U.S. fishing boat manufacturer is known throughout the United States

A U.S. fishing boat manufacturer is known throughout the United States for its innovative approach to product design, lean manufacturing, and responsive customer service since its start three years ago.

U.S. fishing boat manufacturer is known throughout the United States

CASE STUDY: C714v2 and D081

A U.S. fishing boat manufacturer is known throughout the United States for its innovative approach to product design, lean manufacturing, and responsive customer service since its start three years ago. The mission statement of the company is “We will provide the most innovative customer-driven design and growth in the industry.” The founders’ ideals for the company are described in the vision statement: “We will be the most sustainable company in the industry.” The company’s ethical statement that guides all conduct and decision-making is “We will make decisions that are sustainable for customers and the environment.”

The company’s founders have created an organizational culture of innovation. They have provided incentives for employees’ creative ideas and created testing laboratories where customers use the products and provide design feedback. The founders have also invited innovators in other industries, such as gaming and information technology, to improve on the designs. The founders have cultivated a company culture in which employees and founders are considered equal partners. All company decisions are evaluated by all employees to ensure that everyone is committed to the decisions.

The company has identified an emerging global market opportunity in India for its products.

Successful sales in India could represent a critical moment for the company if the company establishes strategic partnerships that will increase the likelihood of product success. The founders hope to capture profits and market share and expand into other parts of Asia within the first year of selling products in India.

Research indicates market potential for the company’s sales in India because of the importance of the fishing industry in the country. Fishing and also aquaculture are primary industries in the coastal regions of India. Economic zones have been established to support the over 14 million people who are an important part of the fishing industry. This industry makes up 1% of the nation’s gross domestic product and 7% of global fish exports (Hanko Hackberry Group, n.d.).

The company’s goal of the market expansion into India is to be the first foldable fishing boat manufacturer reaching the country. An origami-inspired foldable fishing boat is the company’s most popular product. This boat comes designed as a plastic carrying case that unfolds into the water like an origami paper boat. This boat is suitable for uses in calm water, and the boat can be recycled. The product retails for U.S.$200.

Traditional fishers use nonmechanized boats, which would be ideal for the foldable boat’s entry into the market.

Laws and regulations surrounding the use of nonmechanized boats favor importing foldable boats, which would be easy for fishers to carry from home to the water. The business climate in India is open to new partnerships to improve the fishing experience for those who preserve the natural ecosystem with nonmotorized boats. The National Fisheries Development Board (NFDB) also promotes the use of natural fishing equipment to reduce disruption to the fishing ecosystem in India (National Fisheries Development Board, n.d.).

The U.S. boat manufacturer’s founders met with the NFDB to request an endorsement for their foldable boats because of the product’s sustainable design and net-zero environmental impact.

This endeavor would require the U.S. company to make a significant investment in India.

The company would need to purchase or build a manufacturing facility, or it would need to contract with a facility owner to secure a manufacturing location. It would need to employ Indian workers. Lastly, the company would have to manufacture a new foldable boat made from used plastics in India with an environmentally friendly waterproof coating.

The new foldable boat could be design ed in several ways, and the company would need to test a series of paper products and waterproof coatings to determine which would be suitable for fishers in India. The fishers range in age from 13 to 70, so the design would need to be comfortable and portable enough for all fishers in this target group.

The company decides to hire Indian fishers to help design the product to reach this market. These fishers will provide qualitative, conversations and also data that will be valuable in communicating the product’s features and benefits to other fishers. The product will be test by a variety of fishers that represent different sectors of the fishing industry, different regions, and also different cultural segments. Additionally, testing will provide generalizable, qualitative data about the product use and effectiveness.

What does the organization need to do to advance its goals

This is a paper that is focusing on what does the organization need to do to advance its goals. The paper also provides additional information to use in writing this assignment paper.

What does the organization need to do to advance its goals

This is leading off week’s two assignment:  Strategic Management 8 most popular cases
Assignment Content

Now that you’ve identified the organization’s SWOT, you need to determine the project and its objectives and metrics. This project should be based on an unmet opportunity for the organization, or to minimize a potential threat. What does the organization need to do to advance its goals and/or expand its competitive advantage? How will you measure their progress?

