Comprehensive Digital Marketing Plan Proposal

Executive Summary

 The project is expected to be 20 pages minimum (does not include references, appendices) single spaced. It can be longer, but must be single spaced. Content Write a comprehensive digital marketing plan, including your ad network brief and demand-side platform brief from minor project 1 and minor project 2. Use the business you used for minor project 1 and minor project 2. Note that this assignment expects you to analyze the data and information, not merely report it. That requires you to research in the Regent business databases, and to support all of your key points and statements (i.e., citations and references). Wikipedia is not considered an academic resource. You can use bullet points where appropriate and short statement sentences, but be sure to provide context, background information, and explanations where necessary. No need for long prose or narrative for this project other than for background context and explanations. It is expected to be detailed and in-depth from the research and analysis you perform. That means you need to research well beyond the textbook and include database research from Regent's library resources, or other popular press resources. Format You need to invest the time to format this as a professionally-prepared and visually-appealing proposal. It is strongly recommended that you use graphs, charts, diagrams, photos, and other visual images which best communicate the content of this project. Each of these projects are for you to formally present, or for presentation to CEO’s, CFO’s, and COO’s who don’t typically take a lot of time to read long narratives. They want the facts and to comprehend the document in the most efficient and effective manner possible. Required Headings The digital marketing plan should have the following primary headings. You can create as many subheadings under each primary heading as you want: 1. Cover Page 2. Table of Contents (Using Microsoft Word Table of Contents feature) 3. Executive Summary 4. Introduction (from Minor Project 1) a. Company History, Purpose, Mission, and Vision b. Brief Description of Company’s Products/Services 5. Marketing Goals/Objectives a. Sales/Revenue Targets b. Expected ROI on Marketing Spend 6. Target Audience a. Demographics b. Location c. Digital Behaviors 7. Ad Network Overview (from Minor Project 1) a. Search Networks (Google, Bing, Yahoo, etc.) b. Social Media Networks (Facebook/Instagram, Twitter, LinkedIn, etc.) c. Display Networks (Amazon, Google Display Network, etc.) d. Video Networks (YouTube, Hulu, etc.) e. Content Marketing Networks (Outbrain, Blogger, etc.) f. Audio Networks (Pandora, Spotify, etc.) 8. Demand-Side Platform Overview (from Minor Project 2) 9. Data Management Platform Overview (present the best data management platform for the company. Explain why this is the best solution, and how it should be implemented to achieve organizational goals.) 10. Digital Media Plan (Combine Ad Network Media Plan from Minor Project 1 and Demand-Side Platform Overview from Minor Project 2. Also add costs for Data Management Platform. List all channels and budgets for a holistic digital media plan. Provide monthly spending expectations for a 12-month fiscal year, and include annual spending totals. This section can be presented in spreadsheet format.) 11. Lead Generation and Communication a. What Constitutes a Lead for Our Company? (Example: Name, email address, phone number, etc.) b. Contact Strategies (Call center, email communication plans, direct mail, text messaging, retargeting, etc.) c. Conversion Rates (how many leads can we expect to convert to customers?) 12. Reporting/Measurement a. Success Metrics (how do we know our digital marketing is working?) b. Optimization Strategies (how do we adjust or pivot our strategy as we measure success along the way?) 13. References