Guidelines for the assignment:The (format pdf or word only) .All answered must be typed using Times New Roman (size 12, double-spaced) font.Answer the following questions with 200 Words limit.Answer must mention question number clearly in their answer


Q1-

What steps would you recommend the company to follow to assure a structured approach for planning an integrated digital media campaign for their new initiative?

TOMS was founded in 2006 and boasts a business model that promotes giving back. Their model is referred to as the “one-for-one concept” where they promise to deliver a pair of free, new shoes to a child in need for every sale of their retail product. The model is not only successful but also allows for the TOMS to both give back to less fortunate people AND generate profit/good public relations. The “one-for-one” business model has inspired other companies as well. Multiple companies have been created around a similar concept, an example of one being Solo Eyewear, which performs an eye surgery for each pair of sunglasses sold.

To help celebrate its nine year anniversary, TOMS unveiled its new marketing campaign initiative “One Day Without Shoes” in an effort to raise awareness for children’s health and education.

TOMS used the social media platform Instagram to push the initiative, saying that for every photo of bare feet tagged, they will give a new pair of shoes to a child in need. Unlike the previous model, purchase of TOMS is not required for participation. This initiative is unique because it allows for people outside of TOMS’ target market to help contribute the effort.

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Q2-

What are some of approaches online merchandisers could adopt to boost key performance of site performance ?

——————————— Q3-

Engagement has four parts, which can be measured both online and offline,what are they?

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