Digital Marketing Nano Degree - 2017

Project 01
~
Marketing
Plan

Student: Joo Victor Aleixo Bezerra

Project Topics:

Getting Started Value Proposition Persona

Hello! First of all, Id like to introduce myself.

I am Joo Victor Aleixo Bezerra, Brazilian, 22 years old and a digital marketing
professional who is starting to go deeper into this universe. Im graduated in Game
Design by Universidade Anhembi Morumbi at So Paulo and decided to reroute
my professional life after a marketing class during my graduation. Soon after those
classes, I found myself really involved in the digital marketing area and, since then,
Ive been studying and trying to enhance my skills to prove my worth.

Hope to achieve it by the end of the course.

I consider myself fluent in English, but it is inevitable that I may write lots of mistakes
during the lessons and I will not bother if you dont understand clearly what I meant.
Just tell me and Ill work it out! :)

So, lets stop talking!

STEP 01 - Getting Started

01) Describe Udacity, its products and business model (no more than 250 words).

Udacity is situated in the MOOC (Massive Open Online Courses) Market and
currently sells high quality courses in science and technology areas. Udacitys main
strength is to offer job matching programs, focused on professional skills that people
really need to have when applying to a job, which is the reason why these programs are
extremely employer oriented. In my opinion, the mentorship is also worth mentioning
as a great strength to Udacitys business model, since its competitors do not usually
have this feature.
In addition to selling courses subscriptions, Udacity also has the Blitz Program,
which analyzes the most dedicated students to help them getting a job or freelance
projects by putting them in contact with many associated organizations and recruiters.
In short, according to the information I could gather, Udacitys income comes from
courses subscriptions, commissions from recruiters and sponsorship from Facebook,
Google, Mailchimp, Hootsuite and many other great industry partners.
The main channels of communications I could notice are digital, if not all of them.
They consist, basically, in social media, blog, website, social media advertising and
Google advertising and its target customers are students, technology professionals,
recruiters and employers.
The costs of Udacity includes: equipment (servers, pc, softwares), platform
developing, human resources (teachers, mentors, programmers, marketers, designers,
video editors, instructors) and marketing.
To finish, the key activities are updating content for existing courses, creating
new courses, manage and analyze the students behaviors and marketing to keep the
income increasing.
02) Which product did you choose? (DMND Program or Blitz)

I chose both of them in this first project, because I would like to practice the more
I could. I will divide the sections in the related product to avoid any misunderstanding.

03) Provide the marketing objective for the product you chose?

DMND Program: Increase Brand Awareness by 3000 Likes in the Facebook

Page with Brazilian followers by the end of DMND Course (June/2017).
Blitz: Generate 200 highly qualified Leads in Brazil (possible recruiters or
organizations) by the end of DMND Course (June/2017)

04) What is your primary KPI to measure marketing success?

DMND Program: Number of Leads

Blitz: Number of Leads converted into associated Recruiters or Organizations

STEP 02 - Value Proposition

DMND Program:
For digital marketing students who are having trouble in finding a job in the area,
our Digital Marketing Nano Degree Program is an employer oriented online course
that capacitates students by giving them real challenges and practical lessons to help
them create an attractive portfolio. Unlike Hotmarts Courses (in Brazil), our offer is
complemented by mentorship, lessons reviewers and a hiring section that is visited
by local employers.

Blitz Program:
For Brazilian recruiters and employers in the technology segment who are
having trouble in finding and testing capacitated available professionals, our Blitz
Program is a hiring section that gathers the most rated and dedicated student from
our courses and put their portfolio at disposal for evaluation. Unlike LinkedIn (most
used in Brazil), our offer gives the employers and recruiters a full contact with selected
students projects and the possibility of hiring freelance projects to test before hiring
the professionals.

STEP 03 - Customer Persona

01) Research who you think are the likely customers of the product you chose. Briefly,
describe what research you conducted (no more than 250 words).

DMND Program:
For this product, I selected a few of my friends who studied Marketing and sent
them an online form with some questions to help me create a persona for this product.
In this form, I asked about my friends level of knowledge in digital marketing and if
they have a job in this area.
I also thought it would be useful to know if they learned about digital marketing
by themselves or if they took some extra courses or even went to College to study
about this.
Going forward in the form, I asked them about which area of digital marketing
they had some knowledge, going through social media, social advertising, webdesign,
web analytics, inbound marketing, email marketing and some other important topics.
Then, I asked them if there is anything they had trouble learning in digital marketing
and if there is something they still want to learn in this area or if there is something
keeping them from studying, which could be lack of time, expensive courses, low
income, constant tool changes and some other important factors.
Last but not least, I asked them about their life goals and their hobbies, because
I think its really important to understand someones dreams and hopes to realize what
they have to do to achieve their goals.

