Log In

I Want To Do A Powerpoint I Have All Milestones Completed

I’m working on a marketing project and need support to help me study.

Overview | The digital marketing landscape is constantly changing, and companies must be nimble and able to develop, evaluate, and change their digital marketing strategies in a short amount of time. Traditional marketing allowed marketers to create brand messaging and control how it was shared with an audience. But now more than ever, control over what is said about a brand or product has been put into the hands of consumers. The internet, social media, and mobile platforms have given rise to the voice of customers, and marketers have had to adapt.

undefined

Prompt | First, review each of the following:

undefined

  • Final Project: Milestone 1
  • Final Project: Milestone 2
  • Final Project: Milestone 3
  • Module 6 Content on Legal and Ethical Considerations
  • Designing Effective PowerPoint Slides and Presentation Deck presentation

undefined

undefined

Next, prepare a professional business-level presentation that clearly and completely addresses each of the Critical Elements below using the tips provided to you in the Designing Effective PowerPoint Slides and Presentation Deck. The focus of the presentation is on the brand you selected at the beginning of the term. The following items must be included in the presentation:

undefined

  • Use of Digital Marketing (3 Parts from Final Project: Milestone 1)
  • Social Media Platforms (3 Parts from Final Project: Milestone 2)
  • Digital Marketing Campaign Evaluation (2 Parts from Final Project: Milestone 2)
  • Digital Marketing Campaign Recommendation
    • 6 Parts from Final Project: Milestone 3
    • 2 New Parts (Legal and Ethical discussion and campaign visual concept)

undefined

Specifically, the following Critical Elements must be addressed:

undefined

undefined

The Brand’s Use of Digital Marketing: In this section, you will examine the current marketing strategies used by the brand you selected.

undefined

  • Describe the strategy the brand is using to position itself in digital media (social, mobile, and online).
  • Describe how the brand’s digital media strategy relates to its overall marketing campaign seen in print, television, outdoor advertising, and online. Support your description with examples from your selected company in the form of images, screen captures, links, and appropriate descriptions of each.
    • To support this section of the paper, you will need to identify, discuss, and cite print, television, and/or outdoor advertisements by your selected company. This may involve extensive Google searches, company website searches, and/or industry searches.
  • Examine whether the digital marketing activity aligns with the organization’s overall brand.
    • Support your response with examples from your analysis and detailed discussion.
    • If your selected brand has a mission statement or slogan, you can draw upon these items to help your discussion of alignment between their digital marketing and overall brand.

undefined

undefined

Each of the above Critical Elements were completed in your Final Project: Milestone 1 Assignment. Edit as needed, format the information in your presentation and support each element with the appropriate speaker notes and corresponding APA citations.

undefined

undefined

undefined
undefined

undefined

Social Media Platforms: In this section, you will examine the social media platforms used by the brand you selected. You will discuss how these platforms are used to support the brand’s digital marketing strategy.

undefined

  • Identify the social media platforms your selected brand uses.
  • Describe how the brand uses each social media platform.
    • What types of content is used and provide examples for each platform?
  • Describe how the brand modifies/does not modify content across the social media platforms you identified.
    • How does the content across platforms differ and why? Provide visual examples or detailed type-written comparisons.
    • How is the content across platforms similar and why? Provide visual examples or detailed type-written comparisons.
    • Is there content observed on certain social media platforms that should be adjusted to better fit the platform? If yes, provide examples and recommendations.

undefined

i.Copy (i.e. type-written content)

undefined

ii.Images – What types of images and what are in the images?

undefined

iii.Video – What content is in the video?

undefined

iv.Audio – What content is in the audio?

undefined

v.Links – What links are provided for visitors?

undefined

vi.Tags – What tags are being used?

undefined

Evaluating Digital Marketing Campaigns: Before recommending changes to a brand’s digital presence, review and analyze its current state. This analysis will help inform changes and improvements in the new media campaign.

