13
ASSESSMENT 2
BSB42415
Course Name
Certificate IV in Marketing and Communication
Subject/module Digital Media
Assessment method Project
Weighting 50%
BSBMKG421
Units of Competency
Optimise digital media impact
Instructions
1. Assessments should be completed as per your trainer’s instructions.
2. Assessments must be submitted by the due date to avoid a late
submission penalty.
3. Plagiarism is copying someone else’s work and submitting it as your
own. You must write your answers in your own words and include a reference list. A
mark of zero will be given for any assessment or part of an assessment that has been
plagiarised.
4. You may discuss your assessments with other students, but submitting
identical answers to other students will result in a failing grade. Your answers must be
yours alone.
5. Your trainer will advise whether the assessment should be digitally uploaded or
submitted in hard copy. Assessments that are digitally uploaded should be saved in pdf
format.
6. You must attempt all questions.
7. You must pass all assessments in order to pass the subject.
8. All assessments are to be completed in accordance with WHS regulatory
requirements.
ADDENDUM | © 2019 YOUNG RABBIT PTY LTD, AUSTRALIAN PACIFIC COLLEGE BSB42415 CERTIFICATE IV IN MARKETING AND
COMMUNICATION | DIGITAL MEDIA_V1.7
14
Assessment 2
Project
Stop’n’stayTM is a company where Australian homeowners advertise their
homes for short term lease by business travellers and, where business travellers
can search for suitable accommodation while they are travelling. The business
follows a model similar to Airbnb.com.
Stop’n’stay have used LinkedIn, Facebook and Twitter to promote their services
as well as a range of print media. As part of the monitoring process, the
marketing team notice that traffic to the website is not really as high as they had
hoped and there are not as many click-throughs from social media as expected.
The team have been updating social media posts each month and are now
looking for ways to increase their exposure using social media.
One of the business’ goals is to attract more homeowner registrations
(suppliers) so that they have a greater range of accommodations available
across the country. The other goal is to drive traffic to the website so that
business travellers use their services as a preferred company for locating
accommodation.
They have asked you to develop a way for them to optimise their digital media
impact.
1. Develop a plan for how you will analyse their current digital media impact.
(10 marks)
Firstly, I will look into analytics (dashboards, insights, and reports) to analyze the
customer’s attitude towards Stop’n’stay, and to know where the traffic is coming
from,(to know which ads were effective and which ads weren’t, if we can find an ad
that was effective, we can try more of that kind of ad) and for all the data that we
can get.
I will investigate online store conversion rates, online store sessions by location (for
next ads location targeting), top landing pages by sessions, online store sessions by
social source.
I will also use email marketing to engage the members of the Stop’n’stay, for the
purpose of constantly visiting websites, we will run some of the events as well.
Secondly, we will also collaborate with social influencers for brand awareness, and
to attract new customers. The media used will be Instagram, Weibo, and Tiktok. We
will create a discount code for each influencer (such as their names) so that we can
process an event and know effective influencers at the same time.
Thirdly, we will continue to work on google ads, Facebook, and Instagram ads.
We will constantly monitor and compare the ads campaign, such as the number of
page views, click-throughs, shares, comments.
2. Create a framework for developing and testing the strategies.
a. Take into account the customer journey. (10 marks)
First of all, I will analyze the audience, customers and members.
After getting the result, I will set up lookalike targets with my current
customers.
After setting up targets, I will create a short video for advertisement, that shows
effectively what exactly Stop’n’stay platform is, what it does, how to use the
platform, and functionalities.
The main goals are to make the platform well known to the audience and to
attract new customers. After testing interaction with the target audience, I
need to adapt rapidly to changing customer expectations and interactions.
b. What tools might you use to maximise customer engagement and why
Will you use them? (10 marks)
Firstly, I will use live chat on Stay’n’stop website. According to reports by
consultancy, live chat has the highest level of customer satisfaction-standing at
73% compared to 61% for emails and 44% for phones.
Secondly, I will use a coupon roulette on the website, that offers discounts to
visitors when they are about to leave the website and convert them into paying
customers. Mainly because to spin the roulette, visitors are asked to enter their
email address, so that I can export the list and make the prospects return
customers by sending them special promotion emails.
c. Who will you involve in this process and why will you involve them? (5 marks)
Through this process, I will involve
1. Marketing team: marketing team will be focusing on analyzing data, monitor and compare
the ads campaigns, and identifying the target audience. Also plan the new marketing ideas.
2. Financial team: finance team will be focusing on budget size.
3. Design team: will be focusing on public relations. Also making, writing, handling contents
of ads.
d. What channels will you use and why will you use them? (10 marks)
I will run advertising on Youtube and Facebook with the video I have created.
Youtube advertising contains a lot of pros, it is an amazing way to get my video
ads out in front of a relevant, engaged audience. I chose to use Youtube
advertising mainly because beyond targeting people on demographics like age,
gender, parental status, and interest, Youtube also allows us to focus ads on
specific channels or videos. Secondly, there are also un-skippable video ads,
which makes the audience must watch the ads for a few seconds, and that
leads to a reduced percentage of missing new customers.
Facebook is the second most visited website in the world (after Google) and is
the perfect platform for advertising. Facebook has a large number of users
and their applications that allow generating high impact strategies, supports,
and brand image, and allows segmented advertising.
3. Show how you will:
a. evaluate the impact of the digital media and assess the effectiveness?
(10 marks)
Ad effectiveness offers an end-to-end solution for brands looking to
understand the impact of our ads on the audiences we want to influence.
Firstly, for Facebook marketing, I will track the Facebook insights, conversion
rates, (I can track add to cart, view pages, purchased, etc.. on Facebook.) and
engagement, such as the number of likes, comments, and shares that my
contents are getting. In addition, I will review the number of friends from
those who became fans during a specified period of time or during promotion
and those who commented on or liked my posts to identify the potential
monthly Facebook reach.
Secondly, for Youtube marketing, I will measure the number of views for
videos tied to a promotion or specific periods of time, such as monthly, and the
total number of the subscribers.
Thirdly, measure the amount of direct sales revenue the campaign produces.
b. How might this impact on future strategies? (5 marks)
Being successful with marketing in the long term requires learning from your
campaigns. When we monitor and analyze campaigns, we have change to dig
in and see how things are actually performing. If the levels of success are low,
you need to drill down and figure out what the problems are. At that point you
can decide whether to reinvest in improving your campaign, or call it quit so
you can focus on new ones but gaining knowledge along the way.
When a campaign is going particularly well, you can “follow the bright spots”
and learn from them to ensure your future campaigns are just as successful.
Assessment 2 total: 60 marks
ADDENDUM | © 2019 YOUNG RABBIT PTY LTD, AUSTRALIAN PACIFIC COLLEGE
BSB42415 CERTIFICATE IV IN MARKETING AND COMMUNICATION | DIGITAL
MEDIA_V1.7