Blitz Program:
For this product, I selected a few human resources professionals and some
CEOs of my social cycle and sent then another online form with some questions about
selecting good professionals for a job. First of all, I asked them what is their main
resource when looking for professionals to hire and gave them some options that are
frequently used here in Brazil.
Later in the form, I thought it was important to ask about their main trouble when
looking for professionals to apply for a job and what they think it would help solving
this problem. Then, I talked about a program (Udacity Blitz) that gathers the most
rated students and put their portfolio at disposal for recruiters and employers to look
at the curriculums and projects before even contacting these professionals and asked
if they were willing to pay for that service.
Last but not least, I asked them about their life goals and their hobbies, because
I think its really important to understand someones dreams and hopes to realize what
they have to do to achieve their goals.

02) Interview 3 potential customers:

DMND Program:
Name of interviewee: Mariana Biazolli - 22 years old - Digital Marketing
Professional.
Name of interviewee: Nicole Monteiro - 22 years old - Marketing Student.
Name of interviewee: Cintia Luna - 31 years old - Franchise Analyst.
Name of interviewee: Romero Carvalho - 43 years old - Digital Marketing
Professional.

Blitz Program:
Name of interviewee: Carlos Eduardo Santos - 49 years old - Entrepreneur.
 Name of interviewee: Mayara Suguaya - 27 years old - Human Resources
Professional.
Name of interviewee: Daniela Luiz - 37 years old - Entrepreneur.
Name of interviewee: Gustavo Pierini - 36 years old - Entrepreneur.
Name of interviewee: Monica Berbel - 41 years old - Human Resourcers
Professional.
Name of interviewee: Leticia Silva - 33 years old - Entrepreneur.
Name of interviewee: Berilo Bezerra - 50 years old - Entrepreneur.

The results for the interview can be accessed through these links:
DMND Program: https://docs.google.com/spreadsheets/d/1I3Dqr4a9VwvMUj4ciZ
VRqpLCC3ETXYeepx6LQbdBh9A/edit?usp=sharing

Blitz Program: https://docs.google.com/spreadsheets/d/1ET8OMQ41vGHeAHFc

B6hggcXybapdjSK1isX_Ly5BVBc/edit?usp=sharing

* The interviews were created in portuguese, so are the answers, I'm not entirely sure
if they will help you... but some answers are extremely useful for insights.

03) Collect the information from your interviews and create a single customer persona
by filling out each section of the table, and include at least three items per box where
indicated.

DMND Program:

Background and Demographics Persona's Name Needs

- 21 years old. Paulo Santana - Build a portfolio
- Brazilian. - Practice the theory he
- Lives in So Paulo. learns at University
- Studies Marketing in - Expand networking
University. - Learn to optimize
- Unemployed. campaings and expand web
- Intermediate Level in analytics knowledge
Digital Marketing. - Get a job

Hobbies Goals Barriers

- Sports: Gym, Running,
Boxing.
- Watch TV series and
movies.
- Read about business,
fantasy, entrepreneurship...
- Be an entreprenuer.
- Be financially stabilized by
the next 5 years.
- Study abroad (Canada,
USA).
- Be a digital marketing
expert
- Don't have the opportunity
to apply what he studies.
- Don't know professionals
in the area (poor
networking).
- Low family income ($)
Blitz Program:
Background and Demographics
- 36 years old.
- Brazilian.
- Lives in So Paulo.
- Human Resources
Professional.
- Recruiter.
- Works in the same
company since 2012.
Hobbies
- Read about human
resources, innovation,
human behavior,
psychology...
- Write about many things.
- Meet friends
- Travel
Persona's Name
Gisele Monteiro
- Spend less time searching
Goals
- Build a family.
- Be an entrepreneur by the
next 5 years.
- Help the organization in
which she works grow.
- PhD
Needs
- Find better professionals
for the organization.
for these professionals.
- Spend years abroad to
study.
- Reduce the cost of hiring
professionals.
Barriers
- Low quality professionals.
- Poor portfolios to analyse.
- Limited to LinkedIn and
indication when looking for
professionals.
- Professionals with great
theory but poor experience.
- Limited budget.