Digital Advertising

MKT 335 Milestone One Guidelines and Rubric 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:

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 or “lessons learned” from the results of the earlier campaigns. c. Recommendations: Provide campaign recommendations that accurately reflect previous campaign results and align with current campaign goals. 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. e. SWOT Analysis: Summarize the strengths, weaknesses, opportunities, and threats of the digital campaign, including legal and ethical concerns. f. 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.

Rubric

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Executive Summary Meets “Proficient” criteria and deftly balances brevity with required detail

Summarizes the proposed campaign, highlighting key elements and providing context for the full proposal

Summarizes the proposed campaign, but summary is ineffective, verbose, or contains inaccuracies

Does not summarize the proposed campaign

15

Key Takeaways Meets “Proficient” criteria and the analysis reflects a nuanced understanding of the campaign results

Analyzes previous campaign results to identify “lessons learned” and key takeaways

Analyzes previous campaign results to identify “lessons learned,” but the analysis is cursory or contains inaccuracies

Does not analyze previous campaign results to identify “lessons learned”

15

Recommendations Meets “Proficient” criteria and the recommendations demonstrate exceptional creativity and insight

Provides campaign recommendations that accurately reflect previous campaign results and align with current campaign goals

Provides campaign recommendations, but they are cursory or do not accurately reflect previous campaign results or campaign goals

Does not provide campaign recommendations that reflect previous campaign results and current campaign goals

15

Channels Meets “Proficient” criteria and offers an exceptionally clear and well-researched justification for channel selection

Identifies appropriate digital channels for the campaign and provides an accurate, logical rationale for their selection

Identifies digital channels for the campaign and provides a rationale for their selection, but the rationale is weak, unclear, or incomplete

Does not identify appropriate digital channels for the campaign and/or does not provide a rationale for their selection

15

SWOT Analysis Meets “Proficient” criteria and the analysis demonstrates an exceptional grasp of the factors that could impact the campaign

Prepares a SWOT analysis that accurately identifies the strengths, opportunities, weaknesses, and threats of the proposed campaign

Prepares a SWOT analysis, but the analysis is cursory, incomplete, or contains inaccuracies

Does not prepare a SWOT analysis of the proposed campaign

15

Evaluation Criteria Meets “Proficient” criteria and the explanation shows keen insight into the effective use of KPIs

Identifies appropriate KPIs for the campaign and provides a clear, logical, and accurate rationale for their selection

Identifies KPIs for the campaign, but the KPIs are not appropriate or the explanation is unclear or contains inaccuracies

Does not identify KPIs for the campaign

15

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy to read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%