CSCM1000 Group Assignment Content Marketing Plan Group 3 Section 3[1]

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THAT DURHAM REALTOR By Group 3 Amajuoritse Dudu - 220842571 Anupriya Bammi - 220485975 Shivani Shivani - 219259795 Preksha Patel - 220778411 Ritik Saini - 220850145 Sheril Baby - 220800439 MODULE TITLE: Planning and Analysis for Content Marketing MODULE CODE : CSCM 1000

1. Executive Summary: Content Marketing Strategy for That Canadian Realtor in Durham. Introduction: Within Durham and the places around it, Durham Realtor is seen as a major force due to their long-standing presence in the Canadian real estate market. The brand provides a purpose-driven approach and a strong online presence to a wide range of people looking for real estate possibilities in Canada's ever-changing market. The old- fashioned ways of marketing that have worked well for us might not be enough to get our target audience's attention and trust. It's clear that we need a strong, long-term content marketing plan if we want to not only keep our current market place but also become leaders in innovation and customer satisfaction. Problem: That Durham Realtor needs to improve their online profile and level of engagement, especially on Instagram, to reach more people online and stay ahead of the competition in the real estate market, which is always changing. The company is already active on several social media sites, but it needs a more unified and targeted content marketing plan to not only get more people to interact with it, but also make sure it fits with its overall business goals.The Durham Realtor focuses on improving brand awareness, demonstrating expertise in the local real estate market, and building meaningful connections with the target audience. Solution, Evaluation, and Suggestions: Using an all-encompassing content marketing plan based on the SMART framework is suggested as an answer. With strategic content marketing efforts, the SMART content marketing goal for Instagram is to boost online interaction by 20% in the next three months. This goal is clear, measurable, attainable, relevant, and has a deadline, which makes sure that the method is focused and measurable. Key Features:

● A strategic approach to content: tailoring content to show off property ads, visual stories, client testimonials, and highlights from the local community. ● Consistent Brand Messaging: Making sure that all material is consistent with the brand to make it easier to remember and recognize. ● Engaging with a specific audience: learning about the tastes of the Canadian audience so that you can make material that fits their interests and goals. Advice on the content: ● Blog Article Series: Every month, there are articles that give you strategic information about Durham's real estate market trends and plans. affordable and effective, making That Durham Realtor look like an expert in the field. ( https://www.durhamregion.com/opinion/columnists/durham-chair-marked- national-housing-day-by-reaffirming-the-region-of-durham-s-commitment-to/ article_b79f59cf-6709-5c6c-955d-811fc1a8f950.html ) ● Instagram IGTV Reel Series: Each two weeks, interesting clips show off different Durham homes, with a focus on features that are good for growing families. uses Instagram's visual appeal to get more people to see their company. ( https://www.instagram.com/lisalevyrealestate/ ) ● Educational Email Series: Every two weeks, you'll get emails with useful information about market research, investment patterns, and advice from experts. Improves lead handling and connects you with possible clients. ( https://homelessnesslearninghub.ca/library/resources/introduction-to-housing- models-housing-navigation-and-engagement/ ) ● Interactive Website Feature: An interesting Home Buying Quiz is updated every three months, which encourages website visitors to connect with it and increases lead generation. ( https://www.rockethomes.com/blog/home-buying/home- buying-quiz ) ● "Meet the Team" video series: once a month videos that show off team members, giving the business a human side, and making a personal connection with the audience. ● Facebook Live meetings: Every three months, there are live meetings that look at family-friendly neighborhoods in Ajax and encourage real-time community

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involvement.( https://beckertalksmoney.com/2022/02/15/how-we-bought-a- country-house-for-65k-on-facebook-marketplace/ ) ● LinkedIn Articles: Every two months, That Durham Realtor posts articles on LinkedIn that show how to move up in a risk management job, establishing themselves as an expert in the field. ( https://www.linkedin.com/in/davidvoserisk/?originalSubdomain=be ) ● Instagram slideshow Posts: Once a month, a home buying checklist is shown in a slideshow, giving social media users short, useful content. ● A podcast series called "Real Estate Success Stories" will share the stories of happy families who have found their dream homes every two weeks. This will help the business reach more people. ( https://open.spotify.com/show/1IVNjWxfrTV7ld6xM3ySwf ● Instagram's interactive polls are ongoing, short-lived polls that collect information about what Instagram users want so that future posts can be more relevant to them. Costs and Resources: The suggested content marketing plan includes blog posts, IGTV reels, email series, website features, videos, live sessions, articles, carousels, podcasts, polls, and more. It is estimated that this plan will cost around $2,300 per month to carry out. Freelance writers, designers, videographers, a social media manager, a web developer, and a podcast producer are all tools that are needed. What Makes This Plan Work: This content marketing plan is designed to help the brand reach its goals of getting more people to interact with it online, becoming more visible, and making connections with possible customers. The chosen content formats take advantage of what each platform does best, making sure that the method is complete and interesting. That Durham Realtor will be able to improve its position, get more people involved in the community, and keep the Canadian real estate market growing if this plan is put into action. Finally, using this content marketing approach is important for keeping That Durham Realtor's market presence high and improving it. The plan not only solves the problem that was discovered, but it also does so in a way that is consistent with the brand's overall business goals and can be measured.

2. CONTENT MARKETING SMART GOAL That Durham Realtor can employ strategic and targeted content marketing, focusing on Instagram, to enhance online engagement and align with business goals. The table below illustrates a SMART content marketing goal, breaking down each element with specific metrics, achievability, relevance, and a time-bound approach. Table 1: SMART content marketing goal for That Durham Realtor SMART Element Specific Measurable Achievable Relevant Time-Bound Goal Statement Increase online engagement on Instagram by 20% within the next three months through strategic content marketing efforts. Enhance brand recognition, showcase specialized knowledge in local real estate, and establish valuable relationships through the implementation of a focused content marketing strategy throughout the Metrics : Track Instagram engagement metrics such as likes, comments, and shares. Produce at least two blog pieces each month that demonstrate competence in the local real estate field, aiming to achieve a Achievable : The goal is realistic given the current engagement baseline and the potential for increased interaction through targeted content and Ads. Create regular content, like blog posts, social media updates, and video content that shows off what makes Relevant : Aligns with the brand's objective of enhancing visibility and connecting with potential clients on popular social media platforms. These may include: Instagram, Facebook, TikTok, LinkedIn, etc. Matching the brand's focus on local knowledge and personalized service, Responding to comments, messages, and questions Time-Bound : To be achieved within the next three months. At the end of the time frame,(3 months) a full review to see how it affected company awareness, showing expertise, and connecting with the audience as a whole.

upcoming six months. 20% rise in the average duration of time visitors spend on the blog pages. The Durham Realtor special. creates a two- way communication channel with the public that helps build relationships. The table above outlines a SMART content marketing goal for That Durham Realtor, focusing on Instagram, and the subsequent explanation details how each element, from specificity to time-bound measures, contributes to a strategic and achievable approach aligning with the brand's business goals. i. Specific: The goal is specific and clearly outlines the desired outcome. This focuses or emphasizes on increased online engagement on Instagram through specific content marketing efforts. The Durham Realtor focuses on improving brand awareness, demonstrating expertise in the local real estate market, through building meaningful connections with the target audience. ii. Measurable: Identifies specific metrics (likes, comments, blogs and shares) to quantitatively measure the success of the goal. iii. Achievable: The goal is realistic and achievable considering the brand's current social media presence and the potential for improvement through strategic marketing content. iv. Relevant: This is tied directly to the brand’s goal of improving its social and digital presence, specifically on Instagram, which is a key platform for their target audience. v. Time-Bound: The goal has a defined timeline of three months. This timeline provides a clear timeframe for evaluation and achievement. In summary, the SMART goal aims to increase engagement on That Durham Realtor's Instagram by 20% in the next three months. This is specific as it targets a particular platform and type of interaction. The goal is measurable through quantifiable metrics such as likes, comments, and shares. It is achievable, given the brand's current social media standing and potential for improvement. Relevant, as it directly ties to the business goal of enhancing the brand's online presence. Time-bound with a three-

