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******* PLEASE READ INSTRUCTIONS and FOLLOW RUBRIC ASSIGNMENT****** Objectives: Establish an analytic framework to evaluate performance of a digital marketing campaign Identify important digital marketing metrics and establish KPIs for a successful campaign Develop a campaign budget Plan and coordinate marketing initiatives across a spectrum of marketing channels Instructions: Sections 9-12 This week, you will develop Part 3 of your Digital Marketing Strategy. The goal of this assignment is to demonstrate your understanding of campaign integration, finances, and measurement.      For this assignment, you will submit a 3-4 page APA paper that includes your integrated marketing strategy, marketing budgets, KPIs and analytics.   Section 9: Integrated Marketing Strategy Describe how you will use integrated marketing communications to optimize and send a consistent message to your target audience.  How will you integrate messages and media to develop a holistic marketing approach?  How will you time the messages so they operate to support each other and reach potential customers? Section 10: Campaign Budget Using the Marketing and Advertising Year 1 Expense from your Proforma Statement in Entertainment Business Finance (last months class,) conduct research and determine a realistic year-long marketing budget for your campaign.  Typically, a business will not spend more than 20\% of their sales on marketing and advertising.  Develop a table or pie chart that includes the total annual cost and individual costs associated with each marketing channel (both digital and traditional,) labor expenses, and other direct expenses.  Be sure to also include some funds to cover networking expenses like association dues, networking event fees, etc.   Remember, this budget will be part of your overall start-up costs and expenses for your updated Business Plan in Final Project.  Section 11: KPIs  Provide the best metric, or key performance indicator, that will be most useful in determining EACH marketing channels activities are successfully helping you accomplish your objective.  Be sure to identify the following for EACH marketing channel: Objective Goal KPI Target Section 12: Analytics Describe your measurement plan and provide specific details of how you will measure and assess the campaigns success.  What tools will you use to measure your KPIs and what objectives need to be achieved? Research Requirement Cite the research using APA in-text citations. Add the full APA reference to the references list at the end of the document, on the References page. Do not include the full APA reference inside the body of the document.Budget & KPIs 2 Strategy Pt 3: Budget & KPIs for Tatum Studios Inc. Barbara Tatum Full Sail University March 21, 2021 Running head: Budget & KPIs 1 Strategy Pt 3: Budget & KPIs for Tatum Studios Inc. Section 9: Integrated Marketing Strategy Comment by Spellman, Daniel [C]: 18/25- As per the grading rubric, you are In ensuring consistency in communications made to the target audience through the messages sent from the organization, integrated marketing communications will be used at an optimum combination. This will involve the use of both traditional marketing channels and the digital marketing channels (Valos et al, 2017). This “includes the use of social media platforms such as Facebook, Twitter and Instagram”, the use of search engine platforms and mass media such as Television. In using the integrated marketing channel, a series of steps will be used which begin with classification of the identified target audience of the marketing messages. This will involve identifying the specific characteristics of each segment of the target audience based on the demographic factors such as age, professional status and income levels. Understanding the characteristics of each group will enable Tatum Studios, Inc. determine the most appropriate message and mode of transmission that is most suitable (Camilleri,2018). The second step in using the integrated marketing communication is developing a situational analysis based on the strength, weakness, opportunity and threats that can affect the Tatum Studios brand. This would be necessary in determining the most effective strategies to use for maximum output. Tatum Studios, Inc. will then determine the budget in implementing the combined marketing channels based on the available financial resources. After determining the budget, the studios will then determine the tactics and strategies to use in sending the messages to the different categories of target audience. In ensuring there is effectiveness and efficiency in the use of the integrated marketing channels, there will be regular evaluation and measurements of the effectiveness of each marketing method using key performance indicators. Comment by Spellman, Daniel [C]: This section is redundant- You did a SWOT analysis in Section Two and Three. Comment by Spellman, Daniel [C]: Comment by Spellman, Daniel [C]: This is not needed for this section. Based on the characteristics of the target audience, messages will be uploaded at the same time on the social media platforms and the search engines. This will ensure the primary and secondary customer segment which comprise of young people and who are likely to be on social media can access the messages on time. Digital search engines will ensure the decision makers, most of whom rely on search engines while at their workplace access the information on time. After sending the messages through social media and search engines, mass media suFULL SAIL UNIVERSITY | EBMS DIGITAL MARKETING (MAR681) Week 3 Assignment - Part 3: Budget and KPIs (16\%) Page 1 of 3 Objectives: • Plan and coordinate marketing initiatives across a spectrum of marketing channels • Develop a campaign budget • Identify important digital marketing metrics and establish KPIs for a successful campaign • Establish an analytic framework to evaluate performance of a digital marketing campaign Instructions: Sections 9-12
