Digital Marketing Tools Portfolio

Week 1: Digital Marketing Strategy

Student name :

Student number :

1. Introduction: brief summary of type of business & industry

Name of the business
Industry
Existing business?	☐ Existing business and I got their permission ☐ Inspired on an existing business, with changes to avoid trademark issues ☐ Completely invented business
Main competitors
Location
Number of staff
Other background information	(Substitute this text by appendix page reference if needed, in case the information you want to fill in does not fit in this box. Otherwise delete this text)
Why I chose this business
Competitive Advantage	What is going to differentiate you and make you stand out versus your competitors?
Branding	What is the Brand Positioning Statement? (Check Marketing Plan’s Template). What is going to be your reputation, style (i.e., colors, imagery, fonts etc)?

fonts etc)?

2. Target market analysis: buyer persona

Example of template available in: Substitute below image with your buyer persona.

3. Digital Marketing Objectives

Financial Business Objective
Rationale

	DM objective	Tactic #1	Tactic #2
Reach
Engage
Activate
Nurture

4. User Experience Factors:

Prioritize and list the top seven key user experience (UX) factors of your site along with 3-5 sentences for the top three key factors as to why those experiences are important for your company and industry.

#1 UX key factor:	[List factor]	[Identify rationale]
#2 UX key factor	[List factor]	[Identify rationale]
#3 UX key factor	[List factor]	[Identify rationale]
Four additional user experience factors	[List 4 additional factors]	Rationale not needed

5. Sitemap

Create your own sitemap using the tool . This will be the foundation for building your full website later. 5% of your total grade.

[Save sitemap as a jpg and paste a copy of the image here]

[Write one paragraph on what you see as the top three main pages that you would expect the top traffic from visitors]

6. Business Webpage

Build your business webpage using Wix. Make a short clip of it: your screencast should be uploaded to YouTube and is a maximum of 2 minutes, giving both a visual and verbal walkthrough of your website, sharing highlights. 10% of your total grade.

Tips and resources for building your webpage

· Use wix.com. Create your account and then click on “Create New Site” then “What kind of website are you creating?” and so on.

· Use the following Wix tutorial to help you, or make your own research for any other:

· Reference your site map to design the structure

· For design principles, please review: https://vwo.com/blog/crap-design-principles/

· To design your logo, please use the free resource, . After designing the logo, click on download and choose the link “download a low-resolution free logo” found in the center of the page, below “Congratulations. You just created an excellent logo.”

· Use stock photos for your website imagery. You can find free stock photos at:

· Also, make sure that you set your website live free through Wix.

Tips and resources for making your video explaining your designed homepage:

· Use the tool screencast-o-matic.com to create your video

· Say the following disclaimer at the beginning of your video: “This website is created for the digital marketing tools course at The Hague University of Applied Sciences by ADD NAME. This company is not related to any entity businesses.”

· Your video should be 2 minutes maximum.

· Your video should address the questions?

· Why did you choose the particular design?

· What design principles did you incorporate?

· What are the tabs on the page?

· What are the features of the page?

· Upload your video to YouTube.

[Provide link to youtube video explaining designed homepage for your company]

[Provide the URL to your website]