1. Imagine your team is a digital marketing company, and your new client came in with the idea to build a website all about metaphors. This client wants people to be able to search and submit metaphors. The costs for him to create and maintain this website, and hire someone to manage it will be $3,000 to have it made, $1,500/month to maintain it. Your assignment will be to outline a substantive plan to create, market, and monetize the site so that it generate enough income to break even (so the site will essentially cover the costs to be created and maintained).
   1. Goals for the website include:
      1. For people to learn more about metaphors
      2. To get at least 50K people to visit the website each month
      3. To make $3,000 (for the site creation) and $1,500/month to maintain it
      4. Write a brief summary of the features the website should include e.g. blog articles about metaphors, a search function etc.). List at least 5 (you may include the 2 already listed in the example) - 1 slide with 5 bullet points is ideal
      5. Make a list of 5 reasons why anyone would visit a site like this. Then name 3 reasons why you would visit a site like this? What would you like to see on it? If you wouldn't visit a site like this, list 3 reasons why you wouldn't. (Personalizing the request helps marketers determine strategies for messaging and product development - just an fyi) -1-3 slides with bullet points for the reasons
      6. Look at the Value Proposition Canvas on p.63 (Figure 3.4b). List your customers wants, needs, and fears. List your product benefits, features, and the experience. -1-2 slides, ideally use the value proposition Canva template (see below)
      7. Outline your target audience (primary, secondary, and tertiary), then fill out 3 buyer personas to determine your site visitors. Create persona templatesUse this sheet as a guide (you won't be able to edit it). Answer these questions, but look at the Reference tab and make something similar on the PPT. 1 slide per persona
      8. Come up with 3 other ways he can monetize the site? Determine your business model (p. 67) as well.You can select multiple types to compile a complete business model. Be specific, include company, product, or program names and rules if applicable. 1-4 slides
      9. What tools and strategies should you use to market this website online? (20 points deducted from overall assignment if this section is incomplete in any way)Up to 10 slides
         1. Messaging: What is the message you would you use to market the website to each of your audience members. Have no less than 3 messages per persona type. Be sure to consider the pain points and how your message addresses it. In other words, what benefits would your audience members like to hear about the site that would help persuade them to use it.
         2. Social media - Pick 3 social media platforms. Use facts to explain why you'd use each platform (cite credible sources) and how you'd use it
         3. Influencers - Name at least 3 influencers you'd use to help you market the site. Be sure to outline the reasons why
            

[TARGET AUDIENCE/CUSTOMER PERSONA NAME] Source and additional Information: https://blog.hootsuite.com/buyer-persona/ Goals What are their goals? Challenges What are your customers' challenges/pain points? Demographics Sex, age, location, average income, langauge, etc, Interests Eg. What other brands do they interact with on social media? Occupation Job title(s), life stage, career path, family, etc. K-5th grade, 6th-8th grade, High School (9th-10th grade), High School1th-12th Education Level grade), Some College, Associates Degree or equivalent, Bachelor, Masters, Doctorate How we (business, product, or How can your business/product/service help solve customer challenges and/or solve service) can help? goals? Messaging How will you position yoru business/product/service to this persona on social media? What are the kinds of content your audience is most likely to engage with? Video, Stories, GIFs, product demos, etc. What about the content mix? Social media rule of Preferred content type thirds, 80/20 rule, etc. What will your audience relate to on social media? Related reading: Voice and tone https://blog.hootsuite.com/how-to-build-an-authentic-voice-on-social/ Favorite social networks Which channels is your target audience most active on? Least favorite social networks Which are they least active on or avoid altogether? What are the kinds of content your audience is most likely to engage with? Video, Stories, GIFs, product demos, etc. What about the content mix? Social media rule of Preferred content type thirds, 80/20 rule, etc. What will your audience relate to on social media? Related reading: Voice and tone https://blog.hootsuite.com/how-to-build-an-authentic-voice-on-social/REFERENCE MATERIALS Value Proposition and Business Model Canvas Value Proposition Canvas Value Map Customer Profile Gains Gain Creators Products & Customer Services Jobs Pains Pain RelieversBUSINESS MODEL Key Value Customer Customer Key Proposition Partners Activities Relationships 2 Segments Key Channels Resources Cost Revenue Structure StreamsHow your products solves THE value problems/improves situations PROPOSITION What specific benefits customers can expect explains Why customers should buy from you over your competitors IMPORTANT! a SLOGAN: THE value X "Think Diferent" (Apple) PROPOSITION a POSITIONING STATEMENT X "The #1 retargeting platform" (AdRoll) IS NOT: Elements OF THE VALUE PROPOSITION: OOO HEADLINE A SUBHEADLINE 3 BULLET POINTS A VISUAL ELEMENT OR PARAGRAPH (optional) Describes the end benefit Detailed explanation of List all benefits andfor Show a video or an image you're offering to the what you offer, to whom features to enhance your message customer and wittyTHE PROCESS OF CREATING a value PROPOSITION Make a list of all benefits your IDentIFY CUSTOMER BeneFITS product offer to customers Identify what value your Link BeneFITs TO Value OFFERING products bring to the customer Make it clear who your target Dirpenentiate and position Yourself customer is, what you offer to them and how are you different