Digital Marketing Plan Report: Enterprise Hive Promotional Videos

This report presents a digital marketing plan developed for Enterprise Hive, a consultancy that supports students and graduates in starting their own businesses. The assignment focuses on creating a creative brief for an external agency to produce a series of short promotional videos for social media platforms. The report includes a project overview, objectives, target audience analysis (University College Birmingham students), and the desired mode of address for the videos. It details the deliverables, including the number of videos, video format (AVI), and social media platforms (Facebook, Instagram, Twitter, YouTube, Canvas, UCB portal, and UCB website). A comprehensive schedule outlining the project's timeline, milestones, and budget allocation is provided, alongside a conclusion summarizing the project's key components and benefits. The report also references the brand mission and story of Enterprise Hive and includes a bibliography of relevant sources. The goal is to increase brand awareness and attract more students to Enterprise Hive's services through engaging video content.

Running head: DIGITAL MARKETING PLANNING
Digital Marketing Planning
Name of the Student
Name of the University
Author Note

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DIGITAL MARKETING PLANNING
Table of Contents
Project overview..............................................................................................................................2
Objectives........................................................................................................................................2
Target audience................................................................................................................................3
Mode of address...............................................................................................................................3
Deliverables.....................................................................................................................................4
Schedule...........................................................................................................................................4
Budget..............................................................................................................................................6
Conclusion.......................................................................................................................................9
Bibliography..................................................................................................................................10

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Project overview
The aim of the project is to develop a creative brief for Enterprise Hive for the purpose of
producing a series of short promotional videos. The firm focuses on offering workshops,
mentoring, consultancies and networking towards the collaborative partners. The objective is to
offer support towards the students with the passion of starting new business. These videos will be
developed and will be shared over social media platform so that they can get more attention from
the students. As a digital marketing consultant it is important to analyze the business aspects
efficiently so that it can provide better benefits towards the organization. With the help of this
brief it will become easy to understand the importance of promotional videos. The objective is to
reach maximum number of customers with the help short promotional videos.
Objectives
Promotional videos are designed for the purpose of reaching out towards the customers. It
has been observed that with the growing technologies, the interest of customers has also got
influenced. Every individual tends to spend their maximum time on social media. Thus it can be
stated that with the use of short promotional videos across the social media platform, it will
become easy to attract more customer. With the use of this project, it is expected that the
customer base and brand awareness will increase in the market. For the purpose of producing the
videos there are certain helps that will be needed from the agency. It is thus important for the
agency to understand the need of the client.

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Target audience
Business Enterprise at University College Birmingham, Joseph Margetts students is the
main targeted audience for the digital planning. The audiences for the videos are the students that
will access social media for their daily activities. With the use of these promotional videos, the
interested students will be able to get an idea about starting up their own business. The
promotional videos are shot entirely for the students and by the students. This will help in
gaining better place in the market. Through the promotional videos it will become easy to share
the message and the objective of assisting the students and graduates of the university to start
their own business will be fulfilled. This will help in understanding the concepts and beliefs that
are associated with the company. Hence it can be stated that with the use of these process, it will
become easy to manage the overall performance of the organization.
Mode of address
The promotional videos will be a mode for attracting the students so that they can start
their own business with innovative ideas. It is important to focus on the company briefs in the
promotional video so that it becomes easy to get interested customers. It is important to design a
proper promotional video that will be capable of explaining the main content. The content needs
to be formal with interesting graphics and background music. It will be compact and will end
within 50 seconds. Within this time period, all the contents will be delivered towards the
viewers. It is expected that with the help of proper innovative ideas and strong contents it will
become easy to attract the customer’s views. The Font for the contents should be the century
gothic with all the heading sizes from 18 to 20 bold. The text sizes will be around 10 of same
font.

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Deliverables
The objective of the project is to provide proper awareness among the students and
graduates about the new start-up context with the help of short promotional videos. For the
purpose of doing so there are certain criteria that are needed to be followed strictly. The video
will be designed for short time period. There will be different parts of the video and will be
designed on the basis of contents. There will be around 12 short promotional videos that will be
designed on the basis of the selected platform. The targeted social media platforms are Facebook,
Instagram, twitter and Youtube, Canvas, UCB portal and in UCB website.
This will help in attracting the customers more efficiently. Beside this the estimated
length for the videos will be around 50 seconds. The video format that is selected for the video is
AVI format. Every video will be designed with proper logo so that it becomes easy to create
brand awareness among the students. After complete designing of the videos, it is important to
share the contents via mail. It is important to ensure that all the files are properly compressed
before sharing so that it does not cause any kind of data loss.
Schedule
The below chart is used for representing the timescale within which the project will be
executed. It is important to follow the important dates that are marked as milestone within the
schedule. Apart from this the deadline is also mentioned within the schedule. Kindly follow the
deadline for providing better service without any delays. It is highly expected that the designed
videos will meet the company standards and will be able to meet the target. The estimate time is
around 92 days.

