Digital Marketing Plan template, Schemes and Mind Maps of Marketing

Download Digital Marketing Plan template and more Schemes and Mind Maps Marketing in PDF only on Docsity! Digital Marketing Plan Template Digital Marketing Plan Template | Kotler Impact, Inc. Page 1 I. Planning the Platform Brand Purpose MyMilk favors long-term development over short-term profit—a commitment to nurture and build lasting relationships. We develop innovative products grounded on nutrition, safety, and high quality. We formulate milk you will want to own. Background Information  Basic requirements for management and employees include proper conduct and ethical values.  They recognize the fact that consumers have the right to know information regarding the product they buy and the company behind the brand. Target Audience Moms who juggle work with rearing a child and believe a well-nourished child can be raised despite the physical demands of a thriving career. They’re smart moms guilty of not being able to spend the proverbial “quality time” with their babies, so they work hard at researching and finding out what’s best for them.  Age: 25-35  Occupation: Professional and working moms  Socio-Economic Class: A, B, and upper-C  Income Bracket: $100,000 – $150,000 Consumer Profile Maggie works as Editor-in-Chief of MultiSport US, a glossy magazine focused on the “swim- bike-run” sport (triathlon). On the side, she does content marketing work for such sport brands as Rudy Project, Adidas Body (a body-care line), and Monster Energy Drink. Overall, she earns no less than $100,000 per annum. Schooled in the US with a Sports Science degree, her penchant for everything healthy and active is seen in the food she eats, the sporting events she joins, and the advocacy she leads— backyard gardening: grow your own food. In her early thirties and a single mom to a 9-month-old boy, her day starts with making sure everything her son needs is well taken care of—from milk to nappies, vitamins to bath time, other necessities—and some last-minute instructions are made clear to her nanny. Digital Marketing Plan Template Digital Marketing Plan Template | Kotler Impact, Inc. Page 2 Pressed for time, she checks out morning news on her iPhone on the way to work (she’s uncomfortable driving, so she employs a personal driver). She’d pull over at Starbucks for her favorite blend, then, starts the daily grind on her iMac in the office—working on the next issue’s mock-ups, fillers and some writing/editing stuff. The next couple of hours she spends looking through posts on Facebook, Twitter, and some blogs and products she reviews, and then meets with her editorial team an hour before lunch. Vegie salad topped with chicken fillet, and a glass of tomato juice makes her smile at lunch time. She heads out straight to meetings and photo-shoots until about 4pm and keeps up with her staff on Slack (on the go) issuing tasks, approving drafts, and corresponding to emails in between times. She goes back to the office for some quick fixes before she heads out again to advertisers’ events for some socialization, media interviews, and the like. On weekends, she buys groceries at a nearby supermarket for her son, checks in at the adjoining bookstore for some nice reads and new titles, spends the whole afternoon either strolling or window-shopping with her son, then goes straight to mom’s home for dinner, who joins them for the next morning’s Sunday mass. (Note: Customer Avatar template is from DigitalMarketer.com) Digital Marketing Plan Template Digital Marketing Plan Template | Kotler Impact, Inc. Page 5 Blogs (mom- bloggers, baby care pros, academic experts, etc.) Each week (for 6 weeks), one FB issue will be resolved by a straight answer from the featured mom-blogger, baby-care pro, or academic expert through his/her blog (a link is posted on FB). Participant-moms sharing the correct answer-choices get the “Informed Mom” badge (via tagging) on Facebook. NOTE: There will be no brand mention in favor of MyMilk (until the “brand reveal” and campaign microsite is launched). Badge Mockup: Twitter (#KRFR Hashtag Campaign) A parallel hashtag campaign, i.e. #KRFR (#KnowRightFeedRight) seeking to build opinions among moms on how/what to feed their babies, so they avoid feeding issues and grow healthier. This will announce the weekly issue resolution and will further drive traffic to the FB page and featured blog for the ensuing week’s set of baby care issues (until the 8th and final week). Program Microsite (www.informed momschoice.ph) On the 6th and final week, the synchronized social media conversations will reveal the brand behind it and the “MyMilk: The Informed Mom’s Choice” campaign will be introduced through to the 14th week (3rd month). It will have a microsite (to be launched simultaneously on Facebook, Twitter and the participating blogs), highlighting a Whitepaper study, i.e. “5 Misconceptions About Child Nourishment” (downloadable in PDF)— summarizing expert advices/inputs from the featured mom-bloggers, baby care pros, and academic experts earlier posted on FB and their blogs. Digital Marketing Plan Template Digital Marketing Plan Template | Kotler Impact, Inc. Page 6 eNewsletter (Autoresponder Series) An opt-in page (on the microsite) to sign up readers for a six-week autoresponder series; highlighting how-tos, tips & tricks, industry reports, testimonials, etc. to educate readers and encourage them to act positively, take a stand and echo their learnings to their closest friends and family. Landing Page A live link (on autoresponders) pushing readers to a landing page introducing the unique care and nutritional qualities of MyMilk, with call-to- action directing interested moms (warm leads) to a discount coupon, which they can redeem at their favorite supermarkets (for trial usage). Facebook Group A “stay-in-touch” program to engage trial users to an active forum (trial feedback) via Facebook Group, e.g. “Informed Moms” on which they can share their experience about using MyMilk with other interested moms—how it affects their bonds with their babies, and noticeable improvements (if any). MyMilk Blog (“MyMilk Informed Moms”) A Blog site designed to give happy MyMilk consumers value-based information on the right formula milk for their kids as they grow older (nutritional requirements of babies vary depending on age). It will provide priority invites to mom-baby events (online/offline), discount coupons to premium MyMilk variants (upselling), video interviews with a featured baby care professional (pediatrician), especially for expectant mothers, and the like. Mobile App (MyMilky Alert) Distributed as a “freemium” among existing consumers to provide access to tips & tricks, how-tos, etc. (on the go)—with an app enabling moms to view/interact with their babies in real-time while at work or functions. (No app development necessary as there’s a subscription-based mobile app creator (mobileroadie.com), which can be white-labeled after the brand ($99/month).) Digital Marketing Plan Template Digital Marketing Plan Template | Kotler Impact, Inc. Page 7 Customer Journey Map “My baby almost always gets colic pain after feeding”    (her Facebook status message reads). Googles up for help and discovers a “mom-baby” forum site with ongoing discussions. Clicks a live link to a “mom-blog” with the 5-Step Guide to Proper Baby Feeding. Reads up blog and exchanges concerns with more experienced moms and the blogger (a pediatrician) on causes of colic pain; “likes” a baby-care Faceboook fan page to keep up with real-time conversations (even on the go on her iPhone). Learns that colic pain is primarily caused by lactose- intolerance among babies (on the Facebook Newsfeed), clicks a live link to a lactose-free milk brand’s landing page and avails of a discount coupon for trial usage. “Now colic-free, baby Gio gets longer, uninterrupted sleep. Thanks to my new milk brand!” (her updated FB status message reads. She gets an invite to the milk brand’s exclusive mobile app to stay in the loop on more tips & tricks about baby care and proper feeding (even on the go). Opts in for the milk brand’s own Blog for networking with / helping moms with similar needs; keeping abreast with more, latest information. (1) NEED TRIGGER (2) EXPLORE/RESEARCH (3) DECIDING/SHOPPING (4) PREPARING FOR CONSUMPTION (5) CONSUMPTION (6) POST-CONSUMPTION