roject 1: Get Ready to Market
Step 1: Getting Started
Option 1: Imagine that Udacity has tasked you with creating a campaign for either the DMND Program or Enterprise. To get started you will first need to decide which product you will be marketing. Friendly reminder: Students must use the same product throughout the program.
Option 2: Define your company’s marketing and sales goals this year. Where are you currently in pursuing those goals? You will create a campaign in order to get closer to your marketing goals. Friendly reminder: Students must use the same product throughout the program.
Next, you will need to articulate the marketing objective and KPI for your pretend campaign. Since you will not be creating an actual campaign you can make your marketing objective as lofty as you like, just remember to make your objective is SMART.
SMART objectives are: Specific, Measurable, Achievable, Realistic, and Timebound.
You will be providing your answers in the template for this project to help you get comfortable using slides for presentations. It is a great opportunity for you to get familiar with this now, as you will be using this tool further on in the course.
Step 2: Value Proposition
Now that you’ve chosen a marketing challenge, you need to articulate the value proposition for the product you’ve chosen. This will help to ensure that you and your pretend client, Udacity, are aligned on potential customers, product/service value, along with the competitive landscape and differentiator. For this section, you will be using Geoffrey Moore’s template as a guide to create your value proposition.
Step 3: Customer Persona
Throughout the course you will be using the customer persona you are creating now to keep you focused on who your customer is while you are writing content, building campaigns, and auditing sites.
Create an Empathy Map To create your customer persona you will first need to interview potential customers and create an empathy map. As you’ve learned in this course, an empathy map is used to understand and summarize customer research. Most empathy maps have four quadrants broken into Thinking, Seeing, Doing, and Feeling.
Interview Potential Customers You will be interviewing a minimum of three potential customers to collect information for your empathy map. After you interview your potential customers, you’ll prepare all of the information you gathered onto sticky notes and place them in one of the four quadrants: Thinking, Seeing, Doing, and Feeling.
- List of potential questions
- As much as possible, list the actual words and phrases your customers say, the applications they use, and the websites they visit.
- Once you have your empathy maps, you’re ready to create a persona.
Construct Customer Persona
The customer persona is a fictional character that summarizes and communicates the key characteristics of your target customer. When creating the persona, you will use the information from the empathy maps to inform what characteristics your fictional person will have.
To describe your persona, you will use the template provided in the deck. First describe the background and demographics, then the hobbies, then the needs and barriers they face, and finally, lay out the goals of your persona. It is a good idea to give your persona a descriptive name and add a picture of what he or she may look like.
How to use this Template
Make a copy of this Google Slide deck (Google Drive Directions).
We have provided these slides as a guide to ensure that you submit all the required components to successfully complete your project.
When presenting your project, please only think of this as a guide. We encouraged you to use creative freedom when making changes as long as the required information is present.
Don’t forget to delete this and all of the other example slides before you submit your project.
Remove this slide
Marketing Challenge Option 1
Digital Marketing Nanodegree Program
Digital Marketing Nanodegree Program
You are tasked with attracting future fellow students for this Digital Marketing Nanodegree Program. More specifically, your objective is to collect email addresses of potential students, who could be interested in taking this course. In order to do this, we have created a landing page, where prospective students can download a free eBook if they provide us with their email address. The eBook – a Social Media Advertising Guide – is a short excerpt from the Digital Marketing Nanodegree Program, content that you will see in the Social Advertising course.
For the purpose of the projects, assume costs of $0 for the eBook and a conversion value (revenue) of $15 per collected email address.
Marketing Challenge Option 2
Udacity Enterprise
Udacity Enterprise
Your task is to generate new business for Enterprise’s DMND Corporate Training, in order to equip a company’s team into with the latest skills in digital marketing. More specifically, your objective is to generate leads, i.e., collect contact information of companies that could be interested in the services offered by Udacity Enterprise. In order to do this, we have created a landing page, where prospective client companies can learn more about Enterprise’s offerings for the Digital Marketing Nanodegree program. From this page, clients can then request more information through a contact form after filling out required fields about their company that provides crucial information to the Udacity Enterprise team.
For the purpose of the project, assume a cost of $0 since potential customers provide their email addresses for free, and a conversion value (revenue) of $150 per collected lead.
Marketing Challenge Option 3
Your Company
Your Company
If you have chosen option two, you either own your own company or work for one that will let you run campaigns for them. Your marketing challenge is completely personal to the company you own or a part of. For example, if you are a new company looking to bring awareness, maybe your marketing challenge is to send traffic to your website. On the other hand, if you work for a small clothing company, may be your marketing challenge is to increase sales for blouses.
For the purpose of the project, assume a cost of $0 since potential customers provide their email addresses for free, and define your conversion value (revenue) per lead, by assuming how much a potential lead is worth to you.
Step 1:
Getting Started
DMND Program, Enterprise, or Your Own Company
Which option did you choose? (Udacity or your own company)
If Udacity, which product did you choose? (DMND Program or Enterprise)
If your own company, tell us about your product/service (insert a link to your landing page in your submission)
Marketing Objective: DMND, Enterprise, or Your Company
Provide the marketing objective for the product you chose?
For example: Betabrand might have a marketing objective to sell 1,000 pairs of women’s pants in May 2017.
KPI: DMND, Enterprise, or Your Company
What is your primary KPI to measure marketing success?
For example: The KPI for Betabrand’s marketing objective would be the number of women’s pants sold in May.
Step 2:
Value Proposition
Value Proposition
Write a value proposition using Geoffrey Moore’s template for the product you chose:
For (target customer) who (statement of the need or opportunity) our (product/service) is (product category) that (statement of benefit). Unlike (closest competitor), our offer (primary differentiation).
For example, Ezequiel Farca’s value proposition might read:
FOR design minded customers
WHO need a home custom designed to their needs and taste
OUR architecture and design services
THAT offer high end modern design
UNLIKE architecture firms like WRNS Studio
OUR OFFER balances harmonious modern architecture, with our own award winning interior design & furniture
If you need more inspiration, see more on value propositions on HubSpot.
Step 3:
Customer Persona
Interview
What questions did you ask your interviewees? If there isn’t enough space you can link to the questions and answers and simply put a few highlights here.
Suggested Questions
Empathy Map
Insert a picture or design the slide to show your empathy map. Keep in mind to provide your interviewees’ answers as much as possible, listed with the actual words and phrases your customers say, the applications they use, and the websites they visit.
Sample
Target Persona
Background and Demographics Target Persona
Name Needs
Hobbies Goals Barriers