Portfolio - 6

Module:
Digital Marketing

Assessment Session: April 2016 CIM Membership # 38461708

DIGITAL PORTFOLIO DECLARATION FRONT SHEET

CIM Membership Number: 38461708
Module Title: Digital Marketing
Level: 4
Accredited Study Centre: Bristol
Candidate Declaration:

I confirm that I have applied, to all tasks, the CIM policies relating to (please tick
relevant boxes to confirm):

Word/page count
Plagiarism
Collusion

This portfolio of work is the result of my own independent work/investigation except
where otherwise stated. All other sources are referenced and a bibliography is
appended.

The work submitted has not been previously accepted in substance for any other
award and has been submitted in accordance with the set template requirements. I
further confirm that I have not shared my work with other candidates.

Tick to confirm

I hereby give consent for this portfolio of work, if accepted, to be used by CIM for
the dissemination of best practice and, or, other appropriate purposes, on the
understanding that the assignment/project is anonymised.

Tick here to opt out

Module: Digital Marketing


Candidate check list

Format and Presentation

Have you included the module title, assessment session and your CIM
membership number in the header of each page?

Has the word/page count for each task been adhered to?

Have you spell checked your work and carried out a final proof read?

Have tables/diagrams/images been made context-specific and numbered/labelled
accordingly?

Has Harvard Referencing been followed and used as required?

Are all appendices clearly labelled and relevant to the assessment requirement?

Has a bibliography been included (where required)?

Are page numbers correct and tasks clearly identified?

Have you carried out final formatting checks ie page numbering, page breaks,

labelling of tasks, numbering/labelling of tables / appendices etc



INDEX

Task 2________________________________________________1
Task 3________________________________________________3
Task 4________________________________________________7
Task 5________________________________________________9
Task 6________________________________________________15



Task 2

Customer as source of Power:
Crowdsourcing and power of customer review
How Crowdsourcing and Reviews Management can improve the digital marketing strategy of a brand
Customer loyalty has long been recognised as an important feature in business success. In my
experience, PADI, the Professional Association of Scuba Diver Instructors provides an
excellent example of this.

Its great to be a member of a company like PADI; each
day poses new challenges for me. One important
question I want to explore is how can we create an
efficient digital community for PADI?

PADI has offices in over 200 countries, each having its
own cultures, languages and socio-political differences.
How can we bring all these people together?

PADI Members represents a big source of data and a
pretty large group of individuals (Image 1 ,data comes
from www.padi.com/statistics). What tools can we use
to create an international community within PADI? Image 1: Infographic produced by the
candiate based on public statistics from
PADI.com
1. Crowdsourcing

Based on this structure, a good choice would be implement a
survey voucher system, offer a deal in exchange of information.
With this, there is the possibility to:

a) attract new individual to the digital community and get them
involved;
b) to build a big database and obtain specific data.

Image 2: Infographic from

PadiProsOceania.com
1



Task 2

Hundreds of surveys have been made based on different marketing personas in order to build
infographic. Is possible to find even surveys made especially for pregnant woman. This
represent an efficient way of Crowdsourcing.
It can bring improvement to target sales and offers, optimization of the form of
communication chosen and level of engagement.

2. Power of Customer Reviews

Customer reviews are everywhere and so are fundamental to maintaining our brand
consistency and online reputation. The main challenge here would be regularly monitoring
them and rapidly using them to adapt to market changes. Also, making them available in
different languages poses further challenges.

Image 3: Particular from PADI EMEA Official Facebook Page;
different
languages reviews under the same content

In order to do this a multilingual resource needs to be provided. Good technic is asking people
involved in the Social Media community to give their opinion, get ahead instead of react
later (David Meerman Scott, The New Rules of PR and Marketing, 5th edition). Reviews can
be posted in a specific section and displayed to the public. They could be posted through
single retailers in order to build their online reputation for us whilst providing effective
advertising for themselves. All customers whether professional members or one-off divers
can help contribute and post their comments on their impression of the service, their trip,
their holiday, their "Customer Journey".

