2 pages of a promotion paper

Project Brief Background: Dads are ISOtunes’ #1 target persona. But dads come in all ages, shapes and colors. Lots of them are crafty DIY-ers or woodworkers, most of them mow their own lawns, many work with power tools, some shoot guns, some are racing fans. Most importantly, though, nearly all of them listen to music, and many of them know the value of hearing protection. Simply put, every dad could use some ISOtunes. However, because of their diverse range of interests, dads can be very challenging to market to effectively. Father’s Day represents the year’s second biggest online sales opportunity for ISOtunes, after the holiday season in November/December. It’s critical for us to capitalize on it, and that means we need to have a well-planned and strategically-executed digital marketing program in place beforehand. __________________________________________ Assignment: Your team is a digital marketing agency competing for the ISOtunes business. To win it, you’ve got to put together the most compelling Father’s Day digital marketing plan you can, complete with a target audience analysis, channel analysis, and recommended budget allocation for each channel. To do this, we’d like you to pick a single, specific market niche to target and build a digital marketing plan around it. Your options are: - Lawn care workers __________________________________ Build a Digital Marketing Plan a. Social Media - – which social channels should ISOtunes focus on, and why? What campaigns, paid or organic, should we run to generate awareness and sales? _______________________ b. PPC - –Which PPC networks should ISOtunes use, if any? What keywords should ISOtunes bid on and/or what types of display ads should ISOtunes use?