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Summary

Create a content marketing plan that describes the type of content (e.g. blog), details a distribution plan (e.g. email marketing campaigns), the target market (e.g. 18 year old women in the United States), the best products (within our product line) to lead with, and includes mock up examples of content.

Submission Deadline

12/31/2020 11:41PM

Description

Create a content marketing plan that describes the type of content (e.g. blog, whitepaper, images, video), details a distribution plan (e.g. social media platforms, events, email marketing campaigns, automated emails, webpages, etc…), the target market (e.g. 18 year old women in the United States), the best products (within our product line) to lead with, and includes mock up examples of content. We have a budget of $50,000 set aside for an experiment that could make sense here, but please minimize costs whenever possible. Costs include the dedicated time our employees would need to work on this. Assume that the junior marketing employee’s time is worth $50 / hour and a senior marketing employee’s time is worth $100 / hour at Prominent. Our primary metrics is sales / revenue to the 18 – 24 year old market. So, we want to grow that. Currently, this demographic represents less than 5% of our revenue. We have buyer / user personas that outline the key types of people we appeal to. Please see exhibits for a link to our personas. This project should appeal to Buyer Persona #5. The time horizon to execute any suggested marketing plan is the following year after the announcement date. Additional work (a month?) will likely be necessary to validate your suggestions before implementing. Please keep that in mind.

Employer Info

Prominent E-Commerce, Inc. sells a wide variety of products online, including Smart Watches, Health Care, Skin Care, Lamps, Kitchen Appliances, and Furniture. Prominent started in 1998 with one product category: Skin Care. I started working at Prominent in 2018 to lead marketing efforts across product categories.

Guidelines

Submissions should be in Google Doc form. Try to be as concise as possible, reference key metrics your solution will positively affect, and reference the target user personas you are targeting