MKT 335 Milestone Three: Content Plan Southern New Hampshire University Moné Jones June 5, 2022 Campaign Proposal Content Plan An effective digital campaign should cover all aspects of digital media for it to be successful. People use different social media that suits and meet their needs. Thus, it will important to exploit all the social media to broaden the number of target audience that our plans will reach. Also, to attract the attention of these audience the contents of the campaign must be interesting as possible. Content and Key Information Needed for the Selected Channels Our campaigns will target five main channels to reach the audience. These channels are Facebook, Twitter, Instagram, Tik Tok, and google. These channels only support the picture and video form contents. The contents need to be around the services that the company is going to offers. Disney offers the entertainment and refreshment services; therefore, the content of the campaign forms needs to be interesting and unique. Basing on the services that the company is offering; it is important to give more emphasis to Facebook and Instagram channels and the organizations websites. The links of the organization website will be integrated to the video of pictures in every channel (Sultana, & Shil, 2019). Some of the important information need to the selected channels include: i. Information in terms of the best way to leverage the selected social media channels ii. Methods of measuring the effectiveness of the selected channels iii. Information that describes the audience reached by the selected channels. Touchpoints Map The touch points are the engagements with a brand online. It includes the elements such as the brands website, advertisements, social media, and the search engine results. Paid media includes search engine marketing and social media advertising, which can be considered as paid channels. Owned media include company websites and social media platforms. They can be seen as separate channels (Dahl, et al., 2018). The media obtained include press releases and social media mentions. They can be seen as a winning channel. Figure shows the touch points for owned, earned, and paid channels. Messaging guidelines The messaging guidelines are essential or maximizing the effectiveness of the content. Therefore, to achieve this important objective, it must ensure that that it has certain features. First, the message must be clear and consistent across all the channels selected by the company. This important feature will allow the target audience to identify the organization easily. Second, the message must include a distinguishing factor to allow the audience to know the organization that the message is coming from. Or the picture, the information about the company must be included while video ads should include the description of the company. Third, the message needs to include compelling story in the form of a message when a distinguishing actor is not in ...

1. MKT 335 Milestone Three: Content Plan
Southern New Hampshire University
Moné Jones
June 5, 2022
Campaign Proposal Content Plan
An effective digital campaign should cover all aspects of digital
media for it to be successful. People use different social media
that suits and meet their needs. Thus, it will important to
exploit all the social media to broaden the number of target
audience that our plans will reach. Also, to attract the attention
of these audience the contents of the campaign must be
interesting as possible.
Content and Key Information Needed for the Selected Channels
Our campaigns will target five main channels to reach the
audience. These channels are Facebook, Twitter, Instagram, Tik
Tok, and google. These channels only support the picture and
video form contents. The contents need to be around the
services that the company is going to offers. Disney offers the
entertainment and refreshment services; therefore, the content
of the campaign forms needs to be interesting and unique.
Basing on the services that the company is offering; it is
important to give more emphasis to Facebook and Instagram
channels and the organizations websites. The links of the
organization website will be integrated to the video of pictures
in every channel (Sultana, & Shil, 2019). Some of the
important information need to the selected channels include:
i. Information in terms of the best way to leverage the selected
social media channels
ii. Methods of measuring the effectiveness of the selected
channels
iii. Information that describes the audience reached by the

2. selected channels.
Touchpoints Map
The touch points are the engagements with a brand online. It
includes the elements such as the brands website,
advertisements, social media, and the search engine results.
Paid media includes search engine marketing and social media
advertising, which can be considered as paid channels. Owned
media include company websites and social media platforms.
They can be seen as separate channels (Dahl, et al., 2018). The
media obtained include press releases and social media
mentions. They can be seen as a winning channel. Figure shows
the touch points for owned, earned, and paid channels.
Messaging guidelines
The messaging guidelines are essential or maximizing the
effectiveness of the content. Therefore, to achieve this
important objective, it must ensure that that it has certain
features. First, the message must be clear and consistent across
all the channels selected by the company. This important
feature will allow the target audience to identify the
organization easily. Second, the message must include a
distinguishing factor to allow the audience to know the
organization that the message is coming from. Or the picture,
the information about the company must be included while
video ads should include the description of the company. Third,
the message needs to include compelling story in the form of a
message when a distinguishing actor is not included. Finally,
the message should use the message content, style, tone, and
voice that is dependent on the company’s identity and goals that
it wishes to achieve through communication.
Legal issues
The uses of different contents might result in some legal issues.
Therefore, the company should be ready to tackle these issues in
case they arise. Therefore, the company must comply with some
legal requirements. The company need to comply with the rules

