Case Study Assignment W23 PART A (1)

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Conestoga College *

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2410

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Marketing

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Feb 20, 2024

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MKT2410 DIGITAL MARKETING Case Study Assignment (25%) INDIVIDUAL | See your Instructional Plan for exact due dates. Description For this assignment, you will conduct a website analysis and keyword research for a business using industry-standard keyword research tools. You will also provide recommendations for improvement and develop a paid search campaign using target keywords identified in your research. This assignment is completed in two parts and and will evaluate the following Course Learning Outcomes:  CLO3: Identify the suitability of various digital marketing strategies and tactics for achieving specific marketing communications and business objectives.  CLO4: Construct digital advertising material that meets marketing and business objectives. VALUE DUE DATE Part A: Website analysis, keyword research, SEO recommendations 15% Week 5 (Sunday @ 11:50 PM) Part B: Paid search campaign with landing page 10% Week 7 (Sunday @ 11:50 PM)  Late assignments ARE NOT ACCEPTED in this course. Missed assignments/tasks/quizzes will receive a grade of 0.  Students who may miss a class must notify their instructor via email BEFORE a due date to confirm if there is an alternative take-home option. Make-up tasks are not available for all workshops and exercises. All extensions or make-up assignments are at the discretion of your instructor. Directions 1. Select a local business for this assignment (same company, both parts). Your business must meet the following criteria: o Must be local (operates in Ontario) o Must have product pages on their website o Must use content marketing (blog, YouTube Channel, Social Media, etc.) that is not focused entirely on products Case Study Assignment: Keyword Research (5%) | MKT2410 Digital Marketing | Adopted from Stukent 1

MKT2410 DIGITAL MARKETING 2. Download the assignment instructions for each part via the assignment dropbox. 3. Complete the assignment. 4. Submit to the assignment folder before the due date . Case Study Assignment PART A (15%) Website Analysis, Keyword Research, Seo Analysis Your Task You’re an intern at the company you selected for this assignment. As part of your internship, you will work on digital marketing projects for the company. Margaret, the Director of Marketing, has asked you to review their website and provide recommendations for improvement. She wants to do a search marketing campaign next month and needs to ensure the website is optimized and leverages popular keywords before it launches. Deliverables Margaret has asked you to provide a report highlighting your analysis and a keyword list she can sort and analyze. She has a busy schedule but is also detail-oriented, so you need to keep it focused and professional, but you also want to show her your creative side. You decide to use visuals wherever possible. Your final report should include: o A summary of your website analysis and 3 to 5 recommendations for improvement for each page. o Screenshots for each page with labelled page elements. o Comparison of desktop vs. mobile site with recommendations. o 2 to 3 target search phrases/keywords for the product page (justify using facts and data) o SEO checklist and 3 to 5 specific recommendations for SEO improvement on the product page. o List of tools/resources used for your analysis and APA references where applicable NOTES: − Include the specific URLs you are analyzing in your report Case Study Assignment: Keyword Research (5%) | MKT2410 Digital Marketing | Adopted from Stukent 2

MKT2410 DIGITAL MARKETING − Identify the type of website it is (from Ch 1) and the primary objective of the site. Make note of all conversion opportunities currently available on the site. − Remember to refer the reader to the keyword research spreadsheet you include as an attachment. Report Format Spreadsheet Format − Creative and professional report and/or presentation deck − Branded for your company − Max. 8 pages or 12 slides − Submit as original file and pdf − Use the Excel template provided − Branded for your company − Submit .xlsx file Use APA format for references. Use in-text or on-page citations with a reference list at the end of your report. Include your name and student # in all file names. Example; CDevries_9009009_Report.pdf | CDevries_9009009_Keywords.xlsx Website Analysis Analyze the company home page and one product page using one of the Principles of Good Web Design (textbook Ch. 2) listed below. Consider all potential target markets during this review. Design for Usability Three questions Websites should be designed so that the average user (and below-average users) can find what they’re looking for or can accomplish what they want without effort or too many clicks. Websites are more likely to convert if there are clear answers to three questions above the fold, without scrolling further. Select the design principle that is most appropriate for your company/website. Learn more in Chapter 2 of your textbook. Deliverables: o Provide a summary of your analysis and 3 to 5 recommendations for improvement for each page. o Include screenshots for each page you analyze with labelled page elements. o Compare the desktop and mobile sites as well. Highlight any differences (good or bad) and consider these in your recommendations. Keyword Research Conduct keyword research to identify potential target keywords for your company's upcoming search campaign and content marketing strategy. Consider all potential target markets during this review. Deliverables: o Update the keyword research template provided to match the branding for your Case Study Assignment: Keyword Research (5%) | MKT2410 Digital Marketing | Adopted from Stukent 3

