This is my Contemporary Marketing for Sustainability (CMS) subject assignment. It wasn't the best in the batch. But was able to get me through the 3rd stage of the PgDip of Marketing at SLIM, Sri Lanka. Feel free to use this for academic purposes only

1. Contemporary Marketing for Sustainability (CMS)
Assignment Topic Digital Marketing Strategy for TDA
Student Name H.D.S.T. PERERA
RegistrationNo 0000022260
June 2017 Examination
Postgraduate Diploma in Marketing
Sri Lanka Institute of Marketing

2. Assignment checklist & declaration
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Student Name
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Cover page with relevant colour code of the stage
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Stage 2 – Green
Stage 3 – Pink
Assignment checklist & declaration form ( This sheet)
Assignment marking scheme is attached
Assignment sheet is attached
Table of contents
Body of the assignment
References
Course fee paid in full (coaching/registration/exam and membership)
Exam registration completed
Assignment emailed to relevant email address
(You will receive an automated reply of receipt for the assignment. If you have
not received the automated reply, please verify with course coordinator. The soft
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rejectionof myassignment.
I, the undersigned, confirm that I have read and understood the statement about plagiarism
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Signature:_________________ Date: _________________

3. Assignment Marketing Scheme
June 2017
Subject Contemporary Marketing for Sustainability (CMS)
Student Registration No. 0000022260
Criteria Marks
Allocated Awarded
Aligning to the purpose of the assignment 20
Some of the answeraddressestothe purpose of the question 1-5
Thishas addressedthe purpose of the assignment 6-10
Has addressedthe purpose of the assignmentcoherently 11-15
Thishas addressedthe purpose of assignmentcomprehensively 16-20
Clarity of expression 20
An attempttoorganize ina logical manner 1-5
Satisfactory showingof logical mannerandorganization 6-10
Showshigherlevelof Carefullyandlogicallyorganized 11-15
Showscoherentstructure withclearlyexpressedideas 16-20
Using examples/evidences 20
Showsa little use of examples 1-5
Some use of examples.Some evaluationattempted 6-10
Some use of examples.Wellevaluated 11-15
Showsappropriate examplesare fullyandreliablyevaluated 16-20
Critical analysis of concepts, theories, conclusions 20
Demonstrateslimitedevidenceof critical analysis 1-5
Demonstratessome critical analysisof relevanttheory 6-10
Demonstratesapplicationof theorythroughcritical analysis 11-15
Demonstratesapplicationof critical analysiswellintegrated 16-20
Following assignment guidelines 20
Limitedfollow-upof assignmentguidelines 1-5
Some level of follow-upof assignmentguidelines 6-10
Good displayof adherence toassignmentguidelines 11-15
Excellentadherence toassignmentguidelines 16-20
Total 100
Special Remarks
Signature of the Examiner

4. Assignment Topic: Digital Marketing Strategy for TDA
Background
The Training and Development Agency for Schools (TDA) is the government body tasked
with recruiting and developing teachers for schools in England and Wales. Reporting to the
Department of Education, it has an ongoing requirement to help recruit up to 40,000 new
teachers every year. Their website address is www.tda.gov.uk.
The TDA aims to support those considering teaching, every step of the process towards
becoming a teacher as outlined below:
 You need to be ‘eligible’ to continue to application stage (i.e. have at least a 2.2 at degree
level). With so many careers on offer to those graduating from university, the TDA’s first
role is to make sure that a career as a teacher is part of their career ‘consideration set’.
 Previous teaching experience has sometimes been seen as a ‘fall back option’ for
graduates and something people fall into without necessarily really wanting to. Instead,
TDA’s aim is to have teaching viewed as a first choice career for top graduates and for
teaching to be viewed in the same professional light as other careers such as Management
Consultancy or Marketing or more technical roles such as a Research Scientist.
 TDA is looking to recruit quality teachers who are currently ‘high-fliers’ with the
academic ability and has necessary ‘soft skills’ (e.g. communication skills) to meet the
challenge of being an excellent teacher. In particular it is looking to recruit more Math
and Science graduates as there is currently a teacher shortage in these subject areas.
Product
Teaching. TDA’s task is to persuade students that teaching is the right career for them. In
particular teaching has been seen either as a bit of a ‘soft option’ or as a stressful job which
can end up being glorified ‘babysitting’. What we need to show people is that teaching is not
only an extremely challenging career, but a fantastically rewarding one too, if you are up to
the job.
It’s been proven that teachers are the single biggest influence on a pupil’s achievements
and the challenge as a teacher is to inspire ordinary children to achieve extraordinary things.
Additionally, a barrier for many students is the poor perception they have around teaching
salaries and the lack of progression they see in the job. In fact you start on a really