undefined

  • Strengths
  • Weaknesses

undefined

  • List and describe the best digital platforms for your brand.
  • What features of each platform help highlight and strengthen the brand?
    • Type of content that can be shared? How does this help the brand?
    • Interaction with specific audiences? How does this help the brand?
    • Reach of certain audiences? How does this help the brand?
    • Other? How does this help the brand?
  • Give examples of how your brand consistently and effectively supports the brand you selected via their digital platforms.
    • Complete exercise for each digital platform your brand uses.

undefined

  • Identify and discuss a digital platform(s) that your brand is currently using for marketing and could be improved or utilized more effectively. Support your response with examples.
  • Overall, what can your brand do to improve their digital activity? Support your response with examples and detailed recommendations.
  • List and describe at least three (3) Primary Research activities your brand could conduct to help them better focus its digital activity (Review Module 2 Content).
    • What type of primary research would you conduct?
    • Why would you conduct each type of primary research?
    • What would you do with the data you collect?

undefined

Each of the above Critical Elements were completed in your Final Project: Milestone 2 Assignment. Edit as needed, format the information in your presentation and support each element with the appropriate speaker notes and corresponding APA citations.

undefined

undefined

undefined
undefined

undefined

Creating Digital Marketing Campaigns: Using your analysis of the brand’s current digital media presence, develop the framework for a new digital campaign.

undefined

undefined

  • Campaign Selection: Select your overall brand or one your brand’s products to focus upon for your campaign. Describe brand and/or product personality selected for your campaign using Aakers’ Brand Personality Framework Model discussed in Module 4. Must include and justify 3-5 adjectives from the model and have this guide your message strategy for the campaign.
  • Describe and Support the Target Audience for your Campaign: Describe and support the definition of your target audience for your campaign based on your previous analysis of the brand and additional secondary research. Use at least two (2) secondary sources of data to support your target audience description.
  • Outline, justify and complete research of direct competitors to brand/product: Using your brand/product you have selected, identify and justify at least two (2) direct competitors. Use at least five (5) secondary sources of data to describe and analyze the digital marketing activity of your competition. List, justify, and discuss what you learned from each source in terms of how it will inform your new campaign.
  • Campaign Objective: Clearly state the campaign’s main objective in a single measurable statement that includes the following elements:
    • Target audience
    • Brand product
    • Measurable activity (Realistic goal)
    • Time element
  • Create a message strategy for your campaign that aligns with your brand.
    • Review this article, 6 Messaging Strategies for 2020 via https://www.bigbuzzinc.com/6-messaging-strategies-to-market-your-practice/, and select and justify one or a combination of strategies that you will use in your campaign for your selected brand and/or product.
    • Name your campaign: The name should capture the messaging strategy along with the brand and/or product that is the focus of the campaign.
  • Develop a digital platform strategy to support your campaign. List and justify the critical KPI’s you will monitor to measure success of your digital campaign objectives.
    • List and justify at least three (3) digital platforms you will use in your campaign. Utilize the research you have already completed on your brand as well as your research you have completed for this Milestone assignment. Discuss how all of the platforms selected will work together to achieve your campaign objective.
      • Must include website (or dedicate microsite)
      • Must include at least two (2) social media platforms.
    • Discuss and justify the KPI’s you will monitor on each digital platform you select for your campaign.
      • How does each in the campaign contribute to achieving your objective?
      • Must have at least two (2) relevant KPI’s for each digital platform.
      • You can create a table for this section.
  • Identify current legal and ethical concerns about the brand’s current digital marketing strategy. Support your response with examples. Apply content from Module 6 to this Critical Element. Based on your understanding of the brand and the content in Module 6:
    • Why is important for the brand to consider legal and ethical concerns regarding their digital marketing strategy decisions?
    • What content should the brand avoid using in their social media and why?
    • What locations should the brand avoid placing digital advertising?
  • Digital Campaign Visual Concept: A digital concept is a concept that drives the design of all creative pieces included in a campaign. Design a visual concept that captures the key points you have outlined for your digital campaign strategy. Review the tips below as well as the example embedded in the MKT 265 Final Project Presentation Template PowerPoint file.
    • Use fonts, colors and images that align with brand
    • Headline (This could be the product name or announcement of a feature of the product that draw attention to it)
    • Key Image (This should show the product by itself or show the product in use. Don’t worry about designing something, just select an image that represents what you are trying to achieve with your campaign but you can be as creative as you like)
    • Copy Block (This includes a subhead and 10-25 words of copy. This could be to highlight a feature or promotion for your brand/product)
    • Call-to-Action (This is where you invite the audience to visit your platforms to do something – i.e. enter to win something, learn more about the product, get a discount code etc. – you can be as creative as you want to be here as long as it links to the overall digital campaign strategy and objective you have outlined.
    • Signature (This section is where you include your brand logo, website address, and logos of the different social platforms you are using in the campaign).

