Lessons from Strategy to Execution
This class pushed me to dive deep into digital advertising strategy, and I realized it was more than just making pretty ads. From crafting a creative brief to developing a conversion optimization plan, I learned how every detail, from messaging to visuals, plays a role in making an ad campaign successful. Working on the display ad media plan for Oo-de-Lally Coffee showed me the importance of targeting the right audience and selecting the right platforms. I had to think about ad placements, formats, and special offers, all while ensuring the brand's personality came through. It was interesting to see how digital marketing isn’t just about reaching people—it’s about connecting with them in a way that makes them take action.
One of the biggest lessons came from understanding how the 4 campaigns (Broad, Targeted, Intentional, and Newsletter Sponsorship) worked together. The Broad Campaign cast a wide net, introducing new people to the brand, while the Targeted Campaign helped nurture interest by reaching coffee lovers and local business supporters who were more likely to engage. The Intention-Based Campaign was my favorite because it focused on people who were actively searching for a coffee shop, making it the most direct path to conversions. Meanwhile, the Newsletter Sponsorship reinforced the brand’s presence within the local community, helping to build long-term customer loyalty. Seeing how these campaigns overlapped and complemented each other made me realize that successful marketing isn’t just about one ad or specific campaign—it’s about an ongoing conversation with the customer and how to engage with them.
Moving forward, I know these insights will shape the way I approach digital marketing. I now understand the value of layered marketing strategies that cater to different stages of the customer journey. This class has taught me how to balance brand awareness with engagement and conversion, ensuring that marketing efforts aren’t just reaching people but actually building relationships. I’m excited to take these skills into my future projects, helping brands tell their story in a way that connects with their audience on multiple levels.
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