Case: C1 | Complete the marketing plan

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Now, what’s the plan?

19-08-2024 297 views 0

C1 | Complete the marketing plan

In this assignment, you will create an Influencer Marketing Plan based on the market sector you selected in Assignment B2.

This is essential for ensuring that your plan is realistic and targeted.

Your plan doesn’t have to be lengthy, but it should be concise and well-researched. Some of the parameters are already provided for you (marked as ‘Given’), and these will serve as the foundation for your plan. The rest of the questions are for you to answer (marked as ‘Student’). Don’t forget to conduct thorough research and look at examples online to inspire your plan.

You will build your plan based on the following given parameters and your own research. Remember to apply everything to the specific market sector you selected in Assignment B2.

Also, make sure to refer back to Assignment B1 where you learned about various parameters and metrics related to Influencer marketing. This will help guide you in making informed decisions.

Given Parameters:

Business or commercial directive
Given: Increase customer base in the selected key market sector.
Marketing strategy
Given: Increasing brand awareness among the target audience within the chosen market sector.

Questions to Answer:

Target audience
Student: Who do you want to reach? Be specific and mention relevant demographics.
Specific targets
Student: What specific target(s) should be met within your chosen market sector, such as reach, audience engagement (likes, comments, shares), or audience growth (e.g., Instagram followers increase by 10,000 after the campaign)? Please be specific and set measurable goal(s).
Marketing approach
Student: What marketing techniques do you propose to use within this market sector? Be specific so that someone else can clearly understand what you plan to implement. For example, if you want to use an influencer, be clear about whether it is a nano-, micro-, or macro-influencer. Optional: Will you support the influencer campaign with other marketing techniques? If so, explain which ones.
Platform selection
Student: Which platforms do you think are necessary to achieve your set goals within this market sector? The more specific you can be in naming and describing these platforms, the better.
Measuring success
Student: How will you monitor whether your set goals are being achieved in this market sector? Describe the methods and tools you will use to track progress.
Influencer expectations
Student: What do you expect from the influencer? Create a list of at least 5 and up to 9 criteria that the influencer should meet, specifically tailored to the chosen market sector.
(Optional) Specific influencer or media personality
Student: Do you have a specific influencer or media personality in mind that you believe would be a great fit for the market sector you have chosen? If so, please explain why.

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Assignments for students

You will create an Influencer Marketing Plan based on the market sector you selected in Assignment B2.

What to do?

Go to the “Core” section
Click on “Core” to open the form.
Complete the form
You will see text fields in the form. Use these fields to complete your Influencer Marketing Plan. Answer the questions based on the market sector you chose in Assignment B2.
Focus on these sections
- Target audience: Be specific and mention relevant demographics.
- Specific targets: Set measurable goals.
- Marketing approach: Describe the techniques you will use.
- Platform selection: Choose the platforms you need.
- Measuring success: Explain how you will track progress.
- Influencer expectations: List 3-5 criteria for the influencer.
- (Optional) Specific influencer: Name an influencer or media personality if you have one in mind.
Submit your plan
Once you have filled in all the fields, review your answers, and then submit your plan through the form.

Criteria

1. Relevancy / allignment given business directive

Pass:The objectives in the plan are relevant to the chosen market sector and align with the given business directive.
Merit/Distinction: The objectives are not only relevant but also show a deep understanding of the market sector. The student has articulated how each objective directly contributes to the success of the plan and has provided a clear rationale for their choices.

2. Specific description of target audience and at least one demographic

Pass: The target audience is clearly identified, and at least one demographic (e.g., age, gender, location) is specified.
Merit/Distinction: The target audience is described in detail, with multiple demographics and psychographics considered. The student has provided insights into the audience’s behavior, preferences, and how these will influence the marketing strategy.

Core assignments for students

Discover whether you master the essence of this case by completing the corresponding core assignments. If necessary, you can share your answers with your teacher or supervisor.

C1 | Complete the marketing plan

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Are you responding on own behalf or on behalf of a group (of students)?*

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Enter the first and last names of all group members

1. Target audience | Case: a company in your selected market sector, desires to increase its customer base. Therefore, brand awareness needs to go up in its current key market. Now, describe the target audience.*

Who do you want to reach? Be specific and mention relevant demographics.

2. Specific target(s) | Okay, brand awareness needs to go up. How can this be measured, keeping the influencer’s role in mind?*

What specific target(s) should be met within your chosen market sector? Be specific and set measurable goal(s).

3. Marketing approach | So, you consider to make use of influencer(s) to lift the company’s brand awareness, right? Describe what you have in mind.*

What marketing technique(s) do you propose to use within this market sector? Be specific and include details about the type of influencers you will use and any supporting marketing techniques.

4. Platform(s) selection | Which platforms do you think are necessary to achieve your set goals within this market sector?*

The more specific you can be in naming and describing these platforms, the better.

5. Measuring success | How will you monitor whether your set goals are being achieved?*

Describe the methods, tools and/or parameters you will use to track progress.

6. Influencer expectations | What do you expect from the influencer?*

Create a list of at least 3 and up to 5 criteria that the influencer should meet, specifically tailored to the chosen market sector.

7. (Optional) Specific influencer or media personality | Do you have a specific influencer or media personality in mind that you believe would be a great fit for the market sector you have chosen?

If so, please explain why:

Assessment Criteria | Relevancy / allignment given business directive

Do you think your work meets the following criteria? (Check what applies)

Pass - The objectives in the plan are relevant to the chosen market sector and align with the given business directive.

Merit/Distinction - The student has articulated how each objective directly contributes to the success of the plan and has provided a clear rationale for their choices.

Assessment Criteria | Description target audience

Do you think your work meets the following criteria? (Check what applies)

Pass - The target audience is clearly identified, and at least one demographic (e.g., age, gender, location) is specified.

Merit/Distinction - The target audience is described in detail, with multiple demographics and psychographics considered. The student has provided insights into the audience's behavior, preferences, and how these will influence the marketing strategy.

Do you want to add any other information, relevant relevant to this assignment? If so, keep it short.

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Case method | Cooperative learning

Concrete, realistic situations are individually analysed; afterwards, the resulting vision is presented and discussed in the group.
The individual’s vision is reappraised after seeking additional information. The different visions are selected and appraised.

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Edvard Spaapen

Editor of content during development stage