DMND Portfolio

Building a Marketing Strategy

By: Philip Schultz
1.Customer Journey Based Marketing Plan
What: your offer
Digital Marketing Nanodegree

Create a Customer Journey Based Marketing Plan with the goal of signing up
new customers to the DMND Program in one quarter.

Budget: $50,000

Profit: For the purpose of this assignment, the cost of the Nanodegree is
$999, assume a profit margin of 30%, meaning that Udacity makes $299 in
profit per student that signs up.

Campaigns: We want to aggressively grow the program, but, we want to do it

without losing money.
Marketing Objective: DMND
To enroll 215 students in the last quarter of 2017. The budget of the campaign is
$50,000 so this will result in an ROI of +$14,285.
Who Are Our Customers
 Target Persona
Target Persona Needs
Background &
Demographics RYAN 1. Increase income
2. Lower cost of living
1. Male, age (29 - 39) 3. Learn digital marketing tactics
2. Married with no children and techniques
3. Associate's degree, 4. Gain experience in field to
4. Full time employee), improve resume
5. Income $37,950 to $91,900

Hobbies Goals Barriers

1. Browse on social media 1. Move to a smaller city 1. Finding the time to study for
2. Playing chess 2. Complete DMND program the DMND program
3. Traveling with wife 3. Become a full time digital 2. Financially challenging living in
marketing employee a big city on current income
4. Work from home 3. Learning a new profession
5. Improve networking and (new to industry)
marketing skills
Phases of the Customer Journey
 When+How+Where = Marketing Tactics
Customer
Awareness Interest Desire Action Post Action
Journey

● Smooth path to
● Receive help from ● Offer promotional purchase
● describe the DMND program real world digital coupon ● Thank you for ● Any and all
● describe what it can do for our marketers ● Reiterate the key purchasing page updates of the
Message target persona ● Help student build features of the ● Thank you for product
● describe current marketing resume program (bullet purchasing email ● Info about new
salaries and lifestyle. ● Help student find point in the ● Reiterate all the products
employment interest phase) key features of the
product

● Search
● Search (Adwords)
● content marketing (e.g. blog) ● Social media
● Organic search
● Informative landing page advertising ● Email ● Email
(customer is
Channel ● Social media ● Organic social
familiar with
● Organic social ● Organic social
● display and video ads media media media
brand name)
● Display ads
● Social media
● Video ads
Digital Marketing Nanodegree
Budget Allocation for Media
Awareness: Budget Allocation for Media
Planned Number of Average
Channels Cost Per Click Total Sales
Spend Site Visits Conversion Rate

Facebook $4,000 $1.25 3,200 0.05% 2

AdWords 0.05%
$3,000 $1.40 2,143 1
Search

0.05%
Display $1,750 $5.00 350 0

0.05%
Video $1,250 $3.50 357 0

Number of new 3
Total Spend $10,000 Total # Visitors 6,050
Students
Interest: Budget Allocation for Media
Planned Number of Average
Channels Cost Per Click Total Sales
Spend Site Visits Conversion Rate

Facebook $8,000 $0.50 16000 0.1% 16

AdWords 0.1%
$5,000 $1.50 3,333 3
Search

0.1%
Display $500 $3.00 167 0

0.1%
Video $1,500 $2.75 545 1

Number of new 20
Total Spend $15,000 Total # Visitors 20,045
Students
Desire: Budget Allocation for Media
Planned Number of Average
Channels Cost Per Click Total Sales
Spend Site Visits Conversion Rate

Facebook $18,000 $0.30 60,000 0.3% 180

AdWords $1.50 0.3%

$5,000 3,333 10
Search

0.3%
Display $1,000 $3.00 333 1

0.3%
Video $1,000 $2.75 364 1

Number of new 192

Total Spend $25,000 Total # Visitors 64,030
Students
ROI: Budget Allocation for Media
Total
Total Number
Phase Total Spend Number of Profit Per Sale Total Profit ROI
of Sales
Site Visits

