Digital Marketing Plan
Cambly Case
PREPARED BY
MANAF KHUDIYEV
Company Overview
Company Name: Cambly
Business: Online English Course
Services: Online English Classes for individuals and kids
Courses: IELTS & TOEFL Exam Preparation, English Conversation, Business English, Basic English for Daily
Life, Academic English, Raising Children, etc.
PREPARED BY
MANAF KHUDIYEV
Situation Analysis - Digital Media Presence
Content Types & Formats - Instagram
Creative Meme Posts Animatic Video Post
Customer Testimonials Carousel Format
Info about Foreign Tutors Video Format
Product Advantages Image Format
Tips in English Image Format
Quiz Image Format
Holiday Celebration Image Format
General Tips Carousel Format
Informative Posts about the
Carousel Format
Course
Intriguing Post Video Format
PREPARED BY
MANAF KHUDIYEV
Situation Analysis - Competitor Analysis
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MANAF KHUDIYEV
Situation Analysis - Competitor Benchmark
Competitor Benchmark Promova Preply.com italki.com ingilizcekursu.com
Social Media 3 3 3 1
SEO 2 4 3 1
Creativity 4 2 3 1
Blog 4 2 3 1
Ad Usage 4 3 2 1
PREPARED BY
MANAF KHUDIYEV
Competitor Content Strategy - Social Media
According to the Competitor Benchmark, Promova and Italki show the best results; therefore, their tactics will
be deeply analysed.
Promova Italki
Tips in English Video Format Product Demonstration - Lessons Video Format
English Quiz Image Format Meme Content Video Format
Announcements Video Format Interactive Q&A Posts Image Format
Creative Meme Post Image Format Holiday Celebrations Image Format
Holiday Celebration Carousel Format Language Tips Image Format
Discount Image Format General Tips Image Format
Product Features Carousel Format Contest Image Format
General Tips Carousel Format Challenge Image Format
Interactive Quiz Image Format
PREPARED BY
MANAF KHUDIYEV
Social Media Strategy
Social Media Content
Objectives Content Plan Frequency KPIs
Accounts Formats
- Product Infos
- Discount Posts
- Creative Meme Posts
- Customer Testimonials
- Intro of Foreign Tutors
- Product Advantages
- 5-6 contents a week on
- Tips in English
Instagram - Follower
- English Quiz
- Image - Engagement
- Instagram - Trust - Announcements
- Carousel - 2-3 contents a week on - Page Visitor
- TikTok - Interest - Holiday Celebration
- Video Tiktok - Video View
- Youtube - Engagement - General Tips
- Animatic Videos - Reach
- Informative Posts about the
- 9-10 posts a month on - Impression
Course
Youtube
- Intriguing Post
- Challenges
- Product Demonstration from
Lessons
- Contests
- Interactive Quizes
PREPARED BY
MANAF KHUDIYEV
SMART Objectives
“Reaching 10,000 new followers on Instagram by the end of November with the assistance of
Instagram influencers and giveaways."
"Converting 300 new customers by the end of November through the use of influencer marketing,
retargeting ads, and PPC ads."
"Reaching 13,000 website visitors by the end of November through the utilization of influencer
marketing, retargeting ads, PPC ads, and SEO.”
PREPARED BY
MANAF KHUDIYEV
Buyer Personas
Name: Vafa Name: Elvin Name: Gulnur
Age: 18 Age: 30 Age: 40
Occupation: University Student Occupation: Marketing Manager Occupation: Doctor
Wish: Pass the IELTS Exam Wish: Promotion in his Job Wish: Develop her kids
PREPARED BY
MANAF KHUDIYEV
Persona 1
Vafa is a 20-year-old university student. She aims to pass the IELTS exam to pursue a master's degree, travel
abroad, and experience diverse cultures. She is an eager learner who seeks an interactive course to acquire
effective IELTS techniques.
Name: Vafa
Age: 20
Gender: Female
Occupation: University Student
Education: ADA, Business Administratiıon
Wishes:
- Obtain a high score in the IELTS exam.
- Pursue a master's degree in a specific field of study.
Challenges:
- Balancing academic responsibilities with exam preparation.
- Finding suitable resources and courses for effective IELTS preparation.
Interest: Reading, Traveling, Fashion, Cultural Events, Self-Development
Status: Single
Location: Baku
Digital Media Habits:
- As a typical Gen Z, Vafa enjoys spending time in a digital world.
- She enjoys engage with social media influencers since she saw influencers as her idol.
- Her most favorite activity in digital world is following lifestyle, fashion and travelling pages.
- Enjoys watching fun, short videos.
