MKT1200 APPLIED MARKETING - Jarts Project F2023 (2).docx654574660947e57307

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MKT1200 APPLIED MARKETING Reintroduce Jarts (Lawn Darts) to the Canadian Market Introduction: Lawn darts - also known as Jarts - were once a popular outdoor game enjoyed by many Canadians. However, due to safety concerns, they were banned from the Canadian market in 1989. Read more about The Rise and Fall of Lawn Darts in this article by Mashable.com. Introduction: The Scenario: What is a Marketing Plan? What are the Timelines for this Project? What will this Marketing Plan Contain? Section 1: Target Market, Competitive Analysis & Situation Analysis (50 points) Section 2: Product/Market Objectives & Positioning Statement (40 points) Section 3: The Marketing Mix (100 points) Section 4: Budget and Implementation Plan (50 points) Final Plan Submission (300 points) How To Prepare An Elevator Pitch Group Participation Report Group Participation Report References/Citations The Scenario: Your professor has just inherited the patent for Jarts - a lawn darts game first introduced in the 1960s as a fun, outdoor game for kids and families to play together. These items were 12 inches long, with a heavy metal tip and decorative plastic fins at the other end. The object of the game was to throw the darts high up into the air, hoping to have them land within a circular target placed thirty feet apart. Players could win three points for getting the darts in the ring and one point for getting it within a dart’s length of the target. The first team to reach eleven points would be declared the winner! As national safety standards began to change in the 1970s and consumer complaints of safety began to rise, retailers moved the Jarts

from the children’s toy sections of their stores to the sporting goods areas, hoping this would deter children from playing with the game. However, it did not stop children from playing with the toy when their parents were not looking. Between 1978 and 1987, hospital emergency rooms treated a reported 6,700 lawn dart-related injuries in the United States alone, with 75% of those injuries involving children. The United States officially banned the sale of lawn darts in 1988, and Canada followed suit in 1989. Since then, they have not been legally sold in stores. As an entrepreneur, your professor believes that the time to recapture some childhood memories is now and they are looking to invest $500,000 into the Canadian market to do so. They believe that your team has the idea that will get them started! This marketing plan project explores the opportunities and challenges associated with the reintroduction of lawn darts to the Canadian market. By addressing safety concerns, targeting the right audience and leveraging effective marketing strategies, you will aim to demonstrate the viability and potential success of bringing back this nostalgic game. What is a Marketing Plan? A marketing plan is a document that details how you’re going to execute your marketing strategy. It’s written to cover a specific period of time and explains both your current situation and your future plans. Your team will act as consultants by providing recommendations through the articulation of a marketing plan to your employer - the CEO of Jarts Canada. Your idea must be presented in a manner that will “win” you this multi-million dollar account and the potential to earn hundreds and thousands for your consultation company. What are the Timelines for this Project? To stay on track with the requirements of this project, follow the guidelines and timelines listed below: Section Due Grade / Point Value Due Date Team selection No grade value Friday, September 29 before 11:00 p.m. Elevator Pitch 10 points Friday, October 13 before scheduled time . Section 1: Target Market, 50 points Friday, November 3

Competitive Analysis and Situation Analysis ( Draft ) before 11:00 p.m. Section 2: Product/Market Description, Objectives and Positioning Statement ( Draft ) 40 points Friday, November 10 before 11:00 p.m. Section 3: The Marketing Mix ( Draft ) 100 points Friday, November 17 before 11:00 p.m. Section 4: Budget and Implementation Plan ( Draft ) 50 points Friday, November 24 before 11:00 p.m. Final Project Due 300 points Friday, December 1 before 11:00 p.m. Pitch Presentation 50 points During scheduled class time (presentation schedule to be determined) Total points for project /600 points (or 20%) What will this Marketing Plan Contain? Team Selection: You will choose a team of no more than 5 students by the deadline provided by your professor. Choose your team based on work ethic, knowledge, dependability and each member’s skills to help you earn the highest grade possible on all parts of this project. Students without teams by the deadline will be randomly placed into teams by the professor. Once assigned, teams are not subject to change without the permission of the professor. Elevator Pitch: An elevator pitch is a short speech (no more than 2 minutes in length) that is used in marketing to communicate the value of a product, service or recommendation that will encourage decision makers to take action. By the deadline provided, you and your team must deliver an elevator pitch that will make the CEO of Jarts decide to include you on the list of teams invited to pitch a marketing plan for the reintroduction of Jarts. For more information on an elevator pitch (what it is, how to approach it and templates to consider), go to page 10 of this plan outline.

