Milestone One Marketing

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2-2 Final Project Milestone One: Campaign Overview 1 Milestone One Leanna A Jones – Digital Marketing Southern New Hampshire University

MKT 335 - MILESTONE ONE 2 Table of Contents Abstract ................................................................................................................................ 3 Executive Summary ......................................................................................................... 4 Key Takeaways ............................................................................................................ 4 References .......................................................................................................................... 10

MKT 335 - MILESTONE ONE 3 Abstract As an account executive with a marketing firm specializing in digital advertising campaigns, my task is to develop a digital strategy for KitchenAid, a US-based appliance brand known for its innovative technology and state-of-the-art products. KitchenAid aims to make the time consumers spend in the kitchen efficient, fun, and simply brilliant. To achieve this goal, they roll out a new product every four to six weeks, each receiving a big digital advertising spend. My proposed digital campaign strategy will leverage key learnings from past campaigns, cater to specific products, and target three distinct personas: Health Nuts, Tasty Chefs, and Kitchen Pros. The strategy will focus on increasing awareness of KitchenAid products amongst millennials, leveraging their versatile line of countertop products to appeal to the desired target, and seeing a 10% increase in sales on KitchenAid's core countertop products. Keywords : campaigns, digital strategy, KitchenAid

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MKT 335 - MILESTONE ONE 4 Executive Summary. The proposed digital campaign for KitchenAid aims to increase awareness and sales of their versatile line of countertop products among millennials. To achieve this goal, my team and I will create a targeted and engaging campaign that caters to the needs and preferences of our three distinct target personas: Health Nuts, Tasty Chefs, and Kitchen Pros. Our strategy will leverage the unique targeting capabilities of digital advertising and focus on social media channels, particularly Instagram and Pinterest, where millennials make up most of the audience. The critical campaign elements include interactive and informative content, influencer partnerships, and targeted ads that showcase the versatility and convenience of KitchenAid's countertop products. The goal is to see a 10% increase in sales of KitchenAid's core countertop products. Key Takeaways. Some of the key takeaways or "lessons learned" from the results of earlier campaigns for KitchenAid are: - The current social audience skews older than the desired target, with 40% above age 55. - Millennials favor Pinterest and Instagram the most among social channels and makeup 60% or more of the audience on those channels. - There has been a 9% increase in smoothie consumption in the last year, and blenders are used more in the evening to create smoothies. - Millennials like intelligent and connected products but also value versatile kitchen products that can help them accomplish more than one thing.

MKT 335 - MILESTONE ONE 5 These findings can be leveraged to create a digital campaign strategy that caters to the desired targets and appeals to their preferences and needs. Recommendations. Based on the previous campaign results and the current campaign goals, here are the appropriate campaign recommendations for KitchenAid: 1. Create Product-Specific Campaigns: As KitchenAid wants to shift its advertising strategy from holistic campaigns to product-specific campaigns, it is recommended to create campaigns tailored to each countertop product. This approach will help in leveraging the unique targeting capabilities of digital to target users with products specific to their needs and interests. 2. Target Millennials on Instagram and Pinterest: As the current social audience skews older than the desired target, it is recommended to focus on social media platforms like Instagram and Pinterest, which are popular among millennials. These platforms offer a wide range of targeting options, including age, interests, and behavior, making it easier to reach the right audience. 3. Highlight Versatility and Convenience of Countertop Products: As research shows that millennials value versatile kitchen products that can help them accomplish more than one thing, it is recommended to highlight the versatility and convenience of KitchenAid's countertop products in the campaigns. This approach will help appeal to the desired target and increase sales of KitchenAid's core countertop products. 4. Promote Smoothie-Making with Blenders: As there has been a 9% increase in smoothie consumption in the last year and research shows that blenders are being used more and more in the evening to create smoothies, it is recommended to

MKT 335 - MILESTONE ONE 6 promote smoothie-making with KitchenAid's blenders. This approach will help target millennials who value small snacks over big meals when cooking for themselves. 5. Use Smart and Connected Products: Research shows millennials like intelligent and connected products, so they should be used in campaigns wherever possible. This approach will help appeal to tech-savvy millennials and position KitchenAid as a brand that offers innovative and advanced products. By implementing these campaign recommendations, KitchenAid can increase awareness of its products amongst millennials, appeal to the desired target, and see a 10% increase in sales on its core countertop products. Channels. Based on the client’s campaign goals, resources, and constraints, as well as industry research and best practices, the following digital channels are what we recommend for the campaign: 1. Instagram: Since millennials favor Instagram as one of the most preferred social media channels, it would be an ideal platform to promote KitchenAid’s versatile line of countertop products. The platform can showcase the products' features, usage, and versatility, targeting the three personas - Health Nuts, Tasty Chef, and Kitchen Pros. 2. Pinterest: Pinterest is another platform that millennials favor and can be used to create boards with different KitchenAid products, recipes, and DIY ideas. This platform can help in increasing brand awareness and reach a wider audience. 3. Facebook: Facebook is one of the most widely used social media platforms and can be used to target the desired audience by creating targeted ads and posts. The platform can help promote product launches, run promotions, and engage with the audience.

