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MKTG30009 Digital Marketing
2023S2 拓展课 2
PASS 不是我们的代言 H1 才是我们的目标
MKTG30009 Digital
Marketing -- Tina
拓展课2
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MKTG30009 Digital Marketing
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Digital Marketing Campaign Plan
占比：30%
Due Date：10月 2号
Word Count: Max 3000 words, excluding tables, TOC, appendices and bibliography.
Layout: Typeface/Paragraph: Arial or Calibri or some other sans serif works best on
screen, size 12, and 1.5 or double spaced with 2cm margins
在乎的是计划的想象力以及如何运用了课堂知识，而不是可行性。
Budget：虽然不用一个具体的 Budget Table，但是假设的预算大概是$10,000，所以不能买太贵
的广告
记得放Cover Page
第一步：选择业务
需要大家虚构一个业务（不能是现实世界里存在的品牌）
可以是产品或服务
最好选择市场以饱和（存在在现实世界里的，好做 research），并且有自己独特价值主张的
Sample Business + Planning
1. Virtual Cooking Classes Specialising in Unique International Cuisines
Social Media: Share short cooking tutorials and behind-the-scenes looks at sourcing ingredients.
SEO & Blogging: Develop blog posts focusing on the benefits of learning cooking from home,
featuring recipes and student testimonials.
Affiliate Partnerships: Team up with kitchenware brands or ingredient providers for mutual
promotion.
2. Eco-Friendly Fitness Apparel Made from Recycled Material
Social Media: Showcase the manufacturing process and its environmental benefits, along with
fitness influencers wearing the apparel.
Email Marketing: Weekly newsletters featuring new product drops, workout tips, and sustainability
news.
Content Marketing: Blog posts and videos on how eco-friendly materials can be both functional
and fashionable.
3. Personalised Children’s Story Books
Social Media Advertising: Target parents with young children, using emotionally-driven video
testimonials and before-after experiences.
SEO: Optimise for keywords like "personalised children’s books" or "educational gifts for kids."
Referral Programme: Offer current customers discounts for referring new customers.
4. Wheely Bin Cleaning Service
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Local SEO: Focus on local search terms to capture the neighbourhood market.
Social Media: Before-and-after photos/videos of the cleaning process.
Direct Mail: Use email to target local areas with promotional offers.
5. Subscription-based Indoor Plant Care Packages
Social Media: Share time-lapse videos of plants growing, care tips, and customer testimonials.
Influencer Partnerships: Send care packages to lifestyle and home décor influencers for reviews.
Retargeting Ads: Focus on website visitors who have viewed products but haven't purchased.
6. Online Hat Store Specialising in Retro and Vintage Styles
Instagram and Pinterest: High-quality images and videos of the hats, potentially using influencers or
celebrities.
SEO & Blogging: Create content around the history of various hat styles, how to choose a hat, etc.
PPC Ads: Use targeted pay-per-click ads to drive specific products or seasonal offers.
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第二步：Assignment Structure
2.1 Executive Summary
Purpose: Summarises the marketing plan.
Include:
Go through every single section of the marketing plan and summarise the key points that
you have made:
E.g. Do not say, “We will outline the five main segments of the market.” Instead, you
should write, “The five main segments of the market include …etc.”
Write a conclusion that includes any other relevant takeaway points including the potential
future status of the product
Out of scope items (outline anything that you will not be including in your report in order to
narrow down what you will be analysing as well as helping to manage your marker’s
expectations!)
- Include any limitations you encountered when writing the marketing plan (e.g. lack of
information…etc.)
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2.2 目录 Example
Provide a table of contents. Use the Table of Contents tool in Word which automates the
process, and assigns the right page numbers and headings. At the end of your table of
contents, insert a page break.
0. Executive summary
1. Introduction
1.1 Company Overview
2. (Business Name) Slogan
3. Audience Insights
3.1 Segment 1
3.1.1. Audience Persona
3.2 Segment 2
3.2.1. Audience Persona
4. The Market
4.1 Competition
4.2 Points of Difference
5. Objectives
6. Content
7. Social Media Strategy
7.1 Instagram
7.2 YouTube
7.3 etc...
8. Influencers
9. Search Marketing
9.1 Keywords
9.2 Google Ads
4. Reference list
5. Appendices
5.1 Appendix 1: Competitor analysis (optional)
5.2 Budget Table
5.3 Appendix 3 …etc.
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第三步：Assignment Elements
1. Introduction
Describe your brand – and what you sell. What is your value proposition?
一段介绍公司
需要注意把 Value proposition说清楚！
Company Description and Value Proposition
Study Buddy positions itself as a leading one-on-one tutoring service dedicated to providing
customised academic support to university students. Distinguished from traditional tutoring
services, Study Buddy focuses on individualised educational plans tailored to the unique learning
objectives of each student. With a cadre of tutors expert in a wide range of subjects, the service
aims to offer a supportive academic environment that complements traditional education models.
一段介绍你的目标群体
一定要和之后的分析一致
Target Audience
The digital marketing plan is explicitly tailored to target Study Buddy’s primary audience: university
students. This demographic encompasses undergraduates, postgraduates, and international
students all in search of individualised academic support. The marketing strategies laid out in the
ensuing sections of this plan are geared towards engaging this particular demographic, addressing
their specific educational challenges and aspirations.
Roadmap to your campaign
The upcoming sections of this digital marketing plan will present a comprehensive roadmap aimed
at enhancing Study Buddy's online visibility and customer engagement. Key future initiatives
include...
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2. Slogan
Think of a slogan that represents the value proposition in a few simple words. Use the slogan
in your campaign.
先写出来你的 slogan，再解释为什么这个 slogan适合你的品牌定位，价值主张，以及目标群体
可以去查找类似品牌的 slogan
可以用 chatgpt
在形容的适合可以适当引用文献，如：
https://web.archive.org/web/20170504073539id_/http://www.cpe.vgtu.lt:80/index.php/cpe/arti
cle/viewFile/275/pdf
“Unlock Your Potential, One Session at a Time”
The slogan aligns with Study Buddy's premium, one-on-one tutoring focus, emphasizing
personalized and incremental growth. "Unlock Your Potential" mirrors the brand's offer of
customized, high-quality academic support, while "One Session at a Time" underlines its
effectiveness. The slogan appeals to university students seeking specialized academic assistance,
promising them personalized progress at their own pace.
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3. Audience Insights
Define which audiences you plan to target in your campaign (2-3 is fine). Develop a
‘persona’ for each audience, and justify why you are targeting each audience.
定义 2-3三个 target audience（2个最好）
这里涉及到 STP知识点+Technology接受度
Target Audience 1: Undergraduate Students
Description:
Undergraduate students currently enrolled in a university, particularly those who are taking
challenging courses or facing academic pressures. They may be first-year students who are
adjusting to university-level coursework or upper-level students needing specialized assistance in
their major subjects.
Needs and Wants:
Better understanding of complex subjects
Help with assignment preparation and exam revision
A flexible schedule that fits around their university timetable
Channels to Reach Them:
Social media platforms popular among university students
University bulletin boards and student portals
Partnerships with student societies and clubs
Justification
High demand for tutoring services
Flexibility with time
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WOM Potential
Target Audience 2: International Students
Description:
International students who are experiencing language and cultural barriers in addition to their
academic challenges. These students may be far from their support systems and unfamiliar with the
academic culture of their host country.
Needs and Wants:
Assistance in understanding subject matter presented in a second language
A safe space to ask questions without judgement
Support in navigating the academic culture of their host country
Channels to Reach Them:
International student associations and societies
Language support centres within universities
Social media groups and forums dedicated to international students
Justification:
Unique needs
Limited existing solutions
Potential for long-term engagement
为每个 target audience设计 persona（prefer to pomk ppt）
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4. The Market
What observations or insights can you make about the market you operate in (you can use
WARC or Statista library databases to find this out). Who are your main competitors? What are
the points of parity and difference between your brand and the main competitors? (you may
use these in your content messaging).
***这里一定要 reference industry data！
介绍你 business的市场/industry
Refer to POMK Research Guide
定义市场，说明市场情况，说明 future trends
Statista, Marketline, IBIS World, Passport...
The market for private tutoring services is growing, particularly in the higher education sector. The
industry caters to a wide array of students, from undergraduates to postgraduates, spanning
various disciplines. A significant trend in the sector is the shift towards online and personalized
tutoring services, accelerated by the global pandemic and technological advancements. This trend
makes the market ripe for innovative solutions like Study Buddy, focused on one-on-one,
customized academic support for university students.
定义主要的竞争者
定义他们的市场份额，以及谁是market leaders，或者和你的品牌定位最相似
定义你的价值主张，类似点和差异点
说明你和这个行业大多数竞争者相似的地方，以及 POD，一定要和 Value Prop联系
Points of Parity
1. Qualified Tutors: Like SmartTutor, Study Buddy also employs a stringent selection process to
ensure that tutors are experts in their respective fields.
2. Online Platform: Similar to AcademiaHub, Study Buddy offers an online platform for easy session
booking and management.
Points of Difference
1. Personalised Learning Plans: Unlike competitors, Study Buddy specializes in developing tailored
academic support plans for each student, based on their individual needs and learning style.
2. Focus on University Students: While most competitors target a broader age range, Study Buddy
focuses exclusively on university students, ensuring a specialized approach to this demographic.
3. Cultural and Language Support: Study Buddy stands out by offering additional support for
international students, addressing language barriers and cultural differences that may affect their
academic performance.
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5. Objectives
Define your campaign objectives, with associated KPI’s (you may use industry
averages).
***参考平时班 7的课件
说明大的 objectives，可以解释为什么选这个作为你的 objective
再说每个 objective的 kpi(s)
Industry Average信息如果 report里找不到，可以去品牌官网的 reports里或者 google
Objective 1: Increase Brand Awareness
KPIs:
Achieve a 20% increase in website traffic within the next 6 months.
Garner 10,000 new followers on the brand's primary social media platforms over the next
quarter.
(Industry Average: 10-15% increase in social media followers per quarter)
Objective 2: Increase Conversion Rate
KPIs:
Achieve a conversion rate of 3% for website visitors within the next 6 months.
