Human Society of the United States - The entity mainly focuses on combatting animal cruelty and promoting animal welfare through diverse programs, campaigns, and initiatives.

Taking into account your campaign topic, choose your tactics, define a reasonable campaign budget, and assign budget allocations to each tactic. Provide rationale for each tactical choice, explaining why that tactic is included in your campaign proposal and why you are allocating a relatively large, medium, or small amount of your budget to that tactic.

Your submission should include:

Total budget. A recommendation for the total campaign budget from beginning to end that matches the timeframe of your proposal.

Ad plan overview. A list of finite digital tactics that you are recommending. You can assume in your memo that there are other non-digital activities occurring but you do not need to account for them budget-wise in your plan. For example, if your client often does in-person events, you can assume those continue or plan digital tactics around those events or to promote those events, but you do not need to "event plan" in this class nor do you have to budget for those events in your plan. But of course, digital plans do not occur in a silo.

Ad plan details and rationale. Provide a rationale for why you are recommending each tactic. It is helpful to relate this rationale to your audience matrix. Provide supplementary details on how each tactic will be used, up to a page each. Drill down on each digital tactic using what you've learned in class as necessary to give the appropriate support to your strategy and rationale. For example, listing Facebook as a tactic does not suffice. How will you use Facebook?

Budget chart. A budget allocation, by percentage weight or subtotal dollar amounts, that you are allocating to each overall tactic. For example, if you recommend Facebook, banner ads, and streaming TV, your budget allocation might look like this (it can also be a pie chart or a table):

Facebook 25%

Banner Ads 25%

Streaming TV 50%