MGMT322 – Assignment #10 – Promotions You’ve been hired as a marketing consultant for the U.S. Army. Your assignment is to come up with a promotional plan to recruit new enlistees (enlisted personnel, not officer candidates) for the Army. Your test market will be Dallas, Texas. 1. Identify one market segment for your efforts. Tell me exactly whom you’re going after in terms of whatever segmentation variables (demographic, geographic, psychographic, benefits sought) you’ll be using. You may use any one or combination of these variables to arrive at what you believe is a segment with great potential (size, growth, measurable, accessible, etc.). 2. Based on your target market, tell me how you plan to approach them from a positioning standpoint. In other words, what benefit(s) are you going to stress that they will find particularly compelling and get them to think about the advantages of joining the Army? 3. Once you’ve clearly identified your segment, give me your promotional mix for reaching them. (Remember that it must be appropriate for the segment you’ve selected.) It may include: TV, radio, magazines, newspapers, billboards, public relations, personal selling, internet (SEO, SEM, ads), social media, direct mail or any other medium you deem appropriate. Explain why your choices are appropriate for your target market and the message you’re attempting to convey and how the various media you’ve selected fit together to maximize their effectiveness. This assignment is due no later than our first class the week of April 24, 2017. (Monday, April 24 for sections 003 and 004; Tuesday, April 25 for section 006) You may turn-in a hard copy during class or email the assignment to me.