STEP 1 – Develop Personas (for the customer, the influencer, and the fan)
To ensure that you understand what differentiates the customer, the influencer, and the fan from one another, develop a persona for each, specific to your organization. In developing your personas, remember:
The customer has little to no loyalty toward the brand, so they really don’t care to build an ongoing relationship. They just want any specific problems they have addressed.
The fan has high levels of loyalty toward the brand and does want to create and sustain an ongoing relationship.
The influencer is fine having an ongoing relationship with the brand, provided they are being compensated in some way for that relationship.
Please note: Students are expected to create personas specific to their selected company. It is not appropriate for students to copy and paste generic personas available online. This project asks students to practices creating well-developed personas specific to their business including the following elements from the Content Marketing Template at minimum.
STEP 2 – Set SMART Marketing Goals
Clearly express the SMART goals for your program. Any marketing plan should begin with goals: set yours now, so that you can address how your proposed strategy aims to achieve the organization’s unique business goals.
Invest time in understanding SMART Goals. Review the week’s lecture or conduct independent research to learn of SMART goals.
Include the high level business goals of the organization: Identify the broader business goals of the organization.
Create 3 Marketing Goals for the Program: Make SMART goals for the program you are creating
Explain how each goals supports the organization in achieving its business goals.
Include micro and macro conversations as appropriate.
STEP 3 – Choose a Strategy for the Week 3 Project
Decide which approach you want to use to complete the Week 3 New Media Marketing course project: 1) an Influencer Outreach Campaign or 2) a Brand Ambassador Program.
Either approach will involve a mix of new media and traditional channels, as well as a cohesive strategy that aligns with your stated goals.
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