PART 2 - CASE STUDY Caveats All scenarios are fictional, and created for the purpose of the assessment only. Please state any and all assumptions at the beginning of your answer. Company details Other Planet is a B2B digital marketing agency that helps businesses run a variety of marketing channels, including paid media, SEO, email marketing, influencer work, creative, website design and development, CRO, and organic social media. Assignment overview Other Planet has tasked you with creating an outline of the various lead generation tactics you would employ to help Other Planet drive an additional 100 leads per month. These must be high-quality leads - businesses who are willing to pay at least $3k per month to Other Planet for assistance with digital marketing. Your budget is only $7,500 per month, and you’ll only have two people reporting to you for assistance, so you’ll have to be scrappy. But you can use that budget - and the time of those two employees, plus yourself - to do anything in the world, so long as it drives the target results. You have six months to implement all of your suggestions and bring Other Planet to a rate of an additional 100 leads per month. Questions to answer How will you spend your $7,500 per month budget, and what results do you expect to see from it? What “campaigns” (using this word broadly, could mean any activity that you expect may generate leads) will you set up that do not require any money at all? How will you measure the results of your various efforts? Please be specific - on what cadence? What metrics will you track, and with what technologies? Which metric(s) will you care about the most? How long will you test a given channel before deciding to scale it up or shut it down? How will you report results to your boss? Provide a sample report (no need for fancy formatting, just text / bulleted list(s) is fine). What responsibilities will you assign to the two employees you manage? How will you spend your own time? Please give a sample breakdown of how you will spend each week (assuming you work 40 hours per week).
