|Topic||Digital Marketing Final Report|
|Sources / references||7|
|Description / paper instructions
THESE ARE NOT THE FULL INSTRUCTIONS!!!!
THE INSTRUCTIONS ARE IN THE WORD DOCUMENT CALLED ”INSTRUCTIONS”.
PLEASE READ THE FULL INSTRUCTIONS IN THE WORD DOC so you know what I am talking about.
What I am writing below is further explanation and some tips. (read ”instructions” before continuing)
2nd part of the project: How to target them accurately?
The report should be 7 pages but if you have to write more tell me. I counted the 2 buyers personas as 2 pages. so the rest should be 4 to 5 pages.
YouareconsultingforVeggie Deli,avegetarianrestaurantinMarbella,thathas asked you to design a campaign targeting English-speakingresidentsintheMalaga province in order to increase buzz and top-of-mind. Theyarealreadydoingagoodjobattractinglocalnativesand theybelieve itwouldbeagoodopportunitytoexpandtheircustomerbasethrough thisparticulargroup.ShowinghigherAverageOrderTickets,andlonger CustomerLifetimeValues, thisnew audiencelacksgeneralawarenessoftherestaurant.
Inordertoadequatelytargetthegroup,youwillfirstneedtodefineaPrimaryBuyerPersona and a Secondary Buyer Persona,both of which should represent the two mostvaluablesegment of customers. BuyerPersonashelpcompaniesempathizewithparticularlyhigh-value consumersin order to producecontentandpromotionsthatattract, seduce, andconvertthemintoloyalcustomers.Byknowingwhotheyare;howtheybehave,whattheylike,andhowtheyfeel,yourorganizationwillbebetterequippedtoidentifythesehighlyvaluablecostumersoutofthemassofonlineconsumersandtargetthemappropriately.
Asthisrestaurant’smarketingconsultantyouaregivenalistofmoreor less than600English–speakingcustomerswhovisitedtherestaurantlastyear.Incompleteasitis, youmayonlyconsiderthisdata-setforthejob. Sievethroughthenumbers, findpatterns,andhypothesizeabout what does it all mean. Onceyouhavelockedinaspecificarchetype, conductashortresearchtoproducerelatableBuyer Personas.
2nd Part of the report (After Finding the Primary Buyer Persona, Create ads, SEO, SEM to target it).
Now that you have a Customer Journey Map and defined the Buyer Personas, you must engage in creating an Awareness Campaign for this restaurant with the objective of getting the restaurant known to the target audience.
For this purpose, you will be asked to create mock-ups of actual digital ads that may be appealing to the Buyer Personas defined in the previous exercise. After researching to build a realistic Buyer Persona, you should have an understanding of what makes them tick and would be able to generate ads that speak to them and make them click.
Thus, here are the deliverables you should include:
You can find inspiration here https://buzzsumo.com/blog/most-shared-headlines-study/ and here https://buffer.com/resources/the-most-popular-words-in-most-viral-headlines
Make screenshots of your ads and paste them in your Final Report. Please comment on your choices and briefly explain how your campaign will garner the necessary awareness this restaurant needs.