Digital Marketing
Timeline
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September 15, 2023Experience start
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December 8, 2023Experience end
Categories
Advertising Digital marketing Search engine optimization Social media marketingSkills
target audience google analytics page layout digital advertising search engine optimization auditing bidding advertising designThe project is to help the company to refine its website and run a digital ad campaign.
1. Web Auditing: The company should register on Google Analytics and provides students with access. Based on the data, students will evaluate the company's website in various aspects, including navigation structure, page layout, content, and search engine optimization (SEO), and provide concrete suggestions to improve the website.
2. Digital Ad Campaign: Students will design a two-week ad campaign for the company. The company decides the campaign objectives and budget. Students will provide campaign plans, including ad channel selection, budget allocation, keywords/target audience settings, the bidding strategy, and detailed ad design suggestions. The company will select one plan, and students will help to execute it.
The company needs to provide access to its Google Analytics and digital ad accounts, a budget of $500~$1,000, and necessary ad content (text, photo, video) during the project.
There will be about 14~16 student groups in the course, supervised by Profs. Paula Lanza. Usually, one company will work with 3~4 groups.
Each student group will provide a web auditing report with assessments of the website's functionalities and components and specific suggestions on navigation structure, page layout, content, search engine optimization, etc.
Each student group will propose a digital ad campaign plan, including ad channel selection, budget allocation, keywords/target audience settings, bidding strategies, and detailed ad design suggestions. Student groups will provide written plans and orally present their plans. The company will select one group's plan, and the selected group will work with the company to implement the plan.
Students will NOT develop ad content for the company. It will be the company's responsibility to prepare the needed ad content. Students' contribution will be mainly on campaign arrangement, settings, and execution.
Project timeline
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September 15, 2023Experience start
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December 8, 2023Experience end
Project Examples
The course projects have run for two years. Students in the previous classes worked with a variety of businesses, including restaurants, retail stores, wellness training organizations, and online start-ups. Most partner companies' websites have been improved based on student web auditing reports. Digital ad campaigns increase almost all companies' web traffics significantly. About 40% of companies received more business leads than their initial objectives. In 30% of cases, the companies' lead generation goals were matched, and in the other 30% of cases, the ad campaign generated fewer leads than expected.
Companies must answer the following questions to submit a match request to this experience:
A representative of the company will be available to answer questions from students in a timely manner for the duration of the project.
A representative of the company will be available for a pre-selection discussion with the administrator of the course to review the project scope.
The company should have a Google Analytics account of its website no later than May 1st. Confirm you have Google Analytics and are comfortable sharing on an intro call. Please also indicate if you have any other digital ad accounts below.
A budget of $500~$1,000 CAD, is necessary along with ad content (text, photo, video) during the project. Please confirm you are in agreement and the budget you will allocate below
Timeline
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September 15, 2023Experience start
-
December 8, 2023Experience end