Big City Chocolate Company Social Media Use Proposal Paper Scenario: It has been 10 years since you were first hired on as a special projects manager for t

Big City Chocolate Company Social Media Use Proposal Paper Scenario: It has been 10 years since you were first hired on as a special projects manager for the Big City Chocolate Company. In that time, BCCC has achieved great success, thanks in no small part to your signature product line: the College Collection, which now includes licensed chocolates for all of the major area schools, along with a handful of out-of-state schools, as well.

Credit for much of BCCC’s recent success also belongs to Amy Jenkins, the enthusiastic young designer who first pitched the idea of a social media plan to help promote the College Collection. Her creativity and dedication have helped her earn a position as BCCC’s Director of Social Media. In this position, Amy is responsible for establishing and maintaining BCCC’s presence on social media sites, such as Facebook, Twitter, Google Places, and YouTube. Amy has recently earned a BA in Marketing, she stays current in her field, and she is an active member of the Association for Business Communication.

Amy also works with you on customer service issues involving the four stores that fall under your supervision as Retail Manager. For example, Amy passed along to you a recent review on Yelp.com which said: “Pet peeve: When you ask for a Coke or a cup of coffee ‘for here,’ they still serve it in a Styrofoam cup. You have to specifically request a mug or glass.” With that information, you were able to implement a procedure to prompt servers to ask if dine-in customers would prefer a mug or a to-go cup. When Amy replied to the customer’s review with an apology and details about the new procedure, the customer changed her review on Yelp from four stars to a full five stars.

Mary Andersen has a much more aggressive agenda than her parents did when it comes to expanding the business. She has made it a priority for all BCCC employees to be actively seeking opportunities to attract new clients. When you recently came across the following Request for Proposals, your interest was piqued:

***

RFP: Small Business in the Digital Age

The Big City Association of Small Business Owners is accepting proposals for presentations for its upcoming conference, Small Business in the Digital Age. Our members are busy entrepreneurs, trying to manage and grow their businesses with limited resources. Ideal presentations will give them an overview of how technology is changing a particular aspect of small business and most importantly give them skills and practices they can incorporate right away.

Please submit a letter of interest that includes a brief overview of your credentials, a summary of your proposed presentation, and explanation of how your presentation will benefit those who run growing small businesses.

There are no speaker fees associated with our event; however, speakers are able to attend the conference free of charge. Your bio and company contact information will be featured prominently in the program. Additionally, speakers will be given a digital list of the names and addresses of conference attendees.

***

You see an opportunity here: conferences are a great way to learn more about your craft, establish contacts within the local business community, and meet potential new clients. Especially enticing is the list of contact information for attendees.

There is only one problem: you are sure that the Association will be inundated with proposals about how to market your small business using social media. You have a policy of only responding to RFPs when you believe that one of your core strengths will be a competitive advantage, but you believe you can craft a unique presentation based on the experience and expertise both you and Amy have acquired in your years of helping lead BCCC to its current success.

You and Amy decide to craft a presentation that combines your expertise in writing, marketing, and customer service, showing the audience how those factors are interrelated when it comes to using social media effectively. The two of you will team up to give the presentation at the conference.

Amy wisely suggests that you identify your strengths and competitive advantages in this situation. You come up with the following:

We work for a small business with the same challenges and goals as the audience.
We have experience crafting and executing social media strategies for our business.
We have a unique presentation because it incorporates three crucial areas of expertise related to using social media.

Assignment: Write a 1-2 page proposal letter (what the RFP calls a “letter of interest”) in response to the RFP from the Big City Association of Small Business Owners. Be sure to include a subject line and all information called for in the RFP. Open with goodwill.

The address of the Big City Association of Small Business Owners is 15 Commerce Circle, Big City, FL 33999. Big City Chocolate Company’s address is 31 Confectioners Row, Big City, FL 33999.

Your proposal letter will be graded on correct use of language and overall professionalism as well as the Red, Orange, Yellow, and Green Strategies listed below (a more detailed rubric for Writing Assignment 4 can be found below):

Red Level Strategies

Establish purpose and audience
Use simple, concrete, direct language — align language and purpose
Use the direct organization
Ensure completeness and accuracy
Write informative and purposeful subject lines

Orange Level Strategies

Use goodwill-building techniques
Emphasize reader benefits
Write with a positive emphasis
Write with a reader-based emphasis

Yellow Level Strategies

Refine information to make it more useful
Design information using SSPD
Use lists
Write with parallel structure
Craft informative headings

Green Level Strategies

Establish a clear objective
Align objectives and account for differences
Identify and emphasize competitive advantages and meaningful strengths
Create concrete images
Motivate action