Complete the following:
Explain why this opportunity/threat was selected, and how it is anticipated to benefit the organization.
Create at least 3 measurable project objectives based on your analyses. Determine timelines and responsibilities for each objective (e.g. with a RACI chart)
Explain why these objectives are appropriate for the project.
Develop at least 2 metrics to evaluate achievement of each of the project objectives. Provide a 1-page explanation for why these are appropriate metrics for each of the objectives.

Remember, ensure  that the paper is at least three pages exclusive of the cover and the reference pages. Also, ensure that you include all the references you use in finding research for this assignment paper. References should be at least three for the paper. All references, citation, and writing should follow the APA formatting and styling guidelines. Finally, ensure you focus on the assignment topic in detail.

Ensure that you follow the instructions provided keenly. Marking of the assignment is on how you do the task and how you submit the assignment too. In case of any question feel free to ask your instructor for more guidelines before doing the assignment.

 

The company research part 2 project assignment paper

This is a paper that is focusing on the company research part 2 project assignment paper. The paper also provides additional information to use in writing this assignment paper clearly.

The company research part 2 project assignment paper

Part 2: Company Research. (3-4 pages, double-spaced)
A.        Firstly, conduct some company research on three hospitality companies that you know little or nothing about. Name each company, and describe the following for each:
1.        Secondly, why you chose the company
2.        Thirdly, mission statement. This should be in quotes.
3.        Fourthly, what does this company do?
4.        Career and employment information: what are some available jobs at the company? Be specific: find real job postings at real sites. Do not copy the job postings; just list a few of the job titles and their locations.
5.        Brands or types of properties, if it is a chain. If it is a company that is part of a larger company, identify the parent company.
B.            Of the companies you researched, which one would you be more interested in working for and why?
C.            Works cited

Project Requirements
Submit each section in ulearn by the due date/time.
Project must be word-processed and double-spaced using 10-12 point font.
Each project section must include a cover page or a header that includes your name and the date.
MLA (Modern Language Association) format must be used. Johnson & Wales University uses the MLA style for research papers and reference citations.
You must include a works cited page whenever you submit writing based on information you received from another source.

Evaluation will be based on:
Quality and depth of research conducted.
Content of information presented.
Quality of writing (spelling, grammar, sentence construction).
Presentation and layout.
Proper citations and MLA format.

Ensure that you follow the instructions provided keenly. Marking of the assignment is on how you do the task and how you submit the assignment too. In case of any question feel free to ask your instructor for more guidelines before doing the assignment.

Business strategies and methodologies research objectives

This is a paper that is focusing on the Business strategies and methodologies research objectives. The paper also provides additional instructions to use in writing the assignment paper well.

Business strategies and methodologies research objectives

Submit a narrative discussion of your final Short Term Goals and explain the objectives you plan on achieving to arrive at those goals.  Be sure to also provide a description of the various specific methodologies and strategies you intend to employ to achieve your targeted objectives.  Be sure to explain how you plan to measure your success or failure in achieving your objectives or the effectiveness of your strategies and methodologies.  Finally identify Long Term Goals that you will attempt over the next two semesters and beyond to begin your business.

2.  Begin developing your survey questions to administer to potential consumers

Business strategies and methodologies research objectives

1.  Firstly, understand the difference between primary and secondary research in business.

2.  Secondly, identify data necessary to assess feasibility of a business hypothesis.

3.  Thirdly, describe sources to acquire and capture that data, including public libraries, paid research data reports and materials, academic journals, interviews, surveys and observation.

4.  Fourthly, discuss the role and benefit of field experiential learning in regard to the individual business venture.

5.  Also, revise their plan of action to assess and analyze their industry and a means to assess their own success at determining the feasibility of their business hypothesis.

6.  Finalize Short and Long Term Goals to allow for assessment of feasibility of a business model and also concept through the identification of objectives with specific methodologies and evaluation strategies.

7.  Lastly, describe the steps of research methodology in business:

1. Defining the research objectives
2. Planning a research design
3. Planning a sample
4. Collecting the data
5. Analyzing the data
6. Formulating the conclusions and preparing the report

Ensure that you follow the instructions provided keenly. Marking of the assignment is on how you do the task and how you submit the assignment too. In case of any question feel free to ask your instructor for more guidelines before doing the assignment.

