Suppose your role is Senior Vice President for Marketing at Enhanced Analytics, Inc., a provider of marketing

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Question:

Suppose your role is Senior Vice President for Marketing at Enhanced Analytics, Inc., a provider of marketing and consulting services, with headquarters in Austin, Texas. In this role, you report directly to the CEO of the company and are responsible for decision-making and marketing strategy. You oversee a department with 25 employees at the company. Enhanced Analytics has been approached by a start-up interdenominational chapel in Greenville, South Carolina.

The leadership of the chapel has informed you that their setup effort started two years ago, with 12 individuals meeting in a home on Friday evenings for an informal spiritual gathering. Today, there are approximately 120 people who attend the chapel's Sunday morning service. The leaders of the chapel believe that there is potential to grow the congregation to 2,000 members within the next 5 years. The leadership would like to target young families in the 24 - 42 age group with friendly, dynamic church services, inspiring sermons and child-care.

A significant part of their growth strategy is a new advertising campaign. The chapel plans to spend $12,000 in the first year of the campaign, $18,000 in the second year, $30,000 in the third year, and $50,000 in both years 4 and 5. The minister believes that the chapel should primarily advertise the Sunday services in the local newspaper as well as through a direct mailing campaign. Some of the chapel staff, however, believe that online advertising is key to attracting more worshippers and that a part of the money should be spent on Google ads and on Facebook. Other members of the staff would like to advertise on one of the local religious radio stations. Because of your expertise, you and your team have been asked to help your client choose a specific advertising strategy and allocate the funds to specific mediums.

Prepare a written report for your client to communicate your analysis and recommendations. The report should contain the following sections:

1. A breakdown of the various advertising options available, including the ones suggested by the chapel staff. Research the Greenville, SC media market and be specific as you outline the various options. You should include the actual names of the newspapers, radio stations, online advertising platforms, etc. Keep in mind the demographic you are attempting to reach.

2. Recommend a 3-year strategy. You should choose specific advertising mediums for each year and allocate a spending budget to each one. Your approach may change as time goes by. This information should be summarized for each of the 3 years in a table. A written narrative should then explain what you are attempting to accomplish in each year. For maximum clarity, you should have a written subsection for Year 1, Year 2, etc.

3. At the end of your report, include a Notes section. This section should communicate any thoughts, insights and recommendations you may have for your client, as they proceed with their advertising effort. For this section, you must draw upon the various insights and lessons learned in your course, as well as your professional experience, over time.

Include outside research to support your strategy and your Notes section. There is no page limit to this assignment. The assignment will be considered well-done if it contains all the required sections and subsections, if it is clearly written and your thoughts and ideas are supported by specific data and research.

You may research the types of audiences each advertising outlet will reach in Greenville, SC by calling the actual radio stations, newspapers, etc. You may also contact Google and Facebook to request information about their targeting. Find out the cost of a direct mailing campaign by researching any offers available from the United States Postal Service. Of course, you may draw upon any reliable information you may find online.