Select one of the following research questions/situations and write 1000 words for your response. As long as you write intelligent and well thought out descriptors of your process and concepts you will receive 1 point for every 10 words you write. (Simply move the decimal place over to the left one space for your final grade for the essay.)
The textbook concept:
The plan includes goals for the SMM effort but has no quantified marketing objectives. Throughout the book we discussed in some detail the importance of SMART marketing objectives. Develop what you consider a reasonable number of SMART objectives based on the goals presented. The objectives should present a challenge to the SMM team but they should not be out of the reach of the human and financial resources devoted to the SMM effort.
The research concept:
Many of the Caffe’ Daily coffee shops are located near college campuses. Assume college students are an important target market, especially for mobile initiatives. Conduct primary research to determine what college students expect from a local coffee house experience. Describe the primary research you did. And how could a mobile app help to improve the experience and strengthen the relationship with the local coffee house and the chain of which it is a part?
The creative concept
Make recommendations for one mobile campaign that is national in scope and another that could be used by any local coffee shop. Make whatever assumptions you need to about the nature of the mobile app that will be required to execute the campaign. Remember that SMM campaigns can, and often do, run for shorter periods of time than the customary one year planning cycle. Other campaigns, however, run for long periods of time with performance reviews at specified intervals.
