In this assignment, you will be applying digital marketing thinking in a plan for a real brand. It is critical that you work as a team through all aspects of this assignment. You are all collectively responsible for the final submission, just as you would be as a team from a marketing agency brought in to consult on this project. Do not simply divide up the questions amongst the team members, as the lack of cohesion will be obvious to your client. You should all have input into each section, and all review the finished recommendation together. The Client The client you will be developing a plan for is a consumer product called Joseph’s Nutless Clusters (nutlessclusters.com). Nutless Clusters is an all-natural bite sized snack made with dates, coconut and brown rice. It is offered in 3 flavours (chocolate, raspberry or original). These snacks are non-GMO, gluten-free and peanut-free, so they offer very targeted appeal to specific audiences, and also appeal to anyone wanting a healthier and tasty snack alternative. The Ask Working in groups of 4-5 students, you will develop a digital marketing assessment and provide a plan with specific recommendations for this client. You will need to submit a professionally laid out plan to Blackboard, then present it to the class as if it were a client presentation. Your plan must include ALL of the following elements: PART I Assess the current social media strategy employed by the brand, and provide thorough analysis on their channel mix, how well each of their social channels follow best practices and where gaps may exist. Be detailed in your review and insights. Then provide 3 specific recommendations for improvement. Select ONE of the following target audience profiles and provide an overview of your understanding of that particular target, including your target persona, insights about them, and a customer journey map. Select only 1 of the below: Person with celiac disease Person with gluten-sensitivity Person with a peanut allergy, or parent of a child with a peanut allergy Parents of children looking for lunch ideas to send to school Young adult looking for a healthier snack alternative B2B target of office buildings, airlines, etc to carry Nutless packs as snacks PART II Based on the target audience you selected above, provide all of the following: Influencer Plan - Outline 3 relevant Canadian influencers that you think would be a good fit for this brand with your identified target. Provide a profile of each influencer, and an explanation of why you believe they would be a good fit for partnership with Nutless Clusters. Then detail how you would engage them. Paid Social Ads - Develop 3 social ads that would resonate with your identified target, on 3 different social platforms (ie. 1 post for each of Facebook, TikTok, Instagram, or any social platforms you recommend – pick 3 different ad formats and/or platforms of your choice). Each post must be different from each other, but should all fit with the overall brand and resonate with your defined target audience in a relevant way. A mix of visual (video or static) and copy should be incorporated. Each post must meet required specs for your selected platform, and include the post visual along with supporting copy based on the required ad specs. Show the ad as it would appear in the platform. SEM Ads - Develop a GoogleAds plan for your identified target. It should include your specific targeting criteria, keyword selection (with associated research), recommended campaign elements, and 1 complete sample search-based ad. Your ad must meet all GoogleAd specifications and be written to drive action from your target. Paid Digital Media Strategy - If you had a budget of $20,000 for media for Q3 (July-Sept), what paid digital or social ad types would you choose to run? Develop a recommendation of what platform(s) and format(s) you would implement, along with any testing considerations. Also identify how you would measure success. Note – you do not need to provide specific budget breakdowns, however the $20,000 budget should be kept in mind as a guideline for not spreading yourself too thin. Format - Report Submission: Parts I and II should be outlined in a plan that takes the form of a presentation deck or professional report. Components of the plan could be mocked up or prototyped digitally as applicable. Assume you were the marketing consultant brought in to work with this client, and format/write your report accordingly for them. Please cite all your sources within your slides. Format - In Class Presentation: In the final class of the term, you will be sharing Part II of the presentation with your classmates. This should include just your recommended plans, not the full analysis you covered in part I. Rubric Points Proficient Competent Novice Incomplete Social Strategy Assessment 15 Thorough research and depth of insights with 3 detailed actionable findings Assessment and recommendations are good but not quite thorough enough. Assessment isn’t entirely relevant, or not as impactful as they could be. Assessment or actions are incomplete or not relevant. Target Audience – Definition, Insights and Journey Map 15 Focused definition of your target audience persona that would inspire and inform your team. Strong insights defined that would spark a successful campaign. Detailed customer journey map across each of 5 different stages. Target audience is defined and clear, but lacks a bit of inspiration. Customer journey map covers all 5 stages, with basic information in each. And an insights statement is defined. Missing depth or detail in one or two of the components of this ask, but at least one has significant information. Lacking 2 or more of the components of insight, audience definition and/or customer journey map. Influencer Plan 10 Great tactics that fit with the research and brought to life in a way that would make the client buy your recommendations Tactics somewhat fit the research or they’re fine tactics but there are issues with how they would come to life. Client might buy but with significant revisions. There are some interesting or usable nuggets but in general the client would not buy the idea. Client would reject the tactic outright. Social Posts 20 Great tactics that fit with the research and brought to life in a way that would make the client buy your recommendations Tactics somewhat fit the research or they’re fine tactics but there are issues with how they would come to life. Client might buy but with significant revisions. There are some interesting or usable nuggets but in general the client would not buy the idea. Client would reject the tactic outright. SEO 20 Great tactics that fit with the research and brought to life in a way that would make the client buy your recommendations Tactics somewhat fit the research or they’re fine tactics but there are issues with how they would come to life. Client might buy but with significant revisions. There are some interesting or usable nuggets but in general the client would not buy the idea. Client would reject the tactic outright. Media Strategy 10 Great tactics that fit with the research and brought to life in a way that would make the client buy your recommendations Tactics somewhat fit the research or they’re fine tactics but there are issues with how they would come to life. Client might buy but with significant revisions. There are some interesting or usable nuggets but in general the client would not buy the idea. Client would reject the tactic outright. Report Deck & Presentation to the Class 10 Aesthetically pleasing. Very readable. Has a wow factor. Readable but has some errors or the aesthetics are a bit off. Some areas of the presentation are unreadable or messy. Unreadable. Messy. Unprofessional.
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