With as fewer words as possible
PowerPoint Presentation Project template 10118NAT Diploma of Social Media Marketing SMMEMS505A Plan, implement and manage email marketing Unit 5 Assessment Task 1 Version Control Date: XX/XX/2018 Version V1 By Who name Explanation of version change : Pre-released validated assessment version 1 1 Contents: STAGE 1. Research 1.1 Business Overview 1.2 Email Marketing Opportunities 1.4 Case Studies 1.5 Email Marketing Approaches 1.6 Legal & Ethical Constraints STAGE 2. Strategy Definition 2.1 Email Marketing Strategy STAGE 3. Implementation Plan 3.1 Implementation Plan 3.2 Email Marketing Management Platforms 3.4 Budget Develop & Approval Assessment Task 1 EMAIL MARKETING STRATEGY & IMPLEMENTATION 2 1.1 BUSINESS OVERVIEW Provide an overview of your chosen organisation by answering the questions below: What is the name of the organisation? What products and/or services does the organisation offer? Who are the organisation’s target customers? What are the main sales channels? Online, wholesale, retail, telesales, etc. Where is the organisation located? What geographies does the organisation operate in? STUDENT INSTRUCTIONS You are required to select an organisation in order to complete this Assessment. It is recommended that you select the same organisation you used in the prerequisite unit SMMBCM501A Plan, implement and manage blog and content marketing. If you do, you are permitted to re-use answers from the SMMBCM501A Assessments and you do not need to discuss your organisation with your trainer. Only if you select a different organisation, follow these instructions: Select your own business; an organisation you have access to, such as a business owned by a friend or family; or your current employer. Alternatively, you can create a business for the purpose of this Assessment. We recommend you choose your own business (if you have one) or create a business in an industry you are passionate about. For example, if you enjoy photography, create a photography services business. If you are passionate about social media, create a social media marketing consultancy. The more engaged you are with your chosen organisation, the more you will enjoy this Assessment. If you select an organisation that you have access to, such as a business owned by a friend or family, or your current employer, you must: Obtain written permission from the appropriate stakeholder (e.g. the Marketing Manager), clearly stating you are allowed to post content to the organisation’s social media networks(s) on its behalf; Include a copy of the written permission when you submit your assessment; and Obtain all necessary logins to the organisation’s social media networks. Prior to commencing this Assessment task, you must discuss your chosen organisation with your trainer. Answer all questions on this slide. Word count: maximum 50 per question. 3 1.2 EMAIL marketing opportunities Mission StatementMarketing objectivesIndustry open rate and click rateEmail marketing opportunities Industry: Benchmark open rate: Benchmark click rate: STUDENT INSTRUCTIONS For your chosen organisation, write down: The mission statement that describes the organisation’s brand and values; and At least 2 marketing objectives, of which 1 must be increase website traffic OR increase brand awareness. If you are using the same organisation from SMMBCM501A Assessments, you are permitted to use the same mission statement and marketing objectives. Next, write down your organisation’s industry ‘open rate’ and ‘click rate’ benchmark. You can find industry benchmarks here: https://mailchimp.com/resources/research/email-marketing-benchmarks/. If you are unable to locate your exact industry, provide benchmarks from an industry that most closely matches yours. Finally, describe at least 3 email marketing opportunities that align to your organisation’s mission statement, marketing objectives and industry benchmarks. Word count per opportunity: minimum 10, maximum 30. Refer to section 505.4.2 in your learning material for more information about this topic 4 1.3 CASE STUDIES Email Marketing Case Study 1Email Marketing Case Study 2 Organisation Name Email acquisition strategy Campaign description Reporting benchmarks Evaluate campaign effectiveness STUDENT INSTRUCTIONS Select at least 2 case studies for email marketing from the Campaign Monitor website’s ‘Customers’ page: https://www.campaignmonitor.com/customers/. Within each case study, there is additional information by clicking on ‘Read more about their email marketing story’. Your case studies should include: The name of the organisation; At least one email acquisition strategy, that is, how the organisation obtains email addresses from its website / landing page visitors; A short description of the email strategy used; At least 2 campaign benchmarks that were used to report on on the effectiveness of their email marketing (e.g. open rate, ROI, increase in web traffic, etc.); and Whether you believe the campaign was effective and why. Word count for campaign description and evaluation of campaign effectiveness: minimum 10, maximum 40. Refer to section 505.4.9 in your learning material for more information about this topic 5 1.4 EMAIL MARKETING APPROACHES Email componentApproach 1Approach 2 Subject line Timing Email length Imagery used Call to action button STUDENT INSTRUCTIONS For your chosen organisation, consider two different email marketing approaches. Each approach should consider different components, including: Subject lines and sending day/time to maximise open rates; and Email length, imagery and call to action buttons that will retain the recipient’s interest and maximise click rates. Word count per box: maximum 20. Refer to section 505.4.2 in your learning material for more information about this topic 6 1.5 LEGAL REQUIREMENTS & ETHICAL CONSTRAINTS Legal requirementsEthical constraints Email acquisition strategies Email marketing campaigns STUDENT INSTRUCTIONS Describe at least one legal requirement and at least one ethical constraint for both email acquisition and email marketing campaign strategies. 