Costas Mobile And Email Marketing Report

/in /by

 

Competency

Examine mobile and email marketing methodology.

Scenario Information

Your small marketing consulting firm was recently hired by Costa’s Customs. Costa’s Customs is a clothing retail company considering a complete rebranding, as their current reputation is dated and no longer appealing to desired market segments. In the past, Costa’s Customs experimented with digital marketing initiatives but the campaign had been poorly thought out and poorly implemented. The previous campaign had very little engagement and was a failure that turned management off from online marketing channels completely. Costa’s Customs’ current marketing strategy ignores all forms of digital marketing. They’ve come to your company for advice and recommendations for improving their marketing efforts. Your administrator has put together some preliminary research on Costa’s Customs’ background for you to look over. Click on the link below and read through it in order to familiarize yourself with the business.

Your administrator lets you know that Costa’s goals are to grow online clothing sales by 50% within 6 months and traffic to their website’s blog by 100% in 18 months.

Instructions

You have recently discussed digital marketing with some colleagues working at different companies, and you realize that email and mobile marketing strategies are missing from the Costa’s digital marketing efforts. Since many of your customers could be reached there, you approach your administrator with this information, and she has asked you for a report detailing:

  • Summarize email and mobile marketing and include an analysis of the strengths and weaknesses of each method.
  • Hypothesize on how each could be used by the case document company and what the strategy might look like.
  • Include a visual mockup for a Costa’s marketing email using a free account on Mailchimp.com or other email service provider, including subject line, pre-header, image, body copy, and call-to-action.
  • Select an existing mobile ad template (320 X 100) you feel is effective on BannerSnack.com (free account) or other graphic design software, and make edits tailored to Costa’s with justification for your creative choice. Supply the .jpeg or .png of the edited mobile ad you created.
  • Conclude your report.
    • Why it is important to pursue email marketing campaigns?
    • Why is mobile marketing important to act upon instead of simply focusing on marketing solely to a desktop computer world?

Balanced Scorecard

/in /by

 

Respond to the following in a minimum of 175 words: 

A balanced scorecard is an integrated set of performance measures that are derived from, and support, a company’s strategy. Discuss some common characteristics of balanced scorecards. How do most organizations identify which performance measures their balanced scorecard will include? Who is the audience for a balanced scorecard?

Redlining And Its Legacy

/in /by

Go to:

Watch the 8 minute film at the top (Redlining’s Still Doing Black America Dirty) and then read the article beneath it: “Redlining: The Origin Story of Institutional Racism” by Michael Harriot.

Then answer the following questions in a 350-word post in essay format:

  1. What is redlining and why/how did it come about?
  2. Who was impacted by redlining?
  3. What is the impact of redlining’s legacy on people of color today? (in terms of education, war on drugs and policing of particular neighborhoods, etc)
  4. Why do you think this article called “The Origin Story of Institutional Racism”?
  5. What are you thoughts and feelings on redlining? (Were you aware this practice and how  much influence it still has on racial inequality today?)

Mobile Technologies

/in /by

 

Competency

Analyze how Big Data and data collection from external sources can present opportunities for business intelligence.

Instructions

You work for a tourism board at a top destination within the United States that among other tasks, sends information out to potential visitors, provides advertising for the destination, sells tickets to local events and parks, and helps drive economic growth by attracting visitors. The marketing team for your organization has decided to try and leverage mobile devices and tablets to improve information searches and retrieval for the visitors easier, as well as try and collect more information on patterns of consumer behavior. The marketing team has asked for your assistance as you are well versed in these areas.

One of the artifacts your organization produces is a printed visitor’s guide that contains a directory of local businesses, parks, events, attractions, restaurants, and much more. There is a fold-out map to help with local navigation, various coupons for local vendors, and some subscription forms for different local publications that are available for mailing, some at no charge, and others for a small fee.

It is decided that a mobile application available for smartphones and tablets may be a great alternative or possibly even a replacement for the older, traditional approach of producing these costly physical pamphlet books and materials. However, the head of the Publications Department is not convinced of the value of leveraging mobile technologies for information sharing and data gathering.

The questions they are presenting you with include:

  • Why are mobile technologies useful to organizations in gathering data and information?
  • How might this application look? What would be included?
  • Are there any other ways that the organization can leverage mobile technologies to attract visitors, Increase ticket sales and improve the economy of the region?

The task:

Record a presentation using the screen sharing Webware/software of your choice (an Internet search will reveal many free options). Your presentation can be recorded with your own voiceover and visuals, just as you would if you were giving the presentation live.

Your memo to the head of publications and the management team should explain how and why a mobile version of the printed visitor guide can provide an opportunity for data collection rather than just presenting the reader with information. Your report should express how the existing pieces of the visitor guide could be converted, as well as any other possible opportunities for integration and collection of data such as social media.