MKT 265 Final Project I 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.
For your final project, you will select a brand from a provided list and analyze its current digital marketing strategy. Using this written analysis (Final Project I),
you will then develop a digital marketing plan (Final Project II). This plan will show where the brand’s strengths and weaknesses are within its digital marketing
presence. Referencing your findings, you will develop recommendations for how the brand can improve its digital marketing strategies and ensure it is using
these platforms effectively. This process is vital in the marketing field, as it is through constant review and analysis that marketers are able to make informed
decisions regarding strategies.
The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Two and Three. The final product will be submitted in Module Five.
In this assignment, you will demonstrate your mastery of the following course outcomes:
Determine the appropriate digital marketing platforms for supporting effective marketing strategies
Determine the role of market research in developing strategic digital marketing plans
Analyze digital marketing campaigns for determining their role in effective marketing communications
Develop digital marketing plans that align with organizations’ larger marketing strategies
Examine digital marketing activities for identifying and addressing possible legal and ethical implications in digital marketing
Prompt
For your written analysis, you will select a brand and conduct an analysis of the brand’s digital marketing strategies. Using your analysis, you will suggest
improvements and develop the framework for a new digital marketing campaign that communicates the brand’s message.
Select one of the following brands to analyze:
Starbucks
Microsoft
TED Talks
Doritos
Burberry
Nike
Oreos
Denny’s
Pampers
Netflix
Dove
Honest Tea
ADT
Taco Bell
Beats by Dre
Reese’s
Krylon Spray Paint
Mastercard
Prudential
Target
IKEA
Lego
Harley-Davidson
Specifically, the following critical elements must be addressed:
I.
The Brand’s Use of Digital Marketing: In this section, you will examine the current marketing strategies used by the brand you selected.
A. Describe the strategy the brand is using to position itself in digital media (social, mobile, and online). Support your description with examples.
B. Describe how the brand’s digital media strategy relates to its overall marketing campaign seen in print, television, and online. Support your
description with examples.
C. Examine whether the digital marketing activity aligns with the organization’s overall brand. Support your response with examples.
II.
Social Media Platforms: In this section, you will examine the social media platforms used by the brand you selected. You will discuss how these
platforms are used to support the brand’s digital marketing strategy.
A. Identify the social media platforms the brand uses and explain how they align to the brand’s target market.
B. Describe how the brand uses each social media platform. Consider what the brand’s social media posts consist of or look like.
C. Describe how the brand must modify posts in order to accommodate the differing functionalities of social media platforms. In other words, how
does a brand need to change a post between various social media platforms in order to communicate the same message?
III.
Evaluating Digital Marketing Campaigns: Before recommending changes to a brand’s digital presence, you should review and analyze its current state.
This will help inform changes and improvements in the new media campaign.
A. Strengths
1. Determine which digital platforms would be most effective for the brand to use. Consider the overall brand, messaging strategy, and
other marketing activities. Be sure to cite examples.
2. Describe what the brand is doing well on digital media. Support your response with examples.
B. Weaknesses
1. Identify a platform that the brand is currently using for marketing and could be improved or utilized more effectively. Support your
response with examples.
2. Determine what the brand could improve on regarding its digital activity. Support your response with examples.
3. Describe how the brand could use research to better focus its digital activity.
4. Identify current legal and ethical concerns about the brand’s current digital marketing strategy. Support your response with examples.
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.
Milestones
Milestone One: The Brand’s Use of Digital Marketing
In Module Two, you will submit critical element I of Final Project I. This milestone will be graded with the Milestone One Rubric.
Milestone Two: Social Media Platforms and Evaluating Digital Marketing Campaigns
In Module Three, you will submit critical elements II and III of Final Project I. This milestone will be graded with the Milestone Two Rubric.
Final Project I Submission: Written Analysis
In Module Five, you will submit the final version of Final Project I. It should be a complete, polished artifact containing all of the critical elements of the final
product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project I Rubric.