https://fgcu.instructure.com/courses/501993/module… WA4
Criteria
Ratings
RLS:
Establish
purpose and
audience
15 pts
Clearly establishes purpose and audience
13 pts
Mostly establishes purpose and audience
11 pts
Somewhat establishes purpose and audience
9 pts
Attempts to establish purpose and audience
0 pts
Does not establish purpose and audience
RLS: Use
simple,
concrete,
direct
language -align
language
and purpose
15 pts
Uses very simple, concrete, direct language — aligns language and purpose
13 pts
Uses mostly simple, concrete, direct language — mostly aligns language and purpose
11 pts
Uses somewhat simple, concrete, direct language — somewhat aligns language and purpose
9 pts
Attempts to use simple, concrete, direct language — attempts to align language and purpose
0 pts
Does not use very simple, concrete, direct language — does not align language and purpose
RLS: Use
the direct
organizatio
n
15 pts
Uses the direct organization effectively
13 pts
Mostly uses the direct organization effectively
11 pts
Somewhat uses the direct organization effectively
9 pts
Attempts to use the direct organization effectively
0 pts
Does not use the direct organization effectively
RLS:
Ensure
completenes
s and
accuracy
15 pts
Is absolutely complete and accurate
13 pts
Is mostly complete and accurate
11 pts
Is somewhat complete and accurate
9 pts
Attempts to be complete and accurate
0 pts
Is not complete and/or is inaccurate
WA4
Criteria
Ratings
RLS: Write
informative
and
purposeful
subject lines
15 pts
Subject line is highly informative and purposeful
13 pts
Subject line is mostly informative and purposeful
11 pts
Subject line is somewhat informative and purposeful
9 pts
Subject line attempts to be informative and purposeful
0 pts
Subject line is not informative and/or purposeful
OLS: Use
goodwillbuilding
techniques
18.75 pts
Uses goodwill-building techniques very effectively
15 pts
Uses goodwill-building techniques mostly effectively
12 pts
Uses goodwill-building techniques somewhat effectively
9 pts
Attempts to use goodwill-building techniques
0 pts
Does not use goodwill-building techniques
OLS:
Emphasize
reader
benefits
18.75 pts
Emphasizes reader benefits very effectively
15 pts
Emphasizes reader benefits mostly effectively
12 pts
Emphasizes reader benefits somewhat effectively
9 pts
Attempts to emphasize reader benefits
0 pts
Does not emphasize reader benefits
OLS: Write
with a
positive
emphasis
18.75 pts
Completely written with a positive emphasis
15 pts
Mostly written with a positive emphasis
12 pts
Somewhat written with a positive emphasis
9 pts
Written with an attempt at positive emphasis
0 pts
Not written with a positive emphasis
OLS: Write
with a
readerbased
emphasis
18.75 pts
Completely written with a reader-based emphasis
15 pts
Mostly written with a reader-based emphasis
12 pts
Somewhat written with a reader-based emphasis
9 pts
WA4
Criteria
Ratings
Written with an attempt at reader-based emphasis
0 pts
Not written with a reader-based emphasis
YLS: Refine
information
to make it
more useful
15 pts
Information refined to make it very useful
13 pts
Information refined to make it mostly useful
11 pts
Information refined to make it somewhat useful
9 pts
Information refined in an attempt to make it useful
0 pts
Information not refined to make it useful
YLS:
Design
information
using SSPD
15 pts
Information designed very effectively using SSPD
13 pts
Information designed mostly effectively using SSPD
11 pts
Information designed somewhat effectively using SSPD
9 pts
Information designed in an attempt to use SSPD
0 pts
Information not designed effectively and/or without SSPD
YLS: Use
lists
15 pts
Lists used very effectively
13 pts
Lists used mostly effectively
11 pts
Lists used somewhat effectively
9 pts
Lists used, though not effectively
0 pts
No lists used
YLS: Write
with
parallel
structure
15 pts
Completely written with parallel structure
13 pts
Mostly written with parallel structure
11 pts
Somewhat written with parallel structure
9 pts
Attempts to be written with parallel structure
0 pts
Not written with parallel structure
WA4
Criteria
Ratings
YLS: Craft 15 pts
informative Headings are very informative
headings
13 pts
Headings are mostly informative
11 pts
Headings are somewhat informative
9 pts
Headings attempt to be informative
0 pts
No headings, or headings are not informative
GLS:
Establish a
clear
objective
15 pts
Establishes a very clear objective
13 pts
Establishes a mostly clear objective
11 pts
Establishes a somewhat clear objective
9 pts
Attempts to establish a clear objective
0 pts
Does not establish a clear objective
GLS: Align
objectives
and account
for
differences
15 pts
Completely aligns objectives and accounts for differences
13 pts
Mostly aligns objectives and accounts for differences
11 pts
Somewhat aligns objectives and accounts for differences
9 pts
Attempts to align objectives and account for differences
0 pts
Does not align objectives or account for differences
GLS:
Identify and
emphasize
competitive
advantages
and
meaningful
strengths
15 pts
Effectively identifies and emphasizes competitive advantages and meaningful strengths
13 pts
Mostly identifies and emphasizes competitive advantages and meaningful strengths
11 pts
Somewhat identifies and emphasizes competitive advantages and meaningful strengths
9 pts
Attempts to identify and emphasize competitive advantages and meaningful strengths
0 pts
Does not identify and emphasize competitive advantages and meaningful strengths
GLS:
Create
concrete
images
15 pts
Creates very concrete images
13 pts
Creates mostly concrete images
11 pts
Creates somewhat concrete images
9 pts
WA4
Criteria
Ratings
Attempts to create concrete images
0 pts
Does not create concrete images
GLS:
Motivate
action
15 pts
Effectively motivates action
13 pts
Mostly motivates action
11 pts
Somewhat motivates action
9 pts
Attempts to motivate action
0 pts
Does not motivate action
Professional 100 pts
ism
All assignment directions followed meticulously. Proficient in grammar, mechanics, and spelling
80 pts
All assignment directions followed meticulously. Mostly proficient in grammar, mechanics, and spelling
60 pts
Most assignment directions followed. Somewhat proficient in grammar, mechanics, and spelling
40 pts
Attempts to follow assignment directions. Attempts to be proficient in grammar, mechanics, and spelling
0 pts
Some assignment directions may not be followed. Unprofessional grammar, mechanics, and/or spelling
Total Points: out of 400

Purchase answer to see full
attachment