Here is a breakdown of the activities for the group project:
GOOGLE ADWORDS
| PROPOSAL5 Pts
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Single-spaced, hard copy PROPOSAL(150-200 words) to briefly, but specifically, summarize the primary strategies to be used to drive traffic to your client’s site. You should make a hypothesis on the success of the campaign. |
| EVIDENCE OF TESTING/OPTIMIZATION5 Pts
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Optimize your campaign during the campaign window via sufficient ad testing, keyword modification, changing of bids, etc. using Google AdWords. You need to be optimizing as much as possible and screen shots and changes to CTRs and CPCs should be presented.Note: Overall optimization efforts is assessed via the information presented in your campaign summary write-up and the evidence of frequent optimization. Daily optimization will score higher than less frequent evidence of optimization.
150-200 words – in bullet form to support your screen shots. |
| CONCLUSION / RECOMMENDATIONS5 Pts
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Hint: Single-space write up (350-500 words) outlining the above information. Key Metrics you should take into account Clicks, Impressions. CTR, Avg. CPC
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| PROPOSAL5 Pts
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Single-spaced, hard copy PROPOSAL (150-200 words) to briefly, but specifically, summarize the primary strategies to be used to collect email addresses for your email marketing campaign. You should make a hypothesis on the success of the campaign. Questions to consider: How do you propose to grow or create your clients email opt-in list? Will it be via a subscribe widget on the website, do they have a big enough social presence to? How are their competitors collecting info? |
| EVIDENCE OF TESTING/OPTIMIZATION5 Pts
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Optimize your campaign during the campaign window via sufficient testing of email subject lines, offers, marketing matierials, etc. Test 2 different emails on your test group and discuss results, clickthrough, opens, etc. You should show evidence of at least 2 different emails in your test group and discuss results.
150-200 words – in bullet form to support your screen shots. |
| CONCLUSION / RECOMMENDATIONS5 Pts
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Hint: Single-space write up (350-400 words) outlining the above information. |
CONTENT CALENDAR
| INITIAL CALENDAR
5 Pts |
Write a 150-200 word proposal addressing the below:
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| EVIDENCE OF, and LEARNING FROM TESTING
5 Pts |
Show evidence of testing some elements of your content calendar. This might be a blog or Facebook post.
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| CONNECTIONS TO OTHER ELEMENTS OF THE DIGITAL PLAN andRECOMMMENDATIONS
5 Pts |
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GOOGLE ANALYTICS
| PROPOSAL5 Pts
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Single-spaced, hard copy PROPOSAL (150-200 words) to briefly, but specifically, summarize the primary elements you intend to measure. Understanding your clients business and will give you the ability to identify which goals are most important to them. You should make a hypothesis on the success of the campaign. Questions to consider: How will social drive website traffic? How will you identify which channels drove traffic to the web property? |
| EVIDENCE OF TESTING/OPTIMIZATION5 Pts
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Optimize your campaign during the campaign window via consistent monitoring of analytics. You should provide screenshots for the Google Analytics dashboard and reports you’ve built out. Your snapshots should show peaks and valleys that can be attributed to your marketing activities with annotations. Here are a few reports you might consider implementing –> http://ow.ly/Cxtcq150-200 words – in bullet form to support your screen shots. |
| CONCLUSION / RECOMMENDATIONS5 Pts
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Hint: Single-space write up (350-400 words) outlining the above information. |
HOOTSUITE SCHEDULING
| PROPOSAL 5 Pts
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Single-spaced, hard copy PROPOSAL (150-200 words) to briefly, but specifically, summarize the primary elements.Questions to consider: Why did you choose specific days and times you will schedule your messages for? What tools helped you determine best times to post? |
| EVIDENCE OF TESTING/OPTIMIZATION 5 Pts
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Schedule your campaign (social messages) during the campaign window via HootSuite and show your evidence by including screen shots of the month and list view of your scheduled messages in the HootSuite Publisher calendar. This must also so evidence of shortened links being used, hashtags when necessary on Twitter, and evidence of posting best practices such as images and calls to action. Annotated descriptions of your best practices will contribute as well.
150-200 words – in bullet form to support your screen shots. |
| CONCLUSION / RECOMMENDATIONS 5 Pts
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SOCIAL MEDIA ANALYTICS
ALTERNATE ASSIGNMENT – HOOTSUITE SOCIAL ANALYTICS
| PROPOSAL 5 Pts
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Single-spaced, hard copy PROPOSAL (150-200 words) to briefly, but specifically, summarize the primary elements of what you intend to measure. How do you intend to measure your social activities. You will need to draw parallels of how this will tie to business goals. Questions to consider: Are the goals of the campaign awareness? Engagement? What type of network growth do you expect to see over the campaign period? |
| EVIDENCE OF TESTING/OPTIMIZATION 5 Pts
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Build out a report using HootSuite’s Report Builder to measure your social media activities throughout the campaign window. You will have a number of free modules you can use and have up to 50 points to use to create your report in the report builder. Take screen shots of the live modules and annotate key items and elements you’ve identified as contributing to your goals and that show important results worthwhile of highlighting to your client.
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| CONCLUSION / RECOMMENDATIONS 5 Pts
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Your conclusion and recommendations must present the results of the campaign. What increased or decreased? How did the reach, engagement and amplification of your key messages do? What types of messages do you suggest using for each network? What days and times do you suggest posting to the different channels based on your results?
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