Marketing
Natural History Museum of Los Angeles www.nhm.org/site/
create a Online Marketing Plan for the Natural History Museum of Los Angeles that includes:
business objectives,
online marketing strategies and tactics,
specific presentation elements for your brand.
develop an understanding of their needs, desires, and existing marketing efforts.
focus on developing new strategies with respect to furthering the brand’s objectives in the online space.
Your project consists of three components:
1. Marketing report/online plan. This report should include:
•Brand/firm background.
•Situational/competitive analysis (create a SWOT analysis).
•Research about the brand category/industry.
•Broad business objectives
•Strategic marketing objectives
•Assessment of current brand position.
•Audience analysis (existing and aspirational).
•Current marketing tactics employed (offline included).
•The online marketing tactics you’re proposing—be specific and realistic.
•Proposal of ways to measure ROI with respect to these tactics. Provide specific dashboards, metrics, and sources to use for ongoing measurement.
2. Created elements:
These are actual social and/or new media components that you are to create for the brand. These may include blogs, videos, ads, branded content, social media components, webinars, contests (on FB, using Groupon, Foursquare ideas, etc.), mobile check-ins, use of QR codes, etc.
Create a minimum of 4 elements for your campaign, and make sure you demonstrate them as part of your final presentation.