digital marketing plan for the Exeter City Football Club. (see file Assignment request

The assignment concerns a digital marketing plan for the Exeter City Football Club. It is an assignment that
requires a practical and applied approach.
This assignment aims to mirror the approach taken when marketing agencies and consultancies are
responding to a client brief. The sales manager and digital marketing expert of ECFC made us a presentation
(see video) and we were given material consisting of a survey and site and social medias analysis (all this
material is attached).
Having received the brief from case study, the task is to follow the realistic process of researching, pitching
and then developing a detailed plan to meet client’s specified objectives.
The assessment itself should utilize the SOSTAC structure

The digital marketing project required is divided into four parts: Analysis situation, Digital plan; Sample
content social media¸ Strategy pitch
The first: analysis of the situation. has already been done and is not part of the job that is required in this
order.
The other three parts that are required in this order are:
1) Digital plan: is required to design a strategic digitally-focused marketing plan to meet the clients’ brief.
This task is testing your ability to produce a focused, relevant and well-constructed marketing plan proposal.
This is where you will lay out your proposal in detail, utilizing the SOSTAC framework as your structure.
Structure & indicative content
Introduction: Brief introduction to outline what this submission will include SWOT analysis, or similar,
summarizing the initial findings of Part 1 is also recommended
Objectives Interpret the customer requirements to develop clear SMART marketing objectives (min 3
objectives)
Strategy Consideration of strategic issues including segmentation, targeting and positioning, and
organisational priorities (organisational fit).
Tactics Outline of proposed marketing activities addressing the full marketing mix and customer experience
Actions Detailed plan with costs and timings demonstrating an understanding of integrated marketing and
project planning principles. Can be presented using simple Gantt chart
Control Identification of relevant metrics and measurement techniques including KPIs and critical success
factors
2): Sample content social media posts/ads, blog/PR story (550 words equivalent) designed to appeal to a
specified target audience.
This task is testing your ability to create engaging, creative content. Alongside your poster pitch, this content
will be used to summarize and illustrate your core idea to the client. The top scoring submissions will be
exhibited in the final lecture where both the client and Sarah from AB will be on hand to review, ask
questions and provide valuable feedback to you.
Sample content Minimum 3 x social media/blog/ad examples. Brief comment boxes should be included
alongside your mock up designs to explain your thought process (see example in attached file)
Equivalent to 1 side of A3 paper, landscape or portrait submitted as PDF. (N.B only digital submission
required)
3) Infographic-style (200 word equivalent) 1 page visually-led outline of the content strategy. Designed to
create an effective and compelling ‘pitch’ of your idea to the client
This task tests your ability to create a simple and highly-engaging summary of your proposed plan. You need
to communicate your plan, its aims and overall approach in a way that will engage, intrigue and excite the
client.
Strategy pitch: High-impact outline of the proposed strategy, pinpointing overall aim, audience, key messages and impact. Must be clear and engaging and may incorporate a visually-led, ‘infographic’ approach to
presenting your plan
Equivalent to 1 side of A3 paper, landscape or portrait submitted as PDF. (N.B only digital submission
required)