2



Task 3

Analysis of a Digital Marketing Mix from an Engineering
company Using the RACE- model: the Brand.

CH2M is a leading Civil Engineer company which focus on projects environmentally friendly.
Sustainability is one of the key-point in their mission.

PLAN
The design of the website is different, full of colour, informal and easy to visit. All of this is
clearly made looking after the marketing personas that will go throughout it. It is agile and
mobile friendly. Follow the segmentation of the potential marketing personas, contents,
interactive functions and look are targeted optimally.

REACH
1) Social Media

This is the main section of the Contact Us page and is linked to many Social Media sites.

There are several Twitter and Facebook profile, focusing on the possible marketing personas.
- graduate
- professionals
- companies

The company digital strategy is mainly based on the immediate response on feed and tweet
on the go (Twitter), while there isnt Facebook for university jobs and jobs feed. In minor part
also Instagram and Youtube. Furthermore, they highlighted the recognition of LinkedIns 2015
top 50 most inDemand employers.
3



Task 3

2) Mailing List

Another important strategy used is a mailing list. It is interesting to see how in this section
there is a division between the CH2Alum as a current employer and the CH2Talent
Network i.e. people looking for job opportunities. This demonstrates a structured strategy
focus on different segments of the marketing landscape.

ACT
Whether you are a professional, a client or a graduate looking for a Job, you feel integrated
into the company whilst visiting their website.

Their press and digital strategy joined together in every step, showing excellent content
management:

1. Everything is clear, simple and correlated with images and animations. Contents are
dynamic and at the same time not heavy, mobile friendly and interactive.
2. Main Pillars like Ethics, Safety, and Sustainability are frequently highlighted during the
Customer journey.
3. The section on the History Key facts of the company is really simple and interactive; it
expresses transparency to catch on and add consistency to the brand.

Possible Improvement: The website, contents and press are overall effective. In the Social
Media section there is a good level of engagement and segmentation. However there is no
actual blog which could improve the co-creation of contents, ideas, discussions and the
level of interactivity.

CONVERT
1) Storytelling Power

There is one important tool used to promote the product or service guide the clients
through the process of engagement to turn them into potential applicants: Storytelling
Power.
4



Task 3

From Who we are to Newsroom, through
our people and Careers, observing the
different projects, or even on the LinkedIn page,
you can go through Curriculum, interviews,
descriptions, pictures and mottoes that
communicate a sense of ownership of the
company itself. Good use of this technic in the
section employees life. From the student, to
the professional, to the executive and leadership,
is possible to feel the company.

2) Contextual Relevance

Due to smart segmentation every marketing persona has its own personal style of content.

This part of the website has a young, funky style with bright colours and interesting graphics.
The information provided is designed to appeal to the attention of young professionals,
graduates and creative people who are open-minded and who want develop new ideas.

The investor section contains a very different style which appears serious and professional.
This reflects the fact that clients demand a high quality service and this style reflects that. This
also helps to give the brand consistency. It is rich in contents, you can subscribe for further
information, there is a dedicated Customer Support team and plenty of media, interviews,
last minute pdf documents to download.

Possible Improvement: The opportunity to subscribe and share are maximized, although
sometimes not easy to find the right link to the right function.

5



Task 3

ENGAGE

Good level of engagement on Social Media and frequent posts. The section of people stories
has personal comments from employers. Good interactivity in order to access the stories

Possible improvement: Is not possible to find a blog where potential clients and graduate
interested, or even workers could get engaged.

All pictures are taken from www.ch2m.com
6



Task 4

Competitor Analysis

SSI its one of our competitor in the market. Its becoming popular especially in country where
the economical crisis has been harder, as the prices offered for professional and recreational
courses are way cheaper than ours.

