Online Learning Week 4

Design Your Own ALL IN Challenge Prize Package

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Due: Friday, April 24, 2020 at 11:59 pm

What is the ALL IN Challenge?

The ALL IN Challenge aims to be the world’s largest digital fundraiser in history by raising tens of millions of dollars to feed those in need. Food insecurity is a mounting issue but never more important than during COVID-19 and the unprecedented shortage of food resources our nation is facing. Among those most in need: students who rely on currently closed schools for several of their meals each week; the newly unemployed who are facing uncertain circumstances; and a vulnerable elderly population sequestered in their homes without access to food.

DIRECTIONS: Complete the following (you choose how to create and submit your work)

1. Review several prizes to see what patterns exist among the offerings.
2. If you had no limitations at all, what would you want to see offered?
3. Design a prize package for the ALL IN Challenge
4. Tell why you included each item of your prize package.
5. How much money do you think your prize package could raise?
6. How would you share this with the world to encourage a target market to compete to win?

NOTES:

• Feel free to explore the websites linked below to find information.
• Search #ALLINCHALLENGE on twitter to do some market research
• How you create and submit this is 100% up to you - be creative and have fun

Online Learning - Introduction to Sales

Introduction:

Selling skills are critical in organizations that rely on ongoing buying from customers or clients. The ability to build relationships with customers, persuade them to make purchases and generate repeat business is at the heart of selling. Sales is a component of a company's marketing and promotions.

Overview:

This week's activities are designed to help you begin developing skills related to selling effectively.  As we have learned in the past, people don't want to be sold.  Additionally, sales reps. often have negative reputations because of using "broken marketing."  The goal is to learn about selling and grow your individual skill set.  

These activities are designed to take 30 minutes or less per day; the equivalent of 2.5 hours for the week.  Please communicate with me if you are having difficulties or are feeling overwhelmed.  I've got your back in all of this...I PROMISE.

Office Hours:

1. Monday - Friday (10:00 - 10:30 am & 2:00 - 2:30 pm)
2. By Appointment (Message me via Schoology to Request a Meeting)

EQ - How do I develop an effective sales pitch?

1. Sales Activity 1: Sell The Pen
1. Before Learning Anything New - Create a Flipgrid to sell the pen (the specific pen is attached to the Flipgrid)
2. Create a post for this discussion board that includes the following (Please number the items to make it easy for everyone to follow):
   1. What went well with your sales pitch? 
   2. If you could do this again, what could be improved?
   3. Watch your classmates' videos and identify patterns you notice.
   4. Submit brief summary of these pattens and then submit your post
3. Submit brief summary of these pattens to thee "Pattern Recognition Discussion Board"
2. Sales Activity 2: Marketing is Broken - Yeah...I said it. So did Michael Brenner (Who is he?)
1. Video - Reflection Questions:
1. Why does Mr. Brenner believe "Marketing Is Broken?"
2. How has our class prepared you for this unbroken approach to marketing? (Post response to "Marketing is Broken Discussion Board"
2. Complete the reflection questions


3. Sales Activity 3: The Consumer Buying Process (Understanding how people really buy things)
1. Intro to Selling - Read For Understanding
1. Customer First Approach - Article - Consumer Buying Decisions
2. Vocabulary Supplement - Quizlet (Key Terminology/Topics)
2. Analyze your initial Flipgrid:
1. What would Michael Brenner think about your initial video? Provide at least one specific thing that you did that he would talk about.
2. What did you assume regarding your customers' needs?
3. What step(s) of the sales funnel did your message focus?
4. What changes would you make to use "Unbroken Marketing" to sell the pen?
4. Sales Activity 4: Sell This Pen Part 2 - FlipGrid
   1. Apply your learning to create a new sales pitch to sell the pen.
   2. Watch at least 2 of your classmates videos AND provide meaningful feeback to them as your post to this discussion board.

Learning Opportunity 1 - Review Remarkable Marketing

EQ - Why should marketing focus on being remarkable?

1. Lesson Review - "Remarkable" Marketing
2. Watch the following Ted Talk featuring Seth Godin




3. Summarize Mr. Godin's message about marketing in today's world
4. Assignment - Show & Tell 
1. Find an example of remarkable marketing used by a company during the Coronavirus Pandemic
2. Using some type of digital tool
1. Share the marketing (Loom, Canva, Adobe Spark, etc)
2. Explain why people are talking about it.
3. Submit to the DISCUSSION BOARD for this learning opportunity

Collaborative Branding Assignment

EQ - How is a competitive brand established?

1. Activator - TPS Splashdown:  What is the purpose of a brand?
2. AP - How is a competitive brand established?
3. Intro to Collaborative Branding Project
1. You have been hired as a brand developer for a new Family Entertainment Center (FEC) opening in a city with a population of approximately 200,000. Provide a branding package for the owners that would include a name for the FEC, logo, theme, store front design, interior and exterior signage, menu boards (product offering), and website.
2. Remember to use the following elements of marketing:
1. Situational Analysis
2. Target Market Analysis
3. Marketing Objectives
4. Strategies & Tactics
3. Create a marketing mix to launch your FEC using your understanding of the PLC.  Justify each decision you are making.
4. Resources:
1. Close Reading - OKC to be Named "Thunder"
2. Webinar Content - IAAPA Family Entertainment Center Trends:  The Next Big Thing (begin on slide 14)
3. Customer Persona Examples - Four Samples
4. Graphic Design Tool - Canva
5. Website Builder - Wix
5. Brief Presentations of project results *Details to follow*
6. Debriefing

Intro to Branding

EQ - How can a well-developed brand influence buyers?

1. Activator: Logo Quiz websites
1. http://www.logoquiz.net/
2. Logo Quiz 2
1. How did you know all of these?
2. What story do these logos tell?
2. Active Reading - What is a brand? (Reading Apprenticeship)
1. write questions you have
2. Unknown words
3. Key ideas
4. Summarize after each section
5. Jot notes in the margins
3. AP - Comprehension Questionnaire
1. Discussion Questions Part 1
1. What is a brand?
2. How has the term "brand" transformed throughout history?
3. How can a person in the marketing field create an effective brand?
4. TOMS Shoes - Story
1. Discussion Questions
1. How would you define the brand of TOMS Shoes?
2. How can self-awareness lead to effective brand development?
2. Discussion Questions Part 2
1. Should you consider developing a brand for yourself? Explain.
2. Do you currently have any personal branding? Explain.
5. Project - Your Personal Brand
1. How do you view yourself?
2. How do others view you?
3. Are these views congruent?  Why or why not?
4. How do you want to be viewed?
6. Prepare to develop a personal brand
1. In what channels (Place) do you currently have personal branding?
2. Analyze your current branding using SWOT Analysis.
3. Consider your various customer segments.
4. Identify what matters most to these customer segments.
5. Identify your current Marketing Mix.
7. Brand Development
1. Use the handout to generate ideas for your brand.
2. Show us what you can do.  Do it!

Additional Resources Branding Exploration

1. Brands Have a Field Day With Fantasy Football
2. The Fantasy Football Guide to Digital Marketing
3. How to Choose a Great Brand Name

Analyzing the Marketing Mix

EQ - How can a fundamental marketing strategy impact a target market?

1. Activator - 4 Corners Argument – Why is your element of the marketing mix the most important? (Extended Thinking - Constructing Support)
2. Intermission - Muddy Points
3. Quiz - Elements of the marketing mix
4. College Refrigerator Story
5. AP – Omeletteville
1. TPS - Identify elements of the video that depict the marketing mix
2. Class Discussion
6. AP – Describe the marketing strategy each company created.
7. AP - SWOT Analysis - What would you do differently to enhance the effectiveness of the marking mix?  Explain.
8. OYO - Choose an example of marketing in action and complete the following:
1. Identify each strategic element of the marketing based on the marketing mix.
2. Identify the customer persona that the marketing targeted.
3. Define the larger target market for the marketing.
4. Complete a SWOT Analysis to evaluate the effectiveness of the marketing making a connection with the intended target market.
5. Describe at least 3 ways the company could increase the number of gross impressions.
9. TOD - Muddy Points

Marketing Mix

TPS - 25 Things You've Learned So Far In SEM.

EQ - How do we influence our customers?

1. Activator - TPS - What would you need to do to sell this...
1. 1 min - Independent
2. 3 mins - Collaborative
3. 6 mins - Share
2. Discussion Question - What was your strategy?
1. TPS Splashdown:  Word Association – What do you think of when you hear the word strategy?
3. Discussion Question - Are there opportunities to use strategy in marketing now that we know who our potential customers are?
4. TPS - Handout 
1. Actively read
1. Key vocab
2. Key ideas
3. Create 2 meaningful questions (post to twitter)
2. Discussion
5. Muddy Points
6. TPS - Why is your group's element of the marketing mix the most important (HOTS - Constructing Support)
7. AP - 4 Corners Argument 
8. Intermission - Muddy Points

PBL - Mini THON

EQ - How can I help Donegal's Mini-Thon by using what I've learned in class?

