: 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.
Your client for the final project is KitchenAid, a United States–based appliance brand known for
leveraging best-in-class technology to create state-of-the-art products that solve novice chefs’ toughest
kitchen challenges.
A key component of KitchenAid’s rollout strategy is their countertop appliance offerings, including
tabletop ovens that eliminate the need for a big oven, blenders, juicers, and food processors that peel,
dice, and chop. KitchenAid’s goal is to make the time consumers spend in the kitchen efficient, fun, and
“simply brilliant.”
A core component of the business and KitchenAid’s foremost marketing priority is its product launches.
Once every four to six weeks, KitchenAid introduces a new product to the market. The products are each
introduced with the same amount of attention, care, and of course, a big digital advertising spend.
As part of your work for this client, your job will be to research the category, better understand the
brand’s consumer, and propose a digital campaign strategy that helps ensure the client’s next launch is one of its most impactful.
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.
