You need to make business plan for music company.

company name is mg3.

you can make plan according to you

im attaching example of plan of another company, you can get idea from that example.

do like same as it is in example , all the points which are in example do for music company as well.

SOCIAL MEDIA MONITORING TOOLS form-specific metrics will be used to monitor all active platforms. Google Analytics lihe used wherever possible. Google Analytics will be especially important in identitymb I media platforms as the source of traffic to the XYZ website and in tracking their Cities on the site. At present there are no funds in the budget for paid monitoring tools. Tuning SMM team will constantly monitor and adjust the elements of the plan to maximize chances of success. The company's progress in implementing its social media lengies will be continually assessed, and then, based on this assessment, strategies and atis will be adjusted to optimize goal achievement. Reevaluating the goals, strategies, and execution of the plan is necessary because The ever-changing nature of consumer tastes, countermoves by competitors, and Acontinual introduction of new social media technologies. In short, planning and wing SMM activities is a never-ending process. Hence the marketing team will soundly monitor and fine-tune the plan to maximize results. Budget The A6 presents the estimated expenses for implementing this plan and for achieving batted goals within the next year. folowing are the estimated expenses to implement this plan and achieve arated goals within the next year: A Mobile Manager $80,000 A Multimedia Content Specialist $50,000 Content Creation and Copyediting $50,000 Two Social Media Specialists $100,000 Mobile App Development and Maintenance $100,000 Content Management and Platform $150,000 Monitoring Services Total expenses for the year $430,000 Budget for the XYZ Coffee Company Return on Investment ial marketing strategy is designed to increase website traffic and hence sales, so possible to calculate their respe respective financial ROIs. However, the majority of XYZ Coffee Company are not directly connected to sales, ally, standard ROI analysis will not be feasible. Fortunately, there are viable lot estimating the return on investment for these social media goals. APPENDIX 317\fMetric Sentiment Facebook Positive 58% Reach Company Page Neutral 31% 1,200,000 fans Posts Negative 11% 2 daily Feedback Average Response Positive 60% Time to Feedback Twitter and 10 comments 2 hours Account Neutral 28% 350,000 followers 3 or more 20 likes dally Negative 12% daily 50 @tweets YouTube Positive 45% 200 retweets 1 hour or less for Neutral 27% 5,000 subscribers daily 2 per month customer service Channel issues Negative 28% 5 comments per video 2 days Instagram Positive 45% 3,000 monthly Neutral 50% views 1 or 2 daily monthly 2 comments Negative 5% per photo 1 week Mobile Strategy to be developed and tested during current operating year Strategy to be ready for deployment chain-wide by beginning of next operating year Table A.1 Platform-specific Measurements of a Company's Social Media Presence Notice that the table indicates a strong and active social media presence on Facebook and Twitter, with respectable figures for You Tube. The company's Instagram metrics are low, but this is not surprising because the platform is relatively new to XYZ. The company is developing a strategy for mobile marketing but does not have any baseline metrics since this has not been implemented. Competitive Analysis By carefully listening to the social web and thoroughly assessing the company's social media resources, the following Social Media SWOT Analysis identifies the company's strengths and weaknesses on popular social media platforms, as well as the potential opportunities and threats posed by competitors and technological advancements on the social web, as shown in Table A.2. YXho Strengths Weaknesses XYZ has a strong brand presence on the majority . XYZ has less than desirable brand presence of the major social media platforms. on YouTube, Linkedin, and Instagram. It has no . The company has a proven track on social media presence on Swarm, an important platform for platforms, such as Facebook and Twitter. location marketing. . Most of the company's actions result in the The company's track record on YouTube, desired outcomes on social media platforms. Linkedin, and Instagram is spotty. . XYZ has an experienced staff adept at effectively The company's actions on YouTube, Linkedin, using Facebook and Twitter to market the and Instagram have fallen short of expected company. outcomes. . The staff is enthusiastic about working with XYZ currently lacks the expertise to effectively Facebook and Twitter. market on YouTube, Linkedin, and Instagram. . XYZ's quantitative SMM efforts are monitored The staff is apprehensive about working with to assess progress in achieving marketing platforms such as YouTube, Linkedin, and goals. Instagram. Table A.2 Social Media SWOT Analysis for the XYZ Coffee Company APPENDIX 30Strategies XYZ Coffee Company will pursue a highly aggressive set of strategies for its SMM campaign. Such a comprehensive approach is obviously not without risks because it represents a sizable investment in per it in personnel, and is time consuming and expensive. In addition, since no one controls the social web and since blunders do harm to a brand, in- the