Digital Marketing Plan
As part of the Digital Marketing Minor at Rotterdam University of Applied Sciences, I collaborated with two fellow students to develop a Digital Marketing Plan (DMP) for a small artistic studio in Rotterdam. This comprehensive project spanned two academic blocks and focused on creating actionable strategies to enhance the studio’s digital presence, including research, planning, and creative solutions.
Research and Analysis
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Conducted a digital health check for a company
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Performed keyword research to identify impactful long-tail keywords
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Analyzed competitors using web analytics tools and the RACE framework
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Researched emerging trends in digital marketing and technology
Strategy Development
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Created three detailed customer personas based on interviews and analytics
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Mapped customer journeys using the RACE model
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Developed SMART objectives and KPIs aligned with the 5S model
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Designed six digital tactics tailored to different customer journey stage
Content and Design
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Refined the online value proposition (OVP) and tested straplines
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Created a content calendar for social media
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Designed creative post prototypes using Canva
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Developed two tailored email campaigns
Web Design and UX
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Created a basic website prototype in Figma
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Designed five web pages and their mobile versions
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Incorporated user flows and wireframes
SEO and Social Media
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Provided actionable SEO recommendations
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Proposed meta descriptions for optimized landing pages
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Analyzed social media sentiment using free tools
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Identified key influencers and competitive gaps in social media