5. competitive salary and teachers are constantly training and moving up levels, with pay rises
to match.
You may therefore want to include some finance-related messages. Applications for
teacher training programs are handled by GTTR (www.gttr.ac.uk). In 2009/10 the number of
student enquirers was 40,000 from a total of 115,000 enquirers which resulted in 26,700
applications. TDA were responsible for generating about 50% of the applications which were
processed by
GTTR.
Target Audience:
High-fliers – students predicted to get a 2.1 or above in their penultimate or final year. We’re
not talking about those students who literally spend all of their time barricaded in the library
with only their books for company. We’re talking about the really bright ones in your year
who really stand out – who are ambitious and fired up by the idea of taking on new
challenges where they can really make a difference and make their mark. They’re probably
already thinking about careers and starting to make plans for what they’re going to do when
they leave university.
They think they know teaching, after all they were at school not that long ago, and
probably aren’t currently considering it. Currently TDA runs a general above the line
campaign (press, outdoor, TV etc.) as well as events and a direct marketing program.
Specifically for students it has produced some outdoor advertising around the university
campuses and has an online presence on student websites as well as Social Media.
TASK ONE
It is important that every organization has clear business plan in order to understand the
overall business direction.
a) In the context of TDA, explain the importance of an overall business plan and the role of
the digital marketing plan within this plan.
b) Assess the internal and external digital market for TDA on which you will base the digital
marketing plan.

6. TASK TWO
List and discuss the relevant objectives for a digital marketing plan for a specific
performance driven campaign for TDA.
TASK THREE
You are tasked with creating a 12 month student-specific communications plan which will
generate 12,000 applications from eligible students. The focus should be on those students
who are currently on a degree course or who have graduated in the last two years.
Currently 26% of students who make an enquiry do make an application in the same year
of enquiry. TDA wants to increase the conversion to 30%. This will involve a two stage
process –firstly generating interest and secondly to convert that interest to application.
a) Formulate a digital marketing strategy that satisfies the following objective for TDA. The
strategy must include, describe and justify recommended digital tools and platforms
i. Encourage consideration of secondary school teaching as a career and get 40,000 eligible
students to register online at tda.gov.uk for more information
b) Explain what measurement and reporting methods will be used to monitor the digital
campaigns

7. Table of Contents Page
1. Importance of a Business Plan and a Digital Marketing Plan...………………….. 1
2. Internal and External Market……………………………………………………. 1
3. Objectives for a Digital Marketing Plan………………………………………… 2
4. Digital Marketing Strategy……………………………………………………… 3
4.1. Website Optimization………………………………………………………. 3
4.2. Paid Search………………………………………………………………… 3
4.3. Blogs and Online Forums………………………………………………….. 3
4.4. Facebook Page…..…………………………………………………………. 3
4.5. Measurement and Reporting Methods………………………………………….. 5
5. References………………………………………………………………………. 6

8. 1
Task 01
1. Importance Of A Business PlanAnd A DigitalMarketing Plan
The objective of the Training and Development Agency for Schools UK (TDA) is to
promote teaching as a first choice career for top graduates. Without an overall business plan
TDA cannot achieve all its objectives. The business plan needs to cover areas such as
objectives, target audience, marketing mix strategies, action plans, budgets, result measuring
techniques, contingency plans and so forth.
The role of the digital marketing plan is to support the achievement of business objectives
of TDA through the use of digital technologies. Digital marketing offers several benefits. It is
interactive, compared to traditional media which is a monologue. Digital marketing is also an
important intelligence tool. It provides cost saving while at the same time offering a wealth
of market research information. Digital marketing is also advantageous in individualizing the
marketing message to each customer. It can be integrated with other elements of the
marketing mix. It helps in industry restructuring. Digital marketing does all of these and yet
is independent in location.
2. Internal And External Market
TDA’s internal market includes its customers, employees, intermediaries and competitors.
Customers are the graduates who meet the entry criteria, who TDA looks to attract. TDA
employees also need be motivated to play their part in achieving the business objectives. The
main intermediary for TDA is GTTR which helps handling applications. Competitors,
training institutions and professional bodies that are also looking to target the same audience
as TDA are also part of its internal market.
TDA’s external market includes the Department for Education to whom TDA is
accountable to. The trends in the current labor market also affect the choices graduates make
in selecting a career. Another external factor is the public opinion about teaching as a career
choice. TDA needs to base its digital marketing plan by assessing the above internal and
external market factors.