Awareness $10,000 6,050 3 $299 $897 $-9103

Interest $15,000 20,045 20 $299 $5980 $-9,020

Desire $25,000 64,030 192 $299 $49355 $+32,408

Total $50,000 90,125 215 $64285 $+14,285

3. Showcase Work
Market your Content
BLOG POST: MY DREAM AND HOW THE DMND PROGRAM WILL HELP

I have been a very indecisive person for the past few years. I have been in college for over 8 years now and I
changed my major more times than I would like to admit. I feared being trapped in a job for the rest of my life that I hated
and mounds of college debt that I would not be able to pay back any time soon.

During my soul searching years, I had the opportunity to help a small business by creating a web presence(website
and social media accounts). It turned out to be a huge success and the website did great. This inspired me to get my
bachelor's degree in the computer science/ IT arena. However, during my time at school, I felt there was a disconnect
between collegiate education and real-world expectations. So, I asked myself, what can I do to fill this gap of traditional
education and what the real-world demands? That’s when I came across Udacity’s Digital Marketing Nanodegree
Program.

After looking into the program for a couple weeks, I knew that this was the answer. Not only did this fill the
educational void, but it opened opportunities for employment in an exciting, fast growing field. Eventually, I want to get
back to helping small business. However, I would like to work for the leaders in the industry of marketing and web
development. This will help me reach my goal of becoming a digital marketing consulting and web developer for small
business.
Instagram Post
I found my career goals and an affordable way to accomplish them. Check out
my latest blog (link in bio) #careergoals #udacitydmnd
LinkedIn Post
Hey everyone,
I’m excited to be starting my new career in digital marketing! Check out my
latest blog about my journey to getting there. (http://someLinkHere)
Twitter Post

Hey! I know what I’m going to do with my life. Do you?Check out my latest blog
on the affordability of modern education. #DMND( linkToBlogHere )
Run a Facebook Campaign
Campaign Summary
1. The target audience of my campaign was men between the ages of 21- 29 that had to have at least some college
experience, single, spoke english, lived in USA, were interested in either marketing or entrepreneurship. I made these
adjustments in audience details field.
2. Ad Copy:
Headline “Free Social Media Advertising Guide”
Text: “Whether you are preparing for a career in marketing of starting your own business, knowing social media is a must.
Here is a free head start.”
Ad Creative:Four single image ads - see below: (after one day I decided to turn off add 2 and 4, only ad 1 performed well )

3. First, I had the ages from 19-25. After one day I decided to change the agees from 21-29. I thought this would better suite
my audience that should have had some educations. Also, only one of the ads was working at all, so I decided to turn two
of the least successful ads off.
Key Results
1. Present the most important metrics per ad
Campaign Results: Demographics
Campaign Results: Placement
Ad Set Data: Performance
Ad Set Data: Delivery
Ad Set Data: Engagement
Search Engine Optimization
(SEO) Audit
Search Engine Optimization (SEO) Audit

Copy content from your Previous

project submission
Keywords - Suggested

Head Keywords Tail Keywords

1 Marketing Marketing jobs

2 Digital Marketing Digital Marketing Course

3 Udacity Udacity Digital Marketing

4 Social Media Social Media Marketing

5 Social Media Jobs Social Media Jobs from home

Link-Building

Site Name Site URL Organic Search Traffic

1 Search Engine Land http://searchengineland.com/ 17.8k

2 Search Engine Watch https://searchenginewatch.com/ 36k

3 Techcrunch https://techcrunch.com/ 133k

Link-Building

Site Name Site URL Organic Search Traffic

1 Search Engine Land http://searchengineland.com/ 17.8k

2 Search Engine Watch https://searchenginewatch.com/ 36k

3 Techcrunch https://techcrunch.com/ 133k

Mobile-Friendly Evaluation

This site should be loading at 3 seconds or under to receive an excellent grade

for mobile optimization. Currently, this means that nearly 20% of visitors to
our site are leaving because the load time is too long.
Recommendations
Recommendation 1: Meta data needs to be filled in. The title tags, description tags and alt tags for
photos. For the title tag I would say something like “Udacity | Digital Marketing Degree”. For the
description tag I would say “ Learn Digital Marketing techniques - email marketing, SEO optimization,
content strategy, social media and more from real world professionals in this online course.”

