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A marketing strategy is a long-term vision outlining a business’s value proposition to its customers. Rather than describing the concrete actions required in specific advertising campaigns, marketing strategies are a compass used to guide marketing efforts. 

While it may be tempting to hash out a marketing plan right away, thinking about the marketing strategy first can improve your product's success and give you a competitive advantage. Learn what marketing strategy is, why it matters, different types, and steps to create your own.

If you're ready to start building skills to create effective marketing strategies, consider enrolling in the University of Illinois's Developing a Winning Marketing Strategy course .

What is a marketing strategy? 

A marketing strategy is an overview of how a business or organization will articulate its value proposition to its customers. Generally, a marketing strategy outlines business goals, target market , buyer personas, competitors, and value for customers. It provides a long-term vision for overall marketing efforts, often looking many years ahead. 

Advantages of a marketing strategy

Marketing strategies can have a measurable impact on success. 

In 2022, CoSchedule surveyed 3,599 marketers and bloggers to identify their most successful marketing practices. They found that marketers who documented their marketing strategy were 331 percent more likely to report success than those who didn’t. Furthermore, marketers who were the most organized were found to be a whopping 674 percent more likely to report success [ 1 ].

Taking the time to create a marketing strategy can benefit your company's brand and bottom line. Watch this video to learn more about how to develop a winning marketing strategy:

Marketing strategy vs. marketing plan

People often use the terms “marketing strategy” and “marketing plan” interchangeably, but in reality, they are two different processes.  

A marketing plan describes the concrete actions and marketing tactics undertaken to complete a marketing campaign. Meanwhile, a marketing strategy outlines the big picture of a marketing effort, such as the business's target customers. The strategy describes what the marketing objectives are, while the plan describes how those objectives are going to be achieved.

For example, imagine an e-commerce business that is trying to grow its customer base. They start a referral program to encourage word of mouth but it has little success. If they had created a strategy, they might have realized they needed to tap into new potential customers instead. A digital marketing strategy focused on targeted blog posts and search engine optimization (SEO) would have yielded better results.

Interested in digital marketing? Check out Google Digital Marketing & E-commerce Professional Certificate to gain valuable skills to kickstart a digital marketing career:

Types of marketing strategy 

There are many different approaches to marketing – such as social media marketing or content marketing – but strategies for market growth can be found in Ansoff’s matrix . These four strategies are: 

Market penetration 

Product development 

Market development

Diversification

H. Igor Ansoff is a mathematician and business manager who created the matrix to help businesses define their strategies by varying what product is being sold and who the product is being sold to [ 2 ].

Ansoff’s matrix encourages markets to consider the four Ps , or the “marketing mix":

Product: What is being sold 

Place: Where it is being sold 

Price: What the product costs

Promotion: How the product is marketed to the target audience

The exact way that a marketer defines the four Ps for their marketing efforts will depend on the growth strategy they are using and the political and economic outlook of their market. 

Let’s take a closer look at each strategy from Ansoff’s matrix. 

Market penetration strategy 

Market penetration strategy is a growth strategy that involves selling existing products to existing markets. It is considered the least risky of all the strategies in Ansoff’s matrix. The strategy is typically considered most beneficial if the market is either growing or the marketer alters its promotional efforts through existing marketing channels [ 2 ]. 

McDonald's "I'm Lovin' It" campaign

An example of a market penetration strategy can be found in McDonald’s “I’m Lovin’ It” campaign from 2003. 

In the early 2000s, McDonald's faced flagging sales and plummeting stock prices. Rather than creating a new product (product development strategy), McDonald's instead focused on attracting existing customers in an existing market with a catchy ad campaign. The result was their wildly successful “I’m Lovin’ it” campaign, which featured a catchy new jingle sung by Justin Timberlake [ 3 ]. 

“I’m Lovin It” has since become McDonald’s longest-running marketing campaign since its founding in 1940 [ 4 ]. 

Product development strategy

A product development strategy involves the development of a new product for an already existing market. Typically, it is considered riskier than a market penetration strategy because it requires the creation of a totally new product. In order to be successful, product development strategies typically require innovation and further research into the existing market, including the profiles and needs of the target audience [ 2 ].  

Uni Kuru Toga's mechanical pencil for every day writing

An example of a successful (and surprisingly interesting) product development strategy can be seen in the Uni Kuru Toga mechanical pencil. 

As odd as it may seem, in the mechanical pencil world the Uni  Kuru Toga is something of a star. “[T]he Uni Kuru Toga is the best mechanical pencil for every day writing,” opined the New York Time’s Wirecutter in a 2018 article [ 5 ]. Wired, meanwhile, called it “the ultimate geek tool” [ 6 ]. 

What makes the pencil so unique? A specially designed internal gear mechanism that rotates the lead so it stays sharp as you write and diamond infused lead that doesn’t easily break under pressure. In effect, as a 2009 commercial for the pencil demonstrated, it was meant for people concerned with even handwriting and durable lead [ 7 ]. 

While the market for mechanical pencils was already well-established, the Uni Kuru Toga was able to find success through a product development strategy that offered consumers something new and useful.

Market development strategy

A market development strategy takes an existing product into new markets. Much like a product development strategy, a market development strategy is considered riskier than a market penetration strategy because it involves introducing a familiar product into an unfamiliar marketplace. While the product remains the same, the new place it is sold requires possibly new pricing and promotional efforts [ 2 ].  

Microsoft's Hololens technology

An example of a market development strategy is when Microsoft introduced its Hololens technology to an additional 29 markets in Europe in November of 2017 [ 8 ]. The augmented reality headset provides a unique user experience that allows professionals to work in a “mixed reality” environment. To promote their efforts, Microsoft released a YouTube video showcasing the unique use cases of the product in the workplace, such as through interactive employee training programs in industrial environments [ 9 ]. 

Diversification strategy

A diversification strategy involves the development of a new product for a new market. The novelty required of a diversification strategy means that it is also the riskiest of the Ansoff matrix’s four strategies. Diversification strategies require full attention on all of the four Ps – product, price, place, and promotion—but the biggest risks can also lead to the biggest rewards [ 2 ]. 

Apple's first iPhone

An example of a diversification strategy is when Apple introduced the first iPhone on June 9, 2007 at the MacWorld Expo. At the time, Apple was new to the mobile phone market, but they innovated in the space by adding a music player and web browser to their new touchscreen phone [ 10 ]. 

“Today Apple is going to reinvent the phone,” CEO Steve Jobs declared before an audience of reporters [ 10 ]. Through much of the presentation, Jobs outlined the phone’s unique value proposition to customers.

It worked. As of June 2022, there were an estimated 1.8 billion active iPhone users [ 11 ].

How to create a marketing strategy

A marketing strategy can set you up for marketing success. As you are creating your own marketing strategy, consider the following steps to help guide your process.

1. Define your business and marketing goals.

The first step in creating an effective marketing strategy is to clarify your business objectives and marketing goals. What are you trying to achieve with your market growth strategy?

The answer to this question will inevitably depend on your particular place in the market and your own comfortability with different risk levels. 

Some examples of business and marketing goals include: 

Grow customer base 

Increase sales 

Increase brand awareness 

Whatever your objectives, the purpose is simply to consider what you want to actually accomplish by expanding your marketing efforts. These goals will guide the development of your marketing strategy.

2. Conduct market research. 

Strategic marketing requires a comprehensive understanding of the marketplace, its economic and political context, and your product or service's place within it.

As you are conducting market research, you'll want to consider these factors: 

Competitors, particularly their value proposition and market share

Market size, including the realistic number of customers that would be interested in your products  

Market gaps where you can provide value

Possible economic and political realities that could impact the market in the long-term

As you gain a better understanding of the market, you will also better understand how you fit into it and where you can grow in it. 

Read more: What Is Competitor Analysis? Definition + Step-by-Step Guide

3. Create a customer profile. 

The purpose of every marketing campaign is to connect with potential customers. Your marketing strategy needs to include a comprehensive profile of your target audience.

Consider your target audience in relation to the four P's. Think through the following: 

Based on what you know about the market, who is your target audience? What are their key demographics? 

What is your product’s value proposition to your customer? (Product)

How much is your target audience willing to pay for your product or service? (Price)

Where does your target audience shop? (Place)

What marketing tactics are most persuasive to your target audience? (Promotion)

As you research and consider these questions, your customer should come more clearly into view, so you can create a strategy with maximum impact. 

4. Synthesize and strategize. 

Finally, take the goals you have outlined, research you have conducted, and profiles you have created to construct a marketing strategy. The critical question you will want to answer is: how will you align with your target market to meet your overall objectives?

Your answer to this question will be your strategy.  

Ultimately, your marketing strategy should cover the following: 

Business and marketing objectives

Market overview, including key facts and figures

Competitor research 

Customer profile

General statement of strategy highlighting the product’s value proposition to customers

You might consider whether a social media strategy makes sense for your product or service. If so, your strategy could include user-generated content. Go a step further to consider which social media channels fit best with your target audience.

The Meta Social Media Marketing Professional Certificate is a great program for exploring different social media platforms and thinking about which platform is the best one for reaching potential customers.

Your marketing strategy doesn’t need to be too long. In fact, a strong marketing strategy can be as short as one page. Remember, this is meant to act as long-term guide for directing specific marketing tactics, not an action plan of how a marketing campaign will be done. 

Advance your marketing skills with Coursera

Whether you are a seasoned marketing pro or a budding entrepreneur, building skills in key areas can help you create and execute effective marketing strategies. Coursera offers several online programs, from industry leaders, to fit your needs.

To focus on social media platforms, consider enrolling in the Meta Social Media Marketing Professional Certificate .

To learn how to use data to make empowered marketing decisions, consider enrolling in the Meta Marketing Analytics Professional Certificate .

To explore the full gamut of digital marketing, consider enrolling in the Google Digital Marketing and E-Commerce Professional Certificate .

Article sources

CoSchedule. “ The Marketing Management + Strategy Statistics You Need to Know in 2019 , https://coschedule.com/marketing-statistics.” Accessed March 28, 2024.

Oxford College of Marketing. “ Using the Ansoff Matrix to Develop Marketing Strategy , https://blog.oxfordcollegeofmarketing.com/2016/08/01/using-ansoff-matrix-develop-marketing-strategy/.” Accessed March 28, 2024.

