For this Assignment, you will continue to take on the role of a marketing professional to develop a persuasive marketing strategy for good. Your
Marketing Strategy for Good- Part 2
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 10, 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 8. With the research and readings from Week 8 and Week 9 in mind, incorporate any feedback, as needed, into your report as you complete Part 2.
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 imagination 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 methods for how to overcome those challenges and gain customer buy-in.
Marketing for Competitiveness
Week 9 Learning Resources
Influencer Marketing
With the expansion of social media, the concept of the “influencer” has also continued to grow. Historically, marketers had to rely on their own ability to come up with effective campaigns and messaging to persuade consumers to purchase a brand’s products or services. With the rise of influencers, however, brands are now able to benefit from these individuals’ social media reach to get their messaging to a wider audience. Influencers share videos, review products, and give their feelings about and perspectives on different companies and brands. And their ability to persuade others to change their attitudes, perspectives, and buying behaviors can have a significant impact on the success of a brand. Some marketers might even consider the use of influencers as practically “free marketing.” Through these resources, you will examine the use of social media influencers in marketing.
· Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & coLinks to an external site. . California Management Review , 63 (1), 5–25. https://doi.org/10.1177/0008125620958166
· Schillewaert, N. (2020, July 7). Brand religions: The 3 beliefs of the influencer religionLinks to an external site. . InSites Consulting . https://insites-consulting.com/blog/brand-religions-the-3-beliefs-of-the-influencer-religion/
· TEDx. (2019, March 18). How influencers have transformed modern marketing | Rachel David | TEDx VancouverLinks to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=gbbEXnRG9d8
· Think Media. (2019, September 26). How to use influencer marketing to grow your business (strategies & examples)Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=popowMuKyjY
Social Media and Messaging
Crafting an appropriate message is critical to the success of any marketing campaign, but when those messages are being sent through social media and other online networking platforms, there are particular considerations marketers must make for when, how, and through what means their brand messages are received. Using these resources, you will examine the use of social media to deliver messaging for a company or brand.
· Brand Master Academy. (2020, February 21). Nail your brand messaging strategy with these 6 principles Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=wZapji2x7QE
· Harvard Business Publishing. (2015, September). Vision statement: Why some videos go viral . Harvard Business Review , 93 (9), 34–35.
· HubSpot. (2020, April 13). How to advertise on the top social media platforms Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=VNMIb-wOA_A
· James, L. (2020, September 11). How to develop a social media strategy step by step Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=PKUn7wU5sIc
· Moorman, C., & McCarthy, T. (2021, January 19). CMOs: Adapt your social media strategy for a post-pandemic world . Harvard Business Review Digital Articles , 2–5.
· TEDx Talks. (2018, October 30). How social media is changing the face of marketing | Teresa Heath-Wareing | TEDxTelford Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=ekPGf3QeBlE
Video Marketing and Promotion
Video marketing is the strategy designed by marketing teams to create, curate, and utilize videos as a means of marketing their products or services to their target audience. The idea is to keep audience members engaged with the brand in a way that’s simple and easy to digest. Video marketing is the use of video to raise awareness, create engagement, and drive sales. It’s only a part of digital marketing, albeit a massive one, and overlaps with content marketing. Video marketing is now so widespread that it’s a must-have skill for all marketers.
· Ahrefs. (2020, February 19). How to use marketing to grow your business Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=QCgDIhvFkCM
· 365 Careers. (2017, July 3). The marketing mix – marketing promotion Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=ZBKWqdAS7nA
Diversity and Inclusion in Marketing
Diversity and inclusion in marketing allow for the development and creation of campaigns that can help drive business, but it’s also the right thing to do. As marketers, we need to do the work to reflect our world more accurately and, in turn, create the more just and equitable world we all deserve. Diversity in marketing can bring new perspectives and ideas to the table, as well as promote an understanding of different communities and cultures. Understanding these components can lead to increased revenue and brand loyalty for businesses. Using these resources, you will examine aspects of diversity and inclusion in marketing.
· The Business Professor. (2021, February 9). Cultural factors impact marketing Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=_1_d5-AGq0Q
· Gynn, A. (2020, June 5). How to do diverse and inclusive content marketing that matters Links to an external site. . Content Marketing Institute. https://contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/
· Lumen Learning. (n.d.). Reading: Cultural factors shaping the global marketing environmentLinks to an external site. . In Principles of marketing . https://courses.lumenlearning.com/vccs-mkt100-17fa/chapter/reading-cultural-factors-shaping-the-global-marketing-environment/
· sociallink. (2020, September 19). Diversity and inclusion in marketing Links to an external site. . https://www.sociallink.com/blog/diversity-inclusion-marketing-agency
· Zalis, S. (2019, November). Inclusive ads are affecting consumer behavior, according to new research Links to an external site. . Think With Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/
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Marketing for Competitiveness
Week 8 Learning Resources
Digital Marketing Basics
Digital marketing refers to the type of marketing that utilizes online channels and their associated technologies and platforms to promote products and services for a business. Digital marketing is important because it helps to drive more qualified traffic to a business because of the interest generated. Through these resources, you will explore some of the basic ideas related to digital marketing.
