The project aims to develop a comprehensive marketing and digital advertising strategy for the successful launch and promotion of Domi's platform. The primary goal is to build brand awareness, drive engagement, and attract both caregivers and clients to the platform. Learners will analyze current market trends, identify target audiences, and create a cohesive marketing plan that leverages various digital channels. The project will involve researching competitors, understanding the unique value proposition of Domi, and crafting compelling messaging. Additionally, learners will explore cost-effective advertising strategies and propose a timeline for implementation. The project will culminate in a presentation of the proposed strategy to Domi's marketing team.

The deliverables for this project include a detailed marketing strategy document outlining key objectives, target audiences, and proposed digital channels. Learners will also create a competitor analysis report and a timeline for the marketing campaign. Additionally, a presentation summarizing the strategy and key recommendations will be prepared for Domi's marketing team.

1.Market Research & Target Audience Analysis

• Identify Key Segments: Conduct research to define and understand your primary audience—PSWs and potential clients. This includes demographics, pain points, motivations, and behaviors in relation to caregiving services.
• Competitive Analysis: Analyze competitors in both the healthcare app market and similar platforms to determine what works and where there are opportunities for differentiation.

2. Branding & Messaging

• Develop Brand Identity: Create a compelling brand identity, including logo, color scheme, and tone of voice that resonates with both PSWs and clients.
• Craft Messaging: Develop clear, value-driven messaging that highlights how your platform improves accessibility and efficiency for caregivers and clients alike. This should align with your North Star: revolutionizing the way personal support workers connect with clients.

3. Digital Marketing Strategy

• SEO & SEM: Ensure your website/app is optimized for search engines (SEO) so that people can find your platform when searching for caregiving services. Use paid ads (SEM) to boost visibility on platforms like Google.
• Content Marketing: Produce valuable content (blog posts, videos, guides) related to caregiving, health, and well-being to attract and engage your target audience.
• Social Media Management: Build a strong presence on platforms like Instagram, Facebook, LinkedIn, and YouTube. Use a mix of posts, videos, and user testimonials to engage and grow your audience.

4. Paid Advertising

• Targeted Ads: Run targeted social media and Google ads to reach your specific audience. You can focus on geographic regions like Toronto and expand later, while using customer profiles to ensure ads are highly relevant.
• Retargeting Campaigns: Use retargeting ads to reach users who have visited your platform but haven’t yet signed up or booked services.

5. Public Relations (PR) & Community Engagement

• Media Outreach: Reach out to local media outlets, healthcare blogs, and podcasts to cover your platform's launch. Feature your app in interviews, guest blogs, or media coverage to increase credibility.
• Partnerships: Collaborate with healthcare organizations, support groups, or local businesses to promote your platform. You could also partner with influencers in the caregiving, healthcare, or wellness space to reach a broader audience.
• Events & Webinars: Host or participate in virtual or in-person events related to healthcare, PSWs, or family caregiving. Offer free informational webinars for caregivers to build trust and showcase your platform's benefits.

6. Email Marketing & CRM

• Lead Nurturing Campaigns: Set up email campaigns to nurture leads, including PSWs and potential clients who have shown interest but haven’t signed up yet. Provide them with useful content, special offers, or updates.
• Customer Retention: Use personalized email campaigns to retain existing users by keeping them informed about platform updates, new features, or promotional discounts.

7. Data & Analytics

• Measure Performance: Set up key performance indicators (KPIs) to track the success of marketing campaigns. Your marketing team should regularly monitor data from Google Analytics, ad platforms, and social media to make data-driven decisions.
• Optimize Campaigns: Continuously refine marketing efforts based on performance data, identifying what works and tweaking what doesn't for better engagement and conversions.

8. User Acquisition Strategies

• Referral Programs: Create a referral system where caregivers and clients can refer others and receive benefits, such as discounted services or bonuses.
• Influencer Marketing: Leverage influencers, especially within the healthcare or caregiving sectors, to promote your platform through testimonials or paid collaborations.

9. Local Marketing

• Geofencing Ads: Since you're focusing on Ontario (and potentially the U.S.), use local digital ads to reach audiences within specific locations. This will help target users within your launch region.
• Community Outreach: Engage with local communities, healthcare providers, and social services in Toronto to raise awareness and trust in your platform.