Secure 200 new customer sign-ups from campaign-specific promotions within the next quarter.
(Industry Average: 1-2% website conversion rate)
By aligning these objectives and KPIs with industry averages, Study Buddy can ensure that its
campaign goals are both ambitious and achievable. This will allow for a focused and effective
approach to meeting the unique demands and opportunities within the university tutoring market.
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6. Content
Include examples of the content you plan to use: 3 x carousel posts, 3 x static infeed posts (4:5 ratio
is fine) all with relevant captions and CTAs (you may use free tools like Canva).
Each content should be related to an objective.
***Refer to Content Marketing
总共 6个 post，3个 carousel + 3个 in feed post
每个 post都需要和你第五段提到的 objective有关（至少一个 objective）
每个 post都应该有相对应的 caption和CTA
3 x 轮播帖子（Carousel
Posts
这类帖子允许你在一个帖子内展示多张图片或视频，用户可以通过滑动来
查看全部内容。一般来说，轮播帖子用于展示产品的多个方面、讲述一个
故事或解释一个复杂的概念。
3 x 静 态 信 息 流 帖 子
（Static Infeed Posts）
这是最基础的社交媒体帖子类型，通常包括一张图片和 accompanying文
字。与轮播帖子不同，静态信息流帖子没有多媒体元素，只有一个视觉焦
点。
非常建议使用CANVA！
尺寸
*不用写这么多，只是拓展思维
Example Post for Increasing Brand Awareness
Post Content:
[A creative, visually engaging post featuring a testimonial from
a satisfied Study Buddy customer, along with a catchy
caption that encourages sharing.]
How the Post Relates to Objective 1: Increase Brand
Awareness
Audience Reach: The testimonial aims to provide social proof,
which can resonate well with new audiences who may be
unfamiliar with Study Buddy. A wider reach directly
contributes to increased brand awareness.
Encourages Social Sharing: The catchy caption and engaging
visual elements are designed to prompt social sharing,
thereby extending the post's reach and amplifying brand
awareness.
Call-to-Action for Following: Including a call-to-action like
"Follow us for more success stories" aims to turn engaged
viewers into followers, contributing to the KPI of garnering
10,000 new followers over the next quarter.
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7. Social Media Strategy
Describe how you will use social media to achieve your objectives.
Which social channels do you plan use, and why?
***Related Concepts: Social Media Platforms
先 introduce你的 social media strategy以及会用到的 platform
一定要 reference你之前写的 objectives
Can related to social media to business concept
Should have references
要写的具体，每个社交平台上你会做什么？设计什么活动？长期短期？
介绍每个社交平台，以及为什么要用这个社交平台（一定要和你之前写的 audience联系上）
Describe the social media platform & what type of content you will post on there (vids,
images, text...)
Explain how it fits your target audience!
Can use industry report or googled statistics to support your arguments
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Short Intro
Study Buddy recognises the immense potential of leveraging social media platforms to meet its key
objectives of increasing brand awareness and boosting conversion rates. The following section
outlines how Study Buddy plans to use two prominent social media platforms, Instagram and
LinkedIn, to target its key audiences: undergraduate students and international students. Each
platform has been selected for its unique reach and features that resonate well with these specific
demographics, ensuring a tailored and effective approach to achieving our campaign goals.
Instagram
Instagram is popular among university students, the primary target audience for Study Buddy. It
offers visual storytelling opportunities, allowing the brand to connect with students in a more
personal and engaging way.
For international students: Instagram's visual focus can break through language barriers, making it
easier for Study Buddy to communicate its value proposition to international students.
Tactics for Increasing Brand Awareness:
User-Generated Content: Encourage satisfied customers to share their experiences using a
campaign-specific hashtag, e.g., #StudyBuddySuccess.
Instagram Stories & Reels: Use these features to showcase short testimonials, study tips, or quick
tutor introductions to keep the audience engaged.
LinkedIn
As undergraduates approach graduation, they become more professionally oriented and often turn
to LinkedIn to explore opportunities. Study Buddy can position itself as a stepping stone to
academic success and, subsequently, career advancement.
For international students aiming to work in their host country post-graduation, LinkedIn becomes a
crucial networking platform. Study Buddy's presence here can attract students looking for both
academic and professional betterment.
Tactics and Suitability:
Networking & Sponsored Content: Both undergraduates and international students seek academic
thought leaders and opportunities. Networking with academic influencers and using sponsored
content can enhance Study Buddy's credibility.
Lead Generation Forms & InMail Campaigns: These LinkedIn-specific features allow for a more
personalized, direct method of reaching professionally-minded students, providing them with
tailored offers and incentives.
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8. Influencers
How will you use influencers in your campaign? Describe their role, and come up with a strategy for
them (TikTok, Instagram, and YouTube are the main ones, but you may consider other channels
such as podcasts).
***Refer to平时班 3课件：Influencer Campaign Brief
Can use academic references: such as micro influencers are more effective than macro influencers
Short Introduction: how to use influencers in your campaign
In today's digital landscape, influencers wield a significant amount of power in shaping consumer
choices. Understanding this, Study Buddy aims to harness the credibility and reach of carefully
selected influencers to elevate brand awareness and drive conversion rates. By aligning with
influencers who resonate with our target audiences on platforms like TikTok, Instagram, and
YouTube, Study Buddy intends to authentically reach and engage potential customers.
