▮ Final Workbook — Integrated Campaign Project

Session 1 (today) + Session 2 (tomorrow) revise with me → Festive break finish at home → Session 3 submit + defend.

① A1 Strategy 30% ② A2 Content/Ads/Email 40% ③ A3 SEO Audit 30% ★ M6 formative

Rubric: Grading Rubrics · Templates: Agency Toolkit

Table of contents

▶ How to use (3 min) ▶ Roadmap Step 0 — Pick your client ◆ Client Card (source of truth) Part 1 — Strategy (A1) Part 2 — Content + Ads (A2) Part 3 — SEO/SEM (A3) Part 4 — Email + Influencer (A2) Part 5 — Analytics + Report (M6) Part 6 — Festive break + defence App. A — Formula sheet App. B — Glossary App. C — Decision trees App. D — Pathshala worked thread App. E — Submission checklist App. F — Post-submission reflection

▶ How to use this workbook (read once, 3 min)

  1. One client, one persona, one numbers set. Every number in A1, A2 and A3 must trace back to the Client Card. If a number changes, change it on the Card first, then everywhere else. Do not change your client after Session 1.
  2. Each Part has 3–5 sub-steps. Each sub-step follows the same rhythm: time limit → recap → example → your turn → "before you move on" check.
  3. Write inside the boxes. Paper or digital is fine; the workbook is your evidence trail at submission and defence.
  4. Peer check at two points (end of Part 2 and Part 4): swap with a neighbour, sign their book. Not graded, but saves marks.
  5. Bring this workbook to every session. Ask your tutor to initial each gate.
  6. Appendices are tools, not reading. A (formulas), B (glossary), C (decision trees), D (worked example) — open when stuck, not first.

flowchart LR
    S1([S1 TODAY<br/>M1 + M3<br/>Parts 1 + 3]) --> S2([S2 TOMORROW<br/>M2/M4/M5 + M6<br/>Parts 2 + 4 + 5])
    S2 --> BRK[[FESTIVE BREAK<br/>6-8 hrs at home<br/>finish + evidence]]
    BRK --> S3([S3 LAST<br/>Part 6<br/>defend + submit])
    style S1 fill:#fff,stroke:#000,stroke-width:2px
    style S2 fill:#fff,stroke:#000,stroke-width:2px
    style BRK fill:#fff,stroke:#000,stroke-width:3px,stroke-dasharray:6 3
    style S3 fill:#fff,stroke:#000,stroke-width:2px
Fig. 0 alt-text: Four-step roadmap. Session 1 covers Modules 1 and 3 (Parts 1 and 3). Session 2 covers Modules 2, 4, 5 and 6 (Parts 2, 4, 5). The festive break is a dashed take-home box of 6–8 hours. Session 3 is defence and submission.

Fig. 0 — Roadmap. Dashed box = take-home graded work.

— — ✂ — —

Step 0 — Pick your client 5 min · Session 1 start

Ⓐ Option A — Own sandbox (recommended)
Your Phase-1 business. Own URL, persona, numbers. Label assumptions.
Ⓑ Option B — Pathshala Tutors (fallback)
IELTS/SEE, Lalitpur, WhatsApp leads. Baseline 1,200 visits → 360 views → 30 WhatsApp starts → 6 bookings. Target 8 bookings. Student brief NPR 25,000/mo.
Write here — circle A or B, and keep it for all three sessions:
Client: ______________   Option: A / B   By: __________ Date: ______
Persona (one line, e.g. Sita, 24, wants IELTS 6.5, chats on WhatsApp): ________________________________
North Star (one metric with number and date): ____________________   Sandbox URL: ____________________
  • Switching clients mid-workbook. Every section must be rewritten, so pick once and keep it.
  • "Own sandbox" with no working URL or mockup of your own site. If your Phase-1 business isn't live, use Option B.
  • Persona written as a demographic, not a person. "Women 18–35" is not a persona. "Sita, 24, works at a call centre in Lalitpur and wants IELTS 6.5" is.
  • North Star with no number. "Increase leads" is not a metric. "20 WhatsApp bookings a month by end of Q1" is.
☐ Client name and Option (A/B) written, in pen (or in bold, if digital)
☐ Persona is a person (name, age, one sentence of context)
☐ North Star has a number and a timeframe
☐ Tutor has initialled this step

◆ Client Card — single source of truth

Fill this before Session 1 ends. Every number you later write in A1, A2 and A3 must match this card. If a number changes, update the card first, then every part. The "source / assumption" column is what turns a guess into a defensible number.

Client + market
Business: ____________________   source: __________
City / market: ____________________   source: __________
Product / offer (one line): ____________________
Price (range): NPR ______________   source: __________
Primary channel (WhatsApp / call / form): ______________
Persona
Name / age: ____________________
Job / situation: ____________________
Goal (what they want): ____________________
Fear / objection: ____________________
Where they hang out: ____________________
Evidence they exist (one sentence): ____________________
Funnel (monthly, one source — WhatsApp starts count as leads)
Awareness (visits): __________ source: __________
Consideration (page views): __________ source: __________
WhatsApp starts (leads): __________ source: __________
Bookings (paying customers): __________ source: __________
◎ Single biggest leak: ____________________
Drop-off % at that stage: __________
Money + KPIs (target: 8 bookings from 40 leads)
Monthly budget (NPR): __________ basis: goal × CAC + buffer __________
Target CAC (NPR): __________   CPL (NPR): __________
Close rate: ____%   LTV (NPR): __________
LTV ≥ 3×CAC? ☐ Y / ☐ N (show the arithmetic)
SMART KPI (number + timeframe): __________
North Star: ____________________
Risks (2 lines — owner + mitigation)
1. ____________________ Owner: ______ Mitigation: ____________   Likelihood: L/M/H   Impact: L/M/H
2. ____________________ Owner: ______ Mitigation: ____________   Likelihood: L/M/H   Impact: L/M/H
Compliance rule I will not break: _________________________________
Approval chain: who signs off on copy? __________   on spend? __________
Pathshala — filled example (benchmark):
Business: Pathshala Tutors · City: Lalitpur · Offer: IELTS and SEE coaching, max 8 per batch · Price: NPR 12,000–18,000 · Channel: WhatsApp first
Persona: Sita, 24, works 9–5 at a call centre, wants IELTS 6.5 for Australia · Fear: wasted money · Hangout: Instagram evenings, Facebook groups, WhatsApp
Funnel baseline: 1,200 visits → 360 views → 30 WhatsApp starts → 6 bookings · Leak: Awareness → Consideration (70% drop, 840 people)
Target: 40 WhatsApp starts → 8 bookings at 20% close · Budget NPR 24,000/mo (40 × 500 + 4,000 buffer, within 25,000 brief) · CPL 500 · CAC 2,500 · LTV 15,000, so LTV ≥ 3×CAC: Yes (15,000 ≥ 7,500) · SMART KPI: 8 paid bookings a month by end of Month 3
Risk 1: Meta restriction — Owner Ramesh — backup business manager plus verification · Risk 2: landing page delay — Owner Anita (centre head) — ship copy-only version first
Compliance: no guaranteed band score (Consumer Protection Act 2075)
☐ Every number has a source or is explicitly labelled "assumption"
☐ LTV ≥ 3×CAC answered Yes/No, with the arithmetic shown
☐ Two risks each with owner and mitigation
☐ Tutor has initialled this card
— — ✂ — —

