Project›Core· 120 min read

Project: Build a Digital Marketing Plan

Put everything together: build a complete, real digital marketing plan for a local business, step by step.

What you will learn

Combine persona, funnel, channels, budget and KPIs into one plan
Set SMART goals and a measurable budget split
Produce a plan you could actually hand to a business owner

What you will build

This is your capstone. You will write a full digital marketing plan for one local business — the kind a real owner could pick up and act on. It pulls together every idea from this course: persona, funnel, channels, budget, KPIs, landing page, and positioning.

We will build it for a sample business so you can see each step, then you do your own. Our example: FitZone, a new gym opening in Lucknow with a monthly budget of ₹20,000.

Step 1 — Business and goal

Start by naming the business and a SMART goal. Be specific and time-bound.

Step 1 — the business and one clear, measurable goal

Business:  FitZone, a new gym in Gomti Nagar, Lucknow
Budget:    Rs 20000 per month
SMART goal: Get 50 paying members in the first 2 months

Note: The goal names a number (50 members) and a deadline (2 months), so success can be checked. Everything else in the plan now serves this single goal.

Step 2 — The buyer persona

Describe the one ideal customer the plan will speak to.

Field	Details
Name	Busy Rohit
Age	28
Location	Gomti Nagar, Lucknow
Job	IT professional, sits all day
Goal	Get fit without losing hours
Pain point	No time for long gym sessions
Online	Instagram, evenings and weekends

Step 3 — Positioning

Pick the one spot to own, written as a positioning statement.

Step 3 — a clear position: fast, time-saving workouts

For busy IT professionals in Gomti Nagar,
FitZone is the gym
that delivers a full workout in just 30 minutes.

Note: This position matches Rohit’s pain point exactly — no time. The whole plan will hammer the message of quick, effective workouts.

Step 4 — Channels and budget split

Choose channels that fit a fast launch, then split the ₹20,000 across them.

Channel	Share	Amount	Funnel job
Instagram & Facebook ads	55%	₹11,000	Awareness + sign-ups
Google Search ads	20%	₹4,000	Catch "gym near me" searches
Content (reels, posts)	15%	₹3,000	Proof + free reach
Email / WhatsApp tool	10%	₹2,000	Follow up leads
Total	100%	₹20,000

Step 5 — A sample ad and landing page

Write one real ad and the page it leads to. Match the wording across both.

Step 5 — a matching ad and landing page, both pointing to one CTA

AD (Instagram)
Headline:  Fit in 30 minutes. FitZone Gomti Nagar.
Text:      Busy schedule? Get a full workout in half an hour.
CTA:       Book my free trial class

LANDING PAGE
Headline:  Get fit in 30 minutes at FitZone Lucknow
Benefit:   Trainer + diet plan, sessions that fit your day
Proof:     Opening offer: first 50 members get 20% off
CTA button: Book my free trial class

Note: The ad and the landing page share the same headline idea and the same CTA. That consistency reassures the visitor they are in the right place, which lifts conversions.

Step 6 — KPIs to track

Finally, decide which numbers tell you if the plan is working. These come straight from the goal.

CTR on the ads — are people clicking? (aim above 1%)
CPA — how much does each new member cost?
ROAS — are the ads earning more than they cost?
Members joined — the real goal: are we on track for 50?

Your tasks

Pick your own local business (a bakery, salon, shop, or coaching institute).
Write Step 1 — the business, budget, and one SMART goal.
Build the buyer persona (Step 2) and positioning statement (Step 3).
Choose channels and a budget split that adds up to 100% (Step 4).
Write one sample ad and a matching landing page (Step 5).
List the KPIs you will track (Step 6).
Put it all into one clean document — your finished marketing plan.

Tip: Keep every part pointing at the same goal and persona. If a channel or message does not help win your specific customer, drop it. A focused plan beats a long, scattered one every time.

Watch out: Make your budget split add up to exactly 100% and your goal time-bound. A plan with vague goals or numbers that do not add up is the most common mistake — and the easiest to fix before you start.

Q. In a marketing plan, what should every channel, ad, and message be aligned to?

Answer: A strong plan stays focused: every channel, ad, and message serves one SMART goal and speaks to one clear persona. That focus is what makes the plan work and easy to measure.

✍️ Practice

Complete Steps 1 to 3 (business, goal, persona, positioning) for your chosen local business.
Write the budget split (Step 4) for your business and double-check the shares add up to 100%.

🏠 Homework

Finish the full six-step marketing plan for your business in one document. Include the SMART goal, persona, positioning, budget split, a sample ad and landing page, and your KPIs.