Specifically, you must address the critical elements listed below. Most of the critical elements align with a particular course outcome
Part One: Campaign Overview: In this section, you will develop a digital campaign strategy that is aligned with the clients 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 clients 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]
3
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 clients digital advertising efforts over the next two to five years. You must support your predictions with
three academic or industry resources. [MKT-335-03]
