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Module 2 Assignment: Marketing Strategy for Good Prepared by: Marquis Jackson Date: October 15, 2022 Walden University WMBA 6060: Marketing for Competitiveness Page 1 of 15

Part 1: Laying the Foundation for Persuasive Marketing Tactics The organization seeking positive social change is JJGB accounting firm. Accounting firms are a necessity to most people, as tax preparation is not a very common skill. The mission of an accounting firm is to help guide their clients into the best financial situation possible using their extensive knowledge of the financial industry and business practices. To accomplish this, they offer services such as income tax preparation, financial statement preparation, budgeting, bookkeeping, payroll, and overall financial review. Typically, smaller accounting firms, such as JJGB, serve clients in the local area. This is beneficial because they are able to specialize and dedicate their attention to all of the tax laws and regulations in their local tax jurisdictions. While there are people who choose to perform actions such as tax filing on their own, there are many benefits to hiring an accounting professional. “Financial and accounting consultancy isn’t limited to financial record-keeping only. Your business will profit from professional advice on critical business tasks including tax, compliance, investments or corporate structure. An expert’s advice will turn your accounting data into financial insights.” (RMI Professional Corporation, 2022) According to Rob Errera of Tonerbuzz.com, accounting firms print the fourth largest quantity of paper of all industries annually. In fact, there have been studies that suggest nearly 20% of the printed pages are never used once printed. JJGB understands the negative impact that this has on the environment and would like to promote positive social change by reducing the amount of pages printed. “The environmental effects of Page 2 of 15

paper production include deforestation, the use of enormous amounts of energy and water as well as air pollution and waste problems. Paper accounts for around 26% of total waste at landfills.” (The World Count, n.d.). The goal of JJGB is to make people more cognizant of the impact that paper waste has on the environment. In addition, they can show some of the benefits of taking a more electronic approach to accounting and the recording of financial information. At the conclusion of this campaign, JJGB would like to see their paper use reduced by 40-50% of the typical annual use. “At paper- heavy businesses like law firms and accountants, much of the office space can be given over to filing cabinets and other methods of manual document storage. For those businesses, that is extra space they have to lease and pay for that isn’t strictly necessary.” (Pazos, 2021) Persuasive Approach Many people have become accustomed to receiving paper tax documents in the mail in addition to their printed paper tax return. To break them from this cycle, persuasive marketing is needed to show them how it can be beneficial to their success and record retention. The three topics I would use in my persuasive approach to marketing this change are more effective document retention, faster client service, and better data security. Often times accounting documents are just kept around until they are requested for other use. Documents such as copies of tax returns are typically requested when someone is applying for a mortgage loan. At that point, you have to remember where you stored the papers and then scan them so they can be sent to your Page 3 of 15

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loan officer. When you utilize paperless options, they will be easily accessible and easy to upload. When discussing document retention, it is important to recognize the convenience of cloud-based storage. Data clouds are accessible from anywhere in the world and remove the need to search through file cabinets. While accessible, they are only accessible to those who are given access to it. “Documents stored on the cloud are much safer than their physical counterparts, both from incidents such as storms or fires and from theft. Digital documents are protected using multiple security solutions, encrypted, and restricted to trusted users who have been granted access.” (Rayburn, n.d.). In addition to this, service would move faster by emailing documents for your accountant to review. Rather than having to drop off copies of a W-2 or profit and loss statement (P&L), you can email this and remove the time commitment of driving to the office. SWOT Analysis To gain further comfort in the decision to promote this change, a SWOT analysis is very helpful. SWOT analysis are an in depth review of the strengths, weaknesses, opportunities, and threats that a decision could create. Internally, one of the greatest strengths is the ability to easier track and retain client documents. “Transitioning to an electronic document workflow and electronic document storage could help companies ditch rows and rows of filing cabinets, meaning that they could downsize their office, allowing them to spend less on rent.” (Pazos, 2021). One of the most significant internal weaknesses is that the business may need to spend more money to enhance the Page 4 of 15