① Part 1 — Strategy (M1 / A1)

Session 1 · funnel + friction + budget + CYA + KPI
A1 30%45 min total
▶ Recap in 30 seconds: Awareness → Consideration → Conversion → Retention. Budget is derived (goal → CAC → spend), not picked. KPI = number + timeframe. Risk = owner + mitigation (platform policy, Consumer Protection Act 2075, Privacy Act 2075).
```mermaid flowchart TD AW[AWARENESS
visits] --> CO[CONSIDERATION
page views] CO --> WA[CONVERSION ATTEMPT
WhatsApp starts] WA --> EN[CONVERSION
bookings] EN --> RT[RETENTION
repeat / referral] CO -.->|LEAK?| LX([◎ biggest leak
name ONE stage]) style AW fill:#fff,stroke:#000,stroke-width:2px style CO fill:#fff,stroke:#000,stroke-width:2px style WA fill:#fff,stroke:#000,stroke-width:2px style EN fill:#fff,stroke:#000,stroke-width:3px style RT fill:#fff,stroke:#000,stroke-width:2px,stroke-dasharray:3 2 style LX fill:#fff,stroke:#000,stroke-width:2px,stroke-dasharray:5 3 ```
Fig. 1 alt-text: Five-stage funnel: Awareness → Consideration → Conversion attempt → Conversion → Retention (dashed). Dashed arrow off Consideration points to "biggest leak — name ONE stage". All boxes white fill, black 2px stroke for B&W print.
1A — Funnel audit10 min

Copy your Client Card funnel numbers here, then compute the drop % at every stage. The leak is the stage with the largest loss — check both the percentage and the absolute number of people lost.

FUNNEL AUDIT (numbers from Client Card) Stage Count CR% to next Drop% to next Awareness _____ ____% ____% Consideration _____ ____% ____% WhatsApp starts _____ ____% ____% Bookings _____ ____% ____% Retention _____ n/a n/a ◎ Biggest leak: ******\_\_\_****** (drop \_**\_% at \_\_** stage, about **\_** people) Why, in one sentence: ********************\_********************
Awareness 1,200 → Consideration 360: 30% convert, 70% drop — the largest absolute loss (840 people).
Consideration 360 → WhatsApp 30: 8.3% convert, 91.7% drop (330 people).
Best answer: "Awareness to Consideration loses 840 visitors a month, the largest absolute drop. The landing page doesn't state the band target or price, so paid traffic bounces."
  • Picking the leak by percentage alone. 90% of 30 people is 27 people; 70% of 1,200 is 840. State the percentage and the absolute number.
  • Two leaks named. A1 requires exactly one.
  • Vague reason. "The page isn't engaging" scores zero. "The hero shows no band target or price, and Sita's biggest fear is wasted money" scores.
  • No conversion rates shown. The marker cannot follow your reasoning without them.
1B — Friction-fix memo10 min
Friction-fix memo (A1 evidence):
Stage: __________   Baseline: __________   (source: ________)
Observation: During _______, users abandon because ______________________________
Intervention (ship this week): __________________________________________________
Expected: ____% improvement in ____________   Evidence: ____________________
Owner: __________   Ship date: __________   What success looks like: __________
Stage: Awareness → Consideration (70% drop) · Baseline: 360/1,200 page views
Observation: Sita bounces because the hero shows no band target (6.5) or price (NPR 12,000–18,000).
Intervention: Ship hero block "IELTS 6.5 in 90 days · NPR 12,000 · 8-seat batches" + one Sita testimonial. Copy-only, no dev.
Expected: 15% lift in page-view-to-WhatsApp rate (8.3% → about 9.5%) · Owner: Ramesh · Ship: Friday
1C — Budget memo15 min
Budget memo (Template 1):
Goal: _______   CAC: NPR _______   (source/assumption: _______)
Base (goal × CAC): NPR _______ + 20% test buffer NPR _______ = Total NPR _______/mo
Split (sum 100%): Capture ___% (NPR ___) | Create ___% (NPR ___) | Compound ___% (NPR ___) | Retain ___% (NPR ___)
Rationale (lifecycle + funnel, 1 line): ___________________________________________
KPIs: spend → ___ leads → ___ bookings · CPL ≤ ___ · CAC ≤ ___ vs LTV ≥ ___ · CTR ≥ ___% · conversion rate ≥ ___%
CYA — Daily cap NPR ___/day · Avoid claim: __________ · Lists: 1st-party opt-in only ☑ · If CPL > ___ for 7 days → pause ___ and move to ___
LTV check: CAC = CPL ÷ close rate = ___   LTV ≥ 3×CAC? ☐ Yes / ☐ No (show the arithmetic)
Pathshala (NPR 24,000/mo, within the 25,000 brief): Goal 8 bookings · CAC 2,500 (CPL 500 ÷ 20% close rate) · Base 20,000 + buffer 4,000 = 24,000
Split: Capture Search 40% (9,600) | Create Meta 25% (6,000) | Compound SEO 20% (4,800) | Retain Email 15% (3,600) — sums to 100%
KPIs: 24,000 spend → about 40 leads → 8 bookings · CPL ≤ 500 · CAC ≤ 2,500 vs LTV 15,000 · CTR ≥ 1.5% · landing conversion ≥ 15%
CYA: cap NPR 800/day · no "guaranteed band 7 or higher" · 1st-party lists only · if CPL stays above 750 for 7 days, pause Advantage+ and move budget to the 1% lookalike
  • Budget picked, not derived. Opening with "NPR 25,000 a month" and no Goal × CAC maths is top-down and loses marks.
  • Splits that don't add to 100%, or a total that leaves out the testing buffer.
  • No daily cap or no pause rule. Both are required safety cover.
  • LTV asserted, not shown. Write "CAC 2,500; LTV 15,000; 15,000 ≥ 7,500, so yes" instead of just "LTV ≥ 3×CAC".
1D — Risk register + CYA5 min
Risk register:
RiskL/M/HImpactOwnerMitigationTrigger
________________________________________
________________________________________
________________________________________
Compliance (tick all):
☐ No guaranteed outcome (Consumer Protection Act 2075) · ☐ No purchased lists (Privacy Act 2075)
☐ Consent on every form · ☐ Unsubscribe in every email · ☐ Influencer #paid/#ad + verbal disclosure
☐ Meta: no "you + personal attribute" · Google: no unsubstantiated superlatives
1E — KPI scorecard5 min

