Improving Coworking Hub Industry in Lawrence, Kansas
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Business Writing Spring 2020 1. 2018 Retail Market Report Findings, as reported in Lawrence Journal World 2. Lawrence Chamber of Commerce, Priorities for Growing Froward BUSINESS PROPOSAL POINTS POSSIBLE:140 DUE: FRIDAY, APRIL 24 AT 11:59PM Your Task You are working for the Lawrence Chamber of Commerce to identify new businesses to recruit to Lawrence, KS. The 2018 Retail Market Report found an overall commercial vacancy rate for Lawrence of 8.1% and a 13.5% vacancy rate in downtown1. This number represents a trend of increasing vacancies; the citywide vacancy rate is the highest since 2006, up from 7.4% in 2015. The Chamber and other city leaders want to reverse this trend; the Chamber is tasked with identifying new businesses to fill the vacant commercial properties. The Lawrence Chamber of Commerce identified 5 core initiatives to define economic growth for Lawrence & Douglas county2. You are working on the Business Recruitment & Marketing committee. Identify a new business for the Chamber to recruit to Lawrence. This can be an existing chain store (who could open a Lawrence location) or a small business (you need to explain the type of business). Write a proposal to the Chamber explaining the business to recruit to Lawrence. Your proposal should persuade the reader that this new business can be successful in the Lawrence community. Audience The Chamber President is your primary audience. Make sure your report can be understood by a general audience; the Chamber frequently posts information on their website for the public to access. Topics to Cover in the Proposal Your report should cover all 5 topics listed below. Use evidence in each section to persuade your reader. Write a heading for each of the 5 sections; do not use the topics listed here as the heading. See the Business Proposal video for examples. You should have at least 2 paragraphs of information under each topic. 1) Industry Information & Consumer Trends: Research the industry and consumer trends relevant to your selected business. 2) Lawrence Information: Include information about the city of Lawrence and the Lawrence population that is relevant to your selected business. For example: population in your target market, population growth, average income, education level. 3) Competition in Lawrence: Explain the competition in Lawrence (and/or neighboring communities) that currently exists for your business. 4) Comparison Cities: Provide information about 3 comparison cities. Compare the cities on 4 criteria (refer to the example criteria below, you are welcome to use other criteria as needed persuade your reader). Create a table so the reader can quickly determine how Lawrence compares on your selected criteria. Cite the source of each piece of evidence in the table following the example provided in the Business Proposal video. Write at least 2 paragraphs before the table to highlight key information and persuade the reader that Lawrence is an ideal city for your proposed business. Business Writing Spring 2020 Example Comparison Criteria: Real estate costs, average income, sales tax rates, population growth, current competition in the area, available workforce, cost of living, average salary, education level) 5) Marketing Strategy: Provide an explanation of the marketing strategy (for both customers/clients and employees) the new business should use to be successful. Your recommendations must be based on evidence. You do not need a conclusion for your proposal; end your proposal with the marketing strategies. Research Requirements Your proposal must be supported by high-quality evidence. Consider the type of evidence that your reader will value. In the text of your proposal, cite your 8 sources following the Citation Guidelines on Blackboard. Your report will include: • A total of 8 sources. Use the Library Research Guide (in Module 13) to start. You are welcome to use credible sources not listed on the research guide as needed. • You are welcome to use more than 8 sources as needed to create a persuasive proposal. • Include a reference list with all sources cited in the proposal. Follow the Citation Guidelines and the reference list example provided on Blackboard. Proposal Requirements Your proposal should demonstrate the principles of effective business writing covered this semester. • You must use at least 2 visual elements (1 table of comparison cities; 1 other visual) • Start your proposal with a 1-paragraph executive summary (citing evidence) • Follow the format guidelines on the Business Proposal Format document on Blackboard Length: Your proposal should be approximately 2.5 to 3pages. You will not earn points just for reaching this page length; please refer to the rubric for grading criteria. However, most students require at least 2.5 pages to fulfill the goals of the assignment. Grading: Please review the rubric on Blackboard. Research Summary & Proposal Draft Your Research Summary (10 points) and draft (10 points) are both due to Blackboard before the Business Proposal deadline. Please see the course schedule for due dates.
CONTENT:
Improving Coworking Hub Industry in Lawrence, Kansas
Prepared by ( Your Name)
April 17, 2020
Executive Summary
Recent studies show that students and young professionals have a tendency to utilize ‘coworking spaces’ for their projects. They use it for a variety of circumstances such as studying, working, and or meeting, among others. Accordingly, Lawrence’s socio-demographic character and financial potential make it a viable region for improving the coworking industry. In fact, some studies show that the population of the city as well as the local economy is bound for growth in the succeeding years. Thus, it would be best to focus one’s resources on expanding the coworking industry in the city, especially considering the enormous potential of the place.
Socio-demographics of Lawrence, Kansas
As of 2018, reports show that it has a population of about 97,286 people (Lawhorn). Since the city is home to the University of Kansas, which is one of the most prominent universities in the region, it is estimated that around 30,000 residents of the city are university students coming from different places, not only in America but also around the world. This is the reason why the town has a significantly higher population of college students compared to the whole of Kansas (Figure 1).
In addition to this, the city is regarded as one of the best places to live in for young and aspiring professionals. The unemployment rate is 3.3%, which is significantly lower than the national rate of 4.1% (Pilny). The median income is also around $49,297, and studies show that the highest-paid ethnicity are Asians.
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Instructions: CREATIVE BRIEF Assignment
Client:
Date:
Assignment:
Client Signed By:
Briefed By (your names here):
Due:
PROJECT DESCRIPTION /1
This project should showcase the new slogan of Pepsi – Dare for More. It must have a strong impact to its viewers through the use of visual elements and a catchy storyline that would leave a sort of an emotional aftertaste to the viewers. In line with the current day issues, it must include the use of actresses as the protagonists, while also showing Pepsi in strategic focal points.
