Mimic Pro Simulation | Join this section: https://home.stukent.com/join/915-DDF Over the course of the term, there will be 7 rounds. The simulation will inform content in your written report. The simulation is a mandatory component of the course and all students must participate. The purpose of the simulation is to give “real” experience with Landing Page Optimization, SEO, Pay Per Click Advertising and Email Marketing. The simulation aims for students to have the following takeaways: o To understand the basic components that make up a great landing page through content (calls to action, unique value propositions, compelling content, etc.) and proper SEO strategies (titles, H1’s, content, etc.). o To understand the metrics to creating successful online ad campaigns using targeted keyword research, ad copy and understanding key performance indicators. o To understand proper techniques and strategies in email marketing to drive more online traffic and sales. You can learn more about Mimic Pro once logged into the simulation. It is recommended you watch the two YouTube videos that outline Round 1 and Round 2 to 7. PROJECT COMPONENTS Written Report Prepare a report that that would feasibly be written to the Chief Marketing Officer (CMO) of Kent’s Camera Castle (KCC) that outlines your overall strategy and best practices used in the simulation. This report also may ask for additional strategies or tactics based on your experience in the simulation. 1. Overview (~1 page) a. Objectives – what were you trying to achieve in the simulation? What were your priorities? b. Target Audience – who are you trying to reach? Who are you writing your ads for? c. Product selection – what are your products and why have you selected these products to sell? 2. Digital Marketing Tactics & Performance (~3 pages) Summarize your approach (and results, if available) of the following digital tactics for KCC. Make sure to include (a) key decisions, (b) strategic detail (e.g., top performing ad words, bidding approach, etc), and (c) key recommendations you suggest for KCC in their ongoing online marketing activities. In this discussion, also make sure to summarize your group’s performance in the simulation. Use of charts, graphs, and metrics/key performance indicators are encouraged. a. Pay Per Click Advertising b. Landing Page Optimization i. Layout ii. Onsite SEO c. Email marketing. Explain best practices employed for a successful email campaign. Justify list choice, content, and email strategy. d. Budget – why did you choose to allocate your budget in that way? Justify your decisions. 3. Conclusion (~ 1 page): A short summary and conclusion should be included as the end of the report. a. Provide a summary of Kent’s Camera Castle and the digital tactics implemented b. Include recommendations of what digital activities Kent’s Camera Castle should continue c. Discuss: If you were to do the simulation again, what would you do differently? d. Include Five Lessons Learned: Identify and explain at least 5 “lessons learned” regarding digital marketing. 4. Professionalism: The report must have proper report format (see below), a professional tone, be free of language and grammar errors, and good flow and structure. Make sure to cite all references. Report Format • Your report should be no more than 6 pages long, excluding the title page, table of contents, mockups/visuals, charts/diagrams. Page length suggestions are written above and can be used as a guideline. • Single spaced, 11-12pt font, 1” margins; APA referencing and citation format • Formal business / professional tone • You may include Appendices if needed. Content may include: written reports, keyword research/charts, etc. Notes on Professionalism o In addition to content, your work must be professionally presented. This means that the writing tone and style are readable, the word choice is effective and sentence structure is varied. o Grammar, spelling, and punctuation must be free of errors. Craft your sentences to convey your ideas clearly. Use marketing terms and knowledge learned in the course. If the text is unreadable and ineffective, if you use poor word choice and minimal sentence variety, and if there are frequent and distracting grammar, spelling, and punctuation errors, you will lose points according to the degree of professionalism demonstrated. o You must properly cite all content, consistently using one of the citation methods listed here: library.douglascollege.ca/guides/cite-sources o The Learning Centre offers students editing and writing assistance for all projects and assignments. You can access this service in person or online.