Assignment #2 BRIEF –

A
Digital Marketing Audit (20%) (Group)

1
 Assignment #2 brief: Digital Marketing Audit (20%) - Group work
INSTRUCTIONS:
▪ You will audit the current communication channels from the brand your group is assigned to the “luxury category” and its competitors (current
state) in the North American marketplace (Canada and USA). Your brand will be either be Louis Vuitton, Gucci, Chanel, Dior, Dolce and
Gabbana(D&G) and Fendi. Check the brand your group is assigned to in the team formation slide of this ppt.
▪ Read the suggested articles in the following slides, research your company’s website, social media channels, and its key competitors’ ones.
▪ You will have 20 minutes to present
• Flexible on # of slides (keep in mind you have maximum of 20 min)
▪ Choose 1 or 2 presenters (there is no need for all team members to present). Choose another team member as the discussion lead.
• All team members need to have their camera ON during the group’s presentation (similar to what is excepted from professionals
presenting in corporations in the marketplace – remember, this is a good training ground for you to practice your online presentation
skills!).
• If you can’t attend your presentation day, you will get a zero. If you foresee issues with attending the class on the presentation day (Wk 7,
October 15th 10:45am-1:25pm EST)
• No free riders will be allowed. All students will have to complete a self and peer assessment survey (confidential, only your professor will
have access to it). If you don’t answer the survey, you get a zero in the assignment, despite your participation.
▪ Templates:
• The only template mandatory using is template #2 for buyer persona
• The other templates are for reference only
• Template # 3’s (competitive audit) purpose is to show you what metrics you have to use in order to compare the brands. You need to
compare the brands AT LEAST in all these metrics. You don’t have to use the template provided in the slides you are presenting in your
powerpoint presentation (just make sure that your presentation is well organized with section, sub-sections, key data and images). Present
only the most important points and key insights from your audit – you will not have time to present the entire audit. Add the entire detailed
audit in the appendix of your presentation as your professor will mark you on the detailed audit (from the appendix), and in the presentation
of your key insights from the audit.
 Assignment #2 brief: Digital Marketing Audit (20%)- Group work
SECTIONS in your presentation:
(CS) Current state:
1. Overall Branding strategy: What is your brand’s mission, vision, target audience/s, brand positioning, POD (point of differentiation) and
competitive set in the Canadian marketplace? 2 competitors in the Canadian marketplace.
2. Competitive audit: Prepare a competitive audit/comparison of your brand and the 2 competitors on Business, Brand and 4Ps (with 70% of focus
on Brand and Communication, but must include product, pricing and place also) – Reference template #3 in appendix. Present only the most
important points and key insights from your audit – you will not have time to present the entire audit. Add the entire detailed audit in the appendix
of your presentation as your professor will mark you on the detailed audit (from your appendix), and on the presentation of your key insights from
the audit.
3. Buyer Personas: Describe what are the 3 Buyer Personas from your brand. Complete the Detailed Buyer Persona Profile (Template 2) for at least
one of the Personas. – Use template #2 in appendix.
• Make sure to add citations whenever using any external report/article. Please use asterixis (*) or numbers (e.g., (1), (2)…) in your buyer
persona slides to indicate where you gathered the data/information from.
4. Content pillars and content calendar:
4.1. What are the 3 content pillars for organic content for your brand? You can use Template #1 for the organic content portion or the Template
#1.2 which is a real-world brand example (not mandatory but recommended).
4.2. Deconstruct the organic content calendar your brand used for Q4 2021 (Oct to Dec 2021) outlining the frequency they have posted, in which
social media channels, and under which content pillars. You will create a content calendar with these posts as if you were planning the content
calendar before the posts went live (assume you were planning this content calendar in Jan 2021). Show some of the posts in your presentation
with print screens. If your brand didn’t post anything in Q4 2021, do this exercise for the entire 2021 year instead.
5. Digital communication plans (paid campaigns) - In the past 3 years (2019 to Feb 2022), has your brand launched digital communication
campaigns (paid campaigns) either in the Canadian or US marketplace? Share what were the campaigns’ names, big ideas, what were the brand
and campaign objectives, what were the digital channels they used in their media plans (e.g., search, influencers, PR, video, etc), and results (if
you can find them). Don’t forget to add the links to the videos and articles. If you can’t find information about previous campaigns, please explain in
your presentation and share why you believe your brand hasn’t invested in communications in the past years.
6. Q&A/TPQ: A thought-provoking question (TPQ) to spark a discussion with your audience.
Evaluation criteria

Evaluation criteria Points

CONTENT: Quality of section 1 (CS – Overall Branding strategy) 10
CONTENT: Quality of section 2 (CS – Competitive audit) 15
CONTENT: Quality of section 3 (CS – Buyer personas) 20
CONTENT: Quality of section 4 (CS – Content pillars and content calendar) 20
CONTENT: Quality of section 5 (CS – Paid campaign) 20
CONTENT: Quality of the thought-provoking question to spark a discussion with your audience (it can’t be a yes/no
question). Adding the thought-provoking question to the Discussion Board post so that your colleagues can see the 5
question before your presentation.
QUALITY OF PRESENTATION AND TEAMWORK: group work, presentation and leadership to lead the Q&A. 5
PROFESSIONALISM: professional looking presentation, organized, no Grammar errors, no plagiarism*, use of images to
showcase campaigns from audit, correct usage of citations and adds reference list, full engagement, delivery of digital
document in Blackboard by due date specified in the brief document; Pdf/ppt is not larger than 10Mb (file has to be lower 5
than 10Mb). If your file is bigger than 10Mb, you will get a zero in your assignment as SafeAssign can't run the Plagiarism
report in files that are larger than 10Mb.
TL 100

*Write the answers in your own words. Answers that are copied and pasted from internet or colleagues previous work are caught
by SafeAssign and are considered plagiarism.
**Free-riders will be penalized. All students will have to complete a self and peer assessment survey right after the presentation is
complete in the virtual class (confidential, only your professor will have access to it). Each team member may receive a different
mark in this assignment pending on the score earned in the peer evaluation survey. If you don’t answer the survey, you get a zero
in the assignment despite your participation/contribution.
***CS = Current State
Assignment #2 - Reading Guidance:

Consult:

1. Reports through Seneca Library about the ‘luxury fashion industry” industry/category and companies
such as IBISWorld and Marketline advantage reports.You will have to look for reports. Note that
category names may change depending on the source of information you are using/reports.
a. (Note: You have access to these reports through the Seneca library. In the “Appendix - Where to
look for Industry and company information?” sub-section of this brief’s appendix, you will find
guidance on how look for Industry and company information in the Seneca Library. You can also
rely on the attached file named ‘Appendix_LibraryWorkshopMRK106_Q4 2019.pdf’ provided by
the Library).
2. Your brand and its key competitors’ websites, social media channels, etc.
3. And other reports and articles you will select to read based on your research online.
Team Formation

Group # Your brand Date you will present

Group 1 (G1) Louis Vuitton W7 (October 15th)
Group 2 (G2) Gucci Same as G1
Group 3 (G3) Chanel Same as G1
Group 4 (G4) Dior Same as G1
Group 5 (G5) Dolce and Gabbana Same as G1
Group 6(G6) Fendi

o r t h is course.
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This is t e c h an g
No mor
 For all group assignments:
Every student will have to answer a peer assessment/survey
after the presentation.
As per the School of Marketing Professionalism Policy,
free riders will be penalized.

