| Course | MRKT 3001 Marketing |
|---|---|
| Week | Week 9 |
| Paper type | Digital brief |
| Length | About 760 words, 5 pages |
| Format | APA 7 student paper |
| School | Walden University |
| Program | BS in Business Administration |
| Updated | October 2026 |
Free sample paper for MRKT 3001 Week 9
A Digital Brief for Reaching First-Year Adopters Online: Targeting Settings by Platform, a Funnel From Search to Email, One Content Piece per Channel, the Numbers to Watch and the Settings Deliberately Left Off
Student Name
Walden University
MRKT 3001: Marketing
Instructor Name
Month Day, Year
A Digital Brief for Reaching First-Year Adopters Online: Targeting Settings by Platform, a Funnel From Search to Email, One Content Piece per Channel, the Numbers to Watch and the Settings Deliberately Left Off
Objective
Bring households in their first three months with an adopted dog, within a ten-minute drive of either Second Paw Pet Supply store, into the store for a free harness fitting, and keep them returning for food and supplies. Second Paw is the composite two-store independent pet retailer in Madison, Wisconsin, whose whole plan rests on serving dogs' new owners in their first months.
Targeting by Platform
Table 1
How the Target Group Translates Into Each Platform's Settings
| Platform | Setting | Value used | Reason | |
|---|---|---|---|
| Search ads | Location | 5-mile radius around each store | Matches the ten-minute drive | |
| Search ads | Keywords | crate training puppy; dog harness sizing; switching dog food; new dog checklist | Phrases a new adopter types in the first weeks | |
| Search ads | Negative keywords | wholesale; bulk; cheapest | Screens out price-first buyers the store does not target | |
| Social ads | Location | Same radius | Consistent trade area | |
| Social ads | Audience | People who engage with the county shelter's page; interest in dog training | Reaches adopters without personal data the store does not hold | |
| List source | Customers who booked a fitting and agreed to emails | Built from real visits, never a purchased list | |
Settings illustrative of common platform options; Second Paw is a composite store.
The Funnel
Search catches need. A new adopter searching how to size a harness or crate-train a puppy has a problem now; a search ad offering a free fitting answers it directly. Social builds familiarity. Ads on the shelter's audience show the fitting and the store's people over several weeks, so the name is known when the need arises. Email brings people back. After a first visit, a short series of emails covers the four-week follow-up fitting, a reminder when the starter food bag is likely running low and local delivery for refills. Chaffey and Ellis-Chadwick (2019) describe this kind of planning as matching each digital channel to a stage of the customer journey, from reach to retention.
Content per Channel
Search: a plain text ad, "Free dog harness fitting in Madison. Trained fitters, both stores, no purchase needed," linking to a booking page.
Social: a 20-second video of a fitter adjusting a harness on a shelter dog, with the headline "Does it actually fit?"
Email: a four-week follow-up note, sent only to customers who asked for it, "Time to check that harness," with a booking link and a short checklist for checking fit at home.
Measurement
The store watches bookings and returns rather than clicks and views, because the objective is visits by the right households, not attention in general. Kotler and Armstrong (2018) caution that easy-to-collect digital metrics can distract from the outcomes a business actually needs.
Table 2
What Each Channel Reports and the Figure the Store Will Watch
| Channel | What the platform reports | Figure the store watches | |
|---|---|---|
| Search | Impressions, clicks, cost per click | Fittings booked from search per month and cost per booking | |
| Social | Reach, video views, engagement | Fittings booked by people who saw the ad, using a booking code | |
| Opens, clicks, unsubscribes | Share of fitting customers who return within 60 days | |
Figures chosen by the author for this brief.
Settings Deliberately Left Off
Several available settings are left off on purpose. The brief does not target by age, gender or income, because the segment is defined by a life event, adopting a dog, not by demographics, and demographic filters would exclude adopters who do not fit an assumed profile. It does not use purchased email lists or lookalike audiences built from data the store does not hold, both to respect privacy and because the Federal Trade Commission expects businesses to be honest about how they collect and use consumer data (Federal Trade Commission, n.d.). And it does not bid on competitors' brand names, which would raise costs and invite retaliation without reaching the store's chosen buyers.
