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Option 1: Digital Marketing Nanodegree Program

Create a Customer Journey Based Marketing Plan with the goal of signing up new customers to the DMND Program in one quarter.

Budget: $50,000

�Profit: For the purpose of this assignment, the cost of the Nanodegree is $999, assume a profit margin of 30%, meaning that Udacity makes $299 in profit per student that signs up.

�Campaigns: We want to aggressively grow the program, but, we want to do it without losing money.

�

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Marketing Objective:

The marketing objective for this campaign is to obtain 200 new student sign-ups for the DMND Program in one quarter.

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Who Are Our Customers�

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Target Persona for DMND

Background & Demographics

Female, 25 years old
Single, no kids

Hobbies

Needs

Goals

Target Persona

Background & Demographics

25 year old, female
Single, no children
Has a full time job
Got her Bachelor’s in Marketing
Lives in Germany

Hobbies

Cooking
Watching TV
Traveling
Reading

Annabelle Schmitt

Goals

Want to be in a new role in a different industry
Wants to become a digital marketer
Is looking to keep up to date on new technologies

Needs

To have a good work-life balance
Career mentorship
Time and money to pursue goals

Barriers

Lack of finance
Not enough time
Not enough experience
Hesitant to leave her current job

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Phases of the Customer Journey�

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When+How+Where = Marketing Tactics
Customer Journey	Awareness	Interest	Desire	Action	Post Action
Message	-The DMND program is an online digital marketing course designed to help students learn through hands-on experience and projects.�	-The program allows students to use actual social media platforms -No other online program has mentors	- DMND program is the only online program that is certifiable -If students sign up now, they will receive 30% off the course	-If students want to enroll via email, there is a “Enroll Now” button at the bottom.	-Dates for first course project deadline, assigned mentor, certification information -News about additional Udacity courses
Channel	-Blog posts about the course -A course landing page -Facebook and Youtube ads ��	-Search -Targeted display ads on Facebook -Organic social media	-Email - will send out reminder emails to sign up -Search -Display ads reflecting the discount	-Send out thank you email -Organic social media (Instagram/Twitter posts)	-Send out email with course schedule and information -Facebook posts targeted to enrolled students

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2. Budget Allocation

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Digital Marketing Nanodegree

Budget Allocation for Media

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Awareness: Budget Allocation for Media

Channels	Planned Spend	Cost Per Click	Number of Site Visits	Average Conversion Rate	Total Sales
Facebook	$7,000	$1.25	5600	0.05%	3
AdWords Search	$1,000	$1.40	714	0.05%	0
Display	$1,000	$5.00	200	0.05%	0
Video	$1,000	$3.50	286	0.05%	0
Total Spend	$10,000	Total # Visitors	6799	Number of new Students	3

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Interest: Budget Allocation for Media

Channels	Planned Spend	Cost Per Click	Number of Site Visits	Average Conversion Rate	Total Sales
Facebook	$7,000	$0.50	14,000	0.1%	14
AdWords Search	$1,000	$1.50	666	0.1%	0
Display	$1,000	$3.00	333	0.1%	1
Video	$1,000	$2.75	363	0.1%	0
Total Spend	$10,000	Total # Visitors	15,362	Number of new Students	15

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Desire: Budget Allocation for Media

Channels	Planned Spend	Cost Per Click	Number of Site Visits	Average Conversion Rate	Total Sales
Facebook	$20,000	$0.30	66,666	0.3%	200
AdWords Search	$5,000	$1.50	3,333	0.3%	10
Display	$3,000	$3.00	1,000	0.3%	3
Video	$2,000	$2.75	727	0.3%	2
Total Spend	$30,000	Total # Visitors	71,726	Number of new Students	215

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ROI: Budget Allocation for Media

Phase	Total Spend	Total Number of Site Visits	Total Number of Sales	Profit Per Sale	Total Profit	ROI
Awareness	$10,000	6,799	4	$299	$1,196	-8,804
Interest	$10,000	11,726	15	$299	$4,186	-5,515
Desire	$30,000	71,726	216	$299	$63,986	34,584
Total	$50,000	90,251	235		$69,368	20,265

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Additional Channels/Recommendations:

-I think that a few additional channels could be included, like Snapchat ads, email marketing, blog posts with testimonials from past students, earned media such as Facebook reviews or tweets promoting the course or SEO. To make the ROI positive for each phase, I would have less channels so the budget can be more equally allocated. I would also recommend that the budget should be higher since there are so many channels being used for the campaign.

