percentage of customers influenced by marketing, this means all the new customers
that have been generated by our marketing campaign and have made purchases in the joyful
online or physical store influenced by the campaign. The second one is the total number of
number of visits to our blog, to identify the percentage of visits that reach the blog with instagram
and email marketing promotions and also recognize by which channel they arrive, and the last one
Click rate, to identify the percentage of people who clicked on the link found in our blogs that
directs them to the website where the online store of the products is located. With this we can
know the performance of the marketing campaign, on the other hand we can identify and
evaluate which keywords, ads and listings are working as expected or need improvement.
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4. TASK C – IMPLEMENT
ORGANIC MARKETING
4A. INSTRUCTIONS
Task C follows on from Task B. In this task, you are to launch the organic marketing campaign
you developed in Task B.

The Marketing Director from Joyful Wild is impressed by your campaign
plan and has given you approval to implement the campaign.

Make sure you have received approval from relevant stakeholders before
launching your campaign.
4B. QUESTIONS
Question C1
You now need to instruct copyrighters, designers, and/or other specialists on the creation of
content needed for your campaign.

Describe what specialists are needed to create the campaign content. Then
explain how you will instruct them on creating content.

Explain how you have instructed specialists on creating campaign content.
Also provide evidence of how you have instructed others on the creation
of content, such as by providing copies of briefing documents or
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screenshots of email communication.
(80-160 words)
Your answer:
To: Media team
Subject: creation of content
Good afternoon dear media team,
We are a few weeks away from starting our marketing campaign, so we must work as a team
and do our best to have a successful campaign. With this campaign we want to increase our
percentage of customers and create valuable content for our customers. For this reason, we
have to create 6 blogs that we will launch during three weeks, where the content will be guided
by giving you the guidelines to program their next adventure around Australia with Joyful.
for this we need to find the best places in Nsw, Queensland, Victoria and Western australia,
make partnerships with specialized bloggers in these destinations that give us advice,
recommendations to live the best experiences in these places, we must create content with all
the necessary guidelines to live an experience to the extreme and also what are the benefits of
leaving the city to live new adventures. We will need to do all the visual and audiovisual content
creation, since according to the previous campaigns, better results were seen when video
platforms were used.
In the attachment you will find the content that we are going to handle and the timeframe.
Thank you for your attention. If you have any questions, do not hesitate to contact me.
Question C2
You now need to coordinate the creation of content for your campaign.
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Describe how you will successfully coordinate the creation of content.
(50-100 words)

You are to organise the creation of the assets you will need for the
campaign, such as images, copy or videos. Provide evidence of how you
coordinated this content creation, such as in the form of screenshots of
project plans or emails.
Your answer:
to have a successful campaign we will all work together, even if some of the tasks are carried out
by a group it must be approved by all the stakeholders , regularly updating key personnel involved
with the content, correctly directing the delivery of the content, what images and videos we are
going to use, weekly check and updates of the campaign, it is also important to ensure that all
interested parties understand well the objective of the campaign and what it wants to achieve.
Question C3
You are to upload the content of your organic marketing campaign to the relevant
platform(s). You are also to ensure the content is scheduled to be published on the correct
date and at the correct time.

Describe how you will set up and schedule the content in the relevant
platforms.
(50-100 words)

Provide at least two screenshots that show how you scheduled content in
the relevant platforms.
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Your answer:
To configure and program the content in hootsuite the first thing we must do is choose our social
networks, write the social message in the compose box, then we have to click on the calendar
icon, a drop-down menu appears and in the autoSchedule function we give it enable, to finally
click on Automatic programming. To schedule the date and time of publication we will use
wordpress, for this we will log in to WordPress, in the panel we will click on Publications and then
click on Add new, we write the publication we want to make, and in publish, next to Publish
immediately, we click Edit, Boxes will appear with the current date and time, We select the date
and time that we want WordPress to publish the article automatically and then click OK and finally
click Schedule.
Question C4
You now need to ensure the content of your campaign is launched on time and is correct.