technology to make this possible. There needs to be a focus on items such as cybersecurity, back up storage, stable servers, and other features of the technology. This will not be cheap and could make it harder for this transition to begin. From an external standpoint, we will look at the opportunities and threats. In terms of opportunities, I believe that this creates an opportunity to reach clients outside of the standard geographic location. People don’t have to worry about appearing with documents in person or paying for things to be mailed. This eliminates the possibility of sensitive information being stolen during transport or delivery. When speaking of threats, it’s important to acknowledge older clients who are less tech savvy. These clients would have a harder time navigating the platforms used to transfer data. They will also be more susceptible to potential scams. Unfortunately we live in a world where people are opportunistic and may try to take advantage of these individuals. The threat of cyber attacks become more of a possibility for people who have a lesser familiarity with technology. Page 5 of 15

Part 2: Marketing With the Customer in Mind When implementing change, it is easy recognize the impact on internal stakeholders such as employees, managers, and owners. Your analysis during the implementation of change should also allow you to review the impact on external stakeholders. “External stakeholders are those who do not directly work with a company but are affected somehow by the actions and outcomes of the business. Suppliers, creditors, and public groups are all considered external stakeholders.” (Fernando, 2022). Customers are also considered external stakeholders and in some sense, they are the most important of all external stakeholders. Without customers, you have no business, so it becomes imperative that your decisions to innovate do not deter customers from patronizing your organization. In addition, different governing agencies would be considered external stakeholders. Due to the nature of this change, with the green initiative in mind, you may want to make sure that any solutions implemented do not violate other rules and regulations. New Customers and Consumers There is a strong belief that the decision to implement a green initiative through reduced paper use will attract a new customer base. I believe that this will heavily appeal to a younger demographic. Younger people, such as members of Generation Z or Millenials are typically more likely to communicate and conduct business through text and phone applications. “According to the research, Gen Z and Millennials communicate with others more digitally than in person (65%). This percentage is even higher in English- Page 6 of 15

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speaking countries, with the US (73.7%) and UK (74.4%) relying more heavily on digital channels for communication.” (Franzese, 2018). Having this ability to send and receive their documents electronically, they will hopefully become more aware of their taxes. On the contrary, my concern is that older and less tach savvy clients will be reluctant to make this change. For this reason, it is important to convey a clear message and remind them that there is still a paper option. In addition, I believe that this will appeal more to people who travel frequently for work. Those individuals may feel the pressure of trying to get back home and meeting with their accountants. I believe that sometimes after we continue to tell ourselves that we are too busy, sometimes we no longer prioritize that task. These individuals will have a much more convenient experience of being able to upload documents to a secure drive and access them whenever they would like. Although many people utilize email now, the intention would be to take things into a secure spot and remove some of the potential cyber threats that exist through email. Consumer Needs in Messaging As I mentioned previously, conveying a clear message is extremely important so that that you do not deter existing customers while trying to attract new customers. “When managing change, and especially change related to working in the cloud and with portals, it’s important that firms communicate in the value system of the person affected whether that’s staff or clients.” (Reuters, 2021). The social media messaging behind the Page 7 of 15

marketing of this change must show customers what they need. In essence, you need to make sure that your persuasive marketing approach is appealing to everyone. As mentioned, you do not want to scare away older or less tech savvy people. In addition, you want to remind them as well as people who may not have daily access to a computer or smart phone that there is still the option to receive a printed copy of the items that they need. I believe the best way to convey the message behind this is through the three priority items for the consumers. I believe that these three things are convenience, security, and environmental friendliness. “With a constant digital connection at their fingertips, younger consumers expect a high threshold of digital convenience when seeking help from a brand.” (Franzese, 2018). Conveying a message of convenience will intrigue people even if the convenience comes at a cost. In terms of security, cyber security threats are becoming more frequent especially through the use of email. By utilizing secure portals and password protected flash drives to pass information, there will be less of a chance that information is stolen. Paperwork presents a large issue as well because someone could easily take a picture of it or steal the whole document. This would give them access to information such as addresses, social security numbers, bank account information, and other sensitive information that could lead to identity theft. Finally, it is important to remind people of the main mission which is to save the environment. While some people may be reluctant even though you clearly explain the other benefits associated with reducing paper use, they may become more open minded when reminded about the impact on the environment. “During paper production, Page 8 of 15

harmful air pollutants like carbon dioxide, sulfur oxides, and nitrogen oxides are released into the atmosphere. These pollutants are responsible for acid rain.” (Murphy, 2022). As time passes, you see many organizations focusing on their carbon footprint and how they treat the environment. In some sense, many of these changes will become inevitable, but we do not want to be too forceful in this transition. Page 9 of 15

