Need By Sunday at 830pm Assignment 2: Client Marketing Plan Outline (Portfolio Competency)

Objectives 

· Apply marketing concepts to a professional endeavor such as a promotion campaign 

· Create marketing objectives based upon client's needs and goals 

· Determine direct marketing actions needed to meet stated objectives

Introduction

In the first week of this Portfolio course, you will critically review information you have gathered through an interview with our client this term, and through your own supplemental research (See the Activity, Our Client in Week 1). Starting with the client's goals, you will use it to start developing the objectives, performance indicators, targets and campaigns needed to create a strategic marketing plan for them. 

As you get started exploring more about your client as well as the environment or industry in which they work, don't forget about the Full Sail library databases as sound sources of information. 

This critical review will require you to recall and use a wide variety of topics that you've already encountered in previous marketing courses, as well as a few new ones introduced in the Week 1 GPS Activity: Review Student Portfolio. 

Note: this activity is related to your Portfolio because the ability to use gathered data to formulate a strategy is important in professional arenas.  

Directions

1. Download and save the "Assignment 1 Form" below in the downloads section.

2. Read all Assignment instructions in full.

3. Complete the "Assignment 1 Form."

4. Save and submit the ""Assignment 1 Form" by the date stated on the FSO platform. 

As you prepare to work on this week's Assignment 1, consider the following:

· Keep in mind that our job as marketing strategists is not to repackage what the client says and hand it back. Our job is to assess what the client and his/her team needs in the way of a deployable marketing plan that will help them meet their marketing needs. That is what we give back to the client. 

· We don’t have to have all the details figured out just yet. Right now, just decide on the big things: what’s the client’s stated goal, what plan objectives will help them achieve it, and what are the main marketing messages they should use to reach the appropriate target market? 

Assignment 1 Form – Marketing Plan Formulation

Student Name: __________

Client and/or Event (See activity Our Client in Week 1): __________

Based on research and interviews, what is the client's overall goal? This is about their needs and desires, not about fancy marketing language, so say it like they would.

Answer here:

Name up to five reasons you believe the client wants to meet this goal. These are the personal or professional benefits the client imagines he or she would realize.

1. Word-of-Mouth Marketing

2. Facebook ADS

3. Digital Billboard Advertising

4. Social Media Marketing Podcast

5. Google ADS

With the reasons stated above, what two or three marketing related accomplishments would signify progress toward the goal? For instance, if the goal is to have a successful summer festival, maybe an accomplishment is to increase the attendance of tourists to the festival.

1.

2.

3.

Now, make your marketing plan Objectives SMART.

For now, we will not take a deep dive into the various strategies, tactics and action steps you want to recommend in order to meet the objectives you’ve set. You will need more time to think about those because they involve such things such as specific content proposals, digital or social networks, posting schedules, and perhaps even non-digital, or traditional marketing ideas. However, we can start down that path by giving thought to what an indication of success would be for each Objective.

Begin by identifying KPIs (Key Performance Indicators) for each objective above. Remember, these are the action steps that show that the marketing team is working toward successfully meeting an Objective. There can be more than one KPI for each Objective, and ample space is provided for that below. You'll need to be sure there is a "home" to discuss them within your plan (sometimes in more than one place).

What are the two or three personas (fictional but representative “customers”) you want to attract? Build them using your target market segments as shown. See a review of personas in Presentation 3.5 in the Week 1 Lesson activity.

All the ideas and channels you want to use should combine to form a cohesive plan that consistently provides a benefit for the personas you wish to reach, and serves the client's needs by doing so. With that in mind, how would you name the campaign and specify the message for each of the personas above?

Persona 1.

Persona 2.

Persona 3

Finally, let’s look at the client’s website (or other digital presence if none). This is per the “Websites Description” topic in your Week 1 lessons. When you run a search, how does the website description look? Does it work in your opinion? Does the search engine simply scrape the first few dozen words from the front page of the site and use that as the description, or is there a dedicated description?

Answer here:

And lastly, imagine you are one of the personas you’ve created as a representative “customer” or “fan” of the client. Per the “User Stories” topic in your Week 1 lessons, write a user story that describes their experience on the website. A couple of paragraphs should be enough.

Answer here: