156.756 Assessment 2 : Digital Marketing Strategy
Assessment Client: Three Sisters Brewery (https://threesistersbrewery.store)
Due Date: Monday 8 June 2026, 11:55am
Weighting: 50% of course mark
Word count: 4,000 words
Assessment Brief
This assessment requires you to act as a digital marketing consultant to the marketing team for Three Sisters Brewery.
For this assignment, you can choose the target market of EITHER New Zealand OR China. The focus is on business to consumer marketing (i.e. the consumer market).
The social media channels for Three Sisters Brewery are:
Three Sisters Brewery https://threesistersbrewery.store/
Facebook https://www.facebook.com/threesistersbrewery/
Instagram https://www.instagram.com/threesistersbrewery/?hl=en
LinkedIn https://www.linkedin.com/company/three-sisters-brewery/
Note: If you choose China, you should look at their Chinese website and social channels.
In Week 2, a representative from Three Sisters Brewery will attend class and brief you on their aims for the marketing strategy, providing detail about their objectives, previous marketing campaigns (if applicable) and the information on Three Sisters Brewery’s target market.
Please note – throughout your assessments on this company, you will also be marked on your adherence to this verbal briefing and the company’s conception of the brand. Knowing the company’s understanding of their segmentation, brand and brief and responding to this is a critical part of working in digital marketing.
You should be actively taking notes during this briefing, and you should repeat the brief in your assessments and how you will respond to it. In a commercial environment, not knowing the brief could mean losing the client.
You will then provide a step-by-step digital marketing strategy that they can implement, with the aim of convincing your client that this is the correct approach. A digital marketing strategy is one that integrates all of your digital activities under a single theme (e.g. to “increase brand awareness and conversions by promoting the lifestyle of Lululemon using User Generated Content of people living the Lululemon life”).
Your assignment should consider the following:
- How the strategy ties in with and complements the company’s business objectives
(look at the big picture – are you going for the right target market?)
- A strategy that can be summarised in an elevator pitch
- How the tactics (specific marketing actions) feed into this overall marketing strategy
- How the recommended channels complement this strategy
- You may also consider how this complements their offline experience (e.g. in store)
- A review of the existing channels
- A time period for the campaign
- Suggested hashtags
- Suggested posts or themes (it can be good to screenshot examples of other brands using content that would be good)
- KPIs (Key Performance Indicators) for measurement (e.g. conversions, engagement, reach, fans)[1]
- A buyer persona
- A customer journey
- A solid consideration of how you get people to move from one place to the next (e.g. if you are using Facebook Live, how do you then get those people to move across to your website/ Facebook group? How do you capture their information for remarketing/ contact them again?)
- A marketing calendar
- A budget (note: you are not being marked on how accurate your budget is – you are not allowed to contact suppliers for this assignment. Rather we want you to begin considering a budget and get in this habit). Note: this budget must respond to the amount that you were briefed on.
- An introduction and conclusion that summarises your strategy
Please see the end of this document for the breakdown of the composition of these parts.
Individual / Group: You may complete this assignment as an individual or a group (maximum number of 4). Please note that having more students in your group does not mean that you write less, it actually means that you will be expected to produce a larger and more comprehensive report.
It is expected you will integrate a minimum of two different digital marketing channels into your overall strategy. Three people = three channels, etc. If you are completing the assignment as an individual you should include at least two channels so you have an opportunity to demonstrate strategy and an omnichannel approach.
Please note:
- Your assessment may be shared: Your assessments may be shared with these companies, so you are to write in a business style that is confident, clear, forthright and direct.
- Write with purpose: You should write as if you are writing for a busy person, and clearly lay out your argument. This assignment is much more about laying out a clear strategy than discussing theory, but you should reference where you have included theory so that the client knows that you understand digital marketing.
- Justify your decisions: You will find when recommending strategies there are often advantages and disadvantages to each recommendation, so you will need to justify
why your recommendation is the correct choice. Quote benefits, reasons why, state statistics, and all ideas must be referenced back to digital marketing “best practice” (a successful website, a peer reviewed article, a case study on the subject, recent statistics, a text book, a quote by the guest speaker etc). You will often find there are multiple ways to achieve a goal – just go with what you think is the best and say why.
- Be specific: When giving ideas to your client, it is important to give specific examples and be detailed in your explanations. Your client’s marketing team would prefer you only provided two or three well thought out detailed specific strategies, rather than an exhaustive list of ideas that just ‘skim the surface’. This means rather than providing large chunks of theory, it is better to detail the specific strategies of how you will achieve the desired result (sample keywords, ideas for content pillars in social media marketing, etc.). Note: this is particularly important if you use Artificial Intelligence to brainstorm your ideas. AI is prone to providing aggregate information, or information that has a bias towards the average. This means that it is likely to throw up a lot of information that is general about Search Engine Marketing, but no specific information that is actionable or that a client would actually pay for. You must check that it is both on-brand and not exactly the same as the marketing for their competitors. You are looking to provide differentiation that would make someone choose your product over competitors.
- Pretend it is real: Pretend you are going to actually implement your strategy(s) and have to justify why and how to implement it. Therefore, include everything necessary for your strategies to be fully implemented, and fully communicate your intention. For example; provide a sample selection of tweets/postings, PPC adverts, landing page, articles, topics or themes to be used, indicate frequency and timing, etc. Use screen shots of similar ideas to evidence how you will do this. This will help you evidence the tone.
- Think ‘mobile first’ and ‘journey driven design’: How do people engage with the company on and offline, and how do these modes intertwine?
- Balance: Provide suggestions your client can practically use, matched to academic and industry researched justifications. You will need to use all your knowledge of digital strategy, business models, website design and relationship marketing to successfully complete this assignment.
- Appendix: All appendix items must be referenced within the assignment.
Please remember to fill out the peer review component too – if this is not submitted, 3% of your grade will be deducted. This can be found on the Assessment 2 page on Stream.
In this assignment, AI planning is allowed. This means that you may use AI for planning, idea development and research.
You must produce the original content. You must review, fact-check, and evaluate the suggestions AI provides.
Please consult the guidelines in your course Stream site. You must submit all prompts and outputs to AI in your appendix and your AI Declaration. You must also keep a OneDrive copy evidencing the development of your assessment.
Assessment Breakdown
| Criteria | Value |
| Elevator pitch – strategyAbility to cohesively summarize an elevator pitch strategy in the introductory paragraphs that summarizes the overall direction of the campaign. This should include the campaign’s relationship to the target audience, relationship to the business offering and business objectives, and briefly explain the overall marketing strategy. This elevator pitch must respond to the brief. | 5 |
| Buyer personaThe development of a buyer persona (or buyer personas) that clearly relates to the company’s target audience. | 5 |
| Customer journeyThe development of a customer journey map that illustrates how the customer will find, interact, and be moved through channels towards purchase. | 5 |
| Marketing calendar and tacticsThe development of a marketing calendar that utilises integrated marketing techniques across channels themes to support the overall strategic direction of the campaign. The identification of sustainable solutions and tactics to build traffic, campaign goals and conversions. The marketing calendar should have a clear relationship and linkage to the written explanation of your approach to tactics within the body of your essay. There should be some indication of how much budget you are allocating to each channel. | 15 |
| StrategyA clear, identifiable marketing strategy that is developed throughout the body of the essay which ties the ideas and channels together and makes logical sense. Tactics, examples, channels and KPIs that support this strategy. A conclusion that ties the ideas together and summarises the strategy. | 10 |
| Report style formatThe presentation of your assignment in a clear, concise format which follows APA style referencing and has excellent grammar and spelling. | 5 |
| Engagement with secondary researchEngagement with secondary research as and where is applicable to support your argument (e.g. choice of channels, identification of target market). A balance between academic resources and industry sources. | 5 |
| Total | 50 |
Note. Some of these may be difficult, but focus on the ones that you can do (e.g. doing Customer Lifetime Value might be too hard for this assignment) and rough ballpark estimates. A good list of digital marketing metrics is available here: https://www.klipfolio.com/resources/kpi-examples/digital-marketing