1. Activator: Marketing Job Descriptions
2. Roles Needed & Job Descriptions
1. Project Lead
2. Communication & Content Manager
3. Market Research Analyst
4. Marketing Strategist
3. Team Requirements
1. Pre-Research: Summarize Group's Current Understanding of Mini-Thon
2. Situational Analysis - SA Overview
1. What is Mini-Thon?
2. What is the overall mission of the event?
3. Target Market Evaluation?
1. Who is the target market?
2. Who is actually being targeted?
4. What has currently been done to communicate Mini-Thon with the TM?
1. Identify evidence that shows each marketing mix strategy is being used.
2. Identify Tactics being used.
5. SWOT Analysis
1. What can we do to improve the conversion rate?
2. What else can we do to help the Mini-Thon?
3. How can we connect with the TM in a meaningful way?
6. Objectives - Marketing Objectives (YOU MAY NEED MORE THAN ONE)
1. What are you trying to accomplish?
2. How will you know that you've succeeded?
3. Create a deadline.
7. New Marketing
1. Customer Persona
2. New Marketing Strategies
3. New Marketing Tactics
3. Evaluation Metrics; How will you measure the effectiveness of each of your market tactics at improving the conversion rate?
1. Which strategies and tactics will work? 
2. How do you know each will work?
4. Execute - Prepare your marketing strategies and tactics

Developing a Customer Persona

EQ - How do we find a viable target market?

1. Activator: CP - Describe Your Best Friend
2. Customer Persona - The Story of the Ideal Customer
1. Introduction - Handout (Read for Understanding)
2. CP - Revisit the Activator - Was this similar to a Customer Persona? Explain.
3. Class Collab - Generation Z Summary
1. Evaluating Subgroups
2. How would you support this with evidence?
4. Class Collab - Sample Customer Persona
5. CP - Create a Customer Persona for a subgroup of Gen Z
3. Independent Assessment - Develop a Customer Persona
1. Resource - Buffer Social
2. Quiz Prompts posted to Schoology
3. Rubric Distribution
4. If time permits - Intro to Mini-Thon PBL

Assessment - Methods of Market Segmentation

Continuation of previous classes:

1. Final Prep - 5 mins
2. Presentations
3. Reflection
1. How were the campaigns similar?
2. How were they different?
3. Why were they different?
4. Was anything you created remarkable? How do you know?
4. Quiz
5. 21st Century Skills Assessment
6. If time permits - Intro to customer personas

Methods of Market Segmentation - Part 2

EQ - How can I use the methods of market segmentation to create remarkable marketing?

1. Activator: Super Bowl Commercial 
1. Who is being targeted?
2. How do you know?
2. Independent
1. Read for Understanding (Remember Annotation Rules)
2. Identify the two most valuable pieces of the article.
3. Discussion Question - Key idea (connects with last class)
3. Collaborative
1. Generational Differences Analysis
2. Solve the puzzle:
1. What does all of this really mean?
2. How can this information help marketers connect with their intended audience?
4. Collaboration - Generational Pizza
1. What marketing would you create to encourage each generation to purchase a pizza (use your analysis to support your idea(s).
5. AP - How would you describe the characteristics that define your generation?
6. Debriefing
1. Cross Group Collaboration (Groups of 3 - One person from each rotation)
1. What did you learn today?
2. Struggles?
3. Get Help

Intro to Marketing (Day 3)

EQ - How can we create the remarkable?

1. Twitter Account Activation
1. @justinhill33
2. #marketingwithhill
2. Activator - Highlight Reel
1. Know, Think You Know, Want to Gain
2. Take out your materials from the last two classes.
3. TPS - Identify the Top 3 items you learned from last two classes.
3. Intro to Marketing
1. Defined
2. Goods, Services, Transactions
3. Marketing Concept
4. Evaluate People
5. Methods of Market Segmentation
4. Data Analysis (Instagram)
1. Teacher-led demo
2. Categorize the info into M.O.M.S. categories
3. Describe Teacher's online identity
5. Personal Data Analysis
1. Your Turn w/ Your Account
2. Categorize
3. Describe your online identity
6. Reflection Questions:
1. Describe your thoughts on what you learned today.
2. What does this really mean?
3. How can this help you create remarkable marketing?
7. TOD/HW - 21st Century Skills Assessment

Intro to Marketing - Day 2

EQ - What is marketing?

