For your final project, you will assume the role of an account executive with a small marketing firm that specializes in digital advertising campaigns. You have been asked to develop a digital...

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For your final project, you will assume the role of an account executive with a small marketing firm that specializes in digital advertising campaigns. You have been asked to develop a digital strategy for a client who wants to develop a forward-thinking digital campaign that leverages key learnings from past campaigns. The proposed strategy should be based on the client’s campaign goals, budget, and timelines, as well as the lessons learned from the previous campaign.The campaign proposal will include an overview of the campaign, including an executive summary, channel selection and rationale, a SWOT analysis, and evaluation methodology. Other components include a content plan, media plan, and recommendations for campaign enhancements.To effectively address the required critical elements, you will use the information from the Client Packet. You will also use the Campaign Toolkit, which includes templates and other resources to use when developing the campaign proposal.The proposal will demonstrate your knowledge of digital channels and related marketing strategies, including their pros and cons, methods of evaluation, and legal and ethical risks and considerations. 1

Specifically, you must address the critical elements listed below. Most of the critical elements align with a particular course outcome (shown in brackets). Part One: Campaign Overview: In this section, you will develop a digital campaign strategy that is aligned with the client’s campaign goals. The strategy should take into consideration the results of the previous campaign, as well as your knowledge of digital channels and platforms. The overview will include the following:a. Executive Summary: Provide a brief summary of the proposed campaign that provides context for the full proposal and highlights key campaign elements.b. Key Takeaways: Summarize the major takeaways from the results of the earlier campaigns. [MKT-335-04]c. Recommendations: Provide campaign recommendations that accurately reflect previous campaign results and align with current campaigngoals. [MKT-335-03]d. Channels: Identify appropriate digital channels for the campaign and provide an explanation of the underlying selection rationale based onthe client’s campaign goals, resources, and constraints, as well as industry research and best practices. [MKT-335-02]e. SWOT Analysis: Summarize the strengths, weaknesses, opportunities, and threats of the digital campaign, including legal and ethicalconcerns. [MKT-335-05]f. Evaluation Criteria: Determine appropriate KPIs for the campaign and provide a clear, logical, and accurate rationale for their selection.[MKT-335-04] Part Two: Media Plan: Next you will develop a media plan that optimizes advertising distribution across key channels, basing your selections on both the campaign goals and lessons learned from the previous campaign. The media plan will include the following:a. Worksheet: Complete the Media Plan Template, a worksheet you should use to identify key components of the media plan, such as channels, flight, and content type. Selected media should optimize advertising distribution across key channels to drive campaign results. [MKT-335-01]b. Rationale: Provide a clear, appropriate rationale for the media options outlined in the media planning worksheet. [MKT-335-02]c. Targeting Specifications: Define appropriate targeting parameters for each channel and explain the rationale for selecting the identifiedtargets. [MKT-335-04] Part Three: Content Plan: Based on the recommendations outlined in the campaign overview and media plan, you will develop a content plan that identifies paid, owned and earned content needs. The content plan will include the following elements:a. Requirements: Outline the types of content and key information needed for the selected channels. [MKT-335-01]b. Touchpoint Map: Develop a visual map that illustrates content touchpoints for paid, owned and earned channels. [MKT-335-01]c. Messaging Guidelines: Develop messaging guidelines, based on channel specifications and campaign goals, that maximize contenteffectiveness. [MKT-335-02]2

d. Legal Issues: Identify potential legal requirements and concerns related to content. [MKT-335-05]e. Ethical and Cultural Issues: Identify potential ethical and cultural issues related to content and propose possible responses to address theseconcerns. [MKT-335-05] Part Four: Above and Beyond: In the concluding section of the campaign proposal, you will provide short- and long-term recommendations for improving or enhancing the campaign:a. Short-Term Recommendations: Recommend specific strategies for enhancing, extending, or supplementing the campaign, based on additional resources, including time and budget. [MKT-335-03]b. Predictions: Provide predictions about emerging technologies and approaches in digital advertising, explaining how these new options could further improve and enhance the client’s digital advertising efforts over the next two to five years. You must support your predictions with three academic or industry resources. [MKT-335-03]
Answered 4 days AfterOct 13, 2021

Answer To: For your final project, you will assume the role of an account executive with a small marketing firm...

