Worksheet: Complete the Media Plan Template, a worksheet you should use to identify key components of the media plan, such as channels, flight, and content type. Selected media should optimize advertising distribution across key channels to drive campaign results.

Rationale: Provide a clear, accurate rationale for the media options outlined in the media planning worksheet.

Targeting Specifications: Define appropriate targeting parameters for each channel and explain the rationale for selecting the identified targets. Client Name: KitchenAid

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.

Target Persona

The brand has three distinct target personas they leverage to sell products and innovate in the kitchen

category.

Health Nuts: Health lovers of all ages and stages who know that cooking at home is the best way

to control their food choices. They leverage social media to find new recipes and ideas and

show$-$off their healthy lifestyles. KitchenAid$$s countertop products keep them cooking without

creating additional messes and steps that require long amounts of cleanup.

The Tasty Chef: Usually females between the ages of $25$ and $45,$ the tasty chef is frequently

inspired by the elaborate creations they see online. They view these videos as entertainment

but do not mind trying them out from time to time. They love KitchenAid$$s countertop products

because they are versatile and give them the option of feeling like a professional chef inside the

ease of multi$-$purpose products.

Kitchen Pros: Women $($and sometimes men$)$ ages $3055+,$ who know their way around the

kitchen. They are known for their ability to entertain family and friends, as well as keep their

families fed in an inspired way on a daily basis. They appreciate all of KitchenAid$$s products, but

the countertop products give them flexibility and convenience without having to sacrifice their

art.

Data Summary

These are a few key findings from past campaigns. Please leverage these to create your strategy for

moving forward with the brand.

$$ While KitchenAid products are used by a variety of people and age ranges around the world, the

current social audience skews older than the brand$$s desired target: $40\%$ are above age $55.($This

is something the client would like to change with campaigns that appeal to a younger audience

moving forward.$)$

o Of all the social channels, millennials favor Pinterest and Instagram the most. Millennials

make up $60\%$ or more of the audience on those channels.

$$ There has been a $9\%$ increase in smoothie consumption in the last year. Research and data

shows blenders are being used more and more in the evening to create smoothies. This

indicates that millennials continue to value small snacks over big meals when they are cooking