WHAT ARE THE COMMUNCIATIONS OBJECTIVES? (Behaviour you’re trying to change) at least 2 /4
This video should show difference from the norm as envisioned in Pepsi’s slogan. This effect could be measured by the reactions of the people about the advertisement itself relative to the advertisements of our competitors. Based on the reactions of the audience to this difference, the brand could change its packaging to entice more customers. Additionally, this is relevant because of the strength of the competitors in establishing a strong brand identity. Lastly, this experiment would be done for this quarter.
Another objective of the video is to show its concern for the current issues in society. The perceptions of the people towards this corporate social concern (i.e., current issues in feminism) could be measured through surveys (Bunting, 2004). By doing this, the company could also leverage helping others while also increasing its brand recognition relative to others. The observation for the results of this experiment would be done within a month.
WHO IS THE TARGET AUDIENCE? /4
The target audience would be the youth who are residing in the urban areas.
In terms of geographic segmentation, the advertisement would target those in the cities that has access to both the advertisement as well as the product itself. This would optimize the effectivity of the advertisement in communicating its message.
As for demographic segmentation, it would focus on the youth. The primary reason for this is because people of old ae would have many dietary restrictions, and this allows soda. Thus, in order to increase the effectivity of the commercial, we would focus more on the said population.
In terms of behavioral segmentation, it would be best to direct the advertisements towards both who already knows Pepsi as well as those who don’t. However, focusing on those who don’t would also be effective as it would help increase its consumer base (Trott, 2016).
In terms of psychographic segmentation, focusing on the youth would be advantageous because of the trend these days to “think differently”. In turn, through the consumption of the product, this message would be emphasized.
WHAT IS THE CONSUMER INSIGHT? /2
“I think that these days, doing things ‘differently’ also refers to the company’s focus towards giving back to the society. This is what a strong brand means. A brand that resonates with the issues happening around them”.
WHAT IS THE BENEFIT WE ARE TRYING TO COMMUNICATE? /2
The benefit that we are trying to communicate is the chance to be “different” and the idea to achieve more
WHAT CAN WE OFFER AS SUPPORT FOR THIS? /1
In order to realize this project, Pepsi would offer all of the support that it could provide as long as it is within the scope of the conditions and agreements provided thereof. This includes financial, logistics, and informational support among others.
WHAT IS THE BRAND’S CREATIVE STRATEGY/CAMPAIGN THEME?
Campaign Theme /1
The main campaign theme would revolve around Pepsi’s current slogan “Dare for More”
*Appeal Technique(s) /2
In order to increase the appeal of the advertisement, we would include general issues these days and incorporate it to the overall theme of the advertisement.
*Creative Tactic(s) /2
We would also include throngs of people singing in the background in unison. The song must be one that would elicit a strong emotional appeal.
WHAT’S REQUIRED / MANDATORIES/ EXECUTIONAL CONSIDERATIONS? /2
This video must put into focus Pepsi’s slogan, have a relevance to current day issues, and have a strong emotional appeal to all the viewers.
References
Bunting, M. (2004, March 31). The death of feminism? Retrieved from BBC.co: http://news.bbc.co.uk/2/hi/programmes/if/3579565.stm
Trott, O. (2016, August 28). Behavioral & Psychographic Segmentation : How To Develop Buyer Personas. Retrieved from Medium.com: https://medium.com/data-dump/behavioral-psychographic-segmentation-how-to-develop-buyer-personas-17498dde968f
*list ONLY three between the two
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Instructions: Hello, I will attach the file with the main points of the essay and even some material but There should NOT be any citations and references to any material, just to theories and models, examples and definitions etc. Please tell me if something is not clear
Hello, I will attach the file with the main points of the essay and even some material which was collected but There should NOT be any citations and references to any material, just to theories and models, examples and definitions etc. Please tell me if something is not clear
QUESTION
Byron Sharp’s ‘How Brands Grow’ has become an important guide for many brand managers and many of his concepts have been embraced by some of the world’s biggest brands.
a. Explain Byron Sharp’s ‘Double Jeopardy Law’ and what it means for brand managers who want to grow a small brand.
b. Explain the concept of ‘Memory Structure’ and provide an example of a brand that has used a ‘Distinctive Brand Asset’ to help build ‘Memory Structure’
Double Jeopardy
If a large brand (i.e. 800 customers) and a small brand (i.e. 200 customers) retain their market share when 100 customers switch in a period, the big brand gains and loses 12.5% of its customer base, while the small brand gains and loses 50%.
Half of the small brand’s customers are exchanged!
The secret to penetration gain is to develop ‘memory structure’ and be top of mind when the consumer has a ‘job to be done’
Distinctive assets, like design elements, colours, celebrities, activations, etc. all help to build memory structure.
A brand with strong memory structure most likely to be top of mind at the purchase decision moment.
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Instructions: Details:
12 pt. Times New Roman font
Double-spaced
1″ margins
Last name and page numbers as headers
In-text citations, if possible
Prompt:
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significantly. The primary response may take a week or more to develop fully and
establish memory. The secondary response is rapid and relies on the activation of clones
of memory cells. Would it not be better if clones of reactive cells were maintained
regardless of prior exposure? In this way, the body could always respond rapidly to any
antigen exposure. Would there be any disadvantages to this approach? Why?
2. Jack and Jill were badly burned in an accident at the well and both were taken to the burn
unit of the local hospital. The burns covered only a small area of skin so grafts were
prepared for both patients from the skin of Jack’s thigh. Jack’s graft was successful and
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rejection of her graft?
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