Digital marketing plan

with focus on
objectives, strategy, tactics and control
 Table of content
1. Introduction
2 Digital marketing campaign
2.1 Microsite
2.2 Objectives
2.3 Strategy
2.4 Tactics
2.5 Action
2.6 Control
2.7 Budget
2.8 Conclusion
• Appendix
• References cited in the report
• Bibliography (background reading)
 Example -Fabletics UK
• Brand Audit
• Fabletics UK is active on a variety of social media platforms (SMPs)
but the interaction level and positive WoM is fairly low.
• 90-day digital marketing campaign 'Being athleisure with Fabletics' by
launching a microsite to facilitate engagement and build stronger
consumer-brand relationships (CBR).
 Microsite
• The microsite is a standalone registered domain with the URL
athleisurewithfabletics.co.uk, active for the 3-month campaign from
June to August 2020.
• The microsite offers customers to attend a competition to win an
'Athleisure day with Kate Hudson' (ADwKH).
• Participants need to upload a picture of themselves with stylish
working out in Fabletics' athleisure wear, ten of the highest voted
pictures win.
• In order to motivate people to vote, 900 vouchers will be raffled with
a 20% discount on their next Fabletics purchase.
 Microsite (Cont.)

• Everyone has to sign up to attend the competition and/or the lottery

either as an existing member or new registered customer.

• The chance to upload pictures ends in week 9 and the vote in week
10.
• The last 3 weeks the microsite only refers to fabletics.co.uk, where a
summarising video of the day with Kate will be available in week 13.
The brand building site and referral site consists of three pages with
different applications and call-to-action.
 Microsite design

Pages The competition Athleisure with Attend Competition

(homepage) Fabletics

-Campaign information -Collection of - Information about

-Main clip uploaded pictures 'Athleisure day with
Content -Link to main webpage - Sign up and vote Kate Hudson' - ADwKH
button - Upload picture
- Buttons to share on button
social media - Link to main page
platforms
-Link to main webpage
 Objectives: 3 Ss + RACE
Speak Sizzle Sell
10% increase of traffic to Motivate 12% of the microsite visitors to sign up Increase of sales by 7%, especially
fabletics.co.uk by August and attend the competition and/or lottery. generated by the voucher lottery
2020. 42% of the visitors click on the link to and new target audience by August
fabletics.co.uk to look for products and/or get 2020.
inspirations and to see the summary of 'ADwKH'.

Reach Act Convert Engage

30,000 visitors to the Achieve a 5% bounce 12% sign-up for 10% of the visitors socially mention
microsite by August 2020. rate of the microsite by competition and/or the campaign by August 2020.
August 2020. lottery attendance by
week 10 and 7% sales
increase by August
2020.
 Strategy -
How do we
get there?

Source: https://prsmith.org/sostac/
 Strategy (how do we get there?)
Strategy Components: TOPPP SITE (9 Key Strategic Components)
• Target markets (essential)
• current customers, former customers, potential new customers, competitor’s
customers
• primary & secondary target audience
• Objectives (it’s helpful to summarise what objectives the strategy should
deliver)
• Positioning (essential)
• Processes
strategy can involve new processes e.g. marketing automation,
Artificial Intelligence (AI), the Internet of Things (IoT) remarketing,
split testing)
• Partnership (strategic alliances and marketing marriages can make
marketing easy)
• Sequence (or stages, e.g. develop credibility before raising visibility)
• Integration (of data and marketing across all communications tools)
• Tactical tools (or channels: list the priority tools TV, PPC, SEO, email or PR,
social media and content marketing, etc.)
• Engagement (there are different levels of visitor engagement)
Source: Smith, PR and Zook, Ze (2016), Marketing Communications, 6th Edition, Kogan Page, p. 286.
 Strategy
• STDP strategy
• Existing customers- interested in style and price discounts

• New customers- interested in stylish/sporty wear and affordable price

• Buyer persona, 6Cs, etc.

 Tactical objectives

• Interactive communications via social media

• To amplify trustworthiness and strengthen the effectiveness of the

messages (Shter, 2015), Kate Hudson speaks in person to the
consumers via six different video messages to communicate the
campaign.
➢Generate 40% of the traffic to fabletics.co.uk and increase social
media followers by 25% by August 2020.
 Tactical objectives (Cont.)

