Disney Company Communications Presentation – EssayLoop

 Disney Company Communications Presentation – EssayLoop

 Disney Company Communications Presentation – EssayLoop

Description

Instructions:

Your next assignment will be to write a two to three-page report or a case study about your assigned company. You will include the information provided in the PowerPoint presentation and additional useful and informative data and facts about your assigned company and its industry utilizing your textbook, online resources and the library databases (www.lavc.edu/library/home.aspx).

Purpose:
This assignment should help further familiarize yourself with your company and how it is positioned within its industry. Upon completion of this assignment, you will be better prepared for future research projects and you will gain more knowledge and insight into your assigned company.

Requirements:

You will research, compile and submit your paper individually (not a group assignment).

Your assignment:

1. Research your assigned company and its industry.

2. Type 2 – 3 pages describing things you found during your research:

Examples of things to include: Name of the company or organization, company history, any historical facts regarding the company’s business, any current events involving or effecting the company’s international business. Any additional information about the company you feel is important and/or relevant to this topic.
Make sure you list sources of your information. “According to….”

3. Proof read your work (check for spelling, punctuation, grammar, proper use of words, etc.)

4. This should be a fun and informative paper that will provide you with insight and further

understanding about your assigned company as it operates within its industry.

Formatting:
1 – inch Margins
12 – point Fontframework, however the level and clarity of details were not consistent. Good information included in the Action section, with some good reflection provided. A very good use of the STAR Plus framework, but with some consistency issues in relation to details included. Good level of detail included in the Action section, clearly showing how the skill was demonstrated. Reflection carried out, with some understanding of how it would be applied to the workplace. Excellent, and consistent, use of the STAR Plus framework with significant and relevant detail in the Action section which clearly details what activities/duties the individual undertook to demonstrate the skill. Excellent reflection carried out, with clear understanding of how the skill would be applied within the workplace/chosen career. 5 Personal Development in Academic Study and Employability School of Business and Economics BSP030 Situation analysis – STAR Plus Employability skill that this STAR example is evidence for Nature of Activity e.g. your module, your role, type of employment, volunteering or other activity Dates of Activity e.g. Oct 2018 – Feb 2019 Time Commitment of Activity e.g. hours per week, days or months Description of the Activity Use the STAR Plus technique in your explanation: Word count guide: 500 words STAR technique Situation – where were you, what was the context of the activity? Task – what was the task, what were you trying to achieve? Action – what was your personal contribution? Result – what was the outcome? Reflection – what was learnt and how might it be improved in the future? Application – consider how you may apply this skill to future experiences e.g. career/workplace. Situation: Task: Action: Result: Reflection: Application: 1
Double Spacedinfluencer marketing’s main benefits was that it enabled brands to target both broad and niche audiences. By working with individuals who specialized in a specific category of content, brands could make more meaningful decisions regarding who they wanted to target, and subsequently allow them to gain access an already trusting base of consumers.12 For example, Whitney Simmons (@whitneysimmons) was a certified fitness coach who regularly posted workouts and healthy recipes on her Instagram account, which had three million followers. As a social media influencer, she had worked with Gymshark, a fitness clothing and accessories brand, in the past to share different workout outfits on her Instagram account that featured the brand’s clothing and accessories. She tagged Gymshark in her posts so that her followers could learn more about the brand, check out its website, and shop for specific products they had seen on her page. Because Simmons was a fitness influencer, a majority of her audience was made up of consumers interested in health and fitness and who were likely to purchase Gymshark products. When Gymshark launched a clothing line in collaboration with Simmons, every product was sold out within three days. Drop’s Use of Influencer Marketing Drop began testing this channel in early 2018 by allocating 10 per cent of its total marketing budget, while the rest was spent on paid social advertisements and referral marketing. Lacking much clarity on how to navigate this new type of marketing, the team at Drop tried various strategies, using influencers ranging from previous contestants on the television show The Bachelor to fashion bloggers. Also unclear was whether this channel was actually translating into profitable users for the company. The process of influencer marketing was more extensive than other marketing methods. As Drop’s marketing manager, Solty spent time working with an outside agency that helped manage influencer relationships. At the start of a campaign, the agency would match influencers with Drop based on audience, timing, and reach. Once influencers expressed their interest, both sides worked on negotiating payment terms. Typically, influencers were paid two cents per view on a post or video. They then received the creative brief detailed by Drop’s marketing team, which contained key talking points, the call-to-action, and any images or logos to include. Influencers submitted their post or video for approval by the agency before it went live on their respective channels. Solty monitored target metrics throughout the campaign and evaluated the final performance to determine whether this was someone Drop should partner with on a longer-term basis. Currently, Solty focused on two main groups of influencers: popular personalities and lifestyle bloggers. Popular personalities included YouTube stars such as Morgan Adams (see Exhibit 5) and lifestyle bloggers such as Sophia Chang and Jessica Skube (JesssFam). Solty wondered what other influencers would make sense to approach for Drop’s platform. 