Abhishek answered on Oct 18 2021
108 Votes
Running Head: DIGITAL CAMPAIGN         1
DIGITAL CAMPAIGN         2
FINAL PROJECT
DIGITAL CAMPAIGN STRATEGY
Table of Contents
Part One: Campaign Overview    3
a. Executive Summary    3
b. Key Takeaways    3
c. Recommendations    3
d. Channels    4
e. SWOT Analysis    5
f. Evaluation Criteria    6
Part Two: Media Plan    7
a. Worksheet    7
b. Rationale    7
c. Target Specifications    7
Part Three: Content Plan    8
a. Requirements    8
b. Touchpoint Map    9
c. Messaging Guidelines    9
Part Four: Abo
ve and Beyond    10
a. Short-term Recommendations    10
b. Predictions    11
c. Legal Issues    11
d. Ethical and Cultural Issues    11
References    12
Part One: Campaign Overview
a. Executive Summary
This campaign is related to the Kitchen Aid Brand Campaign for the Makers in 2016. Whirlpool has its separate and unique brand named KitchenAid that designs different kitchenware and utensils to inspire cooks all over the world to design mood and passion-specific dishes. The key campaign elements include the robust picturisation of the life of a chef or a cook who tries hard to prepare a dish. It is the burns and the blisters that develop in the skin whale they try to yield perfection and hobby in their dishes. It takes into consideration the kitchen marks, the behavioural marks, physical marks and the emotional marks that occur while preparing the food. In other words, the social media campaign displays the products of KitchenAid across diverse communities that enjoy cooking and are inclined towards kitchen decorations.
b. Key Takeaways
    The earlier campaigns of KitchenAid are also inclined towards healthy and food. For example, a campaign against cancer was launched by Kitchen to fight and increase awareness about cancer among the people who are engaged in social media learning’s of food preparation. This campaign allowed the people to love health and increase cancer awareness related to carcinogenic foods and at the same time increase the affinity towards the brand. Similarly, the Gingerbread campaign by KitchenAid also allowed them to showcase their eagerness for gingerbread. It allowed people to understand the essence of cooking with the wide range of KitchenAid products that were displayed in the campaign.
c. Recommendations
In this campaign, the major recommendation may be oriented towards the increased social media reach. In the previous campaigns, social media was used to advertise, their campaign. However, the reach of the campaign has been limited to some extent. This campaign is therefore aimed to serve a similar purpose as the previous campaigns, however with increased public participation and views. The passion for food though reflected in the previous campaigns needs to be included in the campaign with bigger area coverage for the advertisement, so that the viewing space for the audience is high than the previous campaigns.
d. Channels
Different digital channels may be implemented by KitchenAid to ensure that their overall campaign goals are reached. Firstly, Facebook needs to be utilised as a platform where the campaign needs to be updated to its official Facebook page, where the number of followers is very high. Secondly, the Instagram page of the company has also been saturated with followers. Therefore, an Instagram post with a video needs to be uploaded to gain the insights of the audience over Instagram. Blogs need to be written and posted to different blog websites including Pinterest and other blogging websites. These will ensure that the overall campaign goal to attract the attention of the audience is high for KitchenAid.
e. SWOT Analysis
    Strengths
    Weaknesses
    · A high public reach is estimated due to the high social media page followers
· A wide range of products are offered to be displayed by KitchenAid
· Huge capital and long-lasting brand loyalty among the customers
    · Lower advertisement levels when compared to the other competitors in the industry
· Products of KitchenAid are expensive when compared to that of its competitors
· Lower levels of diversity in the communication of the campaign supervisors and moderators
    Opportunities
    Threats
    · Increased demand for kitchenwares in Chicago as well as the rest of the world
· Increased social media interactions of the people associated with KitchenAid Campaigns
· Highly capable and durable kitchen gadgets
    · Higher advertisements by other competitor brands over social media as well as other digital media
· If the duration of the campaign is shorter, it may lead to a lower level of outputs
Legal Concerns
    The major legal concern is the development of the advertisement and content that should not be directed towards any particular community or ethnicity. In other...
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