These are monthly checkpoints you review every month; together they build to the Month-3 SMART goal on your Client Card.

KPI TABLE (every row needs a number, a date, and a source) KPI | Target | By when | Data source | Owner CPL | ≤ 500 | Month 1 end | Meta Ads Manager | Ramesh CAC | ≤ 2,500 | Month 1 end | CRM + ad spend | Ramesh WhatsApp starts | ≥ 40/mo | Month 1 end | GA4 + WhatsApp | Anita Bookings | ≥ 8/mo | Month 1 end | CRM | Anita CTR | ≥ 1.5% | Month 1 end | Meta | Ramesh Landing conv. | ≥ 15% | Month 1 end | GA4 | Anita _______ | _______ | ___________ | _______________ | ______
☐ Funnel numbers traceable to Client Card · one leak named with metric
☐ Friction-fix shippable this week, with number + owner
☐ Budget: Goal → CAC → Total → Splits (100%) → KPIs (all with source)
☐ 3 risks with owner + trigger · compliance all-ticked · ≥6 KPIs with source + owner

② Part 2 — Content + Ads (M2/M4 / A2)

Session 2 · persona-to-hook matrix · calendar · creative tests · asset briefs
A2 part 130 min total
▶ Recap: one persona, one voice. Every calendar row = ONE variable. Hypothesis = direction + metric + decision rule. Assets must be sendable — "full copy, not outlines".
2A — Persona → hook matrix5 min
PERSONA: ______________ Fear: ______________ Aspiration: ______________ FEAR hooks (≤12 words) ASPIRATION hooks (≤12 words) 1. **************\_\_************** 1. **************\_\_************** 2. **************\_\_************** 2. **************\_\_************** 3. **************\_\_************** 3. **************\_\_**************
Persona: Sita, 24, fear = wasted money, aspiration = Australia PR
Fear: "IELTS classes that don't move your score?" · "Don't pay for a class that can't show results" · "6.5 in 90 days — or don't pay month 2"
Aspiration: "From 5.5 to 6.5 — Sita's 90-day plan" · "6.5 in 90 days — 8 seats, 3 left" · "IELTS 6.5 for Australia — start Saturday"
2B — 8-row content calendar (test matrix)15 min

Short forms in the filled example row only: IG = Instagram, FB = Facebook, WA = WhatsApp. Write full names in your own rows.

DATE | PLATFORM | PERSONA | HOOK (≤12w) | ASSET | CTA | A/B VAR (one!) | HYPOTHESIS | DECISION RULE Oct 1 | Instagram Reel | Sita | "IELTS 6.5 in 90 days?" | 15s video | WhatsApp | pain vs aspiration | pain ≥20% lower CPC | stop loser in week 2 _____ | _______ | _____ | ___________________ | _______ | ______ | __________________ | _______________ | ______________ _____ | _______ | _____ | ___________________ | _______ | ______ | __________________ | _______________ | ______________ _____ | _______ | _____ | ___________________ | _______ | ______ | __________________ | _______________ | ______________ _____ | _______ | _____ | ___________________ | _______ | ______ | __________________ | _______________ | ______________ _____ | _______ | _____ | ___________________ | _______ | ______ | __________________ | _______________ | ______________ _____ | _______ | _____ | ___________________ | _______ | ______ | __________________ | _______________ | ______________ _____ | _______ | _____ | ___________________ | _______ | ______ | __________________ | _______________ | ______________
Oct 1 fear vs aspiration → pain hook at ≥20% lower cost per click · Oct 4 teacher proof vs price → proof at ≥15% higher click-through · Oct 8 caption short vs long → short at ≥10% higher click-through · Oct 11 urgency vs value → urgency at ≥2× saves · Oct 15 testimonial vs feature → testimonial at ≥25% higher WhatsApp rate · Oct 18 15-second vs 30-second cut → 15-second at ≥15% higher completion · Oct 22 scarcity vs none → scarcity at ≥10% higher click-through · Oct 25 small-batch vs price framing → batch at ≥20% higher WhatsApp rate
  • Two variables in one row. A new hook plus a new price plus a new call to action is three tests, not one.
  • No decision rule. Write what you will do: "stop the loser in week 2" or "move 70% of budget to the winner".
  • Hooks over 12 words. They get cut off on mobile and the test breaks.
  • Full spend on eight variants. Test wide in weeks 1–2 (four to six variants), then narrow to two or three winners in weeks 3–4.
2C — Asset briefs (3 sendable assets)10 min
Asset 1 — type: ______
Primary text (40–125 chars):
Headline (≤40 chars): ____________________ · Visual: ____________________
Policy: ☐ no guarantee ☐ no "you"+attribute ☐ legible at 360px
Asset 2 — type: ______
Primary text:
Headline: ____________________ · Visual: ____________________
Policy: ☐ no guarantee ☐ no "you"+attribute ☐ legible at 360px
Asset 3 — type: ______
Primary text:
Headline: ____________________ · Visual: ____________________
Policy: ☐ no guarantee ☐ no "you"+attribute ☐ legible at 360px
Asset 1 — Instagram Reel, 15 seconds · Hook (0–3s): "6.5 in 90 days?" · On-screen 5.5 → 6.5 chart · Voiceover: "Sita did it in 90 days."
Primary text: "8-seat IELTS batches in Lalitpur. Free mock Saturday 10am. Book on WhatsApp." · Headline: "8 seats. 3 left." · Visual: Sita at her desk, phone showing 6.5 · Policy: no guaranteed outcome, offer is true, readable at 360 pixels wide.
☐ 3 fear + 3 aspiration hooks · 6–8 calendar rows, persona on every row
☐ One variable per row + decision rule · 3 sendable assets, policy-clean
Swap with a neighbour (Session 2):
Partner: __________ Date: ______
☐ Every row traces to persona + ONE variable · ☐ Hypotheses have decision rules
☐ No guaranteed claims · ☐ Asset 1 filmable from brief alone
Signed: __________

③ Part 3 — SEO / SEM Audit (M3 / A3)

Session 1 · keyword map · on-page audit · triage · wasted-spend check · report
A3 30%45 min total
