Student Name: Nicole Haylen

Student Number: 4022553

Subject Code: BUS302A

Subject Name: Blogging your way to Fame

Lecturer: Paul Krust

Assessment Title: Growth Strategy

Word Count: 1401

Due Date: 23rd April 2023

Signed: e N.Haylen
Table of Contents

1. Introduction ............................................................................................................................. 3

2. Findings ................................................................................................................................... 3

3. Areas For Improvement ............................................................................................................ 4

4. Copywriting And Strategic Implementation And Adjustments .................................................... 5

5. Goals And Smart Objectives ...................................................................................................... 5

6. Evaluating the Choice of Channels of Instagram and Facebook and Keywords ............................ 6

7. Risk Scanning ........................................................................................................................... 7

8. Conclusion................................................................................................................................ 7

9. Reference List ........................................................................................................................... 8

1. INTRODUCTION

The following report discusses the findings of my learning and experiences this semester by utilizing
the analytical tools and metrics chosen in Assessments 2 and 3 to evaluate the success of the digital
media strategy. A reflection specifically focusing on the digital strategy's development,
implementation, tuning, impact, and recommendations for future strategy and content creation will
be discussed. On a micro level, we will discuss the evaluation and importance of SMART goals and
objectives, choice of channels and keywords, the success of angles and pitches, copywriting and
soundness of strategic strategies, challenges, setbacks, risks, and target audience engagement.

2. FINDINGS

The analytical tools I looked at were Instagram and Google tools to evaluate the success of the
campaign.

Instagram insights (ICMS,2023) provide insights and feedback for business accounts, offering
valuable data about the performance of posts, stories, and overall account metrics. This information
allowed me to evaluate the success of the digital campaign. Key metrics included -

1. impressions- the total number of times the content was seen by users.

2. Reach-the number of unique users who viewed the content

3. Engagement- the total number of likes, comments, and shares

4. Profile visits-the number of times users visited flooring Xtra Instagram profile

5. Clicks to the website- the number of users who clicked on the link in the profile to visit the website

By analyzing the metrics, we can assess the effectiveness of the digital campaign and identify content
that resonates with the audience and make data-driven decisions to optimize the campaign strategy.
We were able to see traffic, user behaviour, and conversions generated from our digital campaign.

3
Google Analytics tracked and measured website performance. We were able to see traffic, user
behaviour, and conversions generated from our digital campaign. The metrics we looked at included

1. Web traffic-number of users, page views

2. Goal conversions-e book sign ups,

3. Session duration-time users spend on the website

Being able to identify my target audience was crucial to the digital strategy. By clearly defining the
target audience, we could tailor our smart goals and objectives toward reaching and engaging with
the audience. Creating engaging and relevant content was key to capturing the audience’s attention.
Having engaging social media posts and visually appealing visuals contributed to Instagram’s success.

The angles and pitch were successful in the campaign as web traffic, followers, and conversions
mostly increased. Continuous testing is required to fine-tune the angle or pitch for ongoing
effectiveness with future campaigns.

3. AREAS FOR IMPROVEMENT

It’s important to establish clear goals and objectives. Our strategy lacked some measurable,
achievable, relevant, and timebound objectives making it hard to evaluate its success and make
the appropriate data-driven decisions.
Analysing and interpreting data from website analytics and email marketing metrics would have
been beneficial better for us as we missed insights and opportunities for improvement.

Moving forward, we must define clear objectives and goals aligned with our overall business
objectives. Continuously monitor and analyze data from various digital channels to gain insights.
Tailor content to resonate with your audience and apply your brand identity across different digital
channels. Stay updated with the latest trends and technologies in digital marketing to optimize your
strategy accordingly. Engage and interact with your audience, and promptly respond to queries and
feedback.

I have learned the following to enhance my digital campaign next time.

4
-Identify weaknesses in the campaign with Facebook. We had low engagement and high bounce
rates

-Identify successes such as our high engagement posts on Instagram and the increase in web traffic,
which gave us a clear direction for our campaign

-Refine content and messaging-Create compelling and relevant content. Consider using different
formats on Facebook next time, like videos, to increase engagement

-Refine objectives and goals to ensure we have a clear direction for our campaign

-Test and continuously monitor the performance of the campaign and make changes where required
to optimize your digital campaign for success.

4. COPYWRITING AND STRATEGIC IMPLEMENTATION AND

ADJUSTMENTS

Understand the target audience to tailor your copy to resonate with them on an emotional level. A
recommendation would be to conduct regular market research and update your buyer’s personas to
keep up with the evolving needs and preferences of your audience.

