679 1p

Written Assignment (Project No. 2) – Create a brand & construct a digital marketing plan for your product.

Background: Leveraging your understanding of human branding principles and values-based company mission, product strategy, customer/user experience delivery and the importance of establishing a behavior-based data analytics platform from which to measure and optimize (the ensuing classes will cover these), you will create and define a brand and product (or service) of your choosing and bring the company to life, including brand values articulation, a detailed digital-based marketing plan, customer journey map and projected business and marketing goals and associated KPIs.

Assignment Specs: 5 pages max. in prose form (page count includes customer journey map as 1 dedicated page) Format: Word doc or Google doc plus 1 journey map (PPT or Keynote is ideal for creating map)

1. Conceptualize a consumer brand of your choice – can be a product or service brand, brick & mortar and/or ebrand, just provide the details of what it is, why it exists and how it addresses/fills a consumer that’s not being met in the market.

2. Using human branding principles author the following: a. Company mission statement b. Identify at least 1 program or initiative example that depicts those values for the following: i. Employee benefit or program

ii. Community relation initiative iii. Customer policy or loyalty program

c. Clearly define your optimal audience (who are you selling to) include demographics (age range, M/F, Household Income baseline, education, household dynamics (e.g. young family, empty nester, etc.), and include interest and specific online behaviors that can be used to effectively target/qualify this audience.

3. Develop a 6-month digital marketing launch plan using multiple disciplines including:

1. Website (give some thought to what the user experience should be and key functionality of site, per what Scott Savitt shared with you)

2. Social/Community Management (what social platforms will you be on and what types of content and engagement will you initiate to create affinity?)

3. Digital Media plan – give some basic overview of the types of online places/publications/paid social/search marketing initiatives that you think would be the best place to target your optimal audience segment.

4. Identify the data analytics KPIs (key performance indicators) that you will target as your basis for success and optimization

5. Create a Customer Journey Map (similar to the one I’ll share (al fresco chicken sausage) in class). Simply construct a landscape/horizontal journey map of what you believe to be the customer experience from start to finish in 3 primary phases: Consideration, Purchase, Retention.