myAIpathway Inc. seeks to enhance the visibility and appeal of its ecommerce platform, FRED, among consumers who prioritize organic, locally produced foods and are concerned with food security. The project aims to develop a digital strategy that positions FRED as the preferred platform for purchasing produce and engaging with a like-minded community. The challenge is to create a strategy that resonates with these target audiences, leveraging digital marketing tools and techniques. Learners will apply their knowledge of digital marketing, consumer behavior, and strategic planning to craft a comprehensive plan. The project will involve analyzing market trends, identifying key digital channels, and proposing innovative engagement tactics to increase platform awareness and user interaction.

The deliverables for this project include a detailed digital strategy report and a presentation summarizing the key findings and recommendations. The report should outline target audience profiles, proposed digital marketing channels, and specific engagement tactics. Additionally, learners will provide a timeline for implementation and metrics for evaluating the strategy's success.