OWNED MEDIA Audit
Context
Armed with a few foundational models to draw from, it’s time to dig deeper into the strategies and tactics that brands use to make their
digital marketing come to life. This assignment asks you to examine a brand’s website and investigate how it employs Search Engine
Optimization and Search Engine Marketing to ensure that it can be found by the appropriate audience.
Task
Audit a brand’s website and SEO/SEM activity to determine the extent at which it meets industry best-practices.
This task will likely require about 4-5 pages (plus appendix).
Worth
20% of final grade.
Instructions
Download a copy of this document to work with and submit. It is in landscape (horizontal) format.
Select a brand (one brand per student, no duplication between students).
o It is recommended that you continue using the brand used in the previous assignment.
Reference that same brand throughout the entire submission.
Complete Parts 1-5.
Refer to and use what you captured in your homework if you like.
Refer to the course materials and weekly presentations, especially the checklists.
Respond in this document.
o Do not change formatting (font, size, margins, bullets) or it won’t be marked.
Submit this document to Blackboard for marking.
Marking Scheme
Please see the rubric in Blackboard for details about how you will be evaluated.
o Meeting the requirements = 75% mark (B)
Going beyond the requirements
o Don’t just write more, do more (refer to the homework and in-class activities and incorporate them)
o Find ways to demonstrate more thinking and learning that may lead to an A / A+
1
, o Discuss how what you do connects with the course concepts
What would you like to investigate further?
In what ways would you further demonstrate your learning?
Can you take a concept further?
Can you bring the subject matter to life in a new way? (go beyond pictures)
What about competitors?
This is about your thinking, not referencing someone else’s (no plagiarism)
Submission
See following page
2
, PART 1: Context
Fill out the following chart.
Criteria Reponses
Brand Evaluated Brand: Nike Canada
List the brand name and in one (1) Description: Nike is a multinational corporation that designs, develops, and sells athletic footwear,
sentence describe the products or apparel, equipment, and accessories.
services they sell.
Link to website https://www.nike.com/ca/
Provide a clean hyperlink to the
website/webpage that you’re
evaluating.
Brand Voice
Describe the brand’s voice in about 5 Nike's brand voice is characterized by its bold, inspirational, and inclusive tone.
sentences. Refer to concepts about Its language is straightforward and easy to understand, while its purpose is to inspire and empower
character, tone, language, and purpose. athletes of all levels to achieve their goals and reach their full potential.
Goals Conversion because it wants to drive sales of its products and Awareness because it wants to build
Using language from AIDAR, provide 2 brand recognition and loyalty among its target audience.
high level goals that you think the brand
is trying to accomplish with its website.
One sentence per goal e.g., Conversion
because…
Target Audience
Provide a summary of one target
audience in five (5) sentences. This Sarah is a 30-year-old working professional who lives an active lifestyle. She loves running, yoga, and
description will act as the lens for this working out at the gym. Sarah cares about her health and fitness, and she likes to buy quality athletic
assignment so be sure to be specific and gear that is both functional and fashionable. She is also socially conscious and values brands that
reveal nuances as to who they are. stand for social justice and inclusivity.
Consider demographic and
psychographic information.
Provide a first name for your audience.
3
Context
Armed with a few foundational models to draw from, it’s time to dig deeper into the strategies and tactics that brands use to make their
digital marketing come to life. This assignment asks you to examine a brand’s website and investigate how it employs Search Engine
Optimization and Search Engine Marketing to ensure that it can be found by the appropriate audience.
Task
Audit a brand’s website and SEO/SEM activity to determine the extent at which it meets industry best-practices.
This task will likely require about 4-5 pages (plus appendix).
Worth
20% of final grade.
Instructions
Download a copy of this document to work with and submit. It is in landscape (horizontal) format.
Select a brand (one brand per student, no duplication between students).
o It is recommended that you continue using the brand used in the previous assignment.
Reference that same brand throughout the entire submission.
Complete Parts 1-5.
Refer to and use what you captured in your homework if you like.
Refer to the course materials and weekly presentations, especially the checklists.
Respond in this document.
o Do not change formatting (font, size, margins, bullets) or it won’t be marked.
Submit this document to Blackboard for marking.
Marking Scheme
Please see the rubric in Blackboard for details about how you will be evaluated.
o Meeting the requirements = 75% mark (B)
Going beyond the requirements
o Don’t just write more, do more (refer to the homework and in-class activities and incorporate them)
o Find ways to demonstrate more thinking and learning that may lead to an A / A+
1
, o Discuss how what you do connects with the course concepts
What would you like to investigate further?
In what ways would you further demonstrate your learning?
Can you take a concept further?
Can you bring the subject matter to life in a new way? (go beyond pictures)
What about competitors?
This is about your thinking, not referencing someone else’s (no plagiarism)
Submission
See following page
2
, PART 1: Context
Fill out the following chart.
Criteria Reponses
Brand Evaluated Brand: Nike Canada
List the brand name and in one (1) Description: Nike is a multinational corporation that designs, develops, and sells athletic footwear,
sentence describe the products or apparel, equipment, and accessories.
services they sell.
Link to website https://www.nike.com/ca/
Provide a clean hyperlink to the
website/webpage that you’re
evaluating.
Brand Voice
Describe the brand’s voice in about 5 Nike's brand voice is characterized by its bold, inspirational, and inclusive tone.
sentences. Refer to concepts about Its language is straightforward and easy to understand, while its purpose is to inspire and empower
character, tone, language, and purpose. athletes of all levels to achieve their goals and reach their full potential.
Goals Conversion because it wants to drive sales of its products and Awareness because it wants to build
Using language from AIDAR, provide 2 brand recognition and loyalty among its target audience.
high level goals that you think the brand
is trying to accomplish with its website.
One sentence per goal e.g., Conversion
because…
Target Audience
Provide a summary of one target
audience in five (5) sentences. This Sarah is a 30-year-old working professional who lives an active lifestyle. She loves running, yoga, and
description will act as the lens for this working out at the gym. Sarah cares about her health and fitness, and she likes to buy quality athletic
assignment so be sure to be specific and gear that is both functional and fashionable. She is also socially conscious and values brands that
reveal nuances as to who they are. stand for social justice and inclusivity.
Consider demographic and
psychographic information.
Provide a first name for your audience.
3