social web. depth engagement standards will be established for company employees interacting on XYZ Coffee Company's comprehensive social media strategies include: . Listening to the social web to determine where the company brand is being mentioned, who is talking about it, and what attracts consumers to the brand, as well as what is being said about competitors' brands. Interacting with consumers on Facebook and Twitter, where high concentrations of the target audience reside. Always acting as a contributor, not an overt promoter, to strengthen the brand by improving brand awareness, recognition, and perception. In addition, connecting with suppliers on LinkedIn to improve provider relationships. . Engaging customers to drive word-of-mouth recommendations with YouTube viral brand videos and Instagram pictures showing the warm, friendly atmosphere of the coffee shops, where people hang out looking trendy. Influencing the target market with You Tube videos that feature interviews with the thought leaders in the coffee industry (mass influencers), enlisting them to help shape opinions about the company's products and services to promote brand advocacy on the social web. . Connecting with customers by starting a mobile marketing program that rewards consumers for regular mobile check-ins at stores. Target Market XYZ Coffee Company has a wide range of market segments, ranging from luxury coffee drinkers to professionals. However, the members of the current generation of young adults are not typically coffee drinkers, and hence they represent a lucrative, massive, untapped market segment, especially the slightly upscale higher- income youths. Forrester's Social Technographics Profile Tool indicates that 93% of U.S. males in the age range 18 to 24 are spectators on the social web (see Chapter 15). Eighty-four percent of this market segment exhibits the persona of joiners, with 53% acting as social media critics and only 44% creating content. U.S. females in the same age range are slightly less inclined to engage in the social web as spectators (85%), and more likely to be joiners (86%) and creators (48%), but less inclined to be critics (47%). Forrester Research surveys have determined that Generation Y online users constitute the largest group of creators, consisting of 37% of consumers ranging between ages 18 and 29. In other words, young urban social media users are the most active of the personas in producing videos, blog posts, articles, discussion forum text, and so on. In addition, these studies have found young women to be more active on the social web as conversationalists than young men.Social Media Key KPI (One-year) Goals Performance Performance Brand Indicators Targets Strengthening Sentiment Ratio KPI Formula (SR) Positive: Neutral: Negative Brand Mentions 10% increase SR Share of Voice Expenses 15% increase Word of (SV) Brand Mentions SV Mouth Audience Total Mentions Engagement (AE) Comments + Shares + Trackbacks 20% increase AE Conversation Total Views Reach (CR) Total People Participating 10% increase CR Issue Resolution Total Audience Exposure Rate (IRR) Total # Issues Resolved Satisfactorily IRR = 10% increase Customer Total # Service Issues Satisfaction Resolution Time (RT) Total Inquiry Response Time RT 20% increase Total # Service Inquiries Satisfaction Score (SC) Customer Feedback SC = 25% increase Total Customer Feedback Generating New Topic Trend (TT) # of Specific Topic Mentions TT = 20% increase Product Ideas All Topic Mentions Idea Impact (II) # of Positive Conversations, Shares, Mentions 15% increase Total Idea Conversations, Shares, Mentions Active Advocates Total # of Active Advocates within 30 days (AA) AA = 20% increase Total Advocates Promoting Advocate Unique Advocate's Influence Advocacy Influence (AIN) AIN = 15% increase Advocate Influence Advocacy Impact Number of Advocacy Driven Conversations AIM 20% increase (AIM) Total Volume of Advocacy Traffic able A.5 Qualitative KPIs for the XYZ Coffee Company The social media team will develop an internal process that matches metrics to business goals and objectives and specifies the metrics to be monitored for each. It will specify how and when metrics are to be recorded. It will establish a reporting format, reporting time frames and the executives to whom reports are to be sent. EVALUATING Once the social media data have been gathered and measured, they will be carefully evaluated. Only through establishing the relationship between social media metrics and business goals can the marketing team properly analyze the impact and value of SMM activities and then present the results to management. The end game is to produce a thorough description of the progress of the company's SMM activities over time in order to reveal when strategies have succeeded or when they require adjustment. This evaluation process will uncover opportunities and threats, potential areas for improvement, and possible new courses of action. Such analysis will enable the marketing team to see where it must next focus its efforts and resources.Brief Overview Over the last two decades, coffeehouses have become part of the American landscape. Millions of people purchase an espresso-based coffee drink daily. The willingness to spend $3 to $5 for a cappuccino, mocha latte, or chocolate-ice-blended drink occurred within just the last decade, largely due to Starbucks. The specialty-coffeehouse