ROLE
I participated in the project focusing on keyword research, PPC ad creations, competitor evaluations (weaknesses and strengths), persona creations, looking for websites where we could display the ads, and landing page wireframe designs. I also collaborated with the team during and outside the class to create display ads, search appropriate visual creatives, and provide inputs about other’s works.
PROBLEM BEING SOLVED
By looking at the competitors’ weaknesses, strengths, and AMC’s audience demography, we could create a competitive movie loyalty program to attract more viewers to AMC theaters. We could also determine which KPIs were necessary to measure the program’s success. After we agreed on the workflow, we had bigger pictures of what keywords we should search and how the ads plus landing pages might look.
CONCEPTS
- Integrate marketing fundamentals.
- How to use available data to plan the funnel.
- Customize a loyalty program using different digital channels.
- The workflow plan is the map on how to guide the customers through out the customer’s journey.
TECHNOLOGIES
- Social Media: Facebook, Twitter
- Website: https://www.amctheatres.com/
- Search Engine: Google
- Google Ads Display
- Google Search Ads