Please make a power point slide with speaking notes regarding to the case study. thank you
Please read the whole case study Please make power point presentation with speaking note regarding to the case study to use in my role play (page 11 5B) What to including in a campaign report presentation · Introduction · Performance by channel · Successes · Areas of weakness · Recommendations (two recommendations) 5 slides CASE STUDY INFORMATION NAT10931001 CONDUCT OMNICHANNEL MARKETING 10931NAT DIPLOMA OF DIGITAL MARKETING NAT10931001 CONDUCT OMNICHANNEL MARKETING: CASE STUDY INFORMATION NAT10931001: CASE STUDY INFORMATION | v22.0 | PAGE 2 CONTENTS 1. INTRODUCTION ............................................................................................................3 2. INFORMATION FOR TASK B ...........................................................................................4 3. INFORMATION FOR TASK C ...........................................................................................7 4. INFORMATION FOR TASK D ...........................................................................................8 5. APPENDIX ................................................................................................................... 10 5A. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION B3 .............................................. 10 5B. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION D3.............................................. 11 10931NAT DIPLOMA OF DIGITAL MARKETING NAT10931001 CONDUCT OMNICHANNEL MARKETING: CASE STUDY INFORMATION NAT10931001: CASE STUDY INFORMATION | v22.0 | PAGE 3 1. INTRODUCTION 1A. ABOUT BUCK MEDIA Buck Media is a growing Australian marketing agency. You work at Buck Media as an Omnichannel Campaign Manager. Your role involves planning and evaluating omnichannel campaigns that span across online and offline channels. One of your clients is Joyful Wild, who has recently contacted you about running a new omnichannel campaign. 1B. ABOUT JOYFUL WILD Joyful Wild is a young Australian company that sells outdoor clothing and equipment. This includes items such as: • Hiking tops and pants • Down jackets • Waterproof jackets • Sleeping bags • Tents • Other camping equipment, such as cooking sets and freeze-dried food Unlike many other outdoor retailers, Joyful Wild is committed to providing its customers with the most sustainable outdoor gear. For example, the company prioritises selling products that are locally produced and made from recycled materials. Started less than two years ago, Joyful Wild has grown quickly. The brand now has 5 physical stores and a successful online store. A NOTE ON BUCK MEDIA & JOYFUL WILD Please note: Buck Media and Joyful Wild are fictional businesses developed for the purpose of this assessment. 10931NAT DIPLOMA OF DIGITAL MARKETING NAT10931001 CONDUCT OMNICHANNEL MARKETING: CASE STUDY INFORMATION NAT10931001: CASE STUDY INFORMATION | v22.0 | PAGE 4 2. INFORMATION FOR TASK B 2A. INTRODUCTION TO JOYFUL WILD’S MARKETING In its early days, Joyful Wild grew quickly thanks to word of mouth. The company’s founder, Alex Lee, is well respected in the Australian hiking community. Alex’s hiker friends were impressed by Joyful Wild’s commitment to sustainability and were quick to recommend the brand to their friends and family. As a result, the company was able to gain its initial customers with a limited amount of marketing. Over the last 18 months, the company has put effort into building its email marketing list. Joyful Wild now has over 10,000 email subscribers. The brand has also made an effort to establish and build its social media presence. Joyful Wild now has: • An Instagram account with 15,000 followers • A YouTube account with 800 subscribers • A Facebook account with 3,000 followers 2B. OMNICHANNEL MARKETING BRIEF Mackensie, the Marketing Director at Joyful Wild, has provided you with a campaign brief for the omnichannel marketing campaign the brand wishes to run. The brief you have received is as detailed below. JOYFUL WILD OMNICHANNEL MARKETING CAMPAIGN BRIEF INTRODUCTION Joyful Wild would like to run a campaign called “The Flag Marks the Spot”. Just like how explorers used to head to the top of mountains and plant a flag, we want people to mark where their favourite outdoor spots are. We want people to share some of the amazing outdoor places they love spending time at. This campaign will encourage people to take photos with a customised flag. People will be able to get their own, personalised flag design by filling out a form on the Joyful Wild website. The flag design will be provided as an A4 PDF. People will have the choice of either printing out their design and turning it into a physical flag (made from recyclable paper) or displaying the flag on their