Overview: Based on the recommendations outlined in the campaign overview and media plan (Milestones One and Two), you will develop a content plan that identifies both paid, owned and earned content needs.
Prompt: 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 an existing (fictional) client who wants to develop a forward-thinking digital campaign that leverages key learnings from past campaigns.
In addition to the Client Packet, you will find supporting resources, information, and templates in the Campaign Toolkit.
For this milestone, you will develop the content plan for your campaign proposal. Specifically, the following critical elements must be addressed:
a. Requirements: Outline the types of content and key information needed for the selected channels.
b. Touch point Map: Develop a visual map that illustrates content touchpoints for paid, owned and earned channels.
c. Messaging Guidelines: Develop messaging guidelines, based on channel specifications and campaign goals, that maximize content effectiveness.
d. Legal Issues: Identify potential legal requirements and concerns related to content.
e. Ethical and Cultural Issues: Identify potential ethical and cultural issues related to content and propose possible responses to address these concerns.
Guidelines for Submission: Your paper must be submitted as a 3- to 5-page Microsoft Word document with double spacing, 12-point Times New Roman font,
and one-inch margins. Any citations must be in APA format.
Your client for the final project is KitchenAid, a United States–based appliance brand known for
leveraging best-in-class technology to create state-of-the-art products that solve novice chefs’ toughest kitchen challenges.
A key component of KitchenAid’s rollout strategy is their countertop appliance offerings, including tabletop ovens that eliminate the need for a big oven, blenders, juicers, and food processors that peel, dice, and chop. KitchenAid’s goal is to make the time consumers spend in the kitchen efficient, fun, and “simply brilliant.”
A core component of the business and KitchenAid’s foremost marketing priority is its product launches.
Once every four to six weeks, KitchenAid introduces a new product to the market. The products are each introduced with the same amount of attention, care, and of course, a big digital advertising spend.
As part of your work for this client, your job will be to research the category, better understand the brand’s consumer, and propose a digital campaign strategy that helps ensure the client’s next launch is one of its most impactful.