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Section 1: Target Market, Competitive Analysis & Situation Analysis (50 points) You will submit this section to your professor by the deadline expressed as a draft meant to receive valuable feedback on how to improve upon its contents. Students who make necessary changes as they are suggested and place the revised content into their final plans generally score higher on the final submission. All draft and final submissions must be accompanied by a Group Participation Report . Target Market (20 points): In this section, you will describe the ideal customer for Jarts based on their needs (the customer’s needs - not Jarts!). To accomplish this, you will describe the segments of the market you intend to serve based on demographic, geographic, behaviour and psychographic segmentation variables. Once complete, you will use this information to create a buyer persona for your ideal customer(s) and defend your choice(s) of the primary audience(s) for this product. All research and information must be properly cited (using in-text APA format) and full citations included in the references/citations section of your final report. For more information on market segmentation and developing a buyer persona, go to Chapter 6 of your Applied Marketing textbook . It may be necessary for you to include your buyer persona in the Appendices section of this report. If this is the case, please include a brief summary of your buyer persona and the phrase “Please find a full buyer persona representation in the Appendices of this project” to ensure it is not overlooked when grading. Competitive Analysis (10 points): In this section, you and your team will analyze the current market for outdoor games, identify and compare at least 3 different competitors offering similar products or alternatives to Jarts. You will assess their product attributes, marketing efforts, price strategy and safety features against those of Jarts’ to gain a better understanding of the competitive landscape. All research and information must be properly cited (using in-text APA format) and full citations included in the references/citations section of your final report. Use the template provided here to simplify creating and organizing your competitive analysis . It may be necessary for you to include your competitive analysis in the Appendices section of this report. If this is the case, please ensure to include a brief summary of your key findings and the phrase “Please find a full competitive analysis in the Appendices of this project” to ensure it is not overlooked when grading. Situation Analysis (20 points): In this section, you will take a closer look at the environment in which Jarts operates to gain a better understanding of the current strengths, weaknesses, opportunities and threats facing the reintroduction of lawn darts to the Canadian market at this point in time. Information in this section must not contain proposed strategie s (don’t tell me what Jarts should or could do) and must be based on information available on the current market, backed by research and proper citations. Use in-text APA citations for each bullet point on your SWOT and include full references to the information in the references/citations section of your final report. For more information on how to create a proper SWOT analysis, check out this blog article titled “How to Do a SWOT Analysis (With Examples and Free Template!)” by Wordstream . You can also use this template provided to assist you. It may be necessary for you to include your situation analysis in the Appendices section of this report. If this is the case, please ensure to include

a brief summary of your key findings and the phrase “Please find a full SWOT analysis in the Appendices of this project” to ensure it is not overlooked when grading. Grading Rubric for Section 1: Target Market, Competitive Analysis and Situation Analysis Target Market (20 points): Segments described including 4 segmentation variables, buyer persona completed, choice of primary audience defended, references present, complete and relevant. Exceptional 16-20 points (A) Proficient 14-16 points (B) Developing 12-13 points (C) Unsatisfactory 11 or less points(D/F) Competitive Analysis (10 points): relevant market analysis, minimum 3 competitors analyzed and compared based on product attributes, marketing efforts, price strategy and safety features, research present, complete and relevant. Exceptional 8-10 points (A) Proficient 7-8 points (B) Developing 6-7 points (C) Unsatisfactory 5 or less points(D/F) Situation Analysis (20 points): proper SWOT presented in point form analyzing the micro and macro environments, supported by research and relevant citations - minimum 5 points for each element presented. Exceptional 16-20 points (A) Proficient 14-16 points (B) Developing 12-13 points (C) Unsatisfactory 11 or less points(D/F) Total Grade (50 points) Section 2: Product/Market Description, Objectives & Positioning Statement (40 points) You will submit this section to your professor by the deadline expressed as a draft meant to receive valuable feedback on how to improve upon its contents. Students who make necessary changes as they are suggested and place the revised content into their final plans generally score higher on the final submission. All draft and final submissions must be accompanied by a Group Participation Report . Product/Market Description (10 points): In this section, you will create a general overview of the current product and explain how it lines up with what the customer needs. To do this, describe in detail the core, actual and augmented benefits of your product/service and identify any differentiation in product/service use or benefits that sets Jarts apart from the competition. You will also create a general overview of the market you wish to target in this project. The market - in this case - refers to two factors: (1) the industry market (the competitive category you plan to enter) and (2) the geographic market (the area or areas of Canada you wish you concentrate upon for the relaunch of this product. For more

information on determining core, actual and augmented benefits and/or the four categories of benefits enjoyed by consumers, refer to Chapter 8 of your Applied Marketing textbook. Objectives (15 points): In this part of the plan, you will create two (2) objectives for this marketing plan to achieve within a specific time frame (a one-year period or shorter). These objectives will serve as success measurements and might be sales-oriented (goals to reach that involve sales or actions leading to sales) or communication-oriented (goals that lead to customers being led through the buyer process). Set objectives that are S.M.A.R.T., and that can be reasonably accomplished through marketing efforts and within a 1-year time frame. Remember that your proposed actions will be measured by their ability to meet these goals. Positioning Statement (15 points): Create a brand positioning statement based on the information collected in the previous sections and remembering that your positioning statement should communicate that lawn darts are a safe, enjoyable outdoor game that encourages physical activity, social interaction and friendly competition. It must be no longer than 2-3 sentences in length. ( To know if it’s too long - ask yourself “can I put this positioning statement on a t-shirt?”. If it’s too long to go on a t-shirt - it’s too long for a positioning statement! ) Your positioning will guide internal strategy for Jarts - it is not just an advertising slogan and should not be seen this way. In fact, this positioning statement may never be seen by potential customers. Instead, its purpose is to clarify to the organization and everyone else working for it what the product is meant to achieve and how it stands out from its competition. For more information on developing a positioning statement for Jarts, refer to Chapter 6 of your Applied Marketing textbook. Grading Rubric for Section 2: Product/Market Description, Objectives and Positioning Statement Product/Market Description (10 points): General overview of core, actual and augmented benefits and differentiation identified, general overview of industry market and geographic market provided. Exceptional 8-10 points (A) Proficient 7-8 points (B) Developing 6-7 points (C) Unsatisfactory 5 or less points (D/F) Objectives (15 points): two objectives for marketing plan provided that are either sales or communication-oriented and expressed in a SMART format. Exceptional 12-15 points (A) Proficient 10.5-12 points (B) Developing 9-10.4 points (C) Unsatisfactory 8.9 less points (D/F) Positioning Statement (15 points): brand positioning statement is present, is no longer than 2-3 sentences in length and provides a clear guide for internal strategies that follow in the plan. Exceptional 12-15 points (A) Proficient 10.5-12 points (B) Developing 9-10.4 points (C) Unsatisfactory 8.9 less points (D/F) Total Grade

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(40 points) Section 3: The Marketing Mix (100 points) You will submit this section to your professor by the deadline expressed as a draft meant to receive valuable feedback on how to improve upon its contents. Students who make necessary changes as they are suggested and place the revised content into their final plans generally score higher on the final submission. All draft and final submissions must be accompanied by a Group Participation Report . At this point in the marketing plan, you will move from strategy to tactic - or from plan to action. This is where you will begin to answer questions about HOW you will make the changes to the marketing mix to reach the objectives you proposed earlier in this plan. All tactics will tie back to the elements in the marketing mix (the 5Ps of product, price, place, promotion and participation). Keep in mind, some of these marketing tools may require more research, effort and development than others - depending on your proposed strategy. You may wish to add to the points provided below, but you must not exclude any of these required elements. Product (20 points): Describe in detail how you would address the current safety concerns surrounding this product and any suggestions to comply with current Health Canada safety standards to ensure that lawn darts not only meet but exceed these standards. What changes would you make to this product and why? How would these changes benefit your buyer persona? What changes to packaging and labeling would you suggest and why? Be specific in your descriptions and include a mock-up if necessary. Chapter 8 of our Applied Marketing textbook is a great place to begin looking for information and direction for this section. Price (20 points): Propose a cost-based, value-based or competitor-based price strategy for lawn darts and justify your choice accordingly. Suggest an additional pricing strategy for reintroduction to the market, a suggested retail selling price, as well as a discounted sale price and provide timing suggestions as to when each would be used. Discuss how your suggested pricing strategies align with the brand image/positioning you’ve proposed and the expectations that the price creates in the minds of your target market. Chapter 9 of our Applied Marketing textbook discusses these strategies in detail. Place (20 points): Recommend either direct or indirect distribution (or a combination of both) to maximize accessibility for this product with justification for your choice. Suggest retail partnerships based on the retail selection process and the possible role that trade promotions may need to play in the development of these partnerships. Consider geographic markets to include (or preclude) as a part of your strategy. Chapter 10 of our Applied Marketing textbook can help clarify this information. Promotion (20 points): Determine which elements of the promotional mix will be utilized to communicate the reintroduction of lawn darts to the Canadian consumer market. Develop your own special “recipe” of mix elements such as public relations, sales promotion, trade

