[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-169559-en":3,"doc-seo-169559-105":30,"detail-sidebar-cat-1-en-105":90},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":11,"category_id":12,"category_name":13,"doc_title":14,"doc_description":15,"doc_content":16,"file_id":17,"file_url":18,"file_type":19,"file_size":20,"view_count":11,"is_deleted":4,"is_public":11,"is_downloadable":11,"audit_status":11,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":27,"seo_description":15,"update_tm":28,"read_time":29},169559,13056703020460,"Valentina","https://ap-avatar.wpscdn.com/avatar/be000253dac470eee5d?_k=1778207105932848923",1,11,"Presentations","Touchstone 4 - Create a Marketing Proposal","Create a detailed marketing proposal for Somethin’s Brewin’ Cafe’s second downtown location, applying core marketing principles to support expansion goals. Define campaign objective and justify the chosen advertising type, then profile the target audience by proximity, visit motivations, pre-visit experiences, and app-driven incentives. Develop a content strategy using the 5A framework (awareness, appeal, ask, act, advocate), include pretesting and performance measurement using post-testing methods. Recommend a digital marketing approach with tools, roles, and outcomes, supported by a budget approach and campaign planning structure for a 6–8 page submission.","Touchstone 4: Create a Marketing Proposal\nSCENARIO: Somethin’s Brewin’ Cafe has made it through its first year… and it has been incredibly successful! The owner has decided to expand the business by opening a second location in town in the busy downtown area. A downtown sandwich shop recently closed so the owners could retire, but the location is perfect to meet the needs of busy professionals, students from the local university, and families who take time to visit the shops, museums, and ongoing events downtown. Now, Somethin’s Brewin’ Cafe has taken over this spot as its second location.\u000b\u000bThe owner realizes that they need to take a more strategic approach to marketing to ensure that the community knows that the quality of service and fresh, organic offerings at the original uptown location will be duplicated in the downtown location. In other words, they need a marketing plan. The owner realizes that they need to remain very focused so that they don’t spend too much of their funds on promotions that will not grow the business, so they have hired you to help implement a marketing plan.\u000b\u000bASSIGNMENT: Your task is to prepare a detailed proposal that synthesizes and applies principles of marketing to help the owner achieve their goals. Your proposal will be 6-8 pages and it must include the following content areas:\nCampaign Objective\nTarget Audience\nContent Strategy\nDigital Marketing\nBudget Approach\nIn order to foster learning and growth, all work you submit must be newly written specifically for this course. Any plagiarized or recycled work will result in a Plagiarism Detected alert. Review \u0013 HYPERLINK \"https://app.sophia.org/tutorials/touchstones-academic-integrity-guidelines\" \\t \"_blank\" \u0014Touchstones: Academic Integrity Guidelines\u0015 for more about plagiarism and the Plagiarism Detected alert. For guidance on the use of generative AI technology, review \u0013 HYPERLINK \"https://app.sophia.org/tutorials/ethical-standards-and-appropriate-use-of-ai\" \\t \"_blank\" \u0014Ethical Standards and Appropriate Use of AI\u0015.\nA. Directions\nRefer to the lists below throughout the writing process. Do not submit your Touchstone until it meets these guidelines.\nStep 1. Consider the Proposal Objectives\nThe owner has made some decisions about advertising for the second location. She wants to encourage downtown consumers to come in and try a free specialty item with a purchase. Another goal is to convince consumers to download the new Somethin’s Brewin’ app to earn points on every purchase and get free delivery within five miles of the downtown location. It will be important to get in front of as many consumers as possible to incentivize them to come into the cafe for the coffee, baked goods, soups, and sandwiches that have made Somethin’s Brewin’ a local favorite.