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Project Brief

1. Purpose of this Project
2. Project Pre-requisites
3. Project Outcomes & Deliverables
4. Project Definition
5. Project Task List
6. Project Evidences
7. Project Guidelines
8. Project Assumptions
9. Project Technical Environment

1. Purpose of this Project

You will need to develop a strategy for an email and content marketing campaign and implement the plan.

2. Project Pre-requisites
You should have access to the Project Brief, Project Report template and Project Presentation template and
should understand how to use the templates
To implement the project, you should have access to the website and online tools mentioned in the

3. Project Outcomes & Deliverables

You should perform all the tasks in the Project Task List and prepare the following during the project:
- Implement the project on the website, e-mail and social media platforms
- Prepare a Project Report as per pre-defined template

4. Project Definition
You can choose either of the following scenarios for your project:

2) You have been approached by a training Institute offering the following training programmes for
companies and individuals to create a digital marketing campaign:
a. Digital Marketing
b. Web development
c. Data Analytics
d. App development

Use the same company that you have used in the Basic DM Project
Will share my Social Media Marketing project report, which has company background, buyer
personas, etc.
You will plan an email & content marketing strategy. Make assumptions wherever required.
Once the plan is approved, you will have to execute it and analyse the effectiveness of the campaign.

5. Project Tasklist
You should perform the following tasks as part of the Project:

Task 1: Create content marketing strategy

Identify your target audience and customer segments. (I have buyer personas for PMETs, junior
executives, however, would require Entrepreneur as another target audience).
Build on the buyer personas created in Basic DM and create buyer personas for each segment of
customers. Create them for each stage of buyer journey.
Categorise each persona as an influencer / decision maker / buyer / user.
Research their content marketing strategy. Review the content they post, audience they target.
How do they promote their content?
Do a content audit and report results and insights gained. Make assumptions wherever required.
Use any tools like Hootsuite, Buzzsumo etc.
You can use the template below or your own:
1. Company description and current situation
2. Define the target audience
3. What type of content is created?
4. What are the blog categories?
5. What social networks and other channels did the company utilize to promote their content?
6. Content audit
a. How is the content on the blog? How effective are the titles and images?
b. Do they use influencers?
c. How relevant is the content to the defined target audience?
d. What is the engagement like?
e. What keywords are being used?
f. What are they doing that is working well for them?
g. What are the gaps in their content strategy?
7. Examine the top 3 blog posts and report on how the topic, title and other elements contribute
to its performance

Task 2: Conduct Competitor Analysis

I have conducted competitor analysis for social media marketing strategy. Can use that to build on
the content marketing strategy.
Conduct a small competitor analysis for 3 main competitors. What is their content marketing strategy and
which channels do they use to promote their content? Research the type of content they promote and what
is their core message and calls to action. Identify gaps that you can utilize in your content marketing
strategy. Use Buzzsumo & SEM Rush or any other tools to conduct the research

Task 3: Create Content Plan

Create a content strategy with clearly defined objectives for each stage of the buyer journey and a plan for
creation and distribution of content.
Identify the KPI for your goals, which you will be monitoring in Google Analytics
The plan should include:
Editorial calendar with 2 3 content ideas / themes and headlines for each stage of the buyer
journey and each buyer persona. Using Buzzsumo or Google Keyword Planner, identify keywords
to include in your content. Research topics using Quora or Facebook Groups or Linked Groups

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Brainstorm on 3 5 blog articles topics that would best attract potential customers without
explicitly promoting the product or service.
Write a Creative Brief for a freelancer. Use the platform Fiverr to make a list of at least two
relevant Freelancers. In the Brief, describe the Objective for creating the content, target
audience, Content format, Title, Keywords to use and a reference to the tone which should
be used for writing.
Promotion plan. List channels for promotion of your content social media, social media groups,
Communities, Influencers, Guest Blogs, etc. Create the social media pages that are required (if not
created in an earlier module)
KPI which you will be analyzing in Google Analytics for the defined goals
Create a budget for all the resources and promotion activities you will require to implement your

Task 4: Create Content

Create 2 pieces of actual content. The content can be original or curated. Repurpose the content
into a different form. Using Canva or any other tool. You can create an Infographic or a Slideshare
or a Podcast etc.
From the company blog, choose 2 articles and note down how you can repurpose them.
In the companys blog, identify any page with potential for a content upgrade. Take a screenshot of
the page and think of an idea for a content upgrade.
Design it in Powerpoint.
Create a Wordpress Blog and publish the content. Install Sumome on the blog
Choose any one:
o Create one infographic (or any other format). Create the design in a Word
document or Powerpoint OR
o Create one content offer / lead magnet to generate leads and list the channels you
will use to promote this offer for the target audience
Install Google Analytics on the Blog

Task 5: Create a Landing Page and optimize blog for conversion

Design a landing page with Wix or Mailchimp / ActivCampaign or any other tool. Create a lead magnet.
Create a sign up form and auto email responder.
Install lead conversion tools on your Blog.