1. Website and contents
MySSI Community
Digital Products
Light Graphics and

attractive images

Their website is agile and composed of light graphics which are mobile friendly. The structural
layout is simple and efficient. The website displays presentations of the different products
available with high resolution images of beautiful beaches and athletic people. Products and
services are divided between the three main segmentations of the marketplace: Recreational
Divers, Professional Divers and Dive centres. In any sections, contents can be found under
different media version, especially high quality videos and attractive images.
Of note, the website has also been translated into several different languages.

7



Task 4

2. MySSI Community

In the MySSI section a customer can easily create an
account and access all of their personal details, subscribed
courses, certifications, pictures and general profile. Once
subscribed, they are asked to affiliate with a local dive
centre and tempted with several free trials on the courses.
The dive centre can easily track the customer and contact
them. This represent an efficient strategy to get people on
board, as it mixes the relations between digital and real
environment, turning the experience more human. It also
gives the customer the possibility to contact his mentor
directly by e-mail without being forced to pass through
different learning platforms.

With the subscription the customer is reachable from the
mailing list; he can receive news from SSI Events and new
deals, and thanks to the new product he gets for free he is
pushed to get involved in Scuba Diving.

My SSI is the equivalent of our Scuba Earth, with few extras:

- You can enter the community in a simple way;
- you dont need to change platform; you stay on the website;

One negative aspect is that the interface doesnt recall a social platform like Facebook: even
if it has almost the same functions and is simpler to use, the different layout results less
powerfull.

3. New Product

the advertisement of new products is part of the communication mix, and demonstrates the
company is innovative and dynamic. Apart from the advertised products the main focus
seems to be directed on the free diver course. It has its own section in the main menu of the
website. There is also a video teaser, further advertising, PDF press material and stunning
artistic graphics adding further support to this course

8



Task 4

4. Social Media

The social media channels typically used are Youtube, Instagram and Facebook.
Scrolling through the Facebook Page it is possible to see several links to Instagram pictures of
dive centres, dive experiences and smiling people on sunny beaches. Also events are
advertised. It is also possible to see several selfie competitions.

It is also easy to compare the
differences between followers of
SSI to PADI. Also looking on a few
comments, it can be seen that the
level of engagement for the SSI
facebook is not particularly high.
The call to action button result
curious, but at the same time the
link is not working properly and an
error message comes out.

There seems to be anyway a mid level of engagement and the post are responded in time.
Posts show likes and status share.
9



Task 4

It seems that the YouTube channel is the preferred website used by the company to create
engagement through video contents. All the videos are to professional standards and use a
youthful style to communicate effectively. There are also tutorials on Digital products and the
SSI app. All the video material provided is translated into different languages that the
marketing community use.

5.Overall

- Minus
There is a lack of links to social media and the mailing list. There is no blog or other press
strategy to enhance the SEO (in fact, searching SSI in Google the first result is about a steel
manufacturer). The only press content that can be found in the website are about special
certification and a few events. It appears that they dont invest as much into this kind of
marketing. A way to improve this would be to implement new functions into the community
page of mySSI that recall mailing list, blog, social media channel and press contents.

- Plus
The system is simple to use and the multimedia elements are appealing. The MySSI
community is easy to access and has a user friendly interface. Also, once you register with a
dive centre they can contact you straight away. There are free trailer videos of the courses
available in the community. This gives the business more of a human dimension. The video
content and photos on Instagram look very good.

Pictures from:
www.divessi.com
https://www.facebook.com/divessi/?fref=ts
DiveSSI App

10



Task 5

DIGITAL MARKETING PLAN

Through the use of the SOSTAC method is possible to give the Digital Marketing Plan a
consistent and structured development.