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MKT2410 DIGITAL MARKETING company. o Identify 2 to 3 target keywords to use on the product page of your website (justify your choice using facts and data) and include them in your report. o Save the Excel file and include it as an appendix to your report. Template Contents What to Include Page 1: Brainstorm Create a list of keywords – aim for 10 generic + 5 long- tail keywords for each. o Conduct a manual review of the product page and one competitor’s product to identify keywords on the page – consider what consumers might type into the search bar in Google and look for those phrases o Search for the product using various terms. Record the Google/Bing suggestions o Check Answer The Public for question suggestions o See the course website for additional suggestions o Highlight the 10 keywords you think will be searched most (use your judgment) Page 2: Research Use the Google Keyword Discovery tool to gather data on your keywords o Analyse the keywords on your product page o Analyse the keywords on one competitor’s product page o Enter your highlighted keywords from page 1 o Ask Google for more suggestions o Save your selected keywords in Google and export them into your spreadsheet (modify format to match template if required) o Highlight top-performing keywords based on the data collected using conditional formatting Things to consider during your research: o What keyword phrases would support your specific objective best (see above) o What is the user intent? How does this impact search terms? Include terms for all types of intent. o What does your biggest competitor use? o Should you include branded keywords o Are there any keywords you should NOT include Remember to include the following stats in your Google output (where available): o Avg. Monthly Searches o Competition o Top of Page Bid (High/Low) o Type of user intent o Keyword source (where did this idea come from?) SEO Analysis Use the checklist below to analyze the product page for SEO to prepare the website for the search campaign. Case Study Assignment: Keyword Research (5%) | MKT2410 Digital Marketing | Adopted from Stukent 4

MKT2410 DIGITAL MARKETING Deliverables: o Use the checklist below to review and analyze the product page (SEO checkers permitted) o Provide a summary of your analysis and 3 to 5 specific recommendations for SEO improvement on the product page. SEO Checklist o 3-click rule: Can the user find the product with no more than three mouse clicks from the homepage? o Test your Page Speed o The website is secure and runs on HTTPS o URL is short and simple o The target search keyword is used in the first 100 words of the page. o Headings convey hierarchy, including keywords and H2 tags. o The benefit-focused description contains the target search phrase/keyword. o The page is optimized for mobile compatibility o The page is optimized with target search phrase/keyword in: o Title tag o URLs and anchor text o Headings & Subheadings o Body Copy o Image names/alt text Evaluation Rubric: Part A Grade Element ADVANCED GOOD AVERAGE NEEDS IMPROVEME NT MISSING Level 5 Level 4 Level 3 Level 2 Level 1 Website Analysis Thorough and accurate analysis using an appropriate (assigned) design principle. Solid analysis using an appropriate (assigned) design principle. Adequate analysis using an appropriate (assigned) design principle. Limited analysis and/or use of wrong design principles. No analysis or recommendatio ns 4+ relevant, detailed recommendati ons for the assigned pages 2 to 3 relevant, detailed recommendati ons for the assigned pages 2+ relevant recommendati ons with some detail for the assigned pages 1+ relevant but generic recommendatio ns for some pages Recommendati ons are missing or are not relevant to the case. Clear screenshots with accurate labels Clear screenshots with mostly accurate labels Screenshots with some errors or missed labels Limited use of screenshots and/or labels No screenshots or inaccurate labels Comprehensiv Solid review of Average Limited review Poor or missing Case Study Assignment: Keyword Research (5%) | MKT2410 Digital Marketing | Adopted from Stukent 5

MKT2410 DIGITAL MARKETING e review of web vs. mobile with relevant recommendati ons web vs. mobile with relevant recommendati ons review of web vs. mobile with some relevant recommendati ons of web vs. mobile with few relevant recommendatio ns review. Recommendati ons are missing or are not relevant to the case. Keyword Research Exceptional brainstorming and research 10 short + 5 relevant long- tail keywords per group (60 keywords) Excellent use of keyword research tools Good brainstorming and research 10 short + 5 long-tail keywords per group (60 keywords) Good use of keyword research tools Adequate brainstorming and research 45+ keywords Some are too generic or may not be relevant to the assigned page. Some use of keyword research tools Limited brainstorming and/or research Not enough keywords Keywords are too generic or not relevant to the assigned page. Limited use of keyword research tools Missing most or all required elements No use of keyword research tools Detailed recommendati on justified with data with facts Detailed recommendati on justified well. Basic recommendati on with few facts or justification. Unsupported recommendatio ns Minimal or no recommendatio ns Well-organized and branded template Organized template with some branding Template matches original format – no updates Template is messy or disorganized. Template is not useful. SEO Analysis In-depth analysis of the assigned page using the checklist provided. Good analysis of the assigned page using the checklist provided. Basic analysis of the assigned page using the checklist provided. Limited analysis. May use wrong content or be too generic. Minimal or no analysis. 4+ specific, well-justified recommendati ons for the assigned page. 3+ specific recommendati ons for the assigned page. 2+ general, but relevant recommendati ons Less than 2 recommendatio ns. May be general or refer to the wrong page. Minimal or no recommendatio ns Presenta tion and Format Creative and professional report, branded for your company. I can easily compare your analysis to the website. Professional, branded report, your company. I can easily compare your analysis to the website. Basic academic report style with some branded content. I can find your website. Basic report with limited creativity and professionalism . Contains many sp/gr and format errors Poorly structured assignment with many errors. Case Study Assignment: Keyword Research (5%) | MKT2410 Digital Marketing | Adopted from Stukent 6

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MKT2410 DIGITAL MARKETING Error-free. Mostly error- free Contains some sp/gr errors Correct file name and file format Correct file name OR file format N/A Submission instructions not followed Missing files Case Study Assignment: Keyword Research (5%) | MKT2410 Digital Marketing | Adopted from Stukent 7

Case Study Assignment W23 PART A (1)

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