The digital marketing proposal should reflect your digital marketing recommendations based on the client RFP. Each person should submit a slide presentation (PPT or PDF) that conveys their full digital marketing proposal. Keep it concise and follow the outline below. Extra details and/or supporting ideas can be included in an Appendix if not central to your recommendation.
I. Introduction
II. The Sharsheret/Publisher Partnership
a. Outline the client’s marketing goals and objectives (to demonstrate that you understand them, based on the RFP and any additional research).
b. Provide a relevant overview of your publisher (why pick Google/Meta?) including key sites/apps within its portfolio, key products, demographics, awards, competitive strengths, etc. that this client would care about.
c. Create a persona(s) that represents your target audience segment(s) your program will focus on, and why.
d. Clearly explain the “fit” between your publisher and what the client is looking to achieve; convince the client that you are the best publisher to work with on this campaign.
III. Campaign Proposal: Awareness-Building Elements
a. Develop and describe 1 big, integrated idea (can include paid, owned and/or earned media) for promoting awareness of the issue and the Sharsheret brand through high-impact media on your publisher’s portfolio of site(s). Include rough mock-ups and screenshots, where possible, to illustrate your ideas
b. Provide the rationale for your idea. Explain how your recommendation helps the client achieve its awareness-building goals.
c. Describe the targeting parameters and schedule for the placement (who are you looking to reach?), the performance metrics, and how you will know that it has succeeded in achieving its brand awarenessbuilding.
d. Describe the messaging you would recommend, given the media elements and target audience(s) you are recommending. (You don’t need to write specific copy; just indicate the core message you’d like to convey in these placements.)
e. Describe any new landing page(s) you’d like to create as part of this campaign, and/or whether the existing Sharsheret website will work for this part of the campaign (if so, specify the page you would link to).
f. Recommend specific device selection here – desktop/laptop, tablets, mobile phones, some combination, all, etc.
IV. Educational/Informational Elements
a. Select and describe 2 different digital media ideas (paid, owned, and/or earned) from your publisher’s portfolio of sites and products that send visitors to the Sharsheret website to learn more about the issues, risks, and treatments related to genetic breast and ovarian cancer.
b. Describe the targeting parameters and schedule for each placement (who are you looking to reach with these placements?), the performance metrics for each placement, and how you will know that it has succeeded in achieving its educational goals.
c. Describe the messaging you would recommend, given the media elements and target audience(s) you are recommending. (You don’t need to write specific copy; just indicate the core message you’d like to convey in these placements.)
d. Describe any new landing pages you’d like to create as part of this campaign, and/or whether the existing Sharsheret website will work for this part of the campaign (if so, specify the pages you would link to).
e. Recommend specific device selection here – desktop/laptop, tablets, mobile phones, some combination, all, etc.
V. Action-Oriented Elements
a. Select and describe 1 digital media idea (paid, owned, and/or earned) from your publisher’s portfolio of sites and products that connect as closely as possible to activating a target audience member to Have The Talk™ with their family members. This will likely be measured by downloads of related resource materials but may include new ways to measure that you develop as part of your recommendation.
b. Describe the targeting parameters and schedule for the placement (who are you looking to reach?), the performance metrics, and how you will know that it has succeeded in achieving its action-oriented goals.
c. Describe the messaging you would recommend, given the media elements and target audience(s) you are recommending. (You don’t need to write specific copy; just indicate the core message you’d like to convey in these placements.)
d. Describe any new landing page(s) you’d like to create as part of this campaign, and/or whether the existing Sharsheret website will work for this part of the campaign (if so, specify the page you would link to).
e. Recommend specific device selection here – desktop/laptop, tablets, mobile phones, some combination, all, etc.
VI. Summary & Next Steps
a. Summarize how the 3 different campaign elements (Awareness Building, Educational, and Action-Oriented recommendations) will work together to achieve client’s goals.
b. Provide an integrated calendar that combines the three different campaign elements, per the client’s desired campaign schedule and your timing rational within that schedule.
c. Anything else you want to add about next steps in working with you. Be sure to address all of the items and considerations included in the RFP and on the grading rubric.
VII. Appendix (optional)
a. Additional screenshots / mockups / supporting ideas that did not fit into your core recommendation.
