Adaptafashion Digital Marketing Plan Creation
Budget: €30 – €250 EUR
Summary of the assignment:
The assignment is to create a complete Digital Marketing Communications Plan for Adaptafashion using the SOSTAC and RACE frameworks. You’ll research the brand and its market, then structure your report with sections covering an executive summary, business overview, project scope, situational analysis (including SWOT, competitors, and digital audit), objectives (using RACE to set measurable KPIs), strategy (personas, value proposition, and campaign idea), tactics and actions (specific channels, sample content, keywords, timeline, and responsibilities), control (how success will be measured), an indicative 3–6 month budget, and a conclusion. The goal is to show how Adaptafashion can raise awareness, drive engagement, and boost conversions through an integrated digital strategy, supported by clear evidence, visuals, and proper references.
Detailed summary:
Assignment: Digital Marketing Communications
Company chosen: Adaptafashion
Company website: https://adaptafashion.ie/
Proposed Structure of Project
1. Exec Summary
2. Overview of Business
3. Scope of Project
4. Situational Analysis
5. Business Objectives & Digital Goals
6. Strategy – Persona Definition and Value Proposition (I already got 4 in mind. The independent senior, Young fashion, temporay disbaled/Recovering Persona, and the Caregiver)
7. Channel Strategy
8. Measurement
9. Indicative Budget
10. Conclusion
11. References/Sources
12. Appendices
SOSTAC Digital Planning Framework
Quick Summary of key components of SOSTAC model and ideas of what elements you can
include in your project.
SOSTAC Framework
S-ituational Analysis (Where are we now?)
Business Overview,
Brief Market Analysis,
Digital Audit (Channels that you are using – assessing them),
Competitor Analysis,
SWOT/TOWS,
Brand Analysis, Values, brand story etc..
O- bjectives (What are we trying to do?) (RACE MODEL)
Scope of your project – whats in and whats out? Do you have an encompassing idea
to promote the brand/business?
Are you targeting certain countries ? Good idea to focus on certain geographic areas.
Look at your objectives through the lens of the customer journey
Use the RACE Model
R-each Customers (Raising Awareness) Top of Funnell
A-ct – Activate your prospects (get them engaging with your content –
ONLINE – website, remarketing, Ads, blog, etc..)
C-onvert – get them to take an action that is of value -> phone call, lead,
enquiry, buy, drive them in-shop (Calls to action)
E-Engage – Engage with your Customers post-sale –
Loyalty/Retention/Advocacy – Earned Media
Business Objectives –> Digital Goal -> Channel – KPI (metric) -> Target
S-trategy –
Overarching Comms Strategy – do we have a hook or set of ideas that we are going
to use to communicate for the campaign? What is our big idea for the project?
Segmentation, Targeting and Propositions
Identify your segments and then Develop your Personas - Target
Audience – create archetypes – give them clear definition (bulls eye targets) –
B2C – target the individual/B2B (firmographics – targeting the role not the
individual)
Think about – socio-economic, demographics, aspirations, needs, interests,
goals, problems, psychographics, lifestyle, customer lifetime value – possibly
create a Negative Persona (who you don’t want to target – particularly for
Premium/Luxury Brands)
Identify clear identify of the business (voice, tone of voice, content marketing
strategy, personality)
Create Value proposition – what is that differentiates your business, your product,
your service from anyone else – try and communicate this to your audience
Map Personas to Channels to use (Channel differentiation across your personas)
Customer Lexicon
Tactics and Action ->Which channels are we going to use for the campaign
Website – UX, Aesthethic, Functionality, Navigation, CTAs
Are we going to Using an App?
Carry out some keyword research so that we have an idea of what kind of phrases
are audience are searching for – look for brand search, related words, and
competitors also.
SEO – Search Engine Optimisation (How can we optimise the site to give us the best
opportunity to rank well for certain phrases – SEO Template, Recent/Frequency
(Blog), Speed, Mobile, Link Building
Blog – long form content strategy (SEO play) – Expand your digital footprint – creates
a much wider pool of phrases that you rank for (Search Engines tend to like blogs). Is
there an opportunity to create blogs/resources to educate and engage our
customers/prospects?
PPC – Google Ads – Develop a campaign Architecture – keyword research – bid on
phrases that you want to dominate – Create and Optimise Ads etc… you can use
tools such as https://www.karooya.com/expanded-text-ad-preview-tool to mock up
ads (make sure to use ad extensions)
Display & Video Advertisement – useful to create awareness of the business in a
visual sense you can target Third party publishers, Youtube etc.. – Google Display
Network (3M+ websites, 100ks of Apps, All of Youtube, GMAIL etc..) Create and
target Display campaigns – Audience Targeting, Topics (content), Placements.
Discuss using Remarketing to target users who have visited the site previously or
have interacted with you on other channels such as FB, Insta etc.
