Tory Burch

will conduct an audit of an existing company’s digital marketing strategy.  Based on the learning in this course, students assume the role of marketing consultants to review and analyze a brand’s digital and social media marketing strategy. The students will follow this company throughout the semester; sign-up for e-newsletters, etc. Observations lead to recommendations.  The student’s job is to get to know this company. There are many secondary information sources available on the Web including the firm’s website.

Phase I

The project will be completed in two phases.  Phase I includes assessing the digital and social strategy employed by the company you choose to analyze including the marketing landscape, internal and external variables, development of a SWOT analysis, marketing objectives, content development and distribution strategy, social media channel analysis, website experience, and metrics.

Buyer Persona Development

Describe the ideal target buyer persona for your brand including using these labels:

Persona Name:

Occupation:

Interests:

Buying stage:

Needs:

What problems or pain points do they have to solve?

What do we want them to believe about the brand?  What is the brand value proposition [BVP]?

Brand Story

Describe the company’s brand story and why it is effective, or not.

Watch Simon Sinek’s famous TEDx Talk on Start with Why.  Apply Sinek’s Golden Circle to the brand you chose.  Is there a core story at the heart of this brand?

https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en (Links to an external site.)

Phase II:

Now that has observed, audited and analyzed the company’s social marketing strategy and approach, phase two is about providing recommendations for how this brand can best meet or exceed its marketing objectives.  Brainstorm and provide some new digital and social media marketing ideas.  Think about, for example, how might social media channels be best used; are their opportunities to better integrate communications, etc.  What metrics would you recommend?

Deliverable:  PowerPoint Presentation uploaded to Canvas on the final day of class.  This assignment includes BOTH Phases.  Due: on or before midnight on Sept 6 (at the latest to be accepted).