Digital Marketing II (MRK644SAA) - Peer evaluation form

• Document will be posted on the week of the presentation
• Peer evaluation due Thursday October 17th 11:59pm EST
• If you don’t answer the peer assessment by the due date, you will also receive a zero.
Appendix
A

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Appendix – Content
A pillars

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 Your
High-level Digital content strategy template brand’s logo
(Template 1) BRAND:
Target audience
Business
Business strategy
WHAT - Campaign objective

Consumer insight
Paid
Interpretation of trends in human behaviors
content
Big idea/Creative idea
WHERE - Media Plan
WHO - Buyer persona description
High-level, who is this person? 1: 2: 3:
HOW - Content pillars

HOW - CONTENT STRATEGY (Content is king)

What will you publish? E.g. List of tips, recipes,
infographic, pros and cons, etc

Organic WHERE - DIGITAL TACTICS

content Blog, Twitter, YouTube, email newsletter, e-book,
Facebook, podcast, etc

WHEN - When to post

WHAT - SCORECARD –
GOAL RESULT GOAL RESULT GOAL RESULT
Content objective - e.g.*
No. of purchases*
No. of new followers*
No. of enquiries*
No. of downloads*
*These are just examples of metrics. You need to find the most relevant to track for your content based on business/campaigns objectives.
Häagen-Dazs 2019 communication content pillars
(a real-world example) (Template 1.2)

PRODUCT RELATED FOOD INSPIRATION Consumption moments Culture/arts inspiration

Definition Line ups, flavours, innovation Recipes, pairings For me, bonding with others Arts, culture, music

Objective Educate consumers on product Inspire consumers on recipes and Inspire consumers to find moments for Inspire consumers to believe that
offerings (flavours, line ups, innovation pairing ideas themselves (mindfulness) and/or anything is possible
etc) appreciate time spent with loved ones

Why HD elevates the simple to -HD enables connection to the -HD enables connection to the present HD supports passionate people who
extraordinary present moment moment, advance culture (upcoming local artists)

-HD elevates the simple to -HD enables a sense of celebration of my

extraordinary life and journey to self-fulfillment.

How Modern art, modern graffiti (street art)

Examples

arlin_graff badbloodclub
e.g.Cbc arts
Appendix – Buyer
A persona

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 Buyer persona template (Template 2) Add your
Add the persona’s
brand’s logo
[Add the persona name here] here
picture here
Key insight/quote from persona About your persona
E.g. ‘I worry about family expenses and would really like to keep my monthly expenses low” A short description of who she is
Personal background (Demographic)
• Age: xx Buyer journey:
• Location: xx • If online: xxxxxx
• Language: xx • If offline: xxxxxx
• Education: xx
• Occupation/job title: xx
• Average income: xx
Buying behaviour (Behavioural)
• Life stage: xx
• Buying frequency: xxx
• Marital status: xx
• Who do you trust? Tops Influencers: xxx
• Kids: xx • Buying methods: xxxx
• Keywords you type into Google: xxxx

Communication/news preferences:
Interests and lifestyle (Psychographic) • Devices used: xxx
• Interests: xx • Preferred communication tool: xxx
• Out of home or mainly at home? xx • Media I rely on: xxx
• Weekly activities/Habits/Activities: xxx • Where are you? (Social media, blogs): xxx
• Motivators: xx • Best time to reach me in SM: xxx
• Preferred music style: xx • Preferred tone of voice: xxxxx
Customer Pain points /challenges (Why are they buying Customer goal (What does the persona need or want to How your business can help?
• Top movie: xx from you?) do?)

• Famous people that admire and why: xx Example: We have trouble keeping our fans on social media We want to be able to engage our social media audience Hootsuite allows you to schedule posts and messages across
engaged because we only have so much time to dedicate to and save time. networks from a single dashboard.
• Success means: xxxx each network.

