Marketing

Based on your learnings to date both within this class as well as prerequisite courses, please complete the following assignment individually. The report should be written in report form. You can use bullet points for lists but otherwise your reasoning should be delivered in paragraph form. In cases where you use external sources for information you must source where you have collected the information from.

Overview

You recently created a direct mail campaign for Chicopee Ski Club to attract daytime pass purchases. Now they are looking to run a retention campaign via email marketing to try to get past customers to come back to the hill for fun day on the slopes. Many of their past customers have not returned since Covid closed their doors.

Chicopee has a database that they have given you access to that they have collected over the past few years of all their members. Their goal is to get 5 people to return to the hill for a day of fun.

The client is open to take your suggestion on what subset of their database should be targeted. They want you to pick a group that you believe you will have the highest success rate with and the group that you believe will be appreciative of the email.

Task

1. Gain knowledge of how to succeed at email marketing by completing the HubSpot Email Marketing Online Certification Course
2. Upon reviewing the database provided determine the subset of database members that your email will be sent to.
3. Complete a Direct Marketing Creative Brief
4. Design an email that can be sent out to segment of the database that you have chosen using Mail Chimp
5. Outline how many people you will be sending this email to, when you will send it and how many registrants you believe will register (please show your math and assumptions)
6. Provide an overview of what it will cost to send the piece that you created out

Submit a full proposal via the dropbox provided by Feb 25th at 6pm. No late assignments will be accepted. Rubric provided on eConestoga

Your proposal should include the following files: Each file should be named appropriately for the client to view:

• a PDF of your report which will include your creative brief, desktop email, Mobile Email, Budget, Sources and a copy of your Hubspot Certification
• an Excel file of your email recipients

** Please note that if you break any Canadian Laws when putting together this proposal you will receive an overall grade of 0% on this assignment. Given that this assignment is worth a high percentage of your overall mark in this class please ensure that you do not make this mistake. If you need to review your work with your instructor prior to submission to ensure this please do that.