Hop on in the shotgun seat of the fastest growing crypto company, in the most demanding of departments

• What is the Company’s business model?
• What products and services do they offer their customers? What features and benefits? What value can they provide their customers?
• How would you define the Company’s brand?
• What about the Company’s brand differentiates it from its competitors?
• How is the Company looking to influence brand perception as the result of this project?

• Define the target audiences:
  • What market does the product best serve? How does the Company and the product meet the values, wants, and needs and expectations of their customers?
  • Examine the existing target market and current customers and refer to your analysis of the Company’s products and services.
  • Are there other segments of the market who may find these products/services useful or meets an unmet need?
  • What are the key and relevant demographic, psychographic, geographic and behavioral factors that can help the Company understand its ideal customer and improve target marketing strategies?
  • How do customers interact with the brand? What is the customer journey like?
  • How do they find out about and engage companies and products in this market space? How can they be reached?

During the industry-based experience, you’ll have the opportunity to engage in different units within the Marketing department. Some queries to guide your observation, exploration and analysis during this phase include:

• What is the Company’s current social media strategy? What messages and content are they communicating and how often? Through what media and channels?
• How do customers engage the Company’s digital communications?
•  Which of the company’s social media strategies have been successful? Which ones have not? How is success measured?
• Who are the Company’s main competitors? What products and services do they offer? What can you determine about their business model and target audience?
• What social media strategies are used by their competitors? What messages and content are they communicating? How often? What media/communication channels do they use?
• How do customers engage competitor digital communications? Which strategies seem successful? Which ones seem less successful?

• Who should the Company target in their campaign?
• What media and communication channels are best for engaging and educating customers? What messages would be most appealing and effective to persuade them to buy the product?
• What are the costs and benefits of using your strategy? What are the key risks and costs? Compare these risks with potential reach and benefit.
• What are the suggested metrics for evaluating this strategy and set of tactics? How often should this strategy be assessed?
•  For each customer segment:
  1. What specific strategy/ies do you recommend?
  2. What messages or content would be most effective? How can these educate consumers and emphasize the value proposition that the Company offers customers, particularly in relation to other companies in the market space?
  3. What messages and content would be likely to motivate consumers to engage the company (e.g. establish a connection with the Company, by enrolling and creating an account)?
  4. What communication channels would be most effective, and why?