9. 2
Task 02
3. Objectives ForA DigitalMarketing Plan
TDA has two main objectives. The first is to generate interest in the profession of
teaching. TDA wants to position teaching as a first choice profession among high-flyer
graduates, on par with other popular careers choices as Management, Marketing and
Research Science.
The second objective is to increase the number of conversions among the target audience.
A conversion is when an inquiry can be successfully transformed into an application. The
previous conversation rate was 26 percent which is to be increased to 30 percent within the
next twelve months.

10. 3
Task 03
4. Digital Marketing Strategy
Following digital marketing tools can be used to achieve the objectives of TDA.
4.1 Website Optimization
Search Engine Optimization (SEO) can be done for TDA website with the aim of
reaching the first results page on search engines. Keyword search to be done on
Google Adwords and web content to be created using these keywords.
4.2 Paid search
Google Adwords offer both the search network and the display network. The search
network will be used TDA the ability to place paid text ads in search engine results.
Google Display Network (GDN) can be used to display visual banners about its
product – teaching. Advertisements should provide a link to TDA’s official website for
registration for more information.
4.3 Blogs and Online Forums
TDA should have a presence on blogs and online forums that talk about teaching as
a career choice. These online addresses could have a wealth of followers who could be
influenced by the right message. Posts and comments can provide a link to TDA’s
official website for registration for more information
4.4 Facebook Page
A Facebook page will be created for TDA. The first step will be to use the page to
generate ‘likes’. Targeted advertising will be done through the Facebook ad tool to
reach audience with particular attributes. Example for attributes include individuals
living in UK, between ages of 25 to 35, who are students on a degree course or who
have graduated in the last two years, currently unemployed, who are interested in
topics such as teaching, top jobs in the UK, Math, Science etc.

11. 4
The awareness campaign will have a goal of obtaining 100,000 plus ‘likes’ on
Facebook. This can be measured right on the Facebook page. Sometimes several
different campaigns will have to be done to achieve the 100000 likes.
Once the above goal is reached, TDA can use the Facebook platform to
communicate its messages to the Facebook followers. Interest generating
advertisements can be published on Facebook page, with a link leading to the TDA’s
official website for more information. Advertisement can be created on the following
propositions.
 Teaching is not only an extremely challenging career, but a fantastically
rewarding one too, if you are up to the job.
 It’s been proven that teachers are the single biggest influence on a pupil’s
achievements and the challenge as a teacher is to inspire ordinary children to
achieve extraordinary things.
 Teaching jobs start on a really competitive salary and are constantly training
and moving up levels, with pay rises to match.
 Idea of taking on new challenges where they can really make a difference and
make their mark.
Testimonial videos from successful trainees could be published on the page to generate
interest of target audience. Inspirational videos demonstrating how ordinary pupils
become great personalities through the influence of their teachers could be shared on
the Facebook page.
Followers will also be encouraged to share the post and ads with their friends who
would find the information useful.

12. 5
4.5 Measurement And Reporting Methods
The first result we are looking for is the success of the SEO of TDA website. If it
appears on the first page of results in a search engine, then it is a success.
The second measurement method is using Google Analytics. Google analytics provides
data on following KPI’s
 Audience: Visits (Sessions), Unique Visitors (Users) and New vs. Returning Visitors
 Traffic Sources: Medium and Google Analytics Channel Grouping
o Organic Search (Google, yahoo)
o Paid Search (CPC, CPM)
o Referral (visitors that came via direct links on other websites)
o Social (Facebook)
o Direct Traffic (users that typed in your URL directly)
 Page Tracking: Bounce Rate and Average Session Duration by Channel
 Goal Conversion Tracking: Conversions and Conversion Rate by Channel
 Cost Analysis: Cost per Conversion, Profit and ROI (Return on Investment) by
Channel

13. 6
5. References
1. 7 Tips to Master the Google Display Network. 2017. 7 Tips to Master the Google
Display Network [ONLINE] Available at:
http://www.wordstream.com/blog/ws/2014/11/18/google-display-network-tips.
[Accessed 14 April 2017].
2. Data Visualization & Analytics Blog. 2017. Top 5 Google Analytics KPIs: A Guide to
Web Analytics. [ONLINE] Available at: http://www.datapine.com/blog/top-5-google-
analytics-kpis/#. [Accessed 14 April 2017]