For your final project, you will take the role of a marketing director for a company looking to market a new product. Your companys senior management strongly believes that traditional media channels, such as television, radio, and newspapers, are the best way to advertise to consumers. In spite of this, they recognize the importance of other media and have seen success in previous social media marketing campaigns. After thorough research, you have discovered that mobile marketing is a growing trend and a great way to advertise to consumers anytime a smartphone or a tablet is used. You have decided to develop a 2 mobile marketing plan around the NOTE fram ework (needs, objectives, tactics, execution) and present it, in the form of an executive summary, to senior management for budget approval. To create your plan, you will assume the following: ? Your companys short-term goal (need) is building brand awareness of its new product and promotions for sales generation. ? The marketing budget is limited, and the mobile marketing campaign will replace a traditional media advertising channel. ? Competitors are currently using mobile marketing to advertise a product similar to your companys product and have had success. ? The mobile marketing campaign will run across both iOS and Android platforms. ? Your company has a notably large emailmarketing list already in place. ? The campaign will be a success, and next steps must be addressed. ? The campaign should be run ethically and legally according to current regulations. Specifically, you must address the critical elementslisted below. Most of the critical elements align with a particular course outcome (shown in brackets). I. Needs and Objectives: In this section, you will conduct preliminary research of a company of your preference to determine its needs and mobile presence. Keep in mind that some assumptions will have to be made based on the information that is available (website, apps, responsiveness, social media, and so on). a) Provide a brief overview of the company you selected and one of its products or services. What marketing strategies does your company use? What is your companys current mobile marketing presence? b) Describe how at least one competitor in the industry is using mobile marketing. How does mobile marketing represent an advantage of this competitor over your company? c) Identify the customer segment you will target for your mobile marketing campaign. What are the main characteristics of the targeted segment? Why have you selected this segment? d) Based on the companys short-term goal and the information you have gathered in your preliminary research, provide compelling reasons to justify why this company would benefit from adding mobile tactics to its overall integrated marketing mix. Make sure you justify your answer with research and specific examples from the previous sections. II. Tactics: In this section, you will discuss the best mobile tactics to achieve your companys needs and short-term goal. a) What will your mobile marketing campaign encompass? Recommend three to five mobile marketing tactics that you consider to be the most appropriate for your company. Present your tactics in bulleted format. b) Explain how the recommended tactics will help the company differentiate from competitors. Make sure you justify your answer with research and information from the previous section. c) Explain how your recommended tactics will help maximize the companys mobile presence. Make sure you justify your answer with research and information from the previous section. III. Execution: In this section, you will discuss critical aspects regarding the execution of your mobile marketing campaign. a) Success Metrics: Create an action plan for measuring the effectiveness of the campaign. i. Explain the ways in which you plan to monitor and measure the effectiveness of your campaign. 3 ii. Identify the digital tools you will use to collect data about the performance of your mobile tactics. Cite specific evidence to support your choices. iii. Describe how you will use the data you collect to make decisions regarding optimization of the mobile marketing campaign. b) Industry Standards and Regulations: Discuss legal and ethical aspects that might have an impact on your campaign. i. Identify the ethical and professional standards that apply to your mobile marketing campaign. ii. Identify current regulations that must be considered when implementing your campaign plan. Are there any state or federal regulations that should be considered? [MKT-311-05] iii. Explain how you will address the ethical and legal considerations for promoting positive brand awareness and ensuring compliance with industry standards and regulations. c) Next Steps: Explain the long-term vision of the campaign, which includes the next steps to follow after it is successful. i. Justify the importance of moving forward with the mobile marketing campaign. What is the long-term vision of your campaign? Make sure you support your answer with research. ii. Describe the next steps to expand the current tactics once the mobile marketing campaign has been proven successful. What new mobile marketing tactics should be implemented? Should other segments be targeted? IV. Roadmap: In this section, you will create a one-page roadmap to present to the senior manager as an overview of the process. Your roadmap should consist of a snapshot or quick glimpse that summarizes the different stages of the process.