The Take Out. “ TIL McDonald’s ‘I’m Lovin’ It’ jingle was born out of desperation , https://thetakeout.com/history-of-mcdonald-s-i-m-lovin-it-jingle-1846400888.” Accessed March 28, 2024.

Chicago Magazine. “ Five Things You Never Knew About ‘I’m Lovin’ It’ , https://www.chicagomag.com/Chicago-Magazine/November-2014/McDonalds-Im-Lovin-It-Campaign/.” Accessed March 28, 2024.

NYT Wirecutter. “ The Best Mechanical Pencils , https://www.nytimes.com/wirecutter/reviews/best-mechanical-pencils/.” Accessed March 28, 2024.

Wired. “ Kura Toga: The Ultimate Geek Tool , https://www.wired.com/2011/11/kuru-toga-the-ultimate-geek-tool/.” Accessed March 28, 2024.

YouTube (Uni Ball UK). “ Uni Kuru Togat from Mutsibishi Pencil Company , https://www.youtube.com/watch?v=80k7Jl1o8Lc&t=22s.” Accessed March 28, 2024.

Tech Crunch. “ Microsoft expands HoloLens headsets to 29 new markets, now up to 39 , https://techcrunch.com/2017/11/01/microsoft-expands-hololens-headsets-to-29-new-european-markets/.” Accessed March 28, 2024.

YouTube (Microsoft HoloLens). “ Microsoft HoloLens: Mixed Reality in the Modern Workspace , https://www.youtube.com/watch?v=EIJM9xNg9xs.” Accessed March 28, 2024.

Computer World. “ Update: Jobs touts iPhone, Apple TV , https://www.computerworld.com/article/2549128/update--jobs-touts-iphone---appletv-.html.” Accessed March 28, 2024.

Earthweb. “ How many people use iPhones in 2022? , https://earthweb.com/how-many-people-use-iphones/.” Accessed March 28, 2024.

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Digital Marketing Design: 8 Things You Need to Know

Learn how to make informed decisions that boost your online brand.

Whether you’re interested in looking more professional, raising your visibility, or persuading someone to engage with your business for the first time, design can play a role in achieving your goals.

"Good" design is, of course, subjective. But, by making informed choices based on core design principles, you can create consistent, compelling online marketing assets that engage your audience and elevate your profile.

Getting design right can be simple. Here are easy-to-follow guidelines for 8 design elements that anyone can use.

“Color is where a lot of people get hung up,” says Charlie Cooper, Senior Design Manager at Mailchimp. “They wonder, how many colors do I need? Do I have too many, not enough?”

As a rule, select a dominant color and 3 or 4 more for a secondary palette that ensures your visual assets don’t become monotonous. Try not to go beyond that. “Repetition of the same colors across channels strengthens brand awareness,” says Mailchimp Senior Product Designer Sarah Dunn. “The fewer colors you use, the cleaner your design will look, which means people won’t be distracted from your message.”

Your colors should reflect your brand's personality . There are several things to consider when choosing colors.

• What a color conveys also depends on the context it’s used in. Brown, for example, may seem rugged in an outdoorsy setting, but warm and inviting when associated with autumn.
• Look at the competitive landscape. “Do research on what other people in your space are doing,” Charlie says. “If you’re a garden tool company and everyone else is using green, maybe you’ll want to stand out and go with a bright yellow.”
• Your secondary palette should play well with the main color you choose, and offer variety and flexibility. If all your colors are of a similar intensity, you’ll find it difficult to highlight calls to action, new products or features, or other messaging that you want to stand out.

Shapes help define the visual tone of your messages and allow you to emphasize certain elements such as your call to action (CTA) .

“Shapes come into play when you want to break up pieces of information,” Charlie explains. “For example, you want to tell people that there’s a 50% off sale, and you also want to tell them that you offer free shipping on orders over $50. Using shapes can help you break these two pieces into equal levels of information.” By putting each message in its own circle or square, and placing those shapes side by side, you ensure that neither gets lost.

Different shapes also convey different meanings.

• Rectangles are perceived as businesslike, practical, and no-nonsense.
• Circles and other curvy shapes are viewed as friendlier, which is why some brands place their CTAs in boxes with rounded corners or set navigation icons within circles.
• Irregular, curvaceous, organic shapes have become popular in conveying a more natural sense of movement. They can be a welcome contrast to severe lines and angles—but, don't overuse this trendy element, as they could make your website look dated.

This example uses shapes and color to differentiate topics.

3. Composition

The layout, or placement, of the visual elements on your page will guide your audience through your materials so they can absorb your message. This is an important consideration, since successful composition means that you’ve arranged your design in a way that not only looks good, but is also functional and effective.

Once you’ve prioritized the information you want to convey, organize your layout to support it, Charlie says. “If your main, secondary, and supporting messages are all catching your eye at the same time, or the secondary or supporting messaging is coming through more loudly, reconsider the balance of the composition.”

Generally speaking, your primary message should be at the top of the page, larger and bolder than the secondary and tertiary messaging, which should appear below in descending order of importance. Headers, eyebrows (small type over your main headline), and text set within shapes as mentioned above help frame each message. Again, you can emphasize particular messages by using larger fonts and imagery.

In cultures that read from left to right, website visitors often begin viewing a page on the upper left corner and, for the most part, continue to focus on that side of the page. Placing all your important messaging on the left, however, could lead to a lopsided page that would ultimately be off-putting. Adding imagery on the right to complement messaging on the left is one way composition can reinforce the message while maintaining viewer attention. Another is to use arrows or triangular shapes to create an eye path to take readers around the website and draw their attention to what you want them to see.

When composing a layout, a grid is your friend. A grid consists of invisible "lines" that your content can be placed on and acts as a skeleton for your website. “Grids give order to designs and help you decide where components should be placed,” Sarah says. They’ll ensure that visuals don’t seem to be floating unrelated to other layout elements.

This layout uses grid-based composition.

4. Typography

Text on your website is much more than words. The font or typeface you use to tell your story is an important design element. “Typography and color palette work together to ensure the brand is recognizable wherever it appears ,” says Sarah. “Typically, a brand has a primary font that expresses your brand identity and a secondary typeface typically used for titles, paragraph text, or descriptions.” Too many fonts, like too many colors, can generate visual clutter than distracts from your message.

In print design, serif fonts were long believed to be more legible than sans serif options. Online and in email , however, sans serif typefaces are usually preferred for longer blocks of text, as they render cleanly even on low-resolution screens. Beyond the choice of font, kerning (the spacing between letters), leading (the spacing between lines), size, color, and line length are other typographic elements that affect readability.

Above all, your text needs to be readable. A simple way to test readability is to ask several people of different ages to look at your website and print materials and tell you if they can easily read it without trouble. Your “reviewers” can be friends, family, or peers.

5. Alignment

The careful placement of text and images helps guide visitors' eyes where you want them to look on your website . “Composition is a well-crafted design system that caters to the components that live inside it,” Sarah says. “Alignment is the placement of those components.”

As with composition in general, using grids ensures a clean, logical, visually-pleasing alignment. Charlie suggests beginning by determining if you want your text to be left-aligned, right-aligned, or centered. While centered copy can command attention, making it popular for headlines, left-aligned text is the easiest to read, especially in email .

Once you’ve determined your text alignment, align your images and other graphic elements to complement the copy placement. “A left-aligned text box may need a right-aligned image to keep balance on your page. If you chose a center alignment for your copy, you’ll want the image to be centered above, below, or possibly even behind your text box,” Charlie says.

In this example, left alignment provides clean, easy-to-read copy that balances well with the images.

As indicated above, balance works hand in hand with alignment. “A well-balanced composition feels stable and aesthetically pleasing,” Sarah says. “While some of its elements might be focal points and attract your eye, no one area of the composition draws your eye so much that you can’t focus on other areas.” While your primary message should be the first and most dominant focal point, it shouldn’t be the only one. Balance helps guide viewers beyond the upper left corner where their eyes are likely to first land.

Two principles can ensure a well-balanced layout. The simplest is symmetry, particularly horizontally. The desire for symmetry is innate in humans.

The other principle, which may at first seem to contradict symmetry, is the rule of thirds. This states that a composition should be divided into thirds, both horizontally and vertically, to create maximal visual interest while still maintaining a pleasing sense of order. This is why in landscape photography the horizon usually appears either one-third or two-thirds from the top of the image, rather than in the center. Grids can help you achieve an optimal balance when it comes to placement.

Beyond the placement of elements within the layout, balance considers the distribution of color and the size of elements on the page. Having nothing but bold colors on one side of a composition and only pastels on the other will feel off-balance, even if the positioning of the elements is perfectly symmetrical.

“Balance in hierarchy, composition, and layout all allow the user to process your information,” Charlie says. “It means that the design is not overwhelming the content , and the content isn’t so overwhelming that it loses meaning.”

This image uses symmetry and the rule of thirds to create balance on the page.

7. Negative space

Sometimes called white space, this is the empty space around an image or text. “Negative space is at the heart of everything we’ve been talking about,” says Charlie. “Giving balance to a page requires you to give your customer a moment to breath while taking in your content.”

A layout with insufficient negative space will feel cramped, and even cheap. This goes back to the days of print, when brands on a budget would force as much information onto a page as possible to avoid having to spend money on additional paper. What’s more, particularly on mobile devices, insufficient negative space around CTAs and other click targets can make navigation frustrating. You need to ensure there’s enough room for the finger to click a button without inadvertently hitting another target.

Conversely, too much negative space can suggest that the brand lacks substance. Then again, think of Google’s home page, which is overwhelmingly white space. This proves that there are no hard-and-fast rules when it comes to how much negative space is enough, and the same holds true regarding most other design elements as well.

This image shows creative, on-brand use of negative space.

8. Mobile vs. desktop design

As you create your email template and website designs , remember that your audience will view them on both mobile and desktop devices. It’s important to make design “responsive,” which means it’ll look good and appear as you planned on different devices, browsers, and screen types.

At the heart of responsive web design is a flexible or fluid grid, which is created with Cascading Style Sheets (CSS). CSS is a computer language that indicates how things will look on screened devices and even when printed. A flexible grid enables the layout to resize to accommodate devices’ varying widths while maintaining legibility. Graphic elements will be repositioned in the layout as needed to ensure that the text remains legible. Along with the layout, the graphic elements themselves can change with the size of the display screen.