Describe how you will successfully launch the campaign, including how you
will check content is published correctly.
(50-100 words)

You are to manage the launch of the organic marketing campaign.
Provide at least two screenshots that show proof of the campaign being
launched, such as screenshots of live content and published statuses being
achieved in the relevant platform(s).
Your answer:
To successfully launch a campaign, we must establish clear campaign objectives, what the budget
is going to be allocated to, carefully choose the means that we are going to use for the launch,
plan what our action plan is and finally measure the results.
on the other hand, to verify that the content is published correctly, a couple of test emails will be
sent to the stakeholders, and it will be checked to identify if there are problems with the grammar,
test the posts on different devices and check if the structure looks good on all devices, do A/B
testing on facebook ads.
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Question C5
Review the interim results of your campaign, then:
● Summarise the performance of the campaign – make sure you keep the campaign’s
success metrics in mind
● Make suggestions for how the campaign’s performance can be further improved
● Suggest further opportunities for using earned marketing

Review the interim campaign performance results provided in the Case
Study Information document. You can find these results in section 3.

Once your campaign is launched, you need to regularly monitor it. At
approximately the halfway point of your campaign, you are to review its
performance. Provide evidence of the campaign’s performance, such as in
the form of screenshots, raw data or other reports.
(100-200 words)
Your answer:
Part 1:
Website:
Blogs one and two achieved a similar engagement rate, blog 1 at 22% and blog 2 at 27%, blog
three achieved 49.8% this because six bloggers shared the posts, increasing their visibility
Email: Blog 1 and blog 2 had a similar participation, in blog one only 22.5% of the people who
opened the email, clicked on the link, and blog 2 only 24.3%, contrary to blog 3 that more than
half of the people who opened the email, clicked on the link, with a percentage of 53%
social media:
Blogs one and two achieved a similar engagement rate, blog 1 at 22% and blog 2 at 27%, blog
three achieved 49.8% this because six bloggers shared the posts, increasing their visibility
Part 2:
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Website: on the web site we must encourage readers to carry out actions and place more
audiovisual content so that they stay longer on the web page.
Email: In the email campaign we must make some improvements in the visual part of the email,
and put more emphasis on the action button to encourage people to go to the blog
Social media: In this channel we must encourage more people to share the publications, either
with discount incentives in the store for each share, and seek collaborations with important
bloggers so that they share more publications.
Part 3: To improve our campaign, we will carry out actions such as reminders, seek more
alliances with bloggers, incentives for sharing publications, encouraging people to tell their own
experiences on the Instagram channel, more video content that captures more user attention, etc.
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5. TASK D – REVIEW ORGANIC

MARKETING
5A. INSTRUCTIONS
Task D follows on from Task C. In this task, you are to review and evaluate the performance
of your organic marketing campaign.
5B. QUESTIONS
Question D1
You are to report on the performance of the organic marketing campaign. Ensure your
performance report:
● Compares results against the success metrics you developed in Task B

● Describes what successes the campaign had
● Identifies at least two areas in which the performance could be improved
● Provides recommendations for future organic marketing campaigns, including
enhancements that could be made within the next few weeks

You are to also provide evidence of the campaign’s performance, such as in
the form of screenshots of analytics platforms.
(100-200 words)
Your answer:
Campaign Performance Report
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Brand: Joyful Wild Outdoors
Campaign name: Make your Escape
Dates: 06 November 2022
PERFORMANCE OVERVIEW
Success Metric Planned Performance Actual Performance
Website Engagement
• Sessions 1,500 per blog 2,098 per blog
• Sessions Shares 1,500 Per blog / 25 shares = 2,098 per blog/ 27 shares =
1 share for every 60 1 share for every 77 sessions
sessions
Email Engagement
• Opens / Delivered 2,500 / 10,000 2754/10,328
= 1 email opened for each 4 = 1 email opened for each
emails delivered 3.75 emails delivered
• Clicks / Opens 1,000 / 2,500 = 1 click 1,015/ 2754 = 1 click through

