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Instructions

Term Project Assignment

Imagine that you are the Marketing Manager at your company. You have been tasked with expanding your customer base; specifically, you have identified an opportunity to gain market share in the Lower Mainland by focusing on growth within the young adult demographic $($ages $18-35)$ one that is upwardly mobile, highly engaged online, and strive to be influencers among their peers and networks.

Choose a company headquartered in Vancouver, BC$.$ Instructor MUST approve your company selection.

Create a CRM strategy. You must include:

An introduction. Touch on your company's Unique Selling Proposition.

A brief explanation as to why you have selected CRM as a strategy and how it will help your company accomplish their goals.

A brief overview of your company's current marketing tactics.

An overview of your company$$s main competitors.

The main goal of your CRM strategy $($this is given to you in the assignment, but I expect you to expand upon it$).$

An explanation of your target market.

Five detailed buyer personas that reflect your target demographic.

What is your choice of CRM tool, and why did you choose that particular tool?

$5-7$ supporting marketing tactics $($consider a multi$-$channel approach$/$partnership$).$

A budget and a breakdown of your spending.

Success metrics and Key Performance Indicators.

The report should be approximately ten pages. If you include external sources, please include a References section and cite using APA style. Please note that References and Appendices do not count towards the $10-$page expectation.