industry continues to grow at a strong pace. Affluent youth, not normally heavy consumers of coffee, represent a niche market that has yet to be tapped. As explained below in detail, social media can be used to observe, interact, engage, and influence this market segment. These actions will help attract and retain this youth market as XYZ Coffee Company patrons, in combination with XYZ Coffee Company's high-volume, upscale, inviting atmosphere and high-quality products. Moreover, most of the XYZ Coffee Company's locations are market. near university or college campuses, locations that provide easy access for this target Social Media Presence XYZ Coffee Company began utilizing social media in 2009. Today, the social media health of the brand is good. Analysis of sentiment (opinion) across the social web shows that 55% of customer mentions of the company are positive. However, this sentiment analysis also reveals that 30% of company mentions are neutral, with a troubling 15% negative. This last figure is less disturbing when compared with the negative sentiment analysis scores for the company's two closest competitors, also hypothetical, ABC Coffee and Dolt Coffee Shops. Forty three percent of social mentions about ABC are negative, with a staggering 57% of social mentions of Dolt being negative. In this context, XYZ's lower negatives indicate the company is doing a better job than the competition. In addition to this holistic assessment of the social media presence of the company, it is useful to examine how the company is performing on individual social media platforms. The following are five key metrics for auditing a company's social media presence on individual social media platforms: . Sentiment Analysis: Shows the number of positive, neutral, or negative mentions on each social media platform where the company has a sizable presence . Reach: Indicates the number of Twitter followers, Facebook fans, LinkedIn group members, Instagram view count, and so on . Company Posts: Measure how often the company posts on each social media platform . Feedback: Shows the number of comments, likes, or replies to company- generated content . Average Response Time: Measures response time to user comments on the company's social media properties Table A. I shows key metrics for the platforms currently being utilized. 306TRACKING The company will implement a sustainable and actionable tracking plan that identifies the right keywords to find and follow the relevant data on the social web. The tracking sun will choose optimal topics of focus, select platforms with the greatest concentration of the target audience, identify optimal keywords and phrases by studying how people actually describe brands or other topics, use Boolean operators to zero in the desired data, and adjust searches when they do not produce the desired results. It will also identify hashtags that are relevant and follow them. It will develop brand hashtags for appropriate campaigns to help track campaign results. MEASURING QUANTITATIVE METRICS With the above considerations in mind, Table A.4 lists the quantitative metrics that have been chosen to measure progress in achieving the company's marketing goals on the social media platforms chosen for implementation in this plan. QUALITATIVE KPis Table A.5 shows the qualitative KPIs designed to measure the social media goals for the XYZ Coffee Company (naturally, benchmarks will be established for each of these metrics so that progress can be assessed). Social Media Platform Quantitative Metrics for the Next Year Facebook . 40% growth in the number of likes 20% growth in the number of fans 20% increase in the number of comments and likes on admin post 5% growth in the number of wall response time 40% increase in the number of Facebook Places check-ins 30% increase in visits to company website from Facebook ads Twitter 30% growth in the number of followers 30% growth in the number of retweets (message amplification) 30% growth in the number of mentions 10% increase in click-through rate (CTR) of the links posted in tweets (Note: Observing which types of links garner the highest CTRs can help in tuning tweets to provide consumers with links they are interested in and hence further improve the CTRs.) 20% increase in visits to website from tweet links 5% increase in website conversions (i.e., sales) from tweet links YouTube 30% growth in the number of videos viewed 20% growth in the number of unique visitors 10% increase in the number of subscribers to company channel 10% increase in positive comments 15% growth in visits to company website from You Tube 10% increase in average rankings of videos by viewers Instagram . 20% growth in the number of views of video/photo . 30% growth in the number of replies 20% growth in the number of page views . 30% growth in the number of comments . 