Deliverables
Milestone
Deliverable
One
The Brand’s Use of Digital Marketing
Two
Social Media Platforms and Evaluating
Digital Marketing Campaigns
Final Submission: Written Analysis
Module Due
Grading
Two
Graded separately; Milestone One Rubric
Three
Graded separately; Milestone Two Rubric
Five
Graded separately; Final Project I Rubric
Final Project I Rubric
Guidelines for Submission: Your written analysis should be a 4- to 5-page Microsoft Word document, double spaced, with 12-pt. Times New Roman font, oneinch margins, and APA formatting.
Critical Elements
The Brand’s Use of
Digital Marketing:
Digital Media
Exemplary (100%)
Meets “Proficient” criteria, and
description is exceptionally
clear and contextualized
Proficient (85%)
Describes the strategy the
brand is using to position itself
in digital media, supporting
description with examples
The Brand’s Use of
Digital Marketing:
Overall Marketing
Campaign
Meets “Proficient” criteria, and
description offers a nuanced
insight into how digital media
strategies relate to overall
marketing campaigns
Describes how the brand’s
digital media strategy relates to
its overall marketing campaign,
supporting description with
examples
The Brand’s Use of
Digital Marketing:
Overall Brand
Meets “Proficient” criteria, and
use of examples demonstrates
sophisticated insight into the
organization’s overall brand
Examines whether the digital
marketing activity aligns with
the organization’s overall
brand, supporting examination
with examples
Social Media
Platforms: Social
Media Platforms
Meets “Proficient” criteria, and
explanation demonstrates an
insightful awareness of how
brands use social media to
target specific markets
Identifies the social media
platforms the brand uses and
explains how they align to the
brand’s target market
Needs Improvement (55%)
Describes the strategy the
brand is using to position itself
in digital media, but description
is cursory or, examples are
inaccurate or nonexistent
Describes how the brand’s
digital media strategy relates to
its overall marketing campaign,
but description is cursory, or
examples are inaccurate or
nonexistent
Examines whether the digital
marketing activity aligns with
the organization’s overall
brand, but response is cursory,
or examples are inaccurate or
nonexistent
Identifies social media
platforms, but not all are used
by the company
Not Evident (0%)
Does not describe the strategy
the brand is using to position
itself in digital media
Value
4.2
Does not describe how the
brand’s digital media strategy
relates to its overall marketing
campaign
4.2
Does not examine whether the
digital marketing activity aligns
with the organization’s overall
brand
5
Does not identify any social
media platforms
6.3
Social Media
Platforms: Social
Media
Meets “Proficient” criteria and
demonstrates in-depth
knowledge of the nuances of
social media platforms
Meets “Proficient” criteria, and
description offers keen insight
into how the specifications of
social media platforms impact
messaging
Describes how the brand uses
each social media platform
Meets “Proficient” criteria and
cites specific, relevant
examples to establish which
platforms are the most
effective for the specific brand
to use
Meets “Proficient” criteria, and
description is exceptionally
clear and contextualized
Determines which digital
platforms are most effective
for the brand to use, citing
examples
Evaluating Digital
Marketing
Campaigns: Improved
Meets “Proficient” criteria, and
use of examples demonstrates
an in depth knowledge of how
platforms can be fully utilized
for marketing purposes
Evaluating Digital
Marketing
Campaigns: Digital
Activity
Meets “Proficient” criteria and
draws insightful conclusions on
how the brand could improve
its digital activity
Identifies a platform the brand
is currently using for marketing
that could be improved or
utilized more effectively,
supporting response with
examples
Determines what the brand
could improve on regarding its
digital activity, supporting
response with examples
Evaluating Digital
Marketing
Campaigns: Research
Meets “Proficient” criteria and
offers nuanced insight into how
research can inform a brand’s
digital activity
Social Media
Platforms: Modify
Evaluating Digital
Marketing
Campaigns: Platforms
Evaluating Digital
Marketing
Campaigns: Doing
Well
Describes how the brand must
modify posts in order to
accommodate the differing
functionalities of social media
platforms
Describes what the brand is
doing well on digital media,
supporting response with
examples
Describes how the brand could
use research to better focus its
digital activity
Describes how the brand uses
some social media platforms,
or description is cursory or
contains inaccuracies
Describes how the brand must