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month horizon, providing a clear timeframe for assessment and achievement. This goal aligns with the brand's strategy to leverage Instagram for marketing properties and building relationships with potential clients, supporting its overall business objectives. References Du Plessis, C. (2017). The role of content marketing in social media content communities. South African Journal of Information Management , 19 (1), 1-7. Odden, L. (2012). Optimize: How to attract and engage more customers by integrating SEO, social media, and content marketing . John Wiley & Sons. 3. Content Plan and Recommendations: Blog Article: "Strategic Real Estate Planning in Durham" ● Title: "Unraveling the home of your dreams: Your Strategic Guide to Real Estate Planning in Durham" ● Content: Provide insights on the current real estate market trends and prices in Durham, especially focusing on strategic and pragmatic planning. ● Length: 1,000 words ● Frequency: Monthly/blog ● Expected Results: Increased website traffic, improved SEO ranking for relevant keywords, more recognition. ● Notes: Resulting in the above, that durham realtor is now recognized as an expert and the “go to guru” in strategic real estate planning. ● Cost - $75 - $200 per post (https://www.thumbtack.com/p/blogger-pricing) Instagram IGTV Reel: "Dream Homes in Durham" ● Title: "Swipe Right to Your Dream Home! 🏡 #DurhamDigs" ✨ ● Content: Create engaging reels showcasing different properties in Durham in detail, focusing on the features that emphasis on houses ideal for growing families. ● Length: 1 minute ● Frequency: Bi-weekly ● Expected Results: Increased engagement, brand visibility on Instagram.

● Notes: Visual content is crucial for capturing attention on social media.IGTV Reels are one of the most successful ways to bring in more traction and increase followers and business virtually and in person. It also increases trust among consumers when the brand shares their story and their day to day work on social media. ● Cost - $100-$200/ IGTV reel (https://www.theleap.co/instagram-money- calculator/) Educational Email Series: "Durham Real Estate Insights" ● Title : "Delve into the Secrets of Durham Real Estate - Your Exclusive Email Series Arriving in Your Inbox! 🏡🏡" ● Content: List of insightful emails covering topics such as market analysis, investment patterns, and expert guidance for potential home investors. Gather and polish valuable information to nurture potential clients. ● Length: Varies for each email. ● Frequency: Bi-weekly. ● Expected Outcomes: Enhanced lead nurturing, increased email responses ● Notes: Email responses with personalized language gain better connections with customers. ● Cost - $10-$500/ month depending on the length and the service provider (https://marketingletter.com/email/email-cost/) Interactive Website Feature: "Home Buying Quiz" ● Title : "Explore Your Dream Home through Our Engaging Quiz Experience! 🏡 " ✨ ● Content: Make an online quiz on the website that helps prospective buyers in identifying their preferences and priorities when looking for a home. Tailor suggestions based on their answers. ● Length: Interactive ● Frequency: Quarterly updates ● Expected Outcomes: Increased website interaction, augmented lead generation. ● Notes: Interactive content increases user participation. ● Cost - $100- $500/ website content (https://www.websitebuilderexpert.com/building-websites/how-much-should-a- website-cost/)

Video Series: "Meet the Team" ● Title: "Get to Know The Visram Team - Meet Our Team! 🏡🏡🏡" ● Content: Introduce each team member through short, engaging videos on the website. Highlight their expertise, certifications, and commitment to clients. Highlight what their style of interior design is and let them tell us their favorite project they worked on ● Length: 2-3 minutes per video ● Frequency: Monthly ● Expected Results: Improved brand trust, giving a voice to the agency by humanizing it and letting its employees speak for the company they love. ● Notes: Building a personal connection to increase brand loyalty and giving “backstage passes” to all the viewers which results in them feeling more connected and feeling like they know a secret and the inside details of the brand. ● Cost - $100-$200/ IGTV reel (https://www.theleap.co/instagram-money- calculator/) Shared Facebook Live: "Neighborhood Spotlight - Ajax" ● Title: "Live from Ajax: Discover the Best Neighborhoods for Growing Families! " ● Content: Conduct a live session on Facebook, exploring family-friendly neighborhoods in Ajax. Discuss amenities, schools, and real estate trends. ● Length: 30 minutes ● Frequency: Quarterly ● Expected Results: Increased live viewers, community engagement. ● Notes: Real-time interaction can boost engagement. ● Cost - Free (Using the free feature provided on the platform by one of the Visram team members) LinkedIn Article: "Strategies for Advancing in Risk Management Careers" ● Title: "Mastering Risk Management: A Career Guide by That Durham Realtor 🏡🏡" ● Content: Share insights on increasing risk in management careers. Showcase success stories and offer career advice. ● Length: 1,000 words