3. set out by Federal Trade Commission (FTC) in its content. The
laws states that the claims made by the company I its
advertisements must be truthful.
Therefore, some of the legal concerns that may arise include
the firm not adhering to the FTC’s guidelines which put a
company in adverse situations rising legal concerns. Also,
unfair and deceptive content can result in penalties and legal
actions against the company.
Ethical and cultural issues
Apart from the legal issues, the ads contents can also lead to
cultural and ethical issues. Therefore, the organization needs to
vigilant on these issues to avoid ads undermining the
achievement of the primary goals that the ads targets.
Ethical issues
The ethical issues can arise are results of the use of puffery in
advertainments. For example, the use of the sex appeals to
attract customers to certain entertainment service can resul ts in
ethical concerns (Mpinganjira, & Maduku, 2019). The
company need to respond to these issues in case they arise
through pulling back the or continue using – the choice depends
on the reaction of the organization. the se appeal that faces
backlashes should be immediately withdrawn.
Cultural issues
Some of the content might go against the cultural norms. For
example, the use of words, phrases, idioms or statement that are
detrimental to specific culture need not to be used in the ads
content because it may raise cultural issues. Also, the use of
images, photo, videos, and icons should be done carefully to
avoid raising cultural concerns (Mpinganjira, & Maduku, 2019).
The contents that result in these cultural concerns should be
withdrawn for the adds as soon as possible. In addition, the
company will be required to pull back the adds and apologize to
the affected community.
References

4. Sultana, S., & Shil, M. (2019). Selecting tourism destinations
through social media: Evidence from Bangladesh.
Dahl, A. J., D’Alessandro, A. M., Peltier, J. W., & Swan, E. L.
(2018). Differential effects of omni-channel touchpoints and
digital behaviors on digital natives’ social cause engagement.
Journal of Research in Interactive Marketing.
Mpinganjira, M., & Maduku, D. K. (2019). Ethics of mobile
behavioral advertising: Antecedents and outcomes of perceived
ethical value of advertised brands. Journal of Business
Research, 95, 464-478.
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

5. boxing
Max Characters: Text only, max 2,200 characters
Max Length: 240 Minutes
Video Ad:
Link Click Ad:
Messaging Guidelines

6. 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.
6
MKT 335 Milestone One
Southern New Hampshire University
May 15th, 2022
Moné Jones

7. Executive Summary
KitchenAid is a United State brand specializing in kitchen
appliances. It offers a variety of products, including juicers,
blenders, ovens, and food processors, to mention a few.
KitchenAid can reach its customers through different digital
marketing channels, including Instagram and Pinterest. The
brand aims to increase awareness of its products among
millennials. So, Instagram and Pinterest would be the most ideal
channels for the brand.
Key Takeaways
One key takeaway from the results of the past campaign is that
millennials favor Instagram and Pinterest the most. Another key
takeaway is that smoothies are becoming popular among people.
Reports indicate that there has been a 9 percent rise in smoothie
consumption in the past year. Data and research also show that
blenders are being used more often to create smoothies in the
evenings. This is a clear indication that millennials still value
small snacks as compared to big meals when they are cooking
for themselves. Another major takeaway is that versatile
products are becoming valuable. Based on the information
provided, millennials value multipurpose kitchen products that
can help them accomplish multiple tasks at once.
Recommendations
KitchenAid should create advertising campaigns that appeal to
younger audiences. Based on the information provided,
KitchenAid products are utilized by a variety of people and age

8. ranges all over the globe, but the brand seems to appeal to an
older audience. Results show that forty percent of the current
audience is above the age of fifty-five. KitchenAid wants to
change this and appeal to a younger audience, particularly,
millennials.
Channels
KitchenAid should use a variety of digital marketing channels.
This includes social media platforms, such as Instagram and
Pinterest. KitchenAid aims to increase awareness of its products
among millennials. So, Instagram and Pinterest would be the
most ideal channels for these audiences. As indicated above,
millennials favor Instagram and Pinterest. They account for
around 60 percent of the audience of these channels.
Photo-sharing feature is the main reason millennials are
attracted to Instagram and Pinterest. With billions of pictures
shared, Instagram and Pinterest are the ideal places for reaching
millennials. KitchenAid has a lot to say about its products on
Instagram. For instance, the brand can showcase new and
unique products to its fans. Based on the available information,
once every 4 to 6 weeks KitchenAid launches a new product to
the market. Instagram would be the most ideal platform to show
customers how to use these products. KitchenAid can create
visual stories on Instagram to enhance brand visibility, interact
with customers, and increase brand transparency – all of which
contribute to sales and revenue increase (Israfilzade et al.,
2020). As for Pinterest, millennials love the ease that comes
with it. Pinterest makes it easy to purchase products online. Its
new tools, such as “Rich Pins”, which provides more content
about a product, ensure a more improved experience for
Pinterest users.
SWOT Analysis
Strengths
Strengths are the favorable internal processes, activities, and
behaviors that contribute to the success of the digital campaign.
This would include implementing a well-defined strategies such
as consistently posting on social media, constantly interacting

