Digital Marketing WK5

MKT 335 Milestone Three Guidelines and Rubric 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. Touchpoint 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.

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

Requirements Meets “Proficient” criteria and the requirements reflect an in- depth understanding of the content planning process

Provides an accurate, comprehensive outline of the types of content and key information needed for the selected campaign channels

Provides an outline of the types of content and information needed for the selected channels, but the outline is cursory, incomplete, or contains inaccuracies

Does not provide an outline of the types of content and information needed for the selected channels

20

Touchpoint Map Meets “Proficient” criteria and the touchpoint map is polished and professional

Visually illustrates all content touchpoints for paid, owned and earned channels using a touchpoint map

Visually illustrates content touchpoints for paid, owned and earned channels using a touchpoint map, but the map is incomplete or contains inaccuracies

Does not visually illustrate content touchpoints for paid, owned and earned channels using a touchpoint map

15

Messaging Guidelines

Meets “Proficient” criteria and the guidelines reflect an exceptional understanding of the connections between messaging, campaign goals, and the target audience

Develops clear, concise messaging guidelines, based on channel specifications and campaign goals, that maximize content effectiveness

Develops messaging guidelines based on channel specifications and the campaign goals, but the guidelines are incomplete, contain inaccuracies, or do not clearly relate to the selected channels or campaign goals

Does not develop messaging guidelines based on channel specifications and campaign goals

15

Legal Issues Meets “Proficient” criteria and addresses underlying, but less obvious, issues that many marketers might miss

Identifies potential legal requirements and concerns related to content

Identifies potential legal requirements and concerns related to content, but identifications are incomplete, contain inaccuracies, or do not clearly relate to the campaign elements

Does not identify potential legal requirements and concerns related to content

20

Ethical and Cultural Issues

Meets “Proficient” criteria and addresses underlying, but less obvious, issues that many marketers might miss

Identifies potential ethical and cultural issues related to content and proposes possible responses to address these concerns

Identifies potential ethical and cultural issues related to content and proposes possible responses to address these concerns, but the response is incomplete, contains inaccuracies, or does not clearly relate to the campaign elements

Does not identify potential ethical and cultural concerns related to content

20

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%