Control – Budget and measurement
Develop a Budget for a period of time – create a timeline of activities for 3-6 months
Budget is make up of – Media spend, Time/Resources, Production (Website, videos),
Licensing/subscriptions
Measurement – Projections and identifying to help you measure
Include References and Appendices
The assignment is to create a complete Digital Marketing Communications Plan for Adaptafashion using the SOSTAC and RACE frameworks. You’ll research the brand and its market, then structure your report with sections covering an executive summary, business overview, project scope, situational analysis (including SWOT, competitors, and digital audit), objectives (using RACE to set measurable KPIs), strategy (personas, value proposition, and campaign idea), tactics and actions (specific channels, sample content, keywords, timeline, and responsibilities), control (how success will be measured), an indicative 3–6 month budget, and a conclusion. The goal is to show how Adaptafashion can raise awareness, drive engagement, and boost conversions through an integrated digital strategy, supported by clear evidence, visuals, and proper references.
Detailed summary:
Assignment: Digital Marketing Communications
Company chosen: Adaptafashion
Company website: https://adaptafashion.ie/
Proposed Structure of Project
1. Exec Summary
2. Overview of Business
3. Scope of Project
4. Situational Analysis
5. Business Objectives & Digital Goals
6. Strategy – Persona Definition and Value Proposition (I already got 4 in mind. The independent senior, Young fashion, temporay disbaled/Recovering Persona, and the Caregiver)
7. Channel Strategy
8. Measurement
9. Indicative Budget
10. Conclusion
11. References/Sources
12. Appendices
SOSTAC Digital Planning Framework
Quick Summary of key components of SOSTAC model and ideas of what elements you can
include in your project.
SOSTAC Framework
S-ituational Analysis (Where are we now?)
Business Overview,
Brief Market Analysis,
Digital Audit (Channels that you are using – assessing them),
Competitor Analysis,
SWOT/TOWS,
Brand Analysis, Values, brand story etc..
O- bjectives (What are we trying to do?) (RACE MODEL)
Scope of your project – whats in and whats out? Do you have an encompassing idea
to promote the brand/business?
Are you targeting certain countries ? Good idea to focus on certain geographic areas.
Look at your objectives through the lens of the customer journey
Use the RACE Model
R-each Customers (Raising Awareness) Top of Funnell
A-ct – Activate your prospects (get them engaging with your content –
ONLINE – website, remarketing, Ads, blog, etc..)
C-onvert – get them to take an action that is of value -> phone call, lead,
enquiry, buy, drive them in-shop (Calls to action)
E-Engage – Engage with your Customers post-sale –
Loyalty/Retention/Advocacy – Earned Media
Business Objectives –> Digital Goal -> Channel – KPI (metric) -> Target
S-trategy –
Overarching Comms Strategy – do we have a hook or set of ideas that we are going
to use to communicate for the campaign? What is our big idea for the project?
Segmentation, Targeting and Propositions
Identify your segments and then Develop your Personas - Target
Audience – create archetypes – give them clear definition (bulls eye targets) –
B2C – target the individual/B2B (firmographics – targeting the role not the
individual)
Think about – socio-economic, demographics, aspirations, needs, interests,
goals, problems, psychographics, lifestyle, customer lifetime value – possibly
create a Negative Persona (who you don’t want to target – particularly for
Premium/Luxury Brands)
Identify clear identify of the business (voice, tone of voice, content marketing
strategy, personality)
Create Value proposition – what is that differentiates your business, your product,
your service from anyone else – try and communicate this to your audience
Map Personas to Channels to use (Channel differentiation across your personas)
Customer Lexicon
Tactics and Action ->Which channels are we going to use for the campaign
Website – UX, Aesthethic, Functionality, Navigation, CTAs
Are we going to Using an App?
Carry out some keyword research so that we have an idea of what kind of phrases
are audience are searching for – look for brand search, related words, and
competitors also.
SEO – Search Engine Optimisation (How can we optimise the site to give us the best
opportunity to rank well for certain phrases – SEO Template, Recent/Frequency
(Blog), Speed, Mobile, Link Building
Blog – long form content strategy (SEO play) – Expand your digital footprint – creates
a much wider pool of phrases that you rank for (Search Engines tend to like blogs). Is
there an opportunity to create blogs/resources to educate and engage our
customers/prospects?
PPC – Google Ads – Develop a campaign Architecture – keyword research – bid on
phrases that you want to dominate – Create and Optimise Ads etc… you can use
tools such as https://www.karooya.com/expanded-text-ad-preview-tool to mock up
ads (make sure to use ad extensions)
Display & Video Advertisement – useful to create awareness of the business in a
visual sense you can target Third party publishers, Youtube etc.. – Google Display
Network (3M+ websites, 100ks of Apps, All of Youtube, GMAIL etc..) Create and
target Display campaigns – Audience Targeting, Topics (content), Placements.
Discuss using Remarketing to target users who have visited the site previously or
have interacted with you on other channels such as FB, Insta etc.
Control – Budget and measurement
Develop a Budget for a period of time – create a timeline of activities for 3-6 months
Budget is make up of – Media spend, Time/Resources, Production (Website, videos),
Licensing/subscriptions
Measurement – Projections and identifying to help you measure
Include References and Appendices