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ClientPartnerManager - SR - ManagerProject (1) - 3

The project involves creating a strategic data-driven digital marketing plan for a chosen brand, focusing on developing a media brief and a presentation for client engagement. Part One requires outlining goals, trends, audience strategies, channel tactics, KPIs, and a planning timeline, while Part Two involves crafting a presentation that tells the strategic story behind the media plan. The project emphasizes understanding execution efforts, task prioritization, and the ability to communicate insights effectively.

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Viktar M
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8 views2 pages

ClientPartnerManager - SR - ManagerProject (1) - 3

The project involves creating a strategic data-driven digital marketing plan for a chosen brand, focusing on developing a media brief and a presentation for client engagement. Part One requires outlining goals, trends, audience strategies, channel tactics, KPIs, and a planning timeline, while Part Two involves crafting a presentation that tells the strategic story behind the media plan. The project emphasizes understanding execution efforts, task prioritization, and the ability to communicate insights effectively.

Uploaded by

Viktar M
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Client Strategy Interview Project

Role: Manager & Sr. Manager

Project Overview:
Develop the framework to plan a strategic data-driven digital marketing plan for a brand of your choosing.
This will serve as the base for a cross-channel recommendation to address your client’s core business
goals and challenges in their upcoming quarterly/annual planning review. You will be required to submit
two parts to your project:

● Part One- “Planning”: Create a media brief that will serve as an overview of the marketing plan,
as well as the source & foundation for your internal team’s “brainstorming” session.
● Part Two- “Develop”: Based on your media brief, create a high-level Powerpoint/Slides
introduction to frame up the story that you would present at an initial meeting with your main
points of contact on the client side (i.e mid-senior level executives, with a comfortable knowledge
of digital media).

Part One:
Based on the provided “client questionnaire” & ‘Brand Challenge’ below in Part Two, create a high-level (no
more than 2 pages) media brief. This doc should include the following:
● Overall strategy and goals
○ What are the goals for your brand?
● Macro and seasonal trends
○ Relevant trends and how they have/will impact the client
● Audience strategy
○ What audience targeting opportunities do we have?
● Core Channel considerations and tactics
○ What channels & tactics should be utilized based on our goals/best practice?
○ Why are these channels & tactics being considered?
● KPI alignment and success measurement
○ What metrics & KPIs will we be looking at to measure the success of our media plan?
● Please also include any internal brainstorming questions/thought-starters that would fuel
strategic thinking from your internal team during your internal brainstorming session
● Planning/Execution Timeline
○ If your meeting with the client is the day of your interview, what internal due-dates would
you set to ensure your team has enough time to address each part of the process from
planning-presentation

The purpose of this exercise is to understand how you can lead, develop and compartmentalize
execution efforts for strategic tactics across the account, including timelines and task prioritization.
You will be asked to “brief” the team in your group interview using the media brief you created above.

Part 2:
Based on the media brief created in Part 1, start creating the framework of what would become the
media plan presentation that you share with the client. This should be no more than 6 slides. Ensure that
your presentation utilizes your strategic insights and most importantly tells the story ("whys" and "so
what's") of how you plan to provide strategic solutions in order to meet their client business goals &
objectives

Below please find some initial parameters & insights to guide your media strategy & plan. Ultimately, you
have the flexibility to pull in additional industry trends, audience insights, best practices, etc, to build your
strategy & final recommendation. Note: this is all hypothetical so please use whatever data & research is
available to you.

● Brand Options (please select a brand that falls into one of the two categories below)
○ Option 1: Ecommerce (examples: retail, D2C, subscription, etc)
○ Option 2: Lead Generation (examples: education, home services, wellness, etc)
● Brand Challenge
○ This brand has low brand awareness compared to competitors in the space, in addition to
also not meeting aggressive revenue targets. They need a proper data-driven paid media
strategy that considers audience insights, industry trends, performance data, competitive
landscape and of course a sound measurement plan.
○ It will be important to consider key industry constraints and environmental impacts such
as privacy changes, increasing platform costs, politics/worldly events, supply chain
implications, etc.
● Budget
○ $20M base budget with opportunity for testing budget to be carved out appropriately
● Channel Considerations
○ Open to channels such as Paid Search, Shopping, Paid Social, Programmatic Display, OTT,
Influencer, Affiliate, etc. Note: the plan consideration does not need to include all channels

The purpose of this exercise is to demonstrate your ability to translate information to a deck format and
show your approach to storytelling.

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