promotion, advertising and digital media designed to cut through the clutter of competitor messages and to communicate your brand positioning specifically to your intended target audience. Use www.canva.com to create mockups of advertising messages designed to resonate with different segments of your target market and using different media. You must include three examples (minimum) of advertising content (including one example of digital marketing content) that are designed to generate awareness and interest among the target market. Chapter 11 of our Applied Marketing textbook provides detailed examples of advertising methods and execution styles. Participation (20 points): Today’s target consumers require memorable experiences to successfully engage with brands. In this final section of the marketing mix, create key opportunities to connect with the target audience through physical experiences, emotional connections or by providing opportunities for feedback or outreach. To complete this requirement, you must design at least one local community event, sponsorship or partnership that will help to create a positive perception of lawn darts in the minds of potential customers. This participatory element must be so “connecting” for potential customers that they feel compelled to share it with others. Chapter 13 of our Applied Marketing textbook provides some suggestions on how to approach this challenge. Grading Rubric for Section 3: The Marketing Mix Product (20 points): Strategy to address current safety standards clearly defined and is relevant to the current situation, proposed changes to product and packaging clearly identified and justified, product mock-up provided, research properly cited. Exceptional 16-20 points (A) Proficient 14-16 points (B) Developing 12-13 points (C) Unsatisfactory 11 or less points(D/F) Price (20 points): Pricing strategy clearly identified and justified, additional strategies discussed and alignment with current brand positioning is provided. Research is properly cited. Exceptional 16-20 points (A) Proficient 14-16 points (B) Developing 12-13 points (C) Unsatisfactory 11 or less points(D/F) Place (20 points): Distribution strategy clearly identified, retail partnerships suggested and justified, trade promotions provided, research is properly cited. Exceptional 16-20 points (A) Proficient 14-16 points (B) Developing 12-13 points (C) Unsatisfactory 11 or less points(D/F) Promotion (20 points): Promotional mix clearly identified, a minimum of three (3) creative mock-ups provided, research is properly cited. Exceptional 16-20 points (A) Proficient 14-16 points (B) Developing 12-13 points (C) Unsatisfactory 11 or less points(D/F) Participation (20 points): Minimum of one local community event, sponsorship or partnership provided that provides an opportunity for customers to feel connected and compelled to share their experience with others.

Exceptional 16-20 points (A) Proficient 14-16 points (B) Developing 12-13 points (C) Unsatisfactory 11 or less points(D/F) Total Grade (100 points) Section 4: Budget and Implementation Plan (50 points) You will submit this section to your professor by the deadline expressed as a draft meant to receive valuable feedback on how to improve upon its contents. Students who make necessary changes as they are suggested and place the revised content into their final plans generally score higher on the final submission. All draft and final submissions must be accompanied by a Group Participation Report. In this final section of your marketing plan, you will make key strategic determinations as to how much you will invest in each of your proposed marketing activities, and when you will invest it. This section requires a lot of thought and extreme attention to detail. Marketing can be risky. As CEO of Jarts, I will not simply hand you a check for $500,000 to complete your plan. You must have a way to demonstrate how I will earn back at least as much as I am investing in your idea. Implementation (25 points): As you’ve already determined, marketing is a process and as such, takes time to implement. For this final part of the marketing plan, provide a calendar or timeline that provides a visual representation for when each key action in your marketing plan will take place. If your “roll out” happens over a 12-month period, create a 12-month calendar. If it happens at specific times of the year, show those activities. www.canva.com has fantastic timeline templates that can help you with this. For each action on your timeline, include a budget amount so the CEO of Jarts knows how much each action will cost to implement. Budget (25 points): Deciding what to invest and where can be difficult. For this project, you will have $500,000 to spend to successfully complete your 1-year marketing plan. You must be accountable for the money you spend, you must allocate it in the most useful manner, and you must be specific when allocating it. For example, simply stating “we will spend $10,000 on social media” is not specific. Which social media platform will you use? When will you use it? How much will you spend each day/week/month? Here’s a hint: invest the most money in the areas that you think will result in the greatest ROI (return on investment). Do not go a single penny over budget! Chapter 15 of your Applied Marketing textbook can be very helpful for these two areas of your project. Grading Rubric for Section 4: Budget and Implementation Plan