modify posts in order to
accommodate the differing
functionalities of social media
platforms, but description is
cursory or inaccurate
Determines which digital
platforms are most effective
for the brand to use, but
response is cursory, or
examples are inappropriate or
nonexistent
Describes what the brand is
doing well on digital media, but
description is cursory, or
examples are inappropriate or
nonexistent
Identifies a platform the
company is using that could be
improved or utilized more
effectively but response is
cursory or examples are
inappropriate or nonexistent
Determines what the brand
could improve on regarding its
digital activity, but response is
cursory, or examples are
inappropriate or nonexistent
Does not describe how the brand
uses social media platforms
6.3
Does not describe how the brand
must modify posts in order to
accommodate the differing
functionalities of social media
platforms
4.2
Does not determine which digital
platforms are most effective for
the brand to use
6.3
Does not describe what the brand
is doing well on digital media
4.2
Does not identify which social
media platforms the company is
using that could be improved
6.3
Does not determine what the
brand can improve on regarding
its digital activity
4.2
Describes how the brand could
use research better, but does
not connect it to digital activity,
or submission contains issues
of clarity
Does not describe how the brand
could use research to better
focus its digital activity
8.4
Evaluating Digital
Marketing
Campaigns: Current
Legal and Ethical
Concerns
Meets “Proficient” criteria and
demonstrates a complex grasp
of the legal and ethical
considerations associated with
digital marketing strategies
Identifies current legal and
ethical concerns about the
brand’s current digital
marketing strategy, supporting
response with examples
Creating Digital
Marketing
Campaigns: Inform
Meets “Proficient” criteria, and
description demonstrates a
nuanced understanding of the
relationship between research
and digital marketing
campaigns
Meets “Proficient” criteria, and
examples provided create a
plausible, comprehensive
messaging strategy
Describes the types of research
that could inform a social
media, online, and mobile
campaign
Meets “Proficient” criteria, and
the connection between digital
platforms and campaign goals
demonstrates insight into
effective media campaigns
Meets “Proficient” criteria and
demonstrates an astute ability
to recognize where issues of
legality and ethics will need to
be addressed
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented
in a professional and easy-toread format
Describes the overall media
campaign, including campaign
goals, based on the digital
platforms determined to be
most effective
Describes the ethical and legal
concerns that will need to be
addressed
Creating Digital
Marketing
Campaigns:
Messaging Strategy
Creating Digital
Marketing
Campaigns: Overall
Media Campaign
Creating Digital
Marketing
Campaigns: Ethical
and Legal Concerns
Articulation of
Response
Creates a messaging strategy
for the overall campaign and
includes examples to
demonstrate content and tone
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Identifies legal and ethical
concerns about the brand, but
response is cursory or lacks
connections to the brand’s
current digital marketing
strategy, or examples are
inappropriate or nonexistent
Describes the types of research
that could inform a social
media, online, and mobile
campaign, but descriptions are
cursory or inaccurate
Does not identify current legal
and ethical concerns about the
brand’s current digital marketing
strategy
8.4
Does not describe the types of
research that could inform a
social media, online, and mobile
campaign
8.4
Creates a messaging strategy
for the overall campaign, but
strategy is illogical or does not
include examples that
demonstrate content and tone
Describes the overall media
campaign, but description is
cursory or lacks connections to
campaign goals or determined
digital platforms
Describes the ethical and legal
concerns that will need to be
addressed, but description is
cursory or inaccurate
Does not create a messaging
strategy
5
Does not describe the overall
media campaign
5
Does not describe the ethical and
legal concerns that will need to
be addressed
8.4
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
5.2
Total
100%
MKT 265 Milestone One
Aaron Shriver
The brand I chose is Doritos, I have always been impressed with the way they can market
a chip. Doritos year after year conquers the Superbowl commercials, they have got their product
into one of the biggest fast food chains, and they dominate the social media markets. Doritos
continues to be Frito-Lay’s biggest brand since they debuted in 1966.
