Digital Marketing

MKT 335 Milestone Two Guidelines and Rubric 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:

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.

b. Rationale: Provide a clear, accurate rationale for the media options outlined in the media planning worksheet. c. 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.

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

Worksheet Meets “Proficient” criteria and the plan is exceptionally well- developed

Selects media options that optimize advertising distribution across key channels to drive campaign results

Selects media options for distribution across channels but the response is incomplete or contains inaccuracies

Does not select media options for distribution across channels

35

Rationale Meets “Proficient” criteria and the explanation demonstrates an in-depth understanding of the media planning process

Provides a clear, accurate rationale for the media options outlined in the media planning worksheet

Provides a rationale for the media options outlined in the media planning worksheet, but the explanation is cursory, incomplete, or contains inaccuracies

Does not provide a rationale for the media options outlined in the media planning worksheet

35

Targeting Specifications

Meets “Proficient” criteria and explanation demonstrates an in- depth understanding of targeting parameters

Defines appropriate targeting parameters for each channel and effectively explains the rationale for selecting the identified targets

Defines targeting parameters for each channel but the parameters are either inappropriate or the selection rationale is incomplete, inaccurate, or missing

Does not define targeting parameters for each channel

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%