Social Media Platforms She Uses: Instagram (40%), Tiktok (40%), Youtube(20%)
Devices: Smartphone, Personal Laptop PREPARED BY
Income: 400-500 AZN MANAF KHUDIYEV
Awareness & Interest Stage
Digital Media Channel: Instagram Influencers
Tactic: Collaborating with 10 Lifestyle influencers, whose >60% audience’s age is
between 18-24 years old, each has averagely 50K followers. Influencers share story
series by asking for recommendations about the online English course from their
audience. After 1 day share that according to the recommendations of his/her
followers, she found Cambly and started it. “I will share my experience with you
later”.
Content Format: Instagram Story
Concept Type: Recommendation
Objective: Awareness
Content Type: Story Series (Talking about why Learning English is important and
asks for the English Language Course Recommendations)
Frequency: Each influencer 1 time, during the first two weeks of each month.
Budget: 600 USD
KPIs: Story Views & Social Media Visit
PREPARED BY
MANAF KHUDIYEV
Consideration & Conversion Stage
Digital Channel: Instagram Influencers
Tactic: Collaborating with the same 10 lifestyle influencers,
they share entertaining video content and showcase their
experiences with the course.
Content Format: Video Content
Concept Type: Feedback
Objective: Conversion
Content Type Video Content
Frequency: Each influencer one time, during the last two
weeks of each month.
Budget: 2300 USD
KPIs: Sales, Engagement, Reach, Impression
PREPARED BY
MANAF KHUDIYEV
Total KPIs for Persona 1
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MANAF KHUDIYEV
Retention Stage
Digital Channel: Email Marketing
Tactic: Sending personalized emails: newsletters, holiday greetings, discounts, surveys
Objective: Retention
Concept Type: Foundational, Promotional and Engager Emails
Frequency: 1-2 times, last two weeks of each month.
KPIs: Open Rate, CTR, Retention
PREPARED BY
MANAF KHUDIYEV
Persona 2
Elvin is a 30-year-old business professional who is looking to advance his career. He seeks to enhance his
language skills to effectively communicate with his international clients. He is in search of a course that can
teach him how to speak English with confidence.
Name: Elvin
Age: 30
Gender: Male
Occupation: Marketing Manager
Education: Master’s Degree
Wishes:
- Improve language skills for effective communication with international clients.
- Build confidence in speaking English.
Challenges:
- Overcoming potential language barriers in international business interactions.
- Finding a suitable online course that caters to his specific needs and preferences
Interest: Marketing Trends, Sport, Travel, Music, Personal Development
Status: Engaged
Location: Baku
Digital Media Habits:
Checking his social media accounts multiple times per day.
Keeping up to date with industry news and trends through various online sources.
Watching videos on streaming services like YouTube, Netflix and short reels on Instagram.
Social Media Platforms He Uses: Instagram (40%), Youtube (30%), LinkedIn (20%), Facebook (10%)
Devices: Smartphone, Personal Laptop, Work Laptop
PREPARED BY
Income: 3000-4000 AZN MANAF KHUDIYEV
Awareness & Interest Stage
Digital Media Channel: Instagram & Facebook Targeting Ads Objective Awareness
Tactic: Targeting Business Professionals with a video ad Age 25-44
Objective: Awareness, Website Traffic Gender Male & Female
Marketing Trends, Sport,
Content Type: Video Content Interests Travel, Music, Personal
Frequency: Every day, first two weeks of each month. Development
Instagram Feed
Total Budget: 1800 USD Placement Instagram Profile Feed
KPIs: Impression, CPM, Click, Cost Per Click, Website Traffic Instagram Stories
Budget Total Impression CPM Total Click Cost Per Click
$1,800.00 300,000 $6.00 3,000 $0.60
PREPARED BY
MANAF KHUDIYEV
Consideration & Conversion Stage
Digital Channel: IG & Facebook Retargeting Ad
Tactic: Retargeting the Website Landing Page visitors with
several video contents that show testimonials by business
professionals,
Objective: Conversion
Content Type Video Content
Frequency: Everyday during third and fourth week of each month
Budget: 1600 USD
KPIs: Conversion
Total
Budget CPM Total Click Cost Per Click Total Conversion
Impression
$1,600.00 300,000 $5.33 3,000 $0.53 120.00
PREPARED BY
MANAF KHUDIYEV
Total KPIs for Persona 2
Total Cost Per Total Cost per
Budget CPM Total Click
Impressions Click Conversion Conversion
$3,400.00 550,000 $6.18 5,500 $0.62 120.00 $28.33
PREPARED BY
MANAF KHUDIYEV
Retention Stage
Digital Channel: Email Marketing
Tactic: Sending personalized emails: newsletters, holiday greetings, discounts, surveys
Objective: Retention
Concept Type: Foundational, Promotional and Engager Emails
Frequency: 1-2 times, last two weeks of each month.
