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

https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=13308

https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=13309

Terrell McGhee
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Terrell McGhee
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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%