The last unit focused on Strategic Planning

The last unit focused on Strategic Planning, specifically executive decisions and Board of Director decisions about Capital Structure, Dividends, Stock Splits and Share Repurchases.

The last unit focused on Strategic Planning

Chapter 16 Assignment Working Capital Management                              due 10/20/20
The last unit focused on Strategic Planning, specifically executive decisions and Board of Director decisions about Capital Structure, Dividends, Stock Splits and Share Repurchases.

This unit focuses on shorter term financial operations.  Working Capital Management and Financial Planning are issues that confront a Controller, a Treasurer and a CFO in a large corporation but not the Board of Directors.
These same issues confront a sole proprietor and are the basis of success or failure in a business.

Please practice the computations in the Chapter while you read it. Be sure to learn the key terms.
Learn the following Key Terms ST-1, a,e,f,h,I,j,l,m.  Don’t copy the definitions from anywhere.  Plagiarism is taking someone else’s words and writing them down as if they were your own.  It’s unethical just like cheating.  USE YOUR OWN WORDS
Write them out and save them to study for the next exam. Remember how important the key terms were on the first exam?
As a review: What happens to cash:

If the firm issues stock?
If the firm buys new equipment?
Also, if the firm reports a large loss for the year?
Finally, if the firm increases dividends?

Answer questions 16-2, 16-5, 16-7. 16-9 and 16-10.  Don’t copy.
Do problems 16-1, 16-2 and 16-3 and show all work.  I believe these are the same in the old edition and the new edition.
Let me help you with the problems.

In 16-1 part 1, you calculate the Inventory Conversion Period, the Average Collection Period (also called Days Sales Outstanding) and the Payables Deferral Period to get the CCC.  In part 2, you do the whole CCC again with the changes.  For example, if Inventory was posted as $2,000,000 on the balance sheet, a 10% decrease in inventory gives us $1,800,000 worth of inventory.  Having less inventory saves us money.  Reduce A/R by 10%.

(You calculate it) That will also save money, then increase the A/P (Accounts Payable) by 10% so A/P will be $1,100,000; this will also save money.  In part 3, you figure out how much cash would be freed up by these changes.  Calculate this for Inventory, Receivables and Payables.  Add it all together and you get the $ freed up.   Since the CCC in part 2 is lower than part 1, we save money.  How does this affect pre-tax profits?
Answer: Pre-tax profits will go up.

How much will it go up?
In 16-2, first calculate DSO (Days Sales Outstanding also called ACP Average Collection Period) with the current level of sales and accounts receivable.  Then, we are told that if the business-to-business customers pay on time the DSO will be 30 days.  Calculate A/R with this new DSO (remember that sales stay the same.)  This A/R is much lower than the original A/R, so the firm will be saving a lot of money if business-to- business (B2B) customers all paid on time.

The last part is: How much money is saved?
Answer: the original A/R minus the new A/R.  Now, assume they borrowed the money to finance Accounts Receivable.  How much will be saved?  They save the interest on the borrowing.

16-3 is important because you learn how to calculate the cost of credit and the cost of loans.  Let’s take it piece by piece.  For the first part, use equation 16-6.  We know that the Discount is 3%.  Put 3 in the numerator not .03, OK?  In the denominator, we need 100-3.  That’s equal to 97.  For the next part: the numerator is 365 but the tricky part is the denominator.  That requires some thinking.  They offered 60 days of credit, but we only took 5 days, so you put 60 minus 5 equals 55 as the denominator.
Now, let’s see if you can make a financial management decision.

Compare the cost of trade credit to the cost of a bank loan.  Let just say the bank loan is 10%.  What should they do?   SHOULD THEY BORROW MONEY FROM THE BANK SO THEY CAN PAY 5 DAYS EARLY AND GET THE DISCOUNT OR SHOULD THEY USE THE SUPPLIER’S TRADE CREDIT AND PAY IN 60 DAYS?

Is Target Marketing Ever Bad assignment 2 case study

This is a paper that is focusing on Is Target Marketing Ever Bad assignment 2 case study. The paper also provides additional information to use in writing the assignment paper.

