Module 13 | Final Project Assignment: Reward the Customer Summary
In the final project assignment, students are required to develop a marketing plan and campaigns for a loyalty program to re-engage past customers and encourage future purchases. The objective is to craft a multi-channel re-engagement campaign with measurable objectives and key performance indicators (KPIs) aligned with the business objectives. The project involves using new and existing data to make decisions about reaching desired audience segments. The marketing plan should address motivating existing customers to make regular purchases and utilizing customer data to re-engage them.
The project is based on a business scenario where the marketing team has experienced a decline in return on ad spend (ROAS) due to increasing marketing costs and stagnant customer spending. The solution proposed by the head of marketing is to implement a loyalty program. Students are required to select a business category and design a loyalty program and marketing plan using multi-channel digital marketing strategies. The selected business should have a website with an ecommerce store, a physical store, a Facebook page, and at least one page on a social channel other than Facebook.
The project requires creating a marketing brief, loyalty program details, personas, and other key information. Students will develop a marketing plan focused on re-engaging customers through the loyalty program and present it to the class. The required deliverables include a slideshow presentation covering various aspects such as loyalty program components, program objectives, marketing tactics, KPIs, digital marketing channel plan, marketing funnel visualization, retargeting plan, search campaign, display advertising campaign, social media campaign, and automated workflow plan. Screenshots of campaign setups will be included in the appendix.
On the final day of class, students will present their loyalty program and marketing plan as if presenting to a company’s C-suite leaders. The project aims to showcase the application of digital marketing skills, creative thinking, and problem-solving in a real-world scenario.