Digital Marketing Essentials Assignment Briefing June and September 2013 Clive Whysall CAM Examiner

Assessment and Assignment Brief Overview Task One Deep Dive Task Two Deep Dive Task Three Deep Dive Formatting & Presentation Agenda

Introduction to the Assessment There are 3 Compulsory Tasks Task One – Campaign Tools (30%) Task Two – Using Campaign Tools (40%) Task Three – Monitoring (30%) Write a brief introduction to your organisation, its customer base and the products/services offered (2 sides of A4 maximum, no marks allocated, should be included as Appendix 1)

Task One – Campaign Tools (30%) Context “Your manager is keen to invest in a new digital campaign to promote the company’s slow selling products. As a Digital Marketing Assistant, you have been asked to explore the option of launching a microsite or landing page that will be linked to a promotional campaign aimed at reaching new customers. In carrying out this exercise, you are asked to consider current digital marketing practices and how microsite, landing pages and blogs are infiltrated into digital marketing campaigns”. Key Words Invest in new digital campaigns Promote slow selling products Microsite or Landing Page New customers Digital Practices

Task One – Campaign Tool (30% weighting) Outlines the key stages of a digital communications campaign. Provides keyword research for your product/service and the industry in which you operate. Identifies ONE online PR activity that will generate interest for new customers and explains how you would execute it. Evaluates the different types of microsites and landing pages that could be used. Using examples from TWO active microsites and TWO blogs, explains how these have been used as part of the digital marketing mix. Outlines how microsites and blogs can be effectively implemented into your new digital campaign. For your own organisation or one of your choice, select ONE product or service and produce a report that…

Task One – Campaign Tool (30% weighting) otlines the key stages of a digital communications campaign. provides keyword research for your product/service and the industry in which you operate. identifies ONE online PR activity that will generate interest for new customers and explains how you would execute it. evaluates the different types of microsites and landing pages that could be used. using examples from TWO active microsites and TWO blogs, explains how these have been used as part of the digital marketing mix. outlines how microsites and blogs can be effectively implemented into your new digital campaign For your own organisation or one of your choice, select ONE product or service and produce a report that… Think through what is required i.e. research, audience, message, creative, content, digital tools that can be used. Think about the online customer journey (Acquisition, Conversion, Retention). What’s the impact of various digital communications on the customer journey. Explore the timing of relevant digital communications in the journey from the initial lead to making a purchase. 6 marks available for this element.

Task One – Campaign Tool (30% weighting) outlines the key stages of a digital communications campaign. provides keyword research for your product/service and the industry in which you operate. identifies ONE online PR activity that will generate interest for new customers and explains how you would execute it. evaluates the different types of microsites and landing pages that could be used. using examples from TWO active microsites and TWO blogs, explains how these have been used as part of the digital marketing mix. outlines how microsites and blogs can be effectively implemented into your new digital campaign For your own organisation or one of your choice, select ONE product or service and produce a report that… Use the freely available keyword research tools to explore the demand for your products services. Provide a screenshot of your results What did you discover? 3 marks available for this element

Task One – Campaign Tool (30% weighting) outlines the key stages of a digital communications campaign. provides keyword research for your product/service and the industry in which you operate. identifies ONE online PR activity that will generate interest for new customers and explains how you would execute it. evaluates the different types of microsites and landing pages that could be used. using examples from TWO active microsites and TWO blogs, explains how these have been used as part of the digital marketing mix. outlines how microsites and blogs can be effectively implemented into your new digital campaign For your own organisation or one of your choice, select ONE product or service and produce a report that… There are many type of online PR activity online press release, articles, blog posts, video releases How can you take your activity identified and promote/distribute to online audiences. Think about how online PR can work with social media channels and search marketing. Useful Links 5 marks available for this element.

Task One – Campaign Tool (30% weighting) outlines the key stages of a digital communications campaign. provides keyword research for your product/service and the industry in which you operate. identifies ONE online PR activity that will generate interest for new customers and explains how you would execute it. evaluates the different types of microsites and landing pages that could be used. using examples from TWO active microsites and TWO blogs, explains how these have been used as part of the digital marketing mix. outlines how microsites and blogs can be effectively implemented into your new digital campaign For your own organisation or one of your choice, select ONE product or service and produce a report that… This task is an evaluation (look at Strengths/Weaknesses). There are different types of landing pages/microsites. Video, content information pages (white papers), audience segmented sites, lead generation pages, sales pages etc. There are different audiences to consider. By industry, B2C, B2B, the stage in the customer journey What could be effective for your products/services? 5 marks available for this element.