1) S Situation Analysis

Internal Environment

PADI has worked hard in the past few
years to grow its brand consistency
and recognition amongst the Scuba
Diving Industry. Even if the
competition is getting tougher, PADI
remains at the forefront in this niche
market. Image 1 demonstrates some
interesting results that the PADI
brand became to be recognized more
and more as the official acronyms for
the Professional Association of Scuba Image 1: results of the brand PADI against the full name
Diving Instructor. I think this is one of Professional Association of Scuba Divers.
the main reasons for PADIs success. From Google trends

1. Growth of the Recreational Scuba Divers.
PADI as brand is recognized from most of recreational scuba divers as the one and only
association for diving.
2. Agility for online search (the acronym is easier to find than the full name).
Through a strong SEO strategy, the PADI brand acquired increased visibility in the past
years.

At the moment the main structure of our company depends on the Sales and Customer
Relation department developed by individual geographical areas. These areas help
collaborate activity with a growing marketing department involved in communications
and development of contents.

The target marketplace evolved with the time and at the moment can be divided in
PADI students
PADI new Professional (less than 10 years)
PADI old professional (more than 10 years)
PADI examiners and CD

11



Task 5

The geographic coverage of the company includes more than 200 different countries. The
Scuba diving consumer has evolved and the market has become increasingly complex.
The average age of the consumer is now younger (approximately 29 years) and seems to
be decreasing each year. The digital technologies are becoming dominant with the
consumer having less time to travel around and often deciding whilst on-the-go.

External Environment
Our main competitor is SSI. Even though they are smaller they do have some strengths
against us. Especially their digital system, which is more agile, lighter and more user
friendly. It also allows for changes that can be implemented more quickly.

What they do well:
- System much more flexible (mySSI)
- Free trial on new products
- More personal and good contact with members

What we do better:
- Powerful Social Media Strategy
- Strong investment in Marketing Services and Communication
- Strong Brand Consistency

What we can do better:
- Improve communication with the different customers
- Offer free trial or voucher to increase revenues
- Developing new user and mobile friendly products

Is possible to resume the results of this quick overview in a SWOT chart

Strenght Weakness
- Mobile Technology and
- Brand Consistency compatibility
- Social Media Strategy
- Marketing Services

Opportunities Threat

- Free trial and Voucher - Geographically extend /
- Attract through new products different culture and tech
- Improve communication level

- Competition more Agile

Image 2: SWOT analysis chart

12



Task 5

2) O Objectives

1) Increase by 15% the average amount of recreational divers that go into the continuous
education path after their first experience within the next 2 years.

2) Improve e-customer experience in order to increase the customer satisfaction of an
equivalent 1 point ACSI1 for 2018.

3) S Strategy

In order to improve the customer experience, the strategy would be to integrate product
development, customer service and customer engagement through surveys. This mix will:

- Encourage more people to get involved;
- Facilitate collecting feedback;
- Create a better digital experience;

It will be possible to build a CRM & D/Base that can be managed by the Marketing analyst in
order to target and segment the market, so being able to focus on the continuous education.

The Strategy follow the SIT process:
SIT

Sequence:
- Trust: Develop an effective content plan
- Try: Special offer, trial and voucher
- Buy: Break the barrier of conversion through Loyalty and bring the students on board
of the continuous education
Integration: D/Base of divers that used the offers
Targeting-Segmentation: optimize campaigns, communications and conversion rate.

Image 3: Paul Smith, Paul Russell Smith, Chris Berry, Alan Pulford, Strategic Marketing Communications: New
Ways to Build and Integrate communications

1
A 1-point increase in the ACSI generates an additional growth in cash flow and decrease
in cash flow variability Gruca and Rego (2005), Marketing and Firm Value: Metrics,
Methods, Findings and Future decision
13



Task 5

4) T Tactics / A Action

In details, everything is represented in the Gantt chart in the following page. First of all there
is a revision of the requirements we got in house. We need a specific team to create the
Content Plan for survey/engagement/advertising. Deadline for this phase is April 2016.

