Marketing in the digital age is very dynamic; it is necessary to monitor multiple digital channels and platforms to engage with your target audience without missing any opportunity. Digital channels and platforms are measurable and allow for monitoring performance of your marketing efforts in real time.
As a regional marketing director in the course scenario, you are tasked with designing a phased marketing strategy for reopening the park. You have already done an analysis of brand implications and discussed suitable traditional marketing methods to address the marketing needs for park reopening. As the organization has chosen a blended approach (traditional plus digital) for marketing, your CMO wants you to create a digital marketing strategy to go with the traditional marketing strategy you already determined.
Prompt
Create a narrated PowerPoint presentation to help other directors in the scenario understand the importance of digital marketing for brand awareness. Ground your responses in research and rich detail. Specifically, you need to address the following criteria:
How will you use digital marketing to enhance brand awareness? (Slide 1)
Identify two digital marketing methods that can be used for brand awareness and support with reasons (Slides 2–3).
How will the identified methods help you reach the target audience?
How will you determine the balance between the digital and traditional marketing?
Define short-term and long-term goals for brand awareness in the digital marketing strategy.
How will you measure the performance of your marketing efforts?
Use search engine optimization (SEO) to improve search performance (Slides 4–5).
Identify five keywords or phrases you will use to improve web search performance, and justify your strategy for keyword selection.
How will you redesign or rewrite the content of your website to support SEO strategy?
Define inbound marketing and describe its efforts (Slide 6).
How can they help in brand awareness?
Define the required content strategy for inbound marketing.
Slide 2: Digital Marketing Method 1: Social Media Marketing
(Narration): Our first key method is Social Media Marketing. It's a powerful tool for building a community around our brand. We will focus on platforms like Instagram, Facebook, and TikTok. Why? These platforms are highly visual and interactive, perfect for showcasing the beauty and excitement of the park. Instagram, with its focus on high-quality photos and short videos (Reels), is ideal for sharing breathtaking landscapes and candid moments. Facebook allows for more detailed updates, event announcements, and community discussions. TikTok is perfect for reaching a younger demographic with fun, short-form content that can go viral, generating massive organic reach.
How it helps reach the target audience: Social media's strength lies in its ability to target specific demographics based on interests, location, age, and behaviors. We can create campaigns specifically for families in nearby cities, adventure seekers, or nature lovers. We'll also use user-generated content (UGC), encouraging visitors to share their photos and videos using a unique hashtag. This not only provides authentic, free marketing content but also turns our visitors into brand advocates.
Slide 3: Digital Marketing Method 2: Content Marketing
(Narration): The second method is Content Marketing. This isn't just about selling; it's about providing value. We will create and distribute valuable, relevant, and consistent content to attract and retain a clearly defined audience. This includes blog posts, videos, e-books about local wildlife, and interactive maps. Our goal is to position ourselves as an authority in outdoor recreation and conservation.
How it helps reach the target audience: By producing content that addresses our audience's interests, we can attract them to our website and build a relationship. For example, a blog post titled "Top 10 Hikes for Families in [Region]" or a video guide on "How to Spot Local Birds" will draw in people who are already interested in what we offer. This helps us capture a segment of the audience that might not be actively looking for a park but is interested in related activities. This method also significantly supports our SEO efforts, as high-quality content is a major factor in search engine rankings.
Slide 4: SEO Strategy: Keyword Selection
(Narration): Now, let's talk about SEO, or Search Engine Optimization. SEO is about making sure our park's website appears at the top of search results when people are looking for things related to us. Our keyword strategy is the foundation of this effort. We have identified five core keywords and phrases based on extensive research into what people in our target market are searching for.
"[City Name] family park": This is a high-intent, location-specific term that targets families looking for local recreation.
"outdoor activities [Region]": A broader, more general term that captures people looking for a wide range of outdoor experiences.
"park reopening date": A highly specific and timely keyword that addresses the immediate need for information about our reopening.
"nature trails near me": This phrase leverages local search intent and mobile search queries.
"wildlife sanctuary tours": This is a long-tail keyword that targets a niche audience interested in a specific park feature.
Our strategy for selecting these keywords is based on a mix of relevance, search volume, and competition. We chose a blend of short-tail, high-volume keywords and longer, more specific keywords to capture different stages of the customer journey.
Slide 5: Website Content and SEO
(Narration): To support our SEO strategy, we will redesign and rewrite the content of our website. The goal is to make our site not only informative for visitors but also easily understood by search engine algorithms. Each page will be optimized for a specific keyword. For example, the page detailing our hiking trails will be titled "Hiking and Nature Trails" and will include rich, descriptive content using phrases like "scenic trails," "family-friendly hikes," and "wildlife spotting." We will also create dedicated blog posts and a "Reopening FAQ" page optimized for our timely keyword. The website will be built with a mobile-first design to ensure a seamless experience on all devices, as Google prioritizes mobile-friendly sites.
Slide 6: Inbound Marketing & Content Strategy
(Narration): Finally, let's discuss inbound marketing. It's a methodology that attracts customers by creating valuable content and experiences tailored to them. Instead of blasting out marketing messages, inbound marketing earns the attention of customers and draws them to the park naturally.