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1.Your Task
Produce a report that proposes and justifies a Digital Marketing Strategy for The Mumbles Clinic.

Deadline: 11AM Monday 10th March – Submission via Learning Central

The Client:
The Mumbles Clinic is a hair restoration and facial aesthetics company based in Swansea, South Wales.
The Clinic ethos is simple: “put the patient first in everything we do, once you do this everything else falls into place”. The Clinic stives to provide professional, excellent, honest, ethical and considerate service and wants to further build its reputation for excellence.
Website: Mumbles Clinic – Hair Transplant Clinic, Wales

Client Goals:

The client would like you to develop a digital marketing strategy that helps them achieve the following broad goals:

1.Increase brand awareness among the target market(/s).
2.Increase website traffic
3.Drive conversions (e.g., consultation bookings, treatment bookings)

You must propose and justify a strategy that will: a) combine multiple digital marketing techniques to enable the client to achieve these goals, b) explain in detail how the company should implement these techniques, and c) discuss how the client can monitor and evaluate the effectiveness of your proposed strategy.
For your individual digital marketing strategy, you are expected to develop three SMART (specific, measurable, achievable, realistic, time-bound) objectives based on these broader goals.

Target Market:

The client is targeting those living in Swansea and the surrounding areas. The client has two distinct customer profiles:
Customer profile #1 (Facial Aesthetics): Women aged 25-45
Customer profile #2 (Hair Restoration): Men aged 20-50

You may choose one or both consumer profiles to target in your strategy and must justify your choice.

Budget:

The client has a monthly digital marketing budget of ￡400. You can choose to allocate your budget to existing (i.e., website) or new digital platforms (e.g., social media, email, SEO).

Guidelines:

Due to the nature of medical practices, the field is heavily regulated to ensure the well-being and safety of practitioners and customers. As such, please be mindful of the following when developing your digital marketing strategy:
Do not make any false claims
Do not advertise any special offers or limited time deals
Do not show “idealised” people in advertisements
Do not use trade names (e.g., “BOTOX”)
Do not use any “before and after” photographs without client consent

2.Report Format

The report should be written and presented in a professional style appropriate for presentation to the client, The Mumbles Clinic. You may create/use tables, diagrams, images, and infographics to make your report more engaging, and to communicate your proposed strategy more effectively.

Word Limit:

The report should be 3,500 words long (+/-10%). The cover page, contents page, reference list and any appendices are not included in the word count; however, all other content is included (including figure headings, tables and in-text citations). Use appendices only when absolutely necessary.

Cover Page:

Must include:
Report title
Student number
Module code (BST240) and name (Digital Marketing)
Word count

Contents Page:

A list of section headings and sub-headings with corresponding page numbers.

Reference List:

Follow the Cardiff University Harvard referencing style.

3.Indicative Report Contents

Introduction:
(150-250 words)

Introduces the structure and contents of the plan and provides a background to the report. This should be brief and to the point (e.g., you don’t need to tell the client about who they are).

Situational Analysis:
(800-1,000 words)

In this section, you will conduct an audit of the client’s internal and external digital environments. The macro (e.g., PESTEL), micro (e.g., Porter’s Five Forces) and internal (e.g., SWOT) analysis should be conducted in tables/figures and summaries of the analysis should be briefly discussed in the main body of your work.

Strategy & Tactics:
(1,600-2,000 words)

The strategy is the overarching theme that brings all subsequent tactics together and discusses how the client’s goals will be met. You must define your specific (SMART) objectives based on the client information and your situational analysis.

The tactics are the specific details about how the strategy will be executed and the objectives will be met. Here you will discuss precisely when and how each of your proposed digital marketing techniques should be implemented.

In this section you should also discuss the budget (and resources, if applicable) forecasted, as well as a timeline of your proposed strategy.

Evaluation & Control:
(200-300 words)

Here you will discuss the digital marketing metrics the client can use to monitor and evaluate the performance of your digital marketing strategy. You may also discuss any contingency planning that should be in place in order to ensure the successful execution of your strategy.

Conclusion:
(100-200 words)

Here you will provide a summary of your digital marketing strategy.