Group Assignment – Digital Marketing (For practice program)

Lecturer: Tung Tran

Email: [email protected]

Assignment: Choose any product/service, proceed to create a website, and use Digital
Marketing Channels to effectively bring this product/service to market.

Description

A team will build and operate an integrated digital marketing platform for a product/service or
idea or organization of their choice. E.g. a museum, a school, an app, a healthy diet, safe driving,
online identity protection, recycling, saving energy, saving water, etc.

The integrated digital marketing platform includes the following interrelated components:
● WordPress CMS: build a website for marketing purposes. The website must have interesting
original content to acquire and retain customers
● SEO: make the website and its content visible on search engines organically. It will
drive traffic to the website.
● Google Ads: make the website and its content visible on search advertising and
Google advertising network. It will drive traffic to the website.
● Facebook & Youtube (other social media networks are optional): build a social media
platform and connect it with the website. It will develop a customer base on social media
and drive the customers to the website through organic or Facebook ads campaigns.
● MailChimp/Hubspot CRM: build an email platform and integrate it with the website and
social media. It will develop a list of subscribers and drive them back to the website multiple
times.

This is a real project that requires you to have real customers. However, revenues and profits are
not required. Please make sure that you have total control over the project during the course.

Objectives and KPIs

Objectives KPs
Website customer base Visitors
Traffic to the website Views
Traffic to the website from SEM Views from organic search and Google Ads
Social media customer base Facebook page likes (or followers on other platforms)
Traffic to the website from social Views from social media
media
Email customer base Email list subscribers
Traffic to the website from emails Views from emails

Instruction
1. Design a website:
• WordPress CMS (free or premium) in www.wordpress.com
 • Each
words. post contain
The website must the
have01atkeyword
least 05 of 06 keyword
pages: chosenproduct/service,
home, about, above blog,
contact (have email subscription using MailChimp/Hubspot) with original content.
4. Sign up for a Google Ads account
You can choose different names for your pages.
5. Run at least 03 search ads on Google Ads using the keywords above (You must pay at least
160,000 VND to running Google ads campaign)
6. Set up a Facebook page. Optional: other social media such as LinkedIn, Instagram, Tiktok …
7. Link the FB page with the website
8. Share all of the blog posts (at least 06) on the FB page (long posts). You should only post a
brief introduction of the blog post that is interesting enough for visitors to click on the link to
go to your website to read more.
9. Post 24 short posts on the FB page in addition to the 06 long posts above. The short
posts should be engaging such as: having media, having questions, calls to action, etc.
10. Share all 30 of your FB posts on all of your personal social media
11. Engage with customers in the comments.
12. Invite people (your social media friends and people who like your posts) to like your page.
13. Find at least 03 Facebook groups that discuss the same topics then join the conversation
there, promote your FB page and posts, and bring customers back to your FB page and
website.
14. Promote your FB page (01 ads)
15. Run at least 03 ads to promote your FB posts (these should be the posts that have links to
your website).
16. Use Facebook Insights to monitor the page’s performance.
17. Set up a Mailchimp/Hubspot account.
18. Create an audience list in Mailchimp/ Hubspot
19. Create signup forms in Mailchimp/ Hubspot
20. Add the signup forms (Mailchimp/ Hubspot) to your website – email subscription page.
21. Run campaigns on your website, Facebook, and personal emails to invite people to subscribe
to your audience list which will be used to notify them when you have new blog posts on
your blog page. Send newsletters to the subscribers to invite them to read your blog posts on
your website (all 06 posts). You should only have a brief introduction of the newsletter that
is interesting enough for visitors to click on the link to go to your website to read more.
22. Use MailChimp/ Hubspot Reports to monitor the performance.
23. Create a Youtube channel
24. Create a Video to introduce about your project or product to get more view
25. Use YouTube analytics to monitor the performance.

Activities: 50 points
Doing all the requested activities will give you 50 points.
A lack of any activity will severely affect your grade.
 KPIs: 30 points
KPIs 1 2 3 4 5
point points points points points
Visitors 100 150 250 500 1000
Views 100 300 500 1000 2000
Views from organic search and AdWords 10 20 50 80 100
Facebook page likes 100 200 300 400 500
Views from Facebook 50 100 150 200 30
0
Views from emails (click) 10 20 30 40 50

Video YouTube: 20 points

You will sell your project on YouTube. Your group will be evaluated based on the audience
responses in the table below with a maximum is 20 points. If your video has under 200 views,
your group will have only 02 points.

