MARKETING STRATEGY FOR GOOD—PART 2For 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.RESOURCESBe sure to review the Learning Resources before completing this activity.Click the weekly resources link to access the resources. WEEKLY RESOURCESTo 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 7Submit 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.
Module 2 Assignment:
Marketing Strategy for Good
Prepared by: Annet Castillo
Date: 04/14/2024
Walden University
WMBA 6060: Marketing for Competitiveness
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Part 1: Laying the Foundation for Persuasive Marketing Tactics
A Marketing Strategy for Acme Group
Marketing has lasting effects on how people think and act, which makes it a powerful
tool for creating a positive social impact. This is especially true in environmental sustainability,
where protecting the future of the world depends on making people and different organizations
more aware and motivating them to take action. The goal of this marketing campaign is to help
Acme Group reach more businesses and encourage them to use sustainable business practices.
The marketing will achieve this by highlighting Acme’s wide range of services. Quite
importantly, the plan will ensure diversity and inclusion are considered across all operations.
Through inclusive influencer marketing, user-generated content highlighting sustainable
transformations, partnerships for co-created educational materials, and targeted paid ads, the
campaign strives to inspire companies across industries to embrace environmentally-conscious
operations.
Overview of Acme Group
As a leader in the corporate sustainability movement, Acme offers consultancy services
to diverse institutions. Acme has the mission to make it easier for businesses from all industries
to reduce their carbon emissions. This group assists companies in becoming more
environmentally friendly by providing various services. They do in-depth audits to find where to
improve, training programs to teach workers, and strategic planning for enforcing the practices
that save energy, reduce waste, start recycling programs, and use sustainable materials (ACME,
2024). Acme’s primary customers are medium-sized to big businesses in the technology, retail,
and manufacturing industries that want to be better environmental stewards. The company works
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closely with operations management and sustainability teams to make sure that their solutions fit
perfectly into the core of each client’s business plan.
Positive Social Change Outcome/Goal
This marketing effort is driven by the positive social change that will happen when more
organizations become aware of and quickly adopt sustainable business practices. The marketing
goal is to spur collective efforts towards lessening the damage that people do to the world by
getting more businesses to run in an environmentally friendly way. This aligns with the primary
objective of Acme Sustainability Solutions, which is to encourage practices of environmental
friendliness and sustainability that leave smaller carbon footprints (ACME, 2024). The
discussions on corporate social responsibility and eco-friendly projects are gaining momentum;
however, many sectors have not implemented sustainability measures yet. Acme has such an
opportunity to change the world for the better by providing business organizations with the
necessary information, tools, and motivation to realize sustainable solutions.
Business Opportunities and Goals
This inclusive marketing campaign gives Acme many chances, including getting more
customers from new groups, establishing itself as an expert on environmentally friendly
practices, and generating a steady flow of qualified leads. Acme can improve its standing and
strengthen its marketplace as a leader in sustainability by using authentic messages that connect
with a wide range of people. The main goals are to make more people aware of how critical eco-
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friendly operations are, to encourage companies to make sustainable changes and to eventually
make more money by getting a lot of new customers through persuasive campaign strategies.
Persuasive Marketing Tactics
Acme will use a strategic mix of persuasion techniques to carry out this inclusive
sustainability marketing strategy. In order to increase representation and resonance, influencer
marketing will be used in conjunction with a variety of sustainability supporters from
underrepresented groups (Berne-Manero & Marzo-Navarro, 2020). User-generated content will
be carefully chosen to show powerful “before and after” examples of businesses that have
changed their ways of doing things by using Acme’s solutions to make them more sustainable
(Müller & Christandl, 2019). Working with reputable community and nonprofit groups to make
teaching graphics, videos, webinars, and other content will increase credibility and make them
more available for more people to access. Lastly, paid social media ads that use interest- and
demographic-based targeting will let different groups of people with different views and
motivations get specific messages and calls to action (Breves & Liebers, 2022). This
multifaceted method aims to get people to understand, take action, and buy by using messages
that really hit home.
SWOT Analysis
Internal Strengths and Weaknesses
In-house strengths include a deep knowledge of sustainability solutions, a history of
helping businesses lower their environmental impact, and a passionate, eco-friendly team and
leadership (ACME, 2024). Some internal weaknesses include having a small team that does not
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have a lot of time to spend on marketing, still building brand recognition in some areas or
industries, and being seen as a more expensive choice by some potential clients.
External Opportunities and Threats
External possibilities include the growing need for sustainability from consumers,
investors, and governments, the chance to reach underserved audiences as the first to do so, and
the chance to stand out by highlighting different points of view and representation. Outside
threats include more prominent management consulting firms getting into the sustainability field,
greenwashing and lack of trust if messages are not real and include everyone, and economic
factors that might make it hard for possible clients to spend money on sustainability.
Conclusion
To sum up, Acme’s effort to be inclusive on social media is a great way to initiate
positive environmental change while also meeting essential business goals. Acme can get more
qualified leads, raise awareness, and establish itself as a thought leader by pushing sustainable
practices in creative ways that appeal to a wide range of audiences. This campaign lets Acme
have an enormous effect by building on their strengths, minimizing their weaknesses, and taking
advantage of opportunities. Authentic and welcoming messages will encourage businesses to
adopt green solutions that protect the earth as a whole. Acme is ready to make a real difference
that makes the world and people better.
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References
ACME. (2024). Global Energy Transition – Trillion Dollar Opportunity. ACME Group.
https://www.acme.in
Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring how influencer and relationship
marketing serve corporate sustainability. Sustainability, 12(11), 4392.
Breves, P., & Liebers, N. (2022). # Greenfluencing. The impact of parasocial relationships with
social media influencers on advertising effectiveness and followers’ pro-environmental
intentions. Environmental Communication, 16(6), 773-787.
Müller, J., & Christandl, F. (2019). Content is king–But who is the king of kings? The effect of
content marketing, sponsored content & user-generated content on brand
responses. Computers in Human Behavior, 96, 46-55.
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Module 2 Assignment:
Marketing Strategy for Good
Prepared by: Replace this text with your name.
Date: Replace this text with the submission date.
Walden University
WMBA 6060: Marketing for Competitiveness
Page 1 of 5
Part 1: Laying the Foundation for Persuasive Marketing
Tactics
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Part 2: Marketing With the Customer in Mind
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Part 3: Marketing Strategy Execution for Change
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References
[Please delete this note before submitting your Assignment. For more information about
formatting your reference list, please visit the following site:
https://academicguides.waldenu.edu/writingcenter/apa/references.]
Include appropriately formatted references to support your Assignment. Refer to the
Assignment guidelines for further information on the requirements.
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