Integrated Marketing Plan

CHALLENGE

As a group project at UC Davis, we developed this fictitious non-profit which was based on a real one and mirrored its exact challenges. This non-profit provided the most unique & sustainable solution to the homeless issue in all of Sacramento County. Despite this, they were not getting the desired traffic or conversions.

MY ROLE

While as a team, we worked on creating a more responsive website, my individual role, was to create a detailed marketing plan that uses research and insights to come up with strategies & tactics that help drive traffic & conversions through the website and social media.

SCOPE OF WORK

  • Marketing Plan: Created and presented a marketing plan that included; Executive Summary, Audience Analysis and Segmentation, Market & Competitive Analysis, Marketing Objectives, Strategies, and KPIs
  • Content Marketing Strategies: Provided comprehensive content marketing strategies, with intricate Customer Personas that showed how the website could be utilized in the future to drive traffic. Created a sample Facebook post with a dedicated landing page using one of the customer personas I created and defined a metric action plan to track KPIs relevant to the marketing plan
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