Is Target Marketing Ever Bad assignment 2 case study

Assignment #1

After reading the case “Bayer, Ethics, and the Anthrax Scare: Leveraging National Crisis for a Public Relations Bonanza” by Gringarten & Fernández-Calienes, pages 69-79, write a case study using the Case Analysis Outline below.

(Link to article below)

https://books.google.com/books?id=9s6SDwAAQBAJ&pg=PT99&lpg=PT99&dq=Bayer,+Ethics,+and+the+Anthrax+Scare+Leveraging+National+Crisis+for+a+Public+Relations+Bonanza+Hagai+Gringarten&source=bl&ots=QqxLzKR6Fl&sig=ACfU3U1HiKkxkN630nrQYmsEdTiPOprpJQ&hl=en&sa=X&ved=2ahUKEwjRvtva4t3rAhUj01kKHepQDxkQ6AEwB3oECAoQAQ#v=onepage&q&f=false

Submission Instructions:

The paper is to be clear and concise and students will lose points for improper grammar, punctuation, and misspelling.

The paper is to be 1000 words in length, current APA style, excluding the title, abstract and references page.

No references required.

Total Words 1000

NOTE: Must follow the Case Analysis Outline / Template below (page 2)

Assignment #3

Assignment #2

Read the article and write a summary of the article and answer the questions at the end of the article.

Article Link: https://www.fastcompany.com/40547805/nike-has-a-new-digital-playbook-and-it-starts-with-sneakerheads

Is Target Marketing Ever Bad?

As marketers increasingly tailor marketing programs to target market segments, some critics have denounced these efforts as exploitative. They see the preponderance of billboards advertising cigarettes and alcohol in low-income urban areas as taking advantage of a vulnerable market segment. Critics can be especially harsh in evaluating marketing programs that target African Americans and also other minority groups, claiming they often employ stereotypes and inappropriate depictions. Others counter that targeting and positioning is critical to marketing and also that these marketing programs are an attempt to be relevant to a certain consumer group.

Take a position: Targeting minorities is exploitative versus Additionally, targeting minorities is a sound business practice.

Submission Instructions:

The paper is to be clear and also concise and students will lose points for improper grammar, punctuation, and misspelling.
The paper is to be 300 words in length, current APA style, excluding the title, abstract and also references page.
Incorporate a minimum of 2 current references (published within the last five years) scholarly journal articles or primary legal sources (statutes, court opinions) within your work.

TOTAL 300 Words

Completing a Marketing Plan:

Develop the initial outline of your Complete Marketing Plan.

Topic: Sephora (makeup)

Questions:

Firstly, what do you want to market?

Secondly, what is your target market?

Thirdly, where do you want to market your product?

Fourthly, why do you want to market this product to that target market in that physical environment?

Is Target Marketing Ever Bad assignment 2 case study

Submission Instructions:

The paper is to be clear and concise and students will lose points for improper grammar, punctuation, and also misspelling.

The paper is to be 300 words in length, current APA style, excluding the title, abstract and also references page.

No references required.

TOTAL 300 words

Assignment #4

Develop the Situational Analysis for the Marketing Plan.

Additionally, you must develop the Customer characteristics/Market Demographics, Market needs, SWOT analysis.

Submission Instructions:

The paper is to be clear and concise and students will lose points for improper grammar, punctuation, and also misspelling.

Current APA style.

No references required.

TOTAL 400 words

Choose a low-cost carrier LCC

Choose a low-cost carrier (LCC). From your research, determine if your selected airline closely follows the archetypal LCC business model or is more of a hybrid carrier incorporating aspects of both the LCC

Choose a low-cost carrier (LCC)

The two polar opposite airline business models are low-cost (LCC) and full-service network carrier (FSNC). The objective of this assignment is to deepen your understanding of production costs, specifically how various airline business models affect the cost of operation.

For this assignment, you will duplicate a small portion of the research presented in Klophaus, R., Conradly, R., & Fichert, F. (2012). Attached, please use citations from this study.

Assignment

Choose a low-cost carrier (LCC). From your research, determine if your selected airline closely follows the archetypal LCC business model or is more of a hybrid carrier incorporating aspects of both the LCC and FSNC business models. Klophaus et al. (2012) utilize several criteria that characterize the LCC business model. Table 1 below includes these and more criteria obtained from other sources. While you do not need to utilize all of these criteria in your analysis, you should employ all for which information is available from authoritative sources.