 This week, you will develop Part 3 of your Digital Marketing Strategy. The goal of this assignment is to demonstrate your understanding of campaign integration, finances, and measurement. For this assignment, you will submit a 3-4 page APA paper that includes your integrated marketing strategy, marketing budgets, KPIs and analytics. Section 9: Integrated Marketing Strategy Describe how you will use integrated marketing communications to optimize and send a consistent message to your target audience. How will you integrate messages and media to develop a holistic marketing approach? How will you time the messages so they operate to support each other and reach potential customers? ….Continued on page 2 FULL SAIL UNIVERSITY | EBMS DIGITAL MARKETING (MAR681) | Budget and KPIs Page 2 of 3 Section 12: Analytics Describe your measurement plan and provide specific details of how you will measure and assess the campaigns success. What tools will you use to measure your KPIs and what objectives need to be achieved? Research Requirement Cite the research using APA in-text citations. Add the full APA reference to the references list at the end of the document, on the References page. Do not include the full APA reference inside the body of the document. Deliverable When your paper is complete, save it as a Word document. Name your file LastnameFirstinitial_DMKPart3.doc and upload it to the FSO platform before the deadline. Section 10: Campaign Budget Using the Marketing and Advertising Year 1 Expense from your Proforma Statement in Entertainment Business Finance (last months class,) conduct research and determine a realistic year-long marketing budget for your campaign. Typically, a business will not spend more than 20\% of their sales on marketing and advertising. Develop a table or pie chart that includes the total annual cost and individual costs associated with each marketing channel (both digital and traditional,) labor expenses, and other direct expenses. Be sure to also include some funds to cover networking expenses like association dues, networking event fees, etc. Remember, this budget will be part of your overall start-up costs and expenses for your updated Business Plan in Final Project. Section 11: KPIs Provide the best metric, or key performance indicator, that will be most useful in determining EACH marketing channels activities are successfully helping you accomplish your objective. Be surBudget & KPIs Strategy Pt 3: Budget & KPIs for Tatum Studios Inc. Barbara Tatum Full Sail University March 21, 2021 Section 9: Integrated Marketing Strategy Integrated marketing communication is a concept that is used by organizations to integrate and coordinate and its many communications channels to deliver a clear and consistent message to the target audience (Finne & Grönroos, 2017). An integrated marketing strategy will ensure that the messages that are passed by the company are consistent and complement each other. Tatum Studios Corporation will use different tools of integrated marketing communications. One of the tools that will be used to communicate about the products and the services of Tatum Studios is advertising. Advertising is a means of communication with the users of a product or service and the target audience through an agent. Tatum Studios will advertise both on radio and TV. Tatum Studios will hold a TV and radio show in one of the most popular among the target customers. The TV and radio programs will run for a month. They will create awareness about the studio. It will also be a chance for the studio to show the target audience their values thus creating their brand. The corporation will also use social media to communicate with its customers. Tatum Studios will create social media accounts on Facebook, Instagram, Twitter, and YouTube. The messages that will be posted on the corporation’s social media sites will be consistent and it will communicate the values of the studio thus creating awareness (Tuten, 2020). Moreover, two members of the studio staff will be sponsored to join Mandy, Movidiam, and Shooting People to share targeted messages about the company. The company will also use digital public relations to promote information about itself. The studios will interview willing independent filmmakers once monthly. The interviewees will be asked to share the interview on their social media sites. Additionally, the company will start a blog series to educate independent filmmakers (Verčič et al., 2015). That will create awareness about the studio. Section 10: Campaign Budget Particulars Amount (In $) Sponsored SEO 2200 TV and Radio advertising 1500 Social Media Advertising 2750 Digital public relations 2500 Labor expenses 6000 Licenses 5000 Maintenance of Equipment 500 Rent 2000 Miscellaneous 1000 TOTAL 23,450 Section 11: KPIs In this section, the key performance indicators of all the marketing techniques that are used by Tatum Studios Corporation will be identified. The marketing techniques that will be used are search engine optimization, social media marketing, radio and TV advertising, and digital public relations. Objective Goal KPIs Target Search Engine Optimization To reach more than 1,000 people through the company’s website To increase the visibility of the studio and promote its brand. The com