Task One – Campaign Tool (30% weighting) outlines the key stages of a digital communications campaign. provides keyword research for your product/service and the industry in which you operate. identifies ONE online PR activity that will generate interest for new customers and explains how you would execute it. evaluates the different types of microsites and landing pages that could be used. using examples from TWO active microsites and TWO blogs, explains how these have been used as part of the digital marketing mix. outlines how microsites and blogs can be effectively implemented into your new digital campaign For your own organisation or one of your choice, select ONE product or service and produce a report that… Feel free to choose any examples of existing microsite/blogs, they don’t have to be linked. Briefly provide your thoughts on how they are being used in the mix? What are the relevant Ps for the examples selected. 4 Marks available for this.

Task One – Campaign Tool (30% weighting) outlines the key stages of a digital communications campaign. provides keyword research for your product/service and the industry in which you operate. identifies ONE online PR activity that will generate interest for new customers and explains how you would execute it. evaluates the different types of microsites and landing pages that could be used. using examples from TWO active microsites and TWO blogs, explains how these have been used as part of the digital marketing mix. outlines how microsites and blogs can be effectively implemented into your new digital campaign For your own organisation or one of your choice, select ONE product or service and produce a report that… Time for you to apply your knowledge and research in this area to your own products/services. What can you do with the content on these pages to make your campaigns more effective? How can they help enhance, extend your visibility online? What messages, themes, structure would you adopt? 4 marks available for this element

Task One – Campaign Tool (30% weighting) outlines the key stages of a digital communications campaign. provides keyword research for your product/service and the industry in which you operate. identifies ONE online PR activity that will generate interest for new customers and explains how you would execute it. evaluates the different types of microsites and landing pages that could be used. using examples from TWO active microsites and TWO blogs, explains how these have been used as part of the digital marketing mix. outlines how microsites and blogs can be effectively implemented into your new digital campaign For your own organisation or one of your choice, select ONE product or service and produce a report that… The context in which these elements needs to be answer is in the context of the ONE product or service for your own organisation or one you know well! And should be based on the ‘campaign’ your manager has asked you to explore. Aside this, consideration needs to be given for you industry/ sector and what you would do within those confines. The context in which these elements needs to be answer is in the context of the ONE product or service for your own organisation or one you know well! And should be based on the ‘campaign’ your manager has asked you to explore. Aside this, consideration needs to be given for you industry/ sector and what you would do within those confines.

Format Task One : REPORT Introduction – concise, direct and in context. Main Body – allocate the majority of your word count allocation! Sub head the criteria presented for each task to provide a clear, well structured and professional format. Conclusion – short, direct and in context. Recommendations - clear, concise and justified. 1,200 words MAXIMUM – excluding relevant appendices. Screenshots – 6 maximum

Task Two – Using Campaign Tools (40% weighting) Context “Your Marketing Manager is interested in launching a new product using social media and has asked you to identify emerging trends and appropriate media to ensure a successful launch online”. Key Words: New product launch Social Media Emerging Trends

Task Two – Using Campaign Tools (40% weighting) outlines a social media strategy by listing the different advertising media to be used and explaining why they were chosen using the launch of new mobile devices as an example, explains what social media tools were used to promote the launch, and how you could implement them with your own products selects TWO tools that you would use to identify emerging trends in your industry, and explains how these would affect your campaign selects ONE sales promotional activity to enhance your campaign, and explains why you have chosen it explains the guidance given by the law with respect to marketing communications, and how that will be taken into account when running your online campaigns. Prepare a briefing paper for your manager

Task Two – Using Campaign Tools (40% weighting) outlines a social media strategy by listing the different advertising media to be used and explaining why they were chosen using the launch of new mobile devices as an example, explains what social media tools were used to promote the launch, and how you could implement them with your own products selects TWO tools that you would use to identify emerging trends in your industry, and explains how these would affect your campaign selects ONE sales promotional activity to enhance your campaign, and explains why you have chosen it explains the guidance given by the law with respect to marketing communications, and how that will be taken into account when running your online campaigns. Prepare a briefing paper for your manager Outline a social media strategy. Think about segments, target markets, positioning (OVP), sequence (trust, try, buy) Think about which social media channels are relevant to you What social media advertising options can be used? Facebook advertising, Linkedin Advertising, Sponsored tweets etc. Why are they relevant to your situation? 3 marks available for this task