30% growth in the number of subscribers 15% growth in visits to company website from Instagram Table A.4 Quantitative Metrics for the XYZ Coffee Company clintonmore. soling APPENDIX 315Most of XYZ's management is supportive of XYZ's social media efforts, especially on The company presently lacks a compre- Facebook and Twitter because they have proven hensive monitoring tool to track and measure bottom line. their usefulness in improving the company's qualitative progress across the social web and Resources are adequate for participating on on specific platforms. There has been an understandable reluc- and Twitter. some social media platforms, such as Facebook tance by management to fully commit to an XYZ's Facebook and Twitter are lively social aggressive SMM campaign because of the media properties. inherent risks and costs in undertaking such The company's high-quality beans, distinctive an endeavor. Resources are insufficient for building and coffee blends, and coffee shop atmosphere maintaining a substantial presence on satisfy the needs of the current social media target market. YouTube, Linkedin, Instagram, and Swarm. . XYZ currently lacks a robust mobile marketing strategy, which provides for corporate promotions and local events and promotions. Opportunities . The present social media presence does not satisfy the needs of the affluent youth market. . Facebook, Twitter, and YouTube have the largest Threats concentration of the company's current target audience. . Starbucks is the closest direct competitor on the major social media platforms . The target audiences on these sites tend to be McDonald's low prices and widespread spectators and joiners. locations are making it an emerging Significant portions of the affluent youth target competitor, especially on key social media audience are content creators and critics with platforms like Facebook and Twitter. needs that are not currently being met. Starbucks pursues aggressive social media The affluent youth market is a strong emerging strategies across the social web, including its target market on all the major social media own brand community and location-marketing platforms, with need to observe, join, converse, initiatives. create content, and criticize content. Starbucks has been extremely successful in The emergence of social location services, building brand presence on the company's key current social media platforms, such as ubiquitous smartphone usage, and mobile apps Facebook, Twitter, and YouTube and is a leader for checking in from locations to earn awards in mobile marketing. make these technologies a significant opportunity . Starbucks has more locations and a wider for XYZ. selection of coffee drinks and foods than XYZ. Starbucks, Mcdonald's, and XYZ could Starbucks and Mcdonald's already have cooperate in sponsoring social media events that robust mobile marketing strategies that include support major charities. They could also work loyalty programs. together to develop an open source wiki with . XYZ has yet to use social location services information about coffee. like Swarm from Foursquare to participate in XYZ can collaborate with customers to build location marketing. brand presence on social media platforms by International competitors have yet to make engaging in activities such as inviting contribu- inroads in competing with XYZ, but their tions from customers (e.g., YouTube videos, market penetration should be tracked carefully in case this situation changes. Instagram photos and videos). Suppliers are present in large numbers on . The customers dislike the wait to get support and lack of opportunity for input about XYZ Linkedin. products. XYZ customers value the high-quality, unique Market demand for coffee drinks dropped off coffee drink blends and the warm, friendly during the height of the recession. atmosphere of the company's coffee shops. Market demand is currently slowly increasing. le A.2 Social Media SWOT Analysis for the XYZ Coffee Company (Continued)Platforms with the demographic and behavioral characteristics of the personas defined for the Whopany's target market, the social media platforms with the highest concentration of the Orget audience have been chosen. The types of personas within the target market played the role in the selection of each social media platform, For example, since the personas "both male and female demonstrate a high propensity to be joiners, the company's "webook page was chosen to interact with them as a means of strengthening the brand. Furthermore, females within the youth target audience are strong conversationalists, asking the company's Twitter account an ideal social media platform for interacting will them, further strengthening the br the brand among this important target market. Using Twitter we provide customer service will also make it attractive to affluent young males. Moreover, even that many of the company's suppliers participate in LinkedIn, it was decided to also us on this social network as a means to improve the quality of supplier relationships. Given that Generation Y social media users constitute the largest group of creators, consisting of 379% of consumers ranging between ages 18 and 29, You Tube and Instagram were chosen in order to engage with this group by offering how-to videos about coffee drink duction and behind-the-scenes footage of how XYZ takes painstaking care preparing its own distinctive coffee blends. Additionally, there is an opportunity to use You Tube and instagram to show the comp e company's above-and-beyond customer service with videos featuring employees helping customers in humorous nontraditional ways, such as running around and around a car in front of the store in order to help retrieve the customer's runaway pet. IZ will develop contests and promotional campaigns to encourage customers to post their even content on the company's You Tube channel and Instagram page. oming fiscal period, XYZ will develop a mobile marketing