Pain point #2 Goal #2 Your solution #2

Pain point #3 Goal #3 Your solution #3

Buyer persona template (Template 2)
[Jane coffee lover] – An example…
Key insight/quote from persona About your persona
‘I love trying new coffee blends at home but struggle on how to choose my blends so that I don’t I’m a coffee lover as go to premium coffeeshops every day to
waste money in a variety I will not finish if I don’t like it” drink my cappuccino or americano, and I love my family,
Personal background (Demographic) hiking and jogging.
• Age: 35 years old Buyer journey:
• Location: Toronto, Canada • If online: Search online > Read reviews > Buy online > Try/consume > Post review
• Language: English, Spanish, French • If offline: Search online > Visit store to see the look and feel of products and its
• Education: Post-graduate level competition > Buy in-store > Consume > Post reviews
• Occupation/job title: Data analyst
Buying behaviour (Behavioural)
• Average income: $80k/year
• Buying frequency: once every 2 weeks
• Life stage: couple (married, no children)
• Who do you trust? Tops Influencers: sister, best friend John and Social Influencers
• Marital status: married
such as Simon Sinek
• Kids: 0 • Buying methods: usually by e-commerce (Amazon) or in-person (visiting Sobeys,
NoFrills or coffeeshops)
Interests and lifestyle (Psychographic)
• Keywords you type into Google: best coffeeshops, coffee blends etc
• Interests: hiking, jogging, music, FAMILY
• Out of home or mainly at home? I have dinner in restaurants Communication/news preferences:
3x/wk and go to premium coffeeshops every day, but also • Devices used: Laptop, smart phone and Ipad
have a fancy espresso machine and cook at home • Preferred communication tool: email
• Weekly activities/Habits/Activities: street jogging (2x/wk), • Media I rely on: Globe and Mail
Pilates (1x/wk), visiting my niece (2x/wk) • Where are you? (Social media, blogs): Instagram, Twitter & Linkedin
• Motivators: People’s happiness and social responsibility • Best time to reach me in SM: nights (6-9pm)
• Preferred music style: Indie Rock • Preferred tone of voice: expert or fun
Customer Pain points /challenges (Why are Customer goal (What does the persona need or want to do?) How your business can help?
• Top movie: Forrest Gump they buying from you?)

• Famous people that admire and why: Tom Hanks due to his I love medium roast coffees that are premium, I want to be able to find a portfolio of 4 to 5 blends that meet my Sampling kit medium roast – Lavazza offers a Medium Roast
integrity but have a hard time finding new brands that I
will like.
taste profile, so that I can always choose from these options sampling kit to consumers that allows consumers to try different
blends and define which ones like most.
• Success means: influence people while earning $100k+ and
having work-life balance I don’t have time to go to different retailers
looking for the coffee blends I like
I would like to be able to find all options I like online with a
subscription option so that I don’t have to worry about when I
Subscription box - Lavazza offers a Coffee Subscription box to
consumers looking for convenience (ecommerce delivery) and not
will be out of coffee in my house having to worry about frequency of delivery. This is all set up when
Appendix – Competitive
A Audit

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Competitive Audit template (Template 3)
(You don’t have to use this table necessarily, but need to make sure that all metrics below are in
your presentation)

Brand 1 (add logo) Brand 2 (add logo) Brand 3 (add logo)

Company's mission
Company's vision
Total revenue in Canada
BUSINESS
Number of employees in Canada
OVERALL
Target audience
Company's culture
Business models (e.g. Coffee bag through e-commerce, brick and mortar coffee shop space, subscription box etc)
Brand positioning
POD - Point of differentiation vs competition
(same thing as USP (Unique selling proposition))
BRAND
Visual identity (logo, color pallete and typography - if you can find this information)
Brand tone of voice ~ Brand Personality
Social responsibility (What are the stamps they carry? DO they communicate them to consumers?)
Product line up and product mix (# of coffee blends and single origins)
Different formats and sizes (e.g. 340g and 500g)
PRODUCT
Different business models (e.g. gift bags and subscription model)
Other coffee products sold - which ones
Pricing strategy
PRICING
Average price per product size (e.g. 340g coffee bag for $18, $39 for subscription box with 2 coffee bags/month)
Market coverage: NATIONAL or only REGIONAL presence
PLACE / Brick and mortar store (Y/N) and Number of stores
CHANNEL/ Store location/s
DISTRIBUTION Online channel presence
(e.g. owned e-commerce channel or through Amazon?)
Competitive Audit template (Template 3 continued)
(You don’t have to use this table necessarily, but need to make sure that all metrics below are in
your presentation)
Latest communication campaign in Canada
Brand 1 (add logo) Brand 2 (add logo) Brand 3 (add logo)

(add campaign name, print screen/video and link to campaign)