undefined

undefined

undefined

undefined

undefined

undefined

All but two of the above Critical Elements were completed in your Final Project: Milestone 3 Assignment. Edit as needed, format the information in your presentation and support each element with the appropriate speaker notes and corresponding APA citations.

undefined

#7 is a new section that needs to be completed after reviewing the Module 6 content.

undefined

undefined

#8 is a new section that needs to be completed after reviewing your campaign strategy and the example provided to you in the MKT 265 Final Project Presentation Template PowerPoint file.

undefined

undefined

undefined

undefined

Guidelines for Assignment Submission | Check to ensure your assignment adheres to the following guidelines before submitting your final draft for grading.

undefined

  • Complete the MKT 265 Final Project Presentation Template
  • Full APA citations must be presented for all secondary/primary sources used to support the assignment in the Speaker Notes of each slide as needed.
    • DO NOT END PRESENTATION WITH A REFERENCE SLIDE
  • Submit completed assignment to appropriate link in Brightspace by the established deadline.

undefined

undefined

Resources | The following resources are provided to help you be successful on all required elements of the assignment. Review them and present questions to your instructor as needed prior to the assignment deadline.

undefined

  • How Do I Create a Unique Presentation (Atomic Learning/Hoonuit Training)
  • The Microsoft PowerPoint Help Center (Online Help Resource)
  • Designing Effective PowerPoint Slides and Presentation Decks
    • Available in the MKT 265 Final Project Presentation Template and in the Research, Writing, and Presentation Tools section of your Brightspace course site.
  • APA Style Guide (Shapiro Library Research Guide).
  • Citing Sources (Shapiro Library Research Guide).
    • Excellent Source for Business Citation Examples

undefined

undefined
undefined

undefined

Assignment Rubric | There are three components of the rubric you must be familiar with as you complete this assignment.

undefined

  • Critical Elements | Essential assignment elements that are being reviewed by your instructor and assessed a point value.
  • Achievement Level | These are the levels of achieved for each Critical Element.Each Achievement Level for each Critical Element is complete with an explanation of performance, providing you with direction on items that need to be addressed to improve your score.
  • Point Value | Each critical element is assigned a point value (NOTE: not all critical elements are valued equally). The total number of points earned for each critical element are added together for a final point total for the assignment.
  • Key image
  • Headline/Call-to-action
  • Relevant incentive
  • Brand/logo

undefined

Handing in assignments to you instructor before deadlines for review is highly encouraged. This practice helps identify assignment areas where you might not be currently proficient and provides time to correct those items prior to final grading.

undefined

undefined
undefined

undefined

ASSIGNMENT TIP | Note the assignment Critical Elements and Achievement Level definitions when developing your assignment and when reviewing it prior to submitting for final grading.

undefined

Critical Elements

Achievement Level

Proficient

(100%)

Achievement Level

Needs Improvement (75%)

Achievement Level

Not Evident

(0%)

