Assignment 1.1: Project Setup & Digital Marketing Foundation

Objective

Establish your semester-long digital marketing project by choosing a focus (personal brand, small business, or campus club), setting up essential accounts, and defining your target audience and value proposition.

Instructions

  1. Choose Your Project Focus
    • Select one: Personal brand (e.g., freelance designer, photographer), Small business (real or simulated), or Campus club/organization
    • Write a brief project description (2-3 sentences)
  2. Set Up Essential Accounts (if not already done)
    • Gmail/Google Workspace account (professional email)
    • Google Drive folder structure for your project
    • Google Analytics Demo Account (https://analytics.google.com/analytics/web/demoAccount)
    • Social media: Facebook Page OR Instagram Business OR LinkedIn Page
  3. Define Your Audience & Value Proposition
    • Write one paragraph answering:
      • Who is your target audience? (demographics, interests, pain points)
      • What value do you offer them?
      • Why would they choose you over alternatives?
  4. Create a Simple Brand Kit
    • Brand name
    • Primary colors (2-3 hex codes)
    • Tone of voice (3-5 descriptive words: e.g., friendly, professional, innovative)
    • Tagline or one-line mission statement

Deliverables

Submit a 1-page Project Intent Note (Google Doc or PDF) containing:

  • ✅ Project title and description
  • ✅ Target audience definition (one paragraph)
  • ✅ Value proposition statement
  • ✅ Simple brand kit (name, colors, tone, tagline)
  • ✅ Account checklist with screenshots showing:
    • Gmail/Google Drive setup
    • Social media business page created
    • Google Analytics Demo Account access

Submission Guidelines

  • Format: PDF document or shareable Google Doc link
  • Naming: M1-Assignment-YourName.pdf
  • Due: Before Module 2 (next class session)
  • Submit via: Google Classroom or email to instructor

Evaluation Criteria (5 points)

  • Clarity of goal and audience (2 pts)
    • Clear project description and target audience definition
    • Specific, realistic audience characteristics
  • Practical feasibility (2 pts)
    • Project is achievable within semester timeframe
    • Value proposition is realistic and compelling
    • Brand kit is cohesive and appropriate
  • Professional setup and naming (1 pt)
    • All accounts properly set up with professional names
    • Screenshots show active, working accounts
    • Document is well-organized and clearly formatted

Tips for Success

💡 Choose a project you’re genuinely interested in - You’ll be working on this all semester!

💡 Keep it simple - Focus on one niche audience rather than “everyone”

💡 Use free tools - Google Workspace, Canva (free), Meta Business Suite are all free and sufficient

💡 Document everything - Take screenshots of your setup process; you’ll need them for future modules

Resources

Remember: This project foundation will be used throughout the semester. Take time to think it through carefully!