One additional aspect to keep in mind regarding web design is compliance with the Americans with Disabilities Act (ADA) . Among the requirements are text that can be resized up to 200%, maintaining a color contrast ratio of at least 4.5 to one between text and background, and ensuring that graphics do not flash more than 3 times per second.

Find what works for you

All of this may seem daunting, but many—if not most—of these principles are somewhat instinctive. “Don’t overthink it,” Charlie advises. “Less is more. Keep it simple , and share your designs and thoughts with people who aren’t too close to your project. Input can be helpful, but also go with your gut. You’ll know what feels right for your brand.”

Put your design eye to work. Mailchimp makes it easy.

10 Tips For Writing Marketing Assignments

• Post author: Cyrus Nambakhsh
• Post published: September 1, 2023
• Post category: Content Marketing

Page Contents

Everyone, from celebrities to businesspeople, relies on marketing to get exposure, add value, and increase their worth. Hence, the demand for professionals and marketing assignments is increasing rapidly. 

However, the path to becoming a marketing major and expanding your reach through organic marketing is not easy. One has to take exams, write assignments, and participate in several group activities before getting that degree. Sounds like too much work? 

In this article, we’ll introduce you to top marketing assignment tips that will allow you to maximize the effectiveness of your efforts.

Once and for all, let’s try to end the dilemma of marketing assignments. According to reports, 46% of youngsters in a survey said they would pursue a career in marketing!

Aside from hiring experts who will write your assignment for you or having group studies and sharing the burden, here are 10 other ways you can master marketing tasks quickly and write marketing assignments perfectly:

#1 Know the Assignment First

One major mistake marketing students make is not spending time dissecting the task. Often, the tasks are not just assignments but case studies, PowerPoint presentation defense , projects, dissertations, and more. This means each task demands a different kind of writing and presentation.

Hence, know the assignment type and what the topic means. Break down the topic and think of ways to cover it. What other slants can you insert to elevate the resonating factor of the topic? 

It is better to spend time on understanding the needs of the topic rather than rushing in by completely misunderstanding it.

#2 Pick an Example

First-year marketing students often fail to realize that their work will be more impactful if they add an example to strengthen the topic. Pick a brand or organization for your paper and use it as an example. This will allow you to find practical answers and develop logical results.

Also, papers with information on renowned brands and big names attract more audiences, making the paper more impactful. However, don’t think of public attention only when picking big organizations; think of your capabilities to justify them to make the paper notable.

#3 Put a Self-Deadline

Of course, your professor will allot a deadline, but setting your own will only push you to finish on time. However, do not confuse this step with rash writing. Have an organized routine and set a deadline to complete it on time before the actual date.

Students who do this don’t have to worry about late submissions. This also gives the writer extra time to revise, which is often overlooked.

#4 Research Fiercely

This tip is quite common to any other assignment type out there. Yet this is the step that makes a major difference. Research as much as you can. There will be many competitors in your class. 

Some may even pick the same topic as yours. The only way to stand out in such competition is through research. Students who are lazy with their research end up with shallow or superficial information. Such students rarely make it above the average mark.

Hence, to stand out, you must do in-depth research and find information from the deepest pits of the internet. Scout through many online and offline books, journals, and more to get the most real and deepest data on the topic. The professor will see through your efforts and hard work, and you can be awarded with grace marks for it.

#5 Real Events Make an Impression

Whether it’s marketing assignments or history assignments, real events never fail to make an impression. Your work will be read by others who always resonate with real-life examples. 

This is again where your capacity to research shows. Those who research without excuses can find excruciating facts that make the topic shine.

Find accurate figures and data that validate your work. Some like introducing these statistics and events at the beginning and slowly unfolding them later in the paper to keep the audience hooked.

Try to find some related data to your work which will bring thousands of readers to explore the topic. Some students also take the extra step of conducting surveys, interviews, and even doing online polls to find information on the topic and add it to their assignments.

#6 Choose the Correct Writing Style

Various writing styles depend on the topic and purpose. Students can pick a business writing style or a personal writing style. Pick one that your audience finds dependable. Aim for a blend of sophisticated and simple terms rather than making it entirely simple or sophisticated.

Using complicated words for the context is okay. But avoid using overly challenging words, which an ordinary audience may find difficult to work with. 

Do not forget to pick the one you are most comfortable with. Some writers can rock simple writing styles and still get good grades. Maintain writing flair and add authenticity to speak to your readers.

#7 Cite Correctly

With any assignment, finding online information is quite obvious. This is why you need to cite your sources. Citing means giving credit to the original writers whose information you have used in your paper. This gives credit to the original writer and helps the writer avoid plagiarism issues.

With marketing assignments, too, students need to cite the sources. There are plenty of citation styles, and one can pick the style which they prefer. Be cautious of different citing styles to avoid any mistakes and do it justice. 

Learning how to cite can take some extra time, so you can hand over this part to someone who can do it for you, leaving no errors behind.

#8 Get a Second Consultation

Both beginners and professionals need a helping hand sometimes. Students who are uncertain about their work can contact professionals or their professors. They can review the work and make suggestions to improve the quality of the paper.

Experts can suggest better examples and better brands to use and even offer effective writing tips. If you are uncomfortable with an expert, consult your friends, siblings, and family members to be more comfortable with them. Together, you can make a remarkable paper that meets everyone’s expectations.

#9 Use Online Tools

Although many find this tip controversial, we strongly agree with it. There are plenty of tools online, and the best thing is that they can be used. 

Students can find tools to improve their writing and grammar, find plagiarism issues, and even check the quality of their papers.

The best thing about these tools is that they are free, and several are available online, making them a favorable option for students. These tools also highlight problem areas, making it easier for students to correct them. 

Overall, find a trustworthy tool because numerous tools out there may not give you the desired result.

#10 Proofread Using Innovative Ways

Finally, the last step is to proofread your paper. Again, this is a very basic step that many people overlook. Proofread your paper before making the final submission. Do not jump into this process just after writing. 

Wait a few days to make the process fruitful. You can also use innovative proofreading techniques to make the process fun.

Some ways of proofreading are:

●       Reading it backward,

●       Reading one section at a time,

●       Having a list of mistakes,

●       Reading it out aloud.

It keeps the proofreading process simple and interesting, eliminating the chances of any errors.

Marketing assignments involve various aspects. Combining them and doing justice is not an easy job. Hopefully, the tips above will show you how to write impeccable marketing assignments and get your deserved score.

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Cyrus Nambakhsh

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4.23: Assignment- Marketing Plan, Part I

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• Lumen Learning

Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. Be sure the organization and offering you select will 1) remain interesting to you for the duration of the course, and 2) have sufficient information available for you to conduct research and make informed recommendations in your marketing plan.

Company Profile

• Company Name:
• Major products and/or services (names, types):
• Products and/or services your marketing plan will focus on:
• Target customers:
• Distribution channel(s):
• Headquarters (city, state, country):
• Year founded:
• Number of employees:
• Annual revenue (estimated)
• Key competitors:
• Link to Web site:
• Link to Yahoo! Finance information page (for public companies):

Market Segmentation and Targeting

• What problem does your product or service solve?
• Describe the total market for your solution: Who are potential customers?
• What are the key segments within this market?
• Identify and briefly describe 1–3 segments that this company serves.
• Which segment does this marketing plan focus on, and why? Why do you believe this segment will offer growth and profit opportunities?

Situation and Company Analysis

Economic environment.

Discuss factors that affect your consumers’ purchasing power and spending patterns. What is the economic environment that you are operating in? Is it a growth, recovery or recession? Will it be easy to find staff? What is the current interest rate i.e. is it increasing or decreasing? What is consumer confidence like?

Technical Environment

The technological environment changes rapidly. You need to make sure that you are aware of trends in your industry and other industries could affect your business. New technologies create new markets and can influence you consumers and competitors. Industry environment What are the trends in your industry? Are there new entrants in the market? Has a substitute product been introduced? Are there changes in industry practices or new benchmarks to use?

Competitive Environment

How many competitors do you have? Who are the key competitors? What are the key selling points or competitive advantages of each one. What is your advantage over competitors? Is the market large enough to support you and competitors?

Political Environment

Consider the political environment for the areas that your business will trade and operate in. Is there a stable political system? Are there any licenses and regulations that you should be aware of? Do you need to win support to be able to operate?

SWOT Analysis

Instruction: Complete the table below with descriptive responses and explanation as you answer the questions below.

• Does the organization have a strong brand presence?
• What resources are available for marketing activities?
• Does the the company have unique products or services that satisfy the needs of their target market?
• What makes the company’s products or services unique?
• What value is brought to customers?
• Does the organization have a weak brand presence?
• Are resources insufficient for marketing activities?
• Does the company lack distinctive products or services?
• Do current products or services fail to satisfy the needs of customers?
• Do current products or services fail to bring value to customers?

Opportunities

• What is the unique opportunity that the company is trying to take advantage of?
• Does the target market have any unfulfilled needs that the company can satisfy?
• Are there emerging target markets with needs that the company can satisfy?
• Are there ways the company and its competitors can benefit by working together?
• Are there opportunities for collaborating with customers to build brand presence?
• Describe and analyze if market demand is increasing?
• Are there changes in the government regulations that will affect the company?
• Describe any emerging global issues that will affect the company?
• What are the tactics that competitors use to pursue customers?
• What are the strengths of the company’s biggest and or emerging competitors?
• In what ways are the competitors’ products or services superior to the company’s offerings?
• How are competitors likely to respond to any changes in the way the company markets?
• Is the company behind in adopting new technologies for marketing?
• Describe any ways in which international competitors are taking away market share?
• What do customers dislike about the company?
• Describe and analyze if market demand is decreasing?

Mission, Objectives, and Goals

State the mission or business purpose: what the organization wants to achieve, in market-oriented terms. (Example: Disney’s mission could be, “We create happiness by providing the finest in entertainment for people of all ages.)

List 1–3 objectives that move the organization a step closer to achieving the mission. (Example: A Disney objective could be, “To be the most popular theme park for international visitors.”)

Convert objectives into specific marketing goals that are easy to measure and evaluate. (Example: Our goal is to increase market share of international theme park visitors by 10% in the next two years.”)

Sample Grading Rubric

Company profile grading rubric.

Total points possible for Company Profile Assignment: 10 pts.

