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dc.contributor.advisorMacMillan, Amy
dc.contributor.authorHayden, Evan
dc.descriptioniv, 49 p.en_US
dc.description.abstractThis 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. inen_US
dc.relation.ispartofKalamazoo College Economics and Business Senior Individualized Projects Collection
dc.rightsU.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
dc.titleMarketing Revival : A Social Media Marketing Plan for a Small Businessen_US
KCollege.Access.ContactIf you are not a current Kalamazoo College student, faculty, or staff member, email to request access to this thesis.

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  • Economics and Business Senior Individualized Projects [1120]
    This collection includes Senior Individualized Projects (SIP's) completed in the Economics and Business Department. Abstracts are generally available to the public, but PDF files are available only to current Kalamazoo College students, faculty, and staff.

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