The main goal of this project is to develop a comprehensive digital marketing strategy for sweepstakes.ca that drives increased website traffic, encourages product purchases, and boosts entries for the sweepstakes draw. The strategy aims to engage the target audience through compelling content, leverage appropriate social media platforms, and optimize conversion pathways to achieve measurable results and business growth.

1. Research and Analysis: Conduct market research to understand the target audience, competitors, and industry trends. Analyze the current sweepstakes.ca platform, its offerings, and previous marketing efforts. Identify the unique selling points (USPs) and key messaging for sweepstakes.ca.
2. Define Objectives: Clearly define the objectives of the digital marketing strategy. For example, increase website traffic, drive product purchases, and boost sweepstakes entries.
3. Target Audience Identification: Identify the target audience that would be most interested in sweepstakes.ca. Consider demographics, interests, behaviors, and online habits. Create buyer personas that represent different segments of the target audience.
4. Social Media Platforms Selection: Identify social media platforms that align with the target audience's preferences and behaviors. Based on the research, consider platforms like Facebook, Instagram, Twitter, and YouTube.
5. Content Strategy: Develop a content strategy that focuses on engaging and compelling content to attract the target audience. Create a content calendar/schedule outlining the frequency and types of content to be shared on each platform. Mix different content formats such as images, videos, blog posts, infographics, and user-generated content.
6. Promotion and Advertising: Identify suitable advertising channels such as social media ads, search engine marketing (SEM), display ads, influencer partnerships, and email marketing. Set a budget and allocate resources to maximize reach and impact.
7. Conversion Optimization: Implement strategies to drive action, such as purchasing products or entering the sweepstakes draw. Optimize landing pages and website design to encourage conversions. Use persuasive call-to-actions (CTAs) and clear instructions to guide users through the desired actions.

Students will work closely with Jeff who is supervising and available for questions. This will also include occasional progress meetings where adjustments to the students' tasks and duties can be made if necessary.