through to blog for each 2.5 to blog for each 2.7 emails
emails opened opened
Social Engagement
• Reach / Engagement 3,500 / 425 = 8 4,040/548 = 7 engagements
engagements for each for each person reached on
person reached on Social Social Media
Media
• Engagement / Shares 425 / 175 = 2.42 shares for 548/128= 4.28 shares for
each person engaged each person engaged
SUCCESSES
What performed well: Website engagement: engagement on our website

has increased, more people have come to the site.
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Email engagement: the open of the email has been

increased, probably the subject is striking and this
encourages them to open the email.
Social media: Although the engagement for each

person reached on Social Media has not been
what was expected, it can be analyzed that the share
increased, this means that more people are sharing
the publications.
AREAS OF IMPROVEMENT
What could be performing better: Although the emails have been opened more than we
expected, we need to improve the email and make it
more attractive so that more people are motivated to
click on the blog and reach the website
Actions needed: check if our email campaign is fulfilling what we

expect and implement actions that allow people who
open the email to also be incentivized to click on the
link, Also analyze what happens with our blog number
two and number 4, which are the ones with the
highest bounce rate.
Question D2
You now need to share the campaign report you created in the previous question and seek
feedback on it.

Prepare copy (text) for an email that shares the campaign report with the
Marketing Director at Joyful Wild. Ensure your email copy:
● Introduces the report and provides a brief summary of it

● Explains the report is attached to the email
● Uses professional language
28
● Asks for feedback on campaign performance

Describe the feedback you received. You may wish to set up a meeting
with relevant stakeholders, such as clients or managers, to share the
report and gather feedback.
Provide evidence of the feedback you received, such as in the form of

email screenshots or a link to a video recording of your meeting.
(50-100 words)
Your answer:
To: Mackenzie
Subject: campaign analysis
Good afternoon dear Mackenzie,
The objective of this email is to inform you about the campaign and what actions we must
implement to improve the campaign. In the attachment you will find the campaign report and
the values of each channel. We have achieved very good objectives on the website, achieving
2,098 sessions per blog, but we have identified that our blogs 2 and 4 have not achieved the
objective that we expect, since they are the blogs with the highest bounce rate, For this reason,
I would like you to send me feedback on the campaign to decide what actions to take and work
together with the other marketing areas. In my opinion, we should do more tests with these
two blogs to identify why they are the blogs with the least engagement. On the other hand, we
should improve the design of our email campaign, although the subject of the campaign has
been striking and encourages them to open the email, a high percentage is not clicking on our
link to have more information about the blogs, this may be due to the design of the mail, or the
action button is not clear, so we must make some changes.
Thank you for your attention and please if you have any questions, do not hesitate to contact
me.
29
Question D3
You now need to implement at least one of the recommendations you developed in your
campaign performance report.

The Marketing Director at Joyful Wild has been impressed by your
campaign performance report and the recommendations you put forward.
Explain how you will go about implementing the recommendations you

developed. Make sure you consider what actions, resources and
timeframes are required.

Describe what recommendation(s) you have begun to implement and how
you have gone about this.
Also provide evidence of your implementation, such as in the form of

project plans or screenshots of content platforms.
(50-100 words)
Your answer:
the media group will be in charge of seeking more alliances with bloggers to increase the visibility
of the campaign, on the other hand, a meeting will be held to brainstorm, where all the interested
parties will give us an idea or several ideas of how to encourage people to tell their experiences
and be more interested in the content of the blogs, also promote our blogs more in facebook ads.
30
6. ASSESSMENT SUBMISSION
6A. INSTRUCTIONS
Once you have completed Tasks A-D, you may submit your assessment. Ensure you do this
by the provided due date.
Before submitting, use the checklist below to make sure you have completed all questions
and provided all relevant evidence.
6B. CHECKLIST
STUDENT SELF-CHECKLIST
Instructions: Place a tick ‘✓ ’ in the Yes (“Y”) column for each component you have completed.
Have you… Related assessment Y

