Overview: For this milestone, you will develop an overview of your proposed digital campaign strategy for the fictional client described in the Cl
Overview: For this milestone, you will develop an overview of your proposed digital campaign strategy for the fictional client described in the Client Packet. The strategy should support the client’s campaign goals while also taking into consideration the results of the previous campaign. The overview should also reflect your knowledge of digital channels and platforms.
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. 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.
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 campaign overview outlining key elements of your proposal. Specifically, the following critical elements must be
addressed:
- Executive Summary: Provide a brief summary of the proposed campaign that provides context for the full proposal and highlights key campaign elements.
- Key Takeaways: Summarize the major takeaways or “lessons learned” from the results of the earlier campaigns.
- Recommendations: Provide campaign recommendations that accurately reflect previous campaign results and align with current campaign goals.
- 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. - SWOT Analysis: Summarize the strengths, weaknesses, opportunities, and threats of the digital campaign, including legal and ethical concerns.
- Evaluation Criteria: Determine appropriate KPIs for the campaign and provide a clear, logical, and accurate rationale for their selection.
******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 sources must be cited according to APA style.*******
MKT 335 Client Packet for Milestones One to Three and Final Project Client Name: KitchenAid Part 1: Client Overview 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. Before continuing, take some time to research KitchenAid and their current campaign strategy, paying special attention to their website user experience and their social media channels. You may even want to sign up for their emails. Once you have a solid understanding of the current online presence, move on to Part 2. Part 2: Campaign Information Previous Campaign/Current Campaign Structure Typically, the KitchenAid brand spends their advertising dollars on holistic campaigns that sell the brand as a whole, as much as they do the product. This year, however, they want to change that structure, creating campaigns that cater to specific products. Their main reason for changing their tried and true advertising strategy is that they would like to be able to leverage the unique targeting capabilities of digital to target users with products specific to their needs. Target Persona The brand has three distinct target personas they leverage to sell products and innovate in the kitchen category.
Health Nuts: Health lovers of all ages and stages who know that cooking at home is the best way to control their food choices. They leverage social media to find new recipes and ideas and show-off their healthy lifestyles. KitchenAid’s countertop products keep them cooking without creating additional messes and steps that require long amounts of cleanup.
The Tasty Chef: Usually females between the ages of 25 and 45, the tasty chef is frequently inspired by the elaborate creations they see online. They view these videos as entertainment but do not mind trying them out from time to time. They love KitchenAid’s countertop products because they are versatile and give them the option of feeling like a professional chef inside the ease of multi-purpose products.
Kitchen Pros: Women (and sometimes men) ages 30–55+, who know their way around the kitchen. They are known for their ability to entertain family and friends, as well as keep their families fed in an inspired way on a daily basis. They appreciate all of KitchenAid’s products, but the countertop products give them flexibility and convenience without having to sacrifice their art.
Data Summary These are a few key findings from past campaigns. Please leverage these to create your strategy for moving forward with the brand.
While KitchenAid products are used by a variety of people and age ranges around the world, the current social audience skews older than the brand’s desired target: 40% are above age 55. (This is something the client would like to change with campaigns that appeal to a younger audience moving forward.)
o Of all the social channels, millennials favor Pinterest and Instagram the most. Millennials make up 60% or more of the audience on those channels.
There has been a 9% increase in smoothie consumption in the last year. Research and data shows blenders are being used more and more in the evening to create smoothies. This indicates that millennials continue to value small snacks over big meals when they are cooking for themselves.
Research shows that millennials like smart and connected products, but they also value kitchen products that are versatile and can help them accomplish more than one thing.
Current Campaign Goals As you develop the campaign proposal, keep these current campaign goals in mind:
Increase awareness of KitchenAid products amongst millennials
Leverage KitchenAid’s versatile line of countertop products to appeal to the desired target
See a 10% increase in sales on KitchenAid’s core countertop products The Campaign Toolkit provides resources and templates to help you develop the campaign proposal for this client. The toolkit includes these documents:
Channel Snapshot: A high-level overview of selected digital channels. This snapshot will be particularly helpful in completing the campaign overview in Module Two. As you continue through the course, you will build on this baseline knowledge.
KPI Snapshot: An overview of key KPIs based on campaign goals. You will gain a deeper understanding of KPIs as you explore different channels in more depth.
Media Plan Template: A spreadsheet to use when creating your media plan. This resource also includes a sample media plan.
Sample Content Plan and Messaging Guidelines: A template to use when creating your content plan.
Sample Touchpoint Map: A touchpoint map showing the channels used in the client’s previous campaign. This can also be used as the starting point for a new touchpoint map for the proposed campaign.
,
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 | Video | Cost Per Video View | Travel Lovers ages 18–65 | $250,000.00 | |||
| 01/01/2017–03/30/2017 | 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 | Video | Cost Per Video View | $100,000.00 | |||||
| Total Spend | $1,000,000.00 | |||||||
Unit + KPI Glossary
| 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. | ||
