MKT-1103 Final Project - Digital Marketing Campaign

Due Date and Grading

 This assignment is due by 11.59 p.m. on _____, ______, 2022 in the course Dropbox entitled
Final Group Assignment
 This assignment is worth 20% of the final grade.

 This is a group assignment. All members of a group are expected to contribute to its
completion.

Instructions

This assignment must be submitted using the Final Group Project Submission Template at the end of this
document.

Based on the decisions you’ve made in the first three group assignments, you will now plan a digital
marketing campaign that promotes your offering to your target market using your brand voice.

Specifically, you will create the following for your campaign:

 Keyword list
 Social Media posts
 Content marketing pieces
 Paid Search ad
 Paid Facebook ad
 YouTube Video ad (minimum 30 to 60 seconds max)
 TikTok Promotion Video (minimum 5 seconds to 15 seconds max)
 Landing page

Sections

Keywords (Week 7)

In this section you are choosing 4 keywords that you think your target market are most likely to search
for if they are interested in your offering (regardless of whether they’ve heard of you or not). Two of the
four must be long-tail keywords. For each keyword you need to decide which Match Type (Broad match,
Phrase match, or Exact match) you want to use.

In addition, you need to choose one negative keyword. Negative keywords are keywords you do not
want to match for in searches. For example, if you market online courses that students have to pay for,
you might want to have “free” as a negative keyword so that your paid ads do not get clicked on by
people who are only looking for free online courses.

You can use Google Keyword Planner to help you choose your keywords. If you don’t already have a
Google account you’ll need to create one to use the Google’s keyword tool.
MKT-1103 Final Project - Digital Marketing Campaign

Organic Social Media Posts (Week 4)

Using the template and following the character limits (where indicated) you will write text and select
images for Twitter, Facebook and Instagram posts aimed at your target market.

Organic posts and non-promotional Content Marketing pieces should focus on engaging the user with
content of interest to them rather than focusing on directly selling to them. In your organic posts you
are trying to connect with your audience by talking about things they are interested in. If you are
unclear on how to go about this, look at what brands you admire do in their organic social media posts.
You may also want to look at what your competitors are doing with organic social media.

Keywords: While engaging your target market is your number one goal with organic social media, it’s a
good idea to include your keywords in organic social media posts whenever possible because it creates
more opportunities for your content to show up in SERPs for your keywords.

Paid Facebook Ads (Week 5) and Google Search Ads (Week 7)

Paid Search and Social Media Ads and promotional Content Marketing pieces should focus directly on
selling to the user with a Call To Action encouraging them to visit your website. In the case of Facebook,
there are pre-set CTAs that you can choose from. Be sure to only put one CTA in the Call To Action field
of the Facebook paid ad section of the assignment.

Keywords: Be sure to include (and bold) keywords in your ad text

Content Marketing Pieces (Week 10)

Content Marketing doesn’t just mean blog posts. There are many different types of content you can
create and curate for your audience such as:
 Blog
 Checklist
 Guide
 How-to Instructions
 Infographic
 Listicle
 Podcast
 Press Release
 Research/Whitepaper
 Video

Following the 4:1:1 Ratio we discussed in Week 4, you will create a Content Marketing list with the
following:

 4 pieces of curated content - content created by others that will be of interest to your target
market
 1 piece of original content - content created by you that will be of interest to your target market
 1 piece of promotional content - content created by you that focuses on selling your offering to
your target market.
MKT-1103 Final Project - Digital Marketing Campaign

For the curated content you are finding content created by others and documenting what it is in the
space provided in the submission template. The goal is to find content that you think would appeal to
your target market/persona. The content does not have to be from the same industry as your business.
The main consideration in choosing the particular content pieces you are curating in this section is each
one’s appeal to your target market/persona.

For the original and promotional content, you don’t need to actually create the content piece but you
need give a clear sense of that the content of the piece would be. For example, if your original content
piece is a podcast, you don’t have to record an actual podcast, but you do need to write 1-3 sentences
describing what content the podcast would communicate to the audience.

Keywords: Be sure to include (and bold) keywords in your promotional content piece and (if possible)
your original content piece.

Landing Page and SEO (Week 6)

The Landing Page is where you are directing users when they click on the links in your social media
posts, content pieces or paid ads.

You need to ensure that your landing page has good SEO by using metadata that includes your
keywords, and you need to ensure that the main message and Call to Action are well-written so that
they are engaging for human readers.

Keywords: Your Meta title tag, Meta description, H1 tag, and Main Message should all contain
keywords. Ideally your URL should as well.

Promotional and Transactional Emails (Week 9)

The Promotional email is sent to the user after they have subscribed to your email list.

The Transactional email is the thank you email you send to a customer after they have made a purchase.

Images:

If you are not sure where to find images that do not violate copyright, this blog post has links to a
number of good image sites: https://buffer.com/library/free-images/

Rubric:

Overall Marks:

 Keywords appropriate to Persona and Offering - 10%

 Consistent use of keywords - 10% (keywords must be bolded in content text to be marked)
 Content and image choices appropriate to Persona and Offering - 10%
 Consistency of Brand Voice across content - 10%
 Spelling and grammar - 10%

Section Specific Marks:

 Organic Posts* - 10%

MKT-1103 Final Project - Digital Marketing Campaign

 Paid Ads* - 10%

 Content Pieces - 20%
 Landing Page - 10%
 YouTube Ad - 10%
 TikTok Promotion Video: 10%

