Digital Marketing Plan and Strategy for Peregian Beach College

This report presents a digital marketing strategy for Peregian Beach College, an independent school facing challenges in its digital presence. The report begins with an executive summary highlighting the college's need for enhanced digital marketing to boost its brand image and increase student enrollment. It identifies key digital marketing problems and opportunities, focusing on social media, email marketing, and website design. The report outlines the target market personas, including Mark Lee, Sharon Brook, and David Chan, and develops a digital hourglass to illustrate the consumer journey. It provides recommendations for content creation, including white papers, blogs, webinars, and social media posts, as well as email marketing strategies, and the implementation of specific landing pages. An implementation plan is provided, along with a budget and methods for monitoring and evaluating the strategy's performance using social media and Google Analytics. The overall goal is to increase the college's brand awareness and competitiveness.

Running head: DIGITAL MARKETING 1
Digital Marketing
Student’s Name
Institutional Affiliation

DIGITAL MARKETING 2
Executive Summary
The Peregian Beach College is a new independent private school providing education to
preparatory years through to year 12. The college has a relatively low digital presence as
compared to its competitors, and this hinders the growth of its brand image. The present digital
marketing illustrates possible appropriate strategies that if well implemented, will contribute to
the enhancement of its digital presence and an ultimate increase in the number of students at the
college. It presents three major themes which are social media, email marketing, and website
design. By using various angles of these themes such as Facebook advertising, YouTube videos,
organic posts, email newsletters, website appearance and landing pages among others. Applying
the recommendations provided in the angles will significantly increase the institution’s brand
image in digital marketing. Upon identifying the appropriate strategies, an implementation plan
is provided to illustrate the process of putting into action the strategy. Lastly, the performance of
the strategy will be monitored and evaluated using social media and Google analytics to
determine the level of success.

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Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................5
The Personas....................................................................................................................................5
Persona One: Mark Lee................................................................................................................6
Persona Two: Sharon Brook........................................................................................................6
Persona Three: David Chan.........................................................................................................7
The Key Digital Marketing Problem and Opportunity....................................................................7
Digital Hourglass for Peregian Beach College................................................................................8
Micro and Macro Conversion Measures......................................................................................9
Micro Measures........................................................................................................................9
Macro Measures.......................................................................................................................9
Content Creation............................................................................................................................10
Themes and Angles....................................................................................................................10
White paper, E-book, Report.....................................................................................................11
Blog............................................................................................................................................11
Webinar......................................................................................................................................11
Email Marketing and Email Newsletters...................................................................................12
Informative Emails.................................................................................................................12
Loyalty Emails.......................................................................................................................13

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Infographics/ Gifographics........................................................................................................13
Social Media Content.................................................................................................................14
Facebook Posts.......................................................................................................................14
YouTube Videos.....................................................................................................................15
Specific Landing Pages..............................................................................................................16
Competitions..............................................................................................................................17
Engage: Implementation Plan........................................................................................................18
Budget............................................................................................................................................19
Monitor and Evaluate....................................................................................................................19
References......................................................................................................................................21

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Introduction
Peregian Beach College is an independent school situated in Sunshine Coast. The school
provides education and outdoor activities for children from their preparatory years to year 12.
The school accredits its success to the hard work of its staff, the institution´s innovativeness and
effective management of the leadership (Peregian Beach College, 2018).
Having been in existence for only a short period, the college has not fully adopted digital
marketing as a way of promoting its product brands. The website is still young and does not
provide detailed information regarding the institution´s products and services. The business
primarily uses Facebook advertising to promote its brand while also promoting a visit to the
website through the use of Google Adwords (Moreno-Ger et al., 2009). The college needs to
have an effective strategy that counters its competitors and giving them a competitive edge in the
market. This paper thus identifies the key digital marketing problem and developing the
opportunity to increase their social media presence advertising then to raise brand awareness.
The Personas
The target market for Peregian Beach College includes a broad scope of individuals that
consists of students and family persons who shared a common interest in prioritizing the
education of children. The digital marketing strategy focusses on three particular personas like
Mark Lee, Sharon Brook, and David Chan. Both Mark Lee and Sharon Brook takes an active
role in making their own purchase decisions while David Chan, is a consumer of purchase
decisions.

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Persona One: Mark Lee
Persona Two: Sharon Brook

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Persona Three: David Chan
The Key Digital Marketing Problem and Opportunity
The situation analysis of Peregian Beach College reveals various challenges that the
organization is facing in their process of adopting digital marketing to promote its product brand
and achieve its organizational objectives. The primary digital marketing problem that Peregian
Beach College is currently experiencing is the slow response of its digital marketing strategy in
social media platforms (GmbH, 2018; Howell, 2011). The organization’s website is only three
months old, and its Facebook page is not fully developed; therefore, it attracts limited traffic
making it quite difficult to determine the effectiveness of its digital marketing strategy
(Narodowski & Moschetti, 2015; Australia private schools market, 2014)
Based on the SWOT analysis of the college, the business has two major opportunities
which can enhance its digital marketing and an ultimate increase in student number. These are

