Course Project Consists Of Five Parts Focused On Digital Mar ✓ Solved

Course project consists of five parts focused on digital mar

Course project consists of five parts focused on digital marketing strategies for a brand. You may use your own organization or The McCormick Hotel.

The five parts are: Part One — Determining Digital Media Needs; Part Three — Create Your Social Media Strategy; Part Four — Assess Your Firm’s Reputation Management; Part Five — Design Your Organizational Chart and Digital Media Strategy.

Begin with Part One and identify initial digital marketing needs related to website and content marketing.

Complete the following grid: State your brand name and brand promise; outline your overall organizational marketing strategy; outline your organizational digital marketing strategy; in reference to the AIDA model, provide two examples of digital marketing activities the brand is doing or could implement. Awareness: ; Interest: ; Desire: ; Action: .

Part Three: Create Your Social Media Strategy — Assess your firm’s social media marketing activities and recommend changes to or create a social media plan. Provide a social media strategy, list at least four key social media marketing activities and why; explain how these activities relate to SEM and SEO; provide high-level indicators of effectiveness and relate to AIDA model. List at least six social media marketing activities with one associated indicator of effectiveness and relation to AIDA. Recommend changes to your social media activities.

Part Four: Assess Your Firm’s Reputation Management — Reflect on a past service failure, whether it involved social media, and how you would address it. Complete a grid describing the service failure, recovery methods, and use of digital media. Using reputation management metrics (e.g., reviews, TripAdvisor scores, new reviews, positive/negative), assess whether effective reputation management is occurring and identify potential improvements.

Part Five: Design Your Organizational Chart and Digital Media Strategy — Review your organization’s chart and job descriptions, indicate whether you would require a digital marketing agency, share job titles and brief descriptions, and explain how digital marketing responsibilities coordinate with other functions. Propose any changes to better execute the digital marketing strategy.

Paper For Above Instructions

Part One: Determining Digital Media Needs

The McCormick Hotel serves as a practical anchor for illustrating how branding, content strategy, and technical optimization intersect. A brand name and brand promise anchor the positioning: The McCormick Hotel promises a boutique, hospitality-forward experience that blends local culture with modern comfort. The organizational marketing strategy centers on delivering consistent, customer-centric messaging across owned channels (website, blog, email) and earned/paid channels (search, social media, PR). The digital marketing strategy emphasizes earning visibility and engagement through high-quality content, search visibility, and customer conversations across social and review platforms. In the context of AIDA, two digital activities stand out: (1) a content-led awareness initiative—seasonal guides and local immersion stories that attract top-of-funnel attention; (2) a retargeting/remarketing program—for example, targeted ads and email sequences aimed at visitors who showed interest but did not convert, guiding them from desire to action (Kotler & Keller, 2016; Chaffey & Ellis-Chadwick, 2019). Awareness, Interest, Desire, and Action map to experiential content, educational value, and timely calls to book or inquire (Kotler & Keller, 2016). The approach is aligned with integrated marketing theory that stresses consistency of message and measurement across channels (Scott, 2017).

Part Three: Create Your Social Media Strategy

A social media strategy for The McCormick Hotel should prioritize authentic storytelling, responsive service, and local collaboration. Four key activities include: (1) Social listening and sentiment tracking to identify guest needs and emerging trends; (2) Content calendar featuring guest stories, local experiences, and behind-the-scenes tours; (3) Live video tours and real-time Q&A sessions to showcase spaces and amenities; (4) Proactive engagement with guests and influencers, including user-generated content campaigns and partnerships with local businesses. These activities support SEM and SEO by increasing brand signals, driving referral traffic, and generating shareable content that earns backlinks and search visibility (Chaffey & Ellis-Chadwick, 2019; Ryan, 2016). Indicators of effectiveness include engagement rate, reach, click-through rate to the website, and time-on-page for related content, all tied to AIDA stages (Awareness, Interest, Desire, Action). A second set of six activities includes: (5) content optimization for voice and mobile search; (6) guest review soliciting and response management; (7) cross-channel promotions (email, social, site banners); (8) influencer co-created content; (9) local partnership campaigns (e.g., with nearby attractions); (10) seasonal promotions with clear booking CTAs. For each activity, measurable indicators such as impressions, engagement, sentiment, referral traffic, and conversion rate connect to the AIDA model—especially Awareness and Interest, then Desire and Action (Tuten & Solomon, 2017; Pulizzi, 2012). Suggested changes emphasize a more formal content calendar, standardized response times, and quarterly audits of social ROI to ensure alignment with broader marketing goals (Kotler & Keller, 2016; Edelman, 2023). The social-media plan should remain aligned with the hotel’s reputation goals, ensuring consistency of voice across channels (Kaplan & Haenlein, 2010).

Part Four: Assess Your Firm’s Reputation Management

A service failure example could involve a late room cleaning experience that generated social chatter. Recovery would entail timely apology, transparent updates, and a goodwill offer documented across channels. A grid would describe the failure, recovery methods, and the use of digital media (e.g., Facebook updates, Twitter responses, a YouTube video detailing the remediation). Reputation management metrics—including reviews, TripAdvisor scores, total new reviews, and positive/negative sentiment—offer signals of brand health. Effective reputation management typically shows improving sentiment, increasing positive reviews, and steadier TripAdvisor scores over time, with proactive engagement shrinking negative narratives (Edelman, 2023; Resnick et al., 2000). The integrated approach links service recovery to marketing outcomes: faster recovery can preserve bookings and protect long-term trust (Kotler & Keller, 2016). Regular analysis of reviews and sentiment helps identify process improvements—operational changes, staff training, and enhanced guest communications—so the brand promise remains credible (Kotler & Keller, 2016; Scott, 2017).

Part Five: Design Your Organizational Chart and Digital Media Strategy

An effective digital marketing organization combines strategy, analytics, and execution. A typical design includes: a Digital Marketing Manager coordinating SEM/SEO, social media, content, and analytics; a Content Manager overseeing blog and site content; an SEO/SEM Specialist optimizing on-page and off-page signals; a Social Media Manager handling channels, influencer partnerships, and community management; a Analytics/Measurement Specialist tracking performance; and a Web/UX Developer ensuring site performance and conversion optimization. Cross-functional coordination should involve finance for budgeting, operations for guest lifecycle management, and public relations for messaging during brand disruption. If the firm works with a digital marketing agency, the agency should operate in a clearly defined partnership with the internal team, aligned to the same KPIs and governance. Reflecting on the organizational chart, changes might include adding a UX-focused role responsible for conversion rate optimization, formalizing a quarterly cross-department review, and establishing an integrated dashboard that ties SEM, SEO, content, and reputation metrics to financial outcomes (Kotler & Keller, 2016; Chaffey & Ellis-Chadwick, 2019).

The following references informed the theoretical framework and practical guidance used in this paper:

References

• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
• Ryan, D. (2016). Understanding Digital Marketing. Kogan Page.
• Tuten, T., & Solomon, M. (2017). Social Media Marketing. Sage.
• Scott, D. M. (2017). The New Rules of Marketing & PR. Wiley.
• Pulizzi, J. (2012). Epic Content Marketing. McGraw-Hill.
• Enge, E., Spencer, S., & Stricchiola, J. (2015). The Art of SEO. O'Reilly Media.
• Moz. (2023). The Beginner's Guide to SEO. moz.com.
• Edelman. (2023). Edelman Trust Barometer. Edelman Insights.
• Resnick, P., Zeckhauser, R., Friedman, E., & Kuwabara, K. (2000). Reputation Systems. Communications of the ACM.