1. Activator - Twitter Assignment (officially starts Monday)
2. Direct - "You Can't Buy Attention"
1. What is remarkable?
1. Examples - Purple Cow, Others?
3. Independent
1. Interruption Analysis
4. Collaboration
1. Identify something remarkable that is currently the focus of the sports or entertainment industries.
2. Identify what makes it remarkable.
3. How/Where are the conversations happening?
4. Show & Tell
1. Create a visual aid to show off your findings
1. Images
2. Video
3. No text
5. Discussion/Debriefing
6. 21st Century Skills Self-Assessment

Intro to Sports and Entertainment Marketing

EQ - What are the expectations that I must meet to be successful in this class?

1. Find Your Seats
2. Group Organization
3. Hybrid - All materials are found in Schoology
1. Direct
1. Class Overview
2. Student Survey
2. Independent
1. Personal SWOT Activity
2. SWOT Reflection - Turn this in
3. Collaborative
1. Mind Map - "Just Care"
2. Self-Reflection - Turn this in
4. Debriefing
1. Just Care
2. Q&A
3. What's Next

Final Marketing Plan - My Band Challenge

This project will allow you to create a marketing strategy for an up-and-coming musician.  You may choose a band from the Launch Music Conference website or use a band with members from DHS.

PART 1

1. Graphic Organizer - Use this to complete the situational analysis 
1. You can print a copy of this or take notes on paper that follows this format.
2. Review the elements of a Situation Analysis
1. Historical Overview
2. Industry Overview
3. Current Marketing Trends within the industry
4. Current Marketing in use
5. SWOT Analysis
6. Analysis Summary
3. Recommendations:
1. Choose a band/musician from the Launch Music Conference Event Page
2. Make a List of 25 Things About the Band
1. Visit the band's site
2. Search Social Media
3. Google News and Info
4. Create a sim-card foldable to organize the 4 P's you see
3. Compose a Situation Analysis
4. Analyze using SWOT

PART 2

1. Mini-lesson – Market Segmentation
1. Process of Market Segmentation
2. Purpose
2. Defining the Target Market *
1. Identify the band's target market using the methods of segmentation
2. Justify this decision in a one-paragraph response
3. Remember *This market must be meaningful*
3. Objective Development *
1. What does the band do (Be absolutely specific - we know they make music, but what separates them from everyone else?)
2. Establish goals for the band (Why does this band exist)
3. Create Marketing Objectives
4. Mini-lesson – Strategies & Tactics
1. Defined
2. Connection to each other
5. Strategy Development *
1. Your experiences and materials from class should help you 
2. *REMEMBER* What are you and the band trying to achieve by creating this marketing plan?  These strategies must align with the Mission Statement.
6. Tactic Development *
1. Develop at least 5 tactics to execute your strategy for promoting the band
2. See the project guidelines handout for additional details
3. *Remember* You may need to incentivize fans to help you
7. Evaluate Promotional Goals
1. How will you know if your plan is working?
8. Launching the Marketing Plan
1. Organize the overall promotional plan
2. Create a timetable for implementation
3. Determine your benchmark assessments to determine the success of the plan
4. Establish deadlines to modify and adjust the plan as necessary
9. Supplementary Materias
1. What materials exist that can support your plan?
2. Have you referenced them throughout the marketing plan?

Intro to Sales

EQ - How do I develop an effective sales pitch?

1. Activator - Sell This Pen
1. Create a Flipgrid to sell your pen
2. What went well? 
3. What could be improved?
2. Sales Process
1. Intro to Selling - Read For Understanding
2. Customer First Approach - LINK Article
3. Sales Pitch Questionnaire - Shark Tank
1. Was this an effective sales pitch?  Why or why not?  (provide at least 3 points of support)
2. Identify what the Sharks were looking for to say yes.
3. Was a relationship developed between the sales person and the prospective customers?  Explain.
4. Compare and Contrast the your sales pitch to the lessons presented
1. What patterns can be identified that are beneficial to a sales pitch?
2. What errors were made in your initial pitch?
3. Describe how you would change you initial sales pitch.
5. Sell This Pen Part 2 - FlipGrid
6. Evaluation Process
1. Measure the amount of time each person spoke. 
1. Was it more of a monologue than a dialogue?
2. How close to the 80/20 recommendation were you?
2. Identify the step taken to qualify the buyer.
3. Identify the step/words that identified the motive.
4. Identify how the seller acknowledged the communication of the buyer AND if/how the seller connected to the buyer with authenticity.
5. Did the seller mention anything that communicated scarcity?
7. Franchise Development Groups
1. Use what you have learned to create a sales presentation to sell your franchise to a billionaire.  
2. Presentations will occur Tuesday during class.