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3. Showcase Work

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Market your Content

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Blog Post

Link to Blog Post: https://medium.com/@avnozicka/why-a-non-marketing-major-chose-to-further-her-education-in-digital-marketing-35656be77248

My blog post is about why I chose to do the Digital Marketing Nano Degree program and I think that the core value being delivered to the reader is that no matter what industry you are currently in, you can always change your career path.

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Platform 1 and Post

Facebook Post

I would use Facebook as a social platform to promote my blog post because many of my friends are also young people who are always interested in learning about new industries and figuring out their next career plan.

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Platform 2 and Post

Linkedin Post

One of the platforms I would choose is Linkedin because many people looking to change their careers use it to search for career ideas or find out about new skills they can learn.

Image from Unsplash.com

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Platform 3 and Post

Twitter Post

I would use Twitter as another platform because it is a fast way to share and promote blog posts through Tweets. It also allows users to Retweet content with their followers.

�

Image from Unsplash.com

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Run a Facebook Campaign

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Ad Images: Sample

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Campaign Results: Performance

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Campaign Results: Placement

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Campaign Results: Demographics

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Search Engine Optimization (SEO) Audit

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Technical Audit: Metadata

DMND URL: http://dmnd.udacity.com/
	Current	Revision
Title Tag	Udacity Digital Marketing Nanodegree Program Website	Udacity Digital Marketing Nanodegree Program
Meta-Description	N/A	<meta name="Udacity Digital Marketing Nanodegree Program - Become a Digital Marketer today and learn in-demand skills using the latest tools. Download our free eBook! "content="" />
Alt-Tag 1 for image-digital-market.png	N/A	alt= “Grey laptop open with instructor on screen smiling”

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Technical Audit: Metadata continued

	Current	Revision
Alt Tag 2 for 960x480-medium.jpg	N/A	alt= “A man and woman talking about Digital Marketing and looking at a tablet”
Alt Tag 3 for 415x345-features1.png	N/A	alt= “Man wearing plaid shirt speaking at a desk”
Alt Tag 4 for 83x305-features-02.png	N/A	alt= “Black laptop open on a table with purple bar graph images”
Alt Tag 5 for 189x64-horizontal-primary-b.png	N/A	alt= “Digital Marketing Nano Degree program logo with black font and grey background”

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Technical Audit: Backlink Audit�

	Backlink	Domain Authority (DA)
1	http://www.nytimes.com/2012/11/04/education/edlife/massive-open-online-courses-are-multiplying-at-a-rapid-pace.html	99
2	http://www.nytimes.com/2012/07/17/education/consortium-of-colleges-takes-online-education-to-new-level.html	99
3	https://in.finance.yahoo.com/news/hiring-trends-career-automation-technology-224141741.html	99

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Recommendations

From an SEO perspective and based on my findings, I would recommend that DMND focuses on all aspects of their SEO. They should aim to get quality backlinks to drive more traffic to their site and I would also recommend that DMND finds a way to reach out to the sites that are not linked to DMND so they can try to get these sites to link back to the DMND program site. When researching back-links, the Domain Authority should be above 97. I would suggest that they also improve their source code Alt Tags and Metadata descriptions since there were so many blanks in the source code. I would be very descriptive with the Alt Tag descriptions and make sure the Metadata is also descriptive and makes the reader want to click on the link to find out more. I would also make sure that the link-building are links that are from credible sites with high organic search traffic as these sites are more likely to improve your site’s traffic over spam sites or sites with irrelevant content. I would recommend the use a mix of branded, non-branded, head and tail keywords that have a high potential to drive people to the DMND program page and also choosing keywords that people are most likely to use in a search engine. DMND could also write blog posts that included the high potential head and tail keywords to entice readers to use those keywords in a search engine. The page speed is also a factor in how well your site retains your viewer’s attention, but currently the DMND page doesn’t have a page speed so that is something that they could also improve on in their SEO.

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Run an Adwords Campaign

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Ad Group 1- Awareness: Ads

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Ad Group 1 - Awareness Keyword List

high performance computing
deep learning terms
ai 101
how to get into ai
machine learning
ai artificial intelligence
define artificial intelligence
deep learning applications
AI definitions
artificial intelligence jobs
what is deep learning
understanding artificial intelligence
ai programming
data analyst
how to program artificial intelligence
machine learning science
study artificial intelligence
what is artificial intelligence
big data
fields of artificial intelligence

deep learning terms
ai 101
how to get into ai
machine learning
ai artificial intelligence
define artificial intelligence
deep learning applications
AI definitions
artificial intelligence jobs
what is deep learning
artificial intelligence future
careers in AI
ai and deep learning
artificial intelligence overview
fundamentals of artificial intelligence
robotics
applications of artificial intelligence

