Deliver a contemporary online presence for Devonport as a
destination to enhance the visitor experience and increase
visitation. For instance – increase awareness of local events,
attractions, accommodation, eateries, shopping etc.
Explore the digital presence and access associated with a
destination website. What platforms and aligned social media
presence should it sit on? Should there be a mobile app associated
with the site?
Explain how the site aligns with the regional destination website
(Tasmania’s North West) and Tourism Tasmania website.
Explore the option of including a retail presence as part of this site,
eg Mainstreets/Chapel Street etc. Or would this have more impact
as a standalone site?
Assessment Item 3: Digital Marketing Audit and Plan - Assessment Criteria Criteria HD (80 -100) DN (70 – 79) CR (60 – 69) PP (50 – 59) NN (0 – 49) Situation analysis (5 points) The situational factors identified are all relevant and logical and analysed comprehensively The situational factors identified are mostly relevant and logical and analysed at a high but not comprehensively level The situational factors identified are moderately relevant and logical and analysed at a moderate level The situational factors identified are partially relevant and logical and/or partially analysed The situational factors identified are not relevant and logical and/or are not analysed Objective setting (8 points) The objectives set are all logical, relevant to the segments identified, and follow the SMART framework The objectives set are mostly logical, relevant to the segments identified, and follow the SMART framework The objectives set are moderately logical and relevant to the segments identified, and follow the SMART framework at a moderate level The objectives set are partially logical and relevant to the segments identified, and/or partially follow the SMART framework The objectives set are not logical, relevant to the segments identified, and/or do not follow the SMART framework Strategy development (8 points) The strategies devised are all logical and linked to the company’s situation analysis and the objectives set The strategies devised are mostly logical and linked to the company’s situation analysis and the objectives set The strategies devised are moderately logical and linked to the company’s situation analysis and the objectives The strategies devised are partially logical and/or linked to the company’s situation analysis and the objectives set The strategies devised are not logical, linked to the company’s situation analysis and/or the objectives set Tactics (8 points) The tactics explain a detailed, logical, and relevant mix of digital communications media and vehicles, and campaign schedule The tactics explain a mainly detailed, logical, and relevant mix of digital communications media and vehicles, and campaign schedule The tactics explain a moderately detailed, logical, and relevant mix of digital communications media and vehicles, and campaign schedule The tactics explain a partially detailed, logical, and relevant mix of digital communications media and vehicles, and/or campaign schedule The tactics do not explain a detailed, logical, and relevant mix of digital communications media and vehicles, and/or campaign schedule Actions (3 points) Outlines the main and relevant actions to take to implement the devised strategy(ies) at a thoroughly logical level Outlines the main and relevant actions to take to implement the devised strategy(ies) at a high but not thoroughly logical level Outlines the main and relevant actions to take to implement the devised strategy(ies) at a moderately logical level Partially outlines the main and relevant actions to take to implement the devised strategy(ies) Minimally outlines the main and relevant actions to implement the devised strategy(ies) Control (8 points) The control mechanisms thoroughly specify the relevant and logical metrics to measure the digital marketing performance The control mechanisms specify the relevant and logical metrics to measure the digital marketing performance at a high but not thorough level The control mechanisms specify the relevant and logical metrics to measure the digital marketing performance at a moderate level The control mechanisms partially specify the relevant and logical metrics to measure the digital marketing performance The control mechanisms do not specify the relevant and logical metrics to measure the digital marketing performance Apply relevant theory to the identification of issues and recommendation of solution(s) (8 points) The issues identified and the recommended solutions are clearly and logically linked to the relevant theory at a comprehensive level The issues identified and the recommended solutions are clearly and logically linked to the relevant theory at a high but not comprehensive level The issues identified and the recommended solutions are clearly and logically linked to the relevant theory at a moderate level The issues identified and the recommended solutions are linked to the relevant theory at a partially clear and logical level The issues identified and the recommended solutions are not clearly and logically linked to the relevant theory Write using academic language, adhering