Group Presentation Brief:
Prepare and present a digital marketing strategy for an eco-friendly
hotel in Greece.
Each group of students (teams of 2) will
prepare and present the strategy by following the following guidelines:
Set the marketing goals
Build the personas
Conduct competitive analysis
Identify the digital marketing channels
Develop specific tactics
Student groups are not
required to deal with finances or go into technical details.
Presentation
time: 20 minutes
Based on your thorough research you have to
prepare a presentation. The structure of the presentation should be the
following:
Marketing goals
–
Marketing goals should always be tied back to
the fundamental goals of the business.
For example, if the business’s goal is to increase online revenue by
20%, the marketing team’s goal might be to generate 50% more leads via the
website than the previous year to contribute to that success.
Personas
–
You need to know who you’re marketing to
–
Focus on both quantitative & qualitative
information
–
Information should be based on real data
–
How can you describe your solution to have
the biggest impact on your personas? Define your marketing message accordingly.
Competitive analysis
–
Examine similar brands in the specific
industry to gain insight into their offerings, branding, sales, and marketing
approaches
–
Outline 2 competitors
–
Figure out their competitive advantage
Digital marketing channels
–
Use a combination of channels in your digital
marketing strategy to achieve the business objectives
Details for the supportive material format:
–
Use a visual presentation tool, such as Power
Point, Canvas or any other of your choice
–
The slides should be neat and well organized
–
There should be plenty of “white” or blank
space
–
Try not to make your slides overcrowded with
words
–
Make sure there is a clear color contrast
between the background and the type
The type should be large (minimum 18 points) and easy to read
