Strategy Audit (GCT)
Now let’s complete the Strategy Assessment, to collect the ingredients we will need later in the
program.
Defining Goals, Content, and Targeting is the foundation of your digital marketing plan.
For students in the Johns Hopkins SAE course, this means working closely with a local service
business (e.g., plumber, dental practice, pest control, HVAC, landscaping, etc.) to define its Goals,
Content, and Targeting (GCT).
Your job is to help them uncover their real-world pain points and translate those into a measurable
digital strategy.
Defining Business Goals
For students: Your task is to work with a local business to understand their challenges and goals.
Interview the business owner or manager and document their responses below.
What problem would the business like solved?
In one sentence, describe the business’s mission. Identify the desired outcome and primary
customer segments.
Current monthly ad spend:
$100
$500
$2,500
$10,000
How many people are on your team?
Just the owner
A small team (1 to 5 people)
A marketing team in place
Enterprise-level business
Which marketing channels are critical for the business’s goals? (Discuss with the business
owner and check relevant options.)