Market Segmentation and Targeting Grading Rubric

Total points possible for Market Segmentation and Targeting Assignment: 10 pts.

Situation and Company Analysis Grading Rubric

Total points possible for Situation and Company Analysis Assignment: 50 pts.

Total points possible for Marketing Plan, Part 1 Assignment (Consists of Company Profile Assignment, Market Segmentation and Targeting Assignment, and Situation and Company Analysis Assignment combined): 100 pts.

Contributors and Attributions

• Assignment: Marketing Plan, Part I . Provided by : Lumen Learning. License : CC BY: Attribution
• SWOT and Integrated Marketing Communications Templates. Authored by : Melissa Barker. License : CC BY: Attribution

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By Liz Murphy

Oct 14, 2019

Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

How to create a digital marketing strategy (+ examples)

How to create a digital marketing strategy

• Digital marketing strategy assessment.
• Align your company on a new way of doing business.
• Create content that drives revenue.
• Create the seven types of marketing and sales videos guaranteed to generate results.
• Integrate content into your sales process through 'assignment selling.'
• Evaluate your company website against the seven 'perfect inbound website' principles.
• Report regularly on content wins to your team.
• Understand what companies that see the most digital marketing success all have in common.

Who is this article for?

• You're a new digital marketer who has been tasked with creating a digital marketing strategy (usually content or inbound marketing-based) for the first time, and you don't know where to start, OR
• You're a seasoned marketing leader who knows something needs to change. Your current strategy isn't bringing in the results leadership and sales want to see, and you're looking for a proven approach that will increase traffic, leads, and sales.

Important note: Whether you call it digital marketing, content marketing, or inbound marketing, you're in the right place.

What will this article teach you?

You know what really grinds my gears? Articles that promise to teach you how to do something big, but then ends up being fluffy search engine-bait that isn't detailed enough for you to take action in any sort of meaningful way. 

So, my promise to you is that I won't do that.

In fact, based on the principles of They Ask, You Answer , here is exactly what you'll know how to do by the end of this article:

• How to assess your current digital marketing strategy.
• How to gain buy-in from sales and leadership and get everyone excited about participating in your strategy, since a lack thereof is the #1 killer of digital marketing success.
• How to create a content strategy that targets the topics that are guaranteed to not only increase website traffic, but also generate more qualified leads that, ultimately, translate into more sales.
• Why video is critical to your digital marketing success, and how to create a video strategy around the top marketing and sales video types that get results.
• How to integrate your content into the sales process as part of your digital marketing strategy — we call this "assignment selling."
• The seven essential ways you need to update your company website so it becomes your top sales team member.
• How to showcase and highlight wins, as a part of your digital marketing strategy.

🔎 Related: What is They Ask, You Answer?

What this article is not

If you're looking for a simple, turnkey digital marketing strategy here, you're not going to find it. Don't worry, I'm going to give you everything you need to create an effective digital marketing strategy for your company, outlined in detail, step-by-step.

But you're going to have to do some heavy-lifting. Because, if you want to crush your most aggressive sales and marketing goals, you can't approach the creation of your digital marketing strategy with any degree with passivity.

So, this is your last warning that this article is not for the faint of heart.

It's dense. It's meaty. It's my attempt to give you everything you need to absolutely kill it in 2020, because I believe all marketers deserve a chance to be the hero at their company. 

Ready? Let's do this. 🔥

1. Assess the effectiveness your current digital marketing strategy ( 100% optional step )

It's virtually impossible to determine what (if anything) should change with your digital marketing strategy if you don't know where you stand right now. That's what this step is all about.

As a digital sales and marketing company that's spent the past 10 years helping hundreds of companies from around the world (from all industries, B2B and B2C), we've seen what works and what doesn't, up close and personal. 

So, earlier this year, we released our totally free Digital Sales and Marketing Scorecard :  

This scorecard quite literally scores your current digital marketing strategy by evaluating the six components of your business that are proven to have the most impact on your success:

• How well your company is aligned around your approach to digital marketing.
• The scope of your content strategy , based on data we've collected over 10 years of what topics drive the most revenue.
• Your current marketing technology stack — because if you don't have the right tech to measure the ROI of your digital marketing, you'll never be able to prove the efficacy of your strategy.
• How much your sales team is (or isn't) involved in your efforts — time and again, we've seen digital marketing strategies soar (or crash and burn), based on sales engagement in the process.
• Your use of video as part of your digital marketing strategy. (Video is proven to shorten the sales cycle and build trust faster than any other type of content.)
• Finally, we help you assess your company website for the six core features of what we call the Perfect Inbound Website .

In addition to receiving a numerical score, we'll tell you how well you stack up against other world-class companies who have seen remarkable digital sales and marketing results, and provide you with the exact Inbound Success Playbooks you need to focus on first, based on where you are currently.

( Fun fact: All of our Inbound Success Playbooks are ungated and do not require an email address to access them.) 

Because I hate fake-outs, here is an important note about our Digital Sales and Marketing Scorecard

Yes, you need to provide your email address in order to see your Digital Sales and Marketing Scorecard results.

However, while I am highlighting the scorecard as the first step to creating your strategy, it is 100% optional to complete it. Not filling out the scorecard will in no way prevent you from completing any of the steps that follow for creating your digital marketing strategy .

I actually considered writing this article without including this step. But, ultimately, I felt like I was going out of my way to exclude it, since it can be a powerful evaluation tool for companies, should they choose to take advantage of it.

So, just know that I am only including the scorecard for genuinely "pure of heart" reasons. (And everything else I will link to below as an additional resource is completely ungated and ready for your use.)

2. Get sales and leadership buy-in for your digital marketing strategy

I've been kicking around the digital marketing world for almost six years — in the good ol' days, I had to walk uphill (both ways) in the snow if I needed to smash the publish button on an article.

But while a lot has changed since I defected from publishing to join the marketing industry, there are two things that haven't:

• Marketing is often viewed by sales and leadership as an expense , rather than a profit center; and that's only become even more true, with the rise of content and inbound marketing — which feels like homework with very little payoff. 
• Unfortunately, #1 is, more often than not, the kiss of death for marketers. Because if you don't have buy-in from sales and leadership, your digital marketing strategy will fail , plain and simple. Or, at the very least, you'll never be able to realize the full growth potential of your traffic, leads, and sales, were your whole team bought in on what you're doing.

That's why earning the buy-in of your sales and leadership teams is a critical initial step in achieving success with your digital marketing strategy.

In short, you need to initiate a cultural revolution within your own company. 

Facilitate an inbound culture workshop to create alignment and build excitement

Creating a company culture wherein your sales, leadership, subject matter experts, and so forth are all on-board with your digital marketing strategy isn't something you can accomplish with an email or a short announcement at an all hands meeting. 

Moreover, if you've already been dabbling with inbound or content marketing, you can't expect to get your sales reps, subject matter experts, or anyone else at your company excited about creating content without bringing everyone to discover the why behind becoming the most trusted voice in your space, and how you're going to do it. 

So, in this step, you will bring everyone together for something we call an Inbound Culture Workshop .

Why do we recommend an Inbound Culture Workshop? And what should you cover in your own Inbound Culture Workshop?

In this video interview, I MPACT Director of Inbound Strategy and Video Training Zach Basner answers both of those questions in detail:

(If you're short on time, here's a handy-dandy "Cliff's Notes" version of this conversation .)

This is a workshop we facilitate for companies as an unbiased third party — which can sometimes be a smart move — but there are also distinct advantages to facilitating the workshop on your own, as the digital marketing owner or leader at your company. 

🔎 Related: What should be covered in an Inbound Culture Workshop?

It doesn't matter how you choose to facilitate your workshop, so long as you have one. Trust me when I say making this a priority will determine how successful you are going forward through the rest of this process. 

3. Create a content strategy laser-focused around topics guaranteed to drive revenue

OK, now it's time to get down to business. The goal of the content you create for your digital marketing strategy is simple — to establish your company as the most trusted voice in your space by answering all of the questions of your potential buyers as honestly and transparently as possible . 

So, if you have a topic that doesn't do exactly that, you need to cut it from your editorial content calendar. It's useless fluff.

What should you be creating content about?

As IMPACT's content director, I know more than anyone how much of a struggle it can be to build editorial content calendars for a digital marketing strategy. 

How do you know what content you should be creating?

And which content topics should be prioritized over others?

We've found that there are five very specific topic categories of buyer questions that are proven across all industries (B2B and B2C) to move the revenue needle for companies. 

We call these topics The Big 5 , and they are:

• Pricing and cost ( How to create a perfect cost article )
• Comparisons ( Comparison article best practices )
• Problems ( How to create a perfect problems article )
• Reviews ( How to write about your competitors on your website )
• "Best of" ( "Best of" article example )

Why these topics? We, as consumers, are obsessed with finding answers to the questions that fall into those five categories, more than any other.

Think about the last few purchases you've made as a consumer, large and small. 

You likely researched your potential purchase online first because you want to know how much something will cost before you buy it. You want to compare your options before making a decision. You don't want to be surprised with problems down the road, so you research them in advance. You want to know what other people think about an item or service you're considering, so you know you're making a good choice. And, finally, you want to know what's really the "best" product, service, strategy, and so forth.

I'll be honest with you — some of these topics are going to make you feel downright uncomfortable. You don't want to talk about pricing. You don't want to breathe a word about your competitors. And you certainly don't want to talk about potential problems with your products. 

But if you don't, you won't be controlling the conversation — someone else will be, and that "someone" will likely be your competitor. 

More than that, you will see the results you want with this content strategy. So, trust me when I say your discomfort is a good thing. Or, if you don't trust me, trust these companies who embraced The Big 5 and saw huge returns from it.

And yes, The Big 5 can fit into your pillar content strategy  easily.

🔎 Related: The ultimate blogging tips guide for digital marketing teams

Priority and pacing for your content

If you're just starting out with a content-based digital marketing strategy, we recommend that you do the following:

• Make a list of the products and/or services that have the most influence over your bottom line. Focus your content efforts on these first.
• For those products and/or services, brainstorm topics with your team that fall under The Big 5. (Sales should be involved.)
• Next, focus your content creation efforts on topics that are toward the bottom of the funnel, such as cost topics. 
• Plan to produce between two and three pieces of content at minimum per week.