1. Legal requirements. Consider what laws exist that your organisation must adhere to when conducting email marketing. Word count: maximum 50 2. Ethical constraints: For ethical constraints, consider what actions you must take to prevent your email acquisition strategy and email marketing strategies offending people, such as avoiding the use of offensive language. Word count: maximum 50 Refer to section 505.4.2 in your learning material for more information about this topic 7 2.1 EMAIL MARKETING STRATEGY Email TypeEmail acquisition strategyTimingTopic STUDENT INSTRUCTIONS Create an email marketing strategy that aims to achieve the marketing objectives defined in slide 1.2. Your email marketing strategy must be comprised of: 1 email lead nurturing campaign, containing at least 2 emails; and 1 one-off email campaign. For each email type, include the following details: At least 2 email acquisition strategies (i.e. 2 for the lead nurturing and 2 for the one-off campaign, noting that you can have the same email acquisition strategy for both) The timing of each email For lead nurturing – for the 1st email, how long after the email is acquired, and for the 2nd email, how long after the first email is sent For one-off campaign – the day & time the email is sent The topic of the email, that is, what the email is about Note that you will be required to actually create and send these emails in a later Assessment. Refer to section 505.4.5 in your learning material for more information about this topic 8 3.1 IMPLEMENTATION PLAN Email Marketing StrategyTasks RequiredTask OwnerStart DateDue DateResources Required Review process Reporting procedures STUDENT INSTRUCTIONS Implementation Plan For the one-off email campaign, create an Implementation Plan using the template above. Your Implementation Plan should include: At least 3 tasks required to create the email and distribute it; and For each task required, a task owner, a start date, due date and resources required. Note that resources required may be human or monetary. 2. Review procedures Describe your review process for email marketing. Consider who must review the email copy (i.e. the text within the email), who must provide approval and how quickly approval must be provided. Word count: minimum 25 to maximum 75. 3. Reporting process Next, describe your organisation’s reporting process. This is important to ensure senior management are kept up to date on the status of the implementation. Consider how frequently you send a report, who the report is sent to, and what information the report contains. Word count: minimum 25 to maximum 75. Refer to section 505.4.7 in your learning material for more information about this topic Platform and URLKey featuresBenefitsHelp centre URLSelected for strategy? (Yes/No) 3.2 EMAIL MARKETING MANAGEMENT platforms STUDENT INSTRUCTIONS Evaluate at least 2 different email marketing platforms to deliver email marketing. For each platform evaluated: Outline at least 2 key features; Describe least 2 benefits; and The Help Centre URL for the platform. Finally, select at least 1 tool to use for your strategy. Refer to section 505.4.6 in your learning material for more information about this topic 10 3.3 BUDGET DEVELOPMENT AND APPROVAL Email Marketing StrategyExpense CategoryExpense ItemForecasted Monthly Cost Total Describe your organisation’s strategy and budget approval process: STUDENT INSTRUCTIONS For the email strategy that you selected in slide 3.1 (Implementation Plan), create an email marketing budget containing at least 3 different expense items. Do not worry if your organisation does not have a marketing budget available. The purpose of this Assessment is estimate how much it will cost to implement your strategy. Once complete, create an approval process for your email marketing strategy and budget. Consider who must provide the final approval, how frequently approval is required and how long the approval process should take. Word count: minimum 50 to maximum 100 Refer to section 505.4.6 in your learning material for more information about this topic 11 SOCIAL MEDIA COLLEGE SOC IAL MEDIA COLLEGE PowerPoint Presentation Project template 10118NAT Diploma of Social Media Marketing SMMEMS505A Plan, implement and manage email marketing Unit 5 Assessment Task 2 Version Control Date: XX/XX/2018 Version V1 By Who name Explanation of version change : Pre-released validated assessment version 1 1 {ENTER YOUR ORGANISATION’S NAME HERE} {YOUR NAME HERE} {SUBMISSION DATE HERE} Contents: STAGE 4. LAUNCH CAMPAIGN 4.1 Email Acquisition Strategies 4.2 Email Marketing Campaigns 4.3 Email Marketing Audit 4.4 Email Marketing Report 4.5 Stakeholder Management Assessment Task 2 EMAIL MARKETING STRATEGY & IMPLEMENTATION 2 Email acquisition strategy 1Email acquisition strategy 2 Landing page 1 URLLanding page 2 URL 4.1 EMAIL ACQUISITION STRATEGIES STUDENT INSTRUCTIONS You are required to create 2 landing pages, each with a different email acquisition strategy. Your email acquisition strategies should correspond to your email marketing strategy in slide 2.1 of Assessment Task 1. To create the landing pages we recommend signing up to a free Mail Chimp account at www.mailchimp.com. For help creating an account, go here: https://mailchimp.com/help/create-an-account/. You can also find a video on how to build a landing page here: https://mailchimp.com/help/about-landing-pages/. Once you have created and published both landing pages: Take a screenshot and insert it onto the template