The idea is to create a cyclical process which repeats every quarter. Initially after the Easter
holiday and then for the beginning of summer. Surveys and vouchers will be sent to target
the market. Specific communications will be created for any single student level helping to
promote continuous education and advertise popular diving locations. The voucher and free
trial strategy will require some funding costs; these are granted from us through refunds,
discount and free renewal. A session on complaint handling has been set after every quarter
in cooperation with the Customer Relation Department. The Budget organisation for every
activity comes with the Gantt chart.
From November until February Year 1/2 has been planned a review of Response rate, Content
and budget available. A decision making session is required in February 2016; it will helps
review the main targets and assess outcomes for the first year.
The majority of the budget will focus on the development and improvement of the website
and associated products in order achieve Objective 1. After this has been done, the circle
strategy is repeated and the results can then be compared at the end of year 2, focusing on
the percentage increments on sales revenues, index growth in cash flow, ACSI and Response
rate, number of divers.

The Marketing team in this specific strategy will have two main responsibilities.

1. Create Contents
2. Analyse outcomes and KPI

For the product development phase needed to reach Objective n.2, feedback from surveys
and reviews will be organized in infographics and presentations. Also, a unique mobile
friendly platform to control all the single function of the digital communication mix will be
implemented in this phase. All this cost will be external.

All the details are highlighted in the following graphics for the Budget allocation and the Gantt
chart (Own creation)

14



Task 5

15



Task 5

5) C Control

1) Increase 15% average the amount of recreational divers that go into the continuous
education path after the first experience.

- Voucher response rate
- Voucher conversion rate
- Sales growth
- Number of student certified

2) Improve e-customer experience in order to increase the customer satisfaction of an
equivalent 1 point ACSI for 2018.

- Survey response rate
- Number of complains
- Sales Growth
- Cash flow rate
- Cash flow variability

This control KPIs give us the possibility to monitor the campaign performance and adapt in
case it does not work properly. In the following scheme are shown the direct element connect
with each KPI; they will be modified in relations to the results.

Voucher Response Rate Target Audience
Survey Response Rate

Voucher Conversion Rate Content Management

Number of Complaints Customer Service

Cash Flow Rate
Cash Flow Variability Customer Satisfaction
Sales Growth

16



NEW STRATEGY, NEW LINE

The PADI website itself looks good at the moment. I would anyway make some addiction and
modification in order to make it accessible to anyone.

In this very moment, the Community section is managed from the website as below.



I would keep this section only for Blog and Social Media profile. It can be confusing for a new
member moving into this jungle of Social platform, blogs and mailing list, so for the
community I would create a specific section accessible from the menu up/right on the
website.

METERING: Log count of the single target market sectors personas. Through cookies and
geolocation those data can then be divided in geographic area, time of the day and monthly
checked in order to make decision.

Chart:BB%BofBLogBInBperBMonthB/BSpecificBGeographicBArea
3500
3000
2500
2000
1500
1000
500
0
Jan Feb March April May June July August September October November December
Professional Students Store

Chart:1%1Click1 per1daily1hour
100
80
60
40
20
0
1 2 3 4 5 6 7 8 9 10 11 12
Professional Students Store

Example of Website Analytics from estimated values: it
highlights the possibility to analyze different source of traffic

The page is focused to implement the marketing strategy provided in the Objectives
highlighted in Task 5; periodically the student will receive target surveys and by completing
these he will be able to gain further discount vouchers for new digital products to continue
his PADI experience.



The page is simple and gives the student the possibility to use the Scuba Earth function, access
Surveys and Vouchers, view his favorite products and current scuba level as well as look for
further Dive Centers.

He has a free demo of a product, with a call to action to bring him purchase the full version.
The Avatar would be connecting with Scuba Earth.

In this way the digital products are in the
same section of the profile of the customer
and they can keep one record for all
purchases. In addition, they are encouraged
to complete the survey and receive a voucher
to allow continuous education. The website
communicates Emotional Engagement and
drives the action.

METERING: Conversion rate on survey per login.

