YORK ST JOHN UNIVERSITY

SCHOOL OF

MSc Title

Digital Marketing

Module Title and Code

Communicating in the Digital Age (LDD7003M)

Date

December, 2023

Name:

Student ID:

Module Leader:

Table of Contents
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1.0 INTRODUCTION................................................................................................................1

2.0 COMPANY OVERVIEW....................................................................................................1

3.0 DIGITAL MARKETING OBJECTIVES.............................................................................2

4.0 MARKETING CAMPAIGN FRAMEWORK.....................................................................2

4.1 Situation............................................................................................................................3

4.2 Campaign Strategy............................................................................................................4

4.3 Tactics and Actions...........................................................................................................5

4.4 Control..............................................................................................................................6

5.0 CONCLUSION.....................................................................................................................6

References........................................................................................................................................8

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1.0 INTRODUCTION

Tridasetech Solutions is a start-up tech company, that provides innovative technological

solutions tailored to meet the unique needs of their clients. They believe that businesses and
individuals can perform optimally and make better-informed decisions by incorporating available
technology in the field of embedded systems, security, and data science and they aim to be a
trusted partner and consultant for businesses and individuals in this regard. However, due to a
lack of an established marketing plan, they have been unable to actualize this.

As noted by Chaffey & Elliss-chadwick (2019), about 45% of small and medium-scale
organizations, lack an effective strategy for carrying out marketing activities, thus this
assessment seeks to develop the most suitable marketing campaign communication plan for this
company to reach out, and actively engage its target customers. To actualize this, all necessary
frameworks, strategies, and digital marketing approaches were examined and effected in
developing a communication plan. Market research, which has the potential to identify the
company opportunities and threats (Sammut-Bonnici & Galea, 2014) was conducted using the
SWOT approach and the SOSTAC framework was employed in developing an effective plan.

2.0 COMPANY OVERVIEW

Tridasetech Solutions is a small-sized organization, operating from Oyo State, Nigeria with a
staff strength of 2 Employees, who oversee the operations, they have part-time workers with
specializations in different technological areas, who can work remotely in delivering on projects
and tasks. The company provides creative technology solutions in the fields of embedded
systems, Networking and Security, Data Science, and Machine Learning and offers training and
consultation in these areas. Their target customers are mainly businesses and companies who
want to leverage technology to increase their production and performance output and individuals
who want to upskill their technological prowess. Presently, their market target area is limited to
the western part of the country but they can deliver remotely to businesses outside this region.

Their main marketing strategies has been limited to word of mouth, strong customer relationship,
and referrals, which may be difficult to follow through even though it is cost-free. (Fahad &
Tran, 2019). Limited attention has been paid to social media engagement, they don’t have an

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Instagram, Facebook, or Twitter account, and while they have carried out several projects in the
past two years, they lack the platform to showcase their works and achievements such as
LinkedIn and thus lacks user engagement and visibility which summarizes their current
marketing situation.

3.0 DIGITAL MARKETING OBJECTIVES

Chaffey (2019), noted that marketing plans should enhance a company’s visibility, performance,
and output in line with its objectives and goals. To achieve this, the objective of this plan is to
create awareness about the company's existence, attract and retain businesses and individuals,
engage their business community, and foster healthy competition and partnership with relevant
stakeholders in their work community.

4.0 MARKETING CAMPAIGN FRAMEWORK

The marketing campaign framework will be based on the SOSTAC planning system which
stands for Situation, Objectives, Strategy, Tactics, Action, and Control. This method, which is
often regarded as the most established and widely used marketing planning tool (Smith, 2011),
illustrates from a broader perspective the different aspects and stages that are necessary to be
carried out to develop an effective marketing campaign plan. (Chaffey, 2011) as depicted in
Figure 1.