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Ad Group 2 - Interest: Ads

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Ad Group 2 - Interest Keywords

self learning machine learning
artificial intelligence seminar
free online deep learning class
best artificial intelligence course online
websites for artificial intelligent learning
free online coding courses for beginners
machine learning training
deep learning course udacity
learn data science online
ai training courses
udacity machine learning
intelligence analyst training courses
ai deep learning machine learning
machine learning basics
learn ai online
udacity artificial intelligence nanodegree
machine learning certificate
"free online artificial intelligence course"
learn ai programming

learn artificial intelligence
machine learning ebook
artificial intelligence course
how to learn artificial intelligence
intro to artificial intelligence
artificial intelligence online course

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Recommendations for future campaigns

If I had an additional budget for this campaign, I would focus on my interest groups ads more because this is what a potential student would click on if they wanted to learn more or sign-up for the course.
I would change my keywords to include more general/broad ones because I found that those keywords were among the most successful during my campaign evaluation.
I would also make some changes to my Ads because I think they could have been a little more dynamic with a higher budget and I could have added a few call-outs to gain more interest.
I most likely conduct and A/B test for the website landing page and see which version users preferred and which they would be more inclined to click on. I would create 2 landing pages with different images and titles so see which one resulted in more sign-ups.
I would make changes to the landing page that involve less white space and more detailed information on the top of the page, so that the viewer can easily get an idea of the course right when they see the landing page.

�

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Evaluate a Display Advertising Campaign

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Display Image Campaign: Overall Results�

Find below the overall results of the Display Image Campaign

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Display Image Campaign: Ad Results�

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Display Video Campaign: Ad Results�

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Recommendations for future campaigns

I would focus on the display ads, the video ads and the choice of keywords if I had a higher budget for this campaign.
For the display image ad, I would choose more images that fit with the course I am marketing and make sure that it is in image that people will want to click on. I also would perform an A/B test and show two different images with the same headline as well as two of the same image with different headlines so that I can see if it what image and headline people prefer.
For the video ad, I would create 2 different trailers, one long and one short with the same set of broad, large keyword list. I would also perform an A/B test on this video ad and see if people like the short or long trailer.
For the keywords, I would suggest that broader, more generic terms be added because the ads that seem to use a wider range of keywords lead to more clicks and conversions. Keywords like “digital marketing degree” and “online digital marketing course” would be examples of keywords to use.
For the Digital Marketing Nanodegree landing page, I would try to have less space between sections so that everything is easier for the viewer to see and so that the viewer doesn’t have to keep scrolling for information.

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Market with Email

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Email Content:

Email Content Plan
	Email Topic	Marketing Objective	KPI
Email #1	Udacity Meetup Information	Engagement	# of clicks
Email #2	DMND blog	Engagement	# of clicks
Email #3	Encouraging Enrollment in DMND program	Conversion	# of enrollments

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Email #1

Email Content Plan
Subject Line	Body Summary	Visual	CTA	Link
Come join us at the Udacity Digital Marketing Meetup on Saturday, April 21st!	-A free meetup will be held for individuals interested in learning more about the Digital Marketing Nanodegree Course -Meet with Udacity instructors and graduates of the program to hear their experience -Light refreshments and drinks will be provided -The meetup will be held at our HQ in San Francisco (location info will be provided upon RSVP-ing for the event)	The visuals I would add are an image of the Udacity DMND homepage image of 2 people discussing and looking at a tablet.	The primary call to action is getting people to attend the meet-up (using an “RSVP now!” button)	The link I would have in the email is a link to a page to reserve a spot for the meetup.

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Email #2

Email Content Plan
Marketing Objective	Subject Line	CTA
Engagement	Check out the revamped Udacity DMND blog!	The CTA for this email is “Read our new blog post!”

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Email #3

Email Content Plan
Marketing Objective	Subject Line	CTA
Conversion	Sign up for the Udacity Digital Marketing Nanodegree today!	The CTA for this blog is “Enroll now”

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Email Screenshot: Email #1

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Final Recommendations

Based on what I did for email 1, I would perform further A/B testing on emails 2 and 3 as well as make sure my subscribers aren’t unsubscribing to my email list (make sure I’m not sending to invalid email addresses or sending emails that resemble spam). I would also use a different visual for both emails that relates to the topic of the email, as well as have a subject line that entices the subscriber to click on it so that the emails receive a higher open rate and more clicks.

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