9. with customers on social media, etc.
Weaknesses
Weaknesses are negative internal factors that impact the success
of the digital campaign. KitchenAid may lack employees
dedicated to digital campaigns. Equally, an insufficient budget
may make it challenging to implement the digital campaign.
Opportunities
Opportunities are favorable external elements that KitchenAid
can take advantage of. Based on reports, a growing number of
millennials interact through the internet instead of traditional
channels. As indicated above, millennials account for around 60
percent of the audience of Pinterest and Instagram – the top
image-sharing channels. This will make it easier for KitchenAid
to reach many people.
Threats
Threats are unfavorable factors that may severely affect the
success of the digital campaign. This includes high competition
in digital spaces. Another major threat is ad blockers. Some
social media users may have ad blockers, which mean they may
not see KitchenAid advertising. Another major threat is legal
and ethical issues. Consumers are becoming more and more
concerned about personal data protection. They are constantly
demanding more privacy (Choi & Sung, 2018). This can make it
difficult for KitchenAid to meet their demands and
expectations. Personalization is very important in marketing. If
executed properly, it can help engage customers and improve
their experience. However, it is not possible to balance
consumer privacy and personalization.
Evaluation Criteria
KPIs (Key Performance Indicators) are measurable goals or
values that can help KitchenAid track and measure the success
of the digital campaign. They include likes, comments, and
conversion rates. Likes show the number of times fans interact
with a social media post. Comments are the number of times
fans comment on a social media post. Both likes and comments

10. will show how engaging a post was. Conversion rate, on the
other hand, shows how many social media interactions turned
into a purchase, website visits, or any other desired action.
Overall, it reflects how effective a digital campaign is and
whether it is leading to desirable outcomes.
References
Choi, T. R., & Sung, Y. (2018). Instagram versus Snapchat:
Self-expression and privacy concern on social
media. Telematics and informatics, 35(8), 2289-2298.
Israfilzade, K., & Babayev, N. (2020). Millennial Versus Non-
Millennial Users: Context Of Customer Engagement Levels On
Instagram Stories (Extended Version). Journal of Life
Economics, 7(2), 135-150.
KitchenAid
Brand Campaign 2016
Email Marketing:
Welcome email
Weekly for 3 months
Social Media:

11. 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
Media Plan TemplateCampaign: Campaign Flight Dates:
Channel: Type of Ad Unit: Key KPI: Target Audience: Budget:
Notes: Insert campaign name here Add date rangeInsert channel
here Insert type of ad here Insert KPI hereInsert targt
audience/demographic infoSee note below**Add date
rangeInsert Channel Here Insert Type of Ad Here Insert KPI
hereInsert targt audience/demographic infoAdd date rangeInsert
Channel Here Insert Type of Ad Here Insert KPI hereInsert targt
audience/demographic infoAdd date rangeInsert Channel Here
Insert Type of Ad Here Insert KPI hereInsert targt
audience/demographic infoAdd date rangeInsert Channel Here
Insert Type of Ad Here Insert KPI hereInsert targt
audience/demographic info* You may add/delete rows as

12. 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 PlanInsert Client Name Here Insert
Campaign Dates Here Media Budget: BT Fee: Total Budget
$1,000,000.00Campaign: Campaign Flight Dates: Channel: Type
of Ad Unit: Key KPI: Target Audience: Budget: Notes: Airbnb
Country Guides 01/01/2017–03/30/2017Facebook Video Cost
Per Video View Travel Lovers ages 18–65
$250,000.0001/01/2017–03/30/2017Twitter Video Cost Per
Video View $150,000.0001/01/2017–03/30/2017Travel Website
Buys Video Cost Per Impression $500,000.0001/01/2017–
03/30/2017Instagram Video Cost Per Video View
$100,000.00Total Spend $1,000,000.00
Unit + KPI Glossary Unit + KPI Glossary GoalKPIAwareness
Video Views ConsiderationCost Per Click (CPC) Consideration
Save (Instagram Only) Conversion Cost Per Click (CPC)
ConversionCost Per Lead (CPL) Awareness CPMAdvocacy
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.
Channel Snapshot (Role + Purpose)
Facebook
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

13. 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)

14. 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

15. 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

16. 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.