Focus on benefits, not just features of the flooring. We should clearly communicate how the flooring
solves problems and meets needs. We can do this by reviewing our copywriting using customer
testimonials, case studies, and real-life examples to illustrate how we provide value to customers.

Call to Action-Our CTA needs to be clear, compelling, and prominently displayed in our copywriting.
We need to create a sense of urgency to encourage immediate action. Review our copywriting across
all digital channels. Ensure our brand voice, tone, and messaging align, and regularly update our
copywriting to reflect our goals and objectives.

5. GOALS AND SMART OBJECTIVES

We were mostly satisfied with the results. Our goals were to -

5
 1. Increase the number of subscribers to e-books by 100. Our initial number of subscribers was
20, and our current subscribers are 100. We consider the objective was achieved even
though we didn’t achieve
2. Increase Instagram followers by 30%. We tracked the growth in the number of followers over
the three weeks, and it increased by 20%. We consider the objective was achieved even
though we didn’t quite reach 30%.
3. Increase web traffic by 30%. We tracked website visitors, page views, and unique visitors
over the three weeks, and it increased to 20%. We consider the objective was achieved even
though we didn’t quite reach 30%.

Learning about the Communication Plan and the importance of goals and SMART
objectives(ICMS,2023) for a digital campaign were the most important skills I developed. The
communication plan outlines how the strategy will communicate with its target audience. It
identifies channels, messaging, and frequency. I learned that goals and SMART objectives provide
focus, direction, accountability, and motivation while enabling resource allocation and optimization.
Without them, your campaign would fail.

6. EVALUATING THE CHOICE OF CHANNELS OF INSTAGRAM AND

FACEBOOK AND KEYWORDS

The following conclusions were made -

1. Audience-Instagram and Facebook both have large user bases, but the demographics
and user behaviour may differ between the two platforms. Instagram tends to be more
popular with people interested in visual content and a younger age group, whereas
Facebook has a broader age range and is more diverse in content types.
2. Objectives- Instagram is more effective for brand awareness and visual storytelling,
whilst Facebook is more effective for community building.
3. Content and Format- Each platform has its own unique content. Instagram is primarily
focused on images, reels, videos, and stories, and Facebook supports a wide range of
content types, including text, links, and images.
4. Our keywords were relevant and had a high search volume which meant more
competition. We could look for low keywords in order to rank. I think it’s important to
have a balance between relevance, search volume, and competition when selecting

6
 keywords. Utilizing key research tools like Google keyword, planner, or other SEO tools
could help to find relevant words and uncover potential keyword opportunities.

7. RISK SCANNING

Risk scanning (ICMS,2023) is an important element of a digital campaign. Scanning involves

identifying potential risks that may impact the campaign. I identified the following risks to be
technical issues, competition, negative publicity, and changes in consumer behaviour. To
mitigate risk, conducting a thorough analysis of the campaign’s target audience, goals, and
messaging is crucial. This can help identify potential areas of concern and allow me to take
proactive steps to address them. It’s also important to undertake an Environmental Scan and
look at external factors such as economic trends, regulatory changes, political changes, and
technological advancements. By understanding these external factors, I can anticipate
changes that may impact the success of the campaign and make changes accordingly to be
better positioned to achieve our goals. For example, due to the current high-interest rates,
consumers are more price sensitive, so we need to adjust our pricing and messaging
accordingly.

8. CONCLUSION

In conclusion, a digital media campaign helped Flooring Xtra to achieve its goals and objectives. It
allowed us to reach our target audience, promote brand awareness, and build relationships with our
followers. The campaign’s success relied on the following elements: setting clear goals and
objectives, the communication plan, risk scanning, and optimization strategies. The growth strategy
highlighted recommendations that will be implemented for future campaigns.

7
9. REFERENCE LIST

International College of Management, Sydney. (2023, February). BUS302A Get the Big Picture,
lecture, week 1. [Lecture PowerPoint slide 34]. Retrieved April 19, 2023, from
https://lms.icms.edu.au/course/view.php?id=1246#section-3

International College of Management, Sydney. (2023, February). BUS302A, Define Your Target
Audience, lecture, week 2. [Lecture PowerPoint slide 30]. Retrieved April 18, 2023, from
https://lms.icms.edu.au/course/view.php?id=3490#collapse-6

International College of Management, Sydney. (2023, March). BUS302A, Engage Make A Plan,
lecture, week 4. [Lecture PowerPoint slide 20]. Retrieved April 18, 2023, from
https://lms.icms.edu.au/mod/resource/view.php?id=694918