strategy. It must be both strategically sound and attainable within the resources XYZ is willing to devote. The first step will be to conduct consumer research among the primary target market, bent young people, especially college students. One key output of the research will be wunderstand their expectations for a satisfactory coffee house experience and how well MZmeets these expectations. It will be helpful to learn if mobile is an important part of the experience at other food establishments and, if so, what they like and dislike about mtrent mobile programs and what expectations are not being met by them. The second step will be to use the research to design the specifications for an curdable mobile program. Most beverage and food chains have their own branded app, other solutions should be investigated. Assuming that XYZ's IT department does not me resources to develop the necessary mobile technology, suppliers must be identified, vests for proposals developed, and a winning supplier chosen. The third step will be to test at least one mobile program throughout the chain and at at two local programs that can serve as models for other locations. Since the primary the market for this plan is affluent young people no initiative on the B2B platform cent Linkedin will be undertaken. lia less Implementation ween of the *ilove goals, strategies, target market, and platforms have been taken into consideration In taking the following actionable social media platform-specific tactics. In addition, this b as sen of the plan indicates how tes how content will be generated efficiently and effectively for wkal media platform, as well as assigning staff to be responsible for carrying out these Sand preparing content for dissemination on the various platforms. APPENDIXROIs measure the long-term impact of SMM investments on customer response. They include both quantitative and qualitative measurements, such as the number of views of the company's social media properties, the company's posting activity, and the customer responses rates, as well as sentiment analysis, share of voice, satisfaction scores, and advocacy impact. These proxy ROIs provide a meaningful way to judge the expected rewards for investing in this plan. SMM PLANNING EXERCISES UT 1. The plan includes goals for the SMM effort but has no quantified marketing objectives. In Chapter 2 we discussed in some detail the importance of SMART marketing objectives. Develop what you consider a reasonable number of S umber of SMART objectives based on the goals presented. The objectives should present a challenge to the SMM team but they should not be out of the reach of the human and financial resources devoted to the SMM effort. 2. The plan describes the target market only in terms of Technographics. Do secondary research to add demographic and behavioral descriptors to the personas described in the Target Market Section of the plan. 3. Many of the XYZ coffee shops are located near college campuses. Assume college stu- dents are an important target market, especially for mobile initiatives. Conduct primary research to determine what college students expect from a local coffee house experience. How could a mobile app help to improve the experience and strengthen the relationship with the local coffee house and the chain of which it is a part? 4. Make recommendations for one mobile campaign that is national in scope and another that could be used by any local coffee shop. Make whatever assumptions you need to about the nature of the mobile app that will be required to execute the campaign. Remember that SMM campaigns can, and often do, run for shorter periods of time than the customary one year planning cycle. Other campaigns, however, run for long periods of time with perfor- mance reviews at specified intervals. 5. The Tracking section identifies tools to be used for tracking and monitoring the SMM effort. It does not discuss productivity tools. Research and recommend one or more pro- ductivity tools that could be used by the SMM team described in the plan to make the SMM effort smoother and less time-consuming. 6. Make a specific recommendation, based on the content of Chapter 13, about how ROI should be calculated for this plan. Notes 1. Lee, Kevin (February 25, 2015), "Infographic: How Often Should You Post on Social Media?" BufferSocial. Retrieved November 2, 2015, from https://blog.bufferapp.com/how-often-post- social-media 2. Fredrick, Kevin (March 4, 2015). "4 Ways to Provide Great Customer Service on Twitter," Desk.com Blog," Salesforce Desk. Retrieved November 2, 2015, from http://www.desk.com /blog/4-ways-to-provide-great-customer-service-on-twitter/ 3. (n.d.). "youtube.com," Alexa. Retrieved October 31, 2015, from http://www.alexa.com 4. Lee, Kevin (February 25, 2015), "Infographic: How Often Should You Post on Social Media?" /siteinfo/youtube.com BufferSocial. Retrieved November 2, 2015, from https://blog.bufferapp.com/how-often-post- social-mediaREDIN LinkedIn is the third most popular social media platforms, with over is5 million unique monthly visitors in April 2015. With 83% of business-to-business Parketers using Linkedin, it is the dominant B2B social network, making it an ideal Platform to connect with business professionals including suppliers. The primary target For this plan is affluent young people, especially college students, LinkedIn will not be effective in reaching them