THE ASSIGNMENT For this assignment, youll watch a very short video (1 minute, 48 seconds) and write a response to the scenario and questions below. Please submit your response using the case study template provided and upload your response as a .pdf to the corresponding submission folder. THE SCENARIO Imagine your boss has asked you to recommend a creative firm for an advertising and marketing campaign. Youre not an expert in advertising and marketing, so you call a friend who is a marketing guru. After hearing your question, your friend pauses dramatically, and then says two words: Adoptable Trends. Thats it. The call has ended. After a few quick searches on the web, you find the information provided below. This is the foundation for your case study analysis. Use this information, the links provided, and the questions below to provide a recommendation to your boss. 2 THE CASE STUDY For the 6-8 million dogs and cats entering shelters in the U.S. every year, a lack of attention and limited online exposure results in half of companion animals being euthanized. Dallas Pets Alive (DPA) is a non-profit animal welfare organization that provides programs, awareness, and resources aimed at eliminating the killing of companion animals in North Texas. The problem of a lack of attention and limited online exposure needed to be solved, so DPA turned to the marketing and advertising firm Dieste Inc. for help. The result was a creative campaign that aimed to turn shelter dogs into trending topics. The idea was a simple one. Adoptable dogs were renamed after the hottest trending topics. For example, a dog named Lemmon was renamed Interrupting Kanye, to align with trending topics on social media. This redirected the attention toward trending topics to the dogs in a creative and close way, which increased their chances of adoption. The campaign also helped give trending topics a social purpose. The Adoptable Trends campaign was hugely successful. How successful? After watching the video, you will have to read through the resource files to find out. INSTRUCTIONS & FORMAT For this assignment, you must consider the scenario outlined above, and the resources and questions provided below. Please arrange your written response in full paragraph format using FOUR separate headings in the template I provided. Please ensure you provide the complete information in the template provided (marks will be deducted if you do not change the prompt fields, such as INSERT SUBMISSION DATE HERE etc). Please also use an appropriate font and size (such as Calibri 11 pt., Times New Roman, 12 pt., or Arial 11 pt.). In addition, please write in the 3rd person voice (no use of I or You). You can aim for two headings on each page, as a guide. Use the headings below, but, of course, dont type Heading #1. Just use the headings listed in CAPS (as in OVERVIEW & CHALLENGES:). 3 Heading 1: OVERVIEW & CHALLENGES A. Provide a brief objective summary of the case study and the videos central focus B. Identify the challenges or factors affecting the organization, Dallas Pets Alive (for example, whats the primary reason DPA wanted to undertake a marketing campaign? What was the organizations goal in doing so?) Heading 2: SOLUTIONS C. Consider the marketing and advertising solutions Dieste Inc. provided through the Adoptable Trends campaign. What communication channels were used? What persuasive techniques were leveraged, and why were they effective for this particular campaign and audience? Heading 3: BENEFITS D. What metrics, such as engagement, were included in the video? What positive benefits were explored in the video? Heading 4: RECOMENDATION E. Provide a concluding thought and reason why you are recommending Dieste Inc. to your boss as a marketing and advertising firm (remember, do not use first-person voice. For example, instead of saying, I recommend, [] you could say, The following recommendation is provided for consideration [] or something similar). To support the recommendation, you may wish to include some of the campaign metrics included in the video to convey engagement, or you may wish to identify some of the awards that are included on DPAs website. You decide what content to include, based on the video, the scenario presented, and your research with the resource files provided.