Elmore_Elizabeth_MKT_335_KitchenAid_Content_Plan

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Southern New Hampshire University *

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335

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Marketing

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Feb 20, 2024

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docx

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KITCHENAID: CONTENT PLAN Southern New Hampshire University MKT 335
1 Kitchen Aid: Content Plan The following content plan outlines different types of content and information we will use for specific channels as we illustrate touchpoints for the different paid, owned, and earned channels that we feel will best represent our client (KitchenAid). Two main channels that we have chosen to utilize are YouTube and Facebook. Our content plan will develop messaging guidelines depending on channel specifics and the goals of KitchenAid's campaign to leverage how effective our content is. We will also work to identify any potential legal, ethical, and cultural concerns that our content may possess and address each of these concerns in a timely manner. To maximize the use of YouTube marketing, our campaign will use video which will include different KitchenAid products on the brand's YouTube channel. Kitchen Aid's audience will be able to view these videos on the brand's YouTube channel, as well as their other social media platforms and their website. One of Kitchen Aid's main goals is to keep their audience engaged by posting videos throughout each week that not only will highlight their different products, but prove to be a learning experience, and a source of entertainment for their audience. Also, KitchenAid's channel will hold YouTube channel Q&A's which will serve to drive more traffic to the brand's channel and keep their audience intrigued. KitchenAid's channel will also host creative videos shared by their subscribers which will feature different recipes which will feature KitchenAid products used by their audience. Within the videos KitchenAid will add links directing potential customers to their website in order to increase communication and engagement with their online audience.
2 Facebook is another popular social media platform for KitchenAid as it stands at 928K likes and 971K followers. KitchenAid's Facebook page is a place where their audience can connect with one another and share photos, music, video, shopping, and group forums (Statista, 2022b). KitchenAid will use its Facebook page to create and share posts which may feature various products and provide links to different recipes made with those products for consumers to try. This post will feature bright colors, bold text, and photos of KitchenAid products which their audience will recognize as the brand's logo will be represented. Our Now You're Cookin' campaign will host video stories of actors using a vast array of KitchenAid products to highlight how versatile the products are and how easy they are to use daily. Finally, we will create display ads which will be viewable across different websites, search engines, and social media platforms. We want for these ads to be seen on different websites which may relate to KitchenAid's many products such as food and appliance websites, and the various websites that millennials may view the most as they are KitchenAid's targeted audience which we will want to cater to. Our high-quality ads will display images, videos, and catchphrases that will capture our audience's attention. We will want to maintain and fun and lighthearted nature as we want to assure our consumers that these products are fun to use. A great way to expand our audience is to display ads as these ads can be seen from anywhere. Making these ads enjoyable for the younger generation will ensure that our marketing channels will fulfill each of the brand's marketing goals for our campaign. It is important that we set smart goals for the brand's new marketing campaign, research and find the brand's target audience as we will want to ensure that we understand their wants, needs, and interests. We will ensure that the channels we have chosen for the campaign work best for our audience and create content based on these findings. Each piece of content that we
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3 research and create must be considered for our digital/social media marketing to be successful. This content is going to determine the brand's success online and in the future. After doing much research and tireless work our campaign will reveal a powerful message that will ascend all marketing campaigns. When a brand, marketer, or marketing company creates campaigns they must adhere to many legal guidelines. It is of the upmost importance that they abide by all federal laws and regulations to maintain a successful business. The FTC (Federal Trade Commission) governs any marketing or advertising which takes place within the United States through enforced regulations. State to state trade practices are also regulated by the FTC (UpCouncil, 2021). The
4 number one regulation that marketers and advertisers alike must follow is Truth-In-Advertising. Brands, Marketers, and Advertisers alike have an obligation to tell the truth always about the products they represent and the message that they are sending. Privacy is another regulation that we must abide by. There are many times in marketing where companies collect and use data in which to get information about its consumers. To some this data may seem like an invasion of their privacy, and they may be sensitive about this topic; this can lead to legal issues for any company. Finally false labeling and making misleading claims are legal concerns which you will want to be considerate of. All labels on products must have accurate information and be inspected by the FTC. As an example, some of the misleading claim’s brands have made in the past are quality of their products, availability of their services and exclusions on goods. Brands, Marketers, and Advertisers alike must be aware of the laws and regulations and obey them if they wish to avoid legal troubles and keep the trust of their consumers and the public. Some potential ethical and or cultural concerns that we will want to stay mindful of are to never tolerate discrimination, always stay truthful and honest. It is of the upmost importance that a brand never holds to hidden agendas.
5 References: A, A. June 10th, 2021. 5 Marketing Laws and Regulations You Should Know. Baer Performance Marketing. https://baerpm.com/2021/06.10/5-marketing-laws-and- regulations-you-should-know/ Advertising Laws and Regulations. (n.d.). Retrieved on February 10th, 2024. From https://www.upcounsel.com/advertising-laws-and-regulations#advertising-and- marketing-law Facebook. Retrieved on February 10th, 2024. KitchenAid. https://www.facebook.com/KitchenAid Federal Trade Commission. February 11th, 2022. Advertising and Marketing. https://www.ftc.gov/business-guidance/advertising-marketing JetRuby Agency. October 8th, 2021. Major Ethical Marketing Issues & Consequences | JetRuby Agency. Jetruby Development Company. https://jetruby.com/blog/ethical- marketing-issues Statista (2022b, July 15th). Facebook: number of monthly active users worldwide 2008 2022. https://www.statista.com/statistics/ 264810/number-of-monthly-activefacebook- usersworldwide/#:%7E:text=How%20many%20users%20does%20Facebook;used %20online%20social%20network%20worldwide.
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