9 Giordano Contestabile, “Influencer Marketing in 2018: Becoming an Efficient Marketplace,” AdWeek, January 15, 2018, accessed November 13, 2019, www.adweek.com/digital/giordano-contestabile-activate-by-bloglovin-guest-post-influencermarketing-in-2018/. 10 Earned media value referred to any type of social media exposure gained through word-of-mouth, recommendations, or conversations about the brand. 11 “Influencer Marketing Effectiveness: Key Survey Finds, Facts & Figures [Infographic],” Mediakix, accessed November 13, 2019, https://mediakix.com/blog/influencer-marketing-effectiveness/#gs.8tczun. 12 Maddie Raedts, “Five Ways to Create Effective Conversion-Driven Influencer Campaigns,” Forbes, July 12, 2019, accessed November 13, 2019, www.forbes.com/sites/forbesagencycouncil/2019/07/12/five-ways-to-create-effective-conversion-driveninfluencer-campaigns/#60e8219345e9. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. Page 5 Page 6 9B21A006 As a marketing manager, Solty’s goal was to help Drop scale as quickly as possible. It was important for the company to show rapid growth in its user base to both investors and other users as a sign of credibility. Having scaled to two million users, Solty started to wonder if her goals still made sense. The user base at Drop was now large enough for consumers to trust the platform, and the company had been featured in many articles in Forbes and on CNBC, so negotiating with investors was no longer such a daunting task. She knew it was time for the company to rally around profitable growth, rather than focus purely on an increase in number of users. Earlier in the year, Snapchat had surpassed 200 million daily active users, and yet over eight years after its founding, the company was still not profitable.13 It represented just one of many technology companies with billion-dollar valuations that had never turned a profit. Instead, these start-ups simply poured all of their capital into “growth” and continued to take a loss year over year. While venture-backed companies believed in fast growth above all else, many were beginning to rethink that mantra and invoke “positive unit economics” and a path to profitability as their new priorities. Each marketing channel had pros and cons, and Solty put together some data to highlight the conversion ratios and customer acquisition costs for paid social advertisements, referrals, and influencer marketing (see Exhibit 6). The goal for the upcoming year was to show Drop’s investors that profitability was indeed topof-mind. Typically, investors and venture capitalists wanted to see unit economics that were a 3:1 ratio of customer lifetime value to customer acquisition costs, and a 12-month payback period. What would the customer lifetime value have to be for each channel to make sense? THE DECISION Solty now faced an important decision that would change what “marketing” meant for Drop. On one hand, growing quickly was still a key criterion for Drop’s investors, and the expectation was to hit five million downloads in the next year—yet Solty had to ensure a good portion of those downloads translated into profit for the company. Solty had to decide: should she continue with traditional paid social advertising and referrals, or double-down on influencer marketing? Was Solty’s current allocation of the marketing budget appropriate for this stage of Drop’s growth? Should she allocate more of the budget to this new channel of influencer marketing? Or was that channel too risky and just a fad that would eventually fade away? Pushing her slice of cake to the side, Solty began to weigh her options. 13 Aaron Holmes, “From Snap to Uber, Here Are 9 Billion-Dollar Tech Companies that Still Aren’t Profitable,” Business Insider, November 27, 2019, accessed November 13th, 2019, www.businessinsider.com/tech-companies-worth-billions-unprofitabletesla-uber-snap-2019-11. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. THE PROFITABILITY PROBLEM Page 7 9B21A006 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Sephora USA Inc. Instacart Indigo Old Navy lululemon athletica eBay Inc. Expedia Group TurboTax American Eagle Outfitters Inc. Glossier Source: Company files. EXHIBIT 2: AVOCADO TOAST POP-UP FOOD TRUCK IN DOWNTOWN TORONTO Source: Company files. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. EXHIBIT 1: TOP EARNING RETAILERS IN CANADA Page 8 9B21A006 EXHIBIT 3: DROPTECHNOLOGIES INC. USER ACQUISITION FUNNEL Register an account on the Drop app. Link a payment method to the Drop app. Complete the offer at a participating retailer. Note: app = mobile application. Source: Company files. EXHIBIT 4: FACEBOOK ADVERTISEMENT Source: Company files. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. Download Drop to a mobile device. Page 9 9B21A006 EXHIBIT 5: INFLUENCER MORGAN ADAMS SHOWCASING DROP TECHNOLOGIES INC. “INSTAGRAM FOLLOWERS CONTROL MY VACATION!” YouTube video, 13:21, posted by “Morgan Adams,” November 12, 2018, accessed November 13, 2019, www.youtube.com/watch?v=nL15iCkS6w. Note: Start playing the video at 6:15 minutes. Source: Company files. EXHIBIT 6: DROPTECHNOLOGIES INC. MARKETING CONVERSION METRICS (IN CA$) Conversion: Register to Linked CAC-Registered User CAC-Linked User Influencers 67% $2.28 $3.40 Paid Social Ads 35% $4.70 $13.43 Referral 75% – $10.00 Note: CAC = customer acquisition cost. Source: Company files. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. Example content from Influencer Partners in Late 2018: Morgan Adams Case “Shred” Short Cycle Case Preparation Chart Short Cycle Process Student Name: Case Title: Name Position Who? Issues What? Why? When? Analytical1 Case Difficulty Cube Conceptual2 Presentation3 How? Case Difficulty Cube description: 1. Analytical: What is the reader’s task based on the information given in the case? Is it clearly identified? Are there multiple potential tasks? How complicated are those tasks? 2. Conceptual: What theories, concepts, or techniques will help the reader understand or resolve the case? What ideas does the reader bring to the case? 3. Presentation: How complicated is the case? What information is relevant? What information is missing? Adapted from Mauffette-Leenders, L.A., Erskine, J.A., Leenders, M.R. (2007). Learning with cases, 4th edition. London, Ontario: Ivey Publishing.