Task Two – Using Campaign Tools (40% weighting) outlines a social media strategy by listing the different advertising media to be used and explaining why they were chosen using the launch of new mobile devices as an example, explains what social media tools were used to promote the launch, and how you could implement them with your own products selects TWO tools that you would use to identify emerging trends in your industry, and explains how these would affect your campaign selects ONE sales promotional activity to enhance your campaign, and explains why you have chosen it explains the guidance given by the law with respect to marketing communications, and how that will be taken into account when running your online campaigns. Prepare a briefing paper for your manager Research and review a successful launch of a mobile device. Explain what Digital and Social Media tools were used. How were the tools used effectively. How did the audience engage with the campaign/tools. How can you implement the lessons learnt from this campaign. How can you use the tools with your own products and engage with your target audience. 9 marks available for this task.

Task Two – Using Campaign Tools (40% weighting) outlines a social media strategy by listing the different advertising media to be used and explaining why they were chosen using the launch of new mobile devices as an example, explains what social media tools were used to promote the launch, and how you could implement them with your own products selects TWO tools that you would use to identify emerging trends in your industry, and explains how these would affect your campaign selects ONE sales promotional activity to enhance your campaign, and explains why you have chosen it explains the guidance given by the law with respect to marketing communications, and how that will be taken into account when running your online campaigns. Prepare a briefing paper for your manager Select and describe the TWO tools that you could use This could be digital tools which provide insights This could be secondary research resources This could be online research tools you could implement What useful information can you obtain? How can you use this information? What actions would you need to take on planning future campaigns? 9 marks available for this task.

Task Two – Using Campaign Tools (40% weighting) outlines a social media strategy by listing the different advertising media to be used and explaining why they were chosen using the launch of new mobile devices as an example, explains what social media tools were used to promote the launch, and how you could implement them with your own products selects TWO tools that you would use to identify emerging trends in your industry, and explains how these would affect your campaign selects ONE sales promotional activity to enhance your campaign, and explains why you have chosen it explains the guidance given by the law with respect to marketing communications, and how that will be taken into account when running your online campaigns. Prepare a briefing paper for your manager There are many types of sales promotional activity you can do online. List the different activities you could do and select ONE to discuss in more depth. What would be involved in implementing this promotion. Provide explanation on why you chose it. 9 marks available for this element.

Task Two – Using Campaign Tools (40% weighting) outlines a social media strategy by listing the different advertising media to be used and explaining why they were chosen using the launch of new mobile devices as an example, explains what social media tools were used to promote the launch, and how you could implement them with your own products selects TWO tools that you would use to identify emerging trends in your industry, and explains how these would affect your campaign selects ONE sales promotional activity to enhance your campaign, and explains why you have chosen it explains the guidance given by the law with respect to marketing communications, and how that will be taken into account when running your online campaigns. Prepare a briefing paper for your manager Think about legal aspects for your Digital Campaign or any Digital Campaign. Briefly describe the laws that could affect you. Are there any actions that you would need to take? If there are too many elements of law for you to consider, take one of them as an example to take into account when running your campaign. 6 marks available for this element.

Introduction – concise, direct and in context. Main Body – allocate the majority of your word count allocation! Sub head the criteria presented for each task to provide a clear, well structured and professional format. Conclusion – short, direct and in context. Recommendations - clear, concise and justified. Tone – In the context of a third person. 1,600 words MAXIMUM – excluding relevant appendices. Format Task Two : BRIEFING PAPER

Task THREE – Monitoring (30% weighting) Context “Your company launched a new product to the market via social media and online PR. They are delighted by the results and want you to prepare a presentation to inform the other departments about your successful strategy”. Key words: New Product Social Media & Online PR Presentation of Results

Task Three – Monitoring (30% weighting) describes TWO methods used to monitor the effectiveness of the online campaigns evaluates TWO tools used to analyse the results, and explains why you chose them explains THREE reasons for measuring your digital marketing campaign outlines techniques that you could use to improve the user experience and conversions describes ONE effective way of presenting campaign results, and explains why it is effective. Prepare a presentation that: 12 slides MAXIMUM 1,200 words for speaker notes