Honestly, even if you've been doing content or inbound marketing for awhile, I'd recommend you follow some version of that process I just outlined. You'll likely have some content gaps you'll need to fill in, and those should be prioritized by your most important products and services. 

🔎 Related: Free content calendar template (+ getting started tips)

4. Create marketing and sales videos that are proven to get results

Research shows that video is the most trusted resource for consumers at each stage in the buying process. Not only that, our buyers are spending a vast majority of their time online watching videos. Bottom line, video is powerful .

Video will build trust and captivate your audience more than any other type of content. Not only that, the strategic use of video during your sales process will compel people to take action and shorten your sales cycle:

How much of your website is currently video-based?

We’d wager the answer is probably somewhere between 0 and 10%.

The good news is that your competitors are likely in the same boat. That means there is no better time than right now to fully embrace video as a sales initiative through visual selling. In fact, the mindset we teach all our clients at IMPACT — which consistently yields the greatest results (traffic, leads, and sales) — is:

We are all media companies, whether we like it or not.

When done correctly, video will be a powerful addition to your toolbox, proven to not only establish trust more quickly with your buyers but also shorten your sales cycle.

Here are the 7 types of videos you need to be creating

The Selling 7 are seven types of sales and marketing videos that — like The Big 5 — have proven time and again to move the revenue needle for B2B and B2C companies. 

80% videos are those that answer the most common questions all your prospects ask about your products and services — and probably proactively answer a few they haven’t thought of.

🔎 Related: How to make amazing 80% videos (+ examples)

Employee bio videos

These are short videos where your team speaks directly to the camera and introduces themselves, which allows your prospects to see, hear, and know your team before they even meet.

🔎 Related: How to make amazing employee bio videos (+ examples)

Product and service page videos

These videos significantly reduce the burden placed on your buyers to take the time to understand how your product/service will help them, while also breaking through the “noise” of all the words on your site.

🔎 Related: Example of a service page video

Landing page videos

Every landing page with a form on it needs a video that builds trust by addressing any questions or doubts someone might have — “Should I complete this form? Are they going to be spamming me after I fill it out?”

🔎 Related: 3 examples of great landing page videos that convert

“Bad fit” videos

When you’re honest about who you shouldn’t work with (and explain why), you not only become dramatically more attractive to your good-fit prospects, you show you’re transparent and trustworthy.

🔎 Related: Why you need to talk about who you're not right for (+ examples)

Customer journey videos

In this video, your customer will share the problem they were looking to address, the journey they took to fix that problem (with your company), and where they are today because of that journey.

🔎 Related: Examples of customer journey videos

“Claims we make” Videos

How many claims do you make that your competitors also make? For example, “Our people are the best.” Back up those claims by showing them with video, because words are not enough.

🔎 Related: 6 examples of "claims we make" videos we love

5. Integrate your content into the sales process with 'assignment selling' 

Assignment selling is the act of purposefully sharing written, video, and audio content that is educational about your products and/or service with the express goal of addressing any pressing concerns and questions your prospects may have. 

That way your prospects are much, much, much more prepared for any sales appointments they have with your team. And the conversations become much more focused around their specific challenges and goals, and how you can hep them, rather than wasting time answering the questions every single prospect has, regardless of their situation.

🔎 Related: How to implement assignment selling (+ examples)

6. Evaluate your website for the 7 key elements of the 'Perfect Inbound Website'

What works and what doesn't on company websites is always changing as trends, aesthetic preferences, and technology are constantly evolving.

We've found, however, there are seven fundamental elements that, when executed correctly, transform a company's website from a static digital billboard to its #1 sales rep . And they are:

• Homepage design and messaging
• Self-selection and configuration tools
• Obsess over honest education
• Premium education
• Textual   and visual content mix
• Social proof

To be honest, evaluating and updating your website so it is the Perfect Inbound Website is a complex and comprehensive process unto itself.

So, to help you, we've created this comprehensive (ungated) playbook about building the Perfect Inbound Website .

It reviews each of the above items in detail, including what you should be looking for, how to evaluate your current site for those items, and the strategic steps you need to take to get your website where it needs to be. 

7. Recognize content wins in visible ways to the rest of the company on a regular basis

One of the best ways to keep your team motivated and excited about participating in creating written and visual content for your digital marketing strategy is to spotlight what we call "content wins" with your company on a regular basis. 

For example, at IMPACT, we have a weekly, company-wide "all hands" meeting. During that meeting, IMPACT Head of Editorial Content Ramona Sukhraj and I have a dedicated time in the agenda to share:

• The top five new articles (by views) from the previous week. We include their photo and the title of the article on their slide.
• A closed deal highlight, where we walk through all of the content a contact (or contacts) consumed before their deal closed. (A recent deal from a few weeks back featured a contact who consumed 250+ pieces of content!) 
• How much influenced revenue can be attributed to our pillar content strategy . (We're at $850,000+ and climbing.) 

That way we're making team members feel valued and proud of the work they're creating, and we're constantly reinforcing the value of our strategy by tying those efforts directly to bottom-line gains.

How you implement this at your company will likely look different, based on what opportunities you have at your disposal. That said, you should consider this step and indispensable part of your digital marketing strategy, as recognition of your colleagues will keep the spark of excitement for your digital marketing strategy alive .

Finally, here is what companies that see the most digital marketing success all have in common

Whew — that was a lot, wasn't it?

Still, you can't expect big results from your digital marketing strategy if you aren't willing to put in the effort. But before I send you on your way to digital sales and marketing glory, I want to leave you with some insight that will inspire you going into 2020.

Over the past 10 years, in working with hundreds of companies around the world, we’ve discovered there are seven characteristics companies that see the most success with their digital marketing strategies all share.

They understand that buyer expectations have changed

They know the “old school ways” of advertising no longer work. Now, potential buyers turn to the internet for every single question they want answered.

They are the absolute best teachers in their space

All employees embrace a mindset of: “I want to be viewed as the best teacher and most trusted resource in our industry. I want people, when they have a problem, to think of our company.”

They create the content that drives traffic, leads, and sales

They understand buyers are obsessed with finding answers online to questions about pricing, problems, comparisons, reviews, and “best of” lists, when making a purchasing decision. (These are The Big 5 we talked about earlier.)

They have a dedicated content manager

They get that unless someone is the designated “owner” of their inbound and content efforts, those efforts will be deprioritized and nothing will get done.

They understand the power of video

They understand video is a win for both sales and marketing — it builds trust with your audience faster and more effectively than any other type of content, and it shortens the sales cycle.

They've invested in the right technology

They know if they can’t generate revenue with inbound, it’s not worth the investment. But they also know they need to right technology in order to prove the financial ROI of their efforts. (We're a big fan of HubSpot for driving digital success in this arena.)

They've built the 'Perfect Inbound Website'

They have a fast, data-driven website with a clear homepage design, compelling messaging, self-selection tools, premium education content, textual and visual content, and social proof.

Now, it's your turn to write your own digital marketing success story .

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Design a Successful Advertisement Assignment: A Step-by-Step Guide

Define your advertisement objectives, identify your target audience, establish advertising goals, determine your unique selling proposition, create your advertisement concept, brainstorm ideas, choose the right ad format, develop visuals and copy, design your advertisement layout, apply layout principles, select a color scheme, choose typography, create your own advertisement assignment, utilize ad creation tools, test different ad versions, gather feedback, measure your advertisement success, identify key performance indicators, analyze results, optimize your ad campaign.

Designing a successful advertisement assignment doesn't have to be an intimidating task. In this step-by-step guide, we will walk you through the entire process to create your own advertisement assignment that will effectively reach your target audience and achieve your advertising goals. Let's dive in!

Before you start designing your ad, it's important to have a clear understanding of what you want to achieve with your advertisement assignment. This involves identifying your target audience, establishing advertising goals, and determining your unique selling proposition.

Knowing who you want to reach with your ad is essential for creating a successful campaign. Consider the following factors when identifying your target audience:

• Demographics: age, gender, location, income, etc.
• Interests: hobbies, preferences, needs, etc.
• Behavior: online habits, purchasing patterns, etc.

Having a clear idea of who your target audience is will help you tailor your ad to resonate with them and increase its effectiveness.

Setting goals for your advertisement assignment will help you measure its success and guide your design choices. Common advertising goals include:

• Increasing brand awareness
• Driving website traffic
• Generating leads or sales
• Encouraging customer engagement

Choose the goals that align with your overall marketing strategy and ensure they are specific, measurable, achievable, relevant, and time-bound (SMART).

Your unique selling proposition (USP) is what sets your product or service apart from your competitors. It's the reason why customers should choose you over other options. To determine your USP, consider:

• What makes your product or service unique
• The benefits your customers will receive
• How your product or service solves a problem or fulfills a need

Once you've identified your USP, make sure to emphasize it in your advertisement assignment to effectively communicate your value proposition to your target audience.

Now that you've defined your objectives, it's time to get creative! In this section, we'll explore how to brainstorm ideas, choose the right ad format, and develop engaging visuals and copy to create an advertisement concept that captures your target audience's attention and achieves your goals.

Before diving into ad design, take some time to brainstorm ideas for your advertisement assignment. Here are some tips to help you get started:

• Think about your target audience's interests and preferences. What type of content would they find appealing?
• Consider your unique selling proposition (USP) and how it can be incorporated into the ad concept.
• Try using mind mapping or free-writing techniques to generate a list of ideas.
• Take inspiration from successful ads in your industry, but remember to put your own spin on it and stay true to your brand.

Don't be afraid to think outside the box—sometimes, the most memorable ads are the ones that break the mold!

There are various ad formats available, each with its own strengths and limitations. When choosing the right format for your advertisement assignment, consider the following:

• Print ads: These include newspapers, magazines, and billboards. They're ideal for reaching a local audience or targeting a specific demographic.
• Online ads: From display banners to social media ads, online advertising offers a wide range of options to reach your target audience on various platforms.
• Video ads: With the rise of platforms like YouTube, video ads are an engaging way to tell your story and showcase your product or service.
• Audio ads: Whether it's a traditional radio spot or a podcast ad, audio ads are a great way to reach people who are on the go or multitasking.

Consider the preferences of your target audience and the nature of your product or service when selecting the most suitable ad format for your campaign.