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Description

Instructions:

Your next assignment will be to write a two to three-page report or a case study about your assigned company. You will include the information provided in the PowerPoint presentation and additional useful and informative data and facts about your assigned company and its industry utilizing your textbook, online resources and the library databases (www.lavc.edu/library/home.aspx).

Purpose:
This assignment should help further familiarize yourself with your company and how it is positioned within its industry. Upon completion of this assignment, you will be better prepared for future research projects and you will gain more knowledge and insight into your assigned company.

Requirements:

You will research, compile and submit your paper individually (not a group assignment).

Your assignment:

1. Research your assigned company and its industry.

2. Type 2 – 3 pages describing things you found during your research:

Examples of things to include: Name of the company or organization, company history, any historical facts regarding the company’s business, any current events involving or effecting the company’s international business. Any additional information about the company you feel is important and/or relevant to this topic.
Make sure you list sources of your information. “According to….”

3. Proof read your work (check for spelling, punctuation, grammar, proper use of words, etc.)

4. This should be a fun and informative paper that will provide you with insight and further

understanding about your assigned company as it operates within its industry.

Formatting:
1 – inch Margins
12 – point Fontframework, however the level and clarity of details were not consistent. Good information included in the Action section, with some good reflection provided. A very good use of the STAR Plus framework, but with some consistency issues in relation to details included. Good level of detail included in the Action section, clearly showing how the skill was demonstrated. Reflection carried out, with some understanding of how it would be applied to the workplace. Excellent, and consistent, use of the STAR Plus framework with significant and relevant detail in the Action section which clearly details what activities/duties the individual undertook to demonstrate the skill. Excellent reflection carried out, with clear understanding of how the skill would be applied within the workplace/chosen career. 5 Personal Development in Academic Study and Employability School of Business and Economics BSP030 Situation analysis – STAR Plus Employability skill that this STAR example is evidence for Nature of Activity e.g. your module, your role, type of employment, volunteering or other activity Dates of Activity e.g. Oct 2018 – Feb 2019 Time Commitment of Activity e.g. hours per week, days or months Description of the Activity Use the STAR Plus technique in your explanation: Word count guide: 500 words STAR technique Situation – where were you, what was the context of the activity? Task – what was the task, what were you trying to achieve? Action – what was your personal contribution? Result – what was the outcome? Reflection – what was learnt and how might it be improved in the future? Application – consider how you may apply this skill to future experiences e.g. career/workplace. Situation: Task: Action: Result: Reflection: Application: 1
Double Spacedinfluencer marketing’s main benefits was that it enabled brands to target both broad and niche audiences. By working with individuals who specialized in a specific category of content, brands could make more meaningful decisions regarding who they wanted to target, and subsequently allow them to gain access an already trusting base of consumers.12 For example, Whitney Simmons (@whitneysimmons) was a certified fitness coach who regularly posted workouts and healthy recipes on her Instagram account, which had three million followers. As a social media influencer, she had worked with Gymshark, a fitness clothing and accessories brand, in the past to share different workout outfits on her Instagram account that featured the brand’s clothing and accessories. She tagged Gymshark in her posts so that her followers could learn more about the brand, check out its website, and shop for specific products they had seen on her page. Because Simmons was a fitness