Reference no: EM133563642
Digital Marketing Plan Template
1. Background
2. Problem and Opportunity
• Problem - define what you you have found in development of your CJM.
• Key take away from SWOT Analysis
• Key takeways from competitive analysis
• Opportunities - touch on what opportunities you can infer from this.
3. Goals
• Client's goal(s).
• SMART Objective: e.g. increase X by X by DATE.
4. Customer persona
5. Strategy
• A statement (1-2 lines) that explains how you will achieve your objectives. You then go into more detail in following paragraphs.
6. Tactics and Channels
• Your recommendations and why.
• What media will you use to communicate your key messages to you target publics and audiences? Must be appropriate to the audiences.
• What innovations can you implement?
• What specific tactics will you use to implement your strategy and achieve your goal(s)?
o Includethree(3)recommendationsofneworimproveddigitalassets.
7. evaluation and modification
• What methods will you use to help you frame your campaign, modify it to ensure you are meeting your objectives and evaluate for the future?
Development of a digital asset
• Your task is to develop a customer journey map for the assigned organisation and issues (see Client Brief below) and from there, a brief content plan that improves the customer journey, including website structure and high-level content overview.
• Please be mindful that this is a hypothetical Client and any real organisations with a similar name or brand should not be contacted. Direct any questions about the Client Brief to your Tutor in the first instance.
• Students will prepare a comprehensive customer journey map and a website content plan for the Food Technology Facility.
• The Customer Journey Map (incorporating digital assets such as the website and social media pages) will incorporate:
The Client's goal or commercial objective. Customer persona (1).
Customer touchpoints.
A diagram that maps the current customer journey state: touchpoints, actions, channels.
• The Brief Content Plan will incorporate, for every page of its future website:
5. Headings, Sub-headings, Primary Calls-to-Action.
6. Brief description of the content that users would find useful in their experience with
the website.
7. Website structure, downloadable resources/content, integrations with social media.
The Client Brief: Food Technology Facility
Similar to the Cornell Food Venture Center, the Food Technology Facility is an important player in the Open Innovation space for food and beverages; however, it is a new venture and the only one in Western Australia, and funded by both the State and Federal governments, it is tasked to improve the food industry in Western Australia. Below is an excerpt of their plan.
Our Vision.
The Food Technology Facility Project will create an environment for food innovation and deliver pathways for local businesses to commercialise new and improved food products.
Our Customers.
In its first three years of operation, the FTF will pursue Western Australian business growth in the packaged food and beverage sector. We will focus on four distinct customer categories:
1. Companies already "on the journey" but considered micro-scale, for example, a home- based business that sells at farmers markets, a company that utilises a dark kitchen and sells via direct-to-consumer internet sales.
2. Emerging to mature food companies seeking new product extension support via utilisation of the FTF, thereby enhancing their in-house R&D product development capability.
3. Farmers who wish to participate more in the value chain of the "ingredients" they grow and
4. Entrepreneurs who desire to enter the food sector.
Our Approach.
We will win by providing each customer with exceptional and differentiated service to become a mentor-partner to them and help to de-risk commercial scale up.
This service offering and mentoring approach will give a micro-food business the knowledge, skills and access to equipment to become a successful small business selling products at scale. It will effectively de-risk the decision to grow by offering affordable access to millions of dollars of infrastructure and associated expertise. It will help new entrants to the industry to de-risk their exploration of how they wish to succeed in the food and beverage sector.
It will allow a business already in its factory to extend its in-house R&D capacity by giving them access to knowledge, equipment, and space to develop new products without distracting them from their core business and day-to-day operations. By accessing the FTF, a company can increase the scale of their R&D capability without a costly overhead.
Common to all customer segments is the offering of know-how, equipment, and physical facility that offers best-practice solutions for product development and commercialisation. The FTF understands that it is NOT a DIY food factory as our public offering is an end-to-end solution that begins with product development and ends with repeat sales of small-batch commercial quantities.
Our Location.
The home of the FTF is in regional Western Australia, and we will be responsive to the local context, within a national platform of government support to the food R&D infrastructure. Our key strategic imperatives, relevant to the WA context, are to:
• add value to the State's significant grain exports
• underpin the science needs for shelf life given our geographic remoteness from
major food markets, and
• support the creation of new food businesses establishing local production of high
value premium products.
Our location benefits from proximity to the Murdoch university research and teaching capabilities located in the Peel Shire. Where possible our clients will seek and gain a benefit from this proximity to differentiate their product offer. The FIPWA precinct provides benefits of colocation with complementary service offerings.
Our core capabilities for success.