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Part 3: Marketing Strategy Execution for Change While there are many benefits to this accounting firm taking an approach toward paperless or reduced paper use, the main goal is to reduce the carbon footprint they are leaving behind. This marketing campaign will take many different phases of thorough and effective communication, but we must initially emphasize the importance of green marketing. “Our planet is facing a lot of threats such as air and water pollution, food waste, plastic pollution, and deforestation. Green marketing is developing and selling environmentally friendly goods or services. It helps improve credibility, enter a new audience segment, and stand out among competitors as more and more people become environmentally conscious.” (SendPulse, 2022). I believe that making this message clear creates a strong foundation for communicating why going green in this aspect of life is beneficial to all parties involved. Marketing Campaigns I believe that four effective approaches to this marketing campaign are a deeper explanation into the software and simplicity behind it, making the paper process less convenient, showing the statistical data behind the increased security, and finding a green organization to work with and donate some of the savings to. From my perspective, I believe that the most appropriate idea is to explain the software and its simplicity. Page 10 of 15

As Andrew Smith once said, ““People fear what they don't understand and hate what they can't conquer”. For this reason, I find it extremely important and effective for them to receive a detailed explanation of how they will navigate the software behind this change. This change may either be a cloud-based program, or a password protected flash drive but either way it is important for people to know how utilize it. My main messaging would be conducted through a simplified walkthrough of the user interface so that customers of all demographics feels like they can make this a reality. While the flashy bells and whistles of some software can be appealing to more tech savvy customers, it could be extremely intimidating to those who do not have the same level of comfort with technology. I believe that to make this transition smooth, you would need to do a cost analysis of a cloud-based program versus any other options. “There are many choices on the market for cloud-based accounting software, storage platforms, mobile apps, and more that help facilitate a paperless practice. Most of them utilize e-signature tools, which have been legally binding in the United States since 2000.” (Canopy, 2022). By having a program that helps maintain this convenience, it should be a little more user friendly. According to Statista, 83% of the world owns a smartphone which means they would have the technical capability of utilizing this technology. For this reason, I don’t believe that many people would have to utilize additional resources to make this possible. “Corporations are increasingly held accountable to its stakeholders in terms of adhering to environmental regulation and improving quality of life – or at least not lowering quality Page 11 of 15

of life.” (Measure, 2021). In regard to the implications of different stakeholders, I think that many people would be appreciative and intrigued by this advanced capability to send and receive documents from anywhere in the world. This would create convenience for individuals applying for a loan such as a mortgage or student loans. In both of those situations they often ask for an upload of certain components from your tax return. This information would now be readily available to you and prevent the need of find paperwork to be scanned. I believe that there would certainly still be a skeptical section of the client base who are reluctant to the idea of training or implementation. “When you’ve spent time training your employees on your new way of working, start making paper inconvenient to use. Sounds harsh, I know, but it sure is effective. Many professionals recommended disabling the printing functions on computers or removing printers, copy machines, and even filing cabinets” (Townsend, 2022). To ease the mind of hesitant parties, and also mitigate the potential of cyber threats, I believe that there should be enhanced technology and security software. “most consumers don’t mind inputting additional information if it means their data is more secure. In fact, they appreciate the fact that businesses would go to the trouble of protecting their personal information and tend to reward the companies which do so with increased loyalty.” (Lof, n.d.). This will add a layer of protection for people’s profiles as well as the information stored within them. This would include features such as verifying sensitive information and using Two Factor Authentication (2FA). 2FA adds another layer to the login process that helps verify it is not a bot trying to access your account and also that is it not just someone else who may have stolen your password. Page 12 of 15