Selection of Influencers and Descriptions as to why they fit your strategy (引用具体的
influencer，也可以截图他们的 instagram/facebook/tiktok）
Educational TikTokers: Aimed at students who frequently engage with educational content, these
influencers can create short-form videos explaining study hacks or quick lessons and mention how
Study Buddy can further support their academic needs.
Instagram Study Bloggers: Individuals who share study notes, tips, and academic advice, catering
to our core demographic of undergraduate and international students.
YouTube Academic Content Creators: These are influencers who create in-depth educational
content, suitable for Study Buddy’s image as a provider of high-quality, personalized tutoring.
Describe how you are going to collaborate and on what channels (写的要非常具体， refer to
Campaign Brief，也要用到里面的词汇）
TikTok: Educational TikTokers will create 30-second to 1-minute videos featuring Study Buddy as
a part of their regular educational content. They might showcase a 'Day in the Life' as a Study
Buddy user or share a quick academic tip followed by how Study Buddy can offer further help.
Instagram: Study Bloggers could post their experience using Study Buddy services through
Stories and a detailed post, potentially offering a discount code.
YouTube: Academic Content Creators can integrate Study Buddy into their long-form content. For
example, they could produce a "Study With Me" video, explaining how Study Buddy helped them
prepare for an exam.
Podcasts: Consider partnerships with educational podcasts where the host can discuss the
importance of personalized tutoring and give a shout-out to Study Buddy.
How to track performance
Engagement Metrics: Analyse likes, shares, and comments to assess how well the audience is
receiving the influencer's content related to Study Buddy.
Traffic and Conversion: Use UTM parameters and dedicated promo codes to track how many
clicks and conversions are generated from each influencer.
Reach and Impressions: Measure the total number of people who have seen the influencer’s post
about Study Buddy to evaluate brand awareness goals.
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9. Search Marketing
Do keyword analysis of your target product, and create a table of ten relevant keywords.
Craft a text ad for search marketing – title and description.
***Create an Actual Google Ads Account
https://ads.google.com/intl/en_au/home/campaigns/search-ads/?subid=au-en-ha-awa-bk-c-
sb0!o3~Cj0KCQjw9fqnBhDSARIsAHlcQYTtJPQS18WRpVTgOJeS_csWHjHbn-
OlBCagqpd3MqLLSfov6BmzelMaAkAhEALw_wcB~144158375736~aud-1081765622591:kwd-
298358171233~18986533911~636375040515&&&gclid=Cj0KCQjw9fqnBhDSARIsAHlcQYTtJPQS1
8WRpVTgOJeS_csWHjHbn-OlBCagqpd3MqLLSfov6BmzelMaAkAhEALw_wcB&gclsrc=aw.ds
Resource：https://blog.hootsuite.com/google-ads/
Refer to Lec Slides for Keywords Generation Apps
Building a list of keywords: https://answerthepublic.com/
Google Keyword Planner
Ubersuggest https://neilpatel.com/ubersuggest/
Keyword guru https://keyword.guru/
Keyword sh*tter https://keywordseverywhere.com/keyword-shitter.html
可以和之前的 objectives联系起来，或者 Search Funnel
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继续解释如何和你的 target audience起来，以及 user intent
不要单纯的把 headings写出来，要做出来实际的 examples
可以附加 landing page
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Appendix: Attach as appendices information that provides more detail than is necessary in
the body of the report. Appendices should be labeled with letters (Appendix A, Appendix B,
etc.), have a title, and be referred to in the text. Order appendices according to the order
they are mentioned in the text.
Rubric
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Tips for this Assignment
MARKING SCHEDULE
You will be graded according to the following:
Accurate and correct application of digital marketing theory and practice
Creativity
Thoroughness
Feasibility – realistic strategies proposed, in line with the budget.
Appropriateness of concepts used and applied
Cohesiveness – how everything you propose ‘fits together’ to move customers from awareness
to conversion, repeat purchase, and advocacy (word of mouth).
Overall quality of report. References, structure, grammar, spelling, readability, logic flow &
paragraph integration, tables/figures. Concise Executive Summary. Quality.
这个 Assignment 和传统的Marketing Assignment 不同，看重的是你的 Real-life application and
creativity!
熟练运用Digital Marketing的软件
这个 Assignment看重的是你的 CREATIVITY，可行性占比不大
可以适当运用ChatGPT拓展思维
不要局限自己，可以做很多 graphs，tables，content，Marketing Campaign越真实越好
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如果你还想挑战自己，挖掘自己的潜能，体验丰富多彩的留学生活，同时为自己的简历增
色添彩，以下三个岗位长期开放招聘渠道哦～扫码了解报名吧，领航助你C位出道～
丰厚的薪资/奖金，优秀的成长培训计划，正规的实习证明与推
荐信，多重课程优惠，还有机会晋升哦～
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PASS 不是我们的代言 H1 才是我们的目标
MKTG30009 Digital
Marketing -- Tina
拓展课2
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Digital Marketing Campaign Plan
占比：30%
Due Date：10月 2号
Word Count: Max 3000 words, excluding tables, TOC, appendices and bibliography.