KPIs: Open Rate, CTR, Retention
PREPARED BY
MANAF KHUDIYEV
Persona 3
Gulnur is a 40-year-old mother of two children. She is seeking an English language course to facilitate her kids'
learning. She desires an interactive and enjoyable curriculum that will maintain their engagement and motivation.
Name: Gulnur
Age: 40
Gender: Female
Occupation: Doctor
Education: PhD
Wishes: Facilitate her children's learning of the English language.
Challenges:
- Finding an effective and engaging English language course for her kids.
- Ensuring the course is interactive and keeps her children motivated.
Interests: Reading, Cooking, Spending time with Family
Status: Married with 2 Children (14 years old son and 12 years old daughter)
Location: Baku
Digital Media Habits:
- Staying connected with friends and family through video calls and messaging apps.
- Searching for parenting advice, health and wellness information, travel planning, etc. on Google.
- Playing basic games on phone
- Watching reels on Instagram.
- Watching TV series on Youtube.
Social Media Platforms She Uses: Instagram (40%), Youtube (30%), Facebook (30%)
Devices: Smartphone, Smart TV PREPARED BY
Income: 1500 - 1600 AZN MANAF KHUDIYEV
Awareness & Interest Stage
Keywords:
Digital Media Channel: PPC (Google Ad)
Online English Course
Tactic: Targeting keywords such as “English language English courses for kids
courses for kids”, “Online English course”, “Children’s Child English classes
Online language learning
English language”
Children's English course
Objective: Awareness & Website Traffic Online language classes
Content Type: Text Child language learning
Frequency: Everyday, first two weeks of each month. Kids English program
Children's language course
Budget: 1500 USD
KPIs: Click, CPC
Budget Impression CPM Click Cost Per Click
$1,500.00 130000 $11.54 1300 $1.15
PREPARED BY
MANAF KHUDIYEV
Consideration & Conversion Stage
Digital Channel: IG & Facebook Retargeting Ad
Tactic: Retargeting the Website Landing Page visitors with several video contents that show how
interesting are the courses for kids
Objective: Conversion
Content Type Video Content
Frequency: Everyday during third and fourth week of each month
Budget: 1200 USD
KPIs: Conversion
PREPARED BY
MANAF KHUDIYEV
Total KPIs for Persona 3
Total Budget Impression Average CPM Total Click Cost Per Click Total Conversion Cost Per Conversion
$2,700.00 355,000 $8.44 3,550 $0.76 90.00 $30.00
PREPARED BY
MANAF KHUDIYEV
Retention Stage
Digital Channel: Email Marketing
Tactic: Sending personalized emails: newsletters, holiday greetings, discounts, surveys
Objective: Retention
Concept Type: Foundational, Promotional and Engager Emails
Frequency: 1-2 times, last two weeks of each month.
KPIs: Open Rate, CTR, Retention
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MANAF KHUDIYEV
Website & Blog
Objective: Selling Point
Website
Sections: Course Program, Platform, Blog, Career, Become a Tutor, Become an Ambassador
Objective: SEO
Content for Persona 1:
“Phrasal Verbs Beginning with H (Phrasal Verbs)”
“What is Passive Voice? How to use?”
Content for Persona 2:
Blog
“5 New Netflix Series You Can Improve Your English While Watching”
“Working and Career Opportunities Abroad”
Content for Persona 3:
“Reviews of Families Using Kids Program”
“The Importance of Quizzes in Your Child's English Education”
“5 English Storybooks Kids Will Love”
PREPARED BY
MANAF KHUDIYEV
Social Media Development
Strategy 1: Influencer Takeover
Tactic: Influencers will take control of a brand’s social media accounts
for a day. During the takeover, an influencer will make a live
broadcast, share different contents, interact with followers, and
promote the brand’s services.
Frequency: 3 Influencers, each month 1.
Budget: 1500 USD
KPIS: Follower Growth, Engagement
Tactic 2: Giveaway Campaign
Tactic: Giveaway Campaign will be made in order to increase the
follower and engagement of Instagram account.
Frequency: Each month, 1 campaign.
Budget: 500 USD
PREPARED BY
MANAF KHUDIYEV
Social Media Development KPIs
Takeover Engagement Estimated Followers (30% of Cost Per Gained
Follower Engagement Cost
Campaign Rate Engagers) Follower
Influencer 1 100,000 5% 5000 1500 $500.00 $0.33
Influencer 2 100,000 4% 4000 1200 $500.00 $0.42
Influencer 3 100,000 6% 6000 1800 $500.00 $0.28
Total 300,000 5% 15000 4500 $1,500.00 $0.34
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MANAF KHUDIYEV
KPIs Report
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MANAF KHUDIYEV
Media Calendar
PREPARED BY
MANAF KHUDIYEV
THANK YOU!
You can contact me at:
Email: mkhudiyev@ada.edu.az
PREPARED BY
MANAF KHUDIYEV