KPIs 2 3 5 10 15 20
points points points points points points
View Youtube <200 200 400 600 800 1000

Project Report Template

Single file with the website domain name as the file name
- Group name and member names.
- Links to the website, Facebook page (and any other social media)
- List of keywords
Please highlight the relevant numbers on all of the screenshots.
The screenshots in this template are for illustration purposes only. Different versions of the
software might have different appearance and layouts.

Marketing objectives and KPIs

Objectives KP Current Points
Is
Website customer base Visitor
Traffic to the website Views
Traffic to the website from Views from organic
SEM search and Google
Ads
Social media customer Facebook page likes (or
base followers on other
platforms)
Traffic to the website from Views from Facebook
social media
Traffic to the website from Views from emails
emails
KPI Points

Screenshots of the WordPress dashboard show the numbers of unique visitors (users) and visits
(sessions/Views) from all channels. E.g.

Screenshots of Facebook Insights that show the total number of Page likes. E.g.
Screenshot of the full audience list in MailChimp/Hubspot

Expenditures (cost of this project)

Activiti Expenditures
es (VND)
Website domain/hosting
AdWords 1
AdWords 2
AdWords 3
Facebook page promotion
Facebook post boosting 1
Other
 Total

Activity Checklist
N
Activity Status
o.
Do
1 Design a website with at least 05 pages
ne
Choose at least 06 keywords (you must use Keyword planner to evaluate
2
monthly volume search and the competitive level of these keywords)
Create a blog page on your website and write at least 06 original
3 blog posts (it is recommended to have photos or videos on your
posts). Each post must have at least 300 words. Each post contain
the 01 keyword of 06 keyword chosen above
4 Signup a Google Ads account.
Run at least 03 search ads on Google Ads using the keywords above (You
5
must pay at least 160,000 VND to running Google ads campaign
Set up a Facebook page. Optional: other social media such as LinkedIn,
6
Instagram, Tiktok …
7 Link the FB page with the website
Share all of the blog posts (at least 06) on the FB page (long posts). You
8 should only post a brief introduction of the blog post that is interesting
enough for visitors to click on the link to go to your website to read
more.
Post 24 short posts on the FB page in addition to the 06 long posts
9 above. The short posts should be engaging such as: having media, having
questions, calls to action, etc.
1
Share all 30 of your FB posts on all of your personal social media
0
1
Engage with customers in the comments.
1 Invite people (your social media friends and people who like your posts) to
like your page.
Find at least 03 Facebook groups that discuss the same topics then join the
1
conversation there, promote your FB page and posts, and bring customers
back to your FB page and website.
1
Promote your FB page (ads)

1 Run at least 03 ads to promote your FB posts (these should be the posts
that have links to your website).
1
Use Facebook Insights to monitor the page’s performance.
1
Set up a Mailchimp/Hubspot account.
1
Create an audience list in Mailchimp/ Hubspot
1
Create signup forms in Mailchimp/ Hubspot
2 Add the signup forms (Mailchimp/ Hubspot) to your website – email
subscription page.
Run campaigns on your website, Facebook, and personal emails to invite
people to subscribe to your audience list which will be used to notify
2 them when you have new blog posts on your blog page. Send newsletters
to the subscribers to invite them to read your blog posts on your website
(all 06 posts). You should only have a brief introduction of the newsletter
that is interesting enough for visitors to click on the link to go to your
website to read more.
2 Use MailChimp/ Hubspot Reports to monitor the performance.
2
Create a YouTube channel
2
Create a Video to introduce about your project or product to get more view
2
Use YouTube analytics to monitor the performance.

Screenshots of Activities and Results

1. Screenshots of the Yoast SEO analyses (description, readability, and keyword tabs. If you
use more than 1 keyword for the post, please include all keyword tabs) for all blog posts. All
must be green. Up to 3 orange dots are allowed but no red dots. E.g. (Optional)
2. Screenshots of all Google AdWords ads copies. E.g.

3. Screenshots of all AdWords results. E.g.

4. Screenshots of the Facebook page promotion, the 1 post ads, and their results. E.g.
5. Sample screenshots of the campaigns to get email subscribers.

6. Sample screenshots of the newsletters.

7. Screenshots of the final metrics on MailChimp for all newsletters. E.g.

8. Video Youtube performance