For Milestone Two, you will complete a draft of the Tactics section of your final project (an executive summary). In this section, you will discuss the best mobile tactics to fulfill your chosen company's needs and achieve its short-term goal.
As you complete Milestone Two, make sure that the mobile marketing tactics you select are based on research and address your company's needs and short-term goals.
Milestone Two provides you with an opportunity to obtain valuable instructor feedback that you can incorporate into your final project submission.
For additional details, please refer to the following documents:
MKT 311 Milestone Two Guidelines and Rubric MKT 311 Milestone Two Guidelines and Rubric Overview: For this milestone, you will sub mit a draft of the Tactics section of your final project.In this section, you will d iscuss the best mobile tactics to fulfill your chosen company’s needs and achieve its short-term goal. As you complete Milestone Two, make sure that the mobile marketing tactics you select are based on research and address your company’s needs and short-term goals. Milestone Two provides you with an opportunity to obtain valuable feedback from your instructor that you can incorporate into your final project submission. Specifically, the following critical elements must be addressed: II. Tactics: In this section, you will discuss the best mobile tactics to achieve your company’s needs and short-term goal. a) What will your mobile marketing campaign encompass? Recommend three to five mobile marketing tactics that you consider to be the most appropriate for your company. Present your tactics in bulleted format. b) Explain how the recommended tactics will help the company differentiate from competitors. Make sure you justify your answer with research and information from the previous section. c) Explain how your recommended tactics will help maximize the company’s mobile presence. Make sure you justify your answer with research and information from the previous section. Rubric Guidelines for Submission: Your draft should be 2 to 3 pages in length and should use double spacing, 12-point Times New Roman font, and one-inch margins. Sources should be cited according to APA style. Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value Tactics: Mobile Marketing Tactics Recommends mobile marketing tactics that are the most appropriate for the selected company Recommends mobile marketing tactics, but recommendations are cursory or inappropriate for the selected company Does not recommend mobile marketing tactics 30 Tactics: Differentiate Explains how the recommended tactics will help the company differentiate from competitors, justifying answer with research Explains how the recommended tactics will help the company differentiate from competitors, but explanation is cursory or illogical, or supporting evidence is inappropriate or nonexistent Does not explain how the recommended tactics will help the company differentiate from competitors 30 Tactics: Mobile Presence Explains how the recommended tactics will help maximize the company’s mobile presence, justifying answer with research Explains how the recommended tactics will help maximize the company’s mobile presence, but explanation is cursory or illogical, or supporting evidence is inappropriate or nonexistent Does not explain how the recommended tactics will help maximize the company’s mobile presence 30 Articulation of Response Submission has no major errors related to citations, grammar, spelling, syntax, or organization Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas 10 Total 100% MKT 311 Milestone Two Guidelines and Rubric Rubric Milestone One The company I will be researching is called American Addiction Centers. This company offers a variety of services that are related to the substance abuse recovery industry. The have several rehabilitation faculties throughout the United States, as well as a corporate location in Brentwood, TN. They offer detox, inpatient residential, partial hospitalization, intensive outpatient, and sober living. They mainly market through their websites and are one of the first to pop up in google searches. They also have their own “Alumni App” and several websites affiliated with American Addiction Centers, though they are for other things such as mental health information. An example of one of the services offered is detox and inpatient residential. This is often where addicts begin their recovery journey. At this point, they usually have just decided to stop using and will still have drugs or alcohol in their system. This is why Detox and Inpatient residential go hand in hand. The addict will most often start in detox to get through withdrawals in a safe environment. They are monitored by staff (Nurses and doctors) and are given comfort medications. Once they have completed this step, thy move to residential. Residential is a 24/7 program that consists of target care (Walker 2022). At this point, they will begin to join group therapy, individual therapy, and classes. All of this is to address why they use and to learn tools to stop using and to stay sober. One of the main competitors would be Recovery Centers of America. You can easily find their websites by google searching “rehab centers”. They also have more followers on Instagram than most other rehab companies. They have more followers than American Addiction Centers and employ many of the same marketing strategies. The customer segment I will target for this campaign will be loved ones of addicts. The reason I will target the is because within the substance abuse industry, loved ones are often the first point of contact when getting an addict to go to treatment. They usually reach out first and are the customers who are more likely to push for the addict to show up to treatment. The main characteristics of this segment are that they are the initial point of contact for the client. They also often are the individuals who will pay for the client to go to treatment. Generally, they are either a spouse of an addict or the parents. Less often they are the children of addicts. As stated before, they often are the ones who not only push the clients to show up, they are also often the individuals who pay for treatment. While we do market to the addicts themselves, the family members and loved ones of the addicts are just as important when trying to gain more clients. American Addiction Centers already employs serval mobile marketing strategies, but most are geared towards addicts who have already gone through the program. It would be beneficial to possibly create an app or advertise for a website that is geared towards loved ones of addicts who have not done treatment yet. They are often the main driver behind rehab centers gaining clients, so having a site or app that is specifically geared towards them may help funnel potential clients into the program. Adding something like this can help to build stronger relationships between the rehabilitation centers and their community (Up Reports 2021). It is also more cost effective than traditional marketing, such as using outside representatives to gain referrals from hospitals and doctors’ offices (Up Reports 2021). Using mobile advertisement can be significantly cheaper than paying many people’s salaries to go out directly into the community. Source Marketing for Rehabilitation Centers: Everything you need to know. UpReports. (2021, September 15). Retrieved September 16, 2022, from https://www.upreports.com/blog/marketing-for-rehabilitation-centers/ Walker, L. (2022, September 13). Inpatient Drug Rehab Centers Near you. American Addiction Centers. Retrieved September 16, 2022, from https://americanaddictioncenters.org/rehab-guide/inpatient