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Promoting Diversity and Inclusion Diversity and inclusion are extremely important factors to consider in any innovative implementation. I believe that when you look at any green marketing campaign, you can instantly see the benefits of protecting the environment. When you look at this specific change, you also see added inclusivity for those who may not be able to make their way into an office. Think about the single mother of 3 kids who can’t find the time to get everyone into the office. Think about the disabled adult who is not physically capable of making their way in there. Think about the person with the compromised immune system who faces a life-or-death situation whenever they leave the house. For some people, this is just a slight enhancement in convenience. For others, this could the means at which they remain compliant and are able to put themselves in a better financial situation. People in these situations must either rely on others to transport them or their documents back and forth, or they have to rely on websites such as TurboTax to file their taxes. In these situations, there is often an additional cost especially paying for virtual support. The company will benefit from savings and easier location of client documents. This should make it less likely for inflation of prices and a faster turnaround time for services. Page 13 of 15

References Errera, R. (2021, August 17). Which industries print the most? Toner Buzz. Retrieved October 14, 2022, from https://www.tonerbuzz.com/blog/which-industries-print-the-most/ RMI Professional Corporation. (2022, May 9). Benefits of hiring accounting firm . RMI Professional Corporation. Retrieved October 14, 2022, from https://www.accountantscalgary.com/benefits-of-having-an-accountant/ The world counts. (n.d.). The world counts. Retrieved October 14, 2022, from https://www.theworldcounts.com/challenges/consumption/other-products/environmental- impact-of-paper Pazos, W. (2022, May 28). Advantages of using less paper . PairSoft. Retrieved October 14, 2022, from https://www.pairsoft.com/blog/advantages-of-using-less-paper/ Rayburn, K. (n.d.). Guide to creating a paperless accounting firm: Kodak Alaris . Guide to Creating a Paperless Accounting Firm | Kodak Alaris. Retrieved October 14, 2022, from https://www.alarisworld.com/en-us/insights/articles/guide-creating-paperless-accounting- firm#section%201 Fernando, J. (2022, October 21). What are stakeholders: Definition, types, and examples . Investopedia. Retrieved October 23, 2022, from https://www.investopedia.com/terms/s/stakeholder.asp#:~:text=Internal%20stakeholders %20are%20people%20whose,and%20outcomes%20of%20the%20business. Franzese, A. (2018, June 26). Gen Z and millennials now more likely to communicate with each other digitally than in person . Gen Z and Millennials now more likely to communicate with each other digitally than in person. Retrieved October 23, 2022, from https://www.prnewswire.com/news-releases/gen-z-and-millennials-now-more-likely-to- communicate-with-each-other-digitally-than-in-person-300537770.html Murphy, W. (2022, May 2). Environmental benefits of your office going paperless . insightfulaccountant.com. Retrieved October 23, 2022, from https://www.intuitiveaccountant.com/in-the-news/people-and-business/environmental- benefits-of-your-office-going-paperless/#:~:text=The%20most%20obvious%20benefit %20of,from%20the%20air%20we%20breathe. SendPulse. (2022, August 18). Home . SendPulse. Retrieved October 30, 2022, from https://sendpulse.com/support/glossary/green-marketing Statista. (2022, May 31). Topic: Smartphones . Statista. Retrieved October 30, 2022, from https://www.statista.com/topics/840/smartphones/ Page 14 of 15

Canopy. (2022, April 18). The ultimate guide to going paperless in your accounting firm . Canopy. Retrieved October 30, 2022, from https://www.getcanopy.com/blog/your- ultimate-guide-to-going-paperless Goodreads. (n.d.). A quote by Andrew Smith . Goodreads. Retrieved October 30, 2022, from https://www.goodreads.com/quotes/612917-people-fear-what-they-don-t-understand-and- hate-what-they Measures, A. (2021, May 18). What is a 3p triple bottom line company? Small Business - Chron.com. Retrieved October 30, 2022, from https://smallbusiness.chron.com/3p-triple- bottom-line-company-4141.html Townsend, H. (2022, June 10). How to create a paperless accountancy firm: The Four steps to becoming truly paperless . The Accountants' Growth Club. Retrieved October 30, 2022, from https://www.accountantsgrowthclub.co.uk/how-do-you-go-paperless-in-accounting Page 15 of 15

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