After the introduction, concisely compare and contrast the two business models.

For each of the selected criteria, explain how you have assessed your airline on a simple scale of your choice. Be certain to cite the source of the information and data. Then summarize your findings in a form similar to Table 2 in Klophaus et al. (2012). Much of the required information for the assessment, such as fleet composition, route structure, product offering, etc. will be available on the airline’s website. Aircraft cabin configuration is available at Seat Guru. (Links to an external site.) Another excellent source of information is the CAPA Centre for Aviation. Some information is available only to members, but much is free. Wikipedia may also be used for this assignment. Finally, articles in Air Transport World and Airline Business (both available in the Hunt Library ProQuest database) may be helpful. Of course, you may also use any other authoritative sources you find helpful.

Next, use the data in the Airline Monitor: Traffic, Fleet & Financial Data for 82 Leading Airlines of the World (Airline Monitor is a Hunt Library research database) to compare your chosen airline with a competing comprehensive network carrier.

For example, if you chose Ryanair, British Airways or Lufthansa are competing network carriers. Compare the CASM. The LCC should have significantly lower CASM (otherwise it is not a low-cost carrier). Compare yield, a measure of average price, to determine whether the airline offers lower prices to compete with the FSNC. Other statistics that can be used in the comparison are load factor, utilization, and trip length. If you wish to compare by size or scale of the airlines, ASM, RPM, and departures are appropriate metrics. Be certain that you understand the definition and computation of each statistic. Several online glossaries are available.

In your conclusion, review your research findings. Did you find that your chosen airline closely follows the archetypal LCC business model or is more of a hybrid carrier incorporating aspects of both the LCC and FSMC business models?

Table 1. Low-cost carrier business model characteristics

Primarily point-to-point operations (offering no connections).
Serving short-haul routes, often to/from regional or secondary airports (some major cities are served by more than one airport. Midway Airport, for example, is a secondary airport for Chicago).
High aircraft utilization rates with short turnaround times between operations.
A fleet consisting of a single aircraft type (There are several models of the A-320 and B-737, but all are the same type).
Single class of service with high-density seating.
No (or limited) customer loyalty programs.
Limited passenger services with additional charges for some services (e.g. onboard catering).
A strong focus on price sensitive traffic, mostly leisure passengers.
Low average fares with a strong focus on price competition.
A very high proportion of bookings made through the Interne…

Describe the company’s organizational culture and present evidence

This is a paper is focusing on the Describe the company’s organizational culture and present evidence. The paper also provides additional information to use in writing the assignment paper.

Describe the company’s organizational culture and present evidence

Case Study Assigned: Delta Air Lines, Inc.

Overview

This is your fourth case study assignment out of four. For this assignment, you will need to access the full-length case study you have been assigned at the top of this page within your Case Studies. You are required to read and analyze this case study.

Your analysis must:

Firstly, describe the company’s organizational culture and present evidence from the case to support your opinion. At a minimum, include discussion about the company’s values, norms and artifacts, as it relates to their culture.
Secondly, describe the company’s organizational structure and present evidence from the case to support your opinion. At a minimum, the discussion should touch upon the building blocks of an organizational structure (specialization, formalization, centralization and hierarchy.
Thirdly, discuss whether or not you believe the organizational culture and structure align with the organization’s ‘strategy’. Explain your rationale.
Provide a total of four findings of fact; 1 from the following four functional areas of business:
Management
Marketing
Finance or Accounting
International Business
Provide a full justification and recommendation for each finding of fact (minimum of 1 page each)

Directions:

Case Study Assignment 4 should be double-spaced, 12-point font, and also not exceed 12 pages.

Remember, ensure  that the paper is at least three pages exclusive of the cover and the reference pages. Also, ensure that you include all the references you use in finding research for this assignment paper. References should be at least three for the paper. All references, citation, and writing should follow the APA formatting and styling guidelines. Finally, ensure you focus on the assignment topic in detail.

Ensure that you follow the instructions provided keenly. Marking of the assignment is on how you do the task and how you submit the assignment too. In case of any question feel free to ask your instructor for more guidelines before doing the assignment.

Three hospitality companies company research conduct

This is a paper that is focusing on the three hospitality companies company research conduct. The paper also provides additional information to use in writing this assignment paper clearly.