influencer, a majority of her audience was made up of consumers interested in health and fitness and who were likely to purchase Gymshark products. When Gymshark launched a clothing line in collaboration with Simmons, every product was sold out within three days. Drop’s Use of Influencer Marketing Drop began testing this channel in early 2018 by allocating 10 per cent of its total marketing budget, while the rest was spent on paid social advertisements and referral marketing. Lacking much clarity on how to navigate this new type of marketing, the team at Drop tried various strategies, using influencers ranging from previous contestants on the television show The Bachelor to fashion bloggers. Also unclear was whether this channel was actually translating into profitable users for the company. The process of influencer marketing was more extensive than other marketing methods. As Drop’s marketing manager, Solty spent time working with an outside agency that helped manage influencer relationships. At the start of a campaign, the agency would match influencers with Drop based on audience, timing, and reach. Once influencers expressed their interest, both sides worked on negotiating payment terms. Typically, influencers were paid two cents per view on a post or video. They then received the creative brief detailed by Drop’s marketing team, which contained key talking points, the call-to-action, and any images or logos to include. Influencers submitted their post or video for approval by the agency before it went live on their respective channels. Solty monitored target metrics throughout the campaign and evaluated the final performance to determine whether this was someone Drop should partner with on a longer-term basis. Currently, Solty focused on two main groups of influencers: popular personalities and lifestyle bloggers. Popular personalities included YouTube stars such as Morgan Adams (see Exhibit 5) and lifestyle bloggers such as Sophia Chang and Jessica Skube (JesssFam). Solty wondered what other influencers would make sense to approach for Drop’s platform. 9 Giordano Contestabile, “Influencer Marketing in 2018: Becoming an Efficient Marketplace,” AdWeek, January 15, 2018, accessed November 13, 2019, www.adweek.com/digital/giordano-contestabile-activate-by-bloglovin-guest-post-influencermarketing-in-2018/. 10 Earned media value referred to any type of social media exposure gained through word-of-mouth, recommendations, or conversations about the brand. 11 “Influencer Marketing Effectiveness: Key Survey Finds, Facts & Figures [Infographic],” Mediakix, accessed November 13, 2019, https://mediakix.com/blog/influencer-marketing-effectiveness/#gs.8tczun. 12 Maddie Raedts, “Five Ways to Create Effective Conversion-Driven Influencer Campaigns,” Forbes, July 12, 2019, accessed November 13, 2019, www.forbes.com/sites/forbesagencycouncil/2019/07/12/five-ways-to-create-effective-conversion-driveninfluencer-campaigns/#60e8219345e9. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. Page 5 Page 6 9B21A006 As a marketing manager, Solty’s goal was to help Drop scale as quickly as possible. It was important for the company to show rapid growth in its user base to both investors and other users as a sign of credibility. Having scaled to two million users, Solty started to wonder if her goals still made sense. The user base at Drop was now large enough for consumers to trust the platform, and the company had been featured in many articles in Forbes and on CNBC, so negotiating with investors was no longer such a daunting task. She knew it was time for the company to rally around profitable growth, rather than focus purely on an increase in number of users. Earlier in the year, Snapchat had surpassed 200 million daily active users, and yet over eight years after its founding, the company was still not profitable.13 It represented just one of many technology companies with billion-dollar valuations that had never turned a profit. Instead, these start-ups simply poured all of their capital into “growth” and continued to take a loss year over year. While venture-backed companies believed in fast growth above all else, many were beginning to rethink that mantra and invoke “positive unit economics” and a path to profitability as their new priorities. Each marketing channel had pros and cons, and Solty put together some data to highlight the conversion ratios and customer