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Module 8.1

Project Consolidation & Presentation Prep

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 1 hour

Session Objectives

  • ✅ Consolidate all module deliverables
  • ✅ Create a cohesive digital marketing strategy
  • ✅ Prepare professional presentation

What You've Built So Far

Module Deliverables:

  • Module 2: Website with SEO optimization
  • Module 3: Content strategy & calendar
  • Module 4: Social media strategy & campaign plan
  • Module 5: Google Ads campaign structure
  • Module 7: Analytics setup & UTM tracking

Now: Connect them into ONE complete strategy!

The Big Picture: Digital Marketing Ecosystem

    
    ┌─────────────────────────────────────┐
    │      BUSINESS OBJECTIVES            │
    └──────────┬──────────────────────────┘
               │
    ┌──────────▼──────────────────────────┐
    │   TARGET AUDIENCE INSIGHTS          │
    └──────────┬──────────────────────────┘
               │
    ┌──────────▼──────────────────────────┐
    │   DIGITAL MARKETING CHANNELS        │
    │  ┌─────┬─────┬─────┬─────┬─────┐   │
    │  │SEO  │PPC  │Social│Email│Content│  │
    │  └─────┴─────┴─────┴─────┴─────┘   │
    └──────────┬──────────────────────────┘
               │
    ┌──────────▼──────────────────────────┐
    │   ANALYTICS & OPTIMIZATION          │
    └─────────────────────────────────────┘

Project Structure Overview

Part 1: Strategy Document

  1. Executive Summary
  2. Business Overview
  3. Audience Analysis
  4. Channel Strategies
  5. Content Plan
  6. Budget Allocation
  7. Metrics & KPIs

Part 2: Tactical Execution

  1. Website/Landing Pages
  2. SEO Implementation
  3. Social Media Posts
  4. Ad Campaigns
  5. Content Calendar
  6. Analytics Dashboards

Executive Summary Template

1-Page Overview:

  • Business/Brand: Name, industry, location
  • Objective: Primary goal (leads, sales, awareness)
  • Target Audience: Who you're reaching
  • Key Strategies: 3-4 main tactics
  • Budget: Total monthly/campaign budget
  • Expected Results: Traffic, conversions, ROI projections

Audience Persona Recap

Demographics:

  • Age range
  • Gender
  • Location
  • Income level
  • Education

Psychographics:

  • Pain points
  • Goals/aspirations
  • Online behavior
  • Preferred platforms
  • Content preferences

Every strategy decision should tie back to your audience!

Channel Strategy Matrix

Channel Objective Budget Key Metric
SEO Organic visibility NPR 5,000 Organic sessions
Google Ads Lead generation NPR 20,000 Cost per lead
Facebook Ads Brand awareness NPR 15,000 Reach & engagement
Content Marketing Authority building NPR 8,000 Content engagement

Budget Allocation Framework

Total Budget: NPR 50,000/month (example)

Recommended Split:

  • 40% - Paid Advertising (Google Ads, Facebook Ads)
  • 25% - Content Creation (Blog, video, graphics)
  • 20% - SEO Tools & Services
  • 10% - Analytics & Automation Tools
  • 5% - Testing & Contingency

Adjust based on your goals and industry!

Defining Success: KPIs

Key Performance Indicators by Goal:

Goal Primary KPI Secondary KPIs
Lead Generation Cost per Lead Conversion rate, form submissions
E-commerce Sales ROAS (Return on Ad Spend) Revenue, average order value
Brand Awareness Reach & Impressions Social followers, engagement rate

90-Day Implementation Timeline

Phased Rollout:

  • Month 1 (Foundation):
    • Website/landing page live
    • GA4 & conversions set up
    • SEO basics implemented
    • Social profiles optimized
  • Month 2 (Activation):
    • Launch Google Ads campaigns
    • Start content publishing (2-3x/week)
    • Begin social media posting
    • Monitor & tweak campaigns
  • Month 3 (Optimization):
    • Analyze data & optimize
    • Scale what works
    • Cut underperforming tactics
    • Refine messaging

Consolidation Checklist

✅ Ensure You Have:

  • Clear business objective stated
  • Target audience persona documented
  • Website/landing page URL (live or mockup)
  • Content calendar (at least 2 weeks)
  • Social media posting plan (5-7 posts)
  • Google Ads campaign structure (keywords, ads, budget)
  • Analytics setup (GA4 + UTM links)
  • Budget breakdown by channel
  • Success metrics defined (KPIs)

Presentation Structure (15 minutes)

Recommended Flow:

  1. Intro (1 min): Business & objective
  2. Audience (1 min): Who you're targeting & why
  3. Website/SEO (2 min): Show website, highlight SEO
  4. Content Strategy (2 min): Content pillars & calendar
  5. Social Media (2 min): Platform strategy & sample posts
  6. Paid Ads (3 min): Google Ads/Facebook strategy
  7. Analytics (2 min): Tracking setup & KPIs
  8. Budget & Timeline (1 min): Investment & rollout plan
  9. Q&A (1 min): Questions

