VISIONTo make transfers of small amounts of money simple, quick, and affordable (only pennies per transaction!).TARGET AUDIENCEUsers of this service will be mostly students traveling or living abroad, and their parents. These days, the tech savvy student will have no problem ensuring their account is synced to their cell phones. All aparent has to do is text a dollar amount to one number, and then approve the transaction.GOALSimplifying the transfer process is paramount to ensuring the service’s popularity. Using the same technology as is used to make a donation, the fee is actually included in the phone bill instead of having to get approval for a withdrawal from the bank. SushiWire signals the account the same way PayPal does, only faster because it uses text for “instant” availability.Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019Page 6
T-1.8.1_v3TABLE OF CONTENTSPAGES12.Executive Summary 13. Introduction14.Situational AnalysisSWOT AnalysisIssues Identified15.The e-Marketing ScheduleGantt Chart or Timeline for the e-Marketing Plan16.The e-Marketing Strategies & Action Planproduct strategiesprice strategiespromotion strategiesdistribution strategies17.Costing and Budget 18.Technical Issueswebsite content & searchabilityCustomer registration & logging security (for customers and staff)Coupon codes, rewards for old clients, discountsmultimediaautorespondersorder forms and feedback formsaccess levels to online resourcescredit card transactionswebsite hostingwebsite publishingtechnical staff (size, requirements)19.Monitoring Strategy20.e-Marketing Evaluation methods21.Sources & References22. Appendix 23.Links to templates & resourcesMarketing, Assessment No.1 V1.1 Last updated on 11/06/2019Page 7
T-1.8.1_v3INTRODUCTIONYour introduction should include: 1.Initial consultation with stakeholders (in this case it may be your trainer and assessor who will act as the senior manager and your direct supervisor)2.Mission, Vision and objectives of the organisation in regard to the product or service oThe objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:oWhat the ‘Return on investment’ will be? This may include increased customer spend,greater brand awareness, an increase in visits and online registrations, etc. How you quantify and measure the success of your plan will depend on your business and marketing objectives. This will differ from business to business.oDefine objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.oMake sure that your objectives reflect exactly what you will be measured on (KPI’s).3.Summary of strategies and tactics to be used - Once your objectives have been defined, you need to provide a top level summary of your Strategy – outlining how you are going to use digital marketing to meet them. The strategy should summarise the ‘bigger picture’ without yetgoing into the detail. It should explain the concept behind the tactics, providing a general overview of the techniques to be used.