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Today I have begun a campaign management course in which I am learning the strategies to helping map out and plan advertisements and campaigns. Basically, how is a company going to schedule their marketing plans. The course asks to create in-class projects as well as assignments for homework. Today we will be working on three key ideas to manage campaigns followed by 3 group projects.
The first exercise asked to create a campaign that would promote NYU’s digital marketing certificate with a well funded budget by identifying the following:
1. Target audience the program wishes to reach: My group came up with two audiences. The first is a group of young professionals from the ages of 25-35 years old. These are people who maybe are just exiting the undergraduate program or looking for a cheaper opportunity to substitute a graduate program. The main message the school wants to send to this group is “invest in yourself.” This program is a great stepping stone into college or graduate program and helps introduce topics to those who want to learn about online marketing. The program really wants to display that it would help the young professionals really learn how to create their own personal brand.
The second target audience would be big businesses and corporations who want to further train their employees. Some companies who lack digital recognition and an online strategic plan might need send employees to take classes so that they can learn to utilize their online tools properly. This is mainly targeting businesses that are really looking to update their systems. The previous target audience mentioned aims to send the message “invest in yourself” where as this program wants to display the message “invest in your employees” instead.
2. Pick two different channels to market from:
a) Paid search – This would be search engines such as Google. When going around a circle through the group I was working in, we discovered that a majority of us found the class and certificate program through searching online. So, we decided to emphasizing investing in keywords that would boost SEM. My group also decided to find businesses to market the program to through LinkedIn. This channel would allow us to gain access to company and individual profiles so we can see top CEO’s to determine which companies are wiling to invest in our program or what schools individuals graduated from.
b) Email list – This would be sent out to alumni and those who have already graduated NYU to let them know about more opportunities with the school. This would be to those who graduated both the MBA, graduate programs, undergraduate students, and maybe even those who didn’t get accepted or didn’t enroll. This is a form of online and direct mailing and marketing.