Strategic Marketing Plan Development
Client
Ark Social & Aston University
Timeframe
Sept 23 - Dec 23
Services
KPI, E-commerce Solutions, Benchmarking Analysis, STP
Project Overview
As part of a strategic digital marketing module, I developed a comprehensive three-year marketing plan for a leading media company specialising in video production, social media management, and studio services. The project focused on generating sales leads, building stakeholder relationships, and improving brand positioning in a competitive B2B market. By conducting in-depth analyses of industry trends, competitors, and internal capabilities, I crafted a targeted marketing communication strategy that integrated modern approaches such as social selling, e-commerce, and omnichannel engagement.
Challenge
The client faced challenges in generating consistent sales leads and engaging effectively with key stakeholders in its B2B segment. With limited visibility in e-commerce and underutilized social selling opportunities, the company needed a strategic overhaul to remain competitive. A critical aspect of the project involved identifying gaps in the client’s branding and communication efforts compared to competitors, then crafting a plan to close those gaps.
Results
The proposed marketing plan identified opportunities for growth and positioned the client as an innovative, customer-centric partner for medium to large businesses. Benchmarking analysis revealed that the client excelled in service diversity but lagged in personalized communication and digital presence, areas where competitors performed strongly. To address this, the plan emphasized an omnichannel strategy combining Push, Pull, and Profile approaches to maximize engagement. Tactics such as video storytelling, LinkedIn campaigns, and webinars were tailored to specific audience personas, ensuring relevance and impact.
The communication plan aimed to differentiate the client’s offerings while educating and persuading the target market. It included strategies for engaging audiences through social selling and e-commerce, with a professional and value-driven tone that highlighted measurable outcomes. The plan projected a 50% growth in lead generation over three years, supported by detailed KPIs, including lead conversion rates, audience engagement metrics, and ROI tracking.
The success of this project was reflected in a distinction-level grade (80%), showcasing my ability to develop actionable marketing strategies that align with business goals and market demands.