\nStep 2. Create Proposal Document\nUse a Microsoft Word or Google Document to outline and organize your proposal by considering the information below and responding to the prompts in each section.\nCreation of a Campaign Objective\nThe campaign objective will serve as the foundation for the campaign strategy, tactics, and metrics as you continue to develop your proposal. Respond to the following prompts:\nWhich objective would be appropriate for the new location’s advertising? Choose from: informative, persuasive, comparative, or reminder advertising. Write out the campaign objective.\nProvide rationale for your recommended advertising objective. Your rationale should explain why your choice of the campaign objective supports the goals of the owner of Somethin’s Brewin’.\nAnalysis of Target Audience\nThe owner has stated that the target audience for the downtown location is based on their proximity to the new Somethin’s Brewin’ Cafe. Respond to the following prompts:\nDescribe why it would be important for the owner to develop a customer profile that characterizes consumers in terms of:\ntheir proximity to the downtown location\ntheir reason for visiting the café\nwhat experiences they might be having before thei","cbCairN0TadisZri","https://ap.wps.com/l/cbCairN0TadisZri","docx",19337,4,"English","en",105,"# Campaign Objective\n## Advertising objective selection and rationale\n# Target Audience\n## Customer profile by proximity, visit reasons, experiences, and app motivation\n## Demographic and psychographic description\n## Push vs pull strategy\n# Content Strategy\n## 5A framework: awareness, appeal, ask, act, advocate\n## Content pretesting approach\n## Measuring digital marketing effectiveness with post-testing\n# Digital Marketing Recommendations\n## Three digital tools selection and use\n## Expected outcomes: information spread, demand stimulation, customer satisfaction, sales stabilization, cost management","[{\"question\":\"What campaign objective should be used for the new downtown location’s advertising, and why?\",\"answer\":\"Choose an objective (informative, persuasive, comparative, or reminder) that best supports the owner’s goals of encouraging trial and app downloads. 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For each tool, explain how it supports one or more outcomes such as spreading information, stimulating demand, improving customer satisfaction, stabilizing sales volume, and managing customer acquisition cost.\"}]","Touchstone 4 - Create a Marketing Proposal | DOCX",1788257234,2,{"code":4,"msg":31,"data":32},"ok",{"site_id":24,"language":23,"slug":33,"title":14,"keywords":34,"description":15,"schema_data":35,"social_meta":85,"head_meta":87,"extra_data":89,"updated_unix":28},"touchstone-4-create-a-marketing-proposal","",{"@graph":36,"@context":84},[37,52,67],{"@type":38,"itemListElement":39},"BreadcrumbList",[40,44,47,50],{"item":41,"name":42,"@type":43,"position":11},"https://docshare.wps.com","Home","ListItem",{"item":45,"name":46,"@type":43,"position":29},"https://docshare.wps.com/template/","Template",{"item":48,"name":13,"@type":43,"position":49},"https://docshare.wps.com/template/presentations/",3,{"item":51,"name":14,"@type":43,"position":21},"https://docshare.wps.com/template/touchstone-4-create-a-marketing-proposal/169559/",{"url":51,"name":14,"@type":53,"author":54,"headline":14,"publisher":56,"fileFormat":59,"inLanguage":23,"description":15,"dateModified":60,"datePublished":61,"encodingFormat":59,"isAccessibleForFree":62,"interactionStatistic":63},"DigitalDocument",{"name":9,"@type":55},"Person",{"url":41,"name":57,"@type":58},"DocShare","Organization","application/vnd.openxmlformats-officedocument.wordprocessingml.document","2026-09-04","2026-09-01",true,{"@type":64,"interactionType":65,"userInteractionCount":21},"InteractionCounter",{"@type":66},"ViewAction",{"@type":68,"mainEntity":69},"FAQPage",[70,76,80],{"name":71,"@type":72,"acceptedAnswer":73},"What campaign objective should be used for the new downtown location’s advertising, and why?","Question",{"text":74,"@type":75},"Choose an objective (informative, persuasive, comparative, or reminder) that best supports the owner’s goals of encouraging trial and app downloads. 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