Recommendations 2: I would optimize the mobile experience for the user. The site is a bit slow right
now and it is estimated that 19% are leaving the site due to load times. As suggested by PageSpeed
Insights a lot of work needs to be done with the photos. First of all I would rename the photos so
that they are relevant to the site and I would make sure that they are all sized correctly then
compressed.

Recommendation 3: I would add a lot more content that is related to the subject of the nanodegree. I
would do this by two venues. The website itself and adding a blog page. The website itself is pretty
clean looking, but I feel that it is missing some keywords that help the website a lot. For example, I
would add an overview of the course and head keywords and tail keywords to explain it.
Link-Building

Site Name Site URL Organic Search Traffic

1 Search Engine Land http://searchengineland.com/ 17.8k

2 Search Engine Watch https://searchenginewatch.com/ 36k

3 Techcrunch https://techcrunch.com/ 133k

Ad Set Data: Engagement
Run an Adwords Campaign
Campaign: Website Performance Optimization
I was assigned to run an adwords campaign for the Website Performance Course by Google. I choose to run the ad in
the United States Only. I decided to make the ad groups based on the different aspects of the course -
optimization(Ad Group 1) & testing(Ad Group 2).For the optimization ad group, I wanted to attract traffic from users
wanting to learn how they could optimize their existing websites. I did this by making headlines that expressed it was
a free course that will teach you how to optimize your site to be faster and ultimately perform better. All of my
keywords were auto generated by the URL-scan in Adwords. I reviewed them over and each one was completely
relevant to my campaign objective (deleted one or two).
For the second ad group I choose to concentrate more on the awareness crowd - people wanting to find ways to test
their sites performance. I decided to once again express that the course was free, but I wanted to stress that you will
learn how to use the performance tools to not only test your website, but to also improve your site. For this ad group
I used many keywords that people might use to find ways to test their website for performance and speed.

Campaign Landing Page

Marketing Objective & KPI
Marketing Objective: To enroll 3 students per day for a 5 day campaign (15
students).

KPI: The amount of conversions (people that enrolled in the course) over a 5
day period.
AD Group 1: Website Optimization

Keyword List: site optimization ● optimize your website

● web optimisation
● web page optimisation
● site optimisation
● optimize my website
● how to optimize website performance
● website speed optimisation
● web speed optimization
● website performance optimization tool
● speed optimizer
● website speed optimization
● "how to make a fast website"
● [how to make my website faster]
● wordpress website speed optimization
● website optimization
● "how to build a good website"
● web page optimization
● web page speed optimization
● site speed optimization
● web optimization
● website optimisation
Ad Group 2: Website Speed Test
Keyword List:
Site Optimization
● website bandwidth test
● web speed
● speed analyzer
● site load speed
● site speed test
● website loading speed
● test my web speed
● best website speed test
● mobile page speed test
● test website speed from
different locations
● web page loading speed
● site loading speed test
● speed test tool
● seo speed test
● website speed test tools
● my website speed
● website speed
● test website load time
from different locations
● check your website
speed
● check my website speed
● check web speed
● web speed analyzer
● website speed
monitoring
● test my website speed
● domain speed test
● website page speed
● website speed tool
● web speed test free ● test my site speed
● website speed test ● best speed test website
● page speed ● speed test my website
optimization ● web speed test
● free website speed ● site speed
test ● test your website speed
● web speed checker ● server speed test
● website speed analysis ● site speed analysis
● measure website ● site speed analyzer
speed ● website speed test comparison
● website speed checker ● test site speed
● check website speed ● test speed web
● my web speed ● google speed test
● speed web test ● web speed test tool
● best speedtest site ● check site speed
● check speed website
● check my site speed
Campaign Review
Campaign Summary
Evaluate a Display Advertising
Campaign
Evaluate a Display Advertising Campaign