Once you've settled on an ad format, it's time to bring your advertisement concept to life with compelling visuals and copy. Here's what you need to keep in mind:

• Visuals: Choose images or graphics that are eye-catching and relevant to your product or service. Ensure they align with your brand identity and resonate with your target audience. Don't forget to consider the principles of design, such as contrast, balance, and hierarchy, to create a visually appealing ad.
• Copy: Write clear and concise copy that communicates your unique selling proposition and encourages your target audience to take action. Use persuasive language, but avoid over-hyping your product or service. Remember to include a strong call-to-action (CTA) that tells your audience what you want them to do next.

By combining well-designed visuals and engaging copy, you're well on your way to create your own advertisement assignment that stands out and achieves your advertising goals.

With your advertisement concept in place, it's time to focus on designing an attention-grabbing layout that will showcase your visuals and copy effectively. In this section, we'll discuss how to apply layout principles, select a color scheme, and choose typography to create your own advertisement assignment that stands out and engages your target audience.

To create a visually appealing and functional ad layout, you'll need to consider several design principles. These principles will help guide your design choices and ensure your ad effectively communicates your message:

• Balance: Distribute visual elements evenly across your ad to create a sense of harmony and stability. This can be achieved through symmetrical or asymmetrical layouts.
• Contrast: Use contrasting colors, shapes, and sizes to differentiate between elements and draw attention to key sections of your ad.
• Hierarchy: Organize your ad's elements in a way that guides the viewer's eye through the most important information first. This can be done by varying the size, color, or position of elements.
• Whitespace: Don't be afraid to leave some empty space in your layout. Whitespace can help your ad feel less cluttered and make it easier for the viewer to focus on your message.

By applying these layout principles, you'll be able to create a well-organized and visually striking advertisement that effectively communicates your message to your target audience.

Color plays a significant role in creating an eye-catching and memorable advertisement. When selecting a color scheme for your ad, consider the following:

• Brand consistency: Use colors that align with your brand identity to create a cohesive look and establish brand recognition.
• Emotional impact: Different colors can evoke different emotions in viewers. Choose colors that elicit the desired emotional response from your target audience.
• Contrast: As mentioned earlier, contrast is essential for drawing attention to specific elements in your ad. Make sure your color choices provide enough contrast to make your text and visuals stand out.

By carefully selecting a color scheme, you'll be able to create an advertisement assignment that not only looks visually appealing but also resonates with your audience on an emotional level.

Typography is another crucial aspect of your ad's overall design. The right font choices can greatly impact your ad's readability and aesthetic appeal. When selecting typography for your advertisement assignment, keep these tips in mind:

• Legibility: Choose fonts that are easy to read, especially for the most important information in your ad.
• Font pairing: Use a combination of complementary fonts to create a visually interesting and balanced design. Typically, this involves using one font for headlines and another for body copy.
• Consistency with your brand: Select fonts that are consistent with your brand's identity and messaging to maintain a cohesive look across all your marketing materials.

With the right typography choices, your ad will not only look visually appealing but also ensure that your message is easily understood by your audience.

Moving through these steps, you're well on your way to create your own advertisement assignment that stands out and communicates your message effectively. Remember, a well-designed ad is a powerful tool to engage your target audience and achieve your advertising goals.

Now that you've designed your advertisement layout, it's time to bring your concept to life and create your own advertisement assignment. In this section, we'll cover how to utilize ad creation tools, test different ad versions, and gather feedback to ensure that your advertisement is as effective as it can be. Let's dive in!

Creating your advertisement doesn't have to be a daunting task. Many tools are available that can help you bring your design to life, even if you're not a professional designer. Some popular options include:

• Canva: A user-friendly online design platform where you can create eye-catching ads using customizable templates, graphics, and fonts.
• Adobe Spark: Another online design tool that offers a variety of templates and design elements to help you create professional-looking ads.
• Google Web Designer: A free tool from Google that allows you to create HTML5 ads with animations and interactive elements.

By leveraging these tools, you'll be able to create your own advertisement assignment without having to worry about mastering advanced design skills.

Once you have your ad design, it's important to test different versions of your ad to determine which one performs best. This process, known as A/B testing, involves creating two or more variations of your ad and measuring their performance based on key metrics. To conduct an effective A/B test, consider the following tips:

• Test one element at a time, such as headlines, images, or calls to action, to identify which specific changes lead to better results.
• Run your tests for a sufficient amount of time and ensure that you have enough data to make informed decisions.
• Analyze your test results and implement changes based on your findings. Remember, the goal is to continuously improve your ad's performance.

This process of testing different ad versions will help you optimize your advertisement assignment and maximize its effectiveness.

Finally, don't forget to gather feedback from your target audience. It's essential to understand how your ad is being received and if it's resonating with your audience. Here are some ways to gather valuable feedback:

• Focus groups: Organize a group of people from your target audience and show them your ad. Encourage them to share their thoughts and opinions on its effectiveness, design, and messaging.
• Surveys: Distribute surveys to your target audience asking for their opinions on your ad. This can provide you with quantitative data and specific insights to help you make improvements.
• Social media: Share your ad on social media platforms and monitor comments and reactions. This can give you a real-time understanding of how your audience is responding to your ad.

By gathering feedback from your audience, you'll have a better understanding of what works and what doesn't, allowing you to refine your advertisement assignment and make it even more effective.

With these steps, you're well-equipped to create your own advertisement assignment that stands out and captivates your target audience. Remember, the key to a successful ad is continuous improvement, so don't be afraid to test, gather feedback, and make adjustments as needed. Good luck on your advertising journey!

After creating your own advertisement assignment, the next step is to measure its success. Analyzing your ad's performance will help you understand what's working, what's not, and how you can improve your advertising strategy. In this section, we'll discuss how to identify key performance indicators (KPIs), analyze results, and optimize your ad campaign. So, let's get started!

Key performance indicators (KPIs) are measurable values that help you determine whether your advertisement is on track to achieve its goals. To effectively measure your ad's success, you'll need to identify the most relevant KPIs for your advertising objectives. Some common KPIs include:

• Click-through rate (CTR): The percentage of people who click on your ad after seeing it. A higher CTR indicates that your ad is resonating with your audience and driving them to take action.
• Conversion rate: The percentage of users who complete a desired action after clicking on your ad, such as making a purchase or signing up for a newsletter. This metric helps you understand how effective your ad is at encouraging users to take action.
• Return on ad spend (ROAS): The revenue generated from your ad campaign divided by the amount you've spent on it. This KPI helps you determine whether your advertising investment is paying off.

By focusing on the right KPIs, you'll be able to accurately measure the success of your advertisement assignment and make data-driven decisions to improve its performance.

Once you've identified your KPIs, it's time to analyze the results of your ad campaign. Regularly monitoring your ad's performance will help you spot trends, identify areas for improvement, and make informed decisions about your advertising strategy. Here are a few tips for effective analysis:

• Track your KPIs: Use advertising platforms like Google Ads or Facebook Ads Manager to monitor your KPIs and gather data about your ad's performance.
• Compare results: Look at how your ad is performing compared to previous campaigns or industry benchmarks. This will help you understand whether your ad is meeting or exceeding expectations.
• Identify patterns: Look for trends in your data, such as certain days of the week or times of day when your ad performs better. This information can help you optimize your ad schedule for maximum impact.

By analyzing your ad's results, you'll gain valuable insights into its performance and be better equipped to create your own advertisement assignment that drives success.

Now that you've analyzed the results of your ad campaign, it's time to optimize it for even better performance. Optimization involves making adjustments to your ad based on your findings to improve its effectiveness. Here are some ways to optimize your ad campaign:

• Refine your targeting: If your ad isn't resonating with your target audience, consider adjusting your audience targeting to better reach potential customers who are more likely to be interested in your product or service.
• Test different ad elements: As discussed earlier, A/B testing different versions of your ad can help you identify what works best and improve your ad's performance. Keep testing and iterating to find the most effective combination of visuals, copy, and calls to action.
• Adjust your ad budget: If you find that your ad is performing well, consider increasing your budget to reach more potential customers. Conversely, if your ad is underperforming, you may need to reevaluate your budget and allocate resources more effectively.

Optimizing your ad campaign is an ongoing process that requires regular analysis and adjustments. By doing so, you'll continue to improve your ad's performance and make your advertisement assignment even more successful.

In conclusion, measuring your advertisement's success is a crucial part of the advertising process. By identifying the right KPIs, analyzing your results, and optimizing your ad campaign, you'll be well on your way to creating your own advertisement assignment that achieves your desired goals. Remember, advertising is an iterative process, so keep learning, experimenting, and improving to ensure your ads reach their full potential. Happy advertising!

If you're looking to further enhance your advertising skills after reading our step-by-step guide, don't miss the workshop ' What Makes a Memorable Advertisement? ' by Jessy Moussallem. This workshop will provide you with valuable insights on creating impactful and unforgettable advertisements that will resonate with your target audience.

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Resources: Discussions and Assignments

Module 13 assignment: marketing mix examples.

Open Pedagogy Assignments are assignments in which students use their agency and creativity to create knowledge artifacts that can support their own learning, their classmates’ learning, and the learning of students around the world. (See this peer-reviewed article for more details.) The assignment on this page is aligned to the learning outcomes of Introduction to Business and we’ve identified the module where the reading appears. All of the assignments can be created with a cell phone camera or any video recording device, Google or Word documents, and your learning management system.

In the Marketing Function module, we cover the 4Ps: Products, Promotion, Place, and Price. Even if you haven’t had experience with marketing, you have a lot of experience as a customer. What is the marketing mix of one of your favorite brand? Think of the marketing mix as a recipe that can be adjusted—through small adjustments or dramatic changes—to support broader company goals.

Using your cell phone or any other recording device, create a short video about the 4Ps of one of your favorite products. You don’t have to edit or create a professional-grade film. You’ve most likely have done this type of recording already on social media, so feel free to use the same informal conversational tone.

Do an internet search for a product of your choice. Research for areas of their website where they mention details about their products, promotions, places, and price. Think of your audience as fellow students who are interested to learn about these ideas because they want to learn important marketing concepts. In your video, you can address the following:

• What are some interesting points on the website about the product?
• What are their promotions? What’s the price? Where can you find the product?
• If you have had experience with the company of your choice, and you feel comfortable sharing your experience, tell your audience what worked or didn’t work for you about their marketing. What can they improve?

