You Have Been Recently Hired As A Digital Marketer: Create A Digital Marketing Plan For A Business Assignment, TCD, Ireland

You have been recently hired as a digital marketer for a company named Ireland Northwest Tours and you’ve been asked by the CEO to prepare a digital marketing plan for the following 12 months.

In your plan, you will assess the competitive market for Ireland Northwest Tours and create a digital marketing strategy to achieve the business goals. The company and associated information do not exist and were created solely for this assignment.

When you do your research, analysis, and develop your digital marketing plan, assume this company exists and must compete with actual companies. Essential information about the fictional company is presented below. You will need to read it before beginning this assignment.

Ireland Northwest Tours Situation

Ireland Northwest Tours is a tour company that’s looking to grow its digital marketing presence. Your goal is to create a digital marketing plan to promote Ireland Northwest Tours and achieve the company’s business objectives.

Two years ago, Ireland Northwest Tours was founded as a business-to-consumer company that organizes 1 – 3 day hiking and/or biking food tours of Donegal and also sells outdoor clothing merchandise. The company has a strong commitment to the local food tourism sector and focuses on group tours between 2 – 10 people that mainly promote the natural beauty of the county and locally produced food in Donegal. The company caters to all fitness levels and organizes hiking and/or biking tours of various durations and difficulties followed by food tasting events in local eateries. For tours of longer than 1 day, the company will also organize overnight accommodation with local establishments.

Ireland Northwest Tours has a fully functional website and E-commerce store selling tour bookings and outdoor clothing and social media accounts on Facebook, Instagram, and Twitter. The company has ten employees with two people overseeing digital marketing. The first person comes from a traditional marketing background and at present lacks the required knowledge to push the boundaries of digital marketing. The second employee in marketing is you.

The company currently only sells tours and merchandise directly to consumers. Although competitively priced, tour bookings and merchandise sales growth have been very weak due to COVID-19 lockdown restrictions. The company is now ready to exit lockdown with an expanded strategy where they will market also to other businesses by offering staff tours for team building days.

All merchandise for sale on the company website is produced locally in Donegal. All merchandise clothing items are vegan and are marketed heavily on the website and social media sites as such.

However, the food element of the tours is not mainly vegan. Although there are limited vegan and vegetarian options at the food tasting events, most emphasis is placed on locally sourced meat, seafood, and dairy food products.