to Harvard referencing style (2 points) Thoroughly logical, coherent, and concise structure and arguments, presented in academic language, citing all of the sources accurately. Mainly logical, coherent, and concise structure and arguments, mostly presented in academic language, citing most of the sources accurately. Moderately logical, coherent, and concise structure and arguments, presented in moderately academic language, citing some of the sources accurately. Partially logical, coherent, and concise structure and arguments, partially presented in academic language, citing few of the sources accurately. Poor structure and arguments, not presented in academic language, failing to cite the sources accurately. Overall grade /100 Lecturer: Conversion to assessment weighting: /50 Group members: Assessment Item 3 – Digital Marketing Audit and Plan Task Description: The digital and direct marketing audit is an individual assessment. It focuses on conducting an analysis of the current digital marketing strategy of an organisation and developing a revised digital marketing plan for the organisation. The organisation will be chosen by the lecturer. Students are only to use secondary research and are not to contact the business directly to involve them in this process. Students should apply relevant concepts, theories, principles, models, and frameworks to conduct an analysis of the organisations’ current digital marketing strategy in order to identify any problems and issues. To do this task, students will use what they have learned throughout the semester (from the textbooks, lecture slides, workshops, and other learning resources) and integrate them with their existing knowledge of business and marketing to devise a digital marketing plan. In this digital marketing plan, students will make sound managerial recommendations as to how to refine the current plan, or propose an entirely revamped plan. The document should also detail how to implement the recommended digital marketing plan and how to monitor its outcomes. Students are required to support their analysis, interpretations, recommendations, arguments, and conclusions with appropriate referencing to academic literature. At least six (6) peer-reviewed journal articles should be used in the solution/answers. Coursework from other universities or from non-academic websites, e.g. Wikipedia, should not be used as references. The assignment submission will contain a written word document of maximum 3000 words ± 10% (excluding references). Please do not include an “Executive summary” in the case study analysis. Task Length: 3000 words ± 10% (excluding references) Assignment Structure · Introduction · Situation analysis · Objective setting · Strategy development · Tactics · Actions · Controls · Actionable recommendations · Conclusion UTAS – DIGITAL MARKETING BRIEF – DEVONPORT CITY COUNCIL PROJECT 1 – ENGAGING VISITORS, DESTINATION DEVONPORT WEBSITE PROJECT OVERVIEW Explore the opportunity for a Destination Website for Devonport. To showcase information specifically for visitors to Devonport. URL To be developed OBJECTIVE Deliver a contemporary online presence for Devonport as a destination to enhance the visitor experience and increase visitation. For instance – increase awareness of local events, attractions, accommodation, eateries, shopping etc. Explore the digital presence and access associated with a destination website. What platforms and aligned social media presence should it sit on? Should there be a mobile app associated with the site? Explain how the site aligns with the regional destination website (Tasmania’s North West) and Tourism Tasmania website. Explore the option of including a retail presence as part of this site, eg Mainstreets/Chapel Street etc. Or would this have more impact as a standalone site? BACKGROUND INFORMATION Devonport’s stand alone tourism website no longer exists – it is now integrated with the regional tourism website: Tasmania’s North West. Devonport hosts a Devonport Events Facebook page and a Devonport Tas Instagram and Twitter feed, these would benefit from a refresh/rebrand. There is some discussion about the inclusion of retail in destination marketing, or is there merit in a digital shopfront style platform? Devonport has recently introduced Free Wi-Fi throughout its CBD and other frequently used areas such as the Bluff, 4ways and East Devonport. Explore the option for Wi-Fi ‘push notifications’. Devonport is undertaking a major urban renewal project, ‘Living City’ which aims to attract a significant number of visitors – initially focused on food tourism. TARGET AUDIENCE Primary: Tourists/visitors to the Devonport region: Intrastate Interstate/international visitors Secondary: Residents of Devonport and neighbouring municipalities REQUIRED FUNCTIONALITY Compliance with latest Accessibility standard Integration with mobile devices DESIGN ATTRIBUTES DESIGN IDEAS CONTENT HOME PAGE SEARCH ENGINE OPTIMISATION Priority keywords and phrases: Devonport Tasmania Devonport tourism North West Tasmania Tasmania’s North West SOCIAL MEDIA BUDGET TIMELINE CONTACTS JoHanna Robertson, Marketing & Events Coordinator, Devonport City Council. 03 6424 0563
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