Requirements: Outline the types of content and key information needed for the selected channels.

Touchpoint Map: Develop a visual map that illustrates content touchpoints for paid, owned and earned channels.

Messaging Guidelines: Develop messaging guidelines, based on channel specifications and campaign goals, that maximize content effectiveness.

Legal Issues: Identify potential legal requirements and concerns related to content.

Ethical and Cultural Issues: Identify potential ethical and cultural issues related to content and propose possible responses to address these concerns. Part $1$: Client Overview

Your client for the final project is KitchenAid, a United States$$based appliance brand known for

leveraging best$-$in$-$class technology to create state$-$of$-$the$-$art products that solve novice chefs$$ toughest

kitchen challenges.

A key component of KitchenAid$$s rollout strategy is their countertop appliance offerings, including

tabletop ovens that eliminate the need for a big oven, blenders, juicers, and food processors that peel,

dice, and chop. KitchenAid$$s goal is to make the time consumers spend in the kitchen efficient, fun, and

$$simply brilliant.$$

A core component of the business and KitchenAid$$s foremost marketing priority is its product launches.

Once every four to six weeks, KitchenAid introduces a new product to the market. The products are each

introduced with the same amount of attention, care, and of course, a big digital advertising spend.

As part of your work for this client, your job will be to research the category, better understand the

brand$$s consumer, and propose a digital campaign strategy that helps ensure the client$$s next launch is

one of its most impactful.

Before continuing, take some time to research KitchenAid and their current campaign strategy, paying

special attention to their website user experience and their social media channels. You may even want

to sign up for their emails. Once you have a solid understanding of the current online presence, move on

to Part $2.$

Part $2$: Campaign Information

Previous Campaign$/$Current Campaign Structure

Typically, the KitchenAid brand spends their advertising dollars on holistic campaigns that sell the brand

as a whole, as much as they do the product. This year, however, they want to change that structure,

creating campaigns that cater to specific products.

Their main reason for changing their tried and true advertising strategy is that they would like to be able

to leverage the unique targeting capabilities of digital to target users with products specific to their

needs.