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Project: Get Ready to Market
Make a copy of this Google doc
template or download the PPT template from the resource section of this
project. Make sure to complete each section. When you are ready, save
your file as a PDF and submit it.
Option 1: Imagine that you have
been tasked with creating a campaign for the Magnolia Coffee Company. To
get started you will first read the background provided on the “Get
Started” page.
Option 2: Use your own company’s background and
marketing and sales goals for this year. Where are you currently in the
pursuit of those goals? You will create a campaign in order to get
closer to your marketing goals.
You will be providing your answers in the template for this project to help you get comfortable using slides for presentations.
Step 1: Marketing Plan
Write
a Marketing Plan for your company or the Magnolia Coffee Company that
includes the primary marketing objective and associated KPI. Your
marketing plan should include:
Marketing Overview
Target
Market: In one to two sentences that cover key statistics (provided?)
for your target market. This may include key demographics, age, gender,
income levels, etc.
Ideal Customer Profile: In a sentence or two, clearly identify your ideal customer.
Competitor Profile
Identify
a typical competitor for your business in two to three sentences. It is
best and will be easier to use a real company, but if you cannot
identify an existing competitor you can create a fictional competitor.
You may look to include the marketing mix they use or identify gaps in
marketing strategy or customer engagement. (Identifying more than one
competitor is a standout suggestion).
SMART marketing objective and KPI
In
one or two sentences summarize a key marketing objective. Your
objective may be to increase sales, build brand awareness of your
product or service, or build engagement with online customers using
touchpoints of the customer journey. Since you will not be creating an
actual campaign you can make your marketing objective as lofty as you
like, just remember to make your objective SMART. SMART objectives are:
Specific, Measurable, Achievable, Realistic, and Timebound.
Competitor Analysis
In
a paragraph or two, expand on the previously identified competitor –
including market, market share, value proposition, and at least two of
the following items: product, price, position, size, strengths, threats,
opportunities, and weaknesses.
S.W.O.T. Analysis
Provide two to three bullet points for each of the following: Strengths, Weaknesses, Opportunities, and Threats
Step 2: Customer Persona
Throughout
the course you will be using the customer persona you are creating now
to keep you focused on who your customer is while you are writing
content, building campaigns, and auditing sites.
Create an Empathy
Map To create your customer persona you will first need to interview
potential customers and create an empathy map. As you’ve learned in this
course, an empathy map is used to understand and summarize customer
research. Most empathy maps have four quadrants broken into Thinking,
Seeing, Doing, and Feeling.
Interview Potential Customers You will
be interviewing a minimum of 2-3 potential customers to collect
information for your empathy map. After you interview your potential
customers, you’ll prepare all of the information you gathered onto
sticky notes and place them in one of the four quadrants: Thinking,
Seeing, Doing, and Feeling.
List of potential questions
As
much as possible, list the actual words and phrases your customers say,
the applications they use, and the websites they visit.
Once you have your empathy maps, you’re ready to create a persona.
Construct Customer Persona
The
customer persona is a fictional character that summarizes and
communicates the key characteristics of your target customer. When
creating the persona, you will use the information from the empathy maps
to inform what characteristics your fictional person will have.
To describe your persona, you will use the template provided in the deck. Your target customer persona should include:
At least three demographic data points
At least two psychographic qualities
At least one barrier/pain point
It is a good idea to give your persona a descriptive name and add a picture of what they may look like.
Step 3: Customer Journey Map
Create
a Customer Journey Map to include different stages and touchpoints of
the customer experience along with associated or recommended content
types and channels at each stage.
Identify the Purpose of the
Customer Journey Map – Review your SMART Marketing Objective and KPIs to
help develop your Customer Journey Map – Provide a single sentence on
the purpose of the journey map.
Reflecting on the Empathy Map and
your Target Customer Persona created Step 2, Identify at least three
Customer Stages (sometimes referred to as phases). Make sure that each
stage appears in the correct order in relation to the other identified
stages.
For each stage:
Name the stage of the customer journey (Awareness, Interest, Desire, Action, Post action)
Identify
the marketing goal for the company at this stage of the Customer
Journey (this goal should support the marketing objective)
Describe
at least one touchpoint or milestone your target customer uses to
interact with your company’s product or services at this stage
Describe the most appropriate marketing channel for this stage
Describe
how the Target Customer Persona feels or what you want them to
experience during each identified step and/or touchpoint and why
Determine
any points of friction or resistance your Target Customer Persona has
within the customer experience. Identify at least one potential gap in
marketing to the customer. For the identified gap:
At what stage(s) can customer engagement be better served?
What milestone or step can be added to remedy this?
Step 4: Summary of Marketing Plan and Value Proposition
Now
that you’ve chosen a marketing challenge, you need to articulate the
value proposition for the product you’ve chosen. This will help to
ensure that you and the client are aligned on potential customers,
product/service value, the competitive landscape, and the
differentiator. For this section, you will be using Geoffrey Moore’s
template as a guide to creating your value proposition.
Provide a
snapshot summary of the marketing plan that is easy to read and simple
to follow. Include the product or service being sold from Option 1 or
Option 2.
Create the Value Proposition & Marketing Strategy
aligned with your company’s primary marketing objectives. In 2-3
sentences, identify a specific marketing strategy that Magnolia Coffee
Company can take to help achieve one of the identified KPIs, including
the channel(s) to target, along with the customer persona/touchpoint
being targeted in the customer journey.
Submission
Finally,
be sure to convert your answers document into a PDF and submit it below.
It’s straightforward to convert a Microsoft Word document into a pdf on
a PC or Mac. If you used a Google Doc, in Google Docs, simply click on
File >> Download as…>> and choose pdf.
Rubric
You can reference this project’s rubric to review what your submission should include.
Project Submission Checklist
Before submitting your project, please review and confirm the following items.
I am confident all rubric items have been met and my project will pass as submitted.
The work submitted in this project is entirely my own.
Once you have checked all these items, you are ready to submit!
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