Digital Marketing Fundamentals: Peak Performance Case Study Selection
Over the last four weeks, my educational experience has been centered around the essential fundamentals of digital marketing. I recall feeling a touch of excitement on the outset of of week one. The thesis company selection process required forethought and a commitment to a particular trajectory of study for the coming year. I was careful in my selection and weighed several factors such as:
Amount of access to the company and if I could practically utilize my findings to benefit the organization.
If the company’s niche centered around a field I found of interest enough to focus on in depth for a full year of study
The company’s existing industry presence, client base and digital footprint
If the company had room for improvement in regards to the brand’s identity and digital profile
After considering a few options such as my boyfriend’s woodworking company, Knot & Chisel, my own (that this website is based upon) Mikiren, and The Devil Makes Three, for whom I manage social media accounts, I finally landed on Peak Performances Inc. I currently work at Peak Performances leading the booking team. In this role, I help ensure the successful talent acquisition process for hundreds of performance slots a year across a variety of venue, festival and parks and recreation clients. My boss and CEO, Michael O’Brien has been an incredible mentor in my career and I am lucky enough to work with such a people first minded organization that is supportive of my practical study in the field of Digital Marketing. The field is integral to today’s live event industry from how tickets are sold to how artists interact with their fanbase.
This first week of fundamentals had us diving deep into initial analysis, which will be a key contributor to the final project of this program. Performing both the PESTEL and SWOT Analyses, assisted in providing a starting perspective of Peak and the environment it exists in. The research process provided insight into an industry I have spent many years in but seldom analyze the current state outside of observable aspects in my day to day.
The PESTEL Analysis offered context for the environment and key considerations for the company’s niche marketplace.
The SWOT Analysis offered a clear summary of the company’s current state and potential trajectories and areas for improvement.
Both of these will contribute heavily to my comprehensive marketing plan. I will surely reference the associated research paper throughout the coming months.
We then dove into some key concepts that offered a more technical study, which I greatly appreciated. A few of the subjects we dug into that I really enjoyed were:
SEO
Retargeting
Artificial Intelligence (Content Generation)
As I look forward to coming classes and areas of study, I am excited to dive into subjects that will be essential to my final project and the later execution of concepts in real-world practice. At the moment, I am most excited for the following subjects:
Digital Storytelling and Branding
Digital Design and Usability
Advanced SEO
Digital Analytics & Optimization
Thank you for following along as I navigate this educational experience and share my journey!
