Task 1(a): Organisation summary (10 Marks)

Provide a background to your chosen organisation; including:

· Organisation name

· Organisation information – to include type of organisation (NFP, B2B, B2C and legal entity), size of organisation, range of products and services, customer base and main competitors.

· Stakeholders – summary of key internal and external stakeholders (recommended to use Mendelow’s Matrix).

· Key customer segment – an overview of selected key customer segment.

· Theme chosen and rationale for choice – use data and information to back up why you have chosen your theme, e.g., sales figures, market growth, market research, current targets, etc. Can also use SAF.

Recommended you use the titles provided as subheadings for the organisation summary.

Organisation summary should be a maximum of
2 sides of A4 and must be the first thing presented in Task One.

Task 1b (20 marks; 800 words)

Define your digital channel goals and identify THREE digital channels that can help you achieve them, along with detailed justification of the channel selection process.

· This subtask has two key requirements: defining digital channels objectives and identify three (only) relevant digital channels to help achieve them, justifying the selection process.

· Required to detail SMART digital channel objectives based on the selected theme.

· Digital channel objectives are the goals for what the organisation wants to achieve with their digital marketing activities, for example, leads, enquiries, conversion rate, etc. – the objectives should not be channel-specific.

· It is recommended the digital channel objectives are shown within a hierarchy of objectives, to demonstrate how they support the chosen theme and marketing as well as wider business objectives, mission and vision.

· Answers should then identify
three (only)


relevant digital channels the organisation can use to achieve the goals stated. It’s generally recommended that these channels focus on the top of the funnel.

· Required to justify how the channels were evaluated and then selected, using a model such as VREA. Task requests ‘detailed justification’ which means answers should
not be presented in table format.

Task 1c (10 marks: 500 words)

Create a key persona to help achieve the goals set in Task 1b, using competitive insights, internal company data, and data from third party digital tools to justify the content.

Required to firstly create a customer persona for the chosen organisation’s key segment who will be the focus of the rest of the assessment.

· Required to create a customer persona for the chosen organisation’s key segment who will be the focus of the rest of the assessment.

· The persona presented must consider demographics, psychographics, goal, motivations as well as webographics and online behaviour.

· Answers should present a customer persona, based on internal and external research, which should be evidenced and shown as part of the answer for the task. The examiner will expect a wide variety of data sources as supporting evidence for the persona.

· The data, research and insights included in the answer will support justification of the persona. While screenshots can be included to provide supporting evidence, these should be limited to 3 or 4.

Key Elements of a Buyer Persona

·
Who – short biography of customer (demographics, location etc.)

·
What – their primary and secondary goals

·
Where – where they spend their time on or offline

·
Content – types of content they prefer

·
Channels – types of online (and offline) channels they prefer

·
Trust touchpoints – where content and preferred channels intersect and create brand trust

·
Pain touchpoints – objections they have to the brand, content or channels used

·
Customer, consumer or influencers – their role as a consumer, customer and influencer

·
‘They say’ – using quotes/sound bites to make the persona ‘come alive’

·
‘We say’ – the messages the brand might send to the persona

·
Keywords – keywords and phrases associated with the persona

Example Persona

Task two: Digital Customer Experience

Task 2a (30 marks; 1100words)

Develop a map of the customer journey, with a detailed appraisal of all the touchpoints needed for the persona outlined in Task 1(b)

· Required to develop a map of the current customer journey for the persona defined in Task 1b, detailing and
appraising the key digital touchpoints within the journey.

· Significant number of marks allocated to the task and word count, so a detailed map and
appraisal is expected.

· Journey must map the stages the customer goes through, the key channel touchpoints as well as devices used. The journey map should be created using a framework (and referenced).

· Required to then use data and insight to
appraise the customer journey – where are the areas of strength? Where are current issues and pain points? What does this mean for the identified persona?

· Answers should appraise the paid, owned and earned media (including content) used at each stage in the journey and demonstrate any social listening or sentiment analysis undertaken. Legal and privacy requirements can also be considered.

· Answers must evidence research in the assessment of the customer journey and identify clear issues that can then be fixed within the plan in task 3b.

Creating The Customer Journey Map

Task 2b (30 marks; 1100words)

Develop a detailed plan, using a recognised framework to evaluate and improve the customer’s digital experience across the journey points identified in Task 2(a).

· Required to create a
digital customer experience plan to improve and fix the issues identified in task 3a, using an appropriate planning framework (such as APIC).

· The plan should begin with a brief audit/analysis which should define, evaluate and prioritise the most significant touchpoints and gaps.

· The audit/analysis should then be used to create suitable customer experience objectives that align with the wider organisational objective (theme) as well as with channel goals too.

· The plan should

recommend and justify
a


suitable approach to meet the objectives set. This will be a series of improvements required across key digital touchpoints. These should be presented in a structured way.

· Some areas that could be considered: website structure, design, user experience, personalisation, usability, digital activities at touchpoints, content available etc. – what is included will depend on the findings in task 3a.

· The plan should also explain the resources required (human, physical and financial), including a timeline for implementation and budget.

· Finally, the plan will need to detail how success of the plan will be measured.

· This plan is

not a digital marketing or campaign plan
– the focus must be on improving the customer experience at digital touchpoints within the customer journey.

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