• CASE

You are the digital marketer of Tiffin. You will soon launch a new motor homethe Allegro Red https://tiffinmotorhomes.com/class-a/allegro-red and you want to create a campaign catering to "Jenny's" a segment composed of older consumers (see persona below). Familiarize yourself with Tiffin, its brand, products, and webpage: https://tiffinmotorhomes.com

PERSONA:

• Jenny lives in a suburb of a city, she is retired. Her husband is also retired. They have been talking about traveling in an RV upon retirement for years - this is a long-time dream of theirs. The kids are self-sufficient and have been out of the house for long enough that Jenny doesn't have to worry. She's been retired just long enough to be bored. While she doesn't consider herself as wealthy, she and her husband have substantial savings and are prepared to enjoy their retirement. Jenny is active onTwitter, Instagram and Facebook.
• Jenny is worried about the logistics of travelling in an RV - how easy will it be to find utility hookups, where are the best places to stay, etc. She also wants something comfortable; she plans on spending a lot of time in it. She has other retired friends. She wants additional sleeping space for her friends, and she wants to make sure they have plenty of room for cooking and eating together. She wants as much ease as possible when traveling.

1. Present what is the core topic you are addressing and 5 sub-topics you will have on the page. Explain why you choose this topic and sub-topics (pillar pages)

2. Let's assume you are creating this pillar page, which will be ready next week. Your boss wants to hold on before putting the pillar page online. Instead, they ask you to come up with a solution to use the content you created for the pillar page and transform it into a lead generation campaign.

To do so:

a) Explain what kind of gated content you intend to create from your pillar page and why this is a good idea, keeping in mind that you are starting with a pillar page and you are targeting "Jenny's"

b) Sketch a short campaign where you support your gated piece of content with three ungated pieces of content

Explain in a short sentence what each piece of ungated content is about, how it relates to your piece of gated content, and where it will 'exist' (e.g., Instagram) and why

c) Sketch (map using boxes and arrows) how these three ungated pieces of content relate to the gated piece