Explore all the features available in Mailchimp / ActivCampaign and make a short report on how you will
use some of the features in your companys email marketing activities.

Task 6: Identify Groups and Create a Plan for Building a Community

Identify 3 groups on Facebook and LinkedIn and become a member. If possible, share your content in the
community and get feedback.
Create a plan for building a community for your customers. What will the features of this community be?
How will you promote this community?
- UK reference: IT-GSM-401S-1 (UK 1 & 2)
- PS reference: IT-PMT-406S-1 (PS 6)
IT-GSM-401S-1 (PS 4)

Task 7: Set up Paid Distribution Campaign

Would prefer Facebook ad.

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Define measurable objective for a paid distribution ad campaigns (Google Adwords / Facebook / Twitter /
LinkedIn). Select the target audience for the campaign and set up the campaigns. Create the ads. The
budget for the campaign can be SGD20. Using Google URL builder, create a custom link to track visitors to
landing page from the campaigns. Launch the campaigns after approval.
Task 8: Monitor campaigns
Monitor it for defined KPIs:
Number of leads
Conversion rate
Monitor engagement on social media for your post, if any.
Monitor heat maps and other analytics in Sumome, which has been installed on your blog and present
your findings.
Optimise bidding to get a better CTR if required. Refine the target audience if required for optimizing CTR.

Task 9: Set up E-mail Marketing Campaign

Create an email marketing campaign in any email marketing tool (Active Campaign / Mailchimp). Create
an email marketing plan with defined objective like lead generation or a product launch.
The plan should contain the sequence of email topics with subject lines and call to action. Design one email
for each stage of the buyer journey in Word or Powerpoint. Students should consider the best pracrices
while creating the headline, layout, message, bullet points, call-to-action, image, etc. With each email,
students should include an explanation on why each email would be most effective for each audience. The
content should reflect your brand personality. You can create the emails in Powerpoint.
o Cold prospects
o New visitors
o Repeat visitors
o Loyal subscribers

Create one email of the sequence and optimise for device. Install UTM codes in your email for tracking.
Send the email to your batch-mates and review the performance.

Download all your contacts from LinkedIn into an excel file OR share your email addresses with your
batch-mates and use this list (LF to coordinate)
Pls use your own contact list if possible.

Create an email on any content marketing / email marketing topic and send the email to your class. Add
one image and one link in the email.

Task 10: Prepare Campaign Report

Prepare a campaign report.
Analyze the performance of the emails that you have sent and present the report.

5. Project Evidences

Would require screenshots as evidence to be included in the report.

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The student has to submit the following evidences
- Access to all the social media and Google Analytics accounts
- A Project Report which comprises of the following evidences

Evidence checklist Summary of evidence required by student

Task 1 Content Marketing Strategy

Competitor Analysis
Task 2

Task 3 Content Plan

Landing Page
Task 4
Community Plan
Task 5
LinkedIn & Facegroup groups

Task 6 Campaign setup

Daily reports on paid campaign

Task 7
Content engagement report

Email marketing plan

Task 8

6. Project Guidelines
You should follow the guidelines below while implementing the Project:
- Implement the project in the technical environment specified in the Project brief
- Follow the format specified for Project Report and Project Presentation
- Attach all project evidences for each milestone as part of your Project report (screenshots
needed as evidence to be added in the project report).
- Please refer to attached Social Media Marketing report as project background for selected
company and the format of report submission.

7. Project Assumptions
You can make the following assumptions while implementing the project:
- This project is not for commercial use and hence not fine-tuned for performance, but it is
desirable that you focus on optimization of the campaign.

8. Project Technical Environment

The student should be familiar with the following:
- Google Analytics
- Google Adwords
- Facebook
- Twitter

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- LinkedIn
- Hootsuite
- Buzzsumo
- SEM Rush
- Sumome
- ActiveCampaign / Mailchimp
- Canva

Other items required:

1. Analysis of an emailing process

Choose the same company brand chosen in Assignment 1

Sign up to its mailing list, and then write a brief explanation/critique of the experience and what you
would do in order to improve that experience in order to increase subscribers' engagement and
conversions. Critiques could focus on the subscription process and/or email messages received after
signing up. (Note: as not all businesses begin sending emails to new subscribers immediately, you may
not be able to critique the emails of the business you have selected, and would need to either focus on
the subscription process or select another business to analyze.)

The company that I have chosen is a part-time adult learning institution Lithan Hall Academy. It does not have a mailing list, hence, pls select another company to analyze.

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