question(s)
✓
Answered all knowledge questions? Task A, Questions A1 – A6 ✓
Answered all practical questions? Task B, Questions B1 – B6 ✓
Task C, Questions C1 – C5 ✓
Task D, Questions D1 – D3 ✓
Attached a copy of the organic marketing Task B, Question B1 ✓

brief? (If using your own workplace)
Created a link to the recording of your Task B, Question B4 ✓

meeting and tested the link? (If your trainer
didn’t observe your meeting directly)
(If using your own workplace) Provided Task C, Questions C1 – C5

evidence of:
● How you instructed others on creating
campaign content?
● How you coordinated the creation of
content for your campaign?
● Content for your campaign being
scheduled in the relevant platform(s)?
31
● Your campaign being launched?

● Your campaign’s interim
performance?
(If using your own workplace) Provided Task D, Questions D1 – D3

evidence of:
● Your campaign’s final performance?
● The feedback you received on the
campaign’s final performance
● How you have implemented at least
one of your recommendations?
32

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1 W3E

10931NAT DIPLOMA OF DIGITAL MARKETING

2. TASK A – KNOWLEDGE QUESTIONS 5

3. TASK B – PLAN ORGANIC MARKETING 8

4. TASK C – IMPLEMENT ORGANIC MARKETING 15

5. TASK D – REVIEW ORGANIC MARKETING 19

COMPETENCIES BEING ASSESSED

1. Determine organic marketing needs

1B. WHAT YOU ARE REQUIRED TO DO

STEP 1. COMPLETE THE REQUIRED LEARNING CONTENT

STEP 2. COMPLETE TASK A (KNOWLEDGE QUESTIONS)

STEP 3. COMPLETE TASKS B-D (PRACTICAL QUESTIONS)

You may choose to base Tasks B, C and D on:

a) The provided case study, OR

A NOTE ON USING YOUR OWN WORKPLACE

● A brief for an organic marketing campaign. This campaign must

STEP 4. SUBMIT YOUR ASSESSMENT

When answering the questions, make sure you:

● Answer all parts of each question

Organic marketing Earned marketing

Become More Trustworthy Credibility

Improve Online Reviews and Rankings Awareness

SOCIAL MEDIA SEO

organic, earned and/or paid channels Organic

3. TASK B – PLAN ORGANIC

For Tasks B, C, and D, you may either:

● Use the provided case study, OR

IF YOU ARE USING THE CASE STUDY

IF YOU ARE USING YOUR OWN WORKPLACE

● At least one stakeholder

GAIN APPROVAL FOR USING YOUR OWN WORKPLACE

If you are using your own workplace, also provide:

● A brief description of the company and what it does (50-100 words)

A NOTE ON USING YOUR OWN WORKPLACE

· An Instagram account with 15,000 followers

· A YouTube account with 800 subscribers

· A Facebook account with 3,000 followers

Copy of the campaign brief:

● Summarise what organic marketing the brand has recently run

IF YOU ARE USING THE CASE STUDY

IF YOU ARE USING YOUR OWN WORKPLACE

● The objectives of the campaign

IF YOU ARE USING THE CASE STUDY

This position of Marketing Director can be role played by your trainer,

IF YOU ARE USING YOUR OWN WORKPLACE

choose to meet with a client, Product Marketing Manager or a Marketing

Use the meeting to:

YOUR MEETING WILL BE OBSERVED

● Present a summary of your interpretation of the campaign’s

After your meeting, record notes of what was discussed.

Company Joyful is a new company that sells outdoor

to share their adventures and plan their next

Target habitants of the main cities such as Sydney,

Channels Instagram, facebook, email, blogs, website

Metrics number of visits or referral traffic , the click

Timeframes launched within four weeks and run for a

ROLE PLAY WITH KELLEN ROSA

● A content schedule outlining:

● An action plan outlining:

created and published.

Organic Marketing Campaign:

Brand: JOYFUL WILD

Date created: 31/10/2022