Chat with us, powered by LiveChat 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 hav | WriteDen

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 hav

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.

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  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 campaign

goals. [MKT-335-03]

d. Channels: Identify appropriate digital channels for the campaign and provide an explanation of the underlying selection rationale based on

the 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 ethical

concerns. [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 identified

targets. [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 content

effectiveness. [MKT-335-02]

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  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 these

concerns. [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]

Milestones

Milestone One: Campaign Overview

In Module Two, you will submit a draft of the campaign overview, Part One a–f. You will provide an executive summary of the campaign proposal. Based on the provided results of a previous campaign, you will summarize the key takeaways from the campaign, along with a list of recommendations for the proposed campaign. You will identify the suggested digital channels for the campaign, explaining the rationale for their selection. You will then provide a brief SWOT analysis, summarizing the strengths, weaknesses, opportunities, and threats of the digital campaign, including legal and ethical concerns. Lastly, you will provide suggested evaluation criteria, identifying suggested KPIs and the rationale for their selection. This milestone will be graded with the Milestone One Rubric.

Milestone Two: Media Plan

In Module Four, you will submit a draft of the media plan, Part Two a–c. The media plan should optimize advertising distribution across key channels based on the client’s goals and resources. You will complete the media planning worksheet and provide the rationale for the choices outlined in the worksheet. Lastly, you will summarize the targeting specifications for each channel based on the campaign goals as well as the channel itself. This milestone will be graded with the Milestone Two Rubric.

Milestone Three: Content Plan

In Module Five, you will submit a draft of the content plan, Part Three a–e. In the plan, you will identify content requirements, including paid, owned and earned content needs, as well as the key information needed for each channel. You will develop a related touchpoint map and messaging guidelines for content, based on the campaign goals and channel requirements. Lastly, you will summarize potential legal issues, as well as ethical and cultural issues to consider. This milestone will be graded with the Milestone Three Rubric.

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  Final Submission: Campaign Proposal

In Module Seven, you will submit your final project. It should be a complete, polished artifact containing all the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric.

MP_SNHU_withQuill_Horizstack

MKT 335 KPI Snapshot

The snapshot below suggests KPIs to consider based on identified campaign goals. You may use this information to develop the campaign summary for Milestone One. As you continue through the course, you will gain a deeper understanding of KPIs as you explore different channels. Be sure to revisit your proposed KPIs later in the course to ensure your response reflects this additional knowledge.

Goal

KPI

Awareness

Video Views

Consideration

Cost Per Click (CPC)

Consideration

Save (Instagram Only)

Conversion

Cost Per Click (CPC)

Conversion

Cost Per Lead (CPL)

Awareness

CPM

Advocacy

Share

Engagement

Cost Per Engagement (CPE)

Note: These KPIs are specific to advertising campaigns and the channels they are running on. Brands will often go a step further and develop some of their own KPIs for consideration.

For more information on the most essential KPIs, review these resources:

· Five KPIs Every Digital Marketer Needs to Track

After explaining the purpose of KPIs, this article takes a closer look at five types of KPIs used in digital marketing. As you read, consider the role of KPIs in the campaign you are planning for the final project.

· The Seven Most Important Digital Marketing KPIs to Track

This article summarizes the most important KPIs in digital marketing. As you read, consider which KPIs would be appropriate for the campaign you are planning for the final project.

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Channel Snapshot (Role + Purpose)

Facebook

Facebook is the hub of the social landscape. People frequent the channel to share their lives with friends and family, find recommendations, and interact with their peers (think messenger).

1.79 billion users

Robust ad platform

Search engine capabilities

A chance to catch consumers in their down-time

Instagram

Instagram is a hub where people go to contribute and share experiences through the most visually stimulating content.

500 million active users

Growing ad platform

The place to showcase an elevated lifestyle

Twitter

Twitter is a place where people go to follow news, engage with trending real-time events, and read up on their favorite topics.

300 million active users

TV-centric

Usually has the pulse on real-time events

YouTube

YouTube is the second largest search engine on the web and is primed to deliver consumers information and how-tos on topics that are important to them.

800 million unique users

4 billion video views per day

3 billion hours of video viewed per month

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Channel Snapshot (Role + Purpose)

Snapchat

Snapchat is a mobile messaging service that allows users to send self-destructing messages to each other through the application. It also functions as a storytelling aggregate for media companies and real-time events.

300 million monthly active users

1 million snaps created daily

30+ minutes per day spent on the platform by an individual user

Pinterest

Touting itself as a visual search engine, Pinterest is one of the primary ways brands can create social traffic to their website. Pinterest users are known for their love of planning and as a result, brands can leverage the platform to create long-tail editorial strategies.

150 million monthly active users

67% of pinners are under 40 years old

120% increase in male pinners from 2015 to 2016

SEO/SEM

SEO: Short of Search Engine Optimization is a series of organic tactics used to ensure that a brand’s webpage gets high rankings in online search engines.

SEM: Search Engine Marketing is the cumulative effort a brand makes to garner more search traffic. This includes both paid and unpaid efforts.

Google AdWords

This service allows users to purchase keywords and search terms within the Google advertising platform. Brands then pay based on performance.

Display Advertising

Display advertising leverages banner ads, rich media, and other means of advertising on individuals across the web.

Email Marketing

A brand’s email marketing list is one of their most powerful tools for connecting with customers. Brands who leverage email to share content specific to their campaigns are able to drive consumers to action and reinforce core messaging.

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Media Plan Template

Campaign: Campaign Flight Dates: Channel: Type of Ad Unit: Key KPI: Target Audience: Budget: Notes:
Insert campaign name here Add date range Insert channel here Insert type of ad here Insert KPI here Insert targt audience/demographic info See note below**
Add date range Insert Channel Here Insert Type of Ad Here Insert KPI here Insert targt audience/demographic info
Add date range Insert Channel Here Insert Type of Ad Here Insert KPI here Insert targt audience/demographic info
Add date range Insert Channel Here Insert Type of Ad Here Insert KPI here Insert targt audience/demographic info
Add date range Insert Channel Here Insert Type of Ad Here Insert KPI here Insert targt audience/demographic info
* You may add/delete rows as needed.
**Although budget is an essential element of a campaign, you are not expected to calculate your budget for this campaign. As you develop your proposal, however, remember that resources are finite; you will need to prioritize spending based on your client's goals.

Sample AirBNB Media Plan

Insert Client Name Here
Insert Campaign Dates Here
Media Budget: BT Fee: Total Budget
$1,000,000.00
Campaign: Campaign Flight Dates: Channel: Type of Ad Unit: Key KPI: Target Audience: Budget: Notes:
Airbnb Country Guides 01/01/2017–03/30/2017 Facebook Video Cost Per Video View Travel Lovers ages 18–65 $250,000.00
01/01/2017–03/30/2017 Twitter Video Cost Per Video View $150,000.00
01/01/2017–03/30/2017 Travel Website Buys Video Cost Per Impression $500,000.00
01/01/2017–03/30/2017 Instagram Video Cost Per Video View $100,000.00
Total Spend $1,000,000.00

Unit + KPI Glossary

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Unit + KPI Glossary
Goal KPI
Awareness Video Views
Consideration Cost Per Click (CPC)
Consideration Save (Instagram Only)
Conversion Cost Per Click (CPC)
Conversion Cost Per Lead (CPL)
Awareness CPM
Advocacy Share
Engagement Cost Per Engagement (CPE)
Note: These KPIs are specific to advertising campaigns and the channels they are running on. Brands will often go a step further and develop some of their own KPIs for consideration.