A Note To Teachers: For this assignment, the first term students will be creating the videos, and then the next term’s students can respond to the videos. After you have two terms of examples, use the best three from the batch as examples and start the process over again. Using the videos as starting points for OL discussion boards may work as well. If you are using the Salty Paws Case Study, you could refer back to that assignment as guidance for your students who may be learning these concepts for the first time.

• Open Pedagogy Assignment: Marketing Mix Examples. Authored by : Lumen Learning. License : CC BY: Attribution

Home » Blog » Digital Marketing » 10 Ways to Improve Your Digital Marketing Assignment Writing Skills

10 Ways to Improve Your Digital Marketing Assignment Writing Skills

Are you overwhelmed with digital marketing assignments with your poor academic writing skills? If so, read everything you need to know to improve your digital marketing assignment writing skills in the upcoming lines. 

In the current century, digitalisation has taken over every aspect of our lives, and its advancement is rapidly increasing, including marketing. Marketing is one of the essential aspects of today’s era, mainly digital marketing. 

What is digital marketing? Digital marketing is a crucial component of traditional marketing techniques in which marketers use online-based digital technology containing mobile devices, personal computers, and laptops for running digital marketing campaigns through social media marketing and websites while using the internet.

Also, developing new strategies and digital marketing plans for online marketing and online advertising products. 

According to Oxford Reference: 

“Using digital technologies such as websites and multimedia, e-mail and digital media including mobile, and wireless, and delivering digital television for promotion, development, and distribution of a brand product and services is called Digital Marketing.”

Ever-Rising Scope of Digital Marketing 

Marketing is the most essential part of our society, and no business or brand can be successful without it. As a dynamic and promising career, digital marketing is increasing rapidly. In any case, you have seen ads on the Internet like “ do my chemistry homework ” or something similar, this is an example of marketing in fast-growing niches.

Noble Desktop represents its growing charm:

“The field of digital marketing is projected to grow up to a 10% growth rate from 2021 to 2031, with advancements in artificial intelligence, email marketing and content marketing, virtual and augmented reality for driving more revenue. Digital marketers increase the average wage of a beginner is $51,000 with 0-1 years of experience, $55,000 for 1-3 years, $61,000 for 4-6 years, and $68,000 for 7-9 years.”

All the facts and figures attracted many students to specialising in marketing, and most of them enrolled in digital marketing courses, seeking employment in sales and marketing. Even some of those who come without any prior background in marketing eventually learn the skills and knowledge to make ends meet by working in marketing departments. 

But when they encounter assignment writing, they find it hard to manage and seek a detailed guide and some proven tips. Furthermore, they can also get help from assignment writing services to tackle all the assignment writing hurdles. 

10 Tips to Improve Your Digital Marketing Assignment Writing Skills

Yes, you can get professional help from Digital Marketing Assignment writers to make your writing process effortless. But before that, you can follow our top 10 ways to improve your digital marketing assignment writing skills to get high scores. So let’s first with the most essential one: 

1. Know the Prompt and Instructions

Before you get started, it is essential that you have a complete understanding of the question that is being asked in the assignment. To understand the prompt, read it multiple times and focus on the critical phrases and action words.

Also, look over other instructions that mention the guidelines. If you find something confusing, ask your professor through email or communication for better calcification. 

2. Plan Your Digital Marketing Writing Process 

Most of the students skip this part and then try to complete the assignment with ambiguous planning till the date of submission. Therefore, it is crucial to make a schedule or a plan by dividing your whole process into small sections.

RMIT University Library represented a writing process planning followed by multiple steps from analysis to submission, shown below. 

This section will allow you to address your research question logically. You can also make a Grant chart of sculling assignments by giving these tasks a dedicated time to complete them. 

3. Choose Topics Wisely 

Topic selection seems like a tiny step in writing a digital marketing assignment, but it is the only step determining the rest of the assignment writing process. Because a wrong topic selection creates difficulties for your assignment completion, this is why students should give their full attention while selecting a topic.

For this purpose, you need to consider the following aspects: 

• Your personal interest and expertise 
• Fulfil the assignment requirements 
• Your instructor’s expectations and suggestions 
• Available research sources 
• Complete before the due date 

Further, here are some digital marketing fields you can consider to choose the topics:

• PPC (Pay Per Click) Advertising
• Social Media Marketing
• Email Marketing
• Search Engine Optimization (SEO)
• Content Marketing
• Affiliate Marketing
• Influencer Marketing

By focusing on these steps, you will be able to select the best topic on which you can write your assignment easily. 

4. Brainstorming and Mind Mapping 

After selecting a topic, critically think about the topic, gather more and more digital marketing project ideas related to the prompt and then create a mind map. In this step, just sketch your brain, thinking about how your mind relates your ideas with the main topic. For generating a strong mind map, develop three to four main ideas around the subject matter. 

Draw lines by connecting each map idea to its supporting details and brainstorm digital marketing assignment ideas, tasks, and questions for each. As a sample, you can see the below mind map example presented by Agus Masrianto in “Model for Improving Firm Digital Marketing Capabilities Based on Adoption Eco-system Readiness and Digital Transformation.”

5. Conduct Extensive Research 

Conduct extensive keyword research on your specific topic to cover every query relevant to the subject matter. While doing research, collect both types of data: 

• Primary information 
• Secondary information 

Your primary data is first-hand data for better evaluation that comes from your self-observation. On the other hand, utilise secondary sources of information, which include internet search engines, library books, encyclopaedias and databases. 

6. Follow a Global Assignment Structure 

While writing any type of assignment, from essay to case study, there is a general digital marketing assignment structure that is standard to compose an effective academic paper. It includes three main sections: 

• Introduction
• Main body paragraph 

Conclusion 

Begin with a captivating introduction by stating your personal statement, continue it with a detailed explanation in the main body paragraph, and finally, conclude your assignment on digital marketing by summarising all the key points and emphasising the importance of your topic and its application. 

7. Add Reference and Citations 

If you want to make your work more authentic and trustworthy in front of your reader, then add references and citations. It is one of the best tips that enhance the worth of your assignment. There are different types of citation styles that are mostly used by institutes, such as: 

• Vancouver 
• Chicago 
• Harvard 

But in cases where your professor is guiding you to follow a specific referencing style, then make sure to follow the instructions. 

8. Filtered Your Digital Marketing Assignment 

After completing the writing process, do not submit it for revision multiple times. Filtered your assignment first against minor mistakes you skipped while drafting your work. In this step, look over the following: 

• Grammatical flaws
• Punctuation 
• Capitalisation 
• Typos errors
• Spelling mistakes

After removing all the above mistakes, you create a refined form of your digital marketing assignment to impress your professor. 

9. Check Plagiarism

Plagiarism is the most serious offence that can result in various serious consequences. To overcome all the barriers to stand out from the rest of the class, you must cross-check your content against plagiarism. Checking plagiarism is not a task to handle manually. But for this purpose, you can use a plagiarism checker or a detector. 

Submit your document by uploading it from your computer, or you can also copy and paste content. Go to get a percentage of unique and plagiarism content with just one click. You will get plagiarism reports in just a few seconds. If work is caught as plagiarised somewhere, remove it and create plagiarism-free content. 

10. Ask For Feedback 

Our last tip that makes a big impact is to look for a third eye for a bird’s eye view of your assignment. For this purpose, ask for feedback from your class fellows or any other expert. 

If you want to check your work from a professional in digital marketing, make an impressive email to deliver your message with a humble request and ask for honest feedback. This is the best way to improve your mistakes and learn from your flaws. 

Digital marketing assignment writing is a most technical process because, with the advances of digital marketing, its theory concepts and technologies become more advanced, giving a tough time to most students. Students face many difficulties in understanding its prompts and composing a good piece of paper because of a lack of good academic writing skills. 

If you are one of them and struggling with your assignment on digital marketing, follow the above ways to improve your digital marketing writing assignment skills. But if it still makes you upset, then avail yourself of beneficial assignment writing help from a suitable firm.

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How to Design a Logo [Step-by-Step Guide]

Published: March 06, 2024

A great logo is instantly recognizable, memorable, and closely connected to your brand’s core values and ideas. Just sit back and think about it, what logos are simply unforgettable? The first that comes to mind for me are iconic logos like Apple, Coca-Cola, and Nike. Logos like these are simple and elegant yet bold enough to leave a lasting impression.

When designing your logo, you can make a powerful impact on how your brand is perceived. Designing a timeless logo is challenging, I'm here to help. To get your logo right, you’ll need to have a firm grasp of your market, buyer personas, and your company’s ethos.

Ready to dive in?

Read on for logo design best practices, helpful tools, and a step-by-step guide to creating the perfect logo.

Table of Contents

What is a logo?

How to design a logo, types of logos, logo design best practices, logo design tools.

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A logo is a visual symbol or mark that represents a company or organization, often used to identify and distinguish a brand from competitors. It typically consists of unique colors, shapes, and typography that convey the company's identity and values.

Designing a logo that embodies your brand can help you grow better, but doing it right is just as important. Here’s how to design the perfect logo, step-by-step.

• Understand your brand.
• Brainstorm words that describe your brand.
• Sketch ideas based on these words.
• Test your top sketches with your buyer persona.
• Refine your chosen sketch.
• Develop your logo's layout on a free design platform.
• Pick versatile color options.
• Choose a font.
• Ensure scalability.

An emblem is a logo incorporating text within a symbol for a cohesive image, often conveying formality and tradition. It is strong and impactful, yet challenging to separate for integration and may not reproduce well in small sizes.

Pictorial marks, also known as logo symbols, are logo types that rely on a single image to represent a brand. These logos can be iconic and memorable and are effective at conveying a brand without text, yet may pose challenges in establishing brand recognition and connecting to the brand's purpose without words.

Wordmarks are text-based logos that use typography to turn the brand name into a logo, ideal for companies with unique names. They offer simplicity and integration ease, but may struggle to stand out or suit longer, less distinctive names.

Monogram logos, also called lettermarks, use initials to create a concise logo suitable for companies with longer names. They are easy to remember and scale, but may require displaying the full brand name initially for recognition and could be confused with other brands if the initials are similar.

Abstract Logomarks

Abstract logos, such as the Pepsi logo, are unique representations of brands using geometric forms and colors instead of real-life images. They are inherently unique and capable of communicating complex ideas through simple shapes and colors but may be open to misinterpretation due to their abstract nature and unclear meaning for unestablished brands.

