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Entertainment Business

Author Note

This paper was prepared for Principles of Digital Marketing, a requirement in the Entertainment Business program Full Sail University, in Winter Park, Florida.

Digital Marketing Plan 1. Introduction 3 2. Executive Summary 3 3. Organisation Vision, Mission& Values 3 4. Marketing Vision & Mission 4 5. Situation Analysis 5 6. Organisation& Marketing Objectives 10 7. Strategy 13 8. Tactics 13 9. Activity Plan 15 10. Control and Evaluation 18 11. Appendix 18 12. Find Out More 18

To set your focus, briefly define your business, products, services and markets. Outline the purpose of your plan and who it’s intended for.

Current Position

Explain the current situation from top to bottom. This should be concise and summarize your plan.

KEY ISSUES

Highlight the key issues and challenges the organization and individual departments face.

This section should set your organization’s destination and tone. Taking time to write this will help you focus on how your plan is going to get you there. You can keep brief just want to confirm that the digital plan aligns with the corporate mission.

Mission

Vision

Values

Now that you know where your organization is going, you need to set your marketing department’s purpose. This should support your organization’s vision and mission.

Mission

Simple Digital Marketing example: To support Simply Digital Marketing and ensure a strong digital presence through SEO, Social Media and Display Advertising. Raise brand awareness and be recognised as a leading resource for academics and professionals.

Vision

Simple Digital Marketing example: We are a fully functional Marketing department delivering a strong brand, message and presence. Our Marketing team has all the skills required to generate hundreds of quality leads each year through thoughtful Marketing strategies in SEM, Social Media, Website optimization and Advertising.

Your current situation will be driven from the analysis in your audit. The following sections are suggestions on what to include, but you only need to include the analysis which will become the foundation of your plan. It’s important to review all of your internal and external environments to highlight where you need to focus in order to improve your competitive situation.

External Enviromental Analysis

You may also choose to use Porters 5 forces to outline your external environments:

Market Overview

Summarize your market – this will set your focus for the next few sections:

E.g. we’re in a competitive, fast moving market with a number of strong competitors offering similar products and services to us. The demand for XX is on the increase, however better resources are expected for free….etc.

Current Target Markets

Who are your high level markets? You may choose to write a summary of each, or simply list them here. This section will ensure that you’re clear on who you’re communicating with.

Current Audiences

This is the next layer down from your markets, where you can break them down into specific audiences.

· Academics

· Marketing Professionals

Customer Touch Points

Who/what engages with your clients? Evaluate this to check for gaps and improvements.

PAGE 5

Competition

Understanding your competition and what they’re good at will help you develop a marketing plan which will add more value than your rivals. You may have an information system in place which holds this, or indeed you may conduct a full competitor analysis in your audit – but it’s still worth adding at least your main competitor’s profile in here.

Internal Environmental Analysis

Internal marketing is as important as external, so it’s important that you consider your internal environments.

Internal Relationships

Use this section to ensure the whole business is working together to deliver what you hope to promise your audiences.

General SWOT Analysis

SWOT Analysis is a great way of highlighting what you’re good at and what you need to invest time and resources into.

Strengths

· E.g. Strong and clear website

Weaknesses

· E.g. Weak organic presence

Opportunities

· E.g. Build a strong Digital Marketing brand

Threats

· E.g. Large number of free resources already available

Assumptions

Any non-factual information about your environmentsgo in here; these should ideally turn into facts over time.

Now that you’re clear on your current situation, you’re in a position to clearly outline your short, medium and long term objectives.It’s recommended that you use the SMART framework when setting your objectives, so that each one is:

· Specific

· Measurable

· Achievable

· Realistic

· Time bound

Short Term (1 – 3 years)

Medium Term (3 – 5 years)

Long Term (5 years Plus)

What is your marketing strategy going to be? How are you going to achieve your objectives? It can be useful to take each objective and outline what you will do at a high level to achieve it within the term. This section can have as much detail as you need, but you can fully break your strategy down in the tactics and actions section.

There are so many possibilities it’s worth keeping this as an open section, but here are some pointers to get you thinking:

· Raise brand awareness

· Increase internal communication

· Develop a distribution channel

· Develop a new product

· Go global

The finer details of your strategy should go in here – this could include breaking down each strategic line above, for example raising brand awareness through online, TV and Radio advertising.

Resources

Detailing the resources you require to deliver your plan will help you identify areas for internal or external recruitment. You can detail each resource here and the role they will play in delivering your plan.

Budget

Once you understand the tactical elements of your plan you can put together the budget you require to deliver it.

This is where you can really break your plan down into clear actions. If you’re experienced in project management you may choose to create a full project plan, which could include Gantt charts, network charts etc. – however there are other options such as the ones shown below.

Marketing Mix

The marketing mix is a key set of tools for you to use as part of your plan – you can detail the specific actions for each element of the marketing mix here.

CAMPAIGNs

Write the detail of each campaign you plan to run over the next year or so.

Display Advertising

Write up the details of your display advertising activities here.

SOCIAL MEDIA

Write up the details of your social media activities here.

Email Marketing

Write up the details of your email marketing activities here.

Many other factors need to be considered and reviewed such as:

· Tone of messages and content

· Promotions/incentives offered

· Call to actions

· Content of “From” and "Subject" lines

· Length of email

· Campaign themes

· Timing and frequency of your emails

These are the current suggested timings and frequency of XX’s emails.

Other Activites

You can detail as much or as little as you like about other activities e.g. Radio Advertising

It’s important that you track and evaluate your plan, objectives and strategies. This will be particularly important for justifying marketing budget in the future.

As always there are many ways you can do this, here is a simple table as an example:

Any supporting research and diagrams can go in here.