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Digital Marketing Plan
Kirsten Dixon
6th September 2013
Table of Contents
1. Author Information..................................................... 4
2. Executive Summary.................................................... 4
3. Terms of Reference.................................................... 5
4. Methodology.............................................................. 5
5. Situational Analysis.................................................... 6
5.1 External Analysis......................................................... 6
5.2 Internal Analysis.......................................................... 9
6. Key Challenges......................................................... 10
7. Objectives................................................................. 11
8. Strategy.................................................................... 12
9. Implementation Plan................................................. 14
10. Retention................................................................... 21
11. Contingency Plan....................................................... 23
12. Appendices................................................................ 24
13. Resources................................................................ 33
1. Author Information
The following digital marketing plan has been produced for English Wine Producers.
Circulation:
Julia Trustram Eve, Marketing Director – English Wine Producers
Will Rowan – The Institute of Direct & Digital Marketing
Kirsten Dixon, Campaign Manager – Digital Marketing Agency
2. Executive Summary
Objectives
The primary objective of this digital marketing campaign is to engage consumers in
English Wine Week 2014 and increase both awareness and sales of English wines. This
will be achieved by creating awareness of the event, increasing traffic to thewebsite and
encouraging online registrations to build a database of prospects and customers.
Findings
The popularity of English wine in recent years has been increasing, but recent sales have
been boosted by patriotic and national events. To maintain and maximise on current
interests in English wine the high quality and local appeal should be built upon. There is
still strong competition from international wines but by developing awareness and
increasing participation at local events will help sustain growth and sales. Developing
relationships with customers using eCRM and profiling will provide a great opportunity to
engage with customers and consumers interested in English wine.
Recommendations
The following recommendations have been made:
· A tactical communications plan to promote the website and achieve 100k unique visitors
to the EWW website between 4th – 31st May 2014
· Website enhancements aimed at ensuring the events page for foris the central hub of
events and activity and attracts new customers and repeat visitors
Creation of a customer database to be used to store customer and prospect data, record
permissions, responses and behaviour from multiple touch points to be used for retargeting
and retention campaigns
3. Terms of Reference
This digital marketing plan has been produced to meet the objectives of the brief received
on 5th August 2013. It details the digital marketing tactics that have been developed to
engage consumers in English Wine Week 2014 and increase awareness by driving 100,000
visitors to the event website during the period 24th – 31st May 2014. Proposals for a
database have been outlined and recommendations for the English Wine Week website
have been made.
4. Methodology
In order to identify the key issues for the development of EWP’s digital campaign,
