Digital Marketing Plan
During my Master of Science in Digital Marketing program I had to choose an organization or business to use for my capstone. My capstone focused on developing an in-depth digital marketing plan that helped the Vermont Ravens accomplish goals of how they wanted to improve the awareness of their program amongst different target audiences.
Organization
This section laid the foundation of the campaign by creating a mission statement and reviewing the history of the Vemront Ravens. The overall goals and objectives for the campaign were discussed as well as an analysis of their brand pieces (logo, name, tagline, etc.).
Situational Analysis
This section focused on analyzing the strengths, weaknesses, opportunities, and threats on an industry level, competitor level, and within the organization itself. The target audiences are also identified and used to develop buyer personas.
Strategy & Tactics
Social media platforms that the Vermont Ravens should use were identified and thorough analysis of their website was conducted to discuss what the goals for these platforms should be. Recommendations for search engine marketing and email marketing were made as well as a public relations plan for an influencer campaign.
Implementation Plan
Three different marketing campaigns or programs were created. Each one is laid out with a summary of the campaign, what the business program is, marketing goals, conversation goals, and key performance indicators of how to measure the success of the campaign.
Financial Data & Projections
The current revenue opportunities were identified as well as what new ones would be possible based on the campaigns suggested. A proposed budget is included as well as a targeted market campaign, possible partnerships, and recommended social media investments.
Evaluation, Control & Continuous Improvement
Previously, the Vermont Ravens did not use Google Analytics or any software to keep track of their website data. Goals, KPIs, and actions were identified for one of the campaigns previously mentioned.
