This report will present a digital marketing campaign proposal for a

hypothetical company, ABC Inc. ABC Inc. is a manufacturer of high-end sports

equipment with a strong focus on innovation and sustainability. The company
operates in a highly competitive market, and their target audience is affluent
and environmentally conscious sports enthusiasts.

Executive Summary:
The proposed digital marketing campaign aims to increase brand awareness,
drive sales, and establish ABC Inc. as a leader in the sustainable sports
equipment market. The campaign will focus on attracting and retaining
environmentally conscious sports enthusiasts through social media, email
marketing, and location-based services. The campaign will include product
reviews and customer advocacy, providing support to customers, promoting
and selling products, and researching and developing new ways of doing
business. The estimated budget for the campaign is RS.200,000, and the key
performance indicators will include increased website traffic, increased social
media followers, and increased sales revenue.

Introduction:
ABC Inc. is a manufacturer of high-end sports equipment with a strong focus
on innovation and sustainability. The company operates in a highly competitive
market, and their target audience is affluent and environmentally conscious
sports enthusiasts.

Situational Analysis:
A. PESTEL Analysis: The PESTEL analysis will examine the political, economic,
social, technological, environmental, and legal factors that may impact the
company's business.
B. Competitors Analysis: This analysis will identify the company's major
competitors and evaluate their strengths and weaknesses in digital marketing.
C. SWOT Analysis: The SWOT analysis will evaluate the company's internal
strengths and weaknesses and external opportunities and threats.
D. Business goals and smart objectives: The company's business goals and
smart objectives will be identified and used to guide the development of the
digital marketing campaign.

Strategy:
A. Why: The proposed digital marketing campaign is necessary to increase
brand awareness, drive sales, and establish ABC Inc. as a leader in the
sustainable sports equipment market.
B. Online Value Proposition: The online value proposition will be focused on
the unique selling points of the company's products, including innovation and
sustainability.

Campaign Objectives and Focus:

A. Objectives: The objectives of the campaign will be to increase brand
awareness, drive sales, and establish ABC Inc. as a leader in the sustainable
sports equipment market.
B. Target Segment: The target segment will be affluent and environmentally
conscious sports enthusiasts.
C. Pen Portrait: The pen portrait will describe the target segment in detail,
including demographic information, lifestyle, and interests.
D. User Personas: The user personas will be developed to represent the target
segment and guide the development of the campaign.
E. Social Media Evaluation: The social media evaluation will identify the most
effective platforms for reaching the target segment and the best strategies for
engagement.
F. E-Marketing Mix (4 P's): The e-marketing mix will include product, price,
promotion, and place elements and will be used to guide the development of
the campaign.
G. Implementation: The implementation plan will detail the steps and timeline
for executing the campaign.