acquisition costs for paid social advertisements, referrals, and influencer marketing (see Exhibit 6). The goal for the upcoming year was to show Drop’s investors that profitability was indeed topof-mind. Typically, investors and venture capitalists wanted to see unit economics that were a 3:1 ratio of customer lifetime value to customer acquisition costs, and a 12-month payback period. What would the customer lifetime value have to be for each channel to make sense? THE DECISION Solty now faced an important decision that would change what “marketing” meant for Drop. On one hand, growing quickly was still a key criterion for Drop’s investors, and the expectation was to hit five million downloads in the next year—yet Solty had to ensure a good portion of those downloads translated into profit for the company. Solty had to decide: should she continue with traditional paid social advertising and referrals, or double-down on influencer marketing? Was Solty’s current allocation of the marketing budget appropriate for this stage of Drop’s growth? Should she allocate more of the budget to this new channel of influencer marketing? Or was that channel too risky and just a fad that would eventually fade away? Pushing her slice of cake to the side, Solty began to weigh her options. 13 Aaron Holmes, “From Snap to Uber, Here Are 9 Billion-Dollar Tech Companies that Still Aren’t Profitable,” Business Insider, November 27, 2019, accessed November 13th, 2019, www.businessinsider.com/tech-companies-worth-billions-unprofitabletesla-uber-snap-2019-11. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. THE PROFITABILITY PROBLEM Page 7 9B21A006 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Sephora USA Inc. Instacart Indigo Old Navy lululemon athletica eBay Inc. Expedia Group TurboTax American Eagle Outfitters Inc. Glossier Source: Company files. EXHIBIT 2: AVOCADO TOAST POP-UP FOOD TRUCK IN DOWNTOWN TORONTO Source: Company files. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. EXHIBIT 1: TOP EARNING RETAILERS IN CANADA Page 8 9B21A006 EXHIBIT 3: DROPTECHNOLOGIES INC. USER ACQUISITION FUNNEL Register an account on the Drop app. Link a payment method to the Drop app. Complete the offer at a participating retailer. Note: app = mobile application. Source: Company files. EXHIBIT 4: FACEBOOK ADVERTISEMENT Source: Company files. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. Download Drop to a mobile device. Page 9 9B21A006 EXHIBIT 5: INFLUENCER MORGAN ADAMS SHOWCASING DROP TECHNOLOGIES INC. “INSTAGRAM FOLLOWERS CONTROL MY VACATION!” YouTube video, 13:21, posted by “Morgan Adams,” November 12, 2018, accessed November 13, 2019, www.youtube.com/watch?v=nL15iCkS6w. Note: Start playing the video at 6:15 minutes. Source: Company files. EXHIBIT 6: DROPTECHNOLOGIES INC. MARKETING CONVERSION METRICS (IN CA$) Conversion: Register to Linked CAC-Registered User CAC-Linked User Influencers 67% $2.28 $3.40 Paid Social Ads 35% $4.70 $13.43 Referral 75% – $10.00 Note: CAC = customer acquisition cost. Source: Company files. Authorized for use only by Zaid Khartabil in BUAD 301-26 at California State University – Fullerton from 1/24/2022 to 5/18/2022. Use outside these parameters is a copyright violation. Example content from Influencer Partners in Late 2018: Morgan Adams Case “Shred” Short Cycle Case Preparation Chart Short Cycle Process Student Name: Case Title: Name Position Who? Issues What? Why? When? Analytical1 Case Difficulty Cube Conceptual2 Presentation3 How? Case Difficulty Cube description: 1. Analytical: What is the reader’s task based on the information given in the case? Is it clearly identified? Are there multiple potential tasks? How complicated are those tasks? 2. Conceptual: What theories, concepts, or techniques will help the reader understand or resolve the case? What ideas does the reader bring to the case? 3. Presentation: How complicated is the case? What information is relevant? What information is missing? Adapted from Mauffette-Leenders, L.A., Erskine, J.A., Leenders, M.R. (2007). Learning with cases, 4th edition. London, Ontario: Ivey Publishing.

Do you have a similar assignment and would want someone to complete it for you? Click on
the ORDER NOW option to get instant services at LindasHelp.com. We assure you of a well
written and plagiarism free papers delivered within your specified deadline.

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