▶ Recap: keyword → intent — informational (I), commercial (C), or transactional (T) → page or gap. No orphan pages. Priority = impact × effort. Quality Score = click-through rate + relevance + landing page. Wasted spend = search terms plus negative keywords. Label every screenshot with the tool and date.
3A — Keyword map15 min
KEYWORD | INTENT I/C/T | PAGE or gap | TITLE (≤60 chars) | META (≤155 chars) | H1 ________ | ___ | _____________ | _______________ | _______________ | ______ ________ | ___ | _____________ | _______________ | _______________ | ______ ________ | ___ | _____________ | _______________ | _______________ | ______ ________ | ___ | _____________ | _______________ | _______________ | ______
Primary "ielts classes lalitpur" (T) → /ielts-lalitpur · Secondary "ielts band 7 tips" (I) → gap: new /blog/band-7 page · "ielts vs pte nepal" (C) → gap: new /blog/ielts-vs-pte page · "ielts mock test near me" (T) → /mock-test. Each with title ≤ 60 characters, meta ≤ 155, single H1.
3B — On-page audit (per page)10 min
PAGE | TITLE OK? | META OK? | H1 OK? | H2s | INTERNAL LINKS in/out | SCHEMA | IMAGES ALT | CTA ABOVE FOLD? /ielts-lalitpur | yes | yes | yes | __ | __/__ | yes | yes | yes /mock-test | yes | yes | yes | __ | __/__ | yes | yes | yes _______ | _ | _ | _ | __ | __/__ | _ | _ | _ _______ | _ | _ | _ | __ | __/__ | _ | _ | _
3C — Technical triage (4 rows)10 min
ISSUE (where) | IMPACT H/M/L + consequence | EFFORT H/M/L + time | P1/P2/P3 + owner + when robots.txt blocked | H: 6 pages invisible | L: 30 min | P1 — dev, this week ________________ | _____________________ | ________________ | ____________________ ________________ | _____________________ | ________________ | ____________________ ________________ | _____________________ | ________________ | ____________________
robots.txt blocked H/L → P1 · No meta on /ielts-lalitpur M/L → P1 · Orphan posts M/M → P2 · Missing sitelinks L/L → P3. Impact = consequence × scope.
3D — Wasted-spend check (SEM appendix)5 min
SEM appendix: Quality Score observation __________ · Wasted search terms 1.__ 2.__ 3.__ · Negative keywords to add (5): __________ · Ad-group split: __________ · Bid approach: __________
Quality Score 5 on average, landing page is the weak point · Wasted terms: "free download", "book pdf", "result check" · Negatives: free, download, pdf, result, jobs · Split "IELTS Lalitpur" to /ielts-lalitpur vs "Band 7" to /blog/band-7 · Manual cost-per-click for 2 weeks, then target cost-per-acquisition at NPR 500
3E — A3 report structure5 min
Order (tick when written): ☐ 3-bullet executive summary ☐ keyword map ☐ fixes ☐ triage ☐ SEM appendix ☐ 30/60/90-day plan ☐ screenshots (tool + date)
Executive summary draft:
• Six commercial pages are blocked by robots.txt — the highest-impact fix. • The /ielts-lalitpur page has no meta description and no schema, losing about 15% of potential clicks; a 45-minute fix. • The top three fixes plus five negative keywords should cut wasted spend by about 30% and add 180 organic sessions a month within 60 days.
  • Claiming a traffic drop without crawl data. Check: is the page indexed? What does robots.txt block? Any Search Console errors? Without that evidence, marks are lost.
  • Triage row with no owner and no date. "P1" alone is not a priority.
  • Screenshots with no tool name and date. The rubric marks this explicitly.
  • Keyword stuffing. Matching intent beats stuffing keywords; write for Sita first.
☐ 1 primary plus 3–5 secondary keywords, all mapped · 4 pages audited · 4 triage rows rated
☐ SEM appendix covers Quality Score, wasted terms, 5 negatives, ad-group split · executive summary is 3 bullets on page 1
— ✂ END OF SESSION 1 ✂ —

Part 4 — Email + Influencer (M5 / A2)

Session 2 · segment · 3-email sequence · influencer brief
A2 part 230 min total
```mermaid flowchart LR SEG([SEGMENT
who enters?]) --> W[WELCOME
immediate] SEG --> N[NURTURE
+2-3 days] SEG --> R[RE-ENGAGE
+7-14 days] W --> CTA([CTA
book / reply]) N --> CTA R --> CTA style SEG fill:#fff,stroke:#000,stroke-width:2px style W fill:#fff,stroke:#000,stroke-width:2px style N fill:#fff,stroke:#000,stroke-width:2px style R fill:#fff,stroke:#000,stroke-width:2px style CTA fill:#fff,stroke:#000,stroke-width:3px ```
Fig. 2 alt-text: One segment splits into Welcome (immediate), Nurture (+2–3 days), Re-engage (+7–14 days), all converging on a book-or-reply call to action. White boxes, black stroke.
4A — Segment definition5 min
Segment: __________________________________________________
Entry: __________   Exit: __________ · Tool: ____________ · Est. size: ______
Consent: __________ · Stored: __________
Segment: WhatsApp chat about IELTS, no booking within 48 hours · Entry: first inbound WhatsApp message · Exit: booked, opted out, or 30 days passed · Tool: Brevo · About 15 a month · Consent: "reply STOP to opt out" in the auto-reply · Stored in Brevo list "WA-IELTS-warm" plus a tracking sheet
4B — Three emails (full copy, 80–120 words)15 min
E1 Welcome (immediate) · From: __________ <__________>
Subject (≤50): ____________________ · Preview (≤90): ____________________
Body:
CTA: __________ · Unsubscribe ☐
E2 Nurture (+3d) · Subject: ____________________ · Preview: ____________________
Body:
CTA: __________ · Unsubscribe ☐
E3 Re-engage (+10d) · Subject: ____________________ · Preview: ____________________
Body:
CTA: __________ · Unsubscribe ☐
E1 "Your free IELTS mock — 2 clicks" leads to booking Saturday · E2 "How Sita moved 5.5 to 6.5" leads to sending the 4-step plan · E3 "We saved your Saturday seat" leads to a 24-hour hold. Each email is 80–120 words with one call to action, an unsubscribe link, and no guaranteed score.

