Part A: Social Media Marketing

Your Name:
Task 1: User Persona
Task 1
User Persona

Social Media Channels Presence: Pain Points:

<Add Sample Photo>

Interest & Hobbies:

Motivations:
Name: < >
Age: < >
Place: < >
Profession: < >
Task 2: Defining a SMART Goal
 Task 2
a. Define a SMART (specific, measurable, achievable, relevant, time-bound) goal for
the problem.

Goal:
Task 3: Social Media Channel Mix
Task
Task 3a.Choose
3 the digital marketing channels you want to use. Define the social
media
Based onchannels separately
your understanding of the target group for Bummer and an analysis of its social media data for the
last month, specify the social media channels you would want to focus on for the sale promotion.
Remember the goal is to get higher conversions. Choose at least 2 channels and justify your choice with
reasons.

Channel 1

Reason 1

Channel 2

Reason 2
Task 4 Content Ideas
Task 4
Come up with a total of 4 new content ideas for these channels (2 per channel). Also mention the content format
and CTA for these content ideas.

For example, on Instagram - you can showcase the playful colours of Bummer’s products (content idea) in a
carousel (content format) with the CTA (visit website to buy).

Channel - 1 Content Idea Content CTA

Format

<Channel Name>

Channel - 2 Content Idea Content Format CTA

<Channel Name>
Task 5: KPIs
Task 5
List two KPIs per channel and one KPI to measure the overall goal for the upcoming
month. Provide a justification for each KPI.

(a)
Channel 1 Channel 2

KPI 1 KPI 1
Reason 1 Reason 1

KPI 2 KPI 2
Reason 2
Reason 2
Task 5 - (b)

Overall KPI
for the
campaign

Reason
Task 6: Channel Performance
Task 6
Identify the 2 worst performing channels. According to you, what do you think could be
the reason for this?

Channel 1

Reason:

Channel 2

Reason:

14
Part B: Email Marketing

15
Task 1: Defining a SMART Goal
 Task 1
a. Define a SMART (specific, measurable, achievable, relevant, time-bound)
goal for the problem.

Goal:
Task 2: Identifying Segments
Task 2 - User Segment 1
Example: 20 to 26-year-old youngsters who have just graduated from a degree program and are not able to find a job.
They are anxious about their future and are in desperate need of clarity and hence turn to an astrology website.

User Segment 1 Category & Description:

Age and gender:

Geography:

Interests and Hobbies:

Reason for being on Astrology Zone:

Task 2 - User Segment 2
Example: 20 to 26-year-old youngsters who have just graduated from a degree program and are not able to find a job.
They are anxious about their future and are in desperate need of clarity and hence turn to an astrology website.

User Segment 1 Category & Description:

Age and gender:

Geography:

Interests and Hobbies:

Reason for being on Astrology Zone:

Task 2 - User Segment 3
Example: 20 to 26-year-old youngsters who have just graduated from a degree program and are not able to find a job.
They are anxious about their future and are in desperate need of clarity and hence turn to an astrology website.

User Segment 1 Category & Description:

Age and gender:

Geography:

Interests and Hobbies:

Reason for being on Astrology Zone:

Task
Task3a.Choose
2 the digital marketing channels you want to use. Define the social
media channels separately

Reason for
Targeting
Segment 1:

Reason for
Targeting
Segment 2:

Reason for
Targeting
Segment 3:
Task 3: Writing a Subject Line
Task 3
For each segment identified, provide the subject line that you would use in order to
improve the open rate. Employ a different tactic for each one. Explain the tactic
that you used in each.

Segment 1:

Subject Line:

Tactic Used:

Note: Refer to the next slide for the next 2 segments

 Task 3

Segment 2:

Subject Line:

Tactic Used:

Segment 3:

Subject Line:

Tactic Used:
Task 4: Designing Email Body
Task 4

Pick any one segment that you identified, and design the email body for them. Specify two
measures you would incorporate in the email to trigger a click. Here is an example.

(Slides 14 and 15)

27
Email Template

Subject Line

Email Body

CTA
Task 4

Segment Name

Measure/tactic 1 in email content

to generate clicks:

Measure/tactic 2 to email content

generate clicks:

29
Task 5: KPIs
Task 2
a) List 2 KPIs you will use to measure the effectiveness of the email marketing
campaign. Provide a justification for each KPI.

KPI 1

Reason 1

KPI 2

Reason 2