37288 Digital Marketing Live Project Assignment/Coursework Remit - ABC Boat Hire | UOB

37288 Assignment/Coursework Remit: 

You have recently been appointed in the role of a Digital Marketing Consultant for ABC Boat Hire. In your role you have been tasked with creating a digital strategic plan to support ABC Boat Hire’s aspirations of increasing their brand awareness and market presence (appealing to a newer, younger family audience) and a plan to aid growth and increase year-on-year sales.
Please read the brief (enclosed) carefully and you will create some digital content that will be useful to ABC Boat Hire to help them achieve their aims.

Development of Digital Literacy Skills

In assignment one you created a strategic plan and focused on how ABC Boat Hire could  increase their market presence with a younger family audience. ABC Boat Hire want you to write some targeted, digital communications that will help promote and market ABC Boat Hire to a younger audience. 

Online Content Creation and Writing

Working on behalf of ABC Boat Hire you must complete the following –

• Produce and create content on behalf of ABC Boats for a TikTok campaign - create and write two TikTok videos (you can either make and produce the videos, or provide storyboards and scripts) – that helps promote and market ABC Boat Hire to a younger family audience. Significant thought needs to be given to ‘tone of voice’.

In addition to the TikTok campaign (two posts) select one of the following to help ABC Boat Hire to raise awareness of their business and hopefully will generate enquires to help them achieve an increase in sales (year on year). 

You need to select one of the following (from the list below) artefacts/copy to create (you have a choice):

• Produce and write content for a blog or create a video vlog that promotes ABC Boat Hire to a younger family audience. Significant thought needs to be given to ‘tone of voice’.
• Produce and write content for a press release about ABC Boat Hire that highlights and showcase their offering. The press release will be targeted at an outlet of your choice (remember they are wanting to target a younger family audience). Significant thought needs to be given to ‘tone of voice’.
• Produce and create a digital advertisement – you have a choice of creating either a video campaign for YouTube (make the advert, or produce storyboards for the advert) or produce and make a poster for a Billboard campaign using Canva that promotes ABC Boat Hire.

All artefacts/content must be written in English – this section of this task is equivalent to 1,000 words (for this task word count is about equivalency of effort to produce the digital artefacts/copy)

Individual Self Reflection (500 words)

• Write a reflective account on your digital learning and the development of your digital literacy skills. Critically reflect on your learning in this module, evaluating how the theories, concepts, and practical insights from the various guest speakers and digital agencies have helped you develop your digital literacy skills. Evaluate the potential impact on your personal and professional development.

In your individual self-reflective account, please consider and refer to:

• Draw on reflective framework (s)/model (s) to position your reflective account. If you are not used to being reflective it can be hard to know where to start the process. In the module (and foundations of digital marketing) we have explored many models which you can use to guide your reflection – see the Canvas page. Different people will be drawn to different models depending on their own preferences and experiences.
• Consider including images, videos and supporting material (multi-media) in your reflective account to illustrate your examples and argument.
• Recommend that your reflective account should be on-going throughout the module (possibly keep a diary or note down key times/incidents where you are developing your digital literacy skills). 

Digital Marketing Live Project

Digital Marketing Project Brief: ABC Boat Hire (Client of 3M Agency)

ABC Boat Hire are a UK Canal Boat Holiday company with over 40 years in business on the waterways. They provide beautiful canal boat holidays across 14 destinations across the UK. ABC Boat Hire are a long-standing client for M3. During Covid and a short while afterwards, the staycation market in the UK was booming but in more recent years, people are choosing to go back overseas for guaranteed sun. 

This has meant a shrinking market and declining growth for ABC Boat Hire. 

ABC Boat Hire would like to reconnect with a huge older market who enjoy the waterways and staycations whilst also appealing to a newer, younger family audience who may want to try a canal holiday during the summer season.

ABC Boat Hire seek to increase community engagement and repeat bookings whilst attracting newer, younger family audiences. 

They see the community engagement through:

• Organic Social
• Email marketing / nurture journeys
• Sponsored content
• Growth for younger audience: TikTok content and influencers.

The task is to develop a strategic plan for ABC Boat Hire with the aim of making UK canal boating a thriving destination for a family holiday. The digital plan should focus on:

• How ABC Boat Hire can increase repeat bookings (year on year)
• Create a TikTok strategy, that connects and inspire a younger audience (25-35) to engage with ABC Boat Hire and possibly book
• Increase ABC Boat Hire increase bookings overall by 10% (year on year)

Some useful links:

• Locations: https://www.abcboathire.com/our-locations 
• Types of boat: https://www.abcboathire.com/our-boats 
• Brand video here: https://www.youtube.com/watch?v=a_hPIXNBG1w

Module Learning Outcomes of 37288:

In this assessment the following learning outcomes will be covered:
LO 4. Explore the challenges and opportunities for an organisation’s digital marketing strategy.
LO 5. Develop digital literacy skills

Grading Criteria:

See Canvas for full grading criteria.

Feedback to Students:

Both Summative and Formative feedback is given to encourage students to reflect on their learning that feed forward into following assessment tasks. The preparation for all assessment tasks will be supported by formative feedback within the tutorials/seminars. Written feedback is provided as appropriate.  Please be aware to use the browser and not the Canvas App as you may not be able to view all comments.