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Task Name Duration Start Finish

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Short promotional video project 92 days 4/13/2020 8/18/2020
Initiation 16 days 4/13/2020 5/4/2020
Identifying the goal 4 days 4/13/2020 4/16/2020
Developing the brief 5 days 4/17/2020 4/23/2020
Sharing essential data 7 days 4/24/2020 5/4/2020
Milestone 1: Approval 0 days 5/4/2020 5/4/2020
Planning 18 days 5/5/2020 5/28/2020
Identifying requirements 4 days 5/5/2020 5/8/2020
Focusing on goals 5 days 5/11/2020 5/15/2020
identifying targeted social media 3 days 5/18/2020 5/20/2020
deciding time span 3 days 5/21/2020 5/25/2020
selecting video format 3 days 5/26/2020 5/28/2020
Milestone 2: review 0 days 5/28/2020 5/28/2020
execution 38 days 5/29/2020 7/21/2020
Selecting direction 2 days 5/29/2020 6/1/2020
Setting tone 6 days 6/2/2020 6/9/2020
managing contents 8 days 6/10/2020 6/19/2020
graphics and audio 4 days 6/22/2020 6/25/2020

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implementation
duration fixing 5 days 6/26/2020 7/2/2020
select video style 5 days 7/3/2020 7/9/2020
Outline the idea 4 days 7/10/2020 7/15/2020
prepare script 4 days 7/16/2020 7/21/2020
Milestone 3: Storyboard 0 days 7/21/2020 7/21/2020
monitoring and control 16 days 7/22/2020 8/12/2020
testing and analysis 5 days 7/22/2020 7/28/2020
Identifying errors 5 days 7/29/2020 8/4/2020
Fixing errors 6 days 8/5/2020 8/12/2020
Milestone 4: Video presentation 0 days 8/12/2020 8/12/2020
closure 4 days 8/13/2020 8/18/2020
Sign off 2 days 8/13/2020 8/14/2020
handover 2 days 8/17/2020 8/18/2020
Budget
The below table is designed for the purpose of understanding the overall budget that will
needed for developing the project successfully. It is estimated that with the use of proper

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resources and other constraints around £57,040.00 will be needed for successful implementation
of the project.
Task Name Cost
Short promotional video project £57,040.00
Initiation £3,440.00
Identifying the goal £960.00
Developing the brief £800.00
Sharing essential data £1,680.00
Milestone 1: Approval £0.00
Planning £4,720.00
Identifying requirements £960.00
Focusing on goals £1,600.00
identifying targeted social media £720.00
deciding time span £720.00
selecting video format £720.00
Milestone 2: review £0.00
execution £32,560.00
Selecting direction £800.00

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Setting tone £2,400.00
managing contents £1,920.00
graphics and audio implementation £21,600.00
duration fixing £1,600.00
select video style £2,000.00
Outline the idea £960.00
prepare script £1,280.00
Milestone 3: Storyboard £0.00
monitoring and control £14,720.00
testing and analysis £11,600.00
Identifying errors £1,200.00
Fixing errors £1,920.00
Milestone 4: Video presentation £0.00
closure £1,600.00
Sign off £1,280.00
handover £320.00

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Conclusion
Therefore after evaluating the project components, it can be stated that in order to
successfully manage the digital campaign for the students it is important to design the project
efficiently. The project has been designed with all the necessary assumptions and constraints.
Thus it can be concluded that proper implementation will provide better benefits towards the
consultancy.

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Bibliography
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Clark, M. and Melancon, J., 2013. The influence of social media investment on relational
outcomes: A relationship marketing perspective. International Journal of Marketing
Studies, 5(4), p.132.
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions and
marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Kerzner, H., 2017. Project management: a systems approach to planning, scheduling, and
controlling. John Wiley & Sons.
Meredith, J.R., Mantel Jr, S.J. and Shafer, S.M., 2017. Project management: a managerial
approach. John Wiley & Sons.