Guidelines

Please see the following step-by-step guidelines for completing this activity.

1. You will be randomly assigned to a group of 3-5 students. Each group will work in a breakout room during a synchronous class session. The instructor will be visiting each breakout room for assistance during the activity.

2. Your group will visit the Insomnia Cookies website (InsomniaCookies.com) to get a better understanding of what the company offers.

3. Your group will work on a shared Google Doc provided by the instructor. You will be asked to discuss and note on your Google Doc the following:

a. Identify its 4Ps and marketing strategy (e.g., segmentation, targeting, positioning).

b. Analyze Insominia Cookies current social media marketing campaign(s) and activities. The following questions might help guide you through this process:

Which social medium or media (e.g., Facebook, Twitter, Instagram, TikTok) does the company use to reach its target market?

How does the company engage its customers on these social media platforms?

What message(s) does the company share? What does the company promote?

Are there similarities/differences between the content/messages posted on different social media?

c. Identify the goals of Insomnia Cookies current social media campaign(s): What are the companys social media marketing goals based on your analysis? Does the company have a specific target market (or markets) in mind? Are the goals of the social media marketing campaign in line with the companys mission?

d. Develop a new social media marketing campaign for Insomnia Cookies: Based on what you have learned about the company, make recommendations for a new social media marketing campaign. Would you promote the companys current product lines? Would you come up and promote a new product? Would you change the tone of the messages? Would you use celebrities to help with promoting the companys products and services? Would you use social media for storytelling? Would you engage the target market in cause related marketing activities? This part asks you to be creative come up with catch phrases, messages, visuals, sounds, and/or other ideas that would work for Insomnia Cookies on social media. Be sure to justify your proposed social media marketing recommendations.