Capstone Project — Building a Business's Digital Marketing Plan — From Strategy to Measurement
- Objective: build the digital marketing plan of a real business (yours, a project, a fictional company) by applying each level — from strategy to measurement.
- Materials: the marketing plan template below (to fill in as you progress).
- Method: one stage per level. Build a consistent chain: goal → audience → channels → content → acquisition → measurement.
⬇️ Download the digital marketing plan template (TXT)
Stage 0 · Level 0 — Setting the Strategy (L0)
Define the offer (4Ps), write a persona and their customer journey, then set ONE priority SMART goal and the channels that serve it.
Stage 1 · Level 1 — Building Online Presence (L1)
Audit the site's marketing role, optimize one page for SEO (keyword, title, meta), create/complete the Google Business Profile listing and launch a review collection drive.
Stage 2 · Level 2 — Activating Social Networks (L2)
Choose 1–2 relevant networks, define the editorial line (3–5 pillars) and build the month's editorial calendar, with an engagement routine.
Stage 3 · Level 3 — Creating Content (L3)
Produce one piece of content of each useful type: a copywriting text (AIDA), an on-brand Canva visual, a short video OR an SEO blog article, and launch a newsletter.
Stage 4 · Level 4 — Setting Up Acquisition (L4)
Design a converting landing page + a lead magnet, outline a campaign (Google Ads OR Meta Ads) and a nurturing sequence. Set target CAC/ROAS.
Stage 5 · Level 5 — Measuring and Unifying (L5)
Install GA4, pick 5–8 KPIs in a dashboard, plan an A/B test and an automation scenario, then assemble everything into a consistent, GDPR-compliant strategy.
Success Criteria
- SMART goal, persona and customer journey defined; channels chosen accordingly.
- Solid online presence: conversion-oriented site, one SEO-optimized page, Google listing and reviews.
- Editorial line + calendar maintained; varied content (copywriting, visual, video/blog) and a newsletter.
- An acquisition system (landing + lead magnet + campaign/nurturing) and measurement in place (GA4, KPIs, A/B test) — all consistent and GDPR-compliant.