L4: Digital Campaign Strategy

W7: Sep 30-Oct 4 / W8: Oct 7-11

Topics & Activities: Digital assets and visual storytelling, online advertising, and email marketing, digital campaigns, successful campaigns, campaign planning. Campaign #1: Establish goals, key messages, and themes, desired outcomes, content strategy, and editorial calendar.

Weekly Activities

M, Sep 30W, Oct 2F, Oct 4
Overview of digital campaignsStatus Report #2: showcase of company online presence and digital content to-dateSuccessful digital campaigns
M, Oct 7W, Oct 9F, Oct 11
Digital campaign implementationOverview of paid adsPrepping for Campaign #1


Status Report #2 in class W, Oct 2. All other tasks due M, Oct 14.

CategoriesAssignmentsIndividual vs. TeamPoints
Team ReportsStatus Report #2: Showcase your company online presence and digital content to-dateTeam20
ReadingCh 6: Integrated Digital Campaigns: Planning, Execution, and MetricsIndividual12
TutorialCanva or Adobe Spark – social media postsIndividual10
Team ProjectPart 3: Campaign #1 Planning & Content PreparationTeam30
ParticipationIn class activities and attendance (weeks 7-8)Individual18
 L4 Total Points 90

Lecture Materials

In Class Exercises & Discussions

Reference Materials