We will operate a 1,000-sqm commercial, quality assured, safe food factory operating in three bays, each with a configurable space and equipment and a packaging line. The capacity of each configurable space will be around 1 metric tonne per shift. This will be a full-service facility with technical staff to operate the equipment and optimise production.
The FTF needs to competently manage a pipeline of future clients to use the FTF services. This will be achieved through client attraction processes and through training which with in depth support for our future clients as they work from concept to idea, to product and successful brand.
The FTF will also leverage the close partnership with Murdoch University to use the test kitchen and panel tasting for initial product development and product evaluation (sensory and biological) and access the FIPWA network of related and essential services, including marketing, distribution and logistics.
The FTF will seek to enhance the ideas and creativity of its clients by ensuring they have updated process knowledge, quality assurance understanding, consumer insights, and innovation process tools and strategies.
The FTF plans to evolve and invest in the equipment offerings based on client needs and investment appetite.
The FTF must manage successful clients to exit the supported environment and enter their own manufacturing operations and production sites. We will support this with production and quality assurance training, hands on experience in the FTF, and engineering support for independent operations at a viable and cost managed transition to their own operations.
Our Sales & Marketing Approach.
In its first three years of operation, the FTF will single-mindedly pursue Western Australian business growth in the packaged food and beverage sector. We will focus on five distinct customer categories:
1. Companies already "on the journey" but considered micro-scale, for example, a home-based business that sells at farmers markets, a company that utilises a dark kitchen and sells via direct- to-consumer internet sales.
2. Emerging to mature food companies seeking new product extension support via utilisation of the FTF, thereby enhancing their in-house R&D product development capability.
3. Farmers who wish to participate more in the value chain of the "ingredients" they grow and 4. Entrepreneurs who desire to enter the food sector.
Each sub-market will have a bespoke marketing strategy and ongoing communication effort.
FTF Brand Name
The Food Technology Facility, or FTF, is the common-user facility's placeholder name. It has been, by default, used in all correspondence thus far. While there has yet to be a consensus on what to call it, there is broad agreement that the FTF is neither descriptive nor memorable. Unfortunately, there is significant brand confusion between the various identities that are tenants and stakeholders of the Food Innovation Precinct WA (FIPWA).
As part of the marketing program, we will undertake a formal branding exercise in partnership with the marketing team of the Future Food Systems CRC to arrive at a suitable name and tagline. The same small working group may also commission the creation of a logo and branding treatment that will distinguish the operations of the FTF from other activities within the Precinct.
FTF Marketing and Communications
The FTF will employ a content and event-based (virtual and IRL) marketing strategy to reach and entice the four identified sub-markets. We will "go to where they are" and develop compelling content and programming to "draw them to us".
We will develop bespoke web content and place that material within a standalone FTF website, with links from the stakeholder websites: DPIRD, Murdoch University, Future Food Systems CRC and FIPWA, and occasionally promotion through Development WA and JTSI. We will cost- effectively grow a social media presence on LinkedIn and relevant Facebook /Instagram accounts such as the WA Food & Beverage Network. In each location, we will include a call to action and direct linking into our CRM application (built within SalesForce through Future Food Systems CRC).
The CRM will include tracking and automation features to maximise touch points with potential customers as well as the capacity to evaluate the efficacy of various paid advertising campaigns - in print and online.
In association with three national food manufacturing magazines1 (and their associated organisations and conferences), we will develop additional bespoke editorial and advertising content that will also track to their social media channels. The magazine and content campaign will target the initial 12-month period from September ‘23. This campaign will be physical and online and will include the development of a physical 4-page brochure.
We will build a separate communications program for the official launch of the Facility proposed to be Friday morning, 23rd Feb 2024, as the concluding event of the "For Food's Sake" annual conference for the Future Food Systems CRC. A follow up calendar will propose other useful events for similar promotional opportunities.
We will develop a one-day travelling workshop focusing on end-to-end new product development (from ideation to repeat orders). The workshop will be presented in regional WA, partnering with the Development Commissions for local promotion. The seminar may also align with the various regional agricultural and food shows in regions requiring greater travel time allocation. Initial targeting will include Great Southern, Mid-West, South-West, Peel and Kimberley.
DPIRD have significant marketing resources including a database of existing businesses that promotional material can be sent to.
We will develop and deliver a monthly e-newsletter and automated communications triggered when somebody joins the mailing list.
We will cast the net wide and repeatedly with generalised content and targeted materials for each identified audience. Ultimately, however, leads will convert to sales via a consultative and technical selling cycle led by the Managing Director, Mr Stuart Johnson, and staff with technical expertise.
Attachment:- Development of a digital asset.rar