Slide Deck Best Practices

  • 🎨 Keep it visual: More images, less text
  • 📊 Use data: Charts, graphs, metrics
  • 💡 One idea per slide: Don't overcrowd
  • 🎯 Show, don't just tell: Demo website, show sample posts
  • 📱 Include mockups: Canva, Figma, or screenshots
  • 🔢 Use numbers: "Increase traffic by 50%" not "Improve traffic"

Visual Assets to Include

Website/Pages

  • Homepage screenshot
  • Landing page design
  • Mobile view

Social Content

  • Sample posts (mockups)
  • Content calendar view
  • Profile optimization

Ads & Analytics

  • Ad copy examples
  • Google Ads structure
  • GA4 dashboard

Storytelling: The "Before & After"

❌ Before:

  • No online presence
  • Low brand awareness
  • No lead generation system
  • Can't measure results

✅ After (Your Strategy):

  • Professional website
  • Active social media
  • Targeted ad campaigns
  • Data-driven optimization
  • Projected: 200+ leads/month

Show the transformation your strategy creates!

Handling Questions Like a Pro

Common Questions & How to Answer:

  • "Why this platform?"
    • → Link to audience behavior data
  • "What if budget is lower?"
    • → Show which channels to prioritize first
  • "How do you measure success?"
    • → Point to your KPIs & analytics setup
  • "What's the biggest risk?"
    • → Acknowledge challenges, explain mitigation plan

Presentation Delivery Tips

  • 🗣️ Practice out loud: Rehearse at least 2-3 times
  • ⏱️ Time yourself: Stay within 15-minute limit
  • 👁️ Make eye contact: Engage the audience
  • 🎤 Speak clearly: Avoid filler words ("um", "like")
  • 🖐️ Use gestures: Be animated (but not distracting)
  • 😊 Show confidence: You've done the work!

Backup Plan: Technical Issues

Be Prepared:

  • Save slides offline: PDF backup on USB drive
  • Printout: Bring printed version (just in case)
  • Screenshots: If live demos fail, show screenshots
  • Test early: Arrive early to test projector/connection

Hands-On Activity

Activity: Build Your Presentation Outline

Create a detailed outline covering:

  1. Slide-by-slide breakdown (title for each slide)
  2. Key talking points for each section
  3. Visual assets needed (list what to create/gather)
  4. Estimated timing for each section
  5. Potential Q&A responses (anticipate 3-5 questions)

Time: 30 minutes

Consolidation Worksheet

Fill Out This Framework:

  1. Business/Brand Name: _____________
  2. Primary Objective: _____________
  3. Target Audience (1 sentence): _____________
  4. Top 3 Marketing Channels: 1) _____ 2) _____ 3) _____
  5. Total Budget: NPR _____________
  6. Primary KPI: _____________
  7. Expected Result (90 days): _____________

Slide Deck Tools

Presentation

  • Google Slides
  • PowerPoint
  • Canva Presentations
  • Prezi

Design Assets

  • Canva
  • Adobe Express
  • Figma
  • Unsplash (photos)

Mockups

  • MockupWorld
  • Placeit
  • Figma templates
  • Canva mockups

Common Consolidation Mistakes

  • ❌ Treating each module as separate (no connection)
  • ❌ Generic strategy (not tied to specific audience)
  • ❌ Unrealistic budget or timeline
  • ❌ No clear success metrics defined
  • ❌ Too much text on slides (walls of text)
  • ❌ No visual proof (show, don't just tell!)
  • ❌ Not practicing presentation delivery

Quick Tips for Success

  • 🎯 Tell a story: Beginning (problem) → Middle (strategy) → End (results)
  • 🖼️ Show your work: Screenshots, mockups, visuals
  • 📊 Use data: Back up claims with numbers
  • 🔗 Connect the dots: Show how channels work together
  • ⏰ Respect time: Stick to 15 minutes

Peer Review (Optional)

Before Final Presentation:

Team up with 1-2 classmates and:

  1. Present your outline to them (5 min each)
  2. Get feedback:
    • Is objective clear?
    • Does strategy make sense?
    • Any confusing parts?
  3. Revise based on feedback

Next Session: Final Presentations!

What to Bring:

  • ✅ Completed slide deck (15 slides max recommended)
  • ✅ Strategy document (optional, but helpful)
  • ✅ Backup files (USB drive, cloud link)
  • ✅ Confidence & enthusiasm!

Presentation Day:

Module 8.2: Final Project Presentations & Feedback

Thank You!

Time to Showcase Your Skills

Next: Module 8.2 - Final Project Presentations

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