It’s a Digital Life: Your New Company

Group Activity # 01
OVERVIEW

This is the beginning of a group project you will work on for several weeks - the It’s Digital Life Project,
or “IDL”. It combines much of what you have learned with what what you will learn. Because this
project will take a lot of time, It is being introduced to you now. All the IDL project assignments, you
will work with your group.

INSTRUCTIONS

Your group’s company has been in business for just over one year and really needs an investor in
order to progress. You have decided to put together several elements of marketing strategy for your
company in the hopes of gaining the attention of an investor, Mr. Shark. If successful, this investor will
give you money that will enable you to launch a digital marketing campaign.

Each week you will work on specific elements of your company’s marketing strategy. In the last two
weeks you will put it all together into a clear, cohesive presentation for your “investor” (the role of
Mr. Shark will be played by your instructor). In the end, your group will have created the following:

 Company Intro Portfolio

 Customer Journey
 Social Media Strategy
 You Tube Video Add
 Digital Marketing Strategy
 Banner Ads

First IDL Project Assignment

Step 1: Grouping and regular meeting of the group.

Step 2: As a group, decide how you will work together, and how you will share documents . You can
use the Group page in Google Docs to create and share folders and documents.
 Create folders in your Google Docs group page where you’ll keep all your documents.
Name each folder after the corresponding week of the project.
 Make sure everyone in your group knows how to access your group’s page.
 This video shows how to access your group homepage, etc:
https://vimeo.com/58553577(https://vimeo.com/58553577)

Step 3: Map out a group leader rotation plan. If no one volunteered as group leader
this week, it falls to the person with the first name closest to the beginning of the
alphabet to take on the initial role.
Group Name: Canada
Current Leader: Shiela Habana
Leader for Group Activity # 2: Harold Maglantong
Leader for Group Activity # 3: Ashly Megan
Leader for Group Activity # 4: Christine Mae Paalan
Leader for Group Activity # 5: Cynthia Mulan
Leader for Group Activity # 6: Richard Mabatos
Leader for Group Activity # 7: Meynard Reyes
Step 4: As a group, decide on a company to represent. This mist be a fictional company your team
theoretically creates, not a real existing one, so have some fun!

For this initial assignment (Due Date October 31, 2023), you will be creating a written report that
includes the following:

 Company Name
 Company Background
 Why was it formed? What is its business objective?
 What does the company do or sell? Is it B2B or B2C company?
 Mission Statement
 Brand Identity (Be creative)
 Logo
 Tagline
 Colors

 Marketing Objective (not the same as the overall business objective - be more specific)
 For example, if the company is a restaurant, is it trying to get more customers or trying to
get existing customers to order more expensive items, or to dine more often? If the
company is clothing boutique, is it trying to get more online sales or more in-store
customers? Be specific-it will make it easier to focus your marketing strategy.
 A summary of the 4Ps for your company’s main product for your proposed marketing campaign
 3 Personas based on your target audiences for your main product

Step 5: Compile your report of the elements in Step 4 into a single document (Word Doc or PDF
preferred). The Group Leader must submit a copy of the assignment to the google class. Group
Leaders, please submit a email sharing the group leader rotation plan and the names of any group
members who did not participate.

(Sample)
It’s a Digital Life; Your New Company

Company Name: Healthy Cravings

Company Background
Why was it formed? What is its business objective?
Healthy Cravings (B2C) is an innovative fast food company,
which included healthy products to the evolution of the fast food
industry, but not as we know it, but bringing well-being closer
through good, and healthy food.
We seek to reach consumers through a healthy but at the same
time fun proposal, we offer healthy food, with good flavor and
aimed at gaining the trust of parents when deciding what type of
desserts or snacks can contribute to maintaining the good health
of their children.
We have a variety of desserts that invite our customers to
maintain healthy eating habits even when choosing their
cravings after a delicious lunch or dinner.
What does the company do or sell? Is it a B2B or B2C company?
B2C
Mission Statement
“We are passionate about creating products that are healthy,
taste great and making healthy choices more attainable for
everyone.”

Brand Identity

Logo

Logo-Tagline- “Makes You Feel Good”.

Colors- Green and white
Marketing Objective (not the same as the overall business
objective - be more specific)
Improve Brand recognition amongst the 20-45 age group,
create awareness and gain more customer base by 30%.

A summary of the 4Ps for your company's main product for your
proposed marketing campaign
Product- Healthy fast food and treats
Price- $8-$10 per item. 6 new treats offered weekly to choose
from.
Promotion- We can promote our products on the website,
schools and use social media such as Instagram, Facebook and
incorporate hashtags to encourage making healthy choices. We
can distribute video ads informing future customers of the
healthy treats we offer and what ingredients we use and
nutritional information.
Place- Online stores with the option of distributing our product in
highly populated tourist areas, super markets and schools.

3 Personas based on your target audiences for your main product

Paul, a husband (age 45) and father of 4 recently diagnosed
with type 2 diabetes wants to get healthy but loves fast food. He
works in the City and is often tempted to eat out at unhealthy
places. He wants options but has little self control.
A young mother, Jane (31) notices that her children ages (8)
and (10) are not as active as they used to be and love eating
unhealthy treats. She would love an alternative to substitute the
bad treats for good. She lives in a suburban area so online
purchasing is more appealing to her.

Samuel (22), recently joined a gym and wants to get healthy for
himself and to impress his girlfriend. However, he loves sugar
but doesn’t want to compromise his health goals. He would love
to have an option other than just salad and enjoys going out in
the City and exploring new areas.