Task Three – Monitoring (30% weighting) describes TWO methods used to monitor the effectiveness of the online campaigns evaluates TWO tools used to analyse the results, and explains why you chose them explains THREE reasons for measuring your digital marketing campaign outlines techniques that you could use to improve the user experience and conversions describes ONE effective way of presenting campaign results, and explains why it is effective. Prepare a presentation that: 12 slides MAXIMUM1,200 words for speaker notes Research the potential methods for monitoring online campaigns. What metrics could you use i.e. visitors, conversions, leads, sales, open rate, CPC etc.? This could be through buzz monitoring, how can you find out what people are saying. What does it mean if people are liking, retweeting, +1, opening, clicking etc. 6 marks available for this task

Task Three – Monitoring (30% weighting) describes TWO methods used to monitor the effectiveness of the online campaigns evaluates TWO tools used to analyse the results, and explains why you chose them explains THREE reasons for measuring your digital marketing campaign outlines techniques that you could use to improve the user experience and conversions describes ONE effective way of presenting campaign results, and explains why it is effective. Prepare a presentation that: 12 slides MAXIMUM 1,200 words for speaker notes What tools are out there to make your life easier to analyse the results These can be tools that you have previously used or could use in the future. You are free to choose any type of analytics tools (onsite, offsite, 3 rd party) What are the strengths and weaknesses of the tools selected? 6 marks available for this task

Task Three – Monitoring (30% weighting) describes TWO methods used to monitor the effectiveness of the online campaigns evaluates TWO tools used to analyse the results, and explains why you chose them explains THREE reasons for measuring your digital marketing campaign outlines techniques that you could use to improve the user experience and conversions describes ONE effective way of presenting campaign results, and explains why it is effective. Prepare a presentation that: 12 slides MAXIMUM 1,200 words for speaker notes Measurement is very important How does this campaign fit into the bigger picture? What is your boss looking for? What are the new opportunities in the Digital world? How do you want to engage with your online customers? 6 marks available for this task

Task Three – Monitoring (30% weighting) describes TWO methods used to monitor the effectiveness of the online campaigns evaluates TWO tools used to analyse the results, and explains why you chose them explains THREE reasons for measuring your digital marketing campaign outlines techniques that you could use to improve the user experience and conversions describes ONE effective way of presenting campaign results, and explains why it is effective. Prepare a presentation that: 12 slides MAXIMUM 1,200 words for speaker notes There are many things you can do to improve user experience Think about who your users are and what is required to convert them? Outline the techniques (or actions you can take) Show examples of good practice Apply to your products/services 6 marks available for this task

Task Three – Monitoring (30% weighting) describes TWO methods used to monitor the effectiveness of the online campaigns evaluates TWO tools used to analyse the results, and explains why you chose them explains THREE reasons for measuring your digital marketing campaign outlines techniques that you could use to improve the user experience and conversions describes ONE effective way of presenting campaign results, and explains why it is effective. Prepare a presentation that: 12 slides MAXIMUM 1,200 words for speaker notes Think about how your campaign can be presented to show that there has been positive change. How can you compare before and after? There are many ways to do this, choose what is relevant to your campaign i.e. New v Returning visitors, New product purchases, position in search engines etc. Explain what this means and how it can help in the future. 3 marks available for this task

Format: Presentation Slides Speaker Notes 12 Slides MAXIMUM 1,200 Words MAXIMUM Presentation of Task Three Outlines & sets the Context NO MORE THAN 6 SCREEN SHOTS Addresses the KEY Assessment criteria – main body of the task

Summary Preparatory work – Based on an organisation of your choice, with a ‘Background’ presented in Appendix 1 of their market size, value, competitors, products, services offered etc. Three Tasks : Campaign Tools (30%), Using Campaign Tools (40%), Monitoring (30%). Address the assessment criteria provided on pages 7, 10 and 13 respectively of the assignment brief. Understood the required format for each task and associated word/ page count(s). Read and fully understood ALL of the guidance notes provided especially around plagiarism and collusion and the +10% tolerance on the word count, it is your responsibility!

Good luck and thank you for listening!