For this Assignment, you will continue to 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 continue designing 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. Last week, you chose a company or made up a mock organization, which you will continue to use for this week’s Assignment.

With those thoughts in mind, continue constructing your marketing campaign design document with the following sections, being sure to incorporate appropriate examples, where applicable, as well as citations for relevant academic sources from the classroom, the Walden Library, and/or other appropriate scholarly sources to support your work.
 

Note: Last week, you submitted Part 1 of your design document. This week, you will use the same file to develop and submit Part 2. In Week 8, you will finish compiling your document with the addition of Part 3.

To prepare for this Assignment:

• Return to the Module 3 Assignment Template you utilized in Week 6. With the research and readings from Week 6 and Week 7 in mind, incorporate any feedback, as needed, into your report as you complete Part 2.

By Day 7

Submit Part 2 of your design document, to include the following:

Part 2: Marketing With the Customer in Mind (2–3 pages)

• 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.

Refer to the Week 7 Assignment Rubric for specific grading elements and criteria. Your Instructor will use this grading rubric to assess your work.

Submission and Grading Information

To submit your completed Assignment for review and grading, do the following:

• Please save your Assignment using the naming convention “WK7Assgn+last name+first initial.(extension)” as the name.