Value

The Brand’s Use of Digital Marketing: Digital Media

Milestone 1

Describes the strategy the brand is using to position itself in digital media, supporting the description with examples

Describes the strategy the brand is using to position itself in digital media, but description is cursory or examples are either inaccurate or nonexistent

Does not describe the strategy the brand is using to position itself in digital media

10

The Brand’s Use of Digital Marketing: Overall Marketing Campaign

Milestone 1

Describes how the brand’s digital media strategy relates to its overall marketing campaign, supporting the description with examples

Describes how the brand’s digital media strategy relates to its overall marketing campaign, but description is cursory or examples are either inaccurate or nonexistent

Does not describe how the brand’s digital media strategy relates to its overall marketing campaign

10

The Brand’s Use of Digital Marketing: Overall Brand

Milestone 1

Examines whether the digital marketing activity aligns with the organization’s overall brand, supporting the examination with examples

Examines whether the digital marketing activity aligns with the organization’s overall brand, but response is cursory or examples are either inaccurate or nonexistent

Does not examine whether the digital marketing activity aligns with the organization’s overall brand

10

Social Media Platforms: Social Media Platforms

Milestone 2

Identifies the social media platforms the brand uses and explains how they align to the brand’s target market

Identifies social media platforms, but alignment explanation is missing, cursory, or inaccurate

Does not identify any social media platforms

10

Social Media Platforms: Social Media

Milestone 2

Describes in detail how the brand uses each social media platform

Describes how the brand uses only one or two social media platforms, or description is cursory or contains inaccuracies

Does not describe how the brand uses social media platforms

10

Social Media Platforms: Modify

Milestone 2

Describes how the brand modifies/does not modify content across their social media platforms identified. Identifies digital platform content that can be improved and provides a relevant detailed recommendation for improvement

Attempts to describe how the brand modifies/does not modify content across their social media platforms identified

AND/OR

Attempts to Identify digital platform content that can be improved but does not provide arelevant detailed recommendation for improvement

Does not discuss how the brand modifies/does not modify content across the social media platforms

10

Evaluating Digital Marketing Campaigns: Strengths

Milestone 2

Listed and describe the best digital platforms for your brand

Clearly and completely discusses the features of each digital platform and how those features can strengthen the brand

Discusses and provides examples of how the brand consistently uses brand elements across digital platforms

Listed and describe a few of the best digital platforms for your brand

AND/OR

Attempts to discuss the features of each digital platform and how those features can strengthen the brand but is not complete

AND/OR

Attempts to discuss and provide examples of how the brand consistently leverages brand elements across digital platforms

Does not discuss strengths of brands digital platforms

10

Evaluating Digital Marketing Campaigns: Improved

Milestone 2

Identifies a platform the brand is currently using for marketing that could be improved or utilized more effectively, supporting response with examples

Identifies a platform the company is using that could be improved or utilized more effectively but response is cursory or examples are inappropriate or nonexistent

Does not identify which social media platforms the company is using that could be improved

10

Evaluating Digital Marketing Campaigns: Digital Activity

Milestone 2

Determines what the brand could improve on regarding its digital activity, supporting response with examples

Determines what the brand could improve on regarding its digital activity, but response is cursory, or examples are inappropriate or nonexistent

Does not determine what the brand can improve on regarding its digital activity

10

Evaluating Digital Marketing Campaigns: Research

Milestone 2

Describes how the brand could use research to better focus its digital activity.

Clearly describes and justify primary research methods

Describes how the brand could use research better, but does not connect it to digital activity, or submission contains issues of clarity

Does not describe how the brand could use research to better focus its digital activity

10

Campaign and Brand Personality

Milestone 3

Brand and/or product was clearly identified and a complete detailed brand personality including 3-5 adjectives Aakers’ Brand Personality Framework Model was provided and supported with the appropriate secondary sources.

