BUsiness Week 3 Digital Marketing Case Study 2015
Question # 00095909
Posted By:
Updated on: 08/22/2015 02:09 PM Due on: 08/26/2015
WEEK 3 | 10%
Digital Marketing Case Study
Name:
Background:
DMK Management is a talent management agency. They have recently approached you, a digital
marketing expert, about a digital marketing campaign. Before they approached you, DMK
Management determined that they wanted to incorporate email marketing in their marketing
campaign. They have developed an extensive email subscriber list that they would like to utilize for
the first time. Their budget is $4,250.
Their campaign objective statement is to increase the number of bookings for their talent. Knowing
this, they have determined that their goal for this campaign is to utilize a more information lead
form they created to measure leads for their talent. Historical financial information shows they
book 1 job for every 10 forms (leads) completed. On average, a booking generates gross revenue of
$2,100. Subtracting all of their business costs and overhead (not including the cost of this
marketing effort), they determine that their average gross profit per booking is around $900
meaning their business costs equate to around $1,200 per booking.
Campaign Pre-Planning:
Objective Statement: Increase the number of bookings for DMK Managements roster of
talent.
Goal: Use email marketing and a more information lead form to increase talent bookings.
KPI: [determined in Q1]
Target: [determined in Q2]
1.
What is the best KPI for this Campaign? Why? [10pts]
2. Knowing that DMK Managements budget for the email campaign is $4,250, and using the
appropriate formula, determine DMK Managements minimum KPI target to break even.
Express your answer as a whole number. (Note: the campaign will need to generate at least
$4,250 to break even.) Points will be deducted if you do not show your work. [10pts]
1 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
2 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
Campaign Results:
Lets say that the email campaign has run its cycle and your analytics show 26,000 emails were
delivered, 5,000 emails were opened, 3,000 readers clicked on the more information form link
within the email, and 800 information forms were completed:
3. Identify the conversion value AND the campaign conversion rate for the entire email
campaign? Points will be deducted if you do not show your work. [10pts]
4. Identify the conversion cost for obtaining the conversions for this campaign. Points will be
deducted if you do not show your work. Evaluate the success of the campaign by
comparing the conversion value to the conversion cost. Was this a viable campaign?
Should they repeat this campaign in the future? Why, or why not? [10pts]
5. Knowing that 1 out of every 10 forms (leads) results in a booking, what is the net profit for
the entire campaign? Points will be deducted if you do not show your work. [10pts]
6. You notice not as many emails were opened as you had hoped for this first campaign (only
19%). You suggest that DMK Management should segment their email subscriber list.
Define email segmentation AND explain while it will help boost their open rates. [10pts]
Additional Marketing Application Recommendations:
After the campaign is over, you suggest that DMK Management consider other marketing efforts to
determine what needs to happen with their future marketing strategy:
3 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
7. You suggest that the company needs to add a blog to their website to help improve SEO
performance, and boost organic search results. Provide 3 reasons why the blog will help
improve their SEO performance. [10pts]
8. Your marketing agency also suggests the company should increase the keyword density of
their blog posts. Define keyword density. Name at least 2 resources (websites) that can
assist with selecting the correct keywords, conducting keyword research, or measuring
keyword density. [10pts]
9. DMK Management has been writing press releases, but they do not seem to get much
attention. After reviewing some of their previous press releases, you realize they are not
optimizing them for search. What does optimizing a press release for search mean? What
2 elements would you recommend they include in their future search optimized press
releases? [10pts]
10. The company has heard of businesses incorporating Affiliate Marketing into their marketing
efforts. Propose an affiliate marketing strategy for the company to consider. How will the
strategy work, AND for what actions will the company pay a commission? [10pts]
4 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
Bonus: For an opportunity to earn additional points, please answer the following question. A final
assignment score greater than 100% cannot be earned. Partial credit cannot be earned on this
question, unless earning full credit will increase the final score to greater than 100%.
Identify the micro-conversion rates for the entire campaign. Please show your work. [5pts]
5 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
EBMS Policies:
Late Policy
You will receive a 20% deduction for submitting the assignment one day late, a 50% deduction for
submitting the assignment two days late, and no assignment will be accepted after the second day. Any
assignment submitted late will receive a flat 5-point GPS deduction.
Original Work
Students may not reuse identical or near-identical work that was submitted for the same or a previous
course in EBMS, or any prior degrees, unless approved, in writing, by the course director. Each student is
expected to create new, original work, every month, answering the criteria for each individual course
assignment. An assignment identified as resubmitted work from a previous class, or prior attempt of this
course, will receive a grade of 0 as well as a loss of GPS points. A second occurrence will be considered
Academic Dishonesty and subject to the penalties outlined in the Student Manual. Please refer to your
Student Manual for the complete Full Sail Code of Conduct and Standards of Behavior, including the
consequences of academic dishonesty. If you have any questions, please contact your Course Director or
Student Advisor.
Grammar, Punctuation and Sentence Construction (10%)
A one-point deduction for each non-repetitive error. For example, one word spelled incorrectly
throughout the assignment receives only one point deduction. For non-repetitive errors, these criteria are
uncapped (i.e. 25 typos = 25 points deducted).
Rubric:
Each question is worth 10% of the assignment grade. Work must be shown to qualify for the possibility of
partial credit.