Layout: Typeface/Paragraph: Arial or Calibri or some other sans serif works best on
screen, size 12, and 1.5 or double spaced with 2cm margins
在乎的是计划的想象力以及如何运用了课堂知识，而不是可行性。
Budget：虽然不用一个具体的 Budget Table，但是假设的预算大概是$10,000，所以不能买太贵
的广告
记得放Cover Page
第一步：选择业务
需要大家虚构一个业务（不能是现实世界里存在的品牌）
可以是产品或服务
最好选择市场以饱和（存在在现实世界里的，好做 research），并且有自己独特价值主张的
Sample Business + Planning
1. Virtual Cooking Classes Specialising in Unique International Cuisines
Social Media: Share short cooking tutorials and behind-the-scenes looks at sourcing ingredients.
SEO & Blogging: Develop blog posts focusing on the benefits of learning cooking from home,
featuring recipes and student testimonials.
Affiliate Partnerships: Team up with kitchenware brands or ingredient providers for mutual
promotion.
2. Eco-Friendly Fitness Apparel Made from Recycled Material
Social Media: Showcase the manufacturing process and its environmental benefits, along with
fitness influencers wearing the apparel.
Email Marketing: Weekly newsletters featuring new product drops, workout tips, and sustainability
news.
Content Marketing: Blog posts and videos on how eco-friendly materials can be both functional
and fashionable.
3. Personalised Children’s Story Books
Social Media Advertising: Target parents with young children, using emotionally-driven video
testimonials and before-after experiences.
SEO: Optimise for keywords like "personalised children’s books" or "educational gifts for kids."
Referral Programme: Offer current customers discounts for referring new customers.
4. Wheely Bin Cleaning Service
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Local SEO: Focus on local search terms to capture the neighbourhood market.
Social Media: Before-and-after photos/videos of the cleaning process.
Direct Mail: Use email to target local areas with promotional offers.
5. Subscription-based Indoor Plant Care Packages
Social Media: Share time-lapse videos of plants growing, care tips, and customer testimonials.
Influencer Partnerships: Send care packages to lifestyle and home décor influencers for reviews.
Retargeting Ads: Focus on website visitors who have viewed products but haven't purchased.
6. Online Hat Store Specialising in Retro and Vintage Styles
Instagram and Pinterest: High-quality images and videos of the hats, potentially using influencers or
celebrities.
SEO & Blogging: Create content around the history of various hat styles, how to choose a hat, etc.
PPC Ads: Use targeted pay-per-click ads to drive specific products or seasonal offers.
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第二步：Assignment Structure
2.1 Executive Summary
Purpose: Summarises the marketing plan.
Include:
Go through every single section of the marketing plan and summarise the key points that
you have made:
E.g. Do not say, “We will outline the five main segments of the market.” Instead, you
should write, “The five main segments of the market include …etc.”
Write a conclusion that includes any other relevant takeaway points including the potential
future status of the product
Out of scope items (outline anything that you will not be including in your report in order to
narrow down what you will be analysing as well as helping to manage your marker’s
expectations!)
- Include any limitations you encountered when writing the marketing plan (e.g. lack of
information…etc.)
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2.2 目录 Example
Provide a table of contents. Use the Table of Contents tool in Word which automates the
process, and assigns the right page numbers and headings. At the end of your table of
contents, insert a page break.
0. Executive summary
1. Introduction
1.1 Company Overview
2. (Business Name) Slogan
3. Audience Insights
3.1 Segment 1
3.1.1. Audience Persona
3.2 Segment 2
3.2.1. Audience Persona
4. The Market
4.1 Competition
4.2 Points of Difference
5. Objectives
6. Content
7. Social Media Strategy
7.1 Instagram
7.2 YouTube
7.3 etc...
8. Influencers
9. Search Marketing
9.1 Keywords
9.2 Google Ads
4. Reference list
5. Appendices
5.1 Appendix 1: Competitor analysis (optional)
5.2 Budget Table
5.3 Appendix 3 …etc.
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第三步：Assignment Elements
1. Introduction
Describe your brand – and what you sell. What is your value proposition?
一段介绍公司
需要注意把 Value proposition说清楚！
Company Description and Value Proposition
Study Buddy positions itself as a leading one-on-one tutoring service dedicated to providing
customised academic support to university students. Distinguished from traditional tutoring
services, Study Buddy focuses on individualised educational plans tailored to the unique learning
objectives of each student. With a cadre of tutors expert in a wide range of subjects, the service
aims to offer a supportive academic environment that complements traditional education models.
一段介绍你的目标群体
一定要和之后的分析一致
Target Audience
The digital marketing plan is explicitly tailored to target Study Buddy’s primary audience: university
students. This demographic encompasses undergraduates, postgraduates, and international
students all in search of individualised academic support. The marketing strategies laid out in the
ensuing sections of this plan are geared towards engaging this particular demographic, addressing
their specific educational challenges and aspirations.