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having the potential to strategically positioning itself as a natural college that promotes an eco-
friendly learning environment.
Digital Hourglass for Peregian Beach College
The experiences of the first persona are used to develop the digital hourglass for the
organization to help understand the consumer’s essential points in purchase decisions.
Hourglass Steps Objectives
Sizzle Awareness Mark will use his mobile device to enter the hourglass
through the organization’s social media platforms which are
the Facebook and Instagram.
Objective: promoting college’s brand by growing traffic
through likes and videos.
Speak Exploration By being active in the social media platforms, the college
will be able to reach him through messaging or comments
on the videos or posts from which he will direct them to
college website.
Objective: to increase number of visitors to the college
website
Serve Consideration Creating email sing-ups at the website for monthly

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newsletters to engage the customers on college’s activities.
(Volpe, 2018).
Objective: enhance consumer engagement by more than
50% within a period of one year.
Sell Experience
Conversion
By following the frequent updates provided and having free
access to college content, Mark will purchase college’s
products by considering admitting his child to the school.
Objective: increase the number of student admission by
30% in 2019.
Save Loyalty
Advocacy
To retain Mark, he will get the benefit of being in the
college committee that provides intervention programs for
students having difficulty in meeting academic goals
(Chaffey & Ellis-Chadwick, 2012).
Objective: expand student number and social media user
subscriptions.
Micro and Macro Conversion Measures
Micro Measures
 Increase the number of traffic and visitors to the college website alongside the time spent
per visit.
 Increase the amount of college content shared online through videos and free
downloadable contents.
 Improve the number of entertaining materials that engage customers on the platforms.
Macro Measures
 College admission requests on the social media platforms.
 Customers retained through monthly newsletter reminders and reviews.

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 Increase in the number of customers as a result of referrals from loyal consumers and
word of mouth advocacy.
Content Creation
Content creation forms the core of digital marketing as it provides the vital information
that Peregian Beach College should include on the website and social media promotions to
attract sufficient traffic that forms part of the target market. It further illustrates the process
through the institution will keep the data updated following the prevailing customer and market
demands (Ryan, 2016). The current status of Peregian Beach College’s sites lacks sufficient
content that can increase its student number thereby creating the need to build its information
background to meet its objective.
Themes and Angles
Themes Angles
Sufficient Service Information  Providing detailed information on
college brands
 Providing information regarding
college prices
 Detailed contact information of the
staff
 Procedure guide of subscribing to the
college
Consumer Engagement  Interactive competitions
 Interesting social media posts
 Detailed videos and webinars
illustrating institution’s content
 Interactive company blogs
 Search engine tools that are user
friendly
Informative Education Content  Different consumer products offered at
the college
 Keeping consumers informed of all
events at the college

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 Providing periodical newsletters to
consumers
 Conducting consumer analytics to
determine their content needs
 Discussing institution’s corporate social
responsibility
White paper, E-book, Report
It its activities, Peregian Beach College promote environmental conservation to enhance
sustainability and create a comfortable natural learning environment for the children. The report
of this marketing strategy will therefore illustrate the steps that the college is undertaking to
conserve the environment and ensure safety of the children. It will further provide the ethical
considerations and practices that are necessary to enhance sustainability and these will be
published on company website and emailed to existing parents annually. The college will also
hold annual conferences to engage the society in its corporate social responsibility practices.
Blog
Considering its resent status, the college only depends on Facebook posts which attract
only a small traffic. To have a significant impact and wide coverage, the organization will create
blogs that will be distributed on its social media platforms to increase customer engagement and
traffic flow on its website. Since the college promotes the natural learning environment, the
blogs will include organic contents to uphold its mission thereby boosting its search engine
optimization (SEO). These blogs will be refreshed and updated every time the institution creates
new products or have new events.
Webinar
The webinars will take the form of promotion videos and the content will include college
events and the activities that the children are engaged in to act as a reminder to the parents and

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potential customers of the progress of the school. The college staff will also create webinars on
their education content that they teach the students to create awareness to potential customers of
their products. These webinars will be published on the website and YouTube.
Email Marketing and Email Newsletters
Peregian Beach College uses email as a means of communication with parents that are
already with the college. The uses of Email are to contact the parents, keep the parents updated
and sometimes use for inviting parents to particular college events (Kannan & Li, 2017). By
expanding its website, the organization can use email marketing to create awareness to potential
customers who subscribe through their website.
Email newsletters are an integral ingredient for digital marketing as it allows businesses
to maintain close contact with its existing customers, prospective clients, and influencers at
relatively low cost (De Vries, Gensler & Leeflang, 2012). In designing the newsletters, the
college will ensure that the information is focused on its primary objective of educating and
building its brand image. To enable subscriptions, the college will market the newsletter on its
website, Facebook page, and Instagram and they will be produced on a monthly basis for
consistency. Examples of email newsletters will include;
Informative Emails
The college will use informative emails to inform the already existing parents about the
progress of their children in school, college activities, events and general progress of the
institution in achieving its objective and corporate social responsibility (Tuten & Solomon,
2017). The information will be detailed and will cover the general overview of the college taking
into account all the departments. They will be produced annually.