Project Description: A complete marketing campaign and strategy for a local business developed over the course of several weeks, accompanied by weekly writeups of the philosophy of marketing.
Goals: My goals are to develop my skills in marketing and to develop my understanding of a small business setup. By focusing on a marketing campaign and interacting with an already established local business, I will not only develop the skills necessary for marketing but will also grow my understanding of business by my interaction with local business owners.
Project Overview
WEEK 1: Observe local businesses and follow their profiles on various social media venues. Analyze their marketing, everything from blatant advertisement to the more subtle public engagement and document what I see that could use improvement.
Results: I will detail three companies’ marketing efforts in a blog post and show my analysis of their effectiveness or ineffectiveness, and explain how I would improve what was deficient.
WEEK 2: Reach out to the three companies from the previous week’s write-up and offer my services to build their campaign for one. This week will focus more heavily on the technological aspect of the marketing funnel and engagement with customers via email marketing. I will also be developing my copywriting skills and discussing the methods that support it.
Results: I will document all my marketing funnel work in a blog post, summarizing the reasoning behind my decisions, and in a second blog post, I will discuss the philosophy of copywriting and the mindset necessary to write it.
WEEK 3: I will focus on bringing the company’s social media engagement up to speed by writing protocol and outreach posts for each major social media venue. In addition, I will update the previous week’s marketing funnel concept, polishing the campaign’s language and technology to be as streamlined as possible.
Results: I will showcase the difference between previous and current social media engagements, focusing on the amount of interaction each venue now has in comparison to before. Any updates to the marketing funnel concept will be covered as well.
Week 4: As the month draws to a close, I will compile the protocol, methods, and technology/apps I used when building the campaign so that the business owner is able to smoothly take over and create an official schedule for when the campaign will take place.
Results: I will send the final project, delivered as a word document with all relevant information and the schedule, to the business owner. Then, I will sum up the results of the project in a long-form blog post on bryanbroome.com.
At the end of the month, I will have a working marketing campaign ready for implementation.
Biggest Challenge: Finding a business willing to let me take the lead on creating a campaign for their company and finishing all the reading that this project will require of me. Identifying problems or, more likely, figuring out how to improve something that’s good but could be better.
Skills brought to bear: Written and verbal communication, system/protocol optimization, customer and market research, social media outreach.
Strongest skill: Communication, both in quality and consistency.