Roadmap to your campaign
The upcoming sections of this digital marketing plan will present a comprehensive roadmap aimed
at enhancing Study Buddy's online visibility and customer engagement. Key future initiatives
include...
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2. Slogan
Think of a slogan that represents the value proposition in a few simple words. Use the slogan
in your campaign.
先写出来你的 slogan，再解释为什么这个 slogan适合你的品牌定位，价值主张，以及目标群体
可以去查找类似品牌的 slogan
可以用 chatgpt
在形容的适合可以适当引用文献，如：
https://web.archive.org/web/20170504073539id_/http://www.cpe.vgtu.lt:80/index.php/cpe/arti
cle/viewFile/275/pdf
“Unlock Your Potential, One Session at a Time”
The slogan aligns with Study Buddy's premium, one-on-one tutoring focus, emphasizing
personalized and incremental growth. "Unlock Your Potential" mirrors the brand's offer of
customized, high-quality academic support, while "One Session at a Time" underlines its
effectiveness. The slogan appeals to university students seeking specialized academic assistance,
promising them personalized progress at their own pace.
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3. Audience Insights
Define which audiences you plan to target in your campaign (2-3 is fine). Develop a
‘persona’ for each audience, and justify why you are targeting each audience.
定义 2-3三个 target audience（2个最好）
这里涉及到 STP知识点+Technology接受度
Target Audience 1: Undergraduate Students
Description:
Undergraduate students currently enrolled in a university, particularly those who are taking
challenging courses or facing academic pressures. They may be first-year students who are
adjusting to university-level coursework or upper-level students needing specialized assistance in
their major subjects.
Needs and Wants:
Better understanding of complex subjects
Help with assignment preparation and exam revision
A flexible schedule that fits around their university timetable
Channels to Reach Them:
Social media platforms popular among university students
University bulletin boards and student portals
Partnerships with student societies and clubs
Justification
High demand for tutoring services
Flexibility with time
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WOM Potential
Target Audience 2: International Students
Description:
International students who are experiencing language and cultural barriers in addition to their
academic challenges. These students may be far from their support systems and unfamiliar with the
academic culture of their host country.
Needs and Wants:
Assistance in understanding subject matter presented in a second language
A safe space to ask questions without judgement
Support in navigating the academic culture of their host country
Channels to Reach Them:
International student associations and societies
Language support centres within universities
Social media groups and forums dedicated to international students
Justification:
Unique needs
Limited existing solutions
Potential for long-term engagement
为每个 target audience设计 persona（prefer to pomk ppt）
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4. The Market
What observations or insights can you make about the market you operate in (you can use
WARC or Statista library databases to find this out). Who are your main competitors? What are
the points of parity and difference between your brand and the main competitors? (you may
use these in your content messaging).
***这里一定要 reference industry data！
介绍你 business的市场/industry
Refer to POMK Research Guide
定义市场，说明市场情况，说明 future trends
Statista, Marketline, IBIS World, Passport...
The market for private tutoring services is growing, particularly in the higher education sector. The
industry caters to a wide array of students, from undergraduates to postgraduates, spanning
various disciplines. A significant trend in the sector is the shift towards online and personalized
tutoring services, accelerated by the global pandemic and technological advancements. This trend
makes the market ripe for innovative solutions like Study Buddy, focused on one-on-one,
customized academic support for university students.
定义主要的竞争者
定义他们的市场份额，以及谁是market leaders，或者和你的品牌定位最相似
定义你的价值主张，类似点和差异点
说明你和这个行业大多数竞争者相似的地方，以及 POD，一定要和 Value Prop联系
Points of Parity
1. Qualified Tutors: Like SmartTutor, Study Buddy also employs a stringent selection process to
ensure that tutors are experts in their respective fields.
2. Online Platform: Similar to AcademiaHub, Study Buddy offers an online platform for easy session
booking and management.
Points of Difference
1. Personalised Learning Plans: Unlike competitors, Study Buddy specializes in developing tailored
academic support plans for each student, based on their individual needs and learning style.
2. Focus on University Students: While most competitors target a broader age range, Study Buddy
focuses exclusively on university students, ensuring a specialized approach to this demographic.
3. Cultural and Language Support: Study Buddy stands out by offering additional support for
international students, addressing language barriers and cultural differences that may affect their
academic performance.
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5. Objectives
Define your campaign objectives, with associated KPI’s (you may use industry
averages).
***参考平时班 7的课件
说明大的 objectives，可以解释为什么选这个作为你的 objective
再说每个 objective的 kpi(s)
Industry Average信息如果 report里找不到，可以去品牌官网的 reports里或者 google
Objective 1: Increase Brand Awareness
KPIs:
Achieve a 20% increase in website traffic within the next 6 months.
Garner 10,000 new followers on the brand's primary social media platforms over the next
quarter.
(Industry Average: 10-15% increase in social media followers per quarter)
Objective 2: Increase Conversion Rate
KPIs:
Achieve a conversion rate of 3% for website visitors within the next 6 months.
Secure 200 new customer sign-ups from campaign-specific promotions within the next quarter.
(Industry Average: 1-2% website conversion rate)
By aligning these objectives and KPIs with industry averages, Study Buddy can ensure that its
campaign goals are both ambitious and achievable. This will allow for a focused and effective
approach to meeting the unique demands and opportunities within the university tutoring market.