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Implementation (25 points): Calendar or timeline provided that indicates a visual representation of when each key action in your marketing plan will take place, budget amount included for each action on your timeline. Exceptional 20-25 points (A) Proficient 17.5-20 points (B) Developing 15-17.5 points (C) Unsatisfactory 14.99 or less points(D/F) Budget (25 points): Visual representation of budget expenditures is provided in a way that is clear, easily understood and that corresponds with proposed spending and actions in the rest of the marketing plan. Exceptional 20-25 points (A) Proficient 17.5-20 points (B) Developing 15-17.5 points (C) Unsatisfactory 14.99 or less points(D/F) Total Grade (50 points) Final Plan Submission (300 points) The following is the expected structure of the final plan submission for this project. As future business leaders, it is your responsibility to ensure that all required elements are present and free from spelling and grammar errors. Additionally, it is the responsibility of all team members to ensure that all elements are free from plagiarism/AI-content generated without professor consent before submission. All reports must be in 12-point Arial, Calibri or Helvetica font with proper use of formatting (headings and subheadings). All draft and final submissions must be accompanied by a Group Participation Report . Title Page ● Name of assignment ● Student name and student number of all participating and contributing members ● Professor’s name ● Submission date ● Course name and code Executive Summary This is the very last thing you should do before you hand in your final marketing plan. The executive summary is a small, summarized version of your marketing plan. The main objective is to briefly list and describe all relevant components contained within your final report. Keep in mind that most executives who’ll read your marketing plan won’t have time to read the full document, therefore, you must make sure that they’re immediately getting a full understanding of the contents of the highlights of your proposed plan. Table of Contents ● Use major and minor headings to make your assignment neat and well organized. ● Please make sure that the table of contents allows the reader to navigate through the assignment. ● Create an automated table of contents by following the instructions in this video: Table of Contents in Word 2016

1. Section 1: Target Market, Competitive Analysis and Situation Analysis 1.1. Target Market: Description of the ideal target market for your product, including segmentation information and a buyer persona description. 1.2. Competitive Analysis: Comparison of three similar competitors or alternatives for Jarts. 1.3. Situation Analysis: An overview of the current strengths, weaknesses, opportunities and threats facing Jarts in today’s environment. 2. Section 2: Product/Market Description, Objectives and Positioning Statement 2.1. Product/Market Description: Overview of core, actual and augmented product and customer benefits. 2.2. Objectives: Two S.M.A.R.T. objectives to be achieved through this marketing plan and during the course of a 1-year period. 2.3. Positioning Statement: A brand positioning statement that clarifies to the organization what the product is meant to achieve and how it stands out from its competition. 3. Section 3: The Marketing Mix 3.1. Product: Proposed changes to product to address safety concerns and to maximize consumer benefits and recognition. 3.2. Price: Key pricing strategies for introduction of product to market, suggested retail price and suggested sales/promotional pricing and associated strategies. 3.3. Place: Recommended types of distribution for product and potential retail partnerships. 3.4. Promotion: Proposed selection of promotional mix elements used to communicate product benefits to intended consumer markets. 3.5. Participation: Opportunities to connect with the target audience through physical experiences, emotional connections or by providing opportunities for feedback or outreach. 4. Section 4: Budget and Implementation Plan 4.1. Implementation: Visual timeline of proposed actions and associated costs/investments 4.2. Budget: Itemized breakdown of where money will be spent to create action to meet objectives. 5. Appendices: Used for pictures, charts, etc. that would not belong in the body of the written report. These can include: 5.1.1. Elevator pitch 5.1.2. Buyer persona 5.1.3. Competitive analysis 5.1.4. Advertising mockups 5.1.5. Detailed budget reports/Excel sheets 6. References / Citations: All references and citations must be credible and must be expressed in proper APA format. Grading Rubric for Final Marketing Plan Submission

