Scenario Overview :

The Sinclair Verde Lamp Company is an in-store furniture retailer based in Phoenix, Arizona. What makes their company unique is that they are committed to reducing waste by transforming unwanted products into lamps in a process known as  “upcycling.” A portion of each sale they make is donated to non-profit environmental support groups.  

Recently, the company created an online store. Their overall goals for their online store are to create awareness of their brand and drive visits to their physical store. 

To help achieve their goal, they’ve enlisted the help of Good Mercury Marketing—a digital marketing and e-commerce agency where you work as an entry-level employee—to create a digital marketing strategy plan. 

Digital Marketing Strategy

The key details of the plan are listed in the table below:

Business Objective

Good Mercury Marketing will launch advertisements and create posts for Sinclair Verde Lamp Company’s products on social media to improve brand awareness. They will also optimize their product listings on Google Shopping to improve sales.

Customer persona 

Tanya Ricoma is a 36-year-old mother of two who lives in San Francisco, California. She cares about environmental issues like recycling and waste reduction. Tanya's hobbies include interior decorating and collecting creative art on a budget.

Target Market

Sinclair Verde Lamp Company targets customers between the ages of 30 and 55 in the United States and Canada. These individuals care about home decor and style. Social media activity has increased amongst these individuals during the start of the global pandemic.

Total Spending Budget

$ 1000 per Month

Tools

X

YouTube

Email

Google Ads

Google Shopping

Google Analytics

Shopify

KPIs

Lead conversion percentage

Number of new customers

Metrics to observe

Share rate

Key post or hashtag reach

Link clicks

Desired outcome

Create three times the amount of first time online buyers as the percentage of in-store first time buyers. 

INSTRUCTION:

you will review a scenario and create a mock internal marketing proposal to increase brand awareness.  

SCENARIO:

Your team at Good Mercury Marketing is beginning preliminary work to increase brand awareness for the Sinclair Verde Lamp Company and has gathered information on your prospective demographic audience: adults between the ages of 42 and 57.

The team has asked you, an entry-level digital marketer, to create an internal marketing proposal focused on increasing brand awareness among your target audience. This proposal will be shared internally, meaning it will only be shared with your team in order to decide if it is a good option to increase brand awareness for your client. 

To create your internal marketing proposal, you will consider the budget, timeline, and supporting data.

 Internal marketing proposal document:

explanation:

Let’s review each section of the internal marketing proposal:

Step 1: Select up to two marketing strategies and explain

Summary: The strategies social media marketing and video marketing are selected and an explanation is given about what key facts lead to selecting these strategies. 

Step 2: Select one content bucket

Summary: In this section, the inspirational content bucket was selected. The explanation connects the strong brand message to its potential customers. The explanation also includes where the advertisements will appear and why.

TASK 2:

Adjust your campaign keywords

SENARIO:

After much consideration, your marketing team at Good Mercury decides to implement several different campaigns for the Sinclair Verde Lamp Company, including a Google Ads Search campaign. As a reminder, Search campaigns are text ads that appear on Google Search results that let you reach people while they’re searching for the products or services you offer.

The Search ads for your campaign features text that explains the company’s mission of reducing waste. However, there’s a problem: this particular campaign was launched 30 days ago and hasn’t had much success yet. 

The Search ad campaign works on a cost per click (CPC) bid strategy. As a reminder, CPC is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. 

The problem is that over 90% of viewers are not clicking on the ads.

To increase the click rate, your team asks you to adjust the specific topics and keywords associated with your ad campaign. Research conducted by your team indicates that updating topics and keywords may increase clicks by as much as 20%.

Keyword adjustment document:

Task 3:

Create a marketing report presentation

SENARIO:

Over a year has passed since the Sinclair Verde Lamp Company became a client of your agency, Good Mercury Marketing. At the end of each year, your team presents their progress to the client in a marketing presentation. These presentations detail what went well over the last year as well as what improvements are needed. Creating and conducting presentations are a great way to examine the impact of strategic marketing initiatives and long-term projects and communicate findings to clients, stakeholders, and other people important to your campaign. 

You have been asked to create this year’s marketing report presentation for the Sinclair Verde Lamp Company.  You will base your findings on data collected from Google Analytics.

Your presentation will include monthly social media data as well as total traffic data. It will also include holiday marketing season data, since your agency is entering into its second consecutive year handling marketing duties for the client.  

COMPLETE PROJECT PRESENTATION PPT FILE: