What are the best ways to advertise In the K12 space?
Role
I started out as a Jr. Account Executive on this client, supporting my manager during campaigns (being detailed oriented for specs, client wishes, and routing assets). Once I had a handle on things and showed good leadership, I was given the opportunity to be the client lead.
Background
Frito-Lay came to Marlin many years ago and has pursued the B2B experience Marlin has to advertise for them in the K12 space. Most of their campaigns have been focused on generating awareness for different Frito-Lay programs.
The ask
To increase awareness and engagement with new products, as well as products that operators already know.
strategy
Focusing on quick and easy recipes for operators to use, so that it takes away menu planning stress.
deliverables
A digital ad campaign leveraging channels such as Google, social, and various trade publications.
What I learned
1. Measure twice cut once, as the saying goes! It is super important to be detail oriented and make sure you are doing it right the first time. If you let little mistakes pass by the first time, you most likely won't catch them until later and it creates more work for account, creative, and client.
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2. The creatives are creative for a reason! It is important to support their ideas when the client questions it - not for every idea of course, but their creativity can really affect how a campaign performs.