Please read the whole case study
Please make power point presentation with speaking note regarding to the case study to use in my role play (page 11 5B)
What to including in a campaign report presentation
· Introduction
· Performance by channel
· Successes
· Areas of weakness
· Recommendations (two recommendations)
5 slides
CASE STUDY INFORMATION
NAT XXXXXXXXXXCONDUCT OMNICHANNEL MARKETING
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CONTENTS
1. INTRODUCTION ........................................................................................ XXXXXXXXXX3
2. INFORMATION FOR TASK B ....................................................................... XXXXXXXXXX4
3. INFORMATION FOR TASK C ....................................................................... XXXXXXXXXX7
4. INFORMATION FOR TASK D ....................................................................... XXXXXXXXXX8
5. APPENDIX ................................................................................................ XXXXXXXXXX10
5A. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION B3 ........................... XXXXXXXXXX10
5B. ROLE PLAY BRIEFING INSTRUCTIONS FOR QUESTION D3........................... XXXXXXXXXX11
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1. INTRODUCTION
1A. ABOUT BUCK MEDIA
Buck Media is a growing Australian marketing agency. You work at Buck Media as an
Omnichannel Campaign Manager. Your role involves planning and evaluating omnichannel
campaigns that span across online and offline channels.
One of your clients is Joyful Wild, who has recently contacted you about running a new
omnichannel campaign.
1B. ABOUT JOYFUL WILD
Joyful Wild is a young Australian company that sells outdoor clothing and equipment. This
includes items such as:
• Hiking tops and pants
• Down jackets
• Waterproof jackets
• Sleeping bags
• Tents
• Other camping equipment, such as cooking sets and freeze-dried food
Unlike many other outdoor retailers, Joyful Wild is committed to providing its customers
with the most sustainable outdoor gear. For example, the company prioritises selling
products that are locally produced and made from recycled materials.
Started less than two years ago, Joyful Wild has grown quickly. The
and now has 5 physical
stores and a successful online store.
A NOTE ON BUCK MEDIA & JOYFUL WILD
Please note: Buck Media and Joyful Wild are fictional businesses developed
for the purpose of this assessment.
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2. INFORMATION FOR TASK B
2A. INTRODUCTION TO JOYFUL WILD’S MARKETING
In its early days, Joyful Wild grew quickly thanks to word of mouth. The company’s founder,
Alex Lee, is well respected in the Australian hiking community. Alex’s hiker friends were
impressed by Joyful Wild’s commitment to sustainability and were quick to recommend the
and to their friends and family. As a result, the company was able to gain its initial
customers with a limited amount of marketing.
Over the last 18 months, the company has put effort into building its email marketing list.
Joyful Wild now has over 10,000 email subscribers. The
and has also made an effort to
establish and build its social media presence. Joyful Wild now has:
• An Instagram account with 15,000 followers
• A YouTube account with 800 subscribers
• A Facebook account with 3,000 followers
2B. OMNICHANNEL MARKETING BRIEF
Mackensie, the Marketing Director at Joyful Wild, has provided you with a campaign
ief
for the omnichannel marketing campaign the
and wishes to run. The
ief you have
eceived is as detailed below.
JOYFUL WILD OMNICHANNEL MARKETING CAMPAIGN BRIEF
INTRODUCTION
Joyful Wild would like to run a campaign called “The Flag Marks the Spot”. Just like how
explorers used to head to the top of mountains and plant a flag, we want people to
mark where their favourite outdoor spots are. We want people to share some of the
amazing outdoor places they love spending time at.
This campaign will encourage people to take photos with a customised flag. People will
e able to get their own, personalised flag design by filling out a form on the Joyful Wild
website. The flag design will be provided as an A4 PDF. People will have the choice of
either printing out their design and turning it into a physical flag (made from recyclable
paper) or displaying the flag on their phones.
Once people have taken a photo with their flag at one of their favourite outdoor
locations, they can tag the photo on Instagram with the hashtag #TheJoyfulFlag to
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enter a competition. The top five entries will receive win over $1,000 worth of outdoor
gear from Joyful Wild.
CAMPAIGN APPROACH
We would like the competition to be promoted in print magazines aimed at outdoor
audiences as well as via social media ads, particularly Instagram ads. People sign up to
eceive their personalised flag via the Joyful Wild website. To enter the competition,
people need to take a photo with their flag, upload their photo to Instagram with the
hashtag #TheJoyfulFlag and complete a form on the Joyful Wild website.
TARGET AUDIENCE
We want to capture the attention of city dwellers aged 25 and 40. These people mostly
live in Sydney, Melbourne, and Brisbane. With the recent lockdowns due to COVID-19,
these people are itching to make the most of getting away and exploring the great
outdoors.
Most of our customers have above-average income and want quality outdoor gear that
will last. They’re concerned about climate change and the environment. They are
willing to pay more for quality, sustainable outdoor gear.
OTHER INFORMATION
The campaign needs to launch within three weeks and run over a four-week period.
Joyful Wild has $10,000 that can be spent towards the campaign. This budget can cover
the production of content, setting up campaign tracking, purchasing advertising as well
as any new technologies required for the campaign, such as new software.
The landing page and program for generating the personalised flags have already been
set up by our website team.
We want the campaign to make more people aware of the Joyful Wild
and. We also
want to attract new people into our database (as captured when people sign up to
eceive their flag) and achieve as many competition entries as possible.
2C. ADDITIONAL INFORMATION
You have met with other members at Buck Media to discuss Joyful Wild’s marketing. You
have taken note of the following information and suggestions they have made:
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• They have recommended you make a map that shows the journey across different
touchpoints – that is, how people will go from seeing a print ad, social media ad or
email campaign to signing up to receive their flag, to entering the competition.
• They have recommended you include a QR code in the print ad. When people scan
this QR code, it can open up the landing page that people can use to receive a flag.
• There are three outdoor magazines that best suit the target audience and for which
an ad could be organised in alignment with the campaign’s deadlines. The cost of
this advertising would be $6,000. The same print ad can run across all magazines.
The estimated reach of this advertising is 45,000.
• Analytics specialists at Buck Media can assist with setting up tracking for the
campaign.
• They have mentioned that Joyful Wild uses Google Analytics and HubSpot, so
campaign tracking should consider these two platforms.
• A social media specialist has recommended a budget of $4,000 for Instagram
advertising. They have estimated this could generate 750 flag downloads and
400,000 impressions.
• No budget is needed for producing creative assets. Joyful Wild has a retainer with
Buck Media for copywriting and design services, which can be used for creating copy,
images and other creative materials for the campaign.
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3. INFORMATION FOR TASK C
3A. FURTHER INFORMATION ABOUT THE CAMPAIGN
You have held further discussions about the campaign with various people and taken the
following notes:
• A social media specialist at Buck Media has recommended you create four different
Instagram ads that can be tested against each other. Images have a big impact on
the effectiveness of ads, so they have suggested you use four different images/sets
of images.
• An email marketing specialist has recommended that you create three different
emails to promote the campaign:
o One announcing the launch of the competition
o One reminding people to get their flag and go exploring
o One giving a ‘last chance’ reminder to enter the competition
• Mackensie has recommended you look at the content of other outdoor
ands. This
will help to give you ideas about what content Joyful Wild’s target audience will most
likely enjoy. Mackensie has recommended you look at some