Budget and Review
A starting budget of $600 a month, split $350 search, $200 social and $50 for the email service, is reviewed after three months against cost per booking. If search bookings cost more than the margin a typical new adopter generates in the first three months, the store will narrow the keywords before raising the budget. Social spending gets the longest trial, since familiarity builds slowly and its effect shows up in later searches and walk-ins that the booking code will not always capture.
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson.
Federal Trade Commission. (n.d.). Protecting personal information: A guide for business. https://www.ftc.gov/business-guidance/resources/protecting-personal-information-guide-business
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
What the MRKT 3001 Week 9 instructions ask for
In Week 9 you write a digital marketing brief for one target group. State a single objective. Translate the target group into each platform's actual settings, such as location radius, keywords and audience sources, in a table. Place each channel at one stage of a funnel and describe one content piece for each. For measurement, list what each platform reports and the one figure your business will actually watch. Name settings you deliberately leave off and explain why, including privacy considerations. Close with a starting budget and a review point. Write it as a working brief with short headed sections, not an essay.
How the MRKT 3001 Week 9 example is put together
The brief states its objective of fittings and return visits. A six-row targeting table covers search and social location, keywords, negative keywords, a shelter-based audience and a consent-based email list. The funnel section assigns search to need, social to familiarity and email to return, citing Chaffey and Ellis-Chadwick. Content notes describe a text ad, a 20-second fitting video and a four-week follow-up email. A measurement table pairs each platform's reports with the figure the store watches, citing Kotler and Armstrong on the pull of easy metrics. The settings left off are demographic filters, purchased lists and competitor bidding, with the FTC cited on data practices. A $600 monthly budget is reviewed after three months.
Where the marks sit in the MRKT 3001 Week 9 rubric
Digital briefs are graded on precision and judgment. Targeting should translate the segment into real platform settings rather than general descriptions. Each channel should have a defined role in the funnel and content suited to that role. Measurement earns credit when it focuses on the figures tied to the objective, not on every available metric. Strong briefs explain deliberate exclusions, especially where privacy or fairness is involved. A realistic budget and review point show the brief can be put to work. Briefs that read as essays about social media, or that list every platform without a reason, fall short.
Common MRKT 3001 Week 9 mistakes, and how to avoid them
Write your objective as one sentence with a measurable action, such as booking a visit. Then open each platform's settings and ask which ones match your target group: where they are, what they search for, whom they follow. Put each in a table. Decide what each channel is for; search, social and email do different jobs. For measurement, pick the one figure that shows your objective is being met. Finally, list settings you could use but will not, and say why. Common weaknesses are targeting by age or income when the segment is defined by behavior and tracking clicks instead of outcomes. Share your target group and we can map the settings with you. Keep the brief short enough that someone setting up the accounts could follow it without asking questions.
Get a MRKT 3001 Week 9 example written to your instructions
Paste the Week 9 digital prompt with the rubric; a brief built to it, targeting table and funnel included, is delivered inside 24 to 48 hours with the first free. Name the platforms your section expects. Where the prompt is open, the brief picks the three that reach your chosen buyers most directly.
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MRKT 3001 Week 9 questions, answered
Where can I find a free MRKT 3001 Week 9 sample paper?
The digital brief, both tables and the budget appear on this page in full, free.
How is the target group targeted on search in the MRKT 3001 Week 9 brief?
With a five-mile radius around each store, phrases like crate training puppy and harness sizing and negative keywords such as bulk and cheapest.
What role does each channel play?
Search catches buyers at the moment of need, social video builds familiarity and email brings customers back.
Which figures does the store watch?
Fittings booked from search and social and the share of fitting customers who return within 60 days.
Which settings are left off on purpose?
Age, gender and income filters, purchased email lists and bidding on competitors' names.