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 Figure 1: SOSTAC Planning Framework (Chaffey, 2022)

Each of these stages has been put into consideration in developing this marketing campaign plan
and discussed as follows

4.1 Situation

To accurately analyze the company's outlook and situation in the digital marketing space, a
SWOT analysis was carried out and drafted. This tool is useful for gaining insights into the
company's strengths, available resources, insufficiency, and potential risks, to ascertain its
market position, and how it can effectively compete in the market environment ( Chaffey &
Ellis-Chadwick, 2012). This makes it possible to accurately analyze the situation This tool has
been utilized and engaged for the marketing campaign and is presented in Figure 2 below

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 Strength Weakness
 Attractive Pricing  Lack User Engagement
 Good Customer Relations  Lack Visibility
 Brand Existence  Lack of On-site Staffs
 Effective & Quality Service  Lack of Website
 Professionals  Lack of social media pages
 No content creativitiy

SWOT
Opportunities
Threats
 Emerging Technologies
 Competitors are more visible
 Access to resources
 Prospective Clients may lack
 The continuing increase in
exposure
businesses and startup
 Emerging Technologies
 Growing demand for tech
 Inadequate access to fund
professionals.
 Market Availability

Figure 2: SWOT analysis of Tridasetech Solutions

This analysis makes it possible to be in a better position to draft a marketing campaign plan that
takes advantage of the company’s strengths and opportunities, improves on its weaknesses, and
mitigates the threats posed to it. (Crowdera & Wills, 2019)

4.2 Campaign Strategy

The objectives of this marketing plan have been stated in section 3.0 and based on these
objectives a strategy has been developed and highlighted below.

Firstly, the target business and customer need to be defined and segmented, this enables us to
understand customer needs and behavior, which also determine the quality of service that will
produce maximum satisfaction for them. (Brangier & Bornet, 2011). For Tridase tech solutions,
their target groups mainly consist of companies, businesses, and start-ups that need embedded
system solutions to increase their output, improve security, and give their business a better
appearance, businesses and firms that need to make data-driven decisions, and individuals such

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as students, tech enthusiasts who want to have a tech career. This set of people will be found in
industrialized areas, business-concentrated areas, and public institutions areas.

Next, the 4Ps (product, price, promotion, and place) which show the company’s abilities
(Isoraite, 2016) are considered. The company is a service-based company that also involves
developing products, they have professionals who can deliver well on the job, and good customer
relations and timeliness characterize the company. They offer their services at a market
competitive price, with provision for installment payment and they are available to deliver
anywhere. The company has little to no social media presence and thus must create a Facebook,
Instagram, X, and LinkedIn account. This accounts need to be actively operated with creative
content to engage their audience.

4.3 Tactics and Actions

To effectively market their services, it is important to build trust and connections with the target
audience (Jothi et al, 2011) and this can be possible by showcasing their past projects on every
social media platform in form of pictures, videos (demonstrating and commissioning) and text. It
is important they demonstrate awareness of latest technologies and technical proficiency through
blogging and news updates on website, and active participation on related discussion on social
media platform (Jothi et al, 2011). Consistency must be developed while engaging this activities
to enhance visibility.

The following channels are highlighted with accompanying tactics and actions.

 Website Creation and Optimization

Presently, they lack a functional website, which needs to be developed. The company
website states the mission, vision and company objectives and provides information
about their product and services to potential customers without the barrier of location
(Jean & Kim, 2020). The website must be updated with projects and achievements.
Blogging functionality needs to be incorporated with the website and must be
consistently updated with creative and engaging content and articles for business owners,
companies, and individuals.