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● Frequency: Bi-monthly updates ● Expected Results: Increased LinkedIn engagement, industry authority. ● Notes: Tailor content to audience aspirations. ● Cost - $59.99 - $835/ month (depending on the plan) (https://salesrobot.co/blogs/linkedin-premium-pricing) Insta gram Carousel: "Home Buying Checklist” ● Title: "Swipe Left to Right: Your Essential Home Buying Checklist! 🏡 " ✅ ● Content: Create a carousel post on Instagram showcasing the step-by-step home buying process. ● Length: Visual carousel ● Frequency: Monthly updates ● Expected Results: Increase in number of saves and shares, better brand visibility. ● Notes: Bite-sized, actionable content for social media users.\ ● Cost - Instagram Carousel: $50-$200/post (Graphic designer) (https://temismarketing.com/blog/how-much-to-charge-for-instagram-post/) Podcast Series: "Real Estate Success Stories" ● Title: "Tune In to Real Estate Triumphs! 🏡🏡" ● Content: Launch a podcast series mentioning success stories of families who found their dream homes through Durham Realtor. Include insights from agents and clients. ● Length: 20-30 minutes per episode ● Frequency: Bi-weekly updates ● Expected Results: Increased podcast subscribers, broader audience reach ● Notes: Podcasts offer a digestive way for the audience to consume content. ● Cost - Podcast Episode: $300 (Podcast producer) (https://blog.podbean.com/what-is-the-average-cost-of-podcast-advertising/) Interactive Polls on Instagram: "Your Dream Home Essentials" ● Title: "Vote Now! What's a Must-Have in Your Dream Home? 🏡🏡"

● Content: Involve the audience with interactive polls on Instagram, asking about their preferences in their dream home. Use the insights to tailor future content. ● Length: Ongoing, short-lived polls ● Frequency: Weekly updates ● Expected Results: Increased audience engagement, audience insights. ● Notes: Interactive polls lead to community participation. ● Cost - Instagram Polls: $20-$150 per poll (Social media manager) (https://sproutsocial.com/insights/social-media-management-cost/) Cost and Resources Cost per Content Piece: ● Blog Article: $200 (Writer) ● Instagram Reel: $150 (Graphic designer) ● Email Series: $100 per email (Copywriter and designer) ● Website Quiz: $300 (Web developer) ● Team Video: $250 per video (Videographer) ● Facebook Live: $200 (Video equipment) ● LinkedIn Article: $150 (Copywriter) ● Instagram Carousel: $100 (Graphic designer) ● Podcast Episode: $300 (Podcast producer) ● Instagram Polls: $50 per poll (Social media manager) Total Cost Estimate: $2,300 Resources Needed: ● Freelance writers, designers, and videographers ● Social media manager ● Web developer ● Podcast producer Note: Costs are estimated based on typical Canadian freelance rates and may vary. Actual costs depend on the chosen professionals and their rates.

https://www.forbes.com/sites/forbescommunicationscouncil/2021/08/17/the-real-cost-of- content-it-could-be-greater-than-you-think/?sh=2359e748169a https://www.investisdigital.com/blog/performance-marketing/how-much-does-content- marketing-cost https://www.webfx.com/blog/marketing/how-to-budget-for-content-marketing/ https://www.zillow.com/agent-resources/agent-toolkit/marketing-plan-template/ 4. Content Marketing Plan: That Durham Realtor SMART Goal: Increase website traffic by 30% and generate 20% more leads in six months through engaging and informative content. Content Recommendations (Owned): Video Series: "Durham Insights" ● Caption: Discover the Heart of Durham in Our New Video Series! ● Description: Explore different Durham neighborhoods, showcasing local amenities, schools, and community events in short, engaging videos. ● Channel: Website, YouTube ● Format: Short videos (3-5 minutes) ● Length of Content: Bi-weekly ● Expected Results: Increased engagement, longer time spent on the website. ● Rationale: Video content is highly engaging, providing a visual tour of neighborhoods to capture the audience's interest and promote the local community. Interactive Infographic: "Durham Living Quiz" ● Caption: Find Your Perfect Durham Neighborhood with Our Interactive Quiz! ● Description: An interactive quiz-style infographic helping users discover their ideal Durham neighborhood based on preferences and lifestyle. ● Channel: Website, Social Media ● Format: Interactive Infographic ● Length of Content: Monthly

