Digital Marketing Portfolio Justin Talaga Digital Marketing Nanodegree Program Marketing Campaign Budget : $50,000 Profit : For the purpose of this assignment, the cost of the Nanodegree is $999, assume a profit margin of 30%, meaning that Udacity makes $299 in profit per student that signs up. Campaigns : We want to aggressively grow the program, but, we want to do it without losing money. Marketing Objective: Enroll 200 students for the Udacity DMND Program this quarter, while staying under our budget of $50,000. KPI: Number of enrollments for the DMND program this quarter. Target Persona Background and Demographics Target Persona Name Needs -Young adult -College Educated -Motivated to improve life and career -Pet owners and/or, small children -Middle to Upper Middle class -Working for small to middle sized companies -Non-home owners -Single or not yet married Motivated, Young Professional Jen -Appreciation -Control over career future -Freedom -Flexibility Hobbies Goals Barriers -Avid Exercisers & Sports -Arts and crafts -Watching TV/Movies -Heavy Social Media Activity (Twitter, Instagram, TikTok) -Higher Income -Career Advancement -Work/Life Balance -Too much on their plate -Limited free time -Paying for other life-related items Phases of the Customer Journey When+How+Where = Marketing Tactics Customer Journey Awareness Intent Desire Action Post Action Message -Become a digital marketing professional -Start a career you love -Learn digital marketing on your own time -Learn more and earn more with the DMND program -Career change success stories from Udacity graduates -Earn your nanodegree in under 3 months -Build your portfolio with hands-on projects -Don’t miss our biggest sale ever -Udacity’s Career Services help you take the next step -Talk to a Udacity Career Advisor Today -Thank You for Enrolling -Your next steps with the Udacity DMND Program -Check out our other Nanodegree programs -Our newest Udacity success stories -Help us welcome our new Udacity instructors Channel - Content marketing blogs - Informative landing page - Social media ads -Display and video ads -Search -Social media ads -Organic social media -Retargeted display ads -Search -Retargeting (display, social, video) -Organic social media -Email marketing -Email marketing -Organic social media -Email marketing -Organic social media Awareness: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $3,300 $1.25 2,640 0.05% 1 AdWords Search $2,000 $1.40 1,429 0.05% 1 Display 0 $5.00 0 0.05% 0 Video $700 $3.50 200 0.05% 0 Total Spend $6,000 Total # Visitors 4,372 Number of new Students 2 Interest: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $10,000 $0.50 20,000 0.1% 20 AdWords Search $2,000 $1.50 1,333 0.1% 1 Display $1,000 $3.00 333 0.1% 0 Video $1,000 $2.75 364 0.1% 0 Total Spend $14,000 Total # Visitors 22,030 Number of new Students 21 Desire: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $17,000 $0.30 56,667 0.3% 170 AdWords Search $11,000 $1.50 7,333 0.3% 22 Display $1,000 $3.00 333 0.3% 1 Video $1,000 $2.75 364 0.3% 1 Total Spend $30,000 Total # Visitors 64,697 Number of new Students 194 ROI : Budget Allocation for Media Phase Total Spend Total Number of Site Visits Total Number of Sales Profit Per Sale Total Profit ROI Aware- ness $6,000 4,372 2 $299 $598 -$5,402 Interest $14,000 22,030 21 $299 $6,279 -$7,721 Desire $30,000 64,697 194 $299 $58,006 $28,006 Total $50,000 91,099 217 64,883 $14,883 Additional Channels or Recommendations: Awareness: During the early stages, I would try to avoid spending a large portion of our budget on high CPC channels, while still trying to spend a little in display or video to utilize as many channels as possible. When early results come in, I would try to optimize which ad sets and channels are performing well and focus the remaining budget in those places. Interest: I would again be searching for a low CPC here to maximize my ad spend return, while also focusing some of my budget on retargeting previous clicks, visits, and searches. If search ads are performing better than expected, I would shift a small portion from Facebook ads and from display ads to hopefully capitalize on that channel. Desire: For the desire stage I would focus heavily on conversion. If social ads or search ads are performing better than expected (higher than .3% conversion), I would shift the budget from the high CPC display or video and try to maximize my conversions. In addition, I would also utilize landing page lead generation and target them with marketing emails. I would also use blog posts on our website, as well as our organic social media presence to increase our web presence and hopefully help overall conversions. Content Marketing Blogs & Social Media BLOG FULL BLOG: https://tinyurl.com/vwqmy759 Creative Marketing Campaigns: Burger King’s “Burn That Ad” SCQA Framework FACEBOOK I chose Facebook as one of my channels to market myself due to the platform’s accessibility, popularity, its easy-to-use interactivity that generates more views and engagement, and the fact that it is my largest personal network. TWITTER I chose Twitter as my second channel because during my interviews for my target persona, this was the social network that was most used. Twitter also provides, in my opinion, the best way to search hashtags and find content outside your network. LINKEDIN I chose LinkedIn as my final channel because there is no better place to market yourself professionally. LinkedIn is the perfect place for relevant, career-focused content. Facebook Campaign