Digital Marketing I: Running One Campaign
Draft: Neither the schedule nor the content has been decided. The sessions may change.
As the person in charge, you receive a goal and a budget from a client, run one campaign on one channel (a place where you reach customers, such as social media or search), and report the results, once from start to finish. The client is the owner of a small local shop or a manager in your company. You decide whom to reach and with what, turn the goal into numbers you can measure, write posts and ad copy, and compare the numbers with the goal to choose your next move. How to label advertising, and what claims you may make, are covered in the session where you write posts. Finally, you put together a plan and a results report for the client.
01Part 1: Taking the brief and deciding whom to reach with what
Session 1Receiving the brief
Session 2Whom to reach with what: customers and the value proposition
Session 3Picturing one customer and tracing their path: personas and the customer journey
Session 4Turning the client's goal into numbers you can measure
Session 5Choosing one channel within the budget
02Part 2: Making it and proposing it
Session 6Writing in the client's voice
Session 7Writing posts and ad copy: labeling ads and what you may claim
Session 8Deciding on one page before you make it: the creative brief
Session 9Midterm: proposing the plan to the client
03Part 3: Measuring, adjusting and reporting
Session 10Reading the numbers: impressions, click-through and purchase rates
Session 11Comparing results with the goal
Session 12Changing one thing and trying again
Session 13Numbers you looked up and numbers you assumed
Session 14Building the report for the client
Session 15Final presentation: reporting to the client