· Alexander, L. (2021, March 16). The who, what, why, & how of digital marketingLinks to an external site. . HubSpot. https://blog.hubspot.com/marketing/what-is-digital-marketing
· Erhart, A. (2019, August 1). What is digital marketing? And how does it work? Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=NvgJ2mPWHX8
Persuasion and Marketing
If marketing is the process of promoting an organization’s products or services, then one of the key foundations of that process is the ability to persuade others to have an interest in those products or services. Using these resources, you will consider what persuasion is and the role it plays in marketing.
· Communication Coach Alex Lyon. (2020, August 25). What is persuasion ?Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=lAxMdswA_-s Note: The approximate length of this media piece is 4 minutes.
· CrashCourse. (2018, April 3). Influence & persuasion: Crash course media literacy #6 Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=VXhLmkrN0-I Note: The approximate length of this media piece is 10 minutes.
· Emerald Works Limited. (n.d.). Powers of persuasion Download Powers of persuasion . MindTools. https://www.mindtools.com/community/pages/article/PowersofPersuasion.php MindTools.com. Powers of Persuasion. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/PowersofPersuasion.php Reprinted by permission of Mind Tools Ltd. via the Copyright Clearance Center. Licensed in 2021. Time Estimate: 7 minutes
· Grant, A. (2021, March 1). Persuading the unpersuadable . Harvard Business Review , 99 (2), 131–135.
· Schillewaert, N. (2021, February 17). 6 principles of persuasive marketing: How to influence peopleLinks to an external site. . InSites Consulting . https://insites-consulting.com/blog/6-principles-of-persuasive-marketing-how-to-influence-people/
· SciShow Psych. (2017, September 18). How ads (and people) persuade you Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=HzevRHUEnVI
Tactical Marketing Tools and Techniques
Tactical marketing tools and techniques are used to execute a marketing strategy to meet the business’s objectives. When developing a product or service, the design focuses on specific people groups that are likely to need it and use it (i.e., the target market(s)); therefore, the tactical marketing tools and techniques are employed in ways that let those groups know about the product or service and how it will be delivered to them. Using these resources, you will consider the use of tactical marketing tools and techniques.
· Frasier, R. (2020, January 30). Persuasive techniques to use in marketing with Robert Cialdini Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=-jvcIanyPfU
· Pietrzak, L. (2019, October 26). It’s not manipulation, it’s strategic communication Links to an external site. [Video]. TEDxGeorgetown. https://www.ted.com/talks/lukas_pietrzak_it_s_not_manipulation_it_s_strategic_communication
· Tracy, B. (2015, January 29). Using the law of reciprocity and other persuasion techniques correctly Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=n1zNwA61Y7g
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Prepared by: Lakenya Campbell
Date: October 19th, 2-25
Walden University
MBAX 6060: Marketing for Competitiveness
Part 1: Laying the Foundation for Persuasive Marketing Tactics
In today's competitive and socially conscious market, companies must sell their products successfully and link their marketing tactics with socially conscious principles. By ethically influencing customer behavior and promoting societal change, persuasive marketing helps achieve this dual goal. According to Week 8 learning resources, persuasion works best when it uses credibility, logic, and emotion to inspire rather than manipulate (Lyon, 2020; Pietrzak, 2019). This project creates a persuasive diversity and inclusion marketing strategy for a real-world firm. This campaign shows how marketing can assist society and business by using persuasive communication and digital marketing. These sections explore Starbucks Corporation's mission, social goals, and strategic approach to establish an inclusive social media campaign that supports its goals.
Selected Organization: Starbucks Corporation
Starbucks is known worldwide for its specialty coffee, beverages, and customer service. Starbucks was founded in Seattle, Washington, in 1971 to “inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.” Through ethical sourcing and social effect, the organization seeks sustainability, inclusion, and community connection. Starbucks serves a diversified customer base that values quality, convenience, and social responsibility at over 38,000 locations.
Young professionals, socially conscious consumers, and ethical brand advocates are the company's main clients. Starbucks' mobile app, rewards program, and social media participation make it well-positioned to launch a persuasive social good marketing campaign.