Doritos stretches across many digital media platforms to position there marketing
strategy. They are very prominent on Instagram with 693K followers, Twitter is close behind
with 622K followers, but when it comes to reaching the customer their Facebook page has over
16 million likes. This past July Doritos cashed in on another company’s promotion to help their
Digital media. Across all platforms on Amazon Prime Day, Doritos offered 30% off all of their
brands if purchased through Amazon. They knew the traffic that visits Amazon on prime day and
they capitalized on it. Right now, they are running a promotion on all their digital media sites
called Doritos Bowl 2018 where they have partnered with the hot video game Call of Duty:
Black Ops 4. This promotion ends with a big showdown on October 27th.
The brands digital media strategy is right in tune with Doritos overall marketing strategy,
and you don’t have to look to far to see that. Actually, you only need to watch television on one
day a year to see the marketing strategy for Doritos. Super Bowl Sunday has become a marketer
dream and nightmare at the same time, but if your Doritos no need to worry. For the last decade
Doritos has controlled and dominate the Super Bowl commercial game. One of the biggest
success that Doritos saw was in 2006 when they introduced ‘Crash The Super Bowl” Doritos
didn’t have to do anything, but review videos. They put the biggest marketing day of the year in
the hands of their customers. They used a consumer generated video as their Super Bowl ad. Still
to this day is has been the most successful consumer generated content campaign in the Super
Bowl. Then in 2011 Doritos made a compilation of the best ads of past “Crash The Super Bowl”
contest. Still to this day “Crash The Super Bowl” is Doritos most successful marketing campaign
in the brands history.
I think that Doritos digital marketing activity goes hand in hand with their overall brand.
They involve their consumers in all their marketing, from user generated ads to sponsored game
tournaments. The consumer is there brand, the consumer eats the product. One example I think
of when I think about Doritos and marketing is that they got their product in one of the nations
leading fast food restaurants Taco Bell. Now you see the Doritos logo on the Taco Bell app, and
website. Ordering fast food via your phone is quickly becoming a new trend, and now Doritos
has found another way to get their name and logo on your mobile device. So, the marketing team
at Doritos has probably been under budget with the way Taco Bell now markets for them and all
the consumer generated media they use as well.
Reference:
Burstein, D. (2012, February 3). 5 Lessons In Participatory Marketing From Doritos’ “Crash The
Super Bowl” And CMO Ann Mukherjee. Retrieved from
https://www.fastcompany.com/1679605/5-lessons-in-participatory-marketing-from-doritoscrash-the-super-bowl-and-cmo-ann-mukherjee
Millwood, A. (2018, February 3). Why Doritos Marketing Strategy Made Super Bowl History.
Retrieved from https://www.yotpo.com/blog/how-doritos-wins-every-super-bowl-with-ugc/
Schultz, E.J. (2013, March 6). Doritos Launches First Global Campaign. Retrieved from
https://adage.com/article/news/doritos-launches-global-campaign/240173/
DIGITAL MARKETING FOR DORITOS
Digital Marketing for Doritos
Aaron Shriver
Southern New Hampshire University
9/23/18
DIGITAL MARKETING FOR DORITOS
2
Doritos is an American brand of tortilla chips produced by Frito-Lay and owned by
PepsiCo ("About Us | Doritos," n.d.). It is one of the most dominant ready to consume snack
available globally. The brand has maintained this position through various innovative product
promotional strategies and research based on client satisfaction. This paper, therefore, discusses
and evaluates the digital marketing strategies of the Doritos brand.