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MKT 335 - MILESTONE ONE 7 4. YouTube: YouTube can be used to create engaging videos showcasing product features and usage. KitchenAid can partner with food bloggers, chefs, or influencers to make recipe videos or product reviews, which can help increase brand awareness and reach. 5. Email Marketing: Email marketing can be used to promote new product launches, run promotions, and engage with the audience. KitchenAid can segment its email list based on the three personas and send customized emails to each segment based on their preferences and interests. SWOT Analysis . Strengths: - KitchenAid has a strong reputation for creating state-of-the-art products that solve novice chefs' toughest kitchen challenges. - They have a well-established digital advertising spend and a tried-and-true advertising strategy. - KitchenAid has a versatile line of countertop products that can appeal to many consumers. - They have a clear set of campaign goals that can be used to measure the digital campaign's success. Weaknesses: - KitchenAid's current social media audience skews older than their desired target audience. - There may be a need for more awareness among millennials about KitchenAid's products.

MKT 335 - MILESTONE ONE 8 - The brand may need help to create campaigns that cater to specific products while maintaining a holistic campaign that sells the brand. Opportunities: - There has been a 9% increase in smoothie consumption, which presents an opportunity for KitchenAid to promote its line of blenders. - Millennials favor Pinterest and Instagram the most, which presents an opportunity for KitchenAid to increase its presence on these platforms. - There is potential for KitchenAid to create intelligent and connected products that appeal to millennials' desire for technology in their kitchen products. Threats: - Legal and ethical concerns may exist when targeting specific demographics and promoting certain products. - Competitors may have similar campaigns or products that could detract from KitchenAid's campaign. - The COVID-19 pandemic may impact KitchenAid's ability to roll out new products and conduct in-person events. Evaluation Criteria. Based on the campaign goals and target audience, some appropriate KPIs (Key Performance Indicators) for the digital campaign strategy could be: 1. Increase in website traffic: By tracking the number of visitors to the KitchenAid website, we can measure the campaign's effectiveness in generating interest and awareness among the target audience. 2. Engagement rate on social media: Measuring the number of likes, shares, and comments on social media posts can help us understand how well the

MKT 335 - MILESTONE ONE 9 campaign resonates with the target audience on various social media platforms. 3. Conversion rate: By tracking the number of website visitors who purchase or sign up for a newsletter, we can measure the campaign's success in converting leads into customers. 4. Cost per acquisition (CPA): This metric evaluates the cost of acquiring a new customer or lead. By monitoring the CPA, we can ensure that the campaign is cost-effective and efficient in reaching the target audience. 5. Return on investment (ROI): By comparing the campaign's costs to the generated revenue, we can calculate the ROI and determine if the campaign successfully met the set campaign goals. After reviewing the appropriate information, these are the KPIs that my team and I decided on, based on their relevance to the campaign goals and their ability to provide measurable and actionable insights into the campaign's success.

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MKT 335 - MILESTONE ONE 10 References Aboulhosn, S. (2023, September 28). How to craft an effective social media content strategy . Sprout Social. https://sproutsocial.com/insights/content-marketing-strategy/ Knight, W. (2017, April 27). How to create a social media marketing content plan in 7 steps . Social Media Examiner. http://www.socialmediaexaminer.com/how-to-create-social- media-marketing-content-plan-in-7-steps/ New Hampshire University, S. (n.d.). MKT 335 Campaign Toolkit for Milestones One to Three and Final Project . Reading. New Hampshire University, S. (n.d.). MKT 335 Client Packet for Milestones One to Three and Final Project . Reading. Newman, D. (2014, December 8). The role of paid, owned and earned media in your marketing strategy . Forbes. https://www.forbes.com/sites/danielnewman/2014/12/03/the-role-of-paid- owned-and-earned-media-in-your-marketing-strategy/#4bee3ca928bf Thakur, R. (2021, April 28). The 7 most important digital marketing KPI’s to track . LinkedIn. https://www.linkedin.com/pulse/7-most-important-digital-marketing-kpis-track- rameshwar-thakur

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