1) A. Go to the Conscious Step website Review (https://consciousstep.com/). Conscious Step's product offerings and effectiveness of their website as an informational and marketing tool. Provide Conscious Step with four suggestions (and rationale for these suggestions) about how their website might be improved to share their story about their contributions to sustainable communities. B. Create a fifty-word marketing communication message for Conscious Step's target customers about the advantages of purchasing socks from Conscious Step. C. What are four strategies Conscious Step could use to enhance their marketing efforts? Describe each strategy and the advantages and disadvantages of each. D. Which of the four strategies would you recommend Conscious Step implement first? Why? Case Study: Conscious Step: Marketing Socks to Fight Poverty Conscious Step was founded in 2013 by Prashant Mehta, Hassan Ahmad, and Adam Long, who were "concerned with the lack of awareness and the gravity of issues faced by their generation, they sought to create a way for the conscious individual to support global solutions in a way that was convenient, tangible, and recognizable" (Trahant, 2015). Headquartered in Brooklyn, New York, USA, and sourced in India, Conscious Step is a social enterprise that took "the most comfortable socks you'll every wear" and "matched them to key issues in the fight against poverty" in order "to fund organizations making the world a better place" (Conscious Step, 2017). For every pair of socks purchased, a donation is made to one of Conscious Step's nonprofit organization partners. These partners include Action Against Hunger, Global Citizen, and Water.org. Conscious Step is also a member of the 1% for the Planet industry initiative. In addition, Conscious Step socks are made using Global Organic Textile Standard certified organic cotton in fair trade working conditions. Marketing strategies for social enterprises can be a challenge. Companies such as Conscious Step want to understand the lifestyles and values of their target customer and provide them with information about the important work the company is doing while at the same time promote products that meet the needs of their target customer. Currently, customers of Conscious Step can select and purchase online or at specialty stores throughout the United States, individual pairs of socks and/or collections of socks specifically around particular causes. For example, a "Collection Mens: Water, Books, Poverty" includes three pairs of socks, each with an embroidered emblem indicating donations were made to Room to Read, Water.org, and Global Citizen. The Conscious Step website and product packaging includes information about their manufacturing strategies, causes, and products themselves. An analysis of Conscious Step's current marketing efforts can provide important information to them about what is working and what they may do to improve their marketing strategies