Overview: For this milestone, you will develop a media plan for the digital campaign strategy you outlined in Milestone One for the client described in the Client Packet.
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 this milestone, you will develop a media plan that optimizes 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.
In addition to the Client Packet, you will find supporting resources, information, and templates in the Campaign Toolkit. Specifically, the following critical elements must be addressed:
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.
Rationale: Provide a clear, accurate rationale for the media options outlined in the media planning worksheet.
Targeting Specifications: Define appropriate targeting parameters for each channel and explain the rationale for selecting the identified targets.
Guidelines for Submission: For this milestone, **********you will submit the media planning worksheet, along with a 2- to 3-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.******
Channel Snapshot (Role + Purpose)
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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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.
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
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.
Sample Content Plan
and Messaging Guidelines
The following slides provide an example of the content plan information for Facebook.
For each touchpoint in your campaign, prepare similar slides showing the types of advertising units (content) that will be needed, along with messaging guidelines specific to the platform or channel.
Advertising Channel: Facebook
Types of Units Being Used: Video and link click
——————————————————–
Recommended Ratio: Recommended Aspect Ratio: 1.77:1 / 16:9 / HDTV, 2:39:1 or 2:40:1 / Widescreen / 9:16, 1:1 / 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.85:1 / Film, no pillar boxing or letter boxing
Max Characters: Text only, max 2,200 characters
Max Length: 240 Minutes
Video Ad: Link Click Ad:
Messaging Guidelines
Advertising Channel: Facebook
Types of Units Being Used: Video and link click
——————————————————–
Ensure that video lengths and descriptions comply with the specs listed on slide 1. It is important that video content matches the platform on which it is being distributed.
Make sure all copy contains a strong call to action that matches the objective of your campaign.
Ensure quality is high-end with a message that speaks to your core brand campaign.
***For each campaign touchpoint, make sure you use this section to note any important messaging callouts specific to the platform.
KitchenAid
Brand Campaign 2016
Email Marketing:
Welcome email
Weekly for 3 months
Social Media:
Daily content across three key channels (FB/TW/IG)
Paid social posts
Leveraging brand video
Website:
Homepage takeover
Product landing page
Display:
Display ads on Recipes.com
3 week run
Paid Search:
Key terms, Google AdWord integration
App Integration:
Mobile integration with Instacart
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