Full E1 example (84 words — this is the standard your three emails must meet):
"Hi Sita — you asked about IELTS classes in Lalitpur. Here is something useful before you decide: we run a free 90-minute mock test every Saturday at 10am in Patan. Same format as the real exam, with your band breakdown within 48 hours. No score guarantee and no upsell — just an honest starting point so you know exactly what to work on. Only 8 seats per mock. Reply BOOK to claim this Saturday's seat, or tap below. Doors open 9:45. Past mocks filled by Thursday, so reply early. Bring a friend — observers sit free. — Ramesh, Pathshala Tutors"
  • Outlines instead of full copy. Each email needs a subject, preview text, 80–120 words of body, one call to action, and an unsubscribe link — or it fails the A2 email section.
  • Two calls to action. One per email.
  • Guaranteed outcome. Use "no score guarantee, just a real diagnostic".
  • Fake scarcity. Write "3 seats left" only if it is true; otherwise use honest urgency such as "this week's mock closes Friday".
4C — Influencer brief (one micro-creator)10 min
Brief: creator type __________ (8,000–20,000 followers, niche __________) · Fit in one line: _________________________________
Deliverables: 1 Reel of 15–30 seconds + 2 Stories + WhatsApp link in bio for 7 days · Draft dates: draft ______ live ______ report ______
Tracking: UTM utm_source=instagram&utm_medium=influencer&utm_campaign=ielts_sita_oct · Discount code: SITA10
Disclosure ☐ #paid in first frame ☐ #ad in caption ☐ spoken disclosure in video · Usage rights 90 days ☐ · Paid whitelisting ☐
Expected: ___ WhatsApp starts at cost per lead ≤ ___ · Payment NPR ______ · Contract signed ☐
IELTS study account with 12,000 followers aged 22–28 · Fits Sita's profile exactly · 1 Reel telling the creator's own 7.5 story + 2 Stories + bio link · UTM plus code SITA10 · #paid, #ad, and spoken disclosure · 90-day usage plus whitelisting · Draft 10 Oct, live 15 Oct, report 29 Oct · 20 WhatsApp starts at ≤ 350 each · NPR 7,000 flat fee · contract signed
☐ Segment is specific, not "all leads" · 3 full-copy emails, each ready to send · influencer brief has UTM, code, disclosure, and usage rights
Swap with a neighbour (Session 2): Partner __________ Date ______
☐ Each email is ready to send as written · ☐ every claim can be traced to the site · ☐ the brief would produce a trackable post
Signed: __________

