Digital
Marketing Plan
Client: The Leap (Creator Economy Platform)
Role: Digital Strategy Consultant
Project: COMM 464: Digital Marketing, UBC Sauder School of Business
The Ask
Develop a full-funnel digital strategy to help The Leap grow its subscriber base and solidify its position as a go-to platform for emerging content creators looking to go full-time.
The Objective
Increase domain authority, drive newsletter sign-ups, and scale brand visibility across web, search, and social — while optimizing for Gen Z and creator-aligned messaging.
YouTube Shorts + InChief Features to build SEO-friendly evergreen content
Community engagement posts and follower polls
Leveraged trending content formats and creator economy memes
Website Optimization and SEO
Improve Content, HTML and High Quality Backlinks
SEO Performance
Titles & Performance
Prioritized high-authority backlinks (e.g. Daily Hive, Thinkific, Curiocity)
Current Performance
Drive high-quality newsletter sign-ups through a mix of paid creator partnerships, organic reach, and giveaway-led growth.
Paid Strategy
Creator Collabs:
@patriizzle (57.4k, 8.95% ER) on TikTok
@maitrimshah (48.3k, 29.88% ER) on IG
Campaign URL Builder to track ad performance and UTM effectiveness
Performance Goal: 4,000 sign-ups from influencer-led ads
Optimize the Newsletter
Prioritized high-authority backlinks (e.g. Daily Hive, Thinkific, Curiocity)
Domain Authority 73
Recommendation
Financials
Audience:
168,000 Newsletter Subscribers
800,000 unique monthly visitors
11% audience growth last year
Break Even CPM: 200$
Estimated CPM: 45-55$
Rework preview text
Optimize videos
Personalize the message
Days to send emails
Referral program
Keywords
Media Plan
Employ Display, Search, and Social Tactics
Phrase match
“make money from content”
“become full-time content creators”
“content creator hub”
“content creator community”
Display Media & Incentive Strategy
Organic Strategy
Search Ads
Competitors
Exact match
[full time content creators]
To boost brand awareness and subscriber growth, we proposed high-visibility banner ads paired with value-driven lead magnets — designed to improve recall and drive action.
Key Tactic:
Use downloadable PDF guides as gated incentives with a low-friction, mobile-friendly signup flow.
Lead Magnets Included:
How to Monetize Your Instagram Page
Best Video Editing Tools for TikTok & Reels
SEO Cheat Sheet for TikTok
15 Ways to Grow Your Following
10 Tips for Boosting Social Engagement
Why It Works:
Combining targeted display placements with clear CTAs and creator-focused incentives delivers stronger conversion and builds meaningful newsletter growth — not just clicks.
Social Media Plan
Email Marketing
Instructional, original content drives higher engagement, while paraphrased pieces like creator spotlights underperform. The Leap should prioritize value-driven, informative content.
Monthly cost of $80,000 for about 3200 new email sign-ups (20% of annual goal)
Bannner Ads on “Social Media Today”
Campaign Tactic
Free Course Giveaway in partnership with Thinkific to drive interest + subscriptions
Promoted via email, social stories, and paid post boosts
Sign Up Projections & Cost Breakdown
Platform Recommendation
Advanced Customization
Refferal Program
Paid Subscriptions
Refine and Scale Newsletter
Ad Network
Newsletter Recommendations
Superior Analytics
Implementation Strategy
Key Takeaway
Impact
By combining SEO, paid media, creator partnerships, and a frictionless referral engine, we created a system where content creators became the growth engine — turning subscribers into advocates and clicks into long-term value.
