What you will learn
- Choose a suitable real business for the campaign plan
- Audit the business's website, search presence, and social channels
- Summarise the audience, competitors, and value proposition in a short brief
The final project is a complete marketing plan for a real business, the kind of document an agency presents to a new client. Choose a business you can learn about properly: a family shop, a friend's startup, a local clinic, or your own freelance service. It should have a clear product, real customers, and someone willing to answer your questions. Avoid businesses so large that one plan cannot cover them.
Begin with an audit of what already exists. Check the website on mobile, its speed, and whether it has clear calls to action. Search for its main services on Google and note where it appears, including its Google Business Profile and reviews. Review its social profiles for posting frequency, engagement, and the quality of visuals. Record what works, what is missing, and any quick fixes.
Then research the market. Identify three competitors and note their offers, prices where public, ad activity in the Meta Ad Library, and reviews. Interview the owner and, if possible, two customers. Finish this step with a one-page brief: the business's goal, its buyer personas, its value proposition, its main competitors, and the biggest problems or opportunities you found in the audit.