Table of Contents
Overview
For this Performance Task Assessment, you will take on the role of a marketing professional who will design a social media/social marketing campaign for an organization that focuses on diversity, inclusion, and positive social change. In your design for the campaign, you will identify the tactics, strategies, and influencers that will reach a diverse audience while being inclusive.
Assessment Submission Length: 8- to 10-page marketing campaign design document.
Instructions
To complete this Assessment, do the following:
- Review, as needed, the following resource on SWOT analysis:
- SmartDraw. (2018, August 17). SWOT analysis – What is SWOT? Definition, examples, and how to do a SWOT analysis [Video]. YouTube. https://www.youtube.com/watch?v=JXXHqM6RzZQ
- Use the MT003_Assessment_Template (Word document) file to complete your work on the marketing strategy evaluation, using your Pre-Assessment submission as a starting point and incorporating any feedback as appropriate.
Marketing Strategy for Good
The marketing world is a fast-paced environment where business promotes the buying and selling of products and services. While marketing includes advertising, selling, and delivering products to consumers or other businesses, there are many facets that need to be considered when developing a marketing strategy to ensure success for the business as well as the consumer.
For this Assessment, you will take on the role of a marketing professional to develop a persuasive marketing strategy for good. Your goal is to help society while being cognizant of the organization’s mission and goals. Your task is to design a social media/social marketing campaign for your organization that would promote diversity and inclusion and could help benefit the company. Your decisions must align with the company’s mission and goals. You may choose a well-known company or make up a mock organization and identify the tactics, strategies, and influencers needed to ensure your campaign will reach a diverse audience.
For the purposes of this exercise, here are some guidelines:
- You will choose the company (or type of company) and create a narrative for the specific opportunity the business is considering (in other words why the company wants to do this and what benefit or position this campaign could give the company, as well as how it could promote positive change).
- Your selected organization could be a company where you have worked or with which you are familiar, or you could locate an example of a company and use it as the basis for your narrative.
Note: If you select a company with which you do not have personal experience, some of the questions related to the campaign specifics may be more challenging to answer; however, you should feel free to use your creativity to respond to the questions.
- Provide information that will help you craft your narrative for the campaign. The purpose of this activity is to demonstrate your ability to think through and develop marketing solutions to business problems, not to have all the “right” answers.
- Once you have selected your organization, you will need to identify a positive-social-change-related outcome/goal for the organization.
With those thoughts in mind, construct your marketing campaign design document with the following sections, being sure to incorporate appropriate examples, where applicable.
Part 1: Laying the Foundation for Persuasive Marketing Tactics (2–3 pages)
In Part 1 of your design document, do the following:
- Examine the selected organization, its mission (and goals, if available), what products or services (or both) it offers, and its customer base, including any sub-groups that might currently apply.
- Use your creative license to identify a positive-social-change-related outcome/goal for the organization that will be used as the basis for the social media marketing campaign. (In other words, in what way is the company trying to bring about positive social change, be a force for good, etc.?)
- Synthesize the business opportunities and goals for the marketing campaign. (In other words, what is the expected/desired outcome?)
- Describe the persuasive marketing tactics that will be used to execute your campaign strategy.
- Analyze the internal strengths and weaknesses and external opportunities and threats that this opportunity presents for the company (SWOT).
Part 2: Marketing With the Customer in Mind (2–3 pages)
In Part 2 of your design document, address the following:
- Identify the external stakeholders (influencers) whose needs you will have to consider when designing the marketing campaign.
- Identify a potential new customer base, including sub-groups, that could be reached through this marketing campaign. Explain how your new customer base reflects diversity (including culture, race, age, and other demographics) and inclusion.
- Create a prioritized list of consumer needs (based on your knowledge of the company or your imagining of the customers you identified) you will have to take into consideration when developing social media messaging for the campaign.
- Synthesize what, if any, considerations will need to be made to influence customer behavior and promote customer buy-in.
- Identify any challenges you may encounter in gaining buy-in for your existing and potential new customer bases.
- Propose recommendations related to messaging content or delivery method for how to overcome those challenges and gain customer buy-in.
Part 3: Marketing Strategy Execution for Change (approximately 4 pages)
In Part 3 of the design document:
- Based on the identified needs of the target market, sub-groups, and any additional stakeholders, brainstorm a minimum of four ideas for the marketing campaign. Remember that the point of brainstorming is to generate new and creative ideas. Do not spend your time evaluating the ideas or determining their feasibility in terms of costs, resources, time constraints, etc. You will do that next. Simply record the results of your brainstorming session as a section of your design document.
- After generating your list of ideas, identify the one you feel is most appropriate for the organization given its positive social change goal. Then do the following:
- Briefly summarize the main messaging and steps for execution of your proposed social-change-focused marketing campaign.
- Summarize what steps the organization can take to increase the chances of smooth execution of the proposed marketing campaign, including strategic considerations related to the following:
- Resources (time, money, personnel, acquisition of materials, technologies, etc.)
- Implications for the different stakeholders (i.e., consider multiple perspectives)
- Possible risks requiring mitigation (i.e., might there be any potentially negative impact of the organization engaging in this marketing strategy for good?)
- Finally, to conclude your campaign design document, synthesize how this marketing campaign will promote diversity and inclusion while influencing positive social change, and provide specific details to support your thoughts.
- As part of your synthesis, provide a compelling and persuasive summary of why this campaign is important for the company’s brand/reputation and how the company will benefit from it.
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