Mascot logos feature illustrated characters to personify a brand with a fun and friendly image, ideal for brands seeking a light-hearted and family-friendly appeal. They offer an inviting and controllable brand storytelling approach but may not suit serious or corporate brands, and their complex design can pose challenges for reproduction at smaller sizes.

A combination mark integrates text with an icon, offering versatility by combining a brand name with a memorable symbol. This type of logo provides clarity in brand messaging but may become overly busy if not carefully designed and could face challenges in scaling down for smaller applications.

1. Keep it simple.

Simplicity is key in logo design. Aim for a clean, uncluttered design that communicates your brand identity as straightforwardly as possible. The goal is for viewers to recognize and understand your logo instantly.

Get started with HubSpot's Logo Maker

Our logo maker can assist you in designing and customizing the ideal logo for your brand, offering a wide range of professionally designed templates that eliminate the need to start from scratch. By simply providing your industry, company name, and slogan, the tool will offer personalized recommendations tailored to your needs.

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The University of Tennessee, Knoxville

The graduate school, graphic design and marketing graduate assistantship.

The Center for Student Engagement (CSE) invites applications for the Graduate Assistant for Graphic Design and Marketing. This position will support the department with graphic design and content creation for over 150 events annually and serve as a key contributor on marketing and communications strategies. This person will serve on a team of energized and creative professionals dedicated to a “student-first” philosophy. The CSE team creates opportunities for education and connection through programs and activities, as well as providing support to over 450 registered student organizations on campus.

Responsibilities and Tasks

The Graduate Assistant for Graphic Design and Marketing will:

• take on tasks related to graphic design and content creation
• work with CSE staff and student leaders to process graphic design requests and create media kits for events and programs
• support digital marketing efforts for events including digital screens, calendars, Volink events, etc.
• support the management of the CSE website and social media accounts
• communicate event information with campus partners for monthly and weekly newsletters
• serve as liaison to campus printing services and advertising outlets
• serve on the CSE marketing sub-committee
• assist with developing promotional plans and content calendars
• manage the CSE asset and photo banks
• assist with large scale CSE events
• perform other duties as assigned

Job Requirements/Qualifications

A successful candidate for this position will have the following:

• bachelor’s degree
• demonstrated understanding of marketing strategies, techniques, and ability to develop marketing materials
• working knowledge of the Adobe Creative Suite, including Illustrator, Photoshop, InDesign, or other design software and experience with Canva
• experience utilizing social media analytics for effective social media outreach
• awareness and understanding of branding and trademark adherence policies

Compensation

This position will be responsible for working 20 hours per week and involves occasional night and weekend work. It includes a full tuition waiver, monthly stipend of approximately $2,155 (before taxes), and optional health insurance. The position is a 1-year appointment with a flexible start date for the summer of 2024 with the opportunity for an additional second year based on performance.

Application Process

Please submit all application materials to the hiring manager, Associate Director for the Center for Student Engagement, Dianna Foulke, at [email protected] by Sunday, April 21, 2024.

• portfolio and/or website
• Event Name: Welcome Back Bash
• Date: Thursday, August 22, 2024
• Time: 5 – 8 PM
• Location: 21st Mortgage Plaza
• Target Audience: All UT Students, especially first year students living on campus
• Anticipated attendance: 500-800
• Event Details: Free Food, Live Music, Neon Golf, Slime Making, Giveaways

Visit the Graduate Assistantships page for more available positions.

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ABOUT THE SESSION

Generative AI continues to revolutionize how marketing organizations can increase productivity when creating content for personalized experiences across email, display, web, and more. Hear how organizations are moving from linear content flows to a live assembly with content variants, taking advantage of both metadata and profile attributes to achieve 1:1 personalization by leveraging Sensei GenAI capabilities. Transform your content lifecycle into an experience lifecycle that turns manageable variations into exponential options.

Learn how to:

• Use Adobe Firefly and Adobe’s LLM services to create variants of “hero” content to improve customer engagement
• Leverage metadata, profiles, and insights to drive a content flywheel, optimizing the right content for the right customers
• Create efficient and effective governance processes and workflows for brand safety

Track: Generative AI

Presentation Style: Case/use study

Audience Type: Advertiser, Campaign manager, Digital analyst, Digital marketer, IT executive, Marketing executive, Audience strategist, Data scientist, Web marketer, Project/program manager, Product manager, Marketing practitioner, Marketing analyst, Marketing operations , Business decision maker, Content manager, Data practitioner, Designer, Email manager, IT professional, Legal/privacy officer, Marketing technologist, Omnichannel architect, Social strategist

Technical Level: General audience, Intermediate, Advanced

Industry Focus: Advertising/publishing, Automotive, Commerce, Consulting/agency, Consumer goods, Education, Financial services , Government, Healthcare and life sciences, High tech, Industrial manufacturing, Media, entertainment, and communications, IT professional services, Retail, Telecommunications, Travel, hospitality, and dining, Distribution/wholesale

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Onboard a Soviet van!

Welcome to Russia!

We are Sergey and Simon, a Russian and a Frenchman, both  passionate about Moscow, Saint-Petersburg and classic cars. Together, we have created Put-in tours. Our goal is to help you experience Russian culture off the beaten path. Join us onboard our classic Soviet van and let’s get rolling!

In Moscow we offer you a city tour to discover most of the city in an original way as well as a night tour to admire the lights. Our pubcrawl is ideal to explore Moscow’s night-life and have fun. If you are craving to discover Russian culture, come impress your senses during our monastery diner or join our 100% Russian Banya Excursion . The latest will also bring you to Sergiyev Posad and it’s famous monastery!

For the most extreme travellers, our shooting tour will deliver your daily dose of adrenaline whereas our tank excursion will let you ride a real tank and shoot a bazooka.

We also offer help to receive your visa , safe and multilingual airport transfers , as well as organisation services for team-building events or bachelor parties .

All our excursions (but the monastery diner) happen onboard our Soviet military vans and can be covered by our  professionnal photographer or videographer.

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We welcome you in Saint Petersburg onboard our Soviet van to discover the imperial city with our city tour and night tour .

Continue your discovery in style! The adrenaline lovers will like our shooting tour  which brings 3 Russian weapons to the tip of your trigger finger.

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At Put-in tours, we put you in our classic Soviet vans to go explore Moscow, Saint Petersburg and Russian culture off the beaten path. Discover our Moscow city guided tour, visit Moscow by night, join our banya & Sergiyev Posad excursion, visit and dine in one of Moscow's oldest monastery or even Luzhniki stadium, before you party on our famous pubcrawl! Original and atypical tours : Shoot AK47 and a bazooka after riding on a tank with our tank & bazooka excursion ! Extreme tours: Fly a fighter jet in Moscow onboard a L-29 or L-39 aircraft!

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• Solar Eclipse 2024

The Eclipse Could Bring $1.5 Billion Into States on the Path of Totality

T he total solar eclipse passing through parts of the U.S. on April 8 stands to have a major economic impact on cities across the country as stargazers flock to the path of totality. 

Factors including the date of the eclipse and the number of states in the path of totality means that millions of people will have the opportunity to view the event— and that the cities hosting them could see a combined $1.5 billion injected into their states’ economies.

“That number will include lodging costs for visitors coming from out of state or far away parts of their own state, as well as gas costs and food costs,” says Bulent Temel, assistant professor of practice in economics at the University of Texas at San Antonio, San Antonio, who performed the calculations to arrive at the $1.5 billion figure.

One to four million people are expected to travel for the eclipse, according to Great American Eclipse , an informational site that tracks solar eclipses around the world. The Federal Aviation Administration (FAA) estimates the days leading up to the eclipse will be some of the busiest travel days of the season, with 50,670 flights on Thursday, April 4 and 48,904 flights on Friday, April 5. That means the spending will be spread out: “[The eclipse] is on a Monday, so you might have folks coming Friday, Saturday, Sunday, spending a few days somewhere ahead of the event,” says John Downen, Director of Impact Analysis at Camoin Associates.

Read More : How Cities Around the U.S. Are Celebrating the Eclipse

Many regions along the path of totality have spent months—if not years—preparing for the upcoming surge of visitors and money. Rochester, NY, is expecting 300,000 to 500,000 visitors across the nine - county Greater Rochester region. Local businesses have a slate of specials and planned events the weekend leading up to the event—including eclipse themed beers from local breweries and a three-day pass from the Rochester Museum and Science Center for visitors to attend a range of talks and performances. 

The area’s tourism board says that some hotels have reported demand skyrocketing an average of 1200% for the four-day span leading up to April 8— unusual demand for a Monday in the region’s off-peak season. 

It’s an economic boost that no amount of planning— or marketing—can replicate. “It’s a really great tourism opportunity,” says Shannon Ealy, Director of Communications and Marketing for the Greater Rochester Chamber of Commerce. “You can spend millions of dollars on media buys to get our regional brand out there, but you can't exactly buy the sun and the moon crossing over us.” 

Read More: See the 2024 Solar Eclipse’s Path of Totality

But unfortunate weather could still put a damper on things, especially for businesses that might be stocking up for an influx of visitors, since many eclipse chasers decide where to view the eclipse based on weather that can’t be predicted until the event draws closer. “Even a simple factor like a cloudy day could just compromise all these expectations quite a bit,” Temel says. 

The real task for local business and tourism boards lies in converting one-time visitors into ones that return—without the promise of a solar eclipse. “Every single one of those visitors is a potential future visitor to the same area as well,” says Temel. “In the long run, the economic impact would be magnified quite significantly. 

Adds Downen: “It definitely presents an opportunity, especially in smaller communities, to showcase themselves and hopefully capture some future repeat visitors.”  

Read More : Where to Find Solar Eclipse Glasses—And Spot Fake Ones

Lebanon, Indiana, for example, is expecting its population to triple during the weekend before the eclipse. Joe Lepage, the city’s communication and community development director, says he hopes that the eclipse will change the way both locals and out-of-towners talk about Lebanon. 

“We have a large business park, great hospitals, establishments where people can work, but actually staying and living in Lebanon has been difficult to sell.” he says. "It'll give people that are going back home a chance to visit and realize, ‘Hey, that little town is nice.’ But then our locals can see all the things they have in their backyard and realize, ‘Hey, my community is pretty special too.’”

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Write to Simmone Shah at [email protected]

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