Business Brief
Introduction
Marketing for companies serves a precious role as it creates brand awareness, drives profit and growth, enhances engagement, and acquires and retains customers. In the case of Haniz Zogby and Christine, marketing is aimed at maintaining and attracting customers. With marketing to the younger demographics as a challenging market area, Haniz Zogby, the Director of Marketing at Better Horizons Credit Union, rises to the challenge and spearheads the idea of a campaign to bring in college students. To realize this goal, she should convince the President and CEO, Christine Russo, and the skeptical executive team to invest in this new campaign, as demonstrated in Cardon (2017). Haniz sees the shortcomings of previous attempts at marketing in their company and so has to make a message that will not only reduce past anxieties but also promise the possibility that this plan will be different and successful. To make the message convincing and attract support from Christine, Haniz should be comprehensively open and consider the following aspects;
Highlight the Market Opportunity
Haniz should start her persuasive introduction by pointing out the potential of the younger segment, especially college students. She must throw light on the current trend, which is the decline of the youth members, pointing to the long-term effect on the sustainability of the credit union. As mentioned in Black (2023), Haniz should use relevant statistics to convince the CEO about the existing problem and point out the importance of this demographic.
Showcase Research and Analysis
The other critical component that should be included in Haniz’s message is reporting sophisticated research on students’ preferences, requirements, and financial behavior. Learning from past mistakes, she must guarantee the executive team that the new plan considers all past mistakes. Like Cardon (2017), Haniz should also use this opportunity to highlight the team’s agility, displaying the skill to learn from past mistakes and adjust strategies corresponding to the changing environment.
Demonstrate Innovation and Adaptability
Using the experiences learned from the first campaign attempt for the company, Haniz should ensure she gives hope to the team and avoids suspicion. To avoid suspicion, she should describe the most suitable and preferable new campaign components to bridge the gap between what the elderly generation generally lacks and what the younger generation demands. This approach reinforces the team’s commitment to adaptability and innovation, two essential factors for a successful outcome in an evolving environment (Cardon, 2017). With such a strategy, Haniz’s message will inform the reader that the campaign is not a mere repetition of past failures but a well-thought policy in response to the changing dynamics.
Align with Organizational Goals
The message of persuasion here also relates the campaign to the overall objectives of Better Horizons, precisely, Christine’s vision of attracting more young members for a sustainable future. By attaching the initiative to the credit union’s mission and values, Haniz indicates that the campaign is more than targeting young members. It also aligns with the heart and character of the entity (Cardon, 2017). The consideration of organizational goals will make the message more convincing.
Measurable Metrics and Success Indicators
The message should include a section outlining key performance indicators (KPIs) and measurable goals for the new campaign. The information will serve as a valuable framework and roadmap for evaluating the campaign’s success. These data also assure the executive team n of the team’s commitment to accountability. According to Ilham et al. (2022), measurable metrics and success indicators provide a realistic timeline highlighting the team’s commitment to offer positive results within the given timeframe.
Engagement and Collaboration
Haniz’s message should express the team’s dedication and plans for engagement and collaboration. The team’s commitment to working as one with the other departments is to assuage any fears about cross-department collaboration. Through encouraging cooperation, the message will offer a holistic approach that optimizes the campaign (Cardon, 2017). Haniz’s persuasive message underscores the interdepartmental synergy required for the campaign to succeed.
Cost Benefit Analysis
An essential component of Haniz’s statement should also include a detailed cost-benefit analysis. She should explain why the benefits of the campaign surpass the related expenses, thus responding to the management team’s worries about the affordability of such programs. Like Ilham et al. (2022), this part provides a holistic analysis of Better Horizons ROI and its long-term achievements.
Visuals and Storytelling
Haniz should include charts, graphs, and infographics to enhance understanding and specific interpretation of the message. Visual maps that come with the data make them more accessible and attractive (Black, 2023). Through the infusion of storytelling ingredients into the narrative, she humanizes the effort, making it relevant to the executive team and the expected young members.
Soliciting Volunteers for the Mentorship Program
Mrs. Christine Russo, as the president and CEO of Better Horizons, acknowledges the need to hire younger professionals at an early career stage. The CEO believes a mentorship program would help draw and keep new talent. To make employees volunteer as mentors, Christine needs to create a motivational internal message that addresses their intrinsic motivators and explains what they will gain from the program (Cardon, 2017). To solicit volunteers for the mentorship program, Christine should emphasize personal and professional growth, connect with organizational values, and Recognize and appreciate all the stakeholders, particularly employees.
A persuasive message from Christine should highlight the personal and professional growth opportunities for mentors participating in the program. By showing success stories of employees who have grown with mentorship, she aims to establish a positive impact it has on careers at Better Horizons to encourage potential mentors. Connecting with organizational values will ensure that the mentorship scheme fits their values, including employee development and promoting a positive work culture (Cardon, 2017). This consideration will make the mentorship program an inseparable part of the company culture by focusing on our shared values and, hence, more understandable to employees. Additionally, Christine’s message should acknowledge all stakeholders. This approach shows that prospect mentors are highly regarded and their inputs to the organization are appreciated. To draw more college students of Broadneck College toward Better Horizons Credit Union, Hanniz Zogby should draft a detailed plan representing the future success of the planned initiative. In the same way, Christine should get people to participate in the mentorship program by promoting personal and organizational development and creating an internal message.
References
Black, K. (2023). Business statistics: for contemporary decision making. John Wiley & Sons.
Cardon, P. W. (2017). Business communication: Developing leaders for a networked world (3e). McGraw-Hill.
Ilham, R. N., Arliansyah, A., Juanda, R., Sinta, I., Multazam, M., & Syahputri, L. (2022). Application Of Good Corporate Governance Principles In Improving Benefits Of State-Owned Enterprises (Empirical Evidence From Indonesian Stock Exchange At Moment Of Covid-19). International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS), 2(5), 761-772.
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