MK 130: MARKETING AND SALES ECOSYSTEM MANAGEMENT

Extra Credit

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EMAIL MARKETING CAMPAIGN

Project Description:

As we’ve learned in class, email marketing is used by over 70% of B2C companies. Estimates have shown that email marketing generates up to $125 Billion in revenue every year.

For this extra-credit assignment, imagine you are the email marketing director for a niche B2C brand. (Remember that a niche product is made and marketed for use in a small and specialized segment, but remains profitable.)

To receive full credit, you must complete all 3 parts. Keep in mind, partial credit will be given for any work that is turned in.

Part 1 – Choose a “niche” product that is currently actively engaged in the marketplace.

a) List and describe the unique selling point(s) of your product. What makes the product special and why is it resonating with the target market?

b) Describe the target market using key demographic and psychographic components.

Part 2 – Create 5 Marketing S.M.A.R.T. goals that can be achieved by an email campaign for your product. Using secondary research, determine three possible strategies to increase your product’s email contact list. Finally, discuss 5 KPI’s that will measure the success of your campaign and explain why each metric is relevant.

Part 3- Using any graphic design program (i.e. Photoshop, Canva, Illustrator, etc.) create an email blast that will highlight product’s USP’s, resonate with the primary target market and achieve stated marketing goals and objectives.

Submit your extra-credit assignment in the Extra Credit folder in Moodle.

FOR INSTRUCTOR USE ONLY

Grading Rubric

Grading accepts a start value of 100. Points will be deducted for failure to fully complete or meet the stated requirements. Grading: 90-100 = Represents work of superior quality (A); 80-89 = Represents work of good to very good quality (B); 70-79 = Represents adequate command of class content (C); 69 and below = Represents work that shows a need for development or improvement (F); 0 = Represents plagiarized work (F).

MK130: Extra Credit

Student:

Instructor:

Date:

Extra Credit

Description of requirements

Possible Points

Your Points

1. Choose a niche product actively engaged in the marketplace and list and describe the unique selling point(s) of your product.

15

2. Described the target market using key demographic and psychographic components.

15

3. Created 5 Marketing S.M.A.R.T. goals that can be achieved by an email campaign for your product.

10

4. Discussed 5 KPI’s that will measure the success of your campaign and explain why each metric is relevant.

20

5. Created an email blast that will highlight product’s USP’s, resonate with the primary target market and achieve stated marketing goals and objectives.

40

TOTAL

100

YOUR SCORE: ________

Instructor Comments: