Digital marketing plan & seo

• SEO
• Canva
• Social media marketing
• SWOT/SMART

In my final semester, I opted for a marketing-focused course to broaden my perspective beyond technical subjects. The key project was to develop a comprehensive digital marketing plan for an Australian brand, centered around social media strategy. The goal was to align the brand’s online presence with customer expectations by analyzing the voice of the customer (VoC), applying social media analytics, and crafting integrated marketing objectives.

Our team began by identifying the customer profile using the Strategyzer Value Proposition Canvas, uncovering what customers value, their challenges, and how the brand could better meet their needs. A SWOT analysis, informed by SEO tools and social media data, led us to propose a core marketing objective using the 5S framework and justify it using S.M.A.R.T criteria. With the objective set, we created a social-media-focused digital plan using the RACE framework, outlining four weekly campaigns for December, leveraging both paid and organic methods across major platforms.

Each campaign included post designs made in Canva and was backed by detailed reasoning within the RACE model. Finally, we estimated required resources for campaign execution—sourcing role-based salaries using SEEK.com.au to present a realistic budget. The project provided practical exposure to digital marketing tools and strategic planning, merging creative content with analytical insights.