Format (20 points): Suggested format is followed and presented in a professional manner, utilizing proper headlines, table of content and is free from spelling and grammar errors. Document reads as a cohesive, professional plan from beginning to end. Exceptional 16-20 points (A) Proficient 14-16 points (B) Developing 12-13 points (C) Unsatisfactory 11 or less points (D/F) Market Research and Analysis (50 points): The marketing plan demonstrates a comprehensive understanding of the target market, including demographics, psychographics and key trends. The research that facilitates understanding is thorough, current and effectively supports the marketing strategies proposed. Exceptional 40-50 points (A) Proficient 35-40 points (B) Developing 30-35 points (C) Unsatisfactory 29 or less points(D/F) Clear Objectives (50 points): The marketing objectives are well-defined, specific, measurable, achievable, relevant and time-specific (SMART). They align with the company’s overall goals and provide a strong foundation for the plan’s execution. Exceptional 40-50 points (A) Proficient 35-40 points (B) Developing 30-35 points (C) Unsatisfactory 29 or less points(D/F) Innovative Strategies (80 points): The proposed marketing strategies are highly creative and innovative. They go beyond conventional approaches and show a deep understanding of modern marketing trends and tools. Exceptional 64-80 points (A) Proficient 56-64 points (B) Developing 48-56 points (C) Unsatisfactory 56 or less points(D/F) Integration of Channels (50 points): The plan seamlessly integrates various marketing channels (digital, social, traditional, etc.) into a cohesive and complementary strategy. The rationale behind channel selection is well-justified and strategic. Exceptional 40-50 points (A) Proficient 35-40 points (B) Developing 30-35 points (C) Unsatisfactory 29 or less points(D/F) Budgeting, Implementation Plan and ROI (50 points): The budget allocation is detailed, realistic and efficiently distributed across different tactics. The timeline and milestones for executing the plan are clearly outlined, showing a practical and organized approach to implementation. The plan includes methods for measuring and maximizing ROI. Exceptional 40-50 points (A) Proficient 35-40 points (B) Developing 30-35 points (C) Unsatisfactory 29 or less points(D/F) Total Grade (300 points) The Pitch Presentation You’ve worked hard to get your ideas down on paper - now can you win the account? You will have 10 minutes to make your pitch to the CEO of Jarts in an effort to win the account and implement your marketing plan. All team members must participate in the presentation and be available for questions. Use your time wisely and practice, practice, practice! Here’s a suggested format for you to follow: ● Slide 1: (30 seconds) Introduction of team and a quick overview of the challenge you are attempting to solve for Jarts. ● Slide 2: (30 seconds) Product Description, Objectives and Positioning Statement ● Slide 3: (30 seconds) Overview of Buyer Persona

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● Slide 4: (6 minutes) The Marketing Mix (overview of the highlights of product, price, place, promotion and participation elements of your plan) ● Slide 5: (2 minutes) Implementation and Budget ● Slide 6: (30 seconds) Call to Action - ask for the account Your presentation must be professional, polished and free from spelling and grammar errors. Keep your information short, precise and poignant. Any students reading directly from the slides will be stopped immediately and the account will be lost. Presentations lasting longer than the allotted 10 minute time period will be ended abruptly at the 10-minute mark. You will be asked to answer questions based on your material immediately following your presentation. Questions may be directed at any member of your team, so be prepared and knowledgeable about all aspects of this project. How To Prepare An Elevator Pitch Two minutes is the time it takes to get from the bottom floor of a high-rise building to the top - where the executive offices are located. This is where the term “elevator pitch” comes from. Imagine you just stepped into an elevator with the CEO of Jarts and you wanted a chance for your company to win this multi-million dollar account - what would you say to them about your ideas that would make them want to work with you? An elevator pitch is a persuasive and memorable 2-minute summary that is captivating and convincing and meant to get the listener to take action. ● How long should it be? A good elevator pitch should be no more than 2-minutes in length (about 250-300 words) ● What should it include? An elevator pitch is a story - and all stories have a framework they follow. ○ Establish the problem: What “pain point” is your audience experiencing? What challenge do they have that needs solving? ○ Introduce the solution: Be the hero - tell them how you solve the problem. What specific things can you do to accomplish this? ○ Share the benefit/value: Tell the audience how you can take away their pain and how it will benefit them. ○ Include what makes you different: Tell them why they should choose you over your competitors? Include your unique selling proposition - what makes you the better choice over everyone else. ○ End with a Call to Action: Ask them for the account - or - for the chance to solve Jart’s marketing challenge. Tell them how to get a hold of you to start this process and encourage them to do so. You don’t get anything in life unless you ask for it - so ask! Remember one thing: no self-respecting business would simply agree to a marketing plan created by someone with whom they have no relationship. The elevator pitch is also meant to allow your professor to determine if you are prepared to take on this project. Put in perspective, this elevator pitch may be worth so much more than just the 10 marks assigned to it. Approach it accordingly. All draft and final submissions must be accompanied by a Group Participation Report.

