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DUE: ONE WEEK BEFORE CLASS BEGINS:
1. Interview and Audit (PDF)
2. Systems Access Sheet (PDF)
In this document:
Interview and Audit (PDF)
Systems Access Sheet (PDF)
SUBMISSION: You need to upload BOTH in PDF to get full credit.
Company Interview and Audit- During this course, you will select a company to work with and apply your skills to help this company with their customer acquisition using digital marketing strategies and tools. In order to develop an in depth understanding of the business you are working with, you will conduct an interview and audit of their current marketing activity and the competitive landscape. The company you choose must have a website or mobile application. Submission: Upload completed document in PDF.
Systems Access Sheet – You’ll need to access to the company’s digital accounts, such as Google Analytics, Adwords and a few more described in the assignment on MyCourse. If they don’t have one or any of these, you may want to create the accounts for them. Submission: Upload completed template in PDF.
COMPANY INTERVIEW AND AUDIT
During this course, you will apply your skills to help a real company with their customer acquisition using digital marketing strategies and tools. Each student will complete this Final Project individually. It is your responsibility to secure a company to work with for this course at least one (1) week prior to the first day of class. Opportunities for clients are all around, you just need to ask. Most small businesses and nonprofits could really use your help, especially any startup trying to get their business off the ground. Clients in my classes have ranged from local coffee shops, jewelers, law firms, professional services, medical device suppliers, university departments, real estate agents, you name it! Do some research in your neighborhood and find a local business that could use some digital marketing help. This company must have a website or mobile application.
Once you find your client, and have done your initial online research, please set up a time to discuss their current digital marketing practices and future business goals. In order to develop an in depth understanding of the business you are working with, you will conduct an interview and audit of their current marketing activity and the competitive landscape. Use the interview template provided below to conduct a Company Interview and Audit and submit your answers one week before the first class.
*Note that your client may not know the answers to all of these questions. Do your best to understand their needs and try to uncover any opportunity to help them.
QUESTIONS FOR YOUR CLIENT INTERVIEW
Company Interview Questions Does your company have a website? Does it have a mobile application?
What do you sell?
Who is your customer?
How does your business make money?
How can customers access your products and services?
What are your top 3 business goals for the next 6 months to 1 year?
Who are your competitors? What digital marketing best practices are they using?
Describe your typical customer.
How can customers access your products and services?
What are your digital marketing strengths?
What are your digital marketing weaknesses?
Reach – Organic and paid exposure across digital channels How do you maintain and update your website? What do you know about how your website performs?
What are you doing in Search Marketing to rank higher in Google results?
Do you have a presence on social media channels relevant to your organization? Which channels do you use? How do you maintain your presence there? What is your potential reach via likes, followers, subscribers, channel views, video/image views, etc.? What is your % effective reach per channel? (This can be done by adding engagement activities such as likes + comments + shares and dividing by potential audience size)
Do you have an email marketing program in place? What are your open rates, click rates, etc.?
Are you running pay per click advertising campaigns, display advertising campaigns or mobile ads? Have you measured impressions and click through rates per ad channel?
Architecture – Channel design, structure and functionality Assess website usability. How are graphic elements used? How effectively is information presented and consumed? Have you tested loads times, link integrity, navigation, etc.?
How well are your social media channels set up? Are profiles, descriptions, tags, links, etc. optimized?
Content – Process and assets Do you have a content strategy in place? Do you have content creation workflows in place? Is there a mechanism to measure what’s working and what isn’t?
How strong are your content assets? What formats are you using? Text? Video? Photos? Audio? Applications?
Conversion – Activation of visitors Are your digital channels designed with a conversion funnel in mind?
Do you have any forms on your website, Facebook, blog, etc? What is your rate of form fills per visitor? What is your form abandonment rate?
Do you have clear calls to action on your web pages, Facebook pages, blog, etc?
Integration – Connection of all online and offline touch point Are social media channels accessible from your website?
Are you cross linking from one social media channel to another? Are you linking back to your website from social media channels?
Do your offline activities connect back to digital channels i.e. print ads, trade shows, etc.
Measurement – Digital objectives, metrics and performance Do you have objectives in place for awareness, influence, engagement and action?
What metrics are you using to gauge performance?
Do you have reporting protocols in place? What is the frequency of measurement and reporting? Are there feedback loops in place? Are reports analyzed and acted upon?
SYSTEMS ACCESS SHEET
One week before class begins, make sure to obtain access to each one of the systems below for your client. You may need to request access from the client ahead of time or download the software to your computer. Below this document are resources to help you.
✩ Type your name here when you have obtained access:
Google Chrome ✩
Google Analytics ✩
Google Adwords ✩
Screaming Frog ✩
Company Facebook Page- Ads Manager ✩
RESOURCES FOR SYSTEMS ACCESS
Google Chrome Browser
Ability to log into Company’s Google Analytics
Ability to log into Company’s Google AdWords
Download Screaming Frog for SEO class
Why not use another tool?
Ability to log into Company’s Facebook Page (make sure you have admin access to “Create Ads”).
Ability to access client’s MailChimp account
If they don’t have an account, you can make one for them