Also, we should not forget that 50% of Sport WebContent, 61% in Entertainment and 73% of
Portals are viewed on mobile phone (only for Facebook 844 million user on mobile against
124 million on laptops). The added profile webpage will be so mobile friendly, as part of the
Product Development Phase in Objective 2 of the task 5.



Here is an Idea how the
webpage should look like on a
mobile. Again, the main
functions needed from us in
order to implement the
marketing strategy.

Surveys / Voucher / Purchase.

Having this page would be a
benefit for the marketing
strategy as it would fill the gap
that the actual Scuba earth
creates. It would unify the
profile of scuba earth with the
website and would also
include details on digital
products and the possibility to
buy them as a call to action.

METERING: Number of login
from mobile devices.



Bibliography and sources

1. Tasgal, A. the power of storytelling, CIM Webinar Practical Insight;

2. Frost, A. a future fit mobile technology, CIM Webinar Practical Insight;

3. Smith, P., Berry, C., Pulford, A., (1997), Strategic Marketing Communications New
Ways to Build and Integrate communications;

4. Meerman Scott, D., (2015), the New Rules of Marketing and PR: how to use Social
Media, online Video, Mobile Applications, Blogs, News Releases & Viral Marketing to
Reach Buyers Directly, 5th edition, Wiley

5. Berger, J., (2012), Contagious: Why things catch on; Simon and Shuster

6. comScore, (US December 2014) percentage of content category time spent by
platform;

7. Hannes, D., Bram, F., Harald, J., (2015) The challenge of Retaining Customers Acquired
with Free trial, The Journal of Marketing Research, JMR;

8. Shuba, S., Dominique, H., (2009) Marketing and Firm Value: Metrics, Methods,
Findings, and Future Directions, The Journal of Marketing Research, JMR;

9. Philip, H., (2014), How digital technologies are enabling consumers and transforming
the practice of marketing, The Journal of Marketing theory and practice, Vol. 22;

10. Chezy, O., Itamar, S., (2007), The Effect of Stating Expectations on Customer
Satisfaction and Shopping Experience, The Journal of Marketing research, Vol. XLIV;

11. Google Trends, [OnLine], https://www.google.com/trends/, [Accessed 05/03/2016];

12. Smart Insight, [OnLine], SOSTAC Marketing Planning Model Guide,
http://www.smartinsights.com/digital-marketing-strategy/sostac-model/
[Accessed 03/03/2016];

13. PADI, [OnLine], www.padi.com/blog/2014/02/19/pregnancy-and-diving-survey/
[Accessed 22/02/2016];

14. PADI Pros Oceania private blog, [OnLine],http://padiprosoceania.com/2014/09/
[Accessed 22/02/2016];

15. SSI, [OnLine], https://www.divessi.com, [Accessed 27/02/2016];



16. DiveSSI Facebook Page, [OnLine], https://www.facebook.com/divessi/?fref=ts,
[Accessed 24/02/2016];

17. DiveSSI App, [OnLine], https://www.divessi.com, [Accessed 25/02/2016];

18. PADI Facebook Comment: https://www.facebook.com/PADI/?fref=ts
[Accessed 03/02/2016];

19. PADI, [OnLine], http://www.padi.com/scuba-diving/about-padi/statistics/,
[Accessed 08/02/2016];

20. CH2M website, [OnLine] www.ch2m.com, [Accessed 27/02/2016];

21. CH2M Twitter, [OnLine], https://twitter.com/ch2m, [Accessed 27/02/2016];

22. CH2M Facebook, [OnLine], https://www.facebook.com/CH2MHILL/?fref=ts,
[Accessed 27/02/2016];

Portfolio - 6

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Portfolio - 6

Uploaded by

Copyright:

Available Formats

Module:

CIM Membership Number: 38461708

Module Title: Digital Marketing

Accredited Study Centre: Bristol

Image 2: Infographic from

Light Graphics and

Professional Students Store

Professional Students Store

You might also like