6 DMK
Digital Marketing Case Study
Name:
Background:
DMK Management is a talent management agency. They have recently approached you, a digital
marketing expert, about a digital marketing campaign. Before they approached you, DMK
Management determined that they wanted to incorporate email marketing in their marketing
campaign. They have developed an extensive email subscriber list that they would like to utilize for
the first time. Their budget is $4,250.
Their campaign objective statement is to increase the number of bookings for their talent. Knowing
this, they have determined that their goal for this campaign is to utilize a more information lead
form they created to measure leads for their talent. Historical financial information shows they
book 1 job for every 10 forms (leads) completed. On average, a booking generates gross revenue of
$2,100. Subtracting all of their business costs and overhead (not including the cost of this
marketing effort), they determine that their average gross profit per booking is around $900
meaning their business costs equate to around $1,200 per booking.
Campaign Pre-Planning:
Objective Statement: Increase the number of bookings for DMK Managements roster of
talent.
Goal: Use email marketing and a more information lead form to increase talent bookings.
KPI: [determined in Q1]
Target: [determined in Q2]
1.
What is the best KPI for this Campaign? Why? [10pts]
2. Knowing that DMK Managements budget for the email campaign is $4,250, and using the
appropriate formula, determine DMK Managements minimum KPI target to break even.
Express your answer as a whole number. (Note: the campaign will need to generate at least
$4,250 to break even.) Points will be deducted if you do not show your work. [10pts]
1 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
2 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
Campaign Results:
Lets say that the email campaign has run its cycle and your analytics show 26,000 emails were
delivered, 5,000 emails were opened, 3,000 readers clicked on the more information form link
within the email, and 800 information forms were completed:
3. Identify the conversion value AND the campaign conversion rate for the entire email
campaign? Points will be deducted if you do not show your work. [10pts]
4. Identify the conversion cost for obtaining the conversions for this campaign. Points will be
deducted if you do not show your work. Evaluate the success of the campaign by
comparing the conversion value to the conversion cost. Was this a viable campaign?
Should they repeat this campaign in the future? Why, or why not? [10pts]
5. Knowing that 1 out of every 10 forms (leads) results in a booking, what is the net profit for
the entire campaign? Points will be deducted if you do not show your work. [10pts]
6. You notice not as many emails were opened as you had hoped for this first campaign (only
19%). You suggest that DMK Management should segment their email subscriber list.
Define email segmentation AND explain while it will help boost their open rates. [10pts]
Additional Marketing Application Recommendations:
After the campaign is over, you suggest that DMK Management consider other marketing efforts to
determine what needs to happen with their future marketing strategy:
3 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
7. You suggest that the company needs to add a blog to their website to help improve SEO
performance, and boost organic search results. Provide 3 reasons why the blog will help
improve their SEO performance. [10pts]
8. Your marketing agency also suggests the company should increase the keyword density of
their blog posts. Define keyword density. Name at least 2 resources (websites) that can
assist with selecting the correct keywords, conducting keyword research, or measuring
keyword density. [10pts]
9. DMK Management has been writing press releases, but they do not seem to get much
attention. After reviewing some of their previous press releases, you realize they are not
optimizing them for search. What does optimizing a press release for search mean? What
2 elements would you recommend they include in their future search optimized press
releases? [10pts]
10. The company has heard of businesses incorporating Affiliate Marketing into their marketing
efforts. Propose an affiliate marketing strategy for the company to consider. How will the
strategy work, AND for what actions will the company pay a commission? [10pts]
4 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
Bonus: For an opportunity to earn additional points, please answer the following question. A final
assignment score greater than 100% cannot be earned. Partial credit cannot be earned on this
question, unless earning full credit will increase the final score to greater than 100%.
Identify the micro-conversion rates for the entire campaign. Please show your work. [5pts]
5 DMK
v.3
WEEK 3 | 10%
Digital Marketing Case Study
EBMS Policies:
Late Policy
You will receive a 20% deduction for submitting the assignment one day late, a 50% deduction for
submitting the assignment two days late, and no assignment will be accepted after the second day. Any
assignment submitted late will receive a flat 5-point GPS deduction.
Original Work
Students may not reuse identical or near-identical work that was submitted for the same or a previous
course in EBMS, or any prior degrees, unless approved, in writing, by the course director. Each student is
expected to create new, original work, every month, answering the criteria for each individual course
assignment. An assignment identified as resubmitted work from a previous class, or prior attempt of this
course, will receive a grade of 0 as well as a loss of GPS points. A second occurrence will be considered
Academic Dishonesty and subject to the penalties outlined in the Student Manual. Please refer to your
Student Manual for the complete Full Sail Code of Conduct and Standards of Behavior, including the
consequences of academic dishonesty. If you have any questions, please contact your Course Director or
Student Advisor.
Grammar, Punctuation and Sentence Construction (10%)
A one-point deduction for each non-repetitive error. For example, one word spelled incorrectly
throughout the assignment receives only one point deduction. For non-repetitive errors, these criteria are
uncapped (i.e. 25 typos = 25 points deducted).
Rubric:
Each question is worth 10% of the assignment grade. Work must be shown to qualify for the possibility of
partial credit.
6 DMK
-
Rating:
/5
Solution: BUsiness Week 3 Digital Marketing Case Study 2015