Part 5 — Analytics + Report (M6)

Session 2 · tracking plan · dashboard · insight memo · 1-page report
formative25 min total
```mermaid flowchart LR TAG[UTM tag
every link] --> DASH[GA4 / Meta
dashboard] DASH --> MEMO[Insight memo
data to fix to impact] MEMO --> REP[1-page report
headline+2 charts] REP --> OPT([Optimise
repeat]) style TAG fill:#fff,stroke:#000,stroke-width:2px style DASH fill:#fff,stroke:#000,stroke-width:2px style MEMO fill:#fff,stroke:#000,stroke-width:2px style REP fill:#fff,stroke:#000,stroke-width:2px style OPT fill:#fff,stroke:#000,stroke-width:3px ```
Fig. 3 alt-text: Loop: tag every link, check the dashboard, write the insight memo, prepare the 1-page report (headline plus 2 charts), then optimise and repeat.
5A — Tracking plan (UTM scheme)10 min
LINK | utm_source | utm_medium | utm_campaign | utm_content Reel Oct 1 | instagram | paid_social | ielts_oct_wk1 | hook_fear _________ | _________ | _________ | _______________ | __________ _________ | _________ | _________ | _______________ | __________ _________ | _________ | _________ | _______________ | __________ _________ | _________ | _________ | _______________ | __________
Reel 1 Oct: instagram / paid_social / ielts_oct_wk1 / hook_fear · Influencer Reel: instagram / influencer / ielts_sita_oct / sita_reel · Email E1: email / newsletter / ielts_welcome / e1_book · Landing button: website / referral / ielts_landing / wa_button. All lowercase with underscores.
5B — Dashboard spec5 min
Tool: ☐ GA4 ☐ Looker Studio ☐ Meta Ads ☐ Sheets · Main question: __________
Metrics (5–7): 1.__ 2.__ 3.__ 4.__ 5.__ · Segments: __________ · Refresh: __________ · Readers and rhythm: __________
Looker Studio pulling GA4 and Meta · Main question: 40 WhatsApp starts a month at CPL ≤ 500? · Metrics: starts, CPL, CTR, conversion rate, bookings, spend, LTV/CAC · Split by source/medium and campaign · Refreshed daily · Anita (centre head) checks daily, Ramesh (marketing) checks weekly.
5C — Insight memo10 min
Memo (source: ☐ GA4 demo / ☐ own GA4 plus dates __________): Main question: ____________________
Finding 1 plus screenshot: ____________________ · Finding 2 plus screenshot: ____________________ · Leak: __________
Actions: 1.__________ (expected ___, by ___) 2.__________ (expected ___, by ___) 3.__________ (expected ___, by ___)
What to check next week: __________
Main question: why are WhatsApp starts flat while spend rises? · Finding 1: conversion fell 8.3% to 5.1% in week 3 (GA4 funnel, 15–21 Oct) · Finding 2: 82% of sessions are mobile but the WhatsApp button sits below the fold · Leak is landing page to WhatsApp · (1) Move the button above the fold on mobile to recover about 8% by Friday (2) add a sticky bar for +15% starts by month end (3) test hero copy for +10% by month end.
  • UTMs in title case or with spaces. Facebook and facebook count as two different sources. Use lowercase with underscores.
  • Findings with no action, impact, or date.
  • Dashboards with 30 metrics. Keep five to seven around one main question.
☐ All UTMs lowercase with underscores · dashboard has 5–7 metrics · 2 findings with screenshots plus 3 actions with owners and dates
— ✂ END OF SESSION 2 ✂ —

Part 6 — Festive break + Session 3 submit

At home 6–8 hrs · Session 3: 5-min defence
SUBMIT6–8 hrs
```mermaid flowchart TD A1[A1 Strategy
obj + budget] --> REV([4-SLIDE REVIEW
fund only one]) A2[A2 Execution
calendar + ads + email] --> REV A3[A3 Audit
top 3 fixes] --> REV RPT[S23 report
appendix] --> REV REV --> SUB[[SUBMIT
a1 + a2 + a3]]) style A1 fill:#fff,stroke:#000,stroke-width:2px style A2 fill:#fff,stroke:#000,stroke-width:2px style A3 fill:#fff,stroke:#000,stroke-width:2px style RPT fill:#fff,stroke:#000,stroke-width:2px,stroke-dasharray:5 3 style REV fill:#fff,stroke:#000,stroke-width:3px style SUB fill:#fff,stroke:#000,stroke-width:3px ```
Fig. 4 alt-text: A1, A2, A3 and the Session 3 report converge on a 4-slide review, then submission.
6A — Festive-break plan (spread over 3 days)10 min to plan
Day 1 — A1 polish (2 hours): ☐ (30 min) Card matches A1 ☐ (30 min) friction fix has a measurable outcome ☐ (30 min) rebuild the budget from Goal × CAC ☐ (30 min) risks plus compliance
Day 2 — A2 polish (2–3 hours): ☐ (30 min) re-read the emails, every claim is true ☐ (45 min) remove placeholders ☐ (30 min) UTM check ☐ (30 min) influencer dates plus contract ☐ (30 min) policy pass
Day 3 — A3 plus defence (2–3 hours): ☐ (30 min) executive summary ☐ (30 min) label screenshots with tool and date ☐ (30 min) 30/60/90-day plan with owners ☐ (45 min) rehearse 6C ☐ (30 min) self-mark in 6E
6B — Fund-only-one decision15 min
FUND-ONLY-ONE (decide with numbers, not preference) Option | Cost | Extra leads/month | Time | Risk | Cost per lead A3 quick wins | ______ | ______ | ______ | ______ | ______ More Meta spend | ______ | ______ | ______ | ______ | ______ Content programme | ______ | ______ | ______ | ______ | ______ ▶ Fund ______ first because _________________________________
A3 quick wins: NPR 3,000 · +8 leads · 2 hours · Low risk · 375 per lead · More Meta: NPR 8,000 · +6 leads · 30 minutes · Medium risk · 1,333 per lead · Content: NPR 5,000 · +4 leads · 6 hours · Low risk, slow · 1,250 per lead → Fund A3 first: cheapest per lead, fastest, and unblocks the Part 1 leak.
6C — 5-minute defence script (rehearse three times)rehearse 3 times
Slide 1 — Client and goal (30 seconds): "My client is ___, a ___ in ___ serving ___. Our goal is ___ by ___."
Slide 2 — Funnel and leak (45 seconds): "Our funnel is __ to __ to __ to __. The biggest leak is ___ because ___."
Slide 3 — Budget and fund-only-one (45 seconds): "We ask for NPR ___ a month, split __ / __ / __ / __. If we fund one thing first, it is ___ because ___."
Slide 4 — Top test, top fix, one number (60 seconds): "Our top content test is ___ versus ___ to learn ___. Our top SEO fix is ___ with expected ___. The number I would defend hardest is ___ because ___."
6D — Defence question bank (two-line answers)15 min
Q1 How did you calculate CAC? ____________________
Q2 Why this budget split? ____________________
Q3 What if cost per lead stays high for 7 days? ____________________
Q4 Why fund this option first? ____________________
Q5 What is the compliance risk in your copy, and how did you fix it? ____________________
Q6 Which number in your workbook is weakest, and why? ____________________
Q7 With half the budget, what would you cut first? ____________________
Q8 How will you know in 30 days whether it worked? ____________________
6E — Self-review (score before submitting)10 min
Score 1–5 per row. Below 24 out of 30, fix the two weakest rows first. This is a practice score — the official rubric uses A1 /20, A2 /20, A3 /15.
Criterion1 (weak)3 (ok)5 (strong)Score
Single source of truthNumbers differMostly matchEvery number traces to Card__
Funnel + leakVagueNamed, genericStage-specific + fix__
Budget + CYATop-down, no LTVBottom-up, weak LTVLTV ≥ 3×CAC shown__
Content + emailOutlinesFull copy, weak testsFull copy + 1 var/test__
SEO + SEMList onlyNo ownersOwners + dates__
Analytics + reportFindings only+ actions+ impact__
TOTAL__/30
6F — Submission checklistfinal
☐ Parts 1–5 complete — one client, one persona, one numbers set (every number traces to the Card)
☐ A1: funnel plus friction fix plus budget plus risks plus safety cover plus KPIs
☐ A2: calendar plus 3 assets plus 3 emails plus influencer brief plus UTMs
☐ A3: executive summary plus keyword map plus fixes plus triage plus SEM appendix plus 30/60/90-day plan plus labelled screenshots
☐ File names mba-dm-a1-[yourname].pdf, mba-dm-a2-[yourname].pdf, mba-dm-a3-[yourname].pdf · name and date on top of each file
☐ Policy pass done · self-review at least 24/30 · defence rehearsed three times
Student: __________   Client: __________   Option: A / B
Practice self-score (out of 30): A1 __/10 · A2 __/10 · A3 __/10 · Total __/30 · Date: ______
Files submitted: ☐ a1 ☐ a2 ☐ a3 · Tutor: __________ Date: ______

