Write your paper in the following order, with separate sections, not a continuous essay. You have only 3000 words (no allowances or overages) and may allocate your words as you wish.

I. Cover Sheet + Table of Contents. Does not count toward word total. The cover sheet should include the title of your paper (including the name of the company).

II. Introduction + Goals (25 points). This consists of three parts…

1. BRIEFLY describe your organization. This is simply to remind the reader of who your company is and what they do, so please limit this to key information in a sentence or two.

2. Identify your target market. Just say who your target market is — you don’t need to analyze them again. This could be any of the stakeholders from your midterm, though most likely it will be the customers. If you want to target a new customer segment, explain why.

3. Set 3BL MARKETING goals: You will need to create 3 S.M.A.R.T. goals — one each for People, Planet, and Profit. Make sure they are goals, not policies, and make sure they are related to your marketing campaign, not goals for human resources or operations.

III. Your Marketing Mix, The First 3P’s (25 points). How will you achieve your goals? Again, this is not a report — demonstrate your original thinking. Be sure to justify your decisions (the WHY) with research. And don’t forget to emphasize sustainability!

1. Product: What are you selling? (Pick just ONE product or service if your company has several.) How is it different or better than the competition? Will you change anything? Why or why not?

2. Price: What is the company’s current pricing strategy? What will be your new pricing strategy, and why? Show the old price, the new price, and a competitor’s price. (That’s 3 different numbers.)

3. Place: What is the product’s current distribution? How would you change that distribution and why? How will your distribution compare to the competition?

IV. Your Promotion Plan using AIDA+ (25 points).

1. Please structure your Promotion Plan with each of the 5 stages of AIDA+. In each stage, describe the media and messages you will use, explain why, and use research to support your reasoning. Be specific about where and when your promotions will run.

V. Promotion Budget & Implementation Calendar (25 points).

1. Based on your goals and your AIDA+ plan, create a detailed OBJECTIVE-AND-TASK budget. Do NOT include ordinary operational expenses, such as office space, salaries, or cost of goods sold. Just show specific promotion expenses. You must research and use actual costs. Remember, an objective-and-task budget shows how each marketing expense will contribute to your goal, so show the calculations and projected results for each expense.

2. Create a timeline of specific dates and activities. This can be a simple list or a Gantt chart.

VI. Reference Notes + Bibliography. Research is an absolutely critical component of this paper. Support all of your facts, data and arguments using multiple authoritative sources, not just company websites. No Wikipedia. Every source you cite must be directly relevant to your paper, so do not include class readings unless you used them to create this plan. Include reference notes in the body of the document AND a bibliography of all your sources at the end. Please use a proper reference note format, as we discussed in class. Your reference notes and bibliography do not count toward word total.