Three hospitality companies company research conduct

Part 2: Company Research. (3-4 pages, double-spaced)
A.        Firstly, conduct some company research on three hospitality companies that you know little or nothing about. Name each company, and describe the following for each:
1.        Secondly, why you chose the company
2.        Thirdly, mission statement. This should be in quotes.
3.        Fourthly, what does this company do?
4.        Career and employment information: what are some available jobs at the company? Be specific: find real job postings at real sites. Do not copy the job postings; just list a few of the job titles and their locations.
5.        Brands or types of properties, if it is a chain. If it is a company that is part of a larger company, identify the parent company.
B.            Of the companies you researched, which one would you be more interested in working for and why?
C.            Works cited

Project Requirements
Submit each section in ulearn by the due date/time.
Project must be word-processed and double-spaced using 10-12 point font.
Each project section must include a cover page or a header that includes your name and the date.
MLA (Modern Language Association) format must be used. Johnson & Wales University uses the MLA style for research papers and reference citations.
You must include a works cited page whenever you submit writing based on information you received from another source.

Evaluation will be based on:
Quality and depth of research conducted.
Content of information presented.
Quality of writing (spelling, grammar, sentence construction).
Presentation and layout.
Proper citations and MLA format.

Ensure that you follow the instructions provided keenly. Marking of the assignment is on how you do the task and how you submit the assignment too. In case of any question feel free to ask your instructor for more guidelines before doing the assignment.

Complete the following information about the organization and products

Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course.

Complete the following information about the organization and products

Resubmission recommendation: We recommend giving students an initial due date to complete Part 3 of the Marketing Plan after Module 13: Promotion: IMC. Then, after students have received some instructor feedback, in lieu of a final exam, we recommend allowing the students to revise and resubmit their final, improved Marketing Plan with a final due date prior to the end of term.

Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments.

When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2. All elements of your marketing plan should be complete. You may incorporate improvements to earlier sections of the plan, based on prior feedback from your instructor.

Marketing Mix (Four Ps)

Product Strategy

Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider:

  • Firstly, what level of quality and consistency does the offering have?
  • Secondly, how many features does it have and can they be removed or added?
  • Thirdly, how well does your product or service deliver what the customer values? How can it improve?
  • Further, what improvements would help your offering compete more effectively?

Pricing Strategy

How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:

  • Firstly, how sensitive are your customers to changes in price?
  • Secondly, what revenue you need to break even and achieve profitability?
  • Thirdly, what does the price says about your product in terms of value, quality, prestige, etc.?

Place: Distribution Strategy

What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:

  • Firstly, what are the best distribution channels and methods for you to use, and why?
  • Secondly,will you have a retail outlet and if so, where will it be located?
  • Thirdly, in what geographic area(s) will your product/service be available?

Promotion: Integrated Marketing Communications Strategy

Use the template below to lay out your design for a marketing campaign aimed at your target segment.

Approach

How will you achieve your goal? What promotional or engagement strategies will you use?  Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.

Example: Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend.

Goal

In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.

  • Firstly, describe the target segment for your campaign.
  • Secondly, what is the goal you want to achieve with the campaign?
  • Thirdly, what is your call to action?
  • Further, Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)

Example:

  • Firstly, audience: HR professionals who are casual and power-users of Chumber systems
  • Secondly, increase event registration by 20% by the start date of the annual user conference.
  • Thirdly, call to action: Register online today.

Messages

Identify the primary message for your campaign, 2-3 message pillars and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.

Example:

  • Firstly, primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
  • Secondly, message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
  • Thirdly, proof Point: Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks.
  • Further, call to Action: Register online today.

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Example:

Digital Marketing

  • Firstly, Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

  • Secondly, Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend conference.

Sales Promotion + Digital Marketing

  • Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIs—Key Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

  • Total sales/revenue
  • New/incremental sales
  • Number of qualified leads generated
  • Net Promoter Score
  • Web site unique visitors
  • Number of registrations/sign-ups
  • Impressions – views of content
  • CTR – click through rate
  • Engagement – comments, likes, shares, pageviews, video views
  • Further, followers – social media (Facebook, Twitter, LinkedIn, YouTube)
  • Awareness
  • Etc.