The marketing strategies adopted by a company determine how its products compete with
others that have similar features and targeting the same market. Doritos advertises its products on
social media platforms whereby it uses the Periscope, Twitter, Facebook, Snap Chat, YouTube,
Vine, and Instagram platforms. On the platforms, the Doritos uses a user-generated content
(UGC) that is aimed at creating a positive perception of the product ("Doritos leverages social
platform Periscope for live roulette-style game," 2016). UGC involves hosting a chance –based
game show on live-streaming service Periscope called "Crash the Super Bowl,” along with a
team game on Twitter. The focus here is to promote its Roulette chips and connect with the
target market, and particularly the younger male population. In the game, Doritos requests its
fans to send a 30-second Doritos spot then a panel selects ten videos that enter a final round. The
Doritos fans globally are given an opportunity to vote and select a winner through other social
media platforms ("Doritos – Integrating Social Media with Advertising Strategy – Social
Strategy Ltd," n.d.).
On the social media conversations about Roulette uses the sharing possibilities. On
Twitter, for instance, users are required to tag three friends with #DoritosRoulette ("Doritos
(@Doritos) on Twitter," n.d.). Periscope is the latest and hottest social media, and the inclusion
DIGITAL MARKETING FOR DORITOS
3
of a roulette-style game-play makes the social media advertising valuable since it leverages the
immediacy of the social media and enhances the chances of fan engagement. The winner
announcements are made on the Vine and other social media platforms. On Facebook, the
Doritos announced Ryan Anderson as the winner of the Super Bowl “It's the future! Huge
congrats to Ryan Andersen, director of the ad "Time Machine," for winning Doritos Crash the
Super Bowl-- and $1 MILLION DOLLARS! ("Doritos," n.d.). The winner was also featured on
other social media platforms.
The posts on social media can be modified to cover all activities of the company. The
posts should include nutrition composition of the products to educate. Also, live coverage of the
production should be included to show the customers how the production is done as a proof of
quality products.
The most effective social media advertising platforms for the Doritos are the Twitter and
the Facebook. These platforms have the greatest number of subscribers in the world making
hence they have a large target market coverage. The messaging strategy of Twitter is to attract
followers through the use of images and the use of simple and appealing hashtags. For example,
#DoritosRoulette ("Doritos (@Doritos) on Twitter," n.d.). On Facebook, the company uses
videos and images of their products to attract customers ("Doritos," n.d.). Facebook is the most
effective advertising platform since it has a bigger number of followers compared to the Twitter.
On Facebook, the brand is doing well on the messages, images, and videos it uploads. Messages
are clear and precise. Images and videos are of high definition, and the messages are displayed so
clearly. More so, they are entertaining.
DIGITAL MARKETING FOR DORITOS
4
The Doritos need to improve their advertising on SnapChat this is because their
prevalence on SnapChat is low keeping SnapChat users with little information on SnapChat. For
example, even with the many SnapChat subscribers globally, the Doritos have a small number of
followers.
Finally, the Doritos can improve digital marketing through direct customer involvement
in their social media posts. For example, their social media platforms should feature images of
customers consuming their products, as well as their feedback. This would help alter the
perception of the target market. They should conduct research such as SWOT analysis to identify
their strengths to major on them. Research would help them identify marketing opportunities and
invest in them (Phadermrod, Crowder, & Wills, 2016). Also, identification of weakness and
threats facing the company will help them come up with measures to counter them.
DIGITAL MARKETING FOR DORITOS
References
About Us | Doritos. (n.d.). Retrieved from https://www.doritos.com/about-us
Doritos (@Doritos) on Twitter. (n.d.). Retrieved from
https://twitter.com/Doritos?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5
Eauthor
Doritos leverages social platform Periscope for live roulette style game. (2016, June 27).
Retrieved from https://wearefetch.com/all-blog/our-news/doritos-leverages-socialplatform-periscope-for-live-roulette-style-game/
Doritos – Integrating Social Media with Advertising Strategy – Social Strategy Ltd. (n.d.).
Retrieved from https://social-strategy.co/doritos-integrating-social-media-withadvertising-strategy/
Doritos. (n.d.). Retrieved from
https://web.facebook.com/doritos/?brand_redir=24497276164&_rdc=1&_rdr
Phadermrod, B., Crowder, R. M., & Wills, G. B. (2016). Importance-Performance Analysis
based SWOT analysis. International Journal of Information Management.
doi:10.1016/j.ijinfomgt.2016.03.009
5
Purchase answer to see full
attachment