For the purposes of this exercise, here are some guidelines:

• You will choose the company (or type of company) and create a narrative for the specific opportunity the business is considering (in other words why the company wants to do this and what benefit or position this campaign could give the company, as well as how it could promote positive change).
• Your selected organization could be a company where you have worked or with which you are familiar, or you could locate an example of a company and use it as the basis for your narrative.
  • Note:If you select a company with which you do not have personal experience, some of the questions related to the campaign specifics may be more challenging to answer; however, you should feel free to use your creativity to respond to the questions.
• Provide information that will help you craft your narrative for the campaign. The purpose of this activity is to demonstrate your ability to think through and develop marketing solutions to business problems, not to have all the "right" answers.
• Once you have selected your organization, you will need to identify a positive-social-change-related outcome/goal for the organization.

CASE STUDY: TRUCKING COMPANY

• Examine the selected organization, its mission (and goals, if available), what products or services (or both) it offers, and its customer base, including any sub-groups that might currently apply.
• Use your creative license to identify a positive-social-change-related outcome/goal for the organization that will be used as the basis for the social media marketing campaign. (In other words, in what way is the company trying to bring about positive social change, be a force for good, etc.?)
• Synthesize the business opportunities and goals for the marketing campaign. (In other words, what is the expected/desired outcome?)
• Describe the persuasive marketing tactics that will be used to execute your campaign strategy.
• Analyze the internal strengths and weaknesses and external opportunities and threats that this opportunity presents for the company (SWOT).