Positive Social Change Goal: Promoting Diversity and Inclusion
Starbucks is known for its progressive social principles, but current social issues require constant fairness and inclusion investments. The proposed #BrewTogether social marketing campaign promotes community diversity, inclusiveness, and understanding. Starbucks will share true stories of inclusion and belonging from different employees and customers in the campaign.
The program supports the company's objective to “nurture the human spirit” and promote worldwide harmony and acceptance. Starbucks strengthens its ethical commitments and promotes workplace equity and cultural diversity by integrating brand storytelling to societal principles.
Business Opportunities and Campaign Goals
The #BrewTogether campaign aims to boost Starbucks' social responsibility and inclusivity and increase customer emotional engagement and loyalty. Studies suggest that customers expect firms to address social concerns seriously, and authenticity can build brand loyalty (Schillewaert, 2021).
Business-wise, the campaign boosts brand uniqueness, internet engagement, and PR. Persuasion involves empathy and proof, which Grant (2021) says generate credibility and trust. Celebrating actual inclusion stories on social media helps Starbucks humanize its brand and establish neighborhood ties while promoting its mission-driven marketing approach.
Persuasive Marketing Tactics
#BrewTogether will use emotional narrative and ethical influence to persuade. Starbucks will use reciprocity, social proof, and authenticity across digital platforms using Cialdini's persuasion principles (Frazier, 2020).
1. Digital Storytelling: Starbucks staff and customers will share their inclusion stories in short films and posts. Communication specialist Alex Lyon (2020) says good persuasion combines reasoning and emotion to connect. Stories highlight how Starbucks practices inclusivity daily and evoke empathy.
2. Influencer Partnerships: Collaborations with different TikTok, Instagram, and LinkedIn micro-influencers will reach more people. Schillewaert (2021) says that social proof and relevant voices demonstrate authentic support rather than corporate promotion, boosting credibility and persuasion.
3. Interactive Engagement: Starbucks will promote user-generated content with weekly challenges like "Inclusion Fridays," when people celebrate diversity in their areas. Starbucks rewards participants with loyalty points and features top stories on official platforms using reciprocity (Tracy, 2015).
4. Strategic Communication: Transparent, value-aligned communication makes persuasion ethical, according to Pietrzak (2019). Inclusivity will be promoted as a universal advantage rather than a buzzword.
SWOT Analysis
Strengths
Starbucks' global image, digital presence, and successful social initiatives underpin the ad. The company's digital customer interaction spreads messages and encourages participation.
Weaknesses
Racist acts may make people skeptical of inclusion programs. Starbucks must be honest and transparent in its storytelling to overcome this. Internal weaknesses include campaign fatigue and budgetary limits.
Opportunities
Digital marketing lets firms efficiently target specific demographics and personalize engagement, according to Erhart (2019). This can help Starbucks connect various communities, partner with advocacy groups, and lead corporate responsibility. Market potential exists for real, socially conscious brands due to rising consumer demand.
Threats:
Unmanaged backlash or performative activism could damage brand confidence. Competitor brands may copy strategies, limiting campaign originality. Social media misinformation and misinterpretation of campaign messages also jeopardize reputation.
Conclusion
Starbucks remains committed to inclusion and community connection through #BrewTogether. The campaign uses storytelling, reciprocity, and authenticity to encourage meaningful action and brand loyalty through ethical marketing. Emotional, transparent persuasion builds trust and influence. This project promotes Starbucks as a market leader and a social change catalyst, showing how competitive marketing can drive company success and social advancement.
References
Erhart, A. (2019, August 1). What is digital marketing? And how does it work? [Video]. YouTube. https://www.youtube.com/watch?v=NvgJ2mPWHX8
Frasier, R. (2020, January 30). Persuasive techniques to use in marketing with Robert Cialdini. [Video]. YouTube. https://www.youtube.com/watch?v=-jvcIanyPfU
Grant, A. (2021, March 1). Persuading the unpersuadable. Harvard Business Review, 99(2), 131–135.
Lyon, A. (2020, August 25). What is persuasion? [Video]. YouTube. https://www.youtube.com/watch?v=lAxMdswA_-s
Pietrzak, L. (2019, October 26). It’s not manipulation, it’s strategic communication. [Video]. TEDxGeorgetown. https://www.ted.com/talks/lukas_pietrzak_it_s_not_manipulation_it_s_strategic_communication
Schillewaert, N. (2021, February 17). 6 principles of persuasive marketing: How to influence people. InSites Consulting. https://insites-consulting.com/blog/6-principles-of-persuasive-marketing-how-to-influence-people/
Tracy, B. (2015, January 29). Using the law of reciprocity and other persuasion techniques correctly. [Video]. YouTube. https://www.youtube.com/watch?v=n1zNwA61Y7g
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