Appendix A — Formula sheet

Every number traces to one of these.
reference
MetricFormulaWhat it tells you
CTRclicks ÷ impressions × 100Does the creative earn the click?
CVRconversions ÷ visitors × 100Does the page or offer convert?
CPLspend ÷ leadsCost per lead
CPCspend ÷ clicksCost per click
CPA / CACspend ÷ conversions (or CPL ÷ close rate)Cost per paying customer
Close ratebookings ÷ leads × 100Sales efficiency
LTVARPU × lifetime × margin %Customer worth — CAC ceiling
LTV:CACLTV ÷ CAC≥ 3 healthy; < 1 broken
ROASrevenue ÷ ad spend1.5–3 typical SME
Budgetgoal × CAC × (1 + buffer %)Derive, don't pick
CPMspend ÷ impressions × 1000Cost per 1,000 reached
Frequencyimpressions ÷ reach> 3–4 = fatigue risk
Bouncesingle-page ÷ sessions × 100Attention on arrival
Stage CRnext ÷ current × 100Locate the leak
Drop-off100 − stage CRLoss per stage

All money in NPR. Write the formula next to the number — markers reward visible arithmetic.

Appendix B — Glossary

Skim before Session 3.
reference

Strategy & funnel

  • Awareness / Consideration / Conversion / Retention — funnel stages
  • Leak — largest-drop stage · CAC / CPL / LTV — cost/value
  • SMART KPI — number + timeframe + source + owner · North Star — one metric that matters

Content & ads

  • Hook — first 3 seconds · Primary text / Headline / CTA — ad parts · CPC — cost per click
  • A/B test — one variable changed · Minimum detectable effect — smallest change worth calling a winner (see C.3: 50 clicks per variant, 20% gap, 3 days)
  • Reach / Impressions / Frequency — who / how many / how often · Fatigue — CTR falls on overexposure

SEO & SEM

  • Intent I/C/T — informational / commercial / transactional · Orphan — no internal links
  • Title ≤60 / Meta ≤155 / H1 — on-page core · Schema — LocalBusiness/Course/FAQ
  • GSC — Search Console · Quality Score — 1–10 (CTR + relevance + LP) · Negatives — block waste queries

Email / influencer / analytics / compliance

  • Segment — rule-defined subset · Welcome / Nurture / Re-engage — sequence stages · UTM — source/medium/campaign/content
  • Micro-creator 8–20k · Whitelisting — run ads via creator handle · Disclosure #paid/#ad/verbal
  • GA4 / Looker Studio / Event / Attribution — measure, dashboard, action, credit
  • Consumer Protection Act 2075 — no false claims · Privacy Act 2075 — consent + data care · unsubscribe in every email

Appendix C — Decision trees

Use when a choice is unclear.
reference

C.1 — "Which leak do I name?"

```mermaid flowchart TD Q1{Absolute drop per stage} --> Q2{One stage >30% of total?} Q2 -->|Yes| A1[Name that stage] Q2 -->|No| Q3{Two within 10%?} Q3 -->|Yes| A2[Name earlier — upstream unlocks downstream] Q3 -->|No| A3[Name largest % drop, cite absolute in footnote] style Q1 fill:#fff,stroke:#000,stroke-width:2px style Q2 fill:#fff,stroke:#000,stroke-width:2px style Q3 fill:#fff,stroke:#000,stroke-width:2px style A1 fill:#fff,stroke:#000,stroke-width:3px style A2 fill:#fff,stroke:#000,stroke-width:2px style A3 fill:#fff,stroke:#000,stroke-width:2px ```
Alt: If one stage >30% of total drop, name it. If two close, name the earlier. Else name largest % and cite absolute.

C.2 — "Should I fund it?"

```mermaid flowchart TD S1{Lowest cost/lead?} -->|Yes| F1[Fund first] S1 -->|No| S2{Fixes #1 leak?} S2 -->|Yes| F2[Fund — leak fix beats cheap leads] S2 -->|No| S3{Shippable in 1 week?} S3 -->|Yes| F3[Fund as test] S3 -->|No| S4{Compounds over 90d?} S4 -->|Yes| F4[Fund 20% now, scale later] S4 -->|No| F5[Defer] style S1 fill:#fff,stroke:#000,stroke-width:2px style S2 fill:#fff,stroke:#000,stroke-width:2px style S3 fill:#fff,stroke:#000,stroke-width:2px style S4 fill:#fff,stroke:#000,stroke-width:2px style F1 fill:#fff,stroke:#000,stroke-width:3px style F5 fill:#fff,stroke:#000,stroke-width:2px,stroke-dasharray:5 3 ```
Alt: Lowest CPL → fund. Else leak-fix → fund. Else 1-week shippable → test. Else 90-day compounder → 20% now. Else defer.