* Where applicable, following character limits is a factor in grading

MKT-1103 Final Project - Digital Marketing Campaign

Final Assignment Submission Template

Keywords

Keyword 1: <identify a keyword that you will focus on in your campaign>

Match Type: <which match type would you use for this keyword?>
Reasoning: <why did you choose this keyword and match type?>
Keyword 2: <same as above>
Match Type:
Reasoning:
Long-tail Keyword 1: <identify a long-tail keyword that you will focus on in your campaign>
Match type: <which Match Type would you use for this keyword?>
Reasoning: <why did you choose this keyword and match type?>
Long-tail Keyword 2: <same as above>
Match-type:
Reasoning:
Negative Keyword: <identify a keyword that you do not want show up in searches for>
Reasoning: <why did you choose this keyword as a negative keyword?>

Organic Tweet

Text: <maximum 280 characters>

Image: <choose an image that is eye-catching and reinforces your message>
Day and Time: <what day and time will you post this?>

Organic Facebook Feed Post

Text:
Image: <choose an image that is eye-catching and reinforces your message>
Day and Time: <what day and time will you post this?>

Organic Instagram Feed Post

Text:
MKT-1103 Final Project - Digital Marketing Campaign

Image: <choose an image that is eye-catching and reinforces your message>

Day and Time: <what day and time will you post this?>

Paid Facebook Ad

Primary Text: <The primary text for your ad appears in most placements, though the position
varies. You can use @ to tag Facebook profiles or Pages. Facebook recommends
125 characters or fewer.>
Headline: <The headline will appear in most placements, but its position will vary by
placement. Headlines over 40 characters may be cut off.>
Description: <The description is your opportunity to include additional details. It will be
shown in your ad if it's likely to resonate with the person seeing it. It will only
appear in some placements and its position will vary. There is no recommended
character limit and you can add up to 5 different descriptions.>
Image: <choose an image that is eye-catching and reinforces your message>
Call to Action: <Facebook allows you to add one CTA from the following list: Learn More, Apply
Now, Book Now, Contact Us, Download, Get Offer, Get Quote, Get Showtimes>

Paid Google Search Ad

Headline 1: <30 characters max>

Headline 2: < 30 characters max>
Headline 3: < 30 characters max>
Description 1: < 90 characters max>
Description 2: < 90 characters max>
Display URL: <max 15 characters per “path”> example: www.blank.com/<path1>/<path2>
Ad Extension: <choose one type of ad extension and explain why you chose it>

Content

Curated Content Marketing Piece #1

Format: <what type of content is this - blog post, infographic, podcast, video, how-to guide, etc.>
Creator: <who created this content piece?>
Topic: <what is main topic of this content piece?>
URL: <provide the URL for this content piece>
Appeal: <why do you think this content will be of interest to your target market?>
MKT-1103 Final Project - Digital Marketing Campaign

Curated Content Marketing Piece #2

Format: <what type of content is this - blog post, infographic, podcast, video, how-to guide, etc.>
Creator: <who created this content piece?>
Topic: <what is main topic of this content piece?>
URL: <provide the URL for this content piece>
Appeal: <why do you think this content will be of interest to your target market?>

Curated Content Marketing Piece #3

Format: <what type of content is this - blog post, infographic, podcast, video, how-to guide, etc.>
Creator: <who created this content piece?>
Topic: <what is main topic of this content piece?>
URL: <provide the URL for this content piece>
Appeal: <why do you think this content will be of interest to your target market?>

Curated Content Marketing Piece #4

Format: <what type of content is this - blog post, infographic, podcast, video, how-to guide, etc.>
Creator: <who created this content piece?>
Topic: <what is main topic of this content piece?>
URL: <provide the URL for this content piece>
Appeal: <why do you think this content will be of interest to your target market?>

Original Non-Promotional Content Marketing Piece

Format: <what type of content are you creating - blog post, infographic, podcast, video, how-to
guide, etc.>
Topic: <In 1-3 sentences, describe what this content piece is about. Remember, this piece is
focused on engaging your target marketing with information of interest to them. It is not
focused on selling to them.>
Appeal: <why do you think this content will be of interest to your target market?>

Promotional Content Marketing Piece

Format: <what type of content are you creating - blog post, infographic, podcast, video, how-to
guide, etc.>
MKT-1103 Final Project - Digital Marketing Campaign

Topic: <In 1-3 sentences, describe what this promotional content piece is about. Be sure to
include your keywords.>
Appeal: <why do you think this content will be of interest to your target market?>

Landing Page and SEO

URL:
Meta title tag:
Meta description:
H1 tag:
Main Message: <This is the introductory content that appears under your Headline/H1 tag. It
should be 2-4 sentences that clearly communicate to the user what your offering
is and how it can benefit them.>
Call to Action: <The purpose of this landing page is to get the user to subscribe to your email
list by filling out a form. What is your CTA to get the user to give you their email
address?>

YouTube Ad (minimum 30 seconds, maximum 60 seconds).

Ad Objective:
Ad Title:
Ad Description:
Ad Video: You can either share a link of your video posted on YouTube or share a video link
which can be downloadable for the evaluation purposes. You can mention your
link here in this box
Video evaluation is based on: objective is reflected, thought clarity and learning
for the viewer.

TikTok Promotion Video (minimum 5 seconds to 15 seconds max)

Promotion
Objective:
Promotion Video
Title:
Promotion Video
Description:
Promotion Video: You can share a video link which can be downloadable for the evaluation
purposes. You can mention your link here in this box
MKT-1103 Final Project - Digital Marketing Campaign

Video evaluation is based on: objective is reflected, thought clarity and learning
for the viewer.