MKT 265 SNHU Starbucks Digital Marketing Campaign Paper Prompt: For this assignment, use your analysis of the brand’s current digital media presence to dev

MKT 265 SNHU Starbucks Digital Marketing Campaign Paper Prompt: For this assignment, use your analysis of the brand’s current digital media presence to develop the framework for a new digital campaign. For your new campaign, describe relevant research methods, create a messaging strategy, describe the overall campaign, and relate the ethical and legal concerns that must
be addressed.
Specifically, the following critical elements from Final Project I must be addressed:
IV. Creating Digital Marketing Campaigns: Using your analysis of the brand’s current digital media presence, develop the framework for a new digital
campaign. A. Describe the types of research that could inform social media, online, and mobile campaigns. B. Create a messaging strategy for the overall campaign, including examples to demonstrate content and tone. C. Referring to the digital platforms you determined to be most effective for the brand to use, describe the overall media campaign, including
campaign goals. D. Describe ethical and legal concerns that will need to be addressed.
Rubric
Guidelines for Submission: Your paper should be a 2- to 3-page (excluding the title and references pages) Microsoft Word document with double spacing, 12-pt.
Times New Roman font, one-inch margins, and at least three sources cited in APA format. more detail is under the file MKT 265 Milestone Three Guidelines and Rubric
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.
Prompt: For this assignment, use your analysis of the brand’s current digital media presence to develop the framework for a new digital campaign. For your new
campaign, describe relevant research methods, create a messaging strategy, describe the overall campaign, and relate the ethical and legal concerns that must
be addressed.
Specifically, the following critical elements from Final Project I must be addressed:
IV.
Creating Digital Marketing Campaigns: Using your analysis of the brand’s current digital media presence, develop the framework for a new digital
campaign.
A. Describe the types of research that could inform a social media, online, and mobile campaign.
B. Create a messaging strategy for the overall campaign, including examples to demonstrate content and tone.
C. Referring to the digital platforms you determined to be most effective for the brand to use, describe the overall media campaign, including
campaign goals.
D. Describe ethical and legal concerns that will need to be addressed.
Rubric
Guidelines for Submission: Your paper should be a 2- to 3-page (excluding the title and references pages) Microsoft Word document with double spacing, 12-pt.
Times New Roman font, one-inch margins, and at least three sources cited in APA format.
Critical Elements
Needs Improvement (55%)
Not Evident (0%)
Value
Creating Digital
Marketing
Campaigns: Inform
Describes the types of research
that could inform a social media,
online, and mobile campaign
Proficient (100%)
Describes the types of research that
could inform a social media, online,
and mobile campaign, but descriptions
are cursory or inaccurate
Does not describe the types of
research that could inform a social
media, online, and mobile
campaign
22.5
Creating Digital
Marketing
Campaigns:
Messaging Strategy
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
22.5
Critical Elements
Proficient (100%)
Needs Improvement (55%)
Not Evident (0%)
Value
Creating Digital
Marketing
Campaigns: Overall
Media Campaign
Describes the overall media
campaign, including campaign
goals, based on the digital
platforms determined to be most
effective
Describes the overall media campaign, Does not describe the overall
but description is cursory or lacks
media campaign
connections to campaign goals or
determined digital platforms
22.5
Creating Digital
Marketing
Campaigns: Ethical
and Legal Concerns
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
22.5
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
Total 100%

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