Assignment: Digital communications campaign for Waitrose
Digital Marketing- Marketing Campaign.
Length: 2500 ± 250 Words (not including references).
Main Objective of the assessment
The objective of this assessment is to allow you to demonstrate your knowledge of the concepts and models taught in this module, and your ability to apply them to a real-world scenario. You will have to conduct research about digital communication technologies, as well as about the specific industry mentioned.
Specifically, you are asked to write a report of 2,500 words outlining a 12-week campaign using two digital media to support the launch of a new range of health food products in the UK.
Description of the Assessment
This coursework assesses the three learning outcomes of this module.
You have been approached by Waitrose to help them with the launch of a new range of health food products in the UK. The first product will launch at the start of September 2019, to coincide with ‘Organic Month'. The name of the product is yet to be determined.
Your job is to develop a 12-week digital media campaign for England ONLY, for the new product. You choose which product you want to focus on, and the two digital media that you want to use in your campaign. The client currently sells an average of £70,000 worth of organic products, per week, across its England stores.
You need to conduct some research about the industry and the main target audience(s). Based on your analysis of the market, you need to decide how the product should be positioned and promoted. You also need to justify your choice of two digital media, and explain how you will assess the campaign's success.
Your plan needs to include a pre-launch phase (about 6 weeks), a launch phase (about 1 week) and a post-launch phase (about 5 weeks). Your report will be 2,500 words long and needs to contain the following elements:
1. Description of the audience that you are going to target with your digital campaign, including their use of digital technologies
2. Development and justification of a digital marketing communications strategy, including the formulation of SMART objectives
3. Development and justification of a media plan, detailing your two media choices and clear timings
4. Discussion and justification of how your campaign will be evaluated (in terms of the SMART objectives previously identified), during and after the campaign.
You may want to use the mark allocation for guidance regarding the word count for each section.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.