• Email marketing

• E.g. Email with full information about the campaign and a link to
athleisurewithfabletics.co.uk will be sent to Fabletics existing and new
customers.
➢ Reach and convince all existing members to attend the competition
and/or lottery to represent 66% of all participants.
 Tactical objectives (Cont.)

• Sales promotion
• E.g. exclusive offers. The microsite offers to win a discount or an
exclusive day with Kate.
➢ Encourage 4% of the visitors to sign up as new members.
➢11 % of the visitors attend the voucher lottery by week 10 and 1%
upload their picture by week 9.
➢60% of the raffled vouchers are redeemed by August 2020.
➢3% of the visitors share in the link on social media platforms by week
10, especially encouraged by contest participants to gain votes.
 Tactical objectives (Cont.)

• Keyword phrases
• Different keywords and phrases and #BeingAthleisureWithFabeltics are
included in the contents.
• Fabletics, Kate Hudson, Athleisure day with Kate Hudson, Stylish workout,
20%voucher, 20% discount, creative picture, being athleisure with
Fabletics.
• You also need to include key word costs.

➢ Since most of the traffic to fabletics.co.uk is generated by organic search

the key words aim to generate 20% of the total visits to the microsite.
 June 2020
Gantt Chart July 2020 August 2020
Week 1 2 3 4 5 6 7 8 9 10 11 12

Main website
Microsite Link to website
Sales
Promotion
Competition
Voucher
Lottery
Voucher
Validity
Social Media
Blog
Facebook
Twitter
Instagram
Pinterest
Google +
YouTube
Direct
Marketing

Week 1 -send a URL link of ADwKH to Fabletics existing customers.

Week 5- send a reminder email to all members who have not signed up so far.
Week 9- send a reminder email to all competition attendants to share and generate more votes; also remind all voters to take the last change to
Email attend the competition.
Week 11- inform winners via email including all relevant information about ADwKH.
Week 12- send an email to existing and new members to watch a summary video of the 'ADwKH on fabletics.co.uk.
June- August 2020 June 2020
Control chart
July 2020 August 2020
Week 1 2 3 4 5 6 7 8 9 10 11 12 Measure
Goal Setting/
Objectives
Key Performance Indicators (KPIs)
Main Website
(fabletics.co.uk)
Traffic increase 2% 5% 10% Speak
Traffic from
microsite 42% Sizzle
Sales increase 0.80% 3% 7% Convert, Sell
Visits to Microsite 10,000 18,000 30,000 Reach
Bounce Rate 5% of microsite-Act
New members 1% 2.5% 4% of total visitor
Existing members 66% of attendance
Clickthrough to
fabletics.co.uk 42% Sizzle Costs
11%
+1%
Sales Promotion =12% total attendance £2,000
£200/
Competition 0.20% 0.6% 1% of total visitors person
Voucher Lottery 2% 6% 11% of total visitors
Redeemed of raffled
Vouchers 1% 40% 60% vouchers
 of generated traffic to
Social Media 40% fabletics.co.uk Content
Follower increase 25%
of total visitors-
Social mentions 2% 5% 10% Engage, Speak
Shared links 0.50% 3% of total visitors
Email Marketing £200
of generated traffic to
In-house E-mail list 25% microsite
Organic search (key word
phrases) 20% of generated traffic to
microsite

£0.25*10000
=
Contingency Plan £2,500
Higher discount on
vouchers
Extra E-mails
More posts on Social
Media
£0.25/
YouTube display ad person

Creating Content £1,000

Analytical tools £300
Budget £6,000
 Microsite for New Balance to promote the
launch of a 3Dprinted shoe
• Brand audit

• No engagement platforms such as a microsite or application, used to

engage existing or new and guide traffic to the website.
• Social media not used as a traffic source towards the transaction site.
 Microsite
• The microsite is interactive in which the user can create his/her own
avatar, which is running and looks identical to the creator.
• A person’s 3D replication can subsequently be shared on social media
platforms Facebook and Instagram, by adding the running avatar in an
augmented reality environment together with one’s personal running
results.
• The created avatar is highly personalised due to the 360-degree
camera function.