phones. Once people have taken a photo with their flag at one of their favourite outdoor locations, they can tag the photo on Instagram with the hashtag #TheJoyfulFlag to 10931NAT DIPLOMA OF DIGITAL MARKETING NAT10931001 CONDUCT OMNICHANNEL MARKETING: CASE STUDY INFORMATION NAT10931001: CASE STUDY INFORMATION | v22.0 | PAGE 5 enter a competition. The top five entries will receive win over $1,000 worth of outdoor gear from Joyful Wild. CAMPAIGN APPROACH We would like the competition to be promoted in print magazines aimed at outdoor audiences as well as via social media ads, particularly Instagram ads. People sign up to receive their personalised flag via the Joyful Wild website. To enter the competition, people need to take a photo with their flag, upload their photo to Instagram with the hashtag #TheJoyfulFlag and complete a form on the Joyful Wild website. TARGET AUDIENCE We want to capture the attention of city dwellers aged 25 and 40. These people mostly live in Sydney, Melbourne, and Brisbane. With the recent lockdowns due to COVID-19, these people are itching to make the most of getting away and exploring the great outdoors. Most of our customers have above-average income and want quality outdoor gear that will last. They’re concerned about climate change and the environment. They are willing to pay more for quality, sustainable outdoor gear. OTHER INFORMATION The campaign needs to launch within three weeks and run over a four-week period. Joyful Wild has $10,000 that can be spent towards the campaign. This budget can cover the production of content, setting up campaign tracking, purchasing advertising as well as any new technologies required for the campaign, such as new software. The landing page and program for generating the personalised flags have already been set up by our website team. We want the campaign to make more people aware of the Joyful Wild brand. We also want to attract new people into our database (as captured when people sign up to receive their flag) and achieve as many competition entries as possible. 2C. ADDITIONAL INFORMATION You have met with other members at Buck Media to discuss Joyful Wild’s marketing. You have taken note of the following information and suggestions they have made: 10931NAT DIPLOMA OF DIGITAL MARKETING NAT10931001 CONDUCT OMNICHANNEL MARKETING: CASE STUDY INFORMATION NAT10931001: CASE STUDY INFORMATION | v22.0 | PAGE 6 • They have recommended you make a map that shows the journey across different touchpoints – that is, how people will go from seeing a print ad, social media ad or email campaign to signing up to receive their flag, to entering the competition. • They have recommended you include a QR code in the print ad. When people scan this QR code, it can open up the landing page that people can use to receive a flag. • There are three outdoor magazines that best suit the target audience and for which an ad could be organised in alignment with the campaign’s deadlines. The cost of this advertising would be $6,000. The same print ad can run across all magazines. The estimated reach of this advertising is 45,000. • Analytics specialists at Buck Media can assist with setting up tracking for the campaign. • They have mentioned that Joyful Wild uses Google Analytics and HubSpot, so campaign tracking should consider these two platforms. • A social media specialist has recommended a budget of $4,000 for Instagram advertising. They have estimated this could generate 750 flag downloads and 400,000 impressions. • No budget is needed for producing creative assets. Joyful Wild has a retainer with Buck Media for copywriting and design services, which can be used for creating copy, images and other creative materials for the campaign. 10931NAT DIPLOMA OF DIGITAL MARKETING NAT10931001 CONDUCT OMNICHANNEL MARKETING: CASE STUDY INFORMATION NAT10931001: CASE STUDY INFORMATION | v22.0 | PAGE 7 3. INFORMATION FOR TASK C 3A. FURTHER INFORMATION ABOUT THE CAMPAIGN You have held further discussions about the campaign with various people and taken the following notes: • A social media specialist at Buck Media has recommended you create four different Instagram ads that can be tested against each other. Images have a big impact on the effectiveness of ads, so they have suggested you use four different images/sets of images. • An email marketing specialist has recommended that you create three different emails to promote the campaign: o One announcing the launch of the competition o One reminding people to get their flag and go exploring o One giving a ‘last chance’ reminder to enter the competition • Mackensie has recommended you look at the content of other outdoor brands. This will help to give you ideas about what content Joyful Wild’s target audience will most likely enjoy. Mackensie has recommended you look at some