Marketing Revival : A Social Media Marketing Plan for a Small Business
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This paper outlines and details a social media marketing plan aiming to improve the brand awareness of a small contract funeral director business. With cremation rates rising in the death care industry, it has become increasingly more important for morticians and funeral directors to create brand awareness. Social media marketing is an untapped opportunity in this market that this project intends to utilize. The purpose of this marketing plan is to offer Michael Karschnia LLC a new approach at consumer relationship building. After the introduction, this paper will outline existing literature about marketing strategy, social media marketing, differentiation, and consumer loyalty. This literature is then connected and examined in relation to this project specifically in the connection section. Moving from the research portion of this project to the application, the marketing plan begins with a situational analysis of the death care industry. The macroeconomic and microeconomic environments, along with regulatory factors influencing the death care industry are examined and related to Michael Karschnia LLC. The marketing plan continues to elaborate on the consumer research obtained through contacting funeral homes in southeast Michigan. The marketing four p's, with a focus on the utilization of social media, are discussed before examining the break-even financials for the marketing plan. in
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