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6. Content
Include examples of the content you plan to use: 3 x carousel posts, 3 x static infeed posts (4:5 ratio
is fine) all with relevant captions and CTAs (you may use free tools like Canva).
Each content should be related to an objective.
***Refer to Content Marketing
总共 6个 post，3个 carousel + 3个 in feed post
每个 post都需要和你第五段提到的 objective有关（至少一个 objective）
每个 post都应该有相对应的 caption和CTA
3 x 轮播帖子（Carousel
Posts
这类帖子允许你在一个帖子内展示多张图片或视频，用户可以通过滑动来
查看全部内容。一般来说，轮播帖子用于展示产品的多个方面、讲述一个
故事或解释一个复杂的概念。
3 x 静 态 信 息 流 帖 子
（Static Infeed Posts）
这是最基础的社交媒体帖子类型，通常包括一张图片和 accompanying文
字。与轮播帖子不同，静态信息流帖子没有多媒体元素，只有一个视觉焦
点。
非常建议使用CANVA！
尺寸
*不用写这么多，只是拓展思维
Example Post for Increasing Brand Awareness
Post Content:
[A creative, visually engaging post featuring a testimonial from
a satisfied Study Buddy customer, along with a catchy
caption that encourages sharing.]
How the Post Relates to Objective 1: Increase Brand
Awareness
Audience Reach: The testimonial aims to provide social proof,
which can resonate well with new audiences who may be
unfamiliar with Study Buddy. A wider reach directly
contributes to increased brand awareness.
Encourages Social Sharing: The catchy caption and engaging
visual elements are designed to prompt social sharing,
thereby extending the post's reach and amplifying brand
awareness.
Call-to-Action for Following: Including a call-to-action like
"Follow us for more success stories" aims to turn engaged
viewers into followers, contributing to the KPI of garnering
10,000 new followers over the next quarter.
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7. Social Media Strategy
Describe how you will use social media to achieve your objectives.
Which social channels do you plan use, and why?
***Related Concepts: Social Media Platforms
先 introduce你的 social media strategy以及会用到的 platform
一定要 reference你之前写的 objectives
Can related to social media to business concept
Should have references
要写的具体，每个社交平台上你会做什么？设计什么活动？长期短期？
介绍每个社交平台，以及为什么要用这个社交平台（一定要和你之前写的 audience联系上）
Describe the social media platform & what type of content you will post on there (vids,
images, text...)
Explain how it fits your target audience!
Can use industry report or googled statistics to support your arguments
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Short Intro
Study Buddy recognises the immense potential of leveraging social media platforms to meet its key
objectives of increasing brand awareness and boosting conversion rates. The following section
outlines how Study Buddy plans to use two prominent social media platforms, Instagram and
LinkedIn, to target its key audiences: undergraduate students and international students. Each
platform has been selected for its unique reach and features that resonate well with these specific
demographics, ensuring a tailored and effective approach to achieving our campaign goals.
Instagram is popular among university students, the primary target audience for Study Buddy. It
offers visual storytelling opportunities, allowing the brand to connect with students in a more
personal and engaging way.
For international students: Instagram's visual focus can break through language barriers, making it
easier for Study Buddy to communicate its value proposition to international students.
Tactics for Increasing Brand Awareness:
User-Generated Content: Encourage satisfied customers to share their experiences using a
campaign-specific hashtag, e.g., #StudyBuddySuccess.
Instagram Stories & Reels: Use these features to showcase short testimonials, study tips, or quick
tutor introductions to keep the audience engaged.
As undergraduates approach graduation, they become more professionally oriented and often turn
to LinkedIn to explore opportunities. Study Buddy can position itself as a stepping stone to
academic success and, subsequently, career advancement.
For international students aiming to work in their host country post-graduation, LinkedIn becomes a
crucial networking platform. Study Buddy's presence here can attract students looking for both
academic and professional betterment.
Tactics and Suitability:
Networking & Sponsored Content: Both undergraduates and international students seek academic
thought leaders and opportunities. Networking with academic influencers and using sponsored
content can enhance Study Buddy's credibility.
Lead Generation Forms & InMail Campaigns: These LinkedIn-specific features allow for a more
personalized, direct method of reaching professionally-minded students, providing them with
tailored offers and incentives.
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8. Influencers
How will you use influencers in your campaign? Describe their role, and come up with a strategy for
them (TikTok, Instagram, and YouTube are the main ones, but you may consider other channels
such as podcasts).
***Refer to平时班 3课件：Influencer Campaign Brief
Can use academic references: such as micro influencers are more effective than macro influencers
Short Introduction: how to use influencers in your campaign
In today's digital landscape, influencers wield a significant amount of power in shaping consumer
choices. Understanding this, Study Buddy aims to harness the credibility and reach of carefully
selected influencers to elevate brand awareness and drive conversion rates. By aligning with
influencers who resonate with our target audiences on platforms like TikTok, Instagram, and
YouTube, Study Buddy intends to authentically reach and engage potential customers.