For some additional help with this, and to see how some organizations frame their elevator pitches, read this blog by Wordstream titled “ 13 (Really) Good Elevator Pitch Examples & Templates (+How to Write Yours)” . Group Participation Report This is an important assignment for you and your team to complete together this semester. In many cases and in an effort to manage the volume of work or responsibility this semester, you may be tempted to “split up” the work done in each section and assign various sections to team members to complete before submission. While this is not advisable and is strongly recommended against , I understand that it happens. To ensure equitable contribution and participation in this project and its associated activities, it is important that each student member be responsible for their own actions (or inaction). As a professor, I am aware of the existence of Spinbots, AI (artificial intelligence) and students who purchase assignments from outside sources in an effort to submit it as their own work. Use of these tools is considered academic dishonesty unless prior permission is provided by your professor . It is possible that your written submission and presentation may not form the entire basis on which you are graded for this assignment. It is also possible that you may not receive the same grade as your partners or team members . When questions about content and contribution arise, you may be asked to demonstrate understanding of the components and content of this assignment through an interview with your professor. Grading may change because of this interview . Please note that each group/draft submission this semester must be accompanied by the following information/document. Use this template and fill it out accordingly. Group Participation Report Section being Submitted for Grading: All team members were assigned their parts on January 16. Each was expected to be completed by January 23 so that we could put the document together on January 24 for submission and check it over for flow, content, spelling and grammar: ● Jean: Corporate and Brand Identity ● Jenna and Praveen: Target Market and Product/Service ● Marnie and Kim: Situation Analysis and Product Objectives Participating Team Members: Team members who actively and meaningfully contributed to this draft submission are as follows. Please find links to unedited, individual work attached to each participant’s name: ● Jean Beauchemin ● Jenna Guse ● Praveen Rathee

● Marnie Staffen ● Kim Donaldson contributed some information, but it was mostly copied or incorrect so we could not use it in our draft submission. Individual contribution: Each team member was instructed to upload their individual contribution to Moodle by no later than January 24. Final Submission: Final submission was made by Marnie on January 25 and uploaded to Moodle. References/Citations Here is a full list of citations used to create this project outline: Clark, P. A. (2021, October 29). The rise and fall of lawn darts . Mashable. https://mashable.com/article/lawn-darts-jarts-history Unknown. (2022, January 10). Lawn Darts (jarts) – nostalgia central . Nostalgia Central – The way things used to be. https://nostalgiacentral.com/pop-culture/toys-games/lawn- darts-jarts/#:~:text=Lawn%20Darts%20began%20to%20appear,their%20own %20Sears%20Lawn%20Darts ). McCormick, K. (2022, August 24). 13 (really) good elevator pitch examples + templates . WordStream. https://www.wordstream.com/blog/ws/2022/08/16/elevator- pitch-examples-templates HubSpot, U. (n.d.). 10 competitive analysis templates for sales, marketing, Product & More . 10 Competitive Analysis Templates for Sales, Marketing, Product and More. https://offers.hubspot.com/competitive-analysis-templates?hubs_post- cta=imagebottom&hubs_signup-url=blog.hubspot.com%2Fmarketing%2Fcompetitive- analysis-kit&hubs_signup-cta=Download+Now&hubs_post=blog.hubspot.com %2Fmarketing%2Fcompetitive-analysis- kit&_ga=2.144605884.800654114.1687466301- 1129246950.1684941200&_gl=1%2A1tnqrwx%2A_ga %2AMTEyOTI0Njk1MC4xNjg0OTQxMjAw%2A_ga_LXTM6CQ0XK %2AMTY4NzQ2NjMwMC40LjEuMTY4NzQ2NjMwMC42MC4wLjA .

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MKT1200 APPLIED MARKETING - Jarts Project F2023 (2).docx654574660947e57307

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