Purpose: The purpose of this assignment is to consider the value of social media in a real-world marketing scenario and to identify social media marketing best practices.
Deliverables: Summary and question responses. Typed, double spaced, in .pdf or .docx format.
You can find the Orabrush case study document below
You should also include at least 3 outside references when answering the questions.
Write a ½ to 1-page summary of the case (in your own words).
Answer the following questions (in your own words):
Explain why both Jeff and the former BYU student were unable to create a profitable GoogleAds campaign to sell the Orabrush?
Once Jeff had optimized the orabrush.com site and the YouTube video messaging, what was orabrush.com’s average value per visitor (to the YouTube video, not the homepage)? (Yes, there is enough information in the case to answer this)
If online advertising and sales were profitable, why did Jeff still want traditional retail distribution for the Orabrush?
Re-read the introduction to the case. What do you think? Did Jeff just get lucky? Or is this a sustainable new go-to-market strategy for new products?
You’ve just been put in a similar situation to Jeff Harmon. You’ve been given $1000 to create a comprehensive 1-month digital marketing campaign for a product similar to Orabrush. Your product sells for $20 retail and costs you $10 (simplified, all inclusive). How would you allocate that budget across SEO/ keyword use, Paid search, display advertising, email marketing, and/or social media? (assume SEO is no additional cost) Justify why each channel would be appropriate, how you’ve allocated your budget, how you would be paying across each channel ( CPS, CPM, CPS, etc) and what returns you can expect.
Yes, you are working with imperfect information and with estimates. But you can find benchmarks for advertising on each channel online. Find them and cite your sources appropriately. You can also find benchmark conversion rates.
Remember, this is a relatively unknown product, so you’ll be working to develop new customers.
You will be evaluated based on:
The completeness of your assignment
Completeness and clarity of summary
Use of case facts and outside sources to answer questions
Specificity of answers
Level of support for answers
Please cite all sources appropriately in-text using MLA or APA style citations.
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