Pro Sports Franchise Development

Welcome to the Commissioner's Office!

You have been approached by the New Team Development Group to create a new professional sports team.  You must research cities in the United States that do not currently have an pro team in the league of your choice (NFL, NBA, MLB, NHL, etc).  Select a city and justify why this city is the best location for a new team.  To do this, consider the methods of market segmentation.  Include the demographics of the city, the geography, transportation methods, and other items you believe impact your decision.  Once you have selected your city, go to Google Maps to find a map of the city.  You must determine where to build the team’s stadium.  Create a team name that represents the city and/or its inhabitants.

After making this decision, explain (in writing) the decisions you have made. **Note – The quality of your writing WILL BE EXTREMELY important for future activities** 

Every team must have a uniform.  Let your creativity run wild and design your team’s uniform.  Think about color schemes and how these decisions might affect buyer behavior.  Remember, sports teams make a lot of revenue from sales of team apparel.

Lastly, create a presentation to announce your new team to the class using technology other than PowerPoint or Google Slides

EQ - How are the fundamentals of marketing used to develop a Sports Franchise?

1. Activator - 25 Things All Professional Sports Cities Have In Common
2. Welcome to the New Team Development Group
3. Introduction to Project
4. City Research - Use your understanding of Buyer Behavior and Market Segmentation to complete the following tasks:
1. Research 2 U.S. cities that may WANT an new sports franchise (your group can choose the league)
2. Analyze the inhabitants of the city 
1. Demographics, Pyschographic, Behaviors, and Geographics
2. Motivations, Perceptions, etc.
3. Compare and contrast the 2 cities and make your final city selection
5. Use Google Maps to show the location of the stadium within your chosen city
6. Develop a Brand for your new franchise
1.  Create a team name based on the history, heritage, or cultural identity of the city's inhabitants
2. Using a uniform design generator create a uniform for your franchise - Choose colors that match this area for your uniform

Evaluating The Marketing Mix

EQ - How can a fundamental marketing strategy impact a target market?

1. Activator – Muddy Points Review
2. AP - Collaborative Pairs Magazine Review
3. Identify the Target Market
4. Explain the Customer Persona used to develop the ad
5. Identify the elements of the marketing mix in the ad
6. Evaluate the effectiveness of the ad at making a connection with the target market
7. Show & Tell
8. Muddy Points Grab Bag

Analyzing the Marketing Mix

EQ - How can a fundamental marketing strategy impact a target market?

1. Activator - 4 Corners Argument – Why is your element of the marketing mix the most important? (Extended Thinking - Constructing Support)
2. Intermission - Muddy Points
3. Quiz - Elements of the marketing mix
4. College Refrigerator Story
5. AP – Omeletteville
1. TPS - Identify elements of the video that depict the marketing mix
2. Class Discussion
6. AP – Describe the marketing strategy each company created.
7. AP - SWOT Analysis - What would you do differently to enhance the effectiveness of the marking mix?  Explain.
8. OYO - Choose an example of marketing in action and complete the following:
1. Identify each strategic element of the marketing based on the marketing mix.
2. Identify the customer persona that the marketing targeted.
3. Define the larger target market for the marketing.
4. Complete a SWOT Analysis to evaluate the effectiveness of the marketing making a connection with the intended target market.
5. Describe at least 3 ways the company could increase the number of gross impressions.
9. TOD - Muddy Points

Intro to the Marketing Mix

TPS - 25 Things You've Learned So Far In SEM.

EQ - How do we influence our customers?

1. Activator - TPS - What would you need to do to sell this...
1. 1 min - Independent
2. 3 mins - Collaborative
3. 6 mins - Share
2. Discussion Question - What was your strategy?
1. TPS Splashdown:  Word Association – What do you think of when you hear the word strategy?
3. Discussion Question - Are there opportunities to use strategy in marketing now that we know who our potential customers are?
4. TPS - Jigsaw 4 P's - Frayer Foldable - Introduction to Marketing Strategy (The Marketing Mix)
1. 1's - Product
2. 2's – Price
3. 3's – Place
4. 4's – Promotion
5. Muddy Points
6. TPS - Why is your group's element of the marketing mix the most important (HOTS - Constructing Support)
7. AP - 4 Corners Argument 
8. Intermission - Muddy Points