C.3 — "Call the test?"

```mermaid flowchart TD D1{≥50 clicks/variant?} -->|No| D2[Keep running] D1 -->|Yes| D3{≥20% difference?} D3 -->|No| D4[No winner — next variable] D3 -->|Yes| D5{Both ran ≥3 days?} D5 -->|No| D2 D5 -->|Yes| D6[Call winner + dates] style D1 fill:#fff,stroke:#000,stroke-width:2px style D6 fill:#fff,stroke:#000,stroke-width:3px ```
Alt: Under 50 clicks keep running. ≥20% gap + ≥3 days both sides → call winner. Else rotate.

C.4 — "Compliant?"

```mermaid flowchart TD C1{Promises outcome?} -->|Yes| C2[Rewrite: no guarantee, just X] C1 -->|No| C3{Personal attribute?} C3 -->|Yes| C4[Remove you + attribute] C3 -->|No| C5{Offer true now?} C5 -->|No| C6[Fix offer or drop claim] C5 -->|Yes| C7{Unsub/disclosure?} C7 -->|No| C8[Add them] C7 -->|Yes| C9[Compliant — ship] style C9 fill:#fff,stroke:#000,stroke-width:3px ```
Alt: Outcome promise → rewrite. Personal attribute → remove. Untrue offer → fix. Missing unsub/disclosure → add. Else ship.

Appendix D — Pathshala worked thread (Option B)

One continuous example — benchmark, not template.
reference
Client Card: Pathshala Tutors, Lalitpur · NPR 12,000–18,000 per course · Sita, 24 · Baseline 1,200 visits → 360 views → 30 WhatsApp starts → 6 bookings · Leak is Awareness to Consideration, 70% (840 people) Target: 40 starts → 8 bookings · Budget NPR 24,000 (40 × 500 + 4,000 buffer) · CPL 500, CAC 2,500, 20% close, LTV 15,000, LTV at least 3×CAC yes · KPI 8 bookings a month, Month 3 Risks: Meta restriction (Ramesh, backup manager) · page delay (Anita, copy-only first) · no guaranteed band score
Part 1 fix: hero block "IELTS 6.5 in 90 days · NPR 12,000 · 8 seats" plus testimonial → +15% WhatsApp rate · Ramesh, Friday Part 1 budget: Capture Search 40% (9,600) · Create Meta 25% (6,000) · Compound SEO 20% (4,800) · Retain Email 15% (3,600) · Safety cap 800/day · pause Advantage+ to lookalike if CPL above 750 for 7 days
Part 2: 1 Oct fear vs aspiration, pain wins at 20% lower cost per click, stop loser week 2 · 15 Oct testimonial vs feature, testimonial wins at 25% higher WhatsApp rate · Asset 1 Reel "6.5 in 90 days?", 5.5 to 6.5 chart, "8-seat batches, Lalitpur. Free mock Saturday." and "8 seats, 3 left."
Part 3 summary: six commercial pages blocked by robots.txt (top fix) · the mock-test page missing meta and schema loses about 15% of clicks, a 45-minute fix · top three fixes plus five negatives cut waste by about 30% and add about 180 sessions in 60 days Triage: robots high/low priority 1 · meta medium/low priority 1 · orphan posts medium/medium priority 2 · sitelinks low/low priority 3
Part 4: E1 "Your free mock — 2 clicks" leads to booking Saturday · E2 "How Sita moved 5.5 to 6.5" leads to the 4-step plan · E3 "We saved your Saturday seat" leads to a 24-hour hold · segment is WhatsApp chat over 48 hours with no booking · influencer is a 12,000-follower study account, UTM plus code SITA10, paid and ad labels plus spoken disclosure, 90-day use plus whitelisting, 20 starts at NPR 350 or less, NPR 7,000
Part 5: why are WhatsApp starts flat despite rising spend? Finding 1: conversion 8.3% to 5.1% in week 3 (GA4 funnel, 15–21 Oct). Finding 2: 82% mobile, button below the fold. Fixes: move the button above the fold (about 8% by Friday), sticky bar (+15%), hero test (+10%)
Part 6: A3 quick wins NPR 3,000 for +8 leads, 375 per lead · More Meta NPR 8,000 for +6, 1,333 per lead · Content NPR 5,000 for +4, 1,250 per lead → Fund A3 first: cheapest, fastest, unblocks the leak

Appendix E — Submission checklist (photocopy + hand in)

Tick with files.
tear-off
Student: ____________________   Client: ____________________   Option: A / B · Session 3 date: ______

A1 — Strategy (30%)
☐ Client Card complete with sources ☐ funnel audit with conversion rates and drop %
☐ One leak named, one friction fix, one expected impact ☐ budget from goal × CAC plus buffer, splits add to 100%
☐ Risk register (3 rows, owners, triggers) ☐ compliance checklist all ticked ☐ KPI scorecard (6 or more KPIs, each with source and owner)
A2 — Content / Ads / Email (40%)
☐ Persona-to-hook matrix (3 fear plus 3 aspiration) ☐ 6–8 calendar rows, one variable each, decision rule on each
☐ 3 sendable assets, policy-clean ☐ segment rule specific ☐ 3 emails in full copy, one call to action each, unsubscribe present
☐ Influencer brief with UTM, code, disclosure, usage rights ☐ full UTM scheme
A3 — SEO / SEM Audit (30%)
☐ 3-bullet executive summary on page 1 ☐ keyword map (1 primary plus 3–5 secondary) ☐ on-page audit for 4 pages
☐ Technical triage (4 rows, impact plus effort, owner plus date) ☐ SEM appendix (Quality Score, wasted terms, 5 negatives, ad-group split)
☐ Action plan for 30/60/90 days ☐ screenshots labelled with tool and date
Packaging
☐ File names mba-dm-a1-[yourname].pdf, mba-dm-a2-[yourname].pdf, mba-dm-a3-[yourname].pdf
☐ Name and date on top of each file ☐ policy pass done (no guarantees, no bought lists, LTV at least 3×CAC)
☐ Self-review at least 24/30
Tutor signature: ____________________   Date: ______

Appendix F — Post-submission reflection

Fill after defence.
reflection
1. Proudest (one paragraph):
2. Weakest number/claim + what I'd do with more time:
3. Fumbled defence Q + better answer now:
4. Carry into real client work (3 bullets):
5. One tutor line from Session 3 that changed my thinking:
— — ✂ — —

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