Module 6 Discussion Board

Module 6 Discussion Board, To prepare for our discussion this week read Chapter 7, review the supplemental slides, and visit the introduction regarding the differences between segmentation and targeting. You’ll also find some useful websites listed in the Webliography.

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Once you are familiar with the concepts of segmentation and targeting, begin our discussion by selecting a website that interests you. DO NOT select any of the “biggies” such as Amazon, Ebay, Yahoo, Facebook, and YouTube. Your site must be an e-commerce retailer such as Newegg or Harry and David’s. To make your post more interesting to your classmates, try to select a site that is less well known or a bit off-beat, however, make sure it is appropriate for a family audience.

Once you have selected your site, please address the following:

How do you think the site is segmenting its customers? You should identify at least two segments and define each of them using no less than two traits from psychographics and two from demographics. You may find it easier to do this using a combination of descriptive text and bullets.

Then, look for the targeting messages. What promotional or advertising messages are they using to target the segments you identified?

Finally, evaluate both the segmentation choice and the messages. Are they appropriate to the product line and nature of the site? Why or why not? What might you do differently if you were in charge of marketing for the site?

In your responses to your classmates discuss your observations of the site’s segmentation and the student’s evaluation. Be sure to support your opinions with both facts and reason.

Module 7 – Module 7 Discussion Board

My Favorite Charity

For our discussion this week you’ll apply your new IMC skills and develop a promotional plan for your favorite charity. Non-profit marketing is unique in many ways and often requires more creativity and unconventional thinking than a regular product or service. You may have several objectives, including generating donations, recruiting volunteers, and encouraging specific types of behavior such as healthy living or nature conservation.

Making this more difficult, you may be operating on a very limited budget and working largely with an unpaid volunteer staff that must be motivated to carry out your plan rather than doing so because the boss “says so.” Finally, the people with whom you are working are often more committed and passionate about the organization for which they volunteer than they are for their real jobs, even though they don’t get paid by the charity.

Our scenario for this discussion:

NOTE: Your charity MUST be real and local. You may NOT use a national charity unless you have a local branch which operates its own marketing plan. For example, you may not use the American Society for the Prevention of Cruelty to Animals (ASPCA) but you may use your local SPCA organization. In my area, the local branch works largely independently of the national organization and has their own in-house marketing staff and plan.

You are the volunteer marketing manager for your charity. The board of directors has asked you to write an Executive Summary of the marketing plan for the next year. The audience is the board itself and a volunteer oversight committee made up of a handful of community leaders. You should expect that they are not marketing experts, but they are knowledgeable regarding business management.

For your opening post, start by describing the organization. A few sentences will be adequate and be sure to include their website address.

Then, include the following in your Executive Summary. All of these can be in brief narrative or bullet format, concise and high level. Remember, the individuals reading this are not the ones executing the plan, they simply need to understand what will be done and how the organization’s money will be spent. Be concise, yet specific. For example, an objective should not be “recruit volunteers” but rather “recruit 10 volunteers with child care experience.”

1. The objectives for the coming year (2-3)

2. The target audience(s) for the plan (remember the ways in which we describe target markets). Be detailed and specific! “Teenagers” is NOT a segment. However, “teenagers living in urban Tampa with a history of behavioral and academic problems” IS a segment. In most cases you should use at least two of the four types of variables (if you do not remember these now is a good time to look them up as they may be on the Final Exam).

3. The action items that you will use to accomplish the objectives. You do NOT need to describe these in detail but you do need to be specific about the media and message.For Example: a direct mail campaign to 20,000 homes to raise funds for our holiday drive with the theme “Bring Hope To Kids For The Holidays.”

Your entire post should consist of about 300-350 words and be professional in content and appearance – the Board for your charity will be reading, and acting on, your plan.