DIGITAL MARKETING PLAN
Task: I created this marketing plan for Bicycle Colorado‘s education department at the beginning of their 2021 season. Key goals were to streamline input of program attendees into organization CRM, increase program awareness and attendees.
Notes: Bicycle Colorado is member driven state-wide non profit aiming to make bicycling safer and more accessible to everyone in Colorado. For almost 30 years they have used education, policy and passion to make Colorado one of the top bicycle friendly states in the USA.
WEBPAGE CONTENT AND DESIGN
Task: As the manager of the Active Bike Corridors initiative led by Bicycle Colorado, my task was to promote this program through a dedicated section of pages on our website. Created via WordPress, the challenge was to integrate a live interactive calendar for education program sign-ups and to convey technical mapping information of seven different bicycle commuting corridors. The aim was to have a visitor first identify what the Active Bike Corridors is hoping to achieve, find mapping information to their nearest bicycle commuting corridor, and sign up for an education program of interest.
Notes: The Active Bike Corridors Program is a multi-year federally funded project aimed to shift travel behavior in the Denver area. It is led by Bicycle Colorado, a member-driven state-wide non-profit organization. The goal of this program is to reduce the many single-occupancy vehicle trips within downtown Denver, to be replaced by bicycle commutes instead. Seven different bicycle routes have been identified, all leading into downtown Denver. Alongside leading group rides for new bicycle commuters on these routes, the project also boasts an array of education programs such as teaching basic bike mechanics, winter riding techniques, and bike commuting classes.
Task: Perform a search engine optimization audit on the Hedge House Furniture website. Key aspects include an updated keyword strategy, content and metadata updates, backlink strategy, and future content ideas to strengthen SEO.
Notes: Hedge House Furniture is an existing business based out of LaGrange, IN. This was an assignment through the University of Denver Digital Marketing Certificate program.
CUSTOMER LOYALTY PROGRAM
Task: Create a multi channel marketing strategy around a new customer loyalty program for a chosen existing business. Perform audience and competitor analysis, customer personas, content mock-ups and a landing page built in WordPress. This was a group project, and contents were outlined in a 15 minute presentation.
Notes: Business chosen was Intelligentsia Coffee, a US based coffee chain with stores in Los Angles, Boston, Austin, Chicago and New York. This was an assignment through the University of Denver Digital Marketing Certificate program.
SOCIAL MEDIA CAMPAIGN
Task: Create a social media campaign for a company who has a reputation where employees love to work, and customers love to shop frequently with. Choose two social media channels, building out a campaign on each, including creating mock-ups.
Notes: Business chosen was Yeti Cycles, a Colorado based mountain bike manufacturer. As per the task, images used for the social media mock-ups are free use images that would otherwise be replaced by inhouse media content. This was an assignment through the University of Denver Digital Marketing Certificate program.
Task: Design and create a minimum 6-page WordPress site for a local small business using a theme of your choice. You can use a real or imagined small business, as long as it would benefit from a small site. It is not a requirement to complete all page copy or e-commerce functions.
Notes: Transfer Apparel was a fictitious women’s only mountain bike clothing brand, in which I created an e-commerce website. My objectives were to present a clean site with easy navigation and lots of visuals to give the user a sense of brand engagement/trust, and to provide detailed product information with a place for direct e-commerce conversions. The website will form the main hub of information about the brand, so it will be used to target and retarget people through blogs, social media links, and newsletter content. Secondly, an objective was to create a ‘fun and cheeky’ brand persona, especially in the mountain biking world where there is a large focus on fun rather than being too serious. Lastly, we aimed to appeal to a strong sense of a family through personalizing the business story and origins and encouraged in many places for the customer to get involved to feel a sense of connectivity and ownership with the brand. This was an assignment through the University of Denver Digital Marketing Certificate program.
GOOGLE ADS SEARCH CAMPAIGN
Task: Create a fictitious tour guide business and create a paid Google Ads search campaign with the goal of becoming the go to brand for customers to see the sights through the locals eyes. Include a campaign structure with 6 different ad groups and keywords centered around each. Create mock-ups in Google Ads including site extensions where appropriate.
Notes: Two Feet Tours was a fictitious London based tour guide business. Their value proposition is using experienced local guides that provide an engaging and meaningful. This was an assignment through the University of Denver Digital Marketing Certificate program.