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● Expected Results: Higher user interaction, increased social media shares. ● Rationale: Interactive content encourages user participation, providing a fun and personalized experience while showcasing the diversity of Durham neighborhoods. Community Spotlights: "Durham Success Stories" ● Caption: Real Stories, Real Homes – Meet Our Durham Community! ● Description: In-depth stories of families finding their dream homes in Durham, emphasizing positive impacts on their lives. ● Channel: Website, Blog ● Format: Blog Posts ● Length of Content: Bi-monthly ● Expected Results: Improved brand trust, relatability, and increased organic traffic. ● Rationale: Personal narratives create emotional connections, building trust and showcasing the real experiences of families in Durham. DIY Home Improvement Guides: "Durham DIY Hub" ● Caption: Transform Your Space with Our Exclusive DIY Guides! ● Description: Step-by-step guides on simple home improvements, staging tips, and DIY projects tailored for Durham homeowners. ● Channel: Website, Newsletter ● Format: How-to Guides ● Length of Content: Weekly ● Expected Results: Positioning as a valuable resource, increased newsletter subscriptions. ● Rationale: DIY guides address homeowners' needs, positioning the brand as an expert resource for home-related information. Local Business Collaborations: "Durham Lifestyle Partners" ● Caption: Explore Durham's Best with Our Lifestyle Partners! ● Description: Collaborative content with local businesses, featuring interviews, spotlights, and joint promotions. ● Channel: Website, Social Media ● Format: Collaborative Features ● Length of Content: Quarterly ● Expected Results: Extended reach, enhanced community engagement.

● Rationale: Collaborations with local businesses promote community involvement and broaden the brand's appeal. Cost per Piece of Content: The estimated cost per piece of content ranges from $300 to $800, depending on production complexity. Suggested Resources: ● Video Production: Local videography services (Example: Durham Video Services). ● Graphic Design: Freelance graphic designers (Example: Canadian Freelance Graphic Designers). ● Content Writers: Content creation agencies or freelancers (Example: Content Writing Services). Content Marketing Distribution Plan: Content Calendar: November 2023 Date Content Channel 01-Nov-23 Video: “Discover North Durham” Website, YouTube 08-Nov-23 Infographic: Durham Living Quiz” Website, Social Media 15-Nov-23 Blog: Family Spotlight- The Johnson’s” Website, Blog 22-Nov-23 DIY Guide: “Transform Your Living Room” Website, Newsletter 29-Nov-23 Lifestyle Feature: “Local Eateries in Durham. Website, social media Content Distribution Channels: Website/Blog: ● Regularly update the blog section with informative content. ● Feature video series and community spotlights on the homepage. ● Utilize SEO strategies for better search engine visibility. Social Media (Facebook, Instagram, Pinterest): ● Share video series and DIY guides on Facebook and Instagram.

● Pin infographics and DIY guides on Pinterest boards. ● Collaborate with local businesses through Instagram features. YouTube: ● Upload video series episodes on the YouTube channel. ● Optimize video titles, descriptions, and tags for searchability. Email Newsletter: ● Monthly newsletters featuring blog highlights, DIY tips, and community spotlights. ● Include exclusive content and promotions for newsletter subscribers. Collaborative Platforms (Local Forums, Community Groups): ● Engage with the local community through forums and groups. ● Share collaborative content and invite discussions. Budget: Allocate $5,000 per month for content creation, distribution, and promotion. APPENDIX

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Buyer Persona

Company overview Since 2016, Durham Property Pros has been a premier real estate agency in Durham, Ontario, Canada. The brand has created a position in the dynamic real estate market by focusing on excellence and uncovering outstanding investment prospects. For its expertise, client-centric approach, and commitment to diversity, Durham Property Pros is a trusted partner for Durham real estate professionals. Expertise in local market knowledge, investment opportunities and legal and regulatory expertise. Durham qualities towards its buyers are offering tailored consultations to understand buyers' financial goals, risk tolerance, and preferences. Customized investment

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methods meet individual goals. Providing buyers security and confidence in their decisions. Buyer Persona Male / Female Age- 30-45 Marital Status- Single, Family person Interests/ personality- Homebuyer, Investment enthusiast or Young Families In conclusion, Durham Realtor's holistic strategy aims to elevate the brand in the competitive real estate market. Understanding the brand's position and challenges allows the proposed solution to address issues and capitalize on development prospects.The brand can overcome obstacles and stand out in the competitive real estate market.

CSCM1000 Group Assignment Content Marketing Plan Group 3 Section 3[1]

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