take on the role of a marketing professional to develop a persuasive marketing strategy for good. Your goal is to help society while being cognizant of the organization’s mission and goals. Your task is to continue designing a social media/social marketing campaign for your organization that would promote diversity and inclusion and could help benefit the company. Your decisions must align with the company’s mission and goals. Last week, you chose a company or made up a mock organization, which you will continue to use for this week’s Assignment.
With those thoughts in mind, continue constructing your marketing campaign design document with the following sections, being sure to incorporate appropriate examples, where applicable, as well as citations for relevant academic sources from the classroom, the Walden Library, and/or other appropriate scholarly sources to support your work.
Identify the external stakeholders (influencers) whose needs you will have to consider when designing the marketing campaign.
Identify a potential new customer base, including sub-groups, that could be reached through this marketing campaign. Explain how your new customer base reflects diversity (including culture, race, age, and other demographics) and inclusion.
Create a prioritized list of consumer needs (based on your knowledge of the company or your imagination of the customers you identified) you will have to take into consideration when developing social media messaging for the campaign.
Synthesize what, if any, considerations will need to be made to influence customer behavior and promote customer buy-in.
Identify any challenges you may encounter in gaining buy-in for your existing and potential new customer bases.
Goal (Relevant to Campaign): Expand market penetration in emerging global markets and increase brand loyalty among technology professionals aged 25-45.
1. External Stakeholders (Influencers)
To ensure the campaign promoting diversity and inclusion is successful and credible, the following external stakeholders and influencers must be considered, as their needs, values, and perceptions will directly affect the campaign's success:
Industry Analysts and Tech Journalists: (e.g., Gartner, Forrester, TechCrunch).
Need: Objective, data-driven evidence that Luminar's commitment to D&I translates into tangible product benefits, such as accessibility features or culturally localized platform versions. Their buy-in validates the campaign's sincerity to the wider B2B audience.
Diversity, Equity, and Inclusion (DEI) Advocacy Groups: (e.g., specific non-profits focused on women in tech, or racial equity in the workplace).
Need: Assurance that Luminar's campaign is not merely "tokenism" but is backed by measurable internal hiring, promotion, and supply chain diversity policies. Their endorsement provides critical social license and credibility (Ferrell & Ferrell, 2021).
Key B2B Customer DEI Officers/Procurement Managers: (The individuals who sign the enterprise contracts).
Need: Assurance that Luminar aligns with their own company's increasingly stringent supplier diversity and ethical sourcing requirements. Their organizations often require partners to demonstrate robust D&I policies.
Recruitment Platforms and Professional Networks: (e.g., LinkedIn, specific job boards targeting diverse talent).
Need: High-quality content and partnership opportunities that showcase Luminar as an employer of choice committed to an inclusive work environment. These platforms are crucial for talent acquisition, which feeds directly back into product innovation.
2. Potential New Customer Base and Diversity Reflection
The campaign, focused on D&I, will specifically target expanding into the Global South and APAC (Asia-Pacific) regions, which require tools optimized for high latency, non-Western work cultures, and non-English primary languages.
This continued marketing campaign design document focuses on developing a persuasive social media/social marketing strategy to promote diversity and inclusion for the chosen organization, aligning with its mission and business goals.
Marketing Campaign Design: Promoting Diversity and Inclusion
Organization Recap
Organization: Luminar Tech Solutions (a midsize B2B software company specializing in cloud-based project management tools for global, dispersed teams).
Mission: To empower every team, everywhere, to achieve peak collaborative potential through accessible, intelligent technology.