Creating a digital marketing plan is important as it makes your business stand out from your competitors. Identifying which digital strategy will work best for your business based on your goals constitutes the basis of a digital marketing plan.
Client: The Hibernian Funeral
Context
I created a 12-month marketing strategy for the Hibernian company as part of my Master’s degree in digital marketing. The client required an ambitious plan to maximise impact on a tight budget.
Hibernian Funeral is a new social enterprise that will launch in the summer of 2021. It aimed to disrupt the traditional funeral director’s industry but focused on providing information to consumers rather than profits.
The issue
The Hibernian funeral had a sole proprietor operating all marketing activities. Therefore, the challenge was to create a full digital marketing-focused strategy that considered this.
The solution
- This project analysed the current competitive environment of after-life care for providers to
locate the opportunities for Hibernian Funerals to grow. - Using digital marketing channels, such as the website, content marketing, paid advertising, and email, to achieve business objectives was central to realising a digital marketing plan. Using theory and best practices for each channel was essential to helping the client get started.
- Throughout the plan’s initial stage, I analysed the industry competitor’s activity for each channel, which helped me develop benchmark figures and best practices for the industry. Doing so gives Hibernian Funerals metrics to compare themselves to competitors.
Budget recommendation
- We detailed that the total cost of the digital marketing plan will be between €2,500 and
€3,000. - This was due to the assistance of grants and volunteers to help the business grow.