Copy content from your Previous

project submission
Final Recommendations

Based on the results of email #1 I would segment the subscribers into two categories - the ones that took action vs
the ones that did not. I would then take the ones that took action and send them email #2. We can assume that the
ones that bothered to participate in reviewing the ebook (email #1)are more interested in the subject than the ones
that did not. With this information we can also assume that they are the more likely audience to convert to a sale
than the non participating audience. Therefore, we would only be answering the questions of the subscribers with the
highest potential to convert.

Now that we narrowed our audience down we should see a high conversion rate for email #3.
Results: Calculate the ROI

Creative Clicks Impressions CTR Avg CPC

Display Image
1,973 282,066 0.70% $0.44
Campaign

Conversion # New
Cost CPA ROI +/-
Rate Students

$872.51 0.2%2 4 $218.13 +$323.48

Display Image Campaign: Ad Results

B
 Which Ad Group Performed Better?
Creative A outperformed creative B. It looks like the major difference between the two is the CTR. The high CTR rate
means that there is a greater potential students (conversions). These factors are leading to the success and the overall
positive ROI in the ad group.

Conversi
Impressi # of New
Creative Clicks CTR Avg CPC Cost on CPA ROI +/-
ons Students
Rate

.2%
Creative - A 1,531 216,199 0.71% $0.45 $686.27 3 $228.76 +$210.28

.2%
Creative - B 442 65,867 0.67% $0.42 $186.24 1 $186.24 +$112.76
 Impressi
Keyword Clicks CTR Avg CPC Cost
ons

online marketing
1 course
226 38259 0.59% 0.28 $63

2 marketing online 236 20750 1.14% 0.5 $118.64

3 marketing courses 19 1999 0.95% 0.27 $5.18

4 digital marketing training 57 8224 0.69% 0.54 $30.75

social media marketing

5 online course
0 14 0% $0 $0
How I would optimize the display campaign

Suggestion 1: Based on A/B testing I would delete Creative B.

Suggestion 2: I would remove the keywords that performing poorly (Negative

ROI).

Suggestion 3: I would create a new creative to run along Creative A

Recommendations for Display Campaign
● After this campaign I would keep the more successful ad group (Creative
A) and clone it. I would take that clone and change one thing, like a more
catchy headline or description of the course. Then I would conduct
another A/B test at the end of that campaign, and so on.
● After finding the ROI for all of the keywords I found a few to be very
expensive. For example, “marketing careers” seems to be a very
competitive keyword that is out of our price range. This keyword
(marketing careers) got nearly 3,000 impressions with only 14 clicks and
we paid $1.68/click. At this rate we would have to pay nearly $840 in
advertising cost to make one sale based on the .2% conversion rate. I
would get rid of all keywords that out of our price range, which would be
a maximum of $.60/ click. Check my spreadsheet to see all keywords
results.
Landing page corrections
● I am assuming that this is our landing page - http://dmnd.udacity.com/
● I would recommend to put a video on the home page. Videos are a great tool to grab and keep
the attention of the viewers on your page.
● Also, now that you know what are most profitable keywords are I would try my best to include
those keywords in the text (online marketing course, marketing online).
● Also, I would use more relevant information about the course on the landing page, for example
I would mention all the aspects of the course that will be taught. For example, since the
program teaches social media advertising I would mention Facebook, Instagram and Twitter
advertising. This would allow us to be more competitive with very competitive keywords and
pay a lower price because or quality score will go up.
Display Video Campaign Suggestions
● After comparing the ad groups for the campaign, I would get rid of
creative A. We barely broke even on our investment.
● With that being said, the only difference between the two campaigns are
the keywords. So I would recruit the successful keywords from creative A
and combine them with creative B.
Market with Email
Email Content:

Email Content Plan

Email Topic Marketing Objective KPI

What did you think

Email #1 Engagement Number of reviews
about the E-book?