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  Social Media Platforms
The company lacks several social media platforms which include Facebook, Instagram,
X, and LinkedIn. These platforms enhance a company's visibility, engage the users, and
get feedback(Tran, 2021). An account must be created on these platforms. The company
should employ a social media manager who will regularly update the pages, start
engaging conversation, responds timely to chat, run ads (Facebook and Instagram ads),
follow relevant pages, create contents and updates latest technology trends. Each
platform should contain the company profile and contact with links to other platforms
and the company website. The users must be able to give reviews on these platforms. The
company should create a YouTube account where they can organize short-term training
and webinars. This social media marketing as noted by Chaffey (2011) will encourage
communications between the company and customers.
 Email Marketing
Email of users can be acquired through blog sites, website inquiries and contact pages,
social media accounts, and webinar participation. News updates, the Latest trends in
technologies and how they can solve business problems, and promotional updates
including discounts on services can be effectively communicated through email to
prospective clients and business partners (Bismo et al, 2019). This intends to form a more
personal relationship with them, creating a lasting impression and thus considering the
company for future business transactions and recommendations. Mailchimp is a popular
platform for this purpose that can be used.

4.4 Control

To effectively track the company’s performance and how well the marketing campaign plan has
performed, it is important to regularly review the marketing activities and be consistent in doing
so. The marketing report and analysis can be utilized using a number of metrics, KPIs, and tools
such as Google Analytics and Ads Manager while some social media platforms report the
activities carried out on the platform. This report will show detailed information about how well
the company has performed, and possible aspects to be improved on, and also reveal potential
opportunities to harness, and develop (Chaffey & Smith, 2013).

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5.0 CONCLUSION

This assessment has provided a marketing campaign communication plan for Tridasetech
solutions, a start-up company that utilizes technological advancement to proffer innovative
business solution to companies, businesses and individuals. The marketing campaign plan has
been developed with the company’s objectives and vision in mind, and tailored to meet the
specific requirements to achieve these objectives. Different marketing tools has been explored to
analyze the company situation, identify it challenges and threats, strengths, and opportunities,
recognize the target audience and their needs and choices, and utilize this information to develop
a marketing campaign plan based on the SOSTAC framework, that is cost-effective and
performance guaranteed.

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References

Bismo, A. and Putra, S., (2019). Application of Digital Marketing (social media and email
marketing) and its Impact on Customer Engagement in Purchase Intention: a case study at PT.
Soltius Indonesia. In 2019 International Conference on Information Management and
Technology (ICIMTech) (Vol. 1, pp. 109-114). IEEE.

Brangier, E. and Bornet, C., (2011). Persona: A method to produce representations focused on
consumers’ needs. Human Factors and ergonomics in Consumer Product Design: methods and
techniques, pp.37-61.

Chaffey, D. (2011). E-business & e-commerce management. Pearson Education UK.

Chaffey, D. (2022). SOSTAC marketing planning model guide and the RACE Growth System.
Available at: SOSTAC marketing planning model guide | Smart Insights (Accessed: 2, December, 2023).

Chaffey, D., and Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and
Practice, (5th ed). Harlow: Pearson Education.

Chaffey, D. and Ellis-Chadwick, F., (2019). Digital marketing: strategy, implementation &
practice, (7th ed). Pearson UK.

Chaffey, D. and Smith, P.R., (2013). eMarketing eXcellence: Planning and optimizing your
digital marketing. Routledge.

Crowdera, Richard M. & Wills, Gary B. (2019). Importance-Performance Analysis based SWOT
analysis.

Fahad, Z. and Tran, H., (2019). Development of a digital marketing plan by using a combination
of digital marketing tools.

Išoraitė, M., (2016). Marketing mix theoretical aspects. International Journal of Research-
Granthaalayah, 4(6), pp.25-37.

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Jean, Ruey-Jer & Kim, Daekwan. (2020). Internet and SMEs' internationalization: The role of
platform and website.

Jothi, P.S., Neelamalar, M. and Prasad, R.S., (2011). Analysis of social networking sites: A study
on effective communication strategy in developing brand communication. Journal of media and
communication studies, 3(7), pp.234-242.

Sammut-Bonnici, T. and Galea, D., (2014). SWOT analysis.

Smith, P. (2011). The SOSTAC® Guide - to writing the perfect plan. PR Smith; V1.1 edition.

Tran Thi My, H., (2021). The effects of social media marketing on brand awareness through
Facebook and Instagram. Case: Company X.

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