Actor’s Pocket Guide is preparing for a significant relaunch, featuring a new Learning Management System (LMS) and a podcast aimed at theater professionals and learners. The primary challenge is to create a comprehensive Digital Marketing Plan that will drive traffic, generate leads, and increase user engagement. The plan should utilize SEO, social media, email marketing, and PPC strategies to effectively reach the target audience. The goal is to ensure a successful platform relaunch and sustained user growth by strategically promoting the new features and content. This project will allow learners to apply their classroom knowledge in digital marketing to a real-world scenario, enhancing their practical skills and understanding of integrated marketing strategies.

Tasks:

1. Market Analysis: Conduct research on Actor’s Pocket Guide’s current digital presence, target audience, and competitors to identify opportunities for growth and engagement.
2. SEO Strategy: Perform a website SEO audit and develop a strategy to improve search engine rankings and organic traffic, including keyword research and on-page optimization recommendations.
3. Social Media & Content Marketing Plan: Create a detailed strategy for leveraging social media platforms, including a content calendar for social media posts that promote the LMS, podcast, and other platform features.
4. Email Marketing & CRM Strategy: Develop an email marketing plan, outlining campaign strategies to nurture leads, retain users, and promote new content, including an email content calendar.
5. PPC Campaign Strategy: Design a PPC marketing plan to drive targeted traffic to the platform, focusing on theater professionals and students interested in educational content.
6. Metrics & KPIs: Establish a set of key performance indicators (KPIs) and metrics to measure the success of the digital marketing efforts, including conversion rates, engagement metrics, and ROI.

Deliverables:

1. Digital Marketing Plan Document: A comprehensive plan that outlines strategies for SEO, social media, email marketing, PPC, and content marketing.
2. Content Calendar: A detailed content calendar for social media posts and email campaigns that aligns with the platform's relaunch and ongoing engagement goals.
3. KPI & Metrics Report: A framework for tracking the effectiveness of the marketing strategies, including detailed KPIs and measurement tools.
4. Final Presentation: A slide deck summarizing the marketing plan, key findings, and expected outcomes to be shared with Actor’s Pocket Guide’s team.