The Publishing Pad, a company specializing in providing resources and tools for aspiring authors, seeks to enhance its online presence and engagement through a comprehensive digital marketing strategy. The goal of this project is to develop a strategic plan that leverages digital channels to increase brand awareness, drive website traffic, and boost user engagement. Learners will analyze current digital marketing trends, assess The Publishing Pad's existing online presence, and identify opportunities for growth. The project will involve researching target audiences, evaluating competitors, and proposing innovative digital marketing tactics. By applying classroom knowledge of digital marketing principles, learners will gain practical experience in crafting a strategy that aligns with the company's objectives and resources.

Key tasks include:

- Conducting a SWOT analysis of The Publishing Pad's current digital marketing efforts.

- Identifying target audience segments and developing buyer personas.

- Researching and recommending effective digital marketing channels and tactics.

- Creating a content calendar and suggesting content marketing strategies.

- Proposing metrics for measuring the success of the digital marketing strategy.

The project deliverables will consist of a comprehensive digital marketing strategy document tailored for The Publishing Pad. This document will include a detailed analysis of the current digital landscape, target audience insights, and a strategic plan outlining recommended digital marketing channels and tactics. Additionally, learners will provide a content calendar and a set of key performance indicators (KPIs) to measure the effectiveness of the proposed strategy. The final deliverable will be a presentation summarizing the strategy and its potential impact on The Publishing Pad's digital presence.