Introduction
This portfolio work project, a digital marketing plan with a social media strategy, will help you demonstrate competency in digital marketing planning and measurement.
Scenario
The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan and brand presentation submitted in Units 4 and 7. They have now asked you to develop a Digital Marketing Strategy based on this work.

Your Role
You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.)
Requirements
Building on your prior work this term, develop a digital marketing plan using the SOSTAC© model. Your plan must address each of the SOSTAC© elements, including:
1. Situational Analysis
• Analyze the current situation in terms of customers, intermediaries, and competencies.
• Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence.
2. Objectives
• Develop specific measurable objectives for a digital marketing strategy. Where do you want your company to be?
3. Strategy
• Articulate short- (< 1 year), medium- (1 to 3 years), and long-term (> 3 years) digital marketing strategies. How do you achieve your objectives within these terms?
4. Tactics
• Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel?
5. Actions
• Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics.
6. Controls
• Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics?