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The project: (2 parts, so really 2 projects) 1.) Create a 3 month paid media campaign: HopSkipDrive has never had a robust paid media function for B2B/brand, but we are interested in starting to understand options available to us. Historically, we’ve focused on sponsored content in trade publications, but we know there’s a lot more to do, particularly around social media ads, search engine marketing, paid ads in trade publications, and more. Our goals are: 1) Drive new leads in our current markets (ideal customers are school districts) 2) Grow brand awareness 3) Get clear and informative learnings on which paid channels to double down on Draft a 3 month paid media strategy to meet the above goals. Note goals, recommended channels and focuses, messaging, metrics, targeting and segmenting, and how you’d design the program to deliver clear learnings at the end of the three month period. Please also note how you might engage with others on the Communications & Marketing team to decide on strategy and messaging (PR, Demand Gen, Product Marketing). Assume we have design and pre-existing video assets but note if there's a particular asset you believe is critical. Build your plan noting how you would scale up and down based on two different budgets: $100,000 for three months or $25,000 for three months. 2.) Website relaunch We’re looking to relaunch our website this year, redesigning it to meet the needs of our growing business. Please draft an RFP for a web development agency. It should include: ● Goals for a new website, including audiences ● Any “Must change” aspects of our current website ● Any “Must keep” aspects of our current website including any specific pages or features ● A recommended or desired timeline Note that we do not anticipate you will have all the answers or in-depth information about website design (also, you cannot offend us). The goal is to understand your project and vendor management skills, as well as your perception and analysis of our current brand assets. Please also note how you might engage with others on the Communications & Marketing team to decide on strategy and messaging (PR, Demand Gen, Product Marketing).
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Director, Brand and Digital Marketing

Interviewed at HopSkipDrive

3★
Mar 20, 2024

The project: (2 parts, so really 2 projects) 1.) Create a 3 month paid media campaign: HopSkipDrive has never had a robust paid media function for B2B/brand, but we are interested in starting to understand options available to us. Historically, we’ve focused on sponsored content in trade publications, but we know there’s a lot more to do, particularly around social media ads, search engine marketing, paid ads in trade publications, and more. Our goals are: 1) Drive new leads in our current markets (ideal customers are school districts) 2) Grow brand awareness 3) Get clear and informative learnings on which paid channels to double down on Draft a 3 month paid media strategy to meet the above goals. Note goals, recommended channels and focuses, messaging, metrics, targeting and segmenting, and how you’d design the program to deliver clear learnings at the end of the three month period. Please also note how you might engage with others on the Communications & Marketing team to decide on strategy and messaging (PR, Demand Gen, Product Marketing). Assume we have design and pre-existing video assets but note if there's a particular asset you believe is critical. Build your plan noting how you would scale up and down based on two different budgets: $100,000 for three months or $25,000 for three months. 2.) Website relaunch We’re looking to relaunch our website this year, redesigning it to meet the needs of our growing business. Please draft an RFP for a web development agency. It should include: ● Goals for a new website, including audiences ● Any “Must change” aspects of our current website ● Any “Must keep” aspects of our current website including any specific pages or features ● A recommended or desired timeline Note that we do not anticipate you will have all the answers or in-depth information about website design (also, you cannot offend us). The goal is to understand your project and vendor management skills, as well as your perception and analysis of our current brand assets. Please also note how you might engage with others on the Communications & Marketing team to decide on strategy and messaging (PR, Demand Gen, Product Marketing).

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