The primary goal of this project is to develop a detailed digital marketing strategy that enhances online engagement, increases brand awareness, and drives website traffic for Aspire's social enterprise and ecommerce store, TopOfTheRACK. This initiative will directly support the goals of TopOfTheRACK, which focuses on improving the sustainability of startups by entrepreneurs from underrepresented communities by reinvesting store proceeds into supportive initiatives for them.

Phase 1:

- Analyze the current online engagement and brand awareness of TopOfTheRACK to establish a benchmark for improvement.

- Develop a comprehensive digital marketing strategy tailored to the unique needs and mission of TopOfTheRACK.

Phase 2:

- Create engaging social content of various mediums and schedule across various platforms using a detailed content calendar.

- Implement strategies to enhance interaction and foster growth within the online community across various social platforms.

- Plan and execute digital marketing activities to increase website traffic.

Phase 3

- Compile a comprehensive final report that details the strategy development, implementation, and outcomes, including performance metrics such as engagement rates and website traffic, as well as actionable insights, such as content effectiveness and audience growth strategies, to guide future digital marketing efforts.

Regular Check-ins and Feedback:

• Hold scheduled meetings to review progress, provide feedback, and address any questions, ensuring students stay on track and effectively adapt their strategies. Work collaboratively to align project tasks with students' professional development goals.

Access to Required Tools and Resources:

• Provide essential digital marketing tools and platforms, along with tutorials, guides, to support students' learning and project execution.