Have a question for a

Email #2 professional Digital Engagement Number of questions
Marketer?

Ready to start the

Email #3 Journey to becoming a Conversion Number of sales
Digital Marketer?
 Email #1
Email Content Plan

Subject Line Body Summary Visual CTA Link

● Ask the subscriber if they liked the Digital

Marketing Guide Ebook.
● Ask them to review the ebook.
● I would also recommend the customer to
take a look at the free courses offered by
It would go to a landing
udacity and stress the business model of the I would add a picture of
What did you think page where the
company as a whole. This would make the a possible digital
about the Digital Write a Review subscriber can rate the
customer feel more comfortable with the marketer working in the
Marketing Ebook ebook and write a
company and make it more likely to buy a field
review.
big ticket purchase in the future.
● I would also make an incentive to receive the
feed back - like a discount on the
Nanodegree or a chance to win the course
for free
Email #2

Email Content Plan

Marketing Objective Subject Line CTA

Have a question for a

Engagement - dialog with
professional Digital Ask a professional
customer
Marketer?
Email #3

Email Content Plan

Marketing Objective Subject Line CTA

[client first name], ready to

Conversion # of sales for start the Journey to
Let’s get started!
the DMND program becoming a Digital
Marketer?
 Email Campaign Calendar
Week 1 Week 2 Week 3

M T W Th F M T W Th F M T W Th F

Email
#1

Email
#2

Email
#3

KEY PHASES

Planning Tests Send Analyze

Email Copy: Email #1
Subject Line: What did you think about the Digital Marketing Ebook?

Body: Hello [customer first name]! What did you think about the ebook you received from the Digital Marketing
Department here at Udacity? We would love your feedback and it would put you in the running for a chance to win a
free enrollment into the Digital Marketing Nanodegree Program ( value of $999). Also, please check out the many free
courses we offer here at Udacity and take part in our goal of democratizing education to the masses.

CTA: Write a Review!

Link for CTA: Would go to a landing page where the customer can write a review about the free ebook they received
from the facebook ad.
Email Screenshot: Email #1
 A/B Testing Email
A/B testing is crucial for making any campaign successful. It is important to remember that you should only change
one thing at a time so you can perfect the results and know what exactly made the difference. For this example, I
would send email #1 like stated in slide 5, then I would send an email to another segment of subscribers and only
change the subject. Next, I would pick which one performed better to then go on and test the call to action button.
Remember, you have to test them separately or you would not know which one made the difference.

A/B Testing

Subject Line CTA

Chance to win free Digital Marketing

Email #1 Review the Ebook!
Course?
Results Continued Email #1
It is important to remove all people from your list that chose to unsubscribe. Failure to do so will result in breaking the can-spam legislation.
Which means we can be fined up to $16,000 per email, be removed from email servers, or have our entire website removed from our hosting
server!

Results and Analysis

Clicked CTR Take Action Conversion Unsubscribed

180 8% 75 3% 30
Final Recommendations

Based on the results of email #1 I would segment the subscribers into two categories - the ones that took action vs
the ones that did not. I would then take the ones that took action and send them email #2. We can assume that the
ones that bothered to participate in reviewing the ebook (email #1)are more interested in the subject than the ones
that did not. With this information we can also assume that they are the more likely audience to convert to a sale
than the non participating audience. Therefore, we would only be answering the questions of the subscribers with the
highest potential to convert.

Now that we narrowed our audience down we should see a high conversion rate for email #3.