Selection of Influencers and Descriptions as to why they fit your strategy (引用具体的
influencer，也可以截图他们的 instagram/facebook/tiktok）
Educational TikTokers: Aimed at students who frequently engage with educational content, these
influencers can create short-form videos explaining study hacks or quick lessons and mention how
Study Buddy can further support their academic needs.
Instagram Study Bloggers: Individuals who share study notes, tips, and academic advice, catering
to our core demographic of undergraduate and international students.
YouTube Academic Content Creators: These are influencers who create in-depth educational
content, suitable for Study Buddy’s image as a provider of high-quality, personalized tutoring.
Describe how you are going to collaborate and on what channels (写的要非常具体， refer to
Campaign Brief，也要用到里面的词汇）
TikTok: Educational TikTokers will create 30-second to 1-minute videos featuring Study Buddy as
a part of their regular educational content. They might showcase a 'Day in the Life' as a Study
Buddy user or share a quick academic tip followed by how Study Buddy can offer further help.
Instagram: Study Bloggers could post their experience using Study Buddy services through
Stories and a detailed post, potentially offering a discount code.
YouTube: Academic Content Creators can integrate Study Buddy into their long-form content. For
example, they could produce a "Study With Me" video, explaining how Study Buddy helped them
prepare for an exam.
Podcasts: Consider partnerships with educational podcasts where the host can discuss the
importance of personalized tutoring and give a shout-out to Study Buddy.
How to track performance
Engagement Metrics: Analyse likes, shares, and comments to assess how well the audience is
receiving the influencer's content related to Study Buddy.
Traffic and Conversion: Use UTM parameters and dedicated promo codes to track how many
clicks and conversions are generated from each influencer.
Reach and Impressions: Measure the total number of people who have seen the influencer’s post
about Study Buddy to evaluate brand awareness goals.
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9. Search Marketing
Do keyword analysis of your target product, and create a table of ten relevant keywords.
Craft a text ad for search marketing – title and description.
***Create an Actual Google Ads Account
https://ads.google.com/intl/en_au/home/campaigns/search-ads/?subid=au-en-ha-awa-bk-c-
sb0!o3~Cj0KCQjw9fqnBhDSARIsAHlcQYTtJPQS18WRpVTgOJeS_csWHjHbn-
OlBCagqpd3MqLLSfov6BmzelMaAkAhEALw_wcB~144158375736~aud-1081765622591:kwd-
298358171233~18986533911~636375040515&&&gclid=Cj0KCQjw9fqnBhDSARIsAHlcQYTtJPQS1
8WRpVTgOJeS_csWHjHbn-OlBCagqpd3MqLLSfov6BmzelMaAkAhEALw_wcB&gclsrc=aw.ds
Resource：https://blog.hootsuite.com/google-ads/
Refer to Lec Slides for Keywords Generation Apps
Building a list of keywords: https://answerthepublic.com/
Google Keyword Planner
Ubersuggest https://neilpatel.com/ubersuggest/
Keyword guru https://keyword.guru/
Keyword sh*tter https://keywordseverywhere.com/keyword-shitter.html
可以和之前的 objectives联系起来，或者 Search Funnel
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继续解释如何和你的 target audience起来，以及 user intent
不要单纯的把 headings写出来，要做出来实际的 examples
可以附加 landing page
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Appendix: Attach as appendices information that provides more detail than is necessary in
the body of the report. Appendices should be labeled with letters (Appendix A, Appendix B,
etc.), have a title, and be referred to in the text. Order appendices according to the order
they are mentioned in the text.
Rubric
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L I N G H A N G G U O J I
MKTG30009 Digital Marketing
2023S2 拓展课 2
滴滴小航家族
咨询课程
【热心意见树洞】
扫码留下你们想说的话
Tips for this Assignment
MARKING SCHEDULE
You will be graded according to the following:
Accurate and correct application of digital marketing theory and practice
Creativity
Thoroughness
Feasibility – realistic strategies proposed, in line with the budget.
Appropriateness of concepts used and applied
Cohesiveness – how everything you propose ‘fits together’ to move customers from awareness
to conversion, repeat purchase, and advocacy (word of mouth).
Overall quality of report. References, structure, grammar, spelling, readability, logic flow &
paragraph integration, tables/figures. Concise Executive Summary. Quality.
这个 Assignment 和传统的Marketing Assignment 不同，看重的是你的 Real-life application and
creativity!
熟练运用Digital Marketing的软件
这个 Assignment看重的是你的 CREATIVITY，可行性占比不大
可以适当运用ChatGPT拓展思维
不要局限自己，可以做很多 graphs，tables，content，Marketing Campaign越真实越好
领 航 国 际
L I N G H A N G G U O J I
MKTG30009 Digital Marketing
2023S2 拓展课 2
滴滴小航家族
咨询课程
【热心意见树洞】
扫码留下你们想说的话
如果你还想挑战自己，挖掘自己的潜能，体验丰富多彩的留学生活，同时为自己的简历增
色添彩，以下三个岗位长期开放招聘渠道哦～扫码了解报名吧，领航助你C位出道～
丰厚的薪资/奖金，优秀的成长培训计划，正规的实习证明与推
荐信，多重课程优惠，还有机会晋升哦～