Buyer personas (identified in Social media channels and website) (3 buyer personas)
Content pillars (identified in Social media channels and website) (3 content pillars)
Communication channels
Website
Newsletter/Email marketing
Influencer marketing and PR (public relations)
PPC (Paid search)
Paid digital media campaign in Canada? How do you know?
Social media channels
1.INSTAGRAM (add profile name)
# of Followers
Frequency of posts
Average Engagement rate
2.FACEBOOK (add profile name)
# of Followers
Frequency of posts
Average Engagement rate
3.TWITTER (add profile name)
# of Followers
PROMOTION / Frequency of posts
COMMUNICATION Average Engagement rate
4.LINKEDIN (add profile name)
# of Followers
Frequency of posts
Average Engagement rate
5.PINTEREST (add profile name)
# of Followers
Frequency of posts
Average Engagement rate
6.TIK TOK (add profile name)
# of Followers
Frequency of posts
Average Engagement rate
7.SNAPCHAT (add profile name)
# of Followers
Frequency of posts
Average Engagement rate
Traditional communication channels (TV, OOH Out of home media, etc)
Any others?
In-store communication tactics (In-store)
Customer service (for example: return policy, 24/7 customer service online etc)
Guidance on Library tools for PERSONA DEVELOPMENT:
Research on segmentation and consumer preferences

• There are a few databases that could support research on segmentation. This tab on the Library’s Advertising / Marketing
subject guide lists some of the best options: Segmentation: Psychographic & Behaviouristic. -
https://seneca.libguides.com/c.php?g=226187&p=1502234

1. Passport GMID has country-level reports and data on consumers (for example, Consumer Types in Canada, Households in
Canada, etc.). In Passport GMID, there are a few different ways to find reports – keyword search, select a topic under the
Consumers menu at the top of the page, or use the ‘Search Analysis’ tile on the homepage (see screen-cap in the next slide
– tick next to ‘Economies and Consumers’ and then use the drop-down menus to select criteria). You can choose
LIFESTYLES and choose any of the reports to collect interesting data on ‘Consumer types’ in Canada. Or you can
choose POPULATION and choose any of the reports to collect interesting data on ‘population changes’ in Canada.
2. Mintel also has consumer information, often focused on specific demographics or categories (for example, the Luxury
Consumer – US, Marketing to Millennials – Canada). In this database, users can search for keywords or browse for a
specific demographic category (see screen-cap in the next page). For example, select MILLENNIALS (if your demographic
target audience is millennials), then select CANADA for REGION and read the reports.
3. For Canadian consumers, Vividata has data at a granular level. Vividata allows users to build tables of data based on
demographic criteria, as well as lifestyle and attitudinal data, etc. Once you sign in, click Vividata SCC – Fall 2019, to go to
the table-building page. The Library is troubleshooting some issues with this database at the moment, but if you follow the
guidance above you will probably not have issues.
4. You can also use any other articles and reports that you find in the Library website, or in your online searches (as long it’s a
reliable source e.g. media companies)
Guidance on Library tools for PERSONA DEVELOPMENT:
Research on segmentation and consumer preferences
Passport GMID – Search analysis Mintel - Demographics

* Guidance provided by Emily Funston - Librarian, Liaison for Seneca Business – Feb 2020
 Guidance on Library tools for PERSONA DEVELOPMENT:
Research on segmentation and consumer preferences
Vividata (granular level to guide market potential analysis and interests in % of population)

Guidance provided by Emily Funston - Librarian, Liaison for Seneca Business – Feb 2020
Appendix - Where toAlook for Industry and
company information?

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Where to look for Industry and company information?
▪ Through the Seneca Library, you have access to many different data bases. Some of them that might
be useful are below.
▪ How to search?
• E.g., if searching for espresso machine category, try searching for ‘espresso machines’, ‘coffee
machines’, etc
• E.g., if searching for Breville as the company/brand,
xsxs try searching for ‘Breville’
▪ INDUSTRY:
• IBIS World Canada
• Statista
▪ COMPANY/BRAND:
• Marketline Advantage
• Statista
https://library.senecacollege.ca/