in their consumer role, so it will not be a platform for the current plan, although it could be used in succeeding time periods. YOUTUBE You Tube is the second most popular website according to Alexa, with more than 1 billion unique monthly visitors in October 2015.' As more people choose to consume information visually, You Tube's vast (and growing) reach and compelling content make it the perfect platform for engaging consumers to drive word-of-mouth recommendations. The following You Tube tactical actions will be taken on behalf of the company: . Creative, entertaining, light-hearted videos focused on the consumption of coffee beverages by youth market . Tag videos with relevant keywords to rank higher in the You Tube search engine . Videos should be 2 minutes or less in length . Embed company logo/image in all videos . Post one video per month . Reply to comments daily . Cross post on Instagram . Cross-marketing by using Facebook and Twitter to promote videos INSTAGRAM Instagram had over 100 million unique monthly visitors in 2015. It is well suited for engaging customers with photos of the business, thereby personalizing the company in ways no other social media platform can match. For example, sharing photos of a coffee shop with a warm, friendly atmosphere humanizes the business. When a business creates a buzz on the social web by sharing photos, people start talking about it, causing others to become interested in knowing more about the company. This level of engagement with customers can help drive word-of-mouth recommendations. The following Instagram tactical actions will be taken: . Upload photos featuring engaging pictures, interesting events, product prepara- tion, customers enjoying coffee, festive holiday parties, or employees just enjoy- ing doing their jobs . Be diligent about using titles, descriptions, photo sets, and tags to secure top Google Image Search results . Use hashtags, headlines with hashtags and emojis to convey liveliness and senti- ment and encourage customers to do the same Upload high-quality pictures once or twice each day or more frequently, espe- cially during promotions' . Reply to comments daily . Cross-market by posting the most interesting pictures on Facebook and Twitter APPENDIX 31Issues to consider as you read this plan. In Chapter 15 we presented a comprehensive overview of the development process and elements of a SMM plan. In this appendix we present a sample marketing plan. Remember that this is a hypothetical company and many things are not known about it. Reasonable assumptions are required in order to develop a plan. The chapter was also constructed to showcase many social media platforms. The number of platforms that are part of the SMM effort-especially of a small business or one that is not flush with resources-requires careful consideration. objectives, platforms chosen, and evaluation metrics must all be chosen with the nature of the business and its resources in mind. This will require adapting elements discussed in Chapter 15 to the specific situation of the business. Keep asking yourself, "How well does this strategy recommendation fit the needs of the business and the resources the business is willing to commit to SMM?" If the fit is good, you have a plan that has a fighting chance of successful implementation. Executive Summary XYZ Coffee Company has a wide range of market segments, ranging from luxury coffee drinkers to professionals. However, younger people are not typically coffee drinkers, and they represent a lucrative, massive, untapped market segment, especially the more affluent youths. The primary focus of cus of this SMM plan is to use the social web as a means to find, engage, attract, and retain this upscale youth market as XYZ Coffee Company patrons. It's based on comprehensive research of the company's current social media presence, competitive intelligence, and target market analysis (see Chapter 15). This thorough sumination and appraisal has resulted in a set of specific actionable social media Bart pals and strategies for reaching those goals as well as the best social media tools for successfully executing and monitoring the plan. Social media goals for the XYZ Coffee Company include: ilol ban sallca . Strengthening the brand, primarily among the more affluent youth market 0 segment Driving word-of-mouth recommendationsoronolibbeal . Improving customer satisfaction of eqpdamn gad s/0 sue pruwollol oddT amanoitaly . Generating and implementing new product ideas Promoting advocacy tinog lin godingn theport . Increasing foot traffic in the stores Search engine optimization (SEO) to increase traffic and conversions Aut of comprehensive social media strategies will be employed to achieve the the goals. These strategies include listening, interacting, engaging, influencing, and erouting to the social web. In addition, this plan describes how the progress of social wa efforts will be tracked, measured, and evaluated. These actions will enable the if execution to be tuned to obtain optimal results. A detailed budget shows the cost of implementing the plan. The plan concludes with Solution of how to determine return on investment. The team leaders responsible for wing Overseeing, and executing the plan include the VP of marketing, Lisa Shea; sector of communications, Mark Jones; and the SMM manager, Susan Monroe. 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