Introduction:
Your introduction should include:
- Initial consultation with stakeholders (in this case it may be your trainer and assessor who will act as the senior manager and your direct supervisor)
- Mission, Vision and objectives of the organisation in regard to the product or service
- The objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:
- What the ‘Return on investment’ will be? This may include increased customer spend, greater brand awareness, an increase in visits and online registrations, etc. How you quantify and measure the success of your plan will depend on your business and marketing objectives. This will differ from business to business.
- Define objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.
- Make sure that your objectives reflect exactly what you will be measured on (KPI’s).
- Summary of strategies and tactics to be used - Once your objectives have been defined, you need to provide a top level summary of your Strategy – outlining how you are going to use digital marketing to meet them. The strategy should summarise the ‘bigger picture’ without yet going into the detail. It should explain the concept behind the tactics, providing a general overview of the techniques to be used.
- A brief summary of the marketing environment for this product or service
- Projected outcomes and ‘return on investment’. Details can be included in budget or costing section.
Projected outcomes on Return of Investment:
The situation analysis needs to set the context for the plan. It should include an analysis of the micro (internal) and macro (external) environment. Address each of the following:
- Digital specific SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) or PESTLE analysis
- Summary of the key issues that have emerged
- Where possible use qualitative and quantitative data to support your analysis
- Use images, charts and graphs to illustrate your findings
Swot Analysis / Pestle Analysis
E-Marketing Schedule
Your e-Marketing schedule should include a timeline or Gantt chart to explain the activities of your plan to be completed within a specific timeframe (e.g. 10 weeks). Put a X sign in the specific grid(s) that relates to your activity. You may wish to use this template or develop a Gantt chart/schedule using a separate template.
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e-Marketing Activities
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Week 1
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Week 2
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Week 3
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Week 4
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Week 5
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Week 6
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Week 7
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Week 8
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Week 9
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Week 10
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The E-Marketing Strategies & Action Plan
The Strategies and Action Plan section should address the electronic marketing strategies of your product or service based on the 4Ps. Also address how each of the following strategies will comply with the Australian e-Marketing Code of Practice.
Budget & Costing For The E-Marketing Plan
This section of the plan will outline your budget & costing. This is best presented as a single spreadsheet or table with tactics broken down by awareness, acquisition and conversion. Provide specific detail on the following:
- Your total cost breakdown (overall spend across tactics)
- Weekly phasing of budget spend across all tactics
- Any financial KPI’s and milestones that need to be reached
- Phased return on investment across tactics
- A summary on the estimated financial benefits from this e-Marketing Plan
For the last bullet point you need to estimate projected channel outcomes. This will include estimates on how much traffic will be generated from each tactic and the number of prospects that will likely go onto convert. In addition a ‘Sales and profit’ analysis can be used to help you quantify the net profit that your e-Marketing plan will generate. Strategies and Action Plan section should address the electronic marketing strategies of your product or service based on the 4Ps.
E-Marketing/Website Marketing Strategies & Technical Issues
This section should clarify the technicalities of your e-marketing plan. The section should include the following (add more issues if required):
- website content & search-ability
- Customer registration & logging security (for customers and staff)
- Coupon codes, rewards for old clients, discounts
- multimedia
- auto responders
- order forms and feedback forms
- access levels to online resources
- credit card transactions
- website hosting & publishing
- technical staff (size, requirements)
The E-Marketing Monitoring Strategy & Evaluation Methods
The final part of plan should explain and describe how you will monitor the e-Marketing plan when it is activated. You will also have to describe the methods you will use to measure the success or failure of your e-marketing plan for the product or the service.
Monitoring Strategy:
Include any attachments, facts, figures, pictures, diagrams, brochures, web screenshots, etc that you have discussed in your plan and may relate to explain the e-marketing plan more clearly.
References
Gantt-Chart or Schedule templates
https://templates.office.com/en-us/Schedules
https://www.teamgantt.com/free-gantt-chart-excel-template
https://www.smartsheet.com/blog/where-do-you-find-best-gantt-chart-spreadsheet-templates
Budget & Costing templates
https://www.smartsheet.com/top-excel-budget-templates
https://templates.office.com/en-au/Budgets
https://www.mylifemymoney.co.za/Consumer/Tools/pages/budgetTemplates.aspx
SWOT/PESTLE analysis templates
https://www.businessballs.com/freematerialsinword/free_SWOT_analysis_template.doc
https://www.smartsheet.com/14-free-swot-analysis-templates
https://www.brighthubpm.com/project-planning/99298-examples-of-a-pestle-analysis/
Marketing Action Plan templates
https://bteg.com.au/wp-content/uploads/2012/11/marketing-action-plan-template.pdf
https://www.tourismcouncilwa.com.au/template-marketing-action-plan
Marketing Mix/4Ps templates
https://www.smartdraw.com/marketing-mix/examples/marketing-mix-4ps/
https://cme.hsc.usf.edu/sm21/files/D2_Bardfield_MM_PLANNING_TOOL.doc
Reporting Writing Guidelines
https://www.monash.edu/__data/assets/pdf_file/0005/69449/report-writing-guidelines.pdf
https://grammar.yourdictionary.com/style-and-usage/report-writing-format.html
https://www.dlsweb.rmit.edu.au/lsu/content/pdfs/2_assessmenttasks/super_report.pdf
e-Marketing Plan Resources
https://images.template.net/wp-content/uploads/2015/08/online-retail-business-plan.pdf
https://diuf.unifr.ch/is/studentprojects/pdf/reports/CRM_SS04_E-Marketing_(DeniseAmmann).pdf
https://static.mailchimp.com/web/guides/how-to-create-an-email-marketing-plan/package/how-to-create-an-email-marketing-plan.pdf?_ga=1.33545726.1916863475.1472675157
