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Module 1 Challenge | Sustainable Strategy 

Background

Success in digital marketing requires preparation and strategy. In this challenge, you are tasked with creating a digital marketing strategy for a new sustainable clothing brand called Ikiru Gear. The goal is to position Ikiru Gear as the go-to brand for environmentally conscious consumers. By utilizing the tools and concepts from the first three lessons of the course, you will develop a well-informed and actionable strategy for the company’s entrance into the marketplace.

Objectives:

The objectives of this challenge are to:

    • Create a value proposition that highlights Ikiru Gear’s unique offerings.
    • Design realistic and achievable objectives with Key Performance Indicators (KPIs).
    • Develop personas based on audience research.
    • Develop a funnel/customer journey framework tailored to the goals.
    • Create an ideal channel mix by researching successful competitor tactics.
    • Provide KPIs for each stage of the funnel that align with the digital channel mix.

Instructions:

To create a digital strategy deck for Ikiru Gear, follow these steps:

    1. Open the Sustainable Strategy deck and make a copy for your own use. The deck provides an overview of the company, its products, competition, and pre-designed sections to fill out.
    2. Refer to the cheat sheet for extra guidance while completing each section of the strategy deck. The cheat sheet includes links to tools covered in the course to assist with research.
    3. After reading the company overview and information on audiences and competitors, formulate a value proposition for Ikiru Gear that succinctly highlights its unique benefits.
    4. Formulate three objectives for the overall strategy using the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound). Assign corresponding KPIs to each objective.
    5. Based on the information provided in the deck and additional research, create detailed personas for each target audience of Ikiru Gear.
    6. Build out a hybrid funnel/customer journey by selecting appropriate digital channels. Use the tools linked in the cheat sheet to research the channels your competitors are using.
    7. Add corresponding KPIs at each stage of the funnel and align them with the digital channels chosen. Note that objectives and KPIs may differ for the same digital channel used in different funnel stages.
    8. Complete the Sustainable Strategy deck with the following sections: value proposition, three overall digital strategy objectives with corresponding KPIs, two completed personas, hybrid funnel/customer journey with a digital channel mix, and KPIs for different stages of the funnel aligned with chosen digital channels.

Required Deliverables:

Ensure your completed Sustainable Strategy deck addresses Ikiru Gear’s marketing needs and includes the following sections:

    • A value proposition that succinctly highlights the benefits Ikiru Gear provides to customers.
    • Three overall digital strategy objectives with corresponding KPIs.
    • Two completed personas representing the target audiences.
    • A hybrid funnel/customer journey that includes the digital channel mix.
    • KPIs for the different stages of the funnel aligned with the chosen digital channels.

Bonus:

If desired, create two creative examples of content that Ikiru Gear could use. Align the content with the target audience’s preferences and the chosen digital channels. Examples can include social media posts (e.g., Instagram), banners, blog posts, and more.

Submit the completed Sustainable Strategy deck along with any additional bonus materials.

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