Brand and/or product was clearly identified and a brand personality based on Aakers’ Brand Personality Framework Model was attempted was not complete and/or supported with the appropriate secondary sources.

No brand and/or product was clearly identified and/or brand personality was presented

10

Target Audience

Milestone 3

A target audience for the campaign was clearly and completely described and detail and supported by two (2) or more relevant secondary sources.

A target audience description for the campaign was attempted but was not complete and/or clear and/or was not supported by two (2) or more relevant secondary sources.

A target audience for the campaign was not presented.

10

Research and Competition

Milestone 3

Describes clearly and completely the types of secondary research that could inform a digital marketing campaign and identifies and justifies two direct competitors.

Attempts to describe the types of secondary research that could inform a digital marketing campaign but not is not clearly defined and supported and/or does not identify and justify two direct competitors.

Does not discuss research strategy and/or identify two direct competitors.

10

Campaign Objective

Milestone 3

Clearly defines and justifies selection of campaign objective. Clearly and completely presents a campaign objective and lists the KPI’s that will be monitored throughout the campaign.

Attempts to define and justify a campaign objective but it is not clearly justified and or the KPI’s listed are not logical or complete.

Campaign objective is not present and/or KPI’s are not present.

10

Message Strategy

Milestone 3

Creates a messaging strategy for the overall campaign and includes examples to demonstrate content and tone

Creates a messaging strategy for the overall campaign, but strategy is illogical or does not include examples that demonstrate content and tone

Does not create a messaging strategy

10

Digital Strategy

Milestone 3

Identifies, describes and justifies the digital platforms used in the campaign and how they will help achieve the established campaign goal.

Attempts to identify, describe and/or justifies the digital platforms used in the campaign and how they will help achieve the established campaign goal. This section is not clear and/or complete as to how these selections will help achieve the established campaign goal.

Does not identify, describe and/or justify the digital platforms used in the campaign.

10

Creating Digital Marketing Campaigns: Ethical and Legal Concerns

Final Project

Describes the ethical and legal concerns that will need to be addressed

Describes the ethical and legal concerns that will need to be addressed, but description is cursory or inaccurate

Does not describe the ethical and legal concerns that will need to be addressed

15

Campaign Key Image Concept

Final Project

Completes the campaign key image concept with aclear relevant key image, strong headline/call to action, brand/logo and includes a relevant incentive that encourages the target audience to engage and click through the advertisement

Completes the campaign key image concept though one or more required items are missing and/or are not relevant

Does not complete a campaign key image concept

15

Slide Structure

Final Project

Slides had appropriate number of key points and avoided wordiness on each slide.

Slides had excessive copy points and/or excessive wordiness.

No attempt to properly structure slide content made throughout presentation.

15

Font

Final Project

Fonts did not fall below 18 points and were adjusted effectively to make key points on slides and Times New Roman or Arial was used effectively and consistently throughout the presentation

Fonts were not consistent throughout the presentation and were not adjusted effectively to draw attention to key points.

Font was not consistently and effectively presented throughout the presentation.

10

Color and

Background

Final Project

Color was used well by establishing contrast between the background and key elements of each slide (images, copy, graphs, etc.)

Color was distracting or not consistently used to maximize contrast throughout the presentation.

Considerations of using color effectively throughout the presentation was not evident.

5

Graphs and Data Presentation

Final Project

Data was presented in a clear and meaningful way for audience and/or was reconstructed to maximize readability for the audience in a presentation format.

Data presented was difficult to read and/or appeared to be a “copy and paste” from an existing source vs. a recreated visual to benefit the audience.

Graphs and/or data were not presented throughout the presentation as required.

5

Speaker Notes and References

Final Project

Speaker notes were clear and complete and each slide that relied on secondary data included the appropriate complete APA citation.

Speaker notes were